Consider this: you've crafted the perfect short video using the best TikTok video editor, and now you're ready to share it with the world. But before your ad can make its debut on TikTok, it needs to pass through TikTok's ad review process. How long does this take? And why does it matter? Understanding the ins and outs of TikTok's ad review process is crucial for creators and marketers looking to make a splash on the platform. This guide will explore how long the TikTok ad review process takes and what factors can affect the timeline.
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Table Of Contents
What Is TikTok Ad Review?
TikTok Ad Review: What Happens After Submission
After you hit submit on your ad campaign, TikTok closely examines it to ensure it aligns with its Advertising Policy. You can track your ad’s progress in the status column of your account.
The Initial Automated Screening
Once you submit an ad, TikTok’s system jumps into action. It automatically checks the visuals, text, audio, and links. This screening looks for compliance issues with TikTok’s Ad Policies, which cover a wide range of topics like prohibited products, sensitive content, and false claims.
Manual Review by TikTok Staff
If the automated system spots issues or needs a closer look, the ad gets flagged for a manual review—TikTok staff step in to handle complex content, controversial themes, or user reports.
Approval and Feedback
When an ad meets all the guidelines, it gets the green light and goes live. If it doesn’t, TikTok provides feedback on why it was rejected. Advertisers can then make changes and resubmit for another review.
How Long Does TikTok Ad Review Take
TikTok reviews and approves ads within 24 hours. However, the speed of approval depends on the quality of your request and adherence to TikTok’s advertising policies. Ensuring your ad complies with their guidelines can help expedite the process.
Meeting TikTok’s Advertising Standards
Your ad content must comply with TikTok’s community guidelines and terms of service. Ads should not depict violence, hate speech, or illegal activities. They should avoid adult content, harassment, and misinformation. Ensure your ads are free from deceptive practices, protect minors, and avoid promoting self-harm or extremist content.
Understanding TikTok’s Terms and Conditions for Ads
TikTok requires ads to be clear, accurate, and professional. Misleading content is prohibited. You must have proper licenses for any copyrighted material used. Landing pages should match ad content and function correctly. Ads in sensitive industries undergo more scrutiny to ensure legal compliance. TikTok also restricts ads for specific sectors, such as tobacco and e-cigarettes.
TikTok Ad Status Explained
TikTok ads can have various statuses, such as “In Review,” “Active,” “Inactive,” or “Completed.” These indicate where your ad is in the process—from initial review to delivery. An ad violates policies and may become “Not Approved” or face penalties. Understanding these statuses can help you manage your ad campaigns more effectively.
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Why Are Your TikTok Ads Not Being Approved
Insufficient Funds: A Common Culprit
Your TikTok ads might not delivered due to a lack of funds in your TikTok Ads account. A zero balance will halt your ad delivery if you choose Manual Payment. You need a positive balance with manual payments before your ads go live. Once they start running, charges are deducted from your balance. If your funds run out, your ads stop, and impressions cease. The fix is simple: log in, navigate to ‘Tools’ under ‘Settings,’ click ‘Payment,’ and ‘Add balance.’ Enter your desired amount, select a payment method, and enter payment details. Wait for processing and verify your balance.
Timing Is Everything: Check Your Schedule
An incorrect ad schedule can prevent your TikTok ads from failing. You'll see no results if your schedule doesn’t align with your ad run dates. Double-check your scheduled times. If you set a future time range, your ad group won’t deliver since it hasn't started running. To fix this, ensure your start time and your time zone are correct.
Review and Rejection: Overcome Ad Approval Hurdles
If your ads are under review or rejected, they won’t deliver due to non-compliance with TikTok’s ad requirements. TikTok’s ad review checklist ensures your ads are eligible for publication, focusing on a captivating, mobile-friendly landing page, matching ad messaging, consistent language, and high-quality ads. The review process takes up to 24 hours.
Account Review: A Waiting Game
While waiting for ad approval, a common issue is that your account is being reviewed. This typically happens with new accounts to ensure compliance with TikTok’s rules. If under review, ads won’t deliver. There are different statuses: ‘In review’ means your account is being checked, ‘Not approved’ means TikTok hasn’t cleared it, and ‘Penalized’ means your account is deactivated. Most reviews finish within 24 hours. If permanently disabled, create a new account.
Freshly Approved Ads: Patience Is Key
Even when ads are approved, they may not be delivered immediately. TikTok’s system needs time to learn about your target audience and find the right platform to display them. Be patient and allow your ads to accumulate impressions gradually. It might take a day or so for your ads to gain traction, so monitor their performance.
