Best Advertising Strategies on TikTok

Learn how to successfully create eye-catching ads on TikTok with these simple tips. Here’s how to start…

by Randi Zimmerman from the symphony blog

With over a billion users worldwide, TikTok offers the opportunity to grow your community and increase your reach more than ever. The best ads on the platform have several things in common. From video length to captioning and more, here are some best practices to improve your efforts…

High quality

Filming your content in high resolution should be your first priority. Quality is the first thing a viewer notices, so it’s important to make sure it’s the best it can be. Poor quality is a huge annoyance no matter what platform you post on.

Be brief

According to TikTok, “1 in 4 top performing videos are between 21 and 34 seconds long and see, on average, a 1.6% lift in impressions. The key is not too short, but not too long. A video that is too long will cause your viewers to lose their attention. Think about the message you are trying to convey and summarize it as best you can.

Open in full screen

Over 98% of the top performing videos on TikTok use full screen with their videos. Compared to ill-fitting videos with a cropped size and empty space, videos that use the full 9:16 aspect ratio see a 60.5% increase in impressions.

That’s a big difference!

Always include audio

Over 93% of top performing videos on TikTok include sound. This one is a given as a musician on the platform. In 2019, we announced our partnership with TikTok which allows our customers to upload their tracks to TikTok for its millions of creators (including you) to use in their videos.

If you haven’t put your music on TikTok yet and you’re a Symphonic customer, this article tells you exactly how to do that.


Use a vertical format

Having to turn on your phone to watch a video in the correct format seems like a small matter, but trust me, it’s not. If a user has to make the effort to adapt to watch a video, they won’t watch it. Statistics showed, “Videos shot in a vertical format see a 40.1% increase in impressions compared to videos using a square or horizontal aspect ratio.”

The platform’s top-performing videos are shot vertically, which means TikTok users don’t have to rotate their screen to watch the next video on their For You page. Be sure to do the same!


Adding on-screen captions/text is a MUST on TikTok. Posts that include this showed a 55.7% increase in impressions compared to those that add nothing extra to the screen.

Boost your offer

Whatever you try to advertise, make sure you really emphasize its benefits to users. If you have a new song, blast it, show how good it is and where to stream it. If you’re advertising a discount on your latest product, make sure it’s obvious that’s what you’re offering in the video. Clear and concise marketing is key to engagement when it comes to short videos.

To wrap it all up…

There’s no denying the immense power that TikTok holds and the opportunities it offers artists looking to gain international recognition. With your music available on TikTok, optimized content, and your finger on what’s popular on the platform, you’ll open up a whole new avenue of discovery for millions of potential fans.

Don’t forget to follow our TikTok for more on music distribution, playlists, royalty collection, and other can’t-miss music marketing hacks.

You have this!

About Deborah Wilson

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