10 biggest mistakes we see advertisers make when it comes to Tik Tok Ads.

TikTok is a relatively new platform for many marketers, and we've spent a significant amount of time testing various strategies. Through our experiences, we've identified several critical lessons that we want to share. Here are the ten biggest mistakes we often see other agencies and advertisers make on TikTok.

1. Not Testing the Hook

The first few seconds of your video are crucial. You need to test your hooks—the initial three seconds of your video that grab the user's attention. Each video should feature a different hook to see what works best. Start by testing these hooks organically, and once you find the most effective ones, use them in your paid ads.

Example: Compare a dramatic visual opening to a humorous start to determine which grabs more attention. The hook could be a surprising fact, an emotional appeal, or an intriguing question. By testing these elements, you can identify what resonates most with your audience and use that information to refine your ad strategy. Remember, the goal is to stop users from scrolling and make them interested in watching the rest of your video.

2. Not Editing Videos for Engagement

Editing is essential. We've seen far too many videos that are too long and boring. Keep your videos short and engaging. Aim for concise and straightforward content. This approach not only makes your testing process easier but also keeps your audience interested.

Tip: Use jump cuts, quick transitions, and engaging visuals to maintain viewer interest. Incorporate dynamic elements like text overlays, special effects, and music to enhance the viewer's experience. Each second should serve a purpose, whether it’s to inform, entertain, or persuade. Ensure that your videos have a clear structure: a strong opening, a compelling middle, and a decisive call to action at the end.

3. Using Copyrighted Music in Ads

Using copyrighted music in paid ads is a quick way to get into trouble and waste resources. While you can use trending music organically, for paid ads, always opt for royalty-free or properly licensed music.

Tip: TikTok's commercial music library is a great resource for finding music that won't get your ads flagged. This library contains a variety of tracks that you can use without worrying about copyright issues. Music sets the tone for your videos and can significantly affect engagement, so choose tracks that complement your content and appeal to your target audience.

4. Ignoring the First 3 Seconds of the Video Asset

This mistake ties back to the hook but focuses on the visual content itself. The initial three seconds of your video are not just about the hook but about what is happening visually. Test different scenarios or actions to see what grabs attention most effectively.

Example: Test a scene of a dad getting hit in the privates versus one where a dad is being thrown up on. These simple tests can yield powerful insights. The key is to create an immediate visual impact that piques curiosity and encourages viewers to keep watching. Use bright colors, fast movements, and compelling imagery to captivate your audience right from the start.

5. Using Hidden or Covered Text Overlays

Avoid placing text overlays in the bottom third of your screen, as they will be covered by TikTok’s interface and unseen by users. Ensure that your text is visible and adds to the content without being obstructive.

Tip: Position text in the upper or middle sections of the video to avoid obstruction. Text overlays can provide additional context, highlight key points, and engage viewers more deeply. Make sure the font is readable and stands out against the background. Use text animations to make it more dynamic and to draw attention to critical information.

6. Neglecting Proper Pixel Setup

Ensure your TikTok pixel is correctly set up before spending any money on ads. This pixel tracks user interactions and is crucial for measuring the effectiveness of your campaigns. Many clients have seen poor results simply because they didn’t have their pixel set up correctly.

Tip: Double-check your pixel setup and test it to confirm it’s working before launching your ads. The pixel provides valuable data on conversions, user behavior, and overall ad performance. Use this data to refine your targeting, optimize your ad spend, and improve your return on investment (ROI). Without proper pixel setup, you are essentially flying blind, unable to measure what is working and what is not.

7. Not Changing the Default Icon

Using TikTok’s default icon is a rookie mistake that can make your brand look unprofessional. Always customize your icon with your logo or a brand-specific image to maintain a polished appearance.

Tip: Consistent branding helps build trust and recognition with your audience. Your profile icon is often the first visual element users see, so make it count. It should be clear, high-quality, and reflective of your brand identity. A professional and recognizable icon can enhance your credibility and make your ads more memorable.

8. Missing Profile Naming

Ensure your profile name aligns with your brand. Leaving it as a default or incomplete name can make your account look unprofessional. A clear, brand-aligned profile name helps establish credibility.

Tip: Use your business name or a recognizable variation to make it easy for users to find and identify your brand. Your profile name should be simple, memorable, and consistent with your branding across other platforms. Avoid using numbers or special characters unless they are part of your brand name. A cohesive and professional profile name strengthens your brand’s presence and makes your ads more trustworthy.

9. Being Too Salesy

TikTok users prefer authentic, relatable content over hard-sell tactics. Avoid coming across as too salesy. Instead, create content that builds an emotional connection with your audience. Treat your followers like friends, not customers.

Tip: Share stories, behind-the-scenes footage, and user-generated content to create a more genuine connection. Focus on storytelling that resonates with your audience’s values, interests, and experiences. Highlight the benefits of your products or services through real-life applications and testimonials rather than overt sales pitches. Authenticity and relatability can drive higher engagement and build long-term customer loyalty.

10. Not Following Current Trends

Stay updated with TikTok trends by spending at least 5-10 minutes each day on the platform. Look for trending hashtags, music, and video styles. Incorporating these trends can help your content gain more visibility and engagement.

Tip: Use trending elements in a way that aligns with your brand to reach a broader audience organically. Participate in popular challenges, use trending sounds, and engage with viral content to stay relevant. However, ensure that any trends you adopt are appropriate for your brand and resonate with your target audience. Keeping up with trends can increase your reach, boost engagement, and make your ads more relatable and impactful.