TikTok Ads Archives

The Creative Exchange allows brands like yours to use our video ad expertise to grow quickly on the platform.

Every single one of our partners that we’ve worked with on TikTok has been featured in TikTok’s Top Ads, their library of top-performing ad creative. This achievement has garnered us a spot as one of the top agencies on TikTok, even giving us access to unique beta opportunities.

100% of the partners we’ve worked with on TikTok have been featured in TikTok’s Top Ads.

Do you want to be featured, too? If you’re a direct-to-consumer brand needing to hit growth goals, we may be a perfect fit.

“Our unique method works extremely well on TikTok,” said Primer CEO and Co-Founder, Kamo Asatryan. “We take formulas that have proven to work across multiple partners and platforms and create a version that is native to TikTok. The results have been incredible.”

A Must-Have For B2C Brands

As TikTok’s influence as an e-commerce engine grows, advertisers are finding huge opportunities to tap into a highly engaged audience of shoppers. A recent study from Insider Intelligence found that 71% of TikTok users worldwide shop when they stumble across something in their feed, stories, or other content.

“Right now, TikTok is one of the most powerful platforms for advertisers, combining the two most successful marketing tactics of 2021 and 2022: short-form video and UGC content. Any DTC brand would be remiss not to invest in TikTok,” said Primer COO and Co-Founder Brady Flynn.

More TikTok resources

Looking to amp up your ad creative yourself?

7 things you can try that get our partners on TikTok Top Ads 🔝
9 ways to create outstanding video ads that convert [Free Templates + Examples]

Not on TikTok quite yet?

Curious how you can better leverage TikTok?

Like the sound of all this? Schedule a call with us to learn how we’ve gotten our partners on TikTok ads, and how we’d hope to do it for you, too.

As a fast-growing, direct-to-consumer (DTC) business, it can be hard to stand out among the competition. Especially if your brand is among the largest DTC category: apparel and accessories.

How can you create ads that stand out in TikTok, Facebook and Instagram? We’ve compiled 10 scroll-stopping ads from top DTC fashion apparel and accessories brands and broken down the winning features so you can apply them to your campaigns today.

1. AllBirds – Facebook Video A

What they’re selling: sustainable, lightweight footwear.

The ad:

Why the ad works:

Shows the shoe in action. We can imagine ourselves running with these shoes more easily because the ad shows not just the shoe in action but also a person putting on the shoes before running in the woods.
End card with the logo. Instead of a static end card, we see the Allbirds logo flash before a video of the runner.
Highlights additional selling points in the headline. Allbirds takes advantage of headline and description real estate to share two more reasons to buy: “free shipping + free returns.”

2. Reformation – Facebook and Instagram Image Ad

What they’re selling: eco-friendly, upscale women’s clothing.

The ad:

Facebook ad by Reformation

Why the ad works:

Highlights additional selling points in the headline. In this instance, “shop responsibly” speaks to sustainability. It subtly positions itself against the competitors (largely fast fashion retailers) with this headline.
The image headline appeals to buyers’ emotions. “Get some compliments” taps into their buyers’ desire.
Uses a casual tone in its copy. “Thanks, it’s Ref” achieves a few things for this ad: it allows the brand to speak for itself; it converses with the headline in the image; and it stays true to the brand’s casual, “best friend”-esque tone.
Plays with color. While most of the “thumb-stopping” ads you’ll find on this list utilize a bright color palette, this ad focuses on having the monochromatic outfit stand out against the bright background of the webpage.

3. StitchFix – Facebook Video Ad

What they’re selling: a personal stylist box.

The ad:

Why the ad works:

Includes a compelling testimonial in the thumbnail. The user quote serves as social proof of how awesome the service is. It’s particularly scroll-stopping in a thumbnail because that’s the first thing people see. Continuing the user-generated content (UGC) throughout the video also makes it feel relatable and approachable. Bonus that StitchFix says these are “real clients paid for their time.”
Shows unboxing footage. Not only is unboxing a current trend on organic social media, but it adds a sense of trustworthiness and excitement.
Describes the process in easy-to-understand steps. The video breaks down what StitchFix is and how to use it very easily: we learn that you sign up, take a style quiz, and then have clothes picked for you delivered.

