A TikTok video has about as long a window of opportunity to catch a viewer’s attention as you have spent reading this sentence. On its own site, TikTok refers to the “three second rule,” meaning that if you can’t hook a person’s attention within the first three seconds of a TikTok video, you’re likely to lose them.
When the “you” in question is a marketer who has spent big bucks on a TikTok advertisement and is counting on that spot to lead to sales, losing attention is not something you can afford to do. To help figure out what makes for a great TikTok ad, I’m going to look at some of the most successful examples from 2024.
Each of these TikTok ads went viral, spreading brand and product awareness, elevating the appreciation of the companies that created them, and increasing sales. Marketers looking to score their own successes via TikTok ads can learn much from the best TikTok Ads of last year.
5 Inspirational TikTok Ads from 2024
Ryanair
Over the course of 2024, Ryanair released scores of TikTok videos featuring an anthropomorphised — and quite sarcastic — jet plane owning up to the airline’s reputation as a cheap, bare bones operation. The ads were aimed at customers already well aware of the brand and in the consideration phase of the marketing funnel, with the message being: “Yes, we know our planes are cramped, our baggage policies are strict, and the overall experience is less than glamorous, but we also know our prices simply can’t be beaten, so deal with it!” By owning the company’s reputation and poking fun at itself, rather than trying to paint a different portrait in people’s minds, the ads diffuse tension, prepare people for the experience they’ll have, and elevate brand reputation. The series of ads continued right on into 2025.
Ore-Ida
Potato product company Ore-Ida cashed in on a classic moment from the cult comedy movie Napoleon Dynamite by bringing back the film’s star, Jon Heder, to reprise his title role 20 years after the 2004 release of the film. In the brief spot, Heder wears pants with a special tater tot-protecting pocket, harkening back to a moment in the movie when another character crushed said foodstuff in his pants’ pocket. Playing to convert potential customers into buying tots (or other products), the ad garnered comments such as, “This is the most incredible bit of marketing I’ve ever seen. Well done,” and, “And you know what now I’m bout to go get some tater tots because of this ad thank you!” Sounds like a success!
American Eagle
The apparel company launched a campaign on TikTok that led to hundreds and hundreds of people posting videos that were then viewed by thousands and thousands of people. Cumulatively, they attracted millions of views and created lots of impressions, generating plenty of brand awareness for people who had not thought about American Eagle in quite some time. The campaign, #InMyAEJeans, has people dancing their way across TikTok.
McDonald’s
In an effort to help promote awareness of mental health, especially mental health issues afflicting children, McDonald’s in the United Kingdom removed the famous smile from its happy meal boxes during mental health week. The company ran ads featuring children discussing the lack of the smile on TikTok, as well as on other social media platforms, hoping to help promote conversations about the often-taboo topic. Being as McDonald’s is such an established brand, this ad was all about loyalty, hoping to promote goodwill among customers and have them return yet again to the fast food giant.
Duolingo
During the course of 2024, the language learning company Duolingo established itself as a true powerhouse on TikTok, with multiple videos scoring tens of millions of views. The company established a humorous, often random and ironic persona, with the persistent green owl ever-present in its content. Duolingo built up such a following online that when they pretended the mascot was killed off in early 2025, it was almost like serious breaking news to the world.
What Makes a TikTok Ad Great?
Authenticity
“Based on my experience, effective TikTok ads have some things in common, such as authenticity,” says Mark Voronov, co-founder & CEO of SocialPlug. “People appreciate real content, which is why ads that are organic and relatable work better. Participating in popular TikTok challenges or activities will enhance visibility and it’s great for real-time marketing (RTM). The younger generation prefers good-quality visuals and catchy music. Hence, using them can also attract attention in real time.”
“The best TikTok ads do not feel like ads,” agrees Nick Spivak, head of business development at IT Monks. “They blend into the feed, entertain first, and sell second.”
Pacing
In a TikTok video, you need to get to the point — or at least the humor — fast. “To make TikTok ads viral and encourage conversions, you need to grab attention in the first couple of seconds, just to prevent users from scrolling past,” says Voronov. “At the same time, your story has to be an emotional one. If you can motivate users to create content about your brand, that’s an excellent bonus.”
Engagement
Even mediocre TikTok videos can garner millions of views if they’re posted by an account people want to be watching — provided most of the rest of their content is indeed good. As long as you post regularly, your success on the platform will grow. Keeping your posting schedule consistent can greatly drive viewer engagement.
Music and Effects
TikTok is all about the music, the captions, the effects, and more. Quick edits and lots of flash will help keep eyes on the screen, so make sure that your videos are an enjoyable smorgasbord of sound and vision.
Casual Messaging
Just as there are key factors that make for great TikTok ads, there are mistakes marketers make as well. “The biggest mistake brands make is overthinking it,” says Spivak. “TikTok moves too fast for polished, corporate messaging. If your ad does not hook someone in the first three seconds, they have already swiped. The best ads feel like entertainment first and marketing second.”
If it feels like an ad, it’s going to get skipped, echoes Voronov, adding that, “Marketers should avoid highly promotional content because TikTok users prefer entertainment over blatant advertisement. Not adapting to the evolving trends of the platform also decreases your content’s visibility. Most importantly, make all your content mobile-friendly, as TikTok is a mobile-based platform.”
