Video marketing
January 10, 2024

How to create successful video ads on Meta and Tiktok in 2024

Rupert Mason

Mastering the art of video advertising in 2024: A guide to success on Meta and TikTok

In the realm of digital marketing, video advertising has become an indispensable tool for capturing audience attention and conveying compelling messages. With platforms like Meta (formerly Facebook) and TikTok dominating the social media landscape, creating successful video ads requires a strategic approach tailored to each platform's unique features. In this guide, we'll explore the key elements and best practices to help you craft impactful video ads on Meta and TikTok.

Crafting Successful Video Ads on Meta:

Understand Your Audience:

  • Meta's vast user base spans different demographics. Before creating your video ad, thoroughly research and understand your target audience. Tailor your content to resonate with their interests, behaviours, and preferences. Handy Tip: Check out the Meta Ad Library to see what other ads brands are running to get inspired.

Optimise for Mobile Viewing:

  • A significant portion of Meta's user traffic comes from mobile devices. Ensure your video ad is optimised for mobile viewing with attention-grabbing visuals and concise messaging. Use bold captions and make the first few seconds captivating to capture users' interest quickly.

Utilise Meta's Creative Tools:

  • Leverage Meta's creative tools, such as in-app editing features and templates, to enhance the visual appeal of your video ads. Experiment with different formats, including carousel ads and slideshows, to diversify your content and engage your audience.

Harness the Power of Storytelling:

  • Meta users respond well to authentic and emotionally resonant stories. Craft a compelling narrative within the constraints of a short video, aiming to connect with your audience on a personal level. Showcase your brand's personality and values to build a genuine connection.

Nailing Video Ads on TikTok:

Embrace Creativity and Authenticity:

  • TikTok thrives on creativity and authenticity. Don't be afraid to think outside the box and create content that stands out. Authenticity is key, so showcase the human side of your brand to foster relatability.

Leverage TikTok Trends:

  • Stay on top of TikTok trends and challenges. Integrating these into your video ads can significantly boost visibility and engagement, as users are often drawn to content that aligns with current trends.

Keep it Short and Sweet:

  • TikTok's format encourages brevity. Aim for concise and impactful videos, preferably around 15 to 30 seconds. Capture attention quickly, deliver your message efficiently, and leave a lasting impression.

Engage with User-Generated Content:

  • Encourage user-generated content related to your brand or products. This fosters a sense of community and can lead to a viral effect, extending the reach of your video ads organically.


In the ever-evolving landscape of digital marketing, mastering video advertising on Meta and TikTok requires a nuanced understanding of each platform's audience and unique features. By tailoring your content to captivate users and staying true to the creative ethos of each platform, you can create video ads that resonate, engage, and drive results. Embrace the dynamic nature of these platforms, experiment with different approaches, and watch your brand thrive in the world of social media video advertising.

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