What are the best practices for ad frequency on TikTok?

The best practice for ad frequency on TikTok is to balance exposure to prevent ad fatigue while ensuring enough reach. This approach recognizes the importance of maintaining user engagement through a well-considered frequency that maximizes the impact of ads without overwhelming the audience. Ad fatigue can occur when users see the same advertisement too often, leading to decreased effectiveness and negative associations with the brand.

By strategically managing how often ads are shown, advertisers can maintain user interest and optimize campaign performance. Ensuring enough reach is also critical, as a broader audience exposure can increase brand awareness, improve recall, and ultimately drive desired actions from users. This approach is in line with effective media buying strategies that prioritize both user experience and campaign objectives, thus enhancing overall advertising effectiveness.