Write TikTok ad copy

Kite builds every TikTok ad from customer evidence, because a customer's own words are what make an ad sound like a person instead of a brand. A review that says "I finally know what I can spend after taxes" makes a better line than "Smart budgeting for freelancers," and it fits TikTok's caption style without any rewriting.

Before writing, Kite looks for that evidence in several places:

• reviews and testimonials, in your team's knowledge base or pasted into the conversation
• comments people left on your past ads and posts
• quotes from sales calls and customer surveys
• your own past ads that performed well, read through your connected TikTok Ads Manager account
• results your customers have reported, such as time saved or money earned

When Kite uses a customer's number, it keeps their exact wording. If a customer said "about two hours a week," the ad doesn't round it up to "hours every day" to sound bigger.

When Kite can't find any customer evidence, it stops and tells you what it searched and what would help, such as a few reviews pasted into the conversation or approval to research what customers say about you in public. If you ask it to write from your positioning alone, it will, and it tells you plainly that no customer evidence backs the batch.

Kite checks what's already running on TikTok in your category before it writes, so your ads can take an angle nobody else has claimed. It uses TrendTrack, a research source built into Kite, to search TikTok ads and organic TikTok videos by the words your buyers use. For an online store, it can also look at the TikTok ads and videos tied to a particular competitor's store.

Kite reads the text on those ads and the captions on those videos, and it notes which hooks and promises keep coming up. If every competitor's ad opens with "Tired of...," that opening is already crowded, and a different one will stand out. Your competitors' lines stay theirs. Kite uses them to find contrast, not to borrow wording.

For a deeper look at your category on TikTok, see Research TikTok ads and videos in your category.

An angle is a reason to tap, and Kite picks three to five of them before it writes a single line. Each angle comes from a different insight in the evidence, so your test compares different ideas rather than different synonyms for the same idea.

Kite chooses angles from options like these:

• the problem your customer was living with
• the result they got
• proof, such as a specific number a customer reported
• a comparison with the usual way of doing things
• who the product is built for
• an objection answered
• a view your customers hold that goes against the usual advice

An offer or deadline angle appears only when you have a real offer with a real end date. Within each angle, Kite varies the wording, how specific the line is, and its form, such as a statement, a question, or a direct instruction.

The text on a TikTok ad should say the one thing the video doesn't, in words that sound like the person in the video could have written them. The video already shows the product and delivers the hook. The ad text names who the ad is for, adds a specific detail or piece of proof, and leads naturally into the call-to-action button.

Kite writes each line to work with the video it will sit on. When you supply the video, Kite reads the words alongside it, so the text doesn't repeat what the viewer just saw or heard. It also drafts each opening together with the words that follow it, so the first few words lead somewhere the rest of the line can deliver. The feed can cut long text short, so Kite puts the point in the first sentence.

Here's what a set might look like for a budgeting app for freelancers, built from a review that said, "I finally know what I can spend after taxes, and I stopped dreading April."

• Problem angle: "Still guessing how much of each invoice belongs to the tax office?"
• Result angle, in the customer's words: "Finally know what you can spend after taxes."
• Who it's for: "For freelancers who are done dreading April."
• Display name: "Tally Budget"

Each line is short enough to show in full, none of them uses a hashtag or a link, and all of them read like something a person would type under their own video. In a real batch, each line would also name the review, comment, or past ad it came from.

TikTok ads feel native when the words and the video both sound like a real person rather than a brand announcement. In the text, that means plain sentences, specific details, and your customers' own phrasing instead of slogans. Kite writes every line in sentence case with straight quotation marks, and it runs a review pass on every line to strip out the stiff, generic phrasing that marks copy as an ad.

The video matters even more, because it's what people see first. When Kite makes a TikTok video for you, it aims for something that looks like a post from a person:

• The video opens on a face mid-sentence, the result, or the problem on screen, never on a logo or a title card.
• The spoken hook also appears as on-screen text of ten words or fewer.
• Captions come in short chunks of a few words, in a clean style that matches what TikTok users see every day.
• The real product appears early, on a real screen, as proof.
• The video ends on one simple next step instead of a branded end card.

Kite builds the video from true details about your company and uses your own site's images and footage before it generates anything. A social video is vertical and fifteen to thirty-four seconds long unless you ask for something else. For more on how Kite makes the finished video, see Make video ads.

TikTok's help pages for reservation in-feed and TopView ads advise keeping ad text within 100 characters so it shows in full without a "See more" link. TikTok's page for standard auction in-feed ads doesn't state a number, so 100 characters is the safe working limit. The display name, which is the brand name shown on the ad, has a hard limit of 20 characters, or 10 for Chinese, Japanese, and Korean. On standard in-feed ads, the ad text can't include links, @ mentions, or hashtags.

Kite doesn't count by eye. Every line goes through a checker that counts its characters exactly, counting Chinese, Japanese, and Korean characters and most emoji as two. The checker flags any line over its limit, any line repeated within the same ad, and any line missing a source. Kite fixes what it finds and runs the check again before you see the batch. It also tells you which limits TikTok hasn't stated in writing for every format, so you know which numbers to double-check for the placement you choose.

Kite delivers the copy for your team to review, choose from, and launch. The batch arrives in the conversation with the angles explained, every line listed beside its source, and the checker's results attached. The same lines come in a file your team can paste from.

Kite doesn't create or launch ads in your TikTok account. A live ad spends your money in public under your name, so your team makes that call. You pick the lines you like, pair them with the video, choose the call-to-action button and landing page, and launch in TikTok Ads Manager. If you'd rather upload in bulk, give Kite your campaign names, ad group names, and landing page address, and it prepares a copy of the batch in the layout your import needs.

TikTok creative wears out fast, because the same viewers see the same ad again and again until they stop responding. With your TikTok Ads Manager account connected, Kite reads each ad's text and results over a period you choose and uses them to write the next round.

Kite judges the ads by the measure you care about, such as cost per signup or cost per purchase. The winning angles get fresh wording. The losing ones are retired. One or two new angles go in to test. Lines that haven't had enough views to judge stay marked as untested, so a small sample doesn't kill a good idea, and Kite never describes a line as tested when there's no performance data behind it.

Kite records each round in your team's knowledge base: the period it looked at, which angles won, which it retired, and which are now being tested. Each new batch starts from everything the earlier rounds taught it, instead of from a blank page.