Blending Entertainment & eCommerce
TikTok isn’t just a place where audiences go to be entertained. It's also a place where they go to shop. In fact, 62% of TikTok weekly users engage in some sort of eCommerce-related activity on the platform. This number is growing, and will continue to grow as more and more tools are released to help brands drive sales through – and on – the platform.
From a TikTok marketing perspective, one of the most exciting performance-oriented solutions is unquestionably Video Shopping Ads (VSA).
This article explores this powerful format, paying special attention to the creative best practices that are vital for maximizing the performance of VSA campaigns. At the end of the article, we also highlight how you can get the opportunity to work with Shuttlerock to produce fully-funded VSA creative through the TikTok Creative Exchange (TTCX) program.
Introducing TikTok Video Shopping Ads
TikTok Video Shopping Ads are the successor to Collection Ads and Dynamic Showcase Ads. VSA takes the best from both of these formats, combining them into a shoppable ad format aimed at driving sales.
Video Shopping Ads are placed within the For You feed, and are characterized by a Product Card that appears in the user-interface. Audiences can click this card to purchase the product(s) featured within the ad.
There are two ways to run Video Shopping Ads:
Catalog (open beta): Conversions take place offsite (either on your website or app). There is also an option to leverage ‘Dynamic Destination’, which will direct shoppers to either: a) your landing page, or b) an Instant Product Page – depending on which one is more likely to generate a conversion. In both instances, conversions will still take place offsite.
TikTok Shop: Audiences are directed to either a Product Detail Page or Product Listing Page, remaining within the TikTok app to make the purchase.
Creative best practices for Video Shopping Ads
To activate the power of Video Shopping Ads, you need to have the right creative. For audiences to notice and click the Product Card, you first need to capture their attention with an entertaining video. Additionally, you want your creative to be geared in a way that makes the purchase journey as seamless as possible for your audience.
With these objectives in mind, let’s take a look at the creative best practices that will help optimize your Video Shopping Ads for peak performance.
Creative consistency: It’s important that there is consistency in all three elements of your VSA: creative, product, and landing page. Make sure your creative showcases the product(s) in your Product Card, and that audiences are taken to a landing page where they can purchase this same item.
Maintain attention: Keep audiences engaged in your video by switching between different scenes, using transitions, and bringing in different types of visuals.
Let your product take center stage: As VSA is aimed at achieving lower-funnel objectives, it’s important to showcase your product in the first couple of seconds. Continue to use product-focused footage throughout your video.
Emphasize messaging: Highlight key messages such as product features, benefits, and promotions by using captions and text overlays.
Demonstrate your product being used: Audiences respond best when they see your product being used in ways such as product demos or try-ons.
Keep things authentic and “lo-fi”: Videos filmed in an authentic, non-polished setting are more likely to resonate with TikTok audiences. The goal should be to match the look and feel of organic TikTok videos. A sure-fire way to achieve this is to feature creator content.
Mind your safe zones: Make sure key visuals and messaging aren’t obstructed by elements such as the TikTok UI, Product Cards, and any add-ons you may wish to use.
Not too short, not too long: The ideal duration for VSA creative is between 21–34 seconds.
How to produce high-impact Video Shopping Ad creative with Shuttlerock
As a TikTok Creative Partner, Shuttlerock can help your brand build high-impact videos for your Video Shopping Ad campaigns. Our designers have the expertise to deliver videos that follow VSA best practices, giving your ads the best chance of maximizing performance.
To produce videos for VSA, we can either help you remix existing content, or create net-new videos in collaboration with our network of UGC creators. Either way, our streamlined, tech-enhanced creative process will allow you to produce videos at speed and scale.
Shuttlerock benefits for Video Shopping Ads
Scale VSA creative to serve different products and product groups.
Localize creative for cross-border campaigns.
Diversify videos to test different visual and messaging variations.
Produce fresh videos fast to avoid ad fatigue and tap into platform trends.
You may be eligible for fully-funded videos through the TikTok Creative Exchange (TTCX)
TikTok Creative Exchange (TTCX) is a great opportunity for brands to elevate their TikTok ads by working with creative experts. Through the fully-funded program, you will have the opportunity to work with Shuttlerock to ideate and produce world-class TikTok creative. TTCX offers both net-new creative and remix packages to help you get what you need.