TikTok advertising: how to get it right.

TikTok advertising has changed the game for brands of all sizes. But what grabs attention on the platform isn’t a glossy studio production – it’s fast cuts, bold visuals and a sense of realness that speaks the language of the feed. The kind of ads that work here don’t feel like ads at all – they feel like content users would actually watch on the platform.

In this guide, we’ll show you how to get TikTok ads right. You’ll learn what makes the platform tick, how to build TikTok marketing campaigns that blend in and stand out at the same time, and why native, creative-first thinking is key to success in TikTok advertising.

And to help you bring it all together? We’ll introduce you to the Adobe Express TikTok video resizer – a tool designed to make your video content fit the format and flow of TikTok, whether you’re tweaking footage to extend an already existing advertising campaign to TikTok or creating a brand new TikTok campaign. Let’s get started – are you ready to create scroll-stopping TikTok ads?

Benefits of advertising on TikTok.

In recent years, TikTok advertising has become a core part of the digital strategy for businesses of all sizes – and with good reason. TikTok isn’t just a platform where Gen Z spends time; it’s where trends take off, brands get discovered and attention is captured in seconds.

But there are even more benefits of advertising on TikTok. With over a billion active users worldwide in 2025, the platform offers massive reach and the potential to go viral. What also sets TikTok apart from other socials is its highly engaged user base: people don’t just watch, they interact. The swipe-up culture invites participation, not passive scrolling. Add to that a creative-first environment that rewards bold, experimental ideas, and you’ve got the perfect space for standout marketing campaigns. Thanks to the algorithm, even small accounts can gain big visibility – making it an ideal place for emerging businesses. And let’s not forget TikTok’s unique position in the customer journey. With features like TikTok Shop, entertainment meets shopping on the platform: users discover, engage and often buy without ever leaving the app.

How to get started with TikTok ads.

Starting with TikTok advertising is straightforward – especially if you break it down step by step. Here’s how to set up your first TikTok advertising campaign:

1. Create a TikTok for Business account:

Visit business.tiktok.com and sign up. This gives you access to the TikTok Ads Manager, where you’ll create and manage all your campaigns.

2. Set a clear campaign objective:

Choose your goal: do you want to build awareness, drive traffic, generate leads, or boost app installs? Your objective will guide how your ads are delivered and optimised.

3. Define your target audience:

TikTok lets you target by age, gender, interests, behaviours, language, location and device. For more precision, upload customer data or create lookalike audiences based on past buyers.

Tip: Read our guide to learn how to find your target audience in 5 steps.

4. Select the right TikTok ad format:

TikTok offers several formats for ads:

1. In-Feed ads (native-style ads on the For You page)
2. TikTok brand takeover ads (full-screen ads that offer an immersive experience)
3. TopView ads (full-screen takeovers when users open the app)
4. Branded Hashtag Challenges (invite users to co-create content)
5. Branded Effects (interactive AR filters and stickers)

Looking to learn more? Read our in-depth article on how to create TikTok ads – including specs and requirements for all types of TikTok ads.

5. Design your creative assets:

TikTok favours content that looks like TikTok. Think vertical video (9:16), quick edits, native text overlays and trending audio. Avoid studio-style ads – focus on authenticity and storytelling. With Adobe Express, this is easier (and more fun) than you might think – read on to find out how to use the TikTok resizer to help creating your TikTok ads.

6. Install the TikTok Pixel (if needed):

If you’re driving traffic to your website, the Pixel helps track user actions and measure performance. It’s essential for conversion campaigns and remarketing strategies.

7. Test, optimise and repeat:

Run multiple ad variations to see what works best. Test different visuals, messages, CTAs and timings. Use the TikTok Ads Manager to track key metrics like click-through rate, engagement and cost per result – and tweak your ads accordingly.

Tip: If you want to know more about the science behind creating TikTok ads that work, head to our in-depth guide “How to create TikTok ads”.

Best practices for TikTok campaigns.

TikTok marketing works best when your content blends in with what people actually enjoy watching. Your goal? Create TikTok advertising campaigns that engage, not interrupt. Here are our best practice tips for TikTok advertising campaigns:

• Go for native creativity: Skip the slick, studio-quality ads. TikTok rewards authenticity – think lo-fi, handheld footage that feels spontaneous and real.
• Hook early: The first three seconds are crucial. Use motion, on-screen text or a bold statement to stop the scroll.
• Tap into trends: Use trending audio, formats or hashtags to make your content feel current. This increases your chances of showing up on the For You Page.
• Stick to vertical: Always create content in the 9:16 format. TikTok is a vertical platform – horizontal video looks out of place and break the flow.
• Add text and captions: Many users scroll with sound off. Use captions and overlays to ensure your message still lands.
• Use playful CTAs: Instead of saying “Buy now”, try “Tap to try it yourself” or “Join the trend”. Keep your tone casual and conversational.
• Keep safe zones in mind: Use Adobe Express to make sure elements like text and graphics remain visible and unobstructed by platform constraints or overlays.

