TikTok advertising guide has a massive global audience of over 1 billion users across 155 countries, making it one of the most popular apps for social media. It’s an app that thrives on informal, “behind-the-scenes” content. It’s also an incredibly powerful platform for generating brand awareness and engagement.

In-feed video ads (AKA in-stream ads) are the bread and butter of advertising on TikTok. They are ad placements that look just like user-generated videos on the app, except they have a small “Sponsored” tag and CTA at the bottom. In-feed ads are a great way to drive brand awareness, reach, engagement, and even conversions.

When creating an in-feed ad, marketers should keep the following best practices in mind to get the most out of the ad.

Make it relatable:

In-feed ad videos should feel natural and authentic to resonate with users. To achieve this, advertisers should focus on using storytelling and visual appeal in the video. Additionally, TikTok viewers often have their sound off so it’s important to use captions and subtitles in the ad. Finally, in-feed ad videos should be no more than 60 seconds for optimal results.