Dive into the dynamic world of TikTok advertising with Milena Traikovich, a Demand Gen expert who has mastered the art of driving high-quality leads through innovative social media campaigns. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers invaluable insights into navigating the ever-evolving landscape of TikTok ads. In this engaging conversation, we explore the shift toward paid content on the platform, the importance of blending creativity with strategy, the power of core ad types like In-Feed and Spark Ads, and the growing focus on commerce-driven campaigns. Whether you’re a seasoned marketer or just starting out, Milena’s advice will help you craft ads that resonate and convert in 2025’s competitive feed.
How has the move toward paid distribution on TikTok’s For You page reshaped the way brands approach their advertising strategies?
The shift to paid distribution on the For You page has fundamentally changed the game for brands. It’s no longer just about organic reach; TikTok is prioritizing monetized content, which means brands have to invest in ads to even be seen. This push forces marketers to rethink their approach—it’s less about hoping for viral moments and more about crafting paid campaigns that still feel organic. Brands now need to focus on seamless integration into the feed, ensuring their content matches the raw, authentic vibe of TikTok while leveraging paid tools to amplify reach. It’s a balancing act of budget and creativity.
Why do you think TikTok is emphasizing paid content so heavily, and what impact does this have on smaller brands with tighter budgets?
TikTok’s emphasis on paid content is all about revenue growth. As the platform matures, it’s looking to capitalize on its massive user base by steering brands toward ad spend. This aligns with their commerce goals too—more paid ads mean more shoppable content and direct transactions. For smaller brands, this can be a hurdle because they often lack the budget to compete with bigger players in the ad auction. My advice is to focus on hyper-targeted, low-cost campaigns using In-Feed Ads or collaborate with micro-influencers for Spark Ads. It’s about working smarter with limited resources and prioritizing creative that punches above its weight.
What are some effective ways for brands to make their ads blend into the TikTok feed as native content?
Blending into the TikTok feed starts with ditching the polished, corporate look. Ads need to feel like they belong between a dance video and a life hack. Use quick, attention-grabbing hooks—think bold visuals or a direct callout in the first two seconds. Leverage user-generated content styles, like shaky handheld footage or casual voiceovers. Also, tap into trends—mimic popular sounds or formats while weaving in your message. The goal is to make users pause and engage before they even realize it’s an ad. It’s all about mirroring the platform’s vibe.
Why is creative planning as critical as media planning when it comes to succeeding on TikTok?
Creative planning is just as vital as media planning because TikTok’s algorithm rewards content that keeps users engaged, not just the highest bidder. You can have the best media plan, but if your ad looks like a generic commercial, it’s dead on arrival. Creative sets the tone for how users perceive your brand in those crucial first seconds. It’s about crafting a story or visual that hooks immediately and feels native to the platform. Without that, your media spend is wasted because the auction favors ads with better engagement metrics over sheer budget.
How can brands design ads that capture attention right away, especially in those critical first two seconds?
Capturing attention in the first two seconds is non-negotiable on TikTok. Start with a visual jolt—something unexpected like a dramatic close-up or a quick action. Pair it with a direct line that speaks to the viewer, like “Hey, you in Chicago!” or “Struggling with this?” Avoid slow intros or branding montages; get to the point fast. Test different hooks to see what stops the scroll—sometimes it’s humor, other times it’s a bold claim. The key is to make users curious enough to keep watching rather than swipe past.
What role does social proof play in TikTok ads, and how can brands incorporate it effectively in such a short format?
Social proof is huge on TikTok because users trust real people over polished brand messages. It builds credibility instantly—think likes, comments, or testimonials that show others are engaging with or loving your product. In a short ad, you can flash a quick customer review on screen, show a comment reply video, or feature real user footage. Even something as simple as “Join 10K others who’ve tried this!” can work. It’s about weaving in that trust factor without breaking the flow of the video.
Why do you believe In-Feed Ads are the cornerstone of TikTok’s performance-driven ad inventory?
In-Feed Ads are the cornerstone because they live right in the For You feed, where users spend most of their time. They’re not intrusive; they blend into the scrolling experience, which makes them perfect for objectives like traffic or conversions. Unlike other formats, they offer flexibility to test creative at scale and optimize for real outcomes. When done right, they train TikTok’s algorithm to find the right audience—buyers, not just viewers. That’s why they’re the go-to for most performance budgets.
How can brands optimize In-Feed Ads to drive conversions rather than just racking up clicks or views?
Optimizing In-Feed Ads for conversions starts with focusing on meaningful events, not vanity metrics like clicks. Set your campaign to track landing page views or purchase completions, so the algorithm learns who’s likely to convert. Use strong calls-to-action in the creative—like “Shop now for 20% off!”—and pair it with a seamless landing page experience. Test different hooks and audiences to refine what works, and don’t be afraid to pivot spend to high-performing variations. It’s about guiding users from interest to action.
What makes Spark Ads stand out when it comes to building trust with TikTok users?
Spark Ads stand out because they let brands amplify creator content while keeping all the organic engagement—likes, comments, shares—intact. That social proof is invaluable; users see a video that’s already resonated with others, not just a standalone ad. It feels authentic, like a friend’s recommendation rather than a hard sell. When you boost a creator’s video that’s already got traction, you’re borrowing their credibility, which cuts through the skepticism users often have toward traditional ads.
With TikTok’s growing focus on commerce, how should brands adapt their ad strategies to align with shopping intent?
TikTok’s pivot to commerce means brands need to prioritize shoppable content over pure awareness plays. Integrate clear calls-to-action, product demos, and checkout options directly into ads—whether it’s through Shopping Ads or Spark campaigns tied to TikTok Shop. Collaborate with creators to showcase products in action, and use formats like Live Shopping to drive real-time purchases. The goal is to shorten the path from discovery to transaction, making every ad a potential storefront. If your creative isn’t commerce-ready, you’re missing out on TikTok’s current incentives.
What’s your forecast for the future of TikTok advertising as we head into 2025 and beyond?
Looking ahead to 2025, I expect TikTok to double down on commerce and intent-driven advertising. We’ll see even more integration with shopping features, like enhanced product catalogs and smarter retargeting based on in-app behavior. Search Ads will likely grow as a powerhouse for direct response, especially as user search habits expand. I also think TikTok will refine targeting tools, possibly adding more granular geo-options, to compete with platforms like Meta. Brands that master native creative and align with commerce goals will dominate the feed—it’s going to be all about actionable, shoppable content.