Budget Constraints: Keep the Funds Flowing
Sometimes, your TikTok campaigns or ad groups need more budget, stopping ad delivery. Without enough funds, TikTok withholds ads, affecting impressions. Review your daily total cost and budget. If you’ve exceeded your daily budget limit, boost it for continuous delivery.
Low Bidding Strategy: Step Up Your Game
A low bid can hinder competition for impressions and clicks. TikTok will limit your ad display, affecting delivery. To fix this, choose the right bidding strategy. Use the Cost Cap strategy to manage daily cost per result. For Conversion campaigns, use the Lowest Cost strategy. Start your bid at about 20 times your target CPA. Conduct market research on average ad costs in your industry to make informed decisions.
Unsuitable Content: Meet TikTok’s Standards
Subpar ad quality can prevent ads from appearing on the ‘For You’ page. Ensure your ads meet TikTok’s standards. Keep videos under 60 seconds, make content unique and aligned with TikTok’s Brand Guidelines, avoid blurry videos, and use correct aspect ratios. Following these guidelines increases your chances of ad delivery.
10 Best Practices for TikTok Ad Review
1. Quick Quality: Use Crayo AI for Fast TikTok Video Creation
Crayo is your best ally for creating high-quality TikTok videos quickly—ideal for meeting tight deadlines and getting your ads approved faster. With Crayo, you can transform your ideas into engaging short videos in seconds. Just write a prompt, customize your style, and export your video. Crayo auto-generates captions, effects, backgrounds, and music, simplifying the process.
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2. Follow TikTok Ad Guidelines for Quick Approval
Ensure your TikTok ads get approved swiftly by adhering to TikTok’s ad guidelines. Use language accepted in your target locations and remove any symbols, incorrect spelling, or gimmicky use of spelling in your display name. Avoid advising users to act unsupported on the app, and use high-quality media that meets TikTok’s image and video specifications. Ensure your ad creative and display name are consistent with your landing page, and avoid using unauthorized elements in both your ad and landing page.
3. Lead With a Hook to Maximize Engagement
Grab viewers’ attention and keep them watching your TikTok ad using a hook in the first few seconds. Open your video with action and exciting audio, display an enticing headline, or show an unusual or provocative visual. Test a variety of angles, headlines, and video openers to find what works best for your audience.
4. Sell With Stories to Create Cohesive Narratives
Using stories, create a cohesive narrative around your product in your TikTok ad. Stories work because they allow viewers to consider themselves stepping into the narrative. They work even better when you have an earnest performance or an honest emotional reaction to your product. Authenticity is key.
5. Keep Your Ads Short and Lean for Maximum Impact
Roughly 60% of videos with the highest click-through rates get their message across in the first three seconds and keep their ad length within a 30-second sweet spot. To increase watch time, consider stitching together multiple one to two-second video quick cuts with different camera angles and speeds. Trim unnecessary pauses and lulls as much as possible.
6. Use TikTok's Built-In Tools to Enhance Content
Enhance your TikTok ad content using TikTok’s built-in publishing tools. Your ads will blend in more if you integrate audiovisual effects like greenscreen, transition effects, subtitles, time warps, video reversals, background music, and more. Audiovisual variety is inherently stimulating and adds a sense of novelty that keeps people engaged.
7. Highlight Discounts and Special Offers
If you’re offering a deal, feature it prominently in your TikTok ad. Discounts are a reliable tactic to improve conversion rates. If you’re offering a TikTok-exclusive promotion, make sure to say so—include an offer code with a creator’s name or the word “TikTok” in it.
8. Choose a CTA That Matches Your Goal
Include a call-to-action button (CTA) in your TikTok ad that tells viewers what to do next. Make sure your CTA matches what you’re promoting. For example, if you drive traffic to a product page, use “Shop Now.” Be specific and pick a CTA that aligns with your advertising goal.
9. Test Bold Ideas, Then Refine What Works
Test a high volume of ad creatives to find what resonates with your audience. Once you have data, focus on the few ad concepts showing the most evident signs of traction. Tweak and iterate the selected few to realize their full potential.
10. Enable Comments for Increased Engagement
Enable comments on your TikTok ads, as engagement can help propel your ads in the auction, increasing exposure to broader audiences. Positive comments are social proof for potential customers. Use negative keyword filters to block negative comments if needed.
