NestScale Blog

TikTok Ad Creative Best Practices: Fashion Apparel Edition

tiktok ads practices fashion

Fashion trends have always come and gone. They still come and go these days, of course, but the pace of them is much different than it used to be. Particularly among the Gen-Z crowd, one component that could be attributed to this behavior is none other than the social media platform TikTok. For that reason, TikTok Ads can be your fashion brand’s chance to grab the opportunity this time.

Essential guidelines for TikTok Fashion Ads

Before you begin, it is critical to understand the essentials. By following these practices, you will substantially increase your chances of improving average ads performance.

  • The length: the video should always last more than 10s.
  • Video quality: the quality of the ads should not be below 720P.
  • Vertically formatted: A vertical video is made in portrait mode and has a 9:16 aspect ratio.
  • Soundtrack: you always include audio, no matter what.

Here are some amazing tips to improve ad quality and performance:

  • Focus on creative quantity: We recommend dividing your creatives among several ad groups, with 3-5 creatives per group. This allows you to use each idea while also letting the system understand what fits better for you.
  • Boost creative diversity: Refreshing your campaign and adding new materials can enhance your chances of landing a winner!

The best recipe for TikTok Fashion Ads success campaign

On TikTok, especially Fashion TikTok, you need to be unique and outstanding from the competitors in order to boost your brand image or sales. Of course “being unique” can be challenging and intimidating if you are not familiar with the TikTok platform. That’s where these insights can step in to help. To be more precise, these insights can be divided into 2 parts: 

  • Video formats
  • Visual and audio elements

Understand video formats for getting better quality

Graphic & Text

Here are 3 important parts to deliver your brand stories in a simple and effective way:

  • Winning video hook: Highlight pricing & promotion information in the first 3 seconds.
  • Memorable key message: Show a wide variety of SKUs (Stock keeping units) through a series of product images.
  • Amazing outro: Include a CTA and brand logo.
@dollskill

Introducing… 🎀 The Pure Vigilance 2.0 🤯 Get The EXCLUSIVE Styles B4 They’re Gone 4Ever❕

♬ original sound – Film.
Example of Graphic & Text ad

However, if you’re just starting out with TikTok, this technique should not be adopted just yet. Instead, it’s better to start by focusing on regularly offering your USP (unique selling point) and fostering a dedicated community.

This Creative Pattern is widely used by direct-to-consumer brands. If you’re in the early stages of creating a presentation on TikTok, however, we do not recommend using this pattern yet. Instead, it’s more worthwhile to initially focus on consistently delivering your unique selling point, and building up a loyal community.

Make use of the audio and effects that are currently trending, to boost your chances of appearing on the For You Page and getting noticed by more users.

Brands that have a large volume of different products should consider using this Creative Pattern. Based on our observations, this is an effective tactic when you have a lot to show.

Leverage a banner or stickers to highlight key information and draw attention to your creativity. Check out the “Special Effects” creative pattern for more inspiration!

Product Showcase

Before buying, most customers want a clear picture of what your product looks like and, more importantly, how it can solve their problems. How will that shirt really look on a live person who is moving and sitting? How can I use that app to find the best service provider and quickly schedule an appointment? 

That’s why a good introduction is an effective way to show the unique point of your product and can increase conversions. Here are some amazing ideas to create a product showcase to captivate buyers.  

How about focusing on a single product? It’s highly recommended to introduce your product in the first 3-6 seconds and its selling point or design details and insert CTA and logo brand at the end.

The second option is to show multiple products. It is the Same recipe above but with a little twist: Describe the collection’s concept first so viewers know what to expect.

Moreover, the concept of unboxing/opening packages will walk viewers through the enjoyable process of opening a package while displaying the items and their aesthetic appeal. Suggest caption: “[your brand name] haul”, “What I got from [your brand name]”, etc.

@skims

Holiday Shop haul ft. @Jadeswildparty ✨

♬ Simple Hit – Dombresky
Example for “Unboxing/Opening packages” ads

Whatever options you choose to apply in your ad, you should always add CTA and your brand logo at the end.

Community engagement

Content creators and their experiences are the central themes of this practice.

The “product comparisons” concept is about creators displaying the products and their benefits in real situations and comparing them to similar products from other brands. The key detail is pointing out how the product outperforms competitors.

The second option is “Solve a problem”. At first, creators will show the problems and then the solution with your products while adding a personal story to build trust with viewers. Within the opening 3-6 seconds, they should emphasize an issue or difficulty.

Example of “Solve a problem” ads

Tapping into communities is a great way for the target audiences from specific TikTok communities that you know will need your products. You should show them how your products connect with the traits of that community. You can find a suitable community for your products through hashtags such as #fashiontok, #runners (for sports clothes), #y2k, #ootd, etc.

Additionally, the endorsement method is bringing up how reliable examples represent the items or how the products are connected to something significant that can draw people in and increase credibility.

The step-by-step guides will help you break down how the products were made and what audience benefits from your products.

