Meta and TikTok ads from the competition: Analyze and simply copy?!

With the variety of ad libraries (TikTok, Meta, LinkedIn, and more), it has probably never been so easy to look at the competitors' creatives and bluntly copy them. But is that now the golden path to better CTRs, lower CACs and higher ROAS? Probably not. You can easily view your competitors' ads on the following pages:‍

TikTok Ad Library

Meta Ad Library

Google Ads Transparency Center

LinkedIn Ad Library

How do I make optimal use of the Meta and TikTok Ad Library?

Start researching competitors with your direct market competitors. With all ad libraries, you are able to search for company names. The active ads will then be listed transparently here. This gives you a first impression of which advertising media your direct competition is using.

As a second step, you can search for companies that are known for their good advertising. This gives you the opportunity to understand what type of advertising is being used in other industries. These findings not only serve as a source of inspiration, but also enable us to integrate proven tactics and strategies into our own creatives.

How do I use the knowledge I have gained?

Instead of simply copying the supposed “winning creatives” of your competition, try to understand what content potential customers see and think about how your product differs from it. If your ads were shown one at a time. Which aspects or USPs should your ad highlight vis-à-vis your competitor? Give your customers a reason thee instead of trusting your competitor.

However, that means NOT that your competition's ads can't help you For example, you'll get insights into suitable ad formats. Is there a lot of UGC (user-generated content) running? Are they more static ads or classic carousel ads?

You can also find out which pain points are addressed, what the main message of the creative and to which landing page is linked according to the information provided. Of course, you won't receive exact performance data. However, you can make well-founded assumptions and don't have to guess into the blue.

5 steps for optimal creative ideas from the ad libraries

1. Check of direct competitors:

Find out who your direct and indirect competitors are.

2. Be influenced by inspiring brands:

Think outside the box too! Look at brands that may be successful in completely different areas, but still use tactics that could also appeal to your target group.

3. Browse through your target platform's advertising library:

Head over to the Meta or TikTok ad library and analyze the ads of your competitors and inspiring brands. Pay particular attention to the selected images, texts, disruptors and the general visual design.

4. Media mix, communication style and creative layout:

Document which media mix, communication style, and layout you see in the ads you examined.

5. Brainstorming:

How can you stand out from the competition? Now comes the creative part! Consider how your ads can stand out compared to the competition. Use your collected insights to create compelling ads that appeal to your audience.

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By following these five steps, you can make the best use of Meta and TikTok Ad Library to find inspiring ideas for your own creatives to ensure that your ads are effective and engaging.