Also, don’t forget to use the tools that the platform provides. “TikTok makes it simpler than ever to incorporate CTAs: Swipe-ups, direct links, or shop-nows,” says Denise Murray, marketing manager with Microdose Mushrooms. “If you require someone to convert, make sure your CTA naturally reads as a continuation of the experience. Don’t break the playfulness of the video. If users are engaged and enjoying the ad, then they’re likely going to take an action.”
Are TikTok Ads Good for your Business?
TikTok ads can be quite good for a business, especially if it’s targeting a younger demographic and wants to reach a large, highly-engaged audience with a platform known for its creative and entertaining content. However, the effectiveness of TikTok ads depends heavily on your target market and the type of content you create for your ads. If your videos are generally disliked, you may risk sullying your brand’s name.
Types of TikTok Advertisements
TikTok has several types of ads, including the most common, in-feed ads. These are the ones to watch for:
In-feed ads
Also known as native ads, in-feed ads appear in the user’s feed and look like user-generated content. Users can like, comment, share, and more with these posts.
TopView ads
TopView ads appear at the top of the user’s “For You” page to reach a wide audience.
Brand takeover ads
Brand Takeover ads are full-screen, high-impact ads appearing as the first thing a user sees when they open the TikTok app, offering brands a prominent and potent advertising opportunity.
Branded hashtag challenges
TikTok’s branded hashtag challenge ads are paid campaigns encouraging users to create and share videos around a specific brand-related challenge, thereby boosting brand awareness and engagement through user-generated content.
Branded effects ads
These are custom, sponsored effects that are created by brands and appear as filters or stickers in the app, allowing users to interact with a brand in a fun and engaging way, boosting brand awareness and engagement.
E-commerce ads
TikTok e-commerce ads are designed to drive product discovery and sales directly within the platform, offering various formats like Video Shopping, Catalog Ads, and LIVE Shopping, allowing users to explore and purchase products with ease.
How to get Started with TikTok Advertisement in 6 Steps
Here’s how to get going with TikTok ads:
Step 1: Create your account
Go to the TikTok Ads Manager’s signup page and fill in the boxes with your email address (or phone number) and a password to get started. Enter your personal and payment info as prompted.
Step 2: Create your first TikTok ad campaign
Once you’ve created a TikTok Ads Manager account, you’ll be directed to the “ad creation workflow,” where you will be directed to choose a campaign objective.
Step 3: Choose your campaign objective
Your campaign objective is the goal and strategy of your advertising, so think of what you hope to accomplish. TikTok Ads Manager puts common objectives into three areas: “Awareness, Consideration, and Conversion.”
Step 4: Select your target audience
Ads Manager offers myriad targeting options including things like location, demographics, age/gender, interests, behaviors, and device use. You know your audience, so tailor appropriately.
Step 5: Set your campaign budget and schedule
You can set your budget as a daily spend, or you can determine the “lifetime” spend of a campaign.
Step 6: Add your creatives
Per TikTok, the last step is “connecting with a world of new customers — upload the eye-catching video content you prepared earlier, or you can connect to your owned or authorized TikTok account and run your ad on live posts. Explore the creative toolkit under the Tools tab to give you a leg up in creating engaging content.”
About the TikTok Ban (And What Advertisers Should Do to Prepare)
TikTok was briefly shut down earlier this year over long-gestating national security concerns, due to its ownership by Chinese company ByteDance. The Trump administration has temporarily rescinded the ban as U.S.-based investors work to spin off TikTok’s American operations and buy out Chinese investors. The plan is to address the current security concerns to avoid a complete ban, but the deal would require approval from ByteDance and both the American and Chinese governments. Stakeholders are working to finalize a solution before the April 5 deadline.
As you would expect, this development has major ramifications for marketers and influencers who rely on TikTok for both engagement and revenue. With the future of TikTok in the USA uncertain at best, marketers should prepare for potential future restrictions by diversifying their digital strategies and exploring alternative platforms to mitigate risks.
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Learn MoreKey Takeaways
In order for a TikTok ad to be successful, it has to feel authentic, blending seamlessly into a viewer’s feed — not feeling like an ad popped up, but just feeling like more content. Some of the best TikTok ads of 2024 were those that got people laughing and showed brands not taking themselves too seriously. Often, the most successful ad content on TikTok doesn’t even promote any specific product or service, it just promotes good feelings about a company. When making a TikTok ad video, make sure to hook your viewer quickly, make sure it feels raw and real, and make sure the viewer experience is going to be fun.
Frequently Asked Questions (FAQs)
What are some TikTok trends marketers should be aware of in 2025?
In 2025, marketers should be aware of trends such as Brand Fusion, AI incorporation, and personalization. Brand Fusion involves forming partnerships with creators to connect with specific communities. Brands are also finding success by “being there” for people, making followers feel truly cared for and connected with. Ironically, using advanced automation to personalize experiences can enhance this sensation.
How much does one ad cost on TikTok?
According to current data, the average cost of a TikTok ad is around $1 per click (that’s the “cost per click,” or CPC) and $10 per 1,000 impressions (CPM), though this can vary significantly based on factors like targeting, ad format, and competition level. A typical minimum campaign budget starts at $50 and daily ad group budgets usually around $20.
How do you Write a TikTok Ad?
Just like you write a TikTok video! Your ad should feel unscripted and candid, though in fact you will probably put a fair amount of effort into making it seem so effortless. Make sure your brand and products are seamlessly woven into the wording and imagery and, above all, just have fun with it.
