Most companies still create uninspiring ads with elaborate graphics and upbeat music. But TikTok changed everything. The best TikTok ads don’t feel like ads at all. They’re fun, relatable, and fit right into what people already watch on the app.
TikTok advertising is enormous right now. TikTok is projected to generate $33.1 billion in global ad revenue in 2025, representing a 40.5% annual increase. Brands are spending millions because they know young people spend a significant amount of time on this platform. But here’s the thing: you can’t just post any video and expect it to work. You need to understand what TikTok users want to see.
Want to know the secret? Look at what already worked. We studied the biggest TikTok ad wins and identified 15 TikTok ad examples that truly excelled. These aren’t just viral videos; they’re ads that have generated revenue for the companies behind them.
Why TikTok Ads are different
TikTok ads work because they don’t interrupt the fun. They join it. Think of it like this: instead of a TV commercial that stops your show, TikTok ads feel like content your friends might share.
The platform offers various ad formats that blend seamlessly with user content:
- Challenge videos – Brands start microcontent trends that garner millions of people’s participation.
- Creator partnerships – Real people with real followers talk about products naturally.
- Tutorial content – Helpful videos that teach something while showing off a product.
- Funny stuff – Brands that make people laugh get shared more.
- Music integration – Using popular songs or creating new ones that stick in your head.
The magic happens when brands stop acting like traditional advertisers and start acting like TikTok users. According to Sprout Social’s 2024 research, 54% of users engage with brand content on TikTok at least once daily.
15 TikTok video ad examples that deliver results
1. E.l.f. Cosmetics: “Eyes.Lips.Face” Campaign
@jamescharles eyes lips face... **waist 😇 #makeup #fyp #transformation ♬ Eyes. Lips. Face. (e.l.f.) - iLL Wayno & Holla FyeSixWun
E.l.f. Cosmetics launched one of TikTok’s most impactful advertising campaigns with their “Eyes.Lips.Face” hashtag challenge. A female narrator presented beauty tips while demonstrating product application techniques, accompanied by custom music created specifically for the platform.
The brand showcased everything from eyeshadow application to lip gloss techniques. Users could experience the product’s benefits through relatable demonstrations rather than traditional product features. E.l.f. achieved over 7 billion views and 5 million user-generated videos, making it the most viral campaign in TikTok US history. The campaign was so successful that it became the fastest campaign ever to hit 1 billion views in just 6 days.
This approach transformed product demonstrations into community experiences, making viewers feel part of an inclusive beauty movement. The campaign successfully engaged the TikTok community through authentic participation.
2. Chipotle: #GuacDance Challenge
@chipotle TFW guac is free. Online/in-app only 7/31 #GuacDance ♬ The Guacamole Song - Dr. Jean
Chipotle created mainstream TikTok advertising success with their #GuacDance challenge for National Avocado Day. The campaign featured Dr. Jean’s “Guacamole Song” and encouraged users to showcase dance moves celebrating avocados.
The challenge was designed to stand out through joy and participation, unlike traditional food advertising that focuses on product features. According to Marketing Dive, the campaign generated 250,000 video submissions and 430 million video starts during its six-day run. The promotion also resulted in Chipotle’s biggest guac day in history, with employees serving 802,000 sides of guac.
3. Guess: #InMyDenim Challenge
@kuhleeuh Had a fun day #inmydenim ✨👖✨ @guess #style #OOTD ♬ original sound - Kalia 🎤❤
Guess pioneered branded hashtag challenges on TikTok US with their #InMyDenim transformation campaign. The challenge encouraged users to create before-and-after videos showcasing Guess denim products through outfit transformations.
Guess’s strategy connected fashion transformation with self-expression, creating strong emotional connections between personal style and their brand. The campaign demonstrated how established fashion brands could successfully engage younger audiences through interactive content formats.
4. Nike: “You’re It” Campaign
@amberandmishaa GIRLS! Take the #YoureIt Challenge and duet with us! #ad ♬ You’re It - Zanillya X Humphrey Dennis
Nike created multiple dance challenges featuring athletes and TikTok influencers to encourage young women to participate in sports. They’ve been praised for their effective TikTok campaigns, which engage viewers and build brand loyalty.
This two-for-one approach promoted athletic products and fitness inspiration to enthusiasts, turning customers into brand advocates. Nike’s TikTok strategy shows how sports brands can engage with younger audiences through interactive content.
5. McDonald’s: MONOPOLY Game Ad
@ramonisrael Playing McDonald’s Monopoly 💰🫶🏽 @mcdonaldsau #ad #maccas #maccaspartner #MonopolyAtMaccas ♬ Aesthetic - Tollan Kim
McDonald’s launched a gamified TikTok ad for their MONOPOLY campaign in the DACH region. The ad utilized TopView and In-Feed placements, featuring animated visuals and branded audio, to invite users to play the MONOPOLY game. This brand takeover ad format ensured maximum visibility for the campaign.