Example of “Step by step” ad

A variety of viewpoints can be the highlight of your ads, so giving perspectives will demonstrate that the brand has solid support from many people. Observing the product in various circumstances helps users understand how and when to use it.

Try it on

This is a creative, compelling strategy to quickly spin through product launches, ideas, or advice. While illustrating the product in an appealing manner, this type of storytelling enables the creators to approach their viewers directly.

Many people find it difficult to mix and match some specific fashion items so the “Style an item” option can be very helpful and approachable. You need to introduce one item and the concept or situation that viewers might be in. This tactic will highlight how versatile your products are.

@factorie_official

Not a want, A NEED! 😍🔥 find the baggy drawtie pant online & instore now #factoriefitcheck #factoriehaul

♬ original sound – Factorie
Example of “style an item” ad

The “Create a lookbook” option is a great way to showcase your entire collection. In order to apply this tactic, you should create a story in a quick and relatable way, for example: “How I dress at the wedding”, “My outfit for the first day back to school”, “What I wear in the Holiday week”, etc.

Want to go back to the good old way? Video has the concept “Before vs. After” is the classic answer to distract and highlight the strength of your product.

@skims

#SKIMS Shapewear before & after, as seen on @isabelladuder

♬ BRRRRR (CALL UP) – Trevor Bietz
Example of “Before vs. After” ad

If you want to personalize your goods by showing how they appear in real life which allows consumers to picture themselves wearing the product, you should try out the “Virtual vs. Real” concept. It may be recognized on your website thanks to the digital image. You can add other sizes, colors, or shapes of the item to encourage customers to check them out.

Creative storytelling

The Behind scenes method about the genuine “story” behind a company is frequently what the TikTok community finds most exciting. Use this chance to explain your brand’s narrative, promote its true personality and values, and create a community of fans. Remember to keep it transparent, authentic, and exciting!

Example of a BTS ad

The skits option is performed by content creators of your brand. Their individual self-expression through various skits and settings can give your business a memorable touch that will draw in more customers.


To be more creative and consider many viewpoints, try to insert unexpected perspectives when telling your narrative to an audience. Even if the topic or standpoint you choose for your video is unexpected, it should perform as a natural way to deliver your main message. They can be about experiences with the products, documentaries, or even interviews with strangers on the street.

@ralphlauren

JBalvin’s charisma and charm inspire his 2022 #MetGala look with RalphLauren.

♬ original sound – Ralph Lauren
Example of documents in fashion brand account

Visual and audio elements

There are many ways you can create visuals and audio for your ad.

For the visuals, special effects from TikTok can be a lifesaver. In the TikTok Video Editor, you can find various features such as transitions, stickers, animation, text, etc. Besides these features in-app, the image that you put should be considered and planned.

For example, if you want to run a holiday campaign, the shoot setting should follow a consistent theme around that holiday.

Example of Visual for Fashion Ad

For the audio, make use of the TikTok Creative Center to find soundtracks that are popular on TikTok. Grab your audience’s curiosity and give them the finest TikTok experience possible by tapping on what’s already popular and trending. 

For example, you can use the lyrics from songs that relate to your products in some ways to emphasize the key message of your ads. People might find your video through sound when you insert trendy tunes in your content. Use trending songs to increase discoverability and your chances of being recognized.

Example of Audio for Fashion Ad

Creative script for TikTok Fashion Ads

Always remember to write with your audience in mind while writing your video content. Consider the 2 following questions: 

  • How do they need to be handled? 
  • What appeals to them? 

Keep it interesting and enjoyable for clothes advertising by inserting appropriate humor, mood, and attitude.

Follow script structure

A script may be divided into three sections in terms of flow: the beginning, the middle, and the end. Each component should have a distinct function and contain information that fits the overall video.

  • Beginning: The first 3-6 seconds of your advertisement are extremely important. Make the most of this opportunity by capturing your viewers with a strong, attention-grabbing hook that tempts them to continue watching.
  • Middle: Following the hook, offer your key message to your potential customers in a clear, simple, and memorable approach. It’s also essential that your key message be naturally and consistently linked to your product.
  • CTA: Finish with a short and straightforward CTA that they should be able to complete as a next step right after seeing your content.
Example of script structure

Learn from creative tips for script-writing

  • Content hooks: an intriguing title (for example, “TikTok made me buy this!”) or a unique visual in thumbnails can be considered successful content hooks.
  • Key message: The key message of your ads should include one of these options: Product information/Selling point, Social proof, Promotional info, and Unique service.

Why wait? Try these creative practices on your TikTok fashion ads now!

If it wasn’t obvious a year ago that the fashion industry is starting to be dictated by TikTok & Gen Z, then it definitely is now. It’s up to you to fully maximize the app’s booming fashion industry at the moment. 

If you’re looking for marketing services for your fashion business, don’t hesitate to contact us to get started.

Nicole

Meet our Author

Nicole

Author at NestScale

TALK ECOMMERCE WITH US

Recent post

You may also like ...

You may also like...

Want to grow your business? Let's talk.