| name | tiktok-ad-script |
| description | Creates TikTok ad scripts that feel native to the platform with trending hooks, UGC style, and spark ad recommendations. Use when writing video ad scripts for TikTok campaigns. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
TikTok Ad Script
When to Use This Skill
Use this skill when you need to:
- Write video ad scripts for TikTok ad campaigns
- Create UGC-style ad scripts that blend with organic content
- Develop Spark Ad content briefs for creator partnerships
- Produce hook variations for TikTok A/B testing
DO NOT use this skill for organic TikTok content calendars, TikTok shop setup, or non-TikTok video ads. This is specifically for paid TikTok advertising scripts.
Core Principle
TIKTOK ADS THAT LOOK LIKE ADS GET SKIPPED — THE BEST-PERFORMING CREATIVES FEEL LIKE NATIVE CONTENT A FRIEND WOULD POST.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Product/service | "What are you advertising?" | No default — must be provided |
| Target audience | "Who is this for? (age, interests, pain points)" | Entrepreneurs 25-40 |
| Ad format | "In-feed, TopView, or Spark Ad?" | In-feed |
| Video length | "15s, 30s, or 60s?" | 15-30 seconds |
| CTA | "What should viewers do? (shop now, sign up, download)" | Shop Now |
| Content style | "Talking head, product demo, text overlay, or story?" | Talking head (UGC style) |
GATE: Do not proceed until the product and audience are confirmed.
Phase 2: Hook Strategy
The hook determines everything on TikTok. Develop 5 hook options before scripting.
Hook Formulas That Work on TikTok
- "POV" hook: "POV: you just discovered [product] and now [positive outcome]"
- Controversial take: "Unpopular opinion: [bold statement about industry]"
- Before/after: "I used to [old way] until I found this..."
- Social proof: "[Number] people are using this and I finally tried it"
- Direct address: "If you're a [audience] who struggles with [pain], watch this"
- Trend jack: Adapt a trending sound or format to the product message
- Negative hook: "Stop [common mistake] — here's what to do instead"
Present 5 hooks for user selection before writing full scripts.
GATE: User selects their top 3 hooks.
Phase 3: Write Scripts
Deliver 3 full scripts using the selected hooks.
Script Format
## Script [A/B/C]: [Hook Style]
**Format:** In-feed
**Duration:** ~[X] seconds
**Style:** UGC talking head / Product demo / Text overlay
**Sound:** Original audio / Trending sound [name]
---
[HOOK — First 1-3 seconds]
(Visual: [Camera angle, setting, energy level])
"[Opening line — the hook]"
[BODY — 3-20 seconds]
(Visual: [What's on screen — product, demonstration, reaction])
"[Problem acknowledgment — 1-2 sentences]"
"[Solution/product introduction]"
"[Key benefit — specific outcome]"
[CTA — Final 3-5 seconds]
(Visual: [Product shot, URL, or swipe-up prompt])
"[Call to action]"
---
**On-screen text:** [Text overlays that appear — remember sound-off viewing]
**Captions:** [Auto-captions recommended]
**Hashtags:** [3-5 relevant hashtags]
TikTok-Native Rules
- First frame must be visually interesting — no black screens or logos
- Shoot vertical (9:16 aspect ratio)
- Use native TikTok fonts for text overlays, not branded fonts
- Imperfect production quality outperforms polished ads
- Speaking pace should be fast and energetic — match TikTok's native rhythm
Phase 4: Production Brief
Creator Brief (for Spark Ads or UGC partnerships)
## Creator Brief
**Product:** [Name]
**Key message:** [One sentence]
**Must mention:** [Required talking points]
**Do NOT mention:** [Competitor names, unapproved claims]
**Style direction:** Authentic, conversational — NOT scripted-sounding
**Filming requirements:**
- Vertical (9:16)
- Good lighting (natural preferred)
- Length: [X] seconds
- Include product in shot by second [X]
**Hook options (pick one or create your own):**
1. [Hook A]
2. [Hook B]
3. [Hook C]
**Deliverables:** 3 video variations with different hooks
**Usage rights:** [Paid ads for X months, organic repost]
Testing Plan
- Test 3 hooks against each other with identical body/CTA
- Run each for 48-72 hours with equal budget before picking winner
- Winning hook gets 3 new body variations
- Creative fatigue hits fast on TikTok — refresh every 7-14 days
Example: Online Course Ad (15s, Talking Head)
[HOOK — 0-2s]
(Visual: Creator looking at camera, casual setting, slightly surprised expression)
"I spent $15K on a business degree and this $47 course taught me more."
[BODY — 2-12s]
(Visual: Creator talking, then screen recording of course dashboard)
"Seriously — I learned how to automate my entire content workflow in one weekend.
I'm saving 10 hours a week now and my content is actually better."
[CTA — 12-15s]
(Visual: Course landing page, swipe-up animation)
"Link in bio — it's stupid cheap right now."
On-screen text: "$15K degree vs. $47 course // 10 hrs/week saved
Anti-Patterns
- Over-produced content — studio lighting, branded intros, and corporate voiceovers get scrolled past instantly
- Slow hooks — if the hook does not land in 1-2 seconds, the ad fails. No build-up.
- Ignoring trends — TikTok rewards relevance. Adapt trending formats when possible.
- Static product shots — TikTok is a motion platform. Show the product in use, not sitting on a table.
- Formal language — write how people talk on TikTok. Casual, fast, direct.
Recovery
- No video production capability: Write scripts for text-overlay style ads using stock footage or product images with animated text. Still effective.
- Product does not feel "TikTok native": Every product can work — B2B, SaaS, services. Reframe as a "hack" or "tool I wish I knew about sooner."
- No trending sounds available: Use original audio with captions. Talking head with captions consistently performs well without trends.
- Creative fatigue: Build a library of 10+ hook variations upfront. Rotate new hooks weekly while keeping winning body/CTA structures.
