The First 3 Seconds
Attention spans are nonexistent. Hook the user immediately. Show the core benefit or a shocking visual instantly.
Native vs Polished
On TikTok and Reels, UGC-style (User Generated Content) ads often outperform polished studio ads. They feel less obtrusive.
Video Ad Structure
Hook -> Problem -> Solution (Your App) -> CTA. Keep it fast-paced. Assume the sound is off (communicate with visuals/captions).
Playable Ads
Let users "try" the app. Playables have high conversion for games. Keep the gameplay simplified and impossible to fail quickly.
Calls to Action
Be clear. "Install Now", "Play Free", "Get Started". Ensure the end card remains visible long enough.
Iterative Testing
Test disparate concepts first, then iterate on the winners (change hook, change music, change CTA).
Platform Nuances
What works on LinkedIn won't work on TikTok. Adapt format, tone, and pacing to the native placement.