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Conversational Tone
Another staple of TikTok is its conversational tone. Much of the content features people speaking to the camera or with a narrative voiceover, making information accessible and easy to understand. It’s rare to see original content that does not follow this style, and great TikTok ads tend to emulate it.

Overall, the best TikTok ads feel native to the platform, aligning with the style of the content shared there and what your particular target audience wants and does there.

Most of the points above come back to this, but here are a few other things we commonly see:

Focusing on the customer (their pain points, interests, concerns, and experiences)
Incorporating trends (memes, topics, sounds, etc.)
Working with popular, relevant influencers or creators
Let’s take a look at some examples of ads that capture these elements well and what you can learn from them.

10 of the Best TikTok Ad Examples to Inspire Your Next Campaign
BetterHelp
DoorDash
SuperGoop
HelloFresh
JCPenny
Crumbl
Kung Fu Tea
Clearly
Quince
CoverGirl
1. BetterHelp
One of the hallmarks of TikTok content is lower production value. I don’t mean this as an insult in any way; I simply mean it’s less refined.

Rather than looking like a traditional, big-budget canada phone number material television commercial, TikTok videos tend to look like a private consumer filmed them with just a smartphone.

They may be dimly lit, the footage a little shaky. This makes the content come off as more authentic and relatable, a perfect sentiment for BetterHelp.

@BetterHelp

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What We Like:

Short and direct with its messaging.
The “talking head” style feels like you’re just receiving advice from a friend. It’s more of a heart-to-heart conversation.
The setting of the narrator doing a skincare routine aligns with and drives home the idea of self-care.
The Lesson: Keep your video conversational and straightforward. This video doesn’t feel scripted but like an organic conversation with someone who cares about you. Rather than coming off like a pushy sales pitch like a lot of advertising, it makes you want to listen.