As platforms for online advertising shift towards methods of audience targeting that prioritize privacy, ad transparency has organically become a necessity rather than a luxury for both consumers and advertisers. Advertisements published on platforms such as Google Ads, Facebook, and TikTok are considered public information and should be regarded as such. Consumers are entitled to be informed about the ads they are exposed to, while advertisers should have the means to precisely assess their competition. This explains the emergence of tools like the Facebook Ads library, Google’s Ad Transparency Center, and now, the TikTok Ads library.
This library serves as a comprehensive repository of all advertisements that have been displayed on TikTok. Users and advertisers alike can utilize it as a resource to gain insights into the advertisements being published by various businesses, the targeting strategies employed, and much more…
The “more” aspect is precisely what we’ll delve into today as we explore all the crucial details about the TikTok Ads library that you should be aware of.
Let’s begin!
What is the TikTok Ads library?
The TikTok Ads library functions as a centralized hub for individuals worldwide seeking to gather data about advertisements running on TikTok. You don’t need to be a TikTok user or advertiser to access it. Currently, this library exclusively retrieves data from advertisements running in Europe.
However, this doesn’t imply that the TikTok Ads library lacks utility for your business if you’re situated outside of Europe. It remains a valuable tool for gaining a general comprehension of how TikTok Ads in your sector are being approached by companies similar to yours (more on this later).
If you’re seeking insights into TikTok advertisements from businesses outside the countries included in the TikTok Ads library, you can visit the TikTok Creative Center. The “Top Ads Dashboard” within the TikTok Creative Center’s “Inspiration” tab enables you to explore high-performing ads on TikTok from all countries where the app is accessible. However, bear in mind that this will only provide a glimpse of top performers and isn’t necessarily a comprehensive online directory of all running ads (regardless of performance) like the TikTok Ads library.
For those familiar with the Facebook ads library, it’s worth noting that the TikTok Ads library operates similarly, aiming to provide transparency for users and assist businesses in finding inspiration for ads.
That being said, the TikTok Ads library arguably surpasses the Facebook Ads library by offering sorting functionalities that help you pinpoint the most (or least) effective ads based on various filter criteria. Furthermore, the ad detail pages in the TikTok Ads library are slightly more comprehensive than those in the Facebook Ads library, as they incorporate data on the ad’s targeting and reach.
You can discover more about the comparison between TikTok Ads and Facebook Ads here.
Free download >> The Best Call to Action Phrases (& Why They Work)More TikTok Ads library features and terms to know
The main TikTok Ads library for European data expands into additional tabs if you’re seeking general information on TikTok advertising or organic content trends. For instance, the “All ads report” displays the total quantity of ads published by country and day, which can be intriguing when planning your seasonal marketing.
As an illustration, you’ll notice below that more ads were published during the previous year’s holiday season compared to the summer season. This could indicate that holiday marketing on TikTok is highly competitive, suggesting the need to plan your TikTok ad content accordingly. (Pro tip: Identify the optimal times to post on TikTok throughout the year here!)
To gain insights into unpaid, organic TikToks, you can navigate to the “Other commercial content” tab. This section focuses on content categorized as “commercial” by creators, filtering out TikToks from users created solely for entertainment purposes and highlighting those intended to promote a product or service—whether it’s from a business’s official account or an influencer.
The TikTok Creative Center also provides similar resources for businesses globally. For instance, it houses another popular library: the Commercial Music Library. You can utilize this library alongside the TikTok Ads library to gather inspiration for video formats combined with different audio clips.
Finally, when exploring TikToks within the TikTok Ads library or the Creative Center, familiarize yourself with a few key terms:
- First shown: This refers to the date the ad received its first impression, regardless of its publication date.
- Last shown: This indicates the date the ad received its last impression, irrespective of when it was removed.
- Unique users seen: This represents the estimated number of individual TikTok users who have viewed the ad at least once. Ready to put your newfound knowledge of the TikTok Ads library into practice? Let’s outline the steps to effectively utilize this resource…
How to use the TikTok Ads library
Here’s a guide to accessing and utilizing the TikTok Ads library:
- Go to https://library.tiktok.com/ads/.
- Utilize the prompts to filter and narrow down your search for a specific type of TikTok Ad. Here, you can choose to view ads from particular countries or locate ads that match different formats, publishing dates, keywords, or even a specific brand name.
- Once your filters are applied, select the red search box on the right.
- Organize your results using the drop-down menu on the right. This allows you to quickly find the most or least popular ads, as well as the newest and oldest.
- If you come across an ad in your results that you’d like to explore further, you can choose the play button to watch the TikTok ad. Alternatively, you can click anywhere on the ad’s tile to be redirected to a dedicated detail page containing information on the ad’s target audience size, location, gender, and more.
- Congratulations, you’re now equipped to leverage the TikTok Ads library to give your business a competitive advantage!
What to do when no ads appear in your TikTok Ads library search results
Did you carefully follow the steps above to utilize the TikTok Ads library, but no results appeared? Don’t worry! TikTok acknowledges this possibility on the TikTok Ads library homepage:
Essentially, you might not always find what you’re searching for on the TikTok Ads library due to the following reasons:
- The specific advertiser you’re looking for might not be currently running ads or doesn’t run ads within your selected country.
- There might not be any ads that match your chosen filter criteria.
- You might be searching for a political or election ad, which the TikTok Ads library doesn’t currently support.
- The ads you’re looking for might be too recent. There can be a slight delay in the TikTok Ads library data, where it might occasionally take up to 24 hours to process updates. Fortunately, there are no usage restrictions on the TikTok Ads library. After addressing any issues with your initial search, you can rerun it to obtain results. Now, it’s time to use those results to your advantage!