Tip: Check out the TikTok Creative Center for inspiration. It shows top-performing TikTok ads sorted by industry, giving you real-world examples of what resonates with your audience.

Resize a video for TikTok with Adobe Express.

One of the most common mistakes in TikTok advertising? Simply reposting a video that was made for another platform. Maybe it’s a horizontal product demo for YouTube, or a square promo clip from Instagram. But TikTok is different: it’s vertical-first, fast-paced and visually led. And if your content doesn’t feel native, users will scroll right past.

That’s where Adobe Express comes in. The TikTok video resizer helps you adapt existing content quickly – and make it feel like it was made for the platform all along. Whether you’re working with ads, interviews, tutorials or branded clips, you can reframe, re-edit and refresh them with ease.

Here’s what the TikTok video resizer can do:

Easily optimise your video content for your TikTok feed with the Adobe Express TikTok resizer:

• Resize your video to TikTok’s 9:16 aspect ratio.
• Trim or shorten longer videos to match TikTok’s ideal length.
• Crop key visuals so they stay centre-frame and don’t get lost.
• Add bold, animated text overlays to grab attention immediately.
• Optimise your visuals for mobile.

How to turn an existing ad into a TikTok-ready video:

If you’ve already created video content for other platforms, you don’t have to start from scratch. With a few adjustments, you can adapt it for TikTok and make it feel native to the platform. Here’s how it works with Adobe Express – free, easy, and fun:

1. Open Adobe Express and log in or sign up. It’s browser-based, so no download needed.
2. Upload your video content. This could be a clip from a Facebook ad, an Instagram post, or a product trailer from your site.
3. Choose the TikTok format (9:16) – the tool automatically adjusts the canvas to fit vertical screens.
4. Reframe your content. To do so, drag and crop to centre the most important parts. You can zoom in, cut background elements or reposition text so it fits the TikTok aesthetic.
5. Trim the video, if needed. TikTok video ads can be anywhere from 5 to 60 seconds long, but you should aim for 15–30 seconds – shorter is usually better on TikTok advertising. Cut any intro fluff and get straight to the point.
6. Add motion text and overlays: use animations, bold captions, CTAs or hooks that appear in the first two to three seconds. You can customise fonts, colours and animation styles.
7. Check how your TikTok ad looks on mobile, then download your final video and upload directly to TikTok.
8. Don’t just edit once. It’s smart to create 2–3 versions of the same TikTok ad with different opening lines or captions, and test what performs best in your TikTok advertising campaign.

Tip: If you want to create a completely new TikTok video from scratch, you can start with a blank design – or create your TikTok ad using one of our editable free TikTok video templates.

Try Adobe Express for free now

Good to know.

Can I advertise my business on TikTok?

Yes, TikTok for Business allows you to advertise your business on TikTok, directly through the TikTok Ads Manager. You can create TikTok advertising campaigns tailored to your business goals, using ad formats like in-feed ads or Branded Hashtag Challenges to reach the right audience.

Does TikTok have advertising?

Yes, TikTok advertising is fully integrated into the platform. You can choose from several TikTok ad formats, each with its own strengths:

• In-Feed ads – appear naturally in the user’s For You feed.
• TopView ads – premium placement as the first thing users see.
• Branded Hashtag Challenges – encourage user participation.
• Branded Effects – custom stickers, filters or AR elements.

All of these can be managed via the TikTok Ads Manager.

How much does advertising on TikTok cost?

TikTok advertising costs can vary widely depending on your targeting and campaign type. While there’s usually a minimum daily spend (around $20), performance-based bidding means you stay flexible and in control of your budget.

Is TikTok advertising worth it?

For most brands that are already active on the platform, TikTok advertising is worth the investment. With the potential for viral reach, high engagement and platform-native storytelling, it’s an ideal space for businesses looking to grow visibility and connect authentically with younger audiences.

Can I use Adobe Express for free?

Absolutely. Adobe Express offers a free plan that gives you access to core features like templates, editing tools, stock media and more. It’s perfect for creators and small businesses who want to produce standout content quickly – no subscription required. There are also plans for businesses, students and educators.