4. Pact – TikTok Video Ad

What they’re selling: women’s underwear.

The ad:

Why the ad works:

Has a person in the first two frames. We’ve found that our best TikTok ads showcase a user in the first two frames. This suits the overall shift to more UGC-style content. Learn more about creating ads that work on TikTok.
Shows unboxing footage. Pact, like StitchFix, uses unboxing video to complement the rest of their ad. Here, it’s equally successful at making the video seem like a real customer’s journey, and thus being more trustworthy.
Shows a variety of style options. In multiple frames, we see different color and style options, including in the hand of the narrator, on a screenshot of the website, and laid out one-by-one.
Has captions (good for both sound on and off viewing). A bonus is that this particular caption style is native to TikTok and reflects TikTok’s “auto-generated” captions.
Calls out some unique selling points that might appeal to an ideal buyer. (e.g. How Pact’s underwear is sustainable because it’s made from organic cotton.)

5. Alo Yoga – Facebook and Instagram Stories Ad

What they’re selling: workout and athleisure clothing.

The ad:

Why the ad works:

Adds a sense of urgency with “limited edition” messaging. By including “limited edition” in a rotating sticker, this ad not only adds a reason to buy right now (as opposed to later) but also implies an increased sense of exclusivity and competition. It fits with the higher-income audience Alo is likely targeting.
Shows a full outfit. Matching separates are in right now, and Alo’s ad is not only on-trend, but it also makes their clothing seem more wearable by styling an outfit for buyers right away. They made two versions of this ad: one with a bandaeu top and shorts, and one with a bra top and capris leggings. Tip: Swapping outfits but keeping the rest of your ad the same is a great way to test which product items have the most click-through interest.
Includes simple motion. One way to stand out from the crowd with your images is to make them GIFs. Here, Alo Yoga takes the static one step further by adding animation to key copy: “blue splash” and “limited edition.”
Hints at the season in the description. Alo stays relevant to shoppers by including a nod to the current season. Here, we see it in a less prominent location: the description (“So essential for all your summer plans”).

6. Fabletics – TikTok Video Ad

What they’re selling: men’s athleisure apparel.

The ad:

Why the ad works:

Uses a conversational tone. This ad sounds like a friend talking to you, which makes it seem less like an over-the-top sales pitch.
Shows the website and different color options. We’ve seen this before: showing the real user experience on a website and the variety of product options entices a variety of buyers and makes your brand seem more legitimate. This ad does something unique, though: instead of just using a screen recording of the website shopping experience, we get a video of the woman actually using the website on her computer. Having her hand in the frame makes this feel like a real user experience.
Uses native-feeling green screen trend. By utilizing the green screen TikTok filter, this ad feels on-trend and native to the platform. You can also use this filter to keep a person in frame, even when showing off screenshots.
Has native-style, “auto-generated” captions (good for both sound on and off viewing).

7. Mejuri – Facebook and Instagram Image Ad

What they’re selling: trendy fine jewelry.

The ad:

Mejuri ad

Why the ad works:

Shows a real number of customers. By including “over 20,000” in their sub-headline, Mejuri makes the positive reviews seem more tangible to potential customers. This is much more impactful versus saying something vague like “Thousands of five-star reviews.”
Visually shows the stars in the star rating. It may seem like a small thing, but we’ve found that ads that include the stars on the image when talking about the number of positive reviews perform better than those without that same imagery.
Adds two secondary selling points in the description. They make efficient use of the description space to pack in two more reasons to buy: “free shipping and easy returns.”

8. Rocksbox – Facebook and Instagram Stories Ad

What they’re selling: a jewelry rental subscription box.

The ad:

*Made by Primer

Rocksbox ad

Why the ad works:

Image headline is a press quote. Press quotes, like user testimonials, add a sense of trustworthiness to positive feedback. Here, for example, seeing “the best” feels truer (and less like exaggeration) than if the brand were to claim this themselves.
Shows a variety of styles. There’s a style that works for everyone, from cute avocado earrings to refined gold chains. By showing a variety of options, you can entice a wider buyer base. People may click on the ad because one specific piece of jewelry caught their eye, and they want to sign up to get it.
Blue headline background stands out. The sold background color imitates Instagram story captions, while the specific color choice—a bright blue-purple— stands out against the pink background, making the press quote pop.

