7 Ad Formats That Convert Best on TikTok and Reels
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Short vertical videos win not because of the scale of production, but because of the speed of meaning: you need to hook the audience in 1-2 seconds, and drive them to action in 15-30. Below are seven formats that consistently work if you get to the point, show the product in action, and don't waste time on ten points at once.
Talking Head
When personality and credibility are important: a founder, an expert, a charismatic presenter. Start with a pain point ("Spending hours on reports?"), immediately show 1-2 benefits, and a mini-demo (an app screen, turning on a device, applying a product). End with one specific CTA: "Try it free," "Watch a demo," "Buy now." Subtitles are essential: many views are silent.
"Product in Hand"
Best for DTC, beauty, and gadgets. Provide tactile feedback through macro: texture, click, feel in the hand, and application. Use quick cuts (0.3–0.8 seconds), no "silence" in the frame. Use logical calls to action—"Add to cart," "Select color/size."
Before/After
Show the transformation in comparable conditions. This works not only for beauty and cleaning products: software can also show "before—chaos, now—clean dashboard." Honesty increases trust and facilitates moderation. CTA: "Get results in 7 days," "Compare for yourself."
Mini-sketch on PAS (Problem–Agitate–Solve)
A short scene from real life: problem → increasing discomfort → simple solution in action. Ideal for services and apps: the context of use is more important than a list of features. CTA: "Download," "Book a demo," "Try for free."
Social Proof (UGC Review)
Needed closer to purchase and in retargeting. The formula is simple: "Who am I → What was my pain → How the product helped → Specific result." The tone is lively, the setting is everyday—it feels authentic. CTA: "Read more reviews," "Try this too."
"X vs. Y" Comparison
Helps transition from the "old way." Visual cards for important criteria (price, speed, convenience, support) make the choice obvious in 15-20 seconds. CTA: "Switch to [brand]," "Upgrade."
Voiceover + B-roll (voiceover + interludes).
The image leads, the voice explains. 6-10 short clips: the product in action, the interface, details, usage situations. Great for travel, food, gadgets, and apps. CTA: "Download the app," "View menu/collection," "Open catalog."
Mini-rules that almost always increase conversion
- Hook in the first 1-2 seconds: question, number, "wow" shot.
- On-screen text + subtitles—the meaning should be clear without sound.
- One video = one main idea and one clear CTA.
- Rhythm without lapses: frequent cuts, close-ups, gestures, movement.
- The offer is visible in the frame (coupon/bonus/deadline), not just in the description.
What to test first
- 3-5 variations in the first three seconds (question/number/comparison).
- Offer: discount vs. trial vs. money-back guarantee.
- Length: 15 seconds vs. 24-28 seconds—choose the one that increases retention and viewing times to the CTA.
Frequently Asked Questions.
What's the optimal video length?
Most often, 15-30 seconds. If the idea is strong, 24-28 seconds, but without empty moments.
What should the hook be?
A specific pain point or result, preferably with a number: "-37% time spent on reports?" works faster than general phrases.
Are subtitles necessary for voiceovers?
Yes. A large portion of the audience watches without sound; subtitles increase retention and offer understanding.
How to choose a CTA?
Match it to the funnel stage: during warm-up, use "Watch demo/Learn more," and closer to purchase, use "Buy now/Try for free."
When is a testimonial better than a founder speaker?
In retargeting and at the end of the funnel: the real experience of "someone like me" dispels doubts more effectively than charisma.
How to localize without reshooting?
Change the voiceover and subtitles, currency, examples, and trust markers; the video structure can remain the same.
