Stephanie Shaw
Aug 17, 2025 · 3 min read

TikTok Ads in 2025: What’s Working Now (and What’s Dead)

TikTok has officially graduated from being “that app for dance trends” into a marketing powerhouse shaping culture, commerce, and discovery. With over a billion monthly active users and ad spend growing year-over-year, it’s one of the most powerful platforms for brand building and conversion. But here’s the catch: TikTok’s pace moves faster than most platforms. What worked in 2023 or 2024 may already feel stale in 2025.


So, what’s working now—and what can we finally retire? Let’s break it down.



✅ What’s Working in TikTok Ads (2025)




  1. Cultural Storytelling Over Trend-Chasing
    TikTok itself is pushing its Brand Chem framework, which emphasizes Brand Fusion (connecting with culture), Identity Osmosis (aligning with consumer values), and Creative Catalysts (pushing bold ideas). In plain English? Ads need to feel like they belong in culture, not like interruptions. Think story-driven, relatable, and emotionally intelligent content.


  2. Niche Influencers and UGC Creators
    Micro and nano creators are outperforming celebrities when it comes to ROI. Why? They feel real, relatable, and trustworthy. UGC-style ads, where the “ad” looks more like a product recommendation, consistently win clicks and conversions.


  3. AI-Powered Creative
    From TikTok’s Symphony tool to third-party AI avatar generators, AI is giving marketers scalable creative options. Brands are producing more content faster without sacrificing authenticity. Expect to see more ads where AI blends seamlessly with human storytelling.


  4. TikTok Shop & Native Commerce Ads
    TikTok Shop has become a goldmine for beauty, fashion, and lifestyle products. With seamless in-app shopping, scrollers are becoming buyers without leaving the platform. For lower-AOV brands, this is a must-test channel in 2025.


  5. Hook-First, Snackable Creative
    Attention spans are shrinking, and TikTok knows it. The winning formula is still: Hook in 3 seconds or less → Quick payoff → Clear CTA. Creative tactics like ASMR, text overlays, and raw try-ons continue to dominate.



❌ What’s Dead (or Dying) in TikTok Ads




  1. Overly Polished, Studio-Style Ads
    If your ad looks like it belongs on TV, it’s probably going to flop. TikTok users want content that feels real, not staged.


  2. Chasing Every Viral Trend
    Jumping on every trending sound or meme isn’t sustainable. These ads burn out fast, and without cultural relevance, they feel forced. Instead, focus on long-tail cultural moments that align with your brand.


  3. One-Size-Fits-All Creatives
    TikTok thrives on specificity. Ads built for “everyone” often resonate with no one. In 2025, personalization and niche-targeting aren’t optional—they’re survival.


  4. Vanity Metrics as KPIs
    Views and likes might feel good, but they don’t drive revenue. In 2025, the TikTok marketers who win are tracking CTR (~0.84%), CPM (~$7), and conversion rates (1–2%). Metrics need to map directly to growth.



🚀 How to Future-Proof Your TikTok Ads Strategy



  • Build creative that fuses with culture, not just trends.

  • Partner with niche creators and encourage UGC.

  • Use AI as a creative accelerator, not a crutch.

  • Double down on TikTok Shop if your product fits.

  • Track the right KPIs—optimize for revenue, not vanity.



Final Takeaway


TikTok ads in 2025 are no longer about chasing the algorithm—they’re about building ads that feel native, authentic, and culturally relevant. The platforms and tools will keep changing, but the brands that win will be the ones that stay adaptable, curious, and bold enough to ditch what’s dead.