Excerpt from the TikTok Ad Masterclass

The Ford Method is a strategy for maximizing creative output by breaking the creative process into modular components. Rather than thinking of an ad as a singular entity, the Ford Method breaks it up into smaller parts, such as opening hooks, text overlays, and outros.

Some of the Biggest Differences Between TikTok & Facebook

TikTok creatives fatigue significantly faster. With TikTok you’ll need to create way more ad creative.

Images & basic animations don’t work on TikTok

Screen real-estate

Sound way more important on TikTok

Length of videos

Type of Videos

Ad Creative

The biggest mistake taken is when coming from Facebook, people will take their Facebook creative and just copy it over to TikTok, this includes the size ratio and trends – this fails. If you focus your efforts on cracking TikTok ad creative, the ROI on that creative is substantially higher than if we focus just on Facebook creative. It’s a one way street, not a two way street.

Ad Fatigue

Ads on Facebook tend to last longer whereas TikTok creatives fatigue significantly faster. With TikTok you’ll need to dramatically increase your creative output and produce way more ad creative. A way to fail on TikTok is simply by not making enough creative and giving up.

Content Type

It’s important to know the content types that work well and that don’t work for each platform. Where images and animations may work on Facebook, that will not always convert the same success on TikTok. You want to make sure you’re as native as possible with your ad content.

Screen Real-Estate

Many mistakes happen you you don’t leverage the 9:16 ratio on TikTok. Avoid this mistake by taking the extra time to convert the content properly into TikTok as not to keep the black bars on top and bottom of your ad, that’s a missed opportunity for ad space. TikTok is giving you the full screen, use it!

Sound

Sound is not top of mind when scrolling through Facebook, with TikTok, sound is a huge component on connecting with your audience. Audio is part of the culture of the app and can make or break your content.

Length of Content

Understanding the importance of content length will also determine your success with the platform. What may work for Facebook will not always translate and work on TikTok. The culture of content is different on each platform so shooting accordingly will make a difference.

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