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Benefits of TikTok Ads
Reach a Diverse Audience
TikTok isn't just for Gen Z. While it's true that a significant portion of creators are younger, there's a massive audience across all age groups. 59% of users are over 25, including Millennials, Gen X, and even Baby Boomers. This diverse user base offers a wealth of opportunities to target various demographics. With a suitable TikTok ad targeting strategy, you can tap into countless niches and communities, making your campaigns highly effective.
Affordable and Easy Campaign Creation
Do TikTok ads need to be simplified or more expensive for your small business? Think again. Setting up a TikTok campaign is straightforward, and there are many resources to help you get started. TikTok's Back to Business relief program offers $100M in ad credits globally, assisting small businesses affected by COVID-19. Plus, the cost per click is similar to Facebook ads, making it an accessible platform for businesses of all sizes.
Versatile Ad Formats to Boost Engagement
TikTok's diverse ad formats are designed to capture attention and encourage interaction. Whether it's the unmissable TopView ads that appear as soon as users open the app or immersive Brand Takeover ads, there's a format to suit every campaign. In-feed ads allow users to engage with content directly on their For You Page. At the same time, Branded Hashtag Challenges invite users to participate and create content, driving substantial brand awareness and engagement.
Equip the Potential of Influencer Marketing
TikTok is a goldmine for influencer marketing. By collaborating with creators, your brand can reach a vast audience with genuine, relatable content. Unlike heavily edited Instagram posts, TikTok content is raw and authentic, making it more appealing to users. Influencers like Charli D’Amelio and Addison Rae have skyrocketed to fame on the platform, demonstrating the immense potential for brands to connect with users through influencer partnerships.
Amplify Brand Exposure
TikTok is all about trends. Your brand can increase its visibility and reach by creating video ads that align with daily trends. TikTok’s algorithm favors relevant and timely content, so participating in current trends can help your brand’s videos go viral. This increased exposure not only boosts brand awareness but also drives user engagement.
Engage with Active Users
TikTok users are highly engaged, making it an ideal platform for advertisers. With its diverse content, TikTok offers something for everyone, from clothing brands to transportation companies. Advertisers can leverage TikTok’s dynamic trends, popular music, and unique features like Stitches and Duets to create compelling campaigns that resonate with users.
Showcase Products Authentically
TikTok’s emphasis on authenticity allows brands to showcase their products genuinely. Unlike Instagram, where users often present a polished version of themselves, TikTok encourages realness. By participating in TikTok’s authenticity-driven culture, brands can increase awareness and engagement while introducing their products and services to new audiences.
Effective Video Marketing
TikTok’s video-only format lets advertisers connect with users through captivating visuals and sound. While Facebook and Instagram ads are typically silent or short, TikTok’s medium encourages users to engage with the content. Using popular songs or sounds, brands can create ads that feel native to the platform, boosting user engagement and brand recall.
Stay Ahead of the Curve
TikTok isn't just a passing trend. As the platform grows, it becomes a key player in social media marketing. By getting involved now, brands can stay ahead of the curve and capitalize on TikTok’s innovative features and creative potential.
Create Viral Shorts In Seconds With Crayo
Ever wish you could whip up viral TikTok videos faster than you can say “trending”? Crayo AI is here to make that dream a reality. Think of it as your magic wand for creating short videos. With Crayo, you can spin out unlimited short clips in one go. That means more time for creativity and less time spent on editing. It even auto-generates captions, effects, backgrounds, and music. Just write an outline, pick a style, and let Crayo work magic. You don’t even need an account to try it. Hit the ‘Try Now’ button on our homepage, and you’re off to the races.
How TikTok Ad Review Impacts Your Strategy
Waiting for TikTok to review your ads can feel like watching paint dry. However, understanding the process can help you plan your strategy better. TikTok usually reviews ads within 24 to 48 hours. However, during peak times, it might take longer. To avoid delays, make sure your ad follows TikTok’s guidelines. Double-check for prohibited content and ensure your ad is engaging and relevant. The smoother your ad review, the quicker you can get back to creating killer content.
The TikTok Creator Fund: An Opportunity You Don’t Want to Miss
The TikTok Creator Fund is your ticket to turning creativity into cash. Once you’ve mastered the art of viral videos, you can join the program and get paid for your content. To qualify, you must be at least 18 years old, have a minimum of 10,000 followers, and have accrued at least 100,000 video views in the last 30 days. Once you’re in, you’ll earn money based on your video’s performance. It’s a fantastic way to monetize your passion and take your TikTok game to the next level.
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