10 TikTok Ad Mistakes That Are Costing You Money (And How to Fix Them)

“I got guns in my head, and they won’t go

Spirits in my head and they won’t go…”

If these lyrics strike a chord instantly, you’re probably bitten by the TikTok bug, much like the Gen Z and their counterparts. 

As a marketer working for a brand/business, you are always looking for the right-fit social media platform to work your campaign magic on. 

You have hired the best creative professionals, invested a good amount of time, money, and effort in crafting the perfect reels and brand videos, but you often catch yourself wondering;

“Why isn’t this working on TikTok?”

With a rich repertoire of 13+ years of experience and expertise in catering to the paid ad needs of a wide cross section of global clients, we at Mavlers will help you identify, steer clear, and fix the ten most common mistakes marketers make on TikTok.

On that note, we have our in-house paid search ninja, Shravan Jaiswal, walking you through the intricacies of the top ten TikTok marketing mistakes! 

Let’s set this ball rolling!

Source

1. Confusing TikTok as just another ad platform ~ Ignoring its unique culture

The mistake: One of the most common mistakes that marketers are known to make is copy-pasting their Instagram or Facebook ad strategy onto TikTok.

You need to keep in mind that TikTok is definitely not the place for polished, scripted, corporate-style ads. If it looks like an ad, users will swipe past it in milliseconds.

The fix: To fix this roadblock, here’s what you can consider doing:

• Create content that feels native. If your ad doesn’t blend in with the chaotic, fun, and unpredictable nature of TikTok, it probably won’t work.

• Spend time on the platform. Watch TikToks, understand trends, and engage with content before you start running ads.

• Ditch the hard sell. If your ad screams “BUY THIS NOW!”, it’s already dead in the water.

In short, TikTok is about getting a quick entertainment fix and definitely not a place for hard-selling of any sort. The only way to sell is by NOT selling! 

For instance, instead of a boring ad, Duolingo’s chaotic and hilarious TikToks made them a fan-favorite brand without feeling like a sales pitch.

2. Not defining your goal before launching a campaign

The mistake: Another common problem/mistake marketers are prone to make is running ads with a “let’s see what happens” mindset.

If you set out to bake a cake without knowing what kind of flavors and textures or ingredients you seek, you will probably end up with a blob of baked good that no one wants in the first place!

Now, taking that analogy further, if you begin creating your brand’s TikTok ad campaign without a clear goal, you’ll waste money and have no idea what worked (or what failed).

The fix: The fix lies in the root of the problem (pardon the philosophical approach! 😉 ). You have got to ask yourself, “What’s my goal?” before you set out to launch your campaign. 

For instance, if you want app installs, don’t just showcase the app. Show people why they need it in their lives in 5 seconds or less.

In simple terms, clarity = success. If you don’t know your goal, neither will your audience.

3. Ignoring TikTok culture & trends

The mistake: According to Kenny Tripura, Ekdent Media, “Success on TikTok requires creating authentic content that resonates with the TikTok community, using catchy music and visual effects and incorporating humor and trends. Simply treating TikTok like any other social media platform will likely result in a lack of engagement.”

So if you try using Instagram Reels content on your TikTok ads platform, you might be disappointed.

The fix: Here’s what you can do to create platform-relevant content;

• Stay on top of TikTok’s trending sounds, challenges, and hashtags.
• Follow creators and brands who get it (Nike, Chipotle, Duolingo).
• Adapt trends to your brand; don’t force them if they don’t fit.

In short, if you are not following relevant trends, you are probably shooting marketing hoops in the dark.

For instance, e.l.f. Cosmetics created their own trending sound with the #EyesLipsFace challenge, generating 6 billion views and 5 million user videos.

4. Choosing the wrong ad format

The mistake: If you shoot your shot with just one ad format and hope and pray that it works, it might be a recipe for ad campaign failure.

The fix: To counter this, we suggest experimenting with different ad formats, such as;

• In-feed ads → Blends into users’ For You Pages.
• Spark ads → Boost existing organic videos for more reach. We suggest reading ~ Why TikTok Spark Ads Are a Game-Changer for Businesses in 2025.
• Branded effects → AR filters and effects for engagement.
• Branded hashtag challenges → Gets people creating UGC (User-Generated Content).

TikTok has a repertoire of powerful ad types to choose from, so we recommend making a wise choice. 

For example, Chipotle’s #GuacDance challenge became the highest-performing TikTok branded hashtag challenge ever.

5. Ignoring trending sounds & music

The mistake:  Sounds and music are an integral part of the platform’s experience. If you make the mistake of running ads without trending sounds or music, you risk cutting your engagement in half. If your ad is silent, it’s dead on arrival.

The fix:  Remember that TikTok is a sound-first platform and also try the following;

• Check TikTok’s Discover Page for trending sounds.
• Use licensed commercial music from TikTok’s Sound Library.
• If possible, create your own custom sound.

For instance, the #EyesLipsFace song by e.l.f. became a viral trend, making their campaign explode organically.

6. Making your ad look like… well, an ad

The mistake:  Remember that neither the TikTok audience nor the platform take kindly to ads that are too polished, too scripted, and too salesy. If your ad feels like an ad, it’s already a failure at the TikTok box office.

The fix: You could try the following hacks;

• Focus on entertainment, storytelling, and humor.
• Let real people, not actors, showcase your brand.
• Make your ad look like an organic TikTok.

For instance, Fenty Beauty doesn’t run ads; they create short, engaging beauty hacks that feel like influencer content.

7. Skipping A/B testing

The mistake: If you hang up your boots and call it a day after running just one ad version, you are probably leaving money on the table.

It is important to test, tweak, and repeat different ad versions until you find the one that hits the gold pot at the end of the rainbow!

The fix: You could try;

• Testing different video styles, lengths, CTAs, and hooks.
• Refreshing creatives every 7-10 days to avoid ad fatigue.

For instance, changing the first 3 seconds of an ad may double watch time.

8. Ignoring TikTok creators & influencers

The mistake: Another cardinal mistake that many marketers tend to make is not leveraging the power of TikTok influencers, who are known to drive better engagement than traditional ads. 

The fix: In order to counter this problem, we recommend;

• Working with micro-influencers (10K -100 K followers) for authentic content.
• Using the TikTok Creator Marketplace to find niche creators.

For instance, Gymshark built a billion-dollar brand by prioritizing TikTok influencers over traditional ads.

9. Uploading low-quality, poorly optimized videos

The mistake: Some marketers also make the mistake of posting horizontal, pixelated, or poorly lit videos.

The fix: We recommend that you;

• Always use vertical (9:16) format.
• Ensure high-quality visuals and crisp audio.

10. Ignoring analytics & not adapting

The mistake:  Running ads without tracking performance is another problem that can become a budget burner.

The fix: Here’s what we recommend doing as a fix;

• Use TikTok Ads Manager to track CTR, CPA, and engagement.
• Adjust strategy based on real data, not guesswork.

The road ahead 

If you are looking for foolproof ways to “reel” in the younger audience section, you might want to read ~ How to Use TikTok Ads to Attract and Convert Gen Z & Millennials.