9. James Allen – TikTok Video Ad

What they’re selling: custom engagement rings.

The ad:

Why the ad works:

Walks users through the purchase. Videos that follow the “how to” format perform well because they guide the viewer through the buying process and let them know what to anticipate when ordering. This ad walks the user through every step of the process of buying a ring at a specific budget. (More video hooks here.)
Shows users exactly where to look. Because this video is so jam-packed with information, it uses additional design elements, like arrows and circles to direct attention to the portions of the screen that the voiceover discusses.
Shows the product on a real hand. After spending so much time on the James Allen website, the ad brings it back to a real person: at the end, they show this DIY’d ring on a real hand.

10. Warby Parker – Facebook and Instagram Stories Ad

What they’re selling: prescription eyeglasses.

The ad:

Warby Parker ad

Why the ad works:

Regional call-out. When your goal is to grow in a specific market or with a specific product, it’s best to filter out unqualified customers by not only targeting the audience but also targeting the content to speak with those you want to reach. This Warby Parker ad creative speaks directly to their target: buyers in D.C.
Native text style in the image. The black text and white background combination in the image mimics the text style of both Instagram stories and TikTok videos, making this ad feel organic.

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What can we take away from these 10 outstanding fashion ads?

Here are 5 rules of thumb for making your content stand out on the feed:

Include native-style captions and trends to blend more organically into the platform you’re on
Walk users through the full buyer journey (decision making, after ordering, and unboxing)
Choose eye-catching, scroll-stopping colors
Make use of the description to further differentiate your product
Use your ad creative to target your consumers

Want to use paid social to stand out from your competition?

Primer works with several DTC apparel and accessories brands, helping them scale their business and hit their goals. If you’re interested in learning how Primer can help you, book a complimentary growth consultation.

Seeing examples of successful ads can help inspire you to create new creative that actually converts. In this post, we take a look at 10 image and video ads from Facebook, Instagram, and TikTok that made us click. We show you what they look like, break down why they work, and discuss how you can implement those principles for your brand.

Let’s dive into 10 compelling ads from food and beverage powerhouses like Daily Harvest, Hello Fresh, and Drizly:

TikTok Ads to Copy:

1. MUD/WTR | TikTok Video Ad

What they’re selling: a coffee alternative made from mushrooms.

Why the ad works:

Sells a lifestyle. Rather than just a product, this video sells an entire lifestyle—idyllic, filled with wanderlust and beautiful sunsets, peaceful —with MUD/WTR at the center of it all.
Emphasizes brand tone. The natural imagery underscores the brand’s desire to be connected with health and holistic wellness in contrast to its alternative, coffee, which is usually associated with city life and “the grind.”
Shows the product in action. Demonstrates how easy it is to make a cup of MUD/WTR in step by step format.

2. Kencko | TikTok Video Ad

What they’re selling: powdered packets that rehydrate into a thick smoothie.

Why the ad works:

Starts with a strong hook—”want a more nutritious way to start your morning?” This sets up the premise of the rest of the video and speaks to a key buyer decision question. See 101 more video hooks that will improve your ads.
Displays flavor variety in the first frame. This can draw in people who may only like one or two smoothie flavors.
Calls out key benefits, including daily servings of fruits and veggies, good taste, flavor variety, and easy to make.
Shows the product in action. This makes it seem like anyone could use their product. It also highlights their proprietary blender bottle, which looks a bit different from the common ones on the market.
Emphasizes sustainability. This is particularly important since it is a single-use product. Emphasizing its compostable packaging can help ease the minds of people worried about single-use plastic.
Includes a clear CTA to tell viewers what to do next—“order yours at kencko.com.”

3. Daily Harvest | TikTok Video Ad

What they’re selling: a subscription to frozen smoothie mixes.

Daily Harvest

Why the ad works:

Uses elements that look native to TikTok, including the “ask box.” This helps viewers engage more because it seems less like an ad interrupting their scrolling experience and more like…well, a TikTok.
Shows the site and how to actually order a variety of flavors. This can help alleviate any anxieties about the subscription process by making it feel transparent.
Highlights strong value propositions, including good taste, health benefits, and ease of use.
Includes a clear CTA

Want to run TikTok ads like Daily Harvest? Learn how this hypergrowth company optimizes their TikTok ads, and how you can, too, in our free interactive teardown. We’ll break multiple ads down frame-by-frame and tell you why they work. (And some things Daily Harvest could improve.)

