19 january 2026
Why “beautiful” creatives don't work in TikTok Ads and what to do about it
Preparing the voiceover
Until recently, many people approached TikTok Ads with the same approach they used for Facebook or YouTube. Neat design, balanced graphics, corporate colors, perfectly matched fonts. Formally, everything is correct. But in the TikTok feed, such creatives often disappear in seconds, without even having time to convey the message. The problem is not with the algorithms or “poor presentation.” The problem is that TikTok reads videos differently. For the platform, it is not important how beautifully the video is designed, but whether it fits into the rhythm of the feed, whether it is convenient to watch on a phone, and whether it looks out of place among the usual content. TikTok does not have official lists of allowed colors or correct fonts. Instead, the platform constantly hints at how it evaluates creatives. Through format, dynamics, readability, and the first seconds...