The video featured close-up game pieces, colorful animations, and interactive elements to create a gaming experience. Positioning McDonald’s as an entertainment destination, rather than just a fast-food brand, appealed to users looking for interactive experiences.
6. Doritos: #DoritosBoldSquad Challenge
@doritosromania @sebastianlvcian ♬ original sound - Doritos Romania
Doritos created the #DoritosBoldSquad campaign to connect with Gen Z through music, creators, and community participation. They used TikTok’s precision targeting to reach Gen Z audiences. TikTok is the perfect platform for precision targeting.
The videos were bold flavours, music collaborations, and community challenges. Doritos partnered with TikTok creators from the TikTok Creative Exchange (TTCX) to demonstrate how snack enjoyment can be an integral part of creative expression and that food brands can utilize experiential marketing.
7. Crumbl Cookies: Rotating Menu Strategy
@dannydorito23 Replying to @aaron_radomsky Sea Salt Toffee is 🔥 @Crumbl Cookies #crumblcookies #family #review #newmexico ♬ Pieces (Solo Piano Version) - Danilo Stankovic
Crumbl Cookies utilized TikTok’s FOMO (fear of missing out) by promoting their rotating weekly menu through visually appealing ads. They created content for each flavour release, with high production value and scarcity marketing.
The campaign generated huge engagement and demonstrated how scarcity marketing can drive audience growth. Instead of traditional cookie ads, Crumbl created FOMO through limited-time offers, proving that scarcity marketing can drive huge engagement.
8. Gymshark: “Lift Your Life” Campaign
Gymshark’s “66 Days: Change Your Life” campaign used both macro and micro influencers to share their fitness journeys using the hashtag #gymshark66. The campaign increased brand awareness and engagement rates on TikTok and Instagram.
This approach works well for fitness brands and transformation-focused campaigns, enabling them to create authentic community connections through shared experiences.
9. Duolingo: Unhinged Marketing
Duolingo became infamous for their wacky and funny TikTok presence, turning Duo the Owl into a mischievous character. Their “unhinged” marketing includes threatening to practice lessons, dancing to viral sounds, and engaging with users.
This demonstrates how educational brands can utilize humor and personality to build a sense of community.
10. Toyota Germany: In-Feed Automotive Ad
@toyota_de Was sagt dein Auto so? 😊 #Toyota ♬ Originalton - Toyota Deutschland
Toyota Germany’s campaign earned recognition for driving lower acquisition costs through TikTok’s in-feed ads and carousel format. Each advertisement focused on different car models, featuring clear calls to action that led to product configurators.
The campaign achieved a 38% decrease in cost per acquisition compared to other Toyota lead ads, demonstrating how automotive brands can successfully utilize TikTok for lead generation.
11. Netflix: #WhatsYourPower Campaign
Netflix created the #WhatsYourPower campaign to promote their movie “Project Power.” The campaign used a branded filter that revealed users’ superpowers, encouraging them to develop original content based on the filter results.
This became one of the most significant uses of user-generated content for any brand on TikTok, with 112,000 people using the filter. This demonstrates how entertainment brands can create interactive campaigns that serve both promotional and utilitarian purposes.
12. Ryanair: Humor-Driven Content
Budget airline Ryanair has built a massive TikTok following through consistently humorous content. The brand utilizes images of planes with filters that superimpose human facial features, creating a personified mascot that combines with trending audio.
This simple yet effective approach helped them accumulate over one million followers while reinforcing their core selling point of affordable travel.
13. Maybelline: TopView and In-Feed Combined Strategy
@maybelline Super Stay Lumi-Matte Foundation gives you luminous matte skin that stays put ✨ Catch your glow and shop now on #TikTokShop ♬ Eloquence - Nikki Grant
Maybelline’s beauty product promotion used a mix of TopView and one-day Max In-Feed ads, with each advertisement focusing on a single product and featuring engaging music. The campaign achieved 20 million impressions, 553,000 engagements, and a 100% view-through rate.
The magic happened through strategic ad placement, where audio quality, visual timing, and product demonstrations were optimized for maximum impact.
14. American Eagle: Video Shopping Ads
@americaneagle @polinadidun’s assignment: effortlessly cool. The delivery: 🔥
♬ original sound - American Eagle
American Eagle made shopping easy with video shopping ads featuring models trying on different outfits. A product catalog appeared in the call-to-action card, allowing viewers to browse and shop directly from the app. The compelling ad description guided viewers seamlessly from discovery to purchase.
This shoppable experience resulted in a 40% increase in return on ad spend and a 32% reduction in cost per acquisition. Retail brands can combine entertainment and commerce.