Facebook and Instagram Ads that We Clicked On:

4. Misfits Market | Facebook and Instagram Image Ad

What they’re selling: a food box that compiles less aesthetically-pleasing food that’s still good to eat.

Misfits Market

Why the ad works:

Shows a price comparison. This ad uses one of our favorite styles: “vs. competition.” Here, we see a picture of blackberries with two prices laid out—”ours” vs. “theirs.” Of course, “ours” is more affordable. This is a good way to simply and concisely showcase price comparisons.
Uses strong headlines. The image headline and the copy headline both offer compelling commands: “Save up to 40% on groceries” and “Stop overpaying for groceries.” It’s nice that they convey the same value prop—saving money vs. the competition—in two different ways: if someone isn’t convinced to click by the image headline, they might be by the copy headline.
Offers a secondary value prop in the description. What we can see of the headline before it is cut off introduces another reason to switch to Misfits Market: sustainability. It mentions fighting food waste and going green. While the headlines focus on saving the individual money, the description goes broader. This is a good example of a brand knowing its buyer personas and speaking to multiple levels of buyer questions.

5. Farmstead – Facebook and Instagram Carousel Ad

What they’re selling: free, local grocery delivery.

Why the ad works:

Seamless carousel. For many accounts, carousels will work better than single static images because of the ability to highlight additional value propositions, the native feel (many popular Instagram posts are carousels), and, for Facebook, the variation from other posts on people’s feeds. For this ad, we chose to go the way of a “seamless carousel,” meaning each image interplays someway with the next. That way, the ad feels like a cohesive image instead of disconnected stills.
Local call out. In the copy, we spoke directly to the local geography: “Hey Charlotte.” This helps scrollers feel like the ad is more relevant to them and reaffirms that any offers in the ad work for their area.
Includes a testimonial. While the first two images focus on defining what Farmstead is and its benefits, the last frame relies on using a real user review as social proof. Including testimonials not only feels more real and casual but also shows that the product or service has worked for other people and will work for your new buyers, too.

Learn more about how we’ve used high-volume ad testing to grow Farmstead in our Farmstead Case Study.

6. HelloFresh – Facebook Stories Ad

What they’re selling: At-home meal kits.

HelloFresh

Why the ad works:

Includes a comparison to the competition. Remember how the Misfits Market ad relied on a price comparison to place themselves as better vs. the competition? In this ad, Hello Fresh uses both the number of meals and a visual of the plates to set themselves apart in a larger, bright yellow section. This is a good template for brands who might want any comparisons to the competition to be secondary to their value props.
Provides clear numbers. As part of the image headline and comparison text, we see concrete numbers: 6 meals vs. 3 meals; ready in 20 min or less. This makes the ad feel as if it’s backed by data, and thus, for many, more trustworthy. We also see a great, concrete price listed in the copy headline: “Start for just $3.99/meal!”
Is a scroll-stopping bright color. The bright yellow stands out against other images on one’s feed.
Uses emojis in the copy. Using emojis to help set off a list of value props is one of our tried-and-true methods for creating compelling, clickable ad copy. It’s icing on the cake that Hello Fresh also used emojis in the description, which helps separate it from the copy headline.

7. Drizly – Facebook and Instagram Image Ad

What they’re selling: Online liquor store and alcohol delivery.

Drizly

Why the ad works:

Shows the app (with prices). Seeing a screenshot of the app adds a trust factor to it. For selling a regulated product like alcohol, this is particularly important so that people know it’s a legitimate business. Even better, the screenshot shows a real price for a bottle of wine—at $11, helping to entice buyers who are also looking for a good deal on wines.
Showcases a relatable lifestyle. This lifestyle photo presents a laid-back, social, warm-weather vibe: it’s outdoors, with a cute dog, presumably at a public park. It makes the ad more relatable while reinforcing that their app can be used to order alcohol from anywhere.
Uses simple copy that gets at the heart of what the brand is and why someone should order from them right now. What does Drizly provide? “The widest selection of drinks delivered in under 60 minutes.” And why is now the best time to order? Aside from it being summer, you can “get free delivery on your first order” with their code. Then, they provide a bunch of scannable emojis that make it clear to a quick scroller what the company sells. I only wish that the copy headline included more of a command/call-to-action instead of only a description of the product (e.g. “Get Alcohol Delivered for Free in 60 min.” vs. the current “60 min. Alcohol Delivery”)

Read more about how Drizly is winning on Facebook in our free Drizly Teardown.