11 ways to create better content using the TikTok Ads library
With the TikTok Ads library, you have all the necessary TikTok ad examples readily available. Here’s how you can capitalize on this valuable resource for your business:
1. Filter to identify top performers
Discovering a high-performing TikTok ad solely through the TikTok Ads library filters can feel like searching for a needle in a haystack. It’s advisable to combine your search with one of the sorting options from the drop-down menu on the right. For instance, by sorting by “Unique users seen: high to low,” you can identify the ads with the widest reach among those that match your search criteria.
2. Determine which content ideas you dislike
While exploring the TikTok Ads library, don’t limit yourself to admiring ads you’d like to emulate. Instead, try a different approach by identifying the types of TikTok ads you find unappealing. You can gain insights into this by utilizing the sorting filter to view older ads or those with a lower number of unique users seen. Furthermore, you can determine which TikTok ad styles, despite potentially being high-performing, don’t align with your brand or company values. This helps you understand which types of TikTok Ads to avoid when developing and editing your own TikTok videos.
3. Analyze your competitors’ TikTok ads
One of the most valuable aspects of the TikTok Ads library is the ability to search for a specific advertiser’s name! If you’re aiming to outperform a competitor and know their TikTok username, you can input it into the “Advertiser name or keyword” field when setting your search parameters. This allows you to view their published ads and compare them to your own strategy. Another approach is to search using a primary keyword related to your business. This enables you to evaluate new competitors on TikTok or simply gauge the quantity and quality of TikTok Ads for that particular product or service offering.
Get ideas for keywords to search for in the TikTok Ads library using our Free Keyword Tool!4. Examine stats and establish goals
Another exceptional feature of the TikTok Ads library is the provision of basic performance statistics for each ad. This offers a realistic view of how similar ads should be performing. Explore ads within your industry and compare the number of unique users seen to the target audience size on the detail page. To effectively monitor your TikTok Ads performance, you need baseline performance benchmarks to measure your progress against. This feature within the TikTok Ads library aids in establishing trackable goals based on the average ad performance in your industry.
5. Uncover popular hashtags
Adding relevant Hashtags to your TikTok ads can help interested users find your content. When you’re struggling to come up with hashtag ideas, the TikTok Ads library can provide assistance. By watching the ads displayed in a TikTok Ads library search, you can gain insights into the captions or core hashtag terms used by other businesses. This can help you identify new or trending hashtags to incorporate, based on other top-performing ads, or even inspire you to create your own unique take on a popular hashtag.
6. Generate fresh audio ideas
Since you can play back TikTok ads directly within the TikTok Ads library search results, you can observe which audio clips have yielded positive (or negative) results for other advertisers. This can help you pre-select the audio you want to use in your upcoming TikTok Ad clips. Additionally, if there’s a trending audio clip you’d like to incorporate but are struggling to develop a video script for, the TikTok Ads library can be a valuable resource.
7. Identify emerging and fading trends
There’s nothing more awkward than creating a video based on a popular trend, only to discover it’s considered outdated by the time it reaches your audience. TikTok trends are constantly evolving, and the TikTok Ads library can help you stay current. Utilize the sort filter to compare and contrast new and old TikTok Ads. This allows you to anticipate which types of TikTok ads will gain or lose popularity in the future.
8. Discover the right influencer for your business
Influencer marketing is an effective way to establish your brand’s presence on TikTok, especially if you’re finding it challenging to do so independently. However, finding influencers open to collaborating with you can often be a small business challenge. Fortunately, many TikTok ads already feature influencers specializing in creating branded content for businesses. Within the TikTok Ads library, if you encounter a business similar to yours leveraging an influencer, that influencer (or others in their network) could be a potential partner for you!
An example of a TikTok Ad created by an influencer rather than the business itself.
9. Identify businesses for future partnerships
In addition to influencers, you can also discover potential business collaborators through the TikTok Ads library. Try searching for keywords related to your business and see which businesses are running high-performing ads in that area. You could reach out to the business directly or try engaging with them through features like duets. From there, you could promote each other on TikTok or even host a joint live stream!
10. Client prospecting
Attention all PPC agencies! The TikTok Ads library isn’t just for analyzing your competition or identifying potential promotional partners. Since you can search for TikTok Ads within specific industries, leverage this to identify underperforming ads in your target clients’ verticals. This presents a valuable opportunity for prospecting, as you can initiate conversations by demonstrating how your agency can help improve their TikTok Ad performance.
11. Explore new targeting strategies
Unlike the Facebook Ads library, the TikTok Ads library’s ad detail pages provide information about an advertiser’s targeting tactics. However, keep in mind that TikTok acknowledges the possibility of additional targeting parameters not displayed on the detail page. Nevertheless, you can gain valuable insights into how other businesses approach their TikTok Ad targeting, which can be beneficial when seeking new ways to reach your ideal audience.
Stay ahead with the TikTok Ads library
The TikTok Ads library, much like the Google Ads library, serves as an open resource brimming with information about what resonates with advertisers on the platform. By utilizing the TikTok Ads library, you can help your business stand out from competitors and maximize your TikTok Ad expenditure. It can also be a valuable tool for discovering new audience demographic combinations to target. If you’re seeking additional assistance with your TikTok Ads, explore how our solutions can help your business acquire more customers from TikTok and potentially achieve viral success! In conclusion, here’s a recap of the key ways you can leverage the TikTok Ads library:
- Filter to identify top-performing ads
- Determine which content ideas are ineffective
- Analyze your competitors’ TikTok ads
- Examine stats and establish goals
- Discover popular hashtags
- Generate fresh audio ideas
- Identify emerging and fading trends
- Find the right influencer for your business
- Identify businesses for future partnerships
- Improve client prospecting
- Explore new targeting strategies