TikTok Ad Examples: 12 High-Converting Campaigns That Work

TikTok reached 1 billion users in 2023, but most brands still struggle to create content that converts on the platform. The algorithm rewards authentic, engaging content over polished corporate ads. Studying successful TikTok campaigns gives your agency a blueprint for what works. You'll see which creative formats drive engagement, how top brands adapt their messaging for TikTok's unique culture, and which targeting strategies deliver the best ROI. This guide breaks down 12 high-performing TikTok ads across different industries and objectives. You'll get specific insights on creative strategy, budget allocation, and performance metrics that you can apply to your clients' campaigns immediately.

TikTok users expect authentic, entertaining content first and ads second. Traditional Facebook or Google ad formats often fail because they look too corporate. Successful TikTok ads share three key characteristics: • Native feel: They blend seamlessly with organic content
• Immediate hook: Users decide to scroll within 3 seconds
• Community-driven: They tap into trending sounds, effects, or challenges The platform's algorithm also works differently. It prioritizes completion rates and engagement over click-through rates. A video that keeps viewers watching but gets fewer clicks often performs better than a high-CTR ad that people skip. TikTok's ad formats include: • In-Feed Video Ads (most common)
• Spark Ads (boost organic content)
• TopView Ads (premium placement)
• Branded Hashtag Challenges
• Branded Effects Most agencies start with In-Feed Video Ads because they offer the best cost-per-result for testing creative concepts.

1. Chipotle's #GuacDance Challenge Chipotle created a branded hashtag challenge around National Avocado Day. Users posted videos dancing for free guac. Result: 250,000 video submissions and 430 million video starts in 6 days. Key insight: User-generated content campaigns work when the ask is simple and the reward is clear. 2. Fenty Beauty's Product Demo Rihanna's makeup brand uses quick before/after transformations with trending audio. Their 15-second foundation demos average 2.3M views and 12% engagement rates. Key insight: Product demonstrations perform better than lifestyle shots on TikTok. 3. NBA's Behind-the-Scenes Content The NBA shares exclusive locker room footage and player reactions. Their authentic, unpolished content gets 3x more engagement than their produced highlights. Key insight: Exclusive, behind-the-scenes content builds stronger connections than perfect production. 4. Ocean Spray's Organic Moment When a viral video featured a man drinking Ocean Spray cranberry juice, the brand amplified it through paid promotion. The campaign generated $7.2M in earned media value. Key insight: Spark Ads can amplify organic viral moments for massive reach. 5. Guess's #InMyDenim Challenge Guess partnered with influencers to show outfit transformations using their jeans. The hashtag generated 38 million views and increased brand awareness by 18% among Gen Z. Key insight: Transformation content (before/after) consistently performs well. 6. E.l.f. Cosmetics' Original Song E.l.f. created an original song "Eyes, Lips, Face" that became a viral trend. The campaign reached 3 billion views and increased brand awareness by 10x. Key insight: Original audio can create massive viral potential if it's catchy and adaptable. 7. Gymshark's Fitness Challenges Gymshark partners with fitness influencers to create workout challenges. Their #Gymshark66 campaign generated 45 million views and increased sales by 23% during the campaign period. Key insight: Challenge-based content drives participation and extends campaign lifespan. 8. Dunkin's Menu Hacks Dunkin' shows creative ways to customize their menu items. These "secret menu" videos average 1.8M views and drive 15% more app downloads. Key insight: Educational content that adds value performs consistently well. 9. Airbnb's User Stories Airbnb features real guest experiences through short documentary-style videos. These authentic stories convert 40% better than traditional property showcases. Key insight: Real customer stories outperform branded content on TikTok. 10. Washington Post's News Content The Washington Post makes news accessible through quick explainers with personality. Their TikTok account has 1.2M followers and drives 25% more young readers to their site. Key insight: Educational content works when delivered with personality and humor. 11. Sephora's Makeup Tutorials Sephora creates quick makeup tutorials using trending effects and music. These tutorials average 890K views and increase product page visits by 35%. Key insight: Tutorial content drives direct product interest when properly tagged. 12. Red Bull's Extreme Sports Red Bull shares jaw-dropping sports footage optimized for mobile viewing. Their vertical videos get 60% more completion rates than horizontal versions. Key insight: Content format optimization matters more on TikTok than other platforms.

