The Evolution of TikTok Creatives: What Works

Natália Vieira · 2026-10-07

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Spot popular trends and adapt them

TikTok is a dynamic environment where trends emerge and spread quickly. To stand out, keep an eye on trending hashtags and viral challenges. Use the FreeSpy tool to track the most popular ads and see how they fit into new trends. If a dance or specific format is trending, adapt your creative by incorporating these elements in an authentic way that’s relevant to your brand.

Create content based on UGC (User Generated Content)

UGC is powerful on TikTok. Encourage your followers to create content related to your product by offering incentives like prizes or a feature on your social media. This not only boosts engagement, but also builds credibility. Use videos created by users in your campaigns, showing how a real customer is using your product. If X is the interaction with UGC, then Y will be the increase in conversions.

Test different formats (dance, tutorial, humor)

Diversify your content. Test different formats, like dances, tutorials, or funny videos. For example, if your product is a beauty item, make a quick application tutorial. If it’s a gadget, consider a funny video showing everyday situations where the product comes in handy. Use the available metrics to see which format drives the most engagement and audience retention. If a format doesn’t perform well, make adjustments and test another one.

Include clear and fun calls to action

Calls to action (CTAs) need to be clear and engaging. Phrases like "Swipe to learn more!" or "Tag a friend who needs to see this!" work well. Test different CTAs and analyze which one gets the most clicks and interactions. A fun CTA can encourage more engagement. If you notice that a specific CTA is standing out, keep it and try similar variations.

Analyze performance weekly to make quick adjustments

Performance analysis should be practical and ongoing. Set aside some time every week to review your creative metrics. Look at click-through rate, views, and engagement. Use this information to adjust your campaigns quickly. If something isn’t working, identify it and change it right away. If a creative underperformed, test new elements and measure the results the following week.

Which formats and CTAs are driving the best results in your campaigns? Share the numbers!