TikTok has exploded into a 1.59 billion-user juggernaut, with users spending an average of 58 minutes a day scrolling through endless feeds. For brands, that’s pure gold—especially if you’re targeting Gen Z and millennials who control $12 trillion in spending power by 2030.
Elissa Sanci, founder of Retail Coupons, scaled her coupon site by significantly growing followers and enhancing brand awareness using TikTok Ads. Her playbook? Authentic, snackable creatives that feel like friends sharing deals, not ads. Below, I’ve distilled her exact framework—plus the tactical steps—so you can replicate her results without the guesswork.
Why TikTok Ads Work for Brands in 2025
| Metric | TikTok | ||
|---|---|---|---|
| Avg. CPM | $5–$15 | $8–$20 | $15 |
| Engagement Rate | 5–16% | 1.22% | 0.09% |
| Conversion Rate (Retail) | 0.5–5% | 2.9% | 2.1% |
Data: TikTok for Business, 2025
Elissa’s insight: “TikTok’s algorithm rewards native feel over polish. A $50 ad with a real customer unboxing can outperform a $5,000 studio shoot.”
2025 Trends to Boost Ad Effectiveness
According to TikTok's What's Next 2025 Trend Report, success hinges on Brand Chem—balancing listening, adapting, and transforming to shape culture. Key trends include:
- Brand Fusion: Brands gain renewed energy by becoming more responsive and building lasting bonds with audiences.
- Identity Osmosis: Integrate consumers' evolving values to reshape your brand identity organically.
- Creative Catalysts: Use untapped tools for ideation, learning, and taking bold creative risks.
To increase efficiency: Focus on cultural relevance for up to 15% higher engagement, leverage entertaining ads (83% of users find them fun), and target high-intent behaviors for up to 4x ROAS. With ad revenue projected at $33.1 billion in 2025, authentic storytelling drives 39% of purchases from TikTok discoveries.
TikTok Ad Formats
Whether you're just starting out or looking to refine your strategy, TikTok offers a variety of ad formats to help brands connect with audiences. As you get more comfortable with the platform and understand how TikTok ads align with your goals, try experimenting with these options:
In-Feed Ads
In-Feed ads blend right into users' feeds, looking just like regular TikTok videos. These can be single videos or carousels, lasting up to 60 seconds, and come with a call-to-action button that sends viewers to your website or app store. They're perfect for boosting engagement, driving traffic, and converting viewers, thanks to their natural fit in the user experience and precise targeting options.
TopView Ads
TopView ads grab attention as premium, full-screen spots that pop up first when someone opens the app. They kick off with a quick three-second video takeover before shifting to an interactive in-feed format where users can comment, share, or check out your profile.
This setup is all about maximizing visibility and making your brand stick in people's minds. Use TopView for product launches, event promotions, or nailing that initial wow factor with a broad crowd. Keep in mind, though—they come at a higher price tag than other formats.
Branded Mission Ads
Branded Mission ads let brands craft custom hashtags to spark user-generated content and get folks involved. Clicking on a sponsored hashtag takes users to a dedicated page with your brand's videos and community contributions.
To amp up results, team up with creators who can dive into your challenge and rally their followers. This format shines for sparking engagement, building community vibes, and ramping up brand awareness through trending challenges that go viral.
Branded Effects
Branded Effects give brands the tools to design custom filters, lenses, and stickers for users to add to their videos. Promote these through in-feed ads or Branded Mission campaigns to increase reach and interaction.
For example, a beauty brand might roll out an effect for virtual lipstick try-ons via augmented reality, prompting shares of users' looks. By handing out fun creative tools, brands tap into TikTok's interactive spirit and forge deeper connections.
Spark Ads
Spark ads help brands boost organic content from their own accounts or from users who've okayed promotion of their videos. This way, you amplify authentic, high-performing posts while keeping a handle on messaging and targeting. Say a fitness influencer drops a hit workout vid featuring your gear—the brand could license it as a Spark ad to reach more targeted eyes.
Shown as in-feed ads, they drive visits to your profile, site, or app store. Spark ads are spot-on for highlighting genuine user stories, earning trust, and pushing sales.
eCommerce Ads
TikTok's eCommerce ads make product discovery and buying a breeze right on the platform. Here's a breakdown of the key types:
- Video Shopping Ads: These showcase products in videos with tags, details, and prices, letting users shop in a few clicks.
- Video Shopping with TikTok Shop: Tied to TikTok's built-in store, these create shoppable videos packed with catalogs, reviews, and easy checkout.
- LIVE Shopping Ads: Real-time streams where brands demo products, chat with viewers, and handle Q&A on the spot.
Step 1: Set Up Your TikTok Ads Manager Account
- Go to ads.tiktok.com → Create Ad Account.
- Verify your business (takes <5 min).
Pro tip from Elissa: Install tracking tools before you spend a dime. “Day-one data is your unfair advantage.”
Step 2: Nail Your Targeting (Elissa’s “Audience Stack”)
| Layer | Setting | Why It Works |
|---|---|---|
| Core | Age 18-34, US | 68% of TikTok users |
| Interest | “Couponing,” “Thrift Hauls” | High-intent shoppers |
| Behavior | “Added to Cart” lookalike | 2.3x ROAS |
| Custom | Past purchasers | 4.1x ROAS |
Step 3: Creative That Converts (Elissa’s 3-Second Rule)
“If you don’t hook in 3 seconds, you’re toast.” – Elissa Sanci
Winning Formats
| Format | CTR | Elissa’s Hack |
|---|---|---|
| UGC Unboxing | 18% | Real customer + iPhone footage |
| “Deal Drop” | 14% | Text overlay: “70% OFF → Link in bio” |
| Duet Stitch | 11% | React to viral coupon fails |
Tools:
Step 4: Budget & Bidding Blueprint
| Stage | Daily Budget | Bid Strategy | Goal |
|---|---|---|---|
| Week 1 | $50 | CPC | Pixel events |
| Week 2-4 | $150 | oCPM | Purchases |
| Scale | $500+ | Value Optimization | 3x ROAS |
Elissa’s rule: Never pause a winning ad set. Instead, clone and increment budget by 20% every 72 hours.
Step 5: Track & Scale with Analytics
- Use TikTok Ads Manager analytics for ROAS, AOV, and LTV.
- Retarget high-value customers.
Case study: Retail Coupons hit 6.2x ROAS in Q4 by retargeting “abandoned cart” viewers with a 48-hour flash sale.
Common Pitfalls & How to Avoid Them
| Pitfall | Fix |
|---|---|
| Over-edited ads | Shoot vertical, 15 seconds max |
| Broad targeting | Layer interests + lookalikes |
| Ignoring comments | Reply in <2 hours to boost algo |
Your 7-Day Launch Plan
| Day | Action |
|---|---|
| 1 | Verify account |
| 2 | Build 3 UGC creatives |
| 3 | Launch $50/day test campaign |
| 4 | Analyze top-performing hook |
| 5 | Scale winner to $150/day |
| 6 | Add retargeting layer |
| 7 | Clone to new audience stack |
Final Thought from Elissa
“TikTok doesn’t reward big budgets—it rewards speed and authenticity. Test fast, double down on what feels human, and let the algorithm do the rest.”
Ready to launch? Sign up for a TikTok Ads account today and start scaling!
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Whether your goal is increasing online sales, driving app installs, building brand awareness, or growing a community, TikTok Ads are here to support your success. T&Cs apply.
Questions? Drop them below—I’ll answer with Elissa’s exact tweaks.