8. ALOHA – Facebook Image Ad

What they’re selling: plant-based protein bars.

Aloha

Why the ad works:

Tells a story. The copy of this ad walks the viewer through a sensory visualization. By telling a story about your audience purchasing your product, you can help make buyers understand how your brand can fit into their lives. In this instance, the sensory visualization also serves to highlight the mouth-watering flavors and ingredients of ALOHA’s newest bar.
The map makes it feel local. By including a map sticker, the ad not answers an important question(Where can I buy ALOHA? At Whole Foods) but also, at first glance, makes it seem like a local product.
Simple enough to understand at a glance. With just a quick glance, viewers can tell this ad is introducing a new flavor of ALOHA bar. This ad would work particularly well in a remarketing campaign: the new flavor might interest past purchasers, or it might convince people who have seen the brand before to now convert.

9. Huel – Facebook Image Ad

What they’re selling: Nutritionally complete grab-and-go meals.

Huel

Why the ad works:

Detailed comparison. Although similar to the “vs. the competition” ads above, this Huel ad has a slightly different take—we’ll call it “vs. alternative.” In it, we see the Huel product being compared to a worse alternative.
Backs up comparison with numbers. Facts and stats lend credibility to products. In this instance, the protein and Vitamin C comparison indicates that Huel has the proof to support their claim.
Clear, concise headline. This ad uses the same headline both on the image and in the copy headline spot: “All the Nutrients You Need. 1 Meal.” It clearly tells the viewer what Huel is and the most important benefit of it (complete nutrition).
Refutes a common buyer claim and presents Huel as a solution. Huel mentions a common misconception (“I haven’t got the time to eat healthy”), then explains why it’s inaccurate and presents its product as the solution.

10. Daily Harvest – Facebook Image Ad

What they’re selling: a subscription to frozen smoothie mixes.

Daily Harvest

Why the ad works:

It’s seasonal. Daily Harvest has chosen to showcase tropical ingredients in the image and call out the current season in their copy: “It’s 365 days of summer (in a smoothie).” It’s always great to paint a picture for the buyer that shows how easily a product or brand can fit into their ideal aesthetic.
It highlights the discount up front. We see the discount in two places: the caption and the headline text. Both are worded slightly differently (“Save up to $40 on your first box” vs. “Get $40 OFF First Order for Limited Time”). The image and the first part of the caption copy seek to answer the question “why buy Daily Harvest?” while the headline brings urgency: why buy Daily Harvest right now?
Includes a texture shot. Thanks, in large part, to the rise of beauty influencers, the texture shot feels super native to Instagram and Facebook. Here, Daily Harvest shows it off with a nice “drip” of the smoothie off the side of the cup. This little “imperfection” feels more authentic than a perfect image, and it contributes to an aesthetic sense of mouthwatering goodness.

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As we’ve seen in these 10 clickable Facebook and TikTok ads, there are many reasons why an ad would appeal to your audience. That’s why it’s important to test variations of each key component, including the image, headline, copy, and call-to-action.

No matter your audience, your ads should achieve three things:

1. answer common questions that your buyers have
2. present your product as the best solution to a problem
3. be visually scroll-stopping

Learn more about composing ads that convert in our templates and guides:

How to write a buyer persona and develop buyer decision questions (and why they’re important)
25+ Ways to write ad copy (and why they work) [Templates + Examples]
9 Outstanding video ad templates that convert

Need help creating enough compelling ad creative to kick your growth into high gear? Primer On-Demand is an online ad platform that delivers videos, images, and landing pages produced by top marketing designers who know what converts.

When you sign up for Primer On-Demand, you’ll get access to 10+ frame-by-frame templates for image ads, video ads, and landing pages. And you’ll be able to request an unlimited number of ad designs from our team.