Which type of content typically performs best on TikTok for advertisements?

Content that resonates well with TikTok users tends to be authentic and relatable, which is why user-generated content excels in advertisements on the platform. This type of content is typically created by everyday users rather than brands or corporate entities, allowing for a sense of genuineness and connection. Audiences on TikTok are inclined to trust and engage with material that feels personal and unscripted, as it closely mimics their organic interactions on the app.

User-generated content fosters a community atmosphere and encourages participation, prompting viewers to relate to the experience shared in the videos. Advertisements that leverage this authenticity not only capture attention but can also enhance brand loyalty as they align with the platform’s ethos of creativity and spontaneity.

In contrast, while long-form instructional videos might hold value in certain contexts, they don’t align with the quick, engaging nature that TikTok is known for. Highly edited commercials can often come across as overly polished and not in tune with the platform's vibe, which generally favors more raw and genuine content. Static image ads tend to perform poorly on TikTok, as they lack the dynamic and engaging elements that videos offer, making them less appealing to the audience that seeks entertainment and interaction in their feeds.