TikTok Ads | Using Algorithms to Improve Your Ad Campaigns

TikTok Ads
April 23, 2024

In the digital marketing landscape, TikTok is a dynamic, creative, and vibrant platform that's setting the pace for social media trends. Its unique algorithm is reshaping the advertising industry, empowering businesses to optimize their marketing strategies. 

In this guide, we'll explore how to harness the TikTok algorithm to supercharge your ad campaigns, offering insights through examples from well-known brands.

Understanding the TikTok Algorithm

The TikTok algorithm is a complex AI-driven system that tailors content according to users' preferences, behavior, and interactions.

Unlike most social media platforms that prioritize posts from friends and family, TikTok focuses on the relevance of content based on users' engagement patterns. For advertisers, this provides an opportunity to penetrate new markets by creating engaging and relevant content.

Engagement: The Heart of Successful TikTok Ads

The TikTok algorithm thrives on user engagement—likes, shares, comments, and the length of time spent on videos. Therefore, for successful TikTok ads, it's essential to produce content that stimulates interaction.

Chipotle perfectly exemplifies a brand that excels at engagement on TikTok.

Their '#Boorito' challenge in 2019 prompted users to share videos of themselves dancing in costumes for a chance to win free burritos, resulting in more than four billion views. By transforming their TikTok ads into a challenge, Chipotle encouraged user-generated content, significantly amplifying their brand reach.

Video Completion Rate Matters

The algorithm prioritizes videos watched from start to finish. Hence, it's crucial to create compelling content that keeps viewers hooked until the end.

The NFL (National Football League) exemplified this with their TikTok campaign that combined trending music, popular TikTok editing styles, and NFL players' dance-offs. The attention-grabbing content helped retain users' attention, ensuring high video completion rates and improved visibility.

Utilize Trending Hashtags and Sounds

The TikTok algorithm pushes content linked with trending hashtags and sounds to more users. TikTok Trends are a great way to get your brand or business noticed.

Whether you’re looking for a creative way to market your products or services, or just want to show off some of your funniest content, incorporating TikTok Trends into your overall marketing strategy can have a big impact. By incorporating these trends into your ad campaigns, you can increase their visibility. Check out how you can maximize your marketing in 2023 by capitalizing on TikTok trends.

Converse's '#ConverseAllStar' challenge, leveraging a trending song, asked users to showcase their creativity using Converse shoes. The campaign received over 2.4 billion views, establishing a high level of brand engagement and awareness.

Regular Posting

Consistent posting can help keep your content visible and relevant to the algorithm. More posts equate to more data for the algorithm to analyze, increasing the chances of your content being recommended to users.

Guess Jeans used this strategy with their '#InMyDenim' campaign. They consistently posted videos featuring influencers wearing Guess products, resulting in increased brand visibility and engagement.

Localization and Personalization

The TikTok algorithm is designed to understand and adapt to users' regional and personal preferences. Ads that resonate with local trends and individual users' interests perform better.

For instance, e.l.f Cosmetics’ campaign '#eyeslipsface' tapped into TikTok's user base's creativity and individuality. The brand created a catchy, original song that viewers could use to make their videos. The campaign received over 5 billion views worldwide, showcasing the power of personalized, localized content.


TikTok's algorithm provides an unprecedented opportunity for businesses to penetrate the digital market. By creating engaging, consistent, and localized content, and harnessing the power of trends, businesses can maximize their visibility on TikTok.

Remember, while understanding and leveraging the algorithm is important, the quality of your content remains paramount. Let the examples of brands like Chipotle, NFL, Converse, Guess Jeans, and e.l.f Cosmetics inspire your next TikTok ad campaign. Engage your audience, evoke emotions, and let your brand story unfold one TikTok video at a time.

Let us Help

At Linx Digital, we set ourselves apart by delivering data-driven results through our team of experienced professionals who are knowledgeable in the latest TikTok advertising best practices. 

Our thorough target audience research, creative ad creation, unique optimization approaches, and comprehensive reporting, sets us apart from the competition. We customise our media purchasing and advertisement creative approach to fit your objectives, guaranteeing that you receive precisely what is required to scale your brand.

Our commitment to transparency and collaboration has helped us build a strong track record of delivering exceptional results for clients across various industries. We take pride in our approach and invite you to browse our portfolio of successful campaigns.

Choose US for your TikTok advertising needs and experience the difference that data-driven strategy and expert execution can make; jump on a free strategy call with us!

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