How to Make TikTok Advertising Work for Your Brand

As new platforms continue to shift how people consume content, it’s clear that TikTok has changed the game. With its short-form videos, high engagement rates, and massive global audience, TikTok advertising has become a compelling strategy for brands looking to connect with customers in more authentic, impactful ways.

But while the opportunity is big, success on TikTok doesn’t come from simply repurposing traditional ad formats. It comes from understanding the platform’s culture and creating content that blends in while standing out.

Let’s explore what makes TikTok advertising unique, how to reach the right audiences, and the key tactics that lead to successful campaigns.

Why TikTok Advertising Matters

TikTok isn’t just another social platform, it’s a cultural force. Since early 2021, it’s had over 1 billion monthly active users and has generated $2.5 billion in lifetime user spending globally. What’s more, its engagement rate sits at 18%, higher than any other social media platform.

For marketers, that means more than just impressions. It means meaningful interactions.

TikTok users value content that’s funny, relatable, and real. Brands that tap into that ethos can build not just awareness, but genuine brand advocacy.

Who’s on TikTok and Why That Matters

While TikTok is often associated with Gen Z, its audience is more diverse than many assume. In fact, 53% of users are aged 30 and older. That opens the door for brands targeting Millennials and even older demographics, not just teens and twenty-somethings.

And here’s the key: TikTok users tend to resist traditional advertising. Many use ad blockers elsewhere. But because content on TikTok feels native and personal, even promotional content (when done right) can break through.

To succeed, your ads need to match the platform’s energy: authentic, entertaining, and tailored to the audience’s interests.

How to Create High-Performing TikTok Ads

Effective TikTok advertising doesn’t look like traditional advertising. Here’s how to get it right:

Embrace Humor and Relatability

Comedy performs well on TikTok, especially when it feels natural to your brand. Whether it’s a funny take on your company culture or a relatable moment featuring your product or service, humor humanizes your brand and encourages sharing.

Turn Your Brand Into a #LifeHack

If your product makes life easier, quicker, or better, show that in action. TikTok’s #lifehack hashtag has racked up billions of views because users love discovering clever solutions. A quick, visually engaging clip of your product as the star of a life-improving moment can capture attention fast.

Follow the Beat – Literally

Sound is central on TikTok. In fact, 88% of users say audio is essential to their experience. Ads with sound-on are 2.2 times more effective at driving brand awareness.

You can either tap into trending audio or create your own. For example, E.L.F. Cosmetics commissioned a custom track for their “Eyes Lips Face” campaign—and it went viral, with over 9.4 billion hashtag views.

Join the Dance (When It Makes Sense)

Dance trends may not suit every brand, but if they fit your voice, they can drive serious engagement. Take P&G’s #DistanceDance campaign with Charli D’Amelio: it launched at the start of the pandemic and generated more than 8 billion views.

Not every brand needs a celebrity partner. Leaning into movement, rhythm, or gesture-based trends can help your content feel timely and relevant.

Lean Into Niche Communities

TikTok’s algorithm doesn’t just serve users popular content – it serves them relevant content. That’s powerful. Whether your brand fits into #CleanTok (cleaning tips), #MoneyTok (personal finance), or another micro-community, finding your niche can put you in front of highly engaged, high-potential audiences.

Be Thoughtful About Social Issues

TikTok is also a space where users talk openly about social justice, politics, and identity. According to Reach3Insights, 77% of TikTok users say the app has helped them learn more about these topics.

If your brand chooses to engage in activism or advocacy, do it with authenticity and care. Performative content is easy to spot, and quick to be called out. But when your message aligns with your values and actions, the response can be powerful.

What Makes a TikTok Ad Stand Out

Great TikTok ads share a few things in common:

• They don’t feel like ads. They blend in with user content, following similar formats and tones.

• They reflect current trends. Whether that’s a sound clip, editing style, or joke format, trending content feels native to the platform.

• They showcase personality. Whether through humor, storytelling, or sincerity, personality builds connection.

• They respect the viewer. The best ads on TikTok don’t interrupt, they contribute.

Before launching a campaign, spend time on the For You Page. Get a feel for the communities you want to reach. Pay attention to what’s trending. Then create content that adds to the conversation, rather than derailing it.

TikTok advertising is less about polished perfection and more about real connection. If your brand can show up with authenticity, creativity, and respect for the platform’s culture, you’ll not only build awareness – you’ll build affinity.

So scroll, explore, and then create with purpose. The audience is already there. The opportunity is waiting.

• Ultimate TikTok Advertising Strategy Guide
• The Do’s and Don’ts of TikTok Advertising
• Boost Engagement Using TikTok Spark Ads Case Study