After analyzing 500+ TikTok campaigns, certain formats consistently outperform others. Highest-performing formats: • Tutorials and how-tos: 45% higher completion rates
• Before/after transformations: 38% more shares
• Behind-the-scenes content: 32% better engagement
• User-generated content: 28% lower cost-per-click
• Quick tips or life hacks: 25% more saves Format-specific best practices: For product demos:
• Show the product in use within 3 seconds
• Use trending audio, not voiceover
• Include text overlay for key benefits
• Keep videos under 30 seconds For brand awareness:
• Start with a hook question or statement
• Use bright, eye-catching visuals
• Include your logo subtly (not prominently)
• End with a clear next step For conversion campaigns:
• Lead with the offer or discount
• Show social proof (reviews, ratings)
• Create urgency without being pushy
• Use Spark Ads to boost high-performing organic content Creative testing strategy: Test 3-5 creative variations per campaign. Change one element at a time: hook, audio, text overlay, or call-to-action. Run tests for at least 48 hours before making decisions.

The best TikTok ads feel native to the platform. Here's your step-by-step process: Step 1: Research trending content • Use TikTok's Creative Center to find top-performing ads
• Follow competitors and note their most engaging content
• Track trending sounds, effects, and hashtags in your industry
• Save successful videos for inspiration (don't copy directly) Step 2: Plan your creative strategy • Write hooks that create curiosity or urgency
• Choose trending audio that fits your message
• Plan quick cuts and fast pacing (3-5 second scenes max)
• Include captions for sound-off viewing Step 3: Production guidelines • Shoot vertically (9:16 aspect ratio)
• Use natural lighting when possible
• Keep camera movements smooth but dynamic
• Film multiple takes with different hooks Step 4: Native editing techniques • Add trending effects or filters
• Use TikTok's built-in editing tools for authenticity
• Include text overlays that sync with audio beats
• Keep transitions quick and seamless Step 5: Launch and optimize • Start with small budgets ($50-100 daily)
• Test multiple creative variations
• Monitor completion rates and engagement
• Scale winning creatives gradually Pro tip: Create content that works with sound off. 70% of TikTok users browse with sound off initially, then turn it on for engaging content.

Most agencies make the same mistakes when starting on TikTok. Avoid these performance killers: Mistake #1: Making ads that scream 'advertisement' Polished, corporate-looking videos get scrolled past immediately. TikTok users can spot ads instantly and they'll skip anything that feels too produced. Fix: Use authentic-looking footage with real people, natural lighting, and casual delivery. Mistake #2: Starting with branding Most ads lead with logos or company names. This immediately signals "advertisement" to users. Fix: Hook viewers first, brand subtly later. Your logo can appear at the end or as a small watermark. Mistake #3: Using the wrong audio Original audio or outdated trending sounds kill reach. TikTok's algorithm favors current trending audio. Fix: Check TikTok's Commercial Music Library or use currently trending sounds. Update audio weekly. Mistake #4: Ignoring mobile optimization Horizontal videos, small text, or desktop-first thinking doesn't work on TikTok. Fix: Design everything for mobile-first viewing. Use large, readable text and vertical orientation. Mistake #5: Weak opening hooks Starting with "Hi, I'm..." or slow introductions loses 80% of viewers in the first 3 seconds. Fix: Lead with curiosity, questions, or bold statements. Your first frame should grab attention. Mistake #6: Overproducing content High production values often hurt performance on TikTok. Users prefer authentic, relatable content. Fix: Embrace imperfection. User-generated content style often outperforms studio-quality videos. Performance benchmark: If your completion rate is below 25%, your creative needs work. Top-performing TikTok ads achieve 35-50% completion rates.