15. KFC: TopView Campaign
@bitta_banging #ad | KFC Hot Wing Toastie 🔥 The KFC Hot Wings Bucket Deal is Back! Get 20 of their famous Hot Wings for just €11.95 until November 10th. I started with a base of a mozzarella toastie and a KFC Hot Wings Bucket then added: • @kfc_ie Supercharger Mayo • Creamy coleslaw • @kfc_ie Hot Wings (deboned) • Hot sauce • Cheese • Pickles • @kfc_ie Garlic Buttermilk Mayo For reference, I only used 5 of their wings in this toastie and the thing was stacked. This creation was my take on a hot chicken sandwich, but you do what you want with your Hot Wings (a sandwich is always a good idea) Just make sure to visit your nearest KFC to grab the deal before it goes! #ad #KFCHotWings #fyp #food #foodphotography #foodblogger #foodie #dublinfood #sandwich #chicken #friedchicken #hotchicken #chef ♬ original sound - Bitta_banging
KFC’s chicken sandwich campaign utilized TopView ads featuring TikTok creators, fun music, dance, and Colonel Sanders impersonations, resulting in 221 million video views, a 9.3% engagement rate, and a 13.8% TopView CTR.
During production, they focused on creator authenticity, trending audio, and brand consistency.
How to create ads for TikTok that work
Get the right tools
Creating effective TikTok ads doesn’t require expensive equipment, but you do need the right software. For businesses without in-house video teams, working with services like Vidpros can help you create professional content without learning complicated editing software.
What you need:
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Video editing software that handles vertical videos well. Understanding TikTok’s video ad formats helps you select the most effective approach for your content.
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Good audio editing tools (sound is huge on TikTok).
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Access to trending music and sound effects.
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Basic graphics and text overlay capabilities.
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Ways to collaborate with creators and team members.
Remember, TikTok users can instantly spot low-quality audio. Invest in good sound.
Plan content that fits TikTok culture
Your TikTok ads should feel like they belong on TikTok. Study what’s trending, understand the platform’s humor, and determine how your brand can naturally join conversations. Successful ad campaigns on TikTok require understanding the platform’s unique culture and trends.
Think about what makes your brand fun, helpful, or interesting. Then figure out how to show that in 15-60 seconds.
Create, test, and improve
Start with straightforward content and see what works. TikTok’s algorithm is great at showing your content to the right people, but only if it’s engaging and relevant.
Film multiple versions, test different approaches, and always check your metrics. Organize your content into targeted ad group structures to better track what resonates with different audiences. Use TikTok’s ads manager to track performance and optimize your campaigns. The best TikTok marketers are constantly experimenting.
FAQs
What ads work best on TikTok?
The best TikTok ads feel native to the platform. Challenge videos, creator partnerships, and educational content consistently outperform traditional advertising approaches. Users respond well to authentic content that entertains first and sells second. Brands that participate in trends and use popular audio typically see higher engagement than those posting polished corporate content.
How much is 1000 views on TikTok ads?
TikTok advertising costs vary widely depending on your goals and target audience. According to current data, TikTok’s CPM averages around $2.62 as of February 2025, with costs starting at $0.50 per thousand views. However, In-Feed Video Ads typically cost between $6 and $10 per thousand impressions, while premium placements can cost significantly more. Most successful campaigns start with smaller budgets to test what works before scaling up.
How to make a TikTok ad go viral?
Viral TikTok ads typically combine trending audio, relatable content, and clear calls to action. Post when your audience is most active, use relevant hashtags, and respond to comments promptly. Collaborating with TikTok creators who understand the platform’s culture significantly increases your chances of viral success. Most importantly, focus on entertainment value over sales messaging.
What are the best practices for TikTok video ads?
Avoid overly promotional content, poor audio quality, and ignoring TikTok’s unique culture. Avoid horizontal videos, outdated trends, and overly corporate content. Skip lengthy introductions – TikTok users decide within seconds whether to keep watching. Also, avoid copying other brands’ successful campaigns exactly; authenticity matters more than perfection.
Capping off
TikTok advertising is a goldmine for brands that get the platform’s tone. The campaigns we’ve shown you demonstrate that success stems from understanding your audience, delivering genuine entertainment value, and aligning with the flow, rather than against it.
TikTok’s net ad revenue is projected to be $18.49 billion in 2024 and $33.1 billion in 2025. It’s a massive opportunity for brands that are willing to get with the times.
The key is to start with authentic content that provides value to the viewer and naturally shows your brand. Whether you’re launching a new product, building brand awareness, or driving sales, TikTok’s audience rewards creativity and authenticity.
Don’t have the time or expertise to create professional TikTok content? Consider partnering with a TikTok video editing service like Vidpros, which understands TikTok’s requirements and can help you create content that speaks to the platform’s audience.
Ready to jump on the TikTok bandwagon? Start by studying these campaigns, understanding your audience, and creating content that enhances their TikTok experience. The platform rewards brands that are part of the culture, not interrupting it.
