Viral TikTok Ads Breakdown!

Happy Friday Moementum family!

Building off Tuesday’s newsletter, I want to dive a bit more into the art of crafting viral ads.

So today, I’m breaking down one of July’s top-performing ads straight from TikTok’s Ad Library in the fragrance & performance niche.

I believe this industry is one of the hardest because imagine describing what something smells like and making a complete stranger buy it.

Let’s get into it!

Ad Performance

Here’s the ad I’ll be breaking down (click to check it out):

Let’s start with some stats…

Based on what I can see in the TikTok Ad Library, this is one of the top-performing ads in the fragrance & perfume industry right now.

The engagement on this ad is through the roof, and the CTR is ranking in the top 20% in all ads in that category so they must be doing something right.

Script Analysis

This ad is a great example of using product demonstration and a user’s question to catch attention:

As you’ll see in the breakdown below… this script really isn’t that complicated.

And that’s perfectly fine.

You don’t have to reinvent the wheel with your ads.

Just copy what’s already working on proven ads.

The best thing about it is how authentic it feels as if it wasn’t scripted or planned, these types of raw testimonial videos always perform well on TikTok

The Hook

The first part of this ad is the visual hook.

There’s LOTS of different ways you can approach the hook, but here’s the breakdown behind how this ad does it:

• The ad starts with the speaker answering a question, and showing an eye-catching visual. The most effective intros I’ve seen catch attention with a visual hook first because people see before they hear. (always remember that)

• Most ads look too much like ads. This video looks like an organic TikTok video, with a normal guy answering a normal question.

• It addresses the number one problem everyday consumers have with luxury perfumes—they’re too expensive—and offers a solution.

Body

The hook is the most important part of the ad BY FAR…

But it’s important you nail the body to maintain your viewers.

Here’s what this ad does in the body:

• They start off with a bold statement (wearing it every day) then they hammer down a main customer question (how long does it last)
  

• They focus on the “us vs them” angle while still handling main customer concerns subtly.

• Highlighting the key selling points. The market for this type of product is always looking for good value. They want to buy luxury fragrances at affordable prices and they want them to feel and last just as long. The body of this ad does a really good job of covering all bases of the target market.

Call-To-Action

The final part of the ad is the CTA.

These types of nondirect CTAs play perfectly well into the “organic” style of the video and do a great job of coming off as a friendly consumer not a paid actor.

I do see another version where they add some urgency for the viewer to click through to the landing page and get a unique discount to incentivize the purchase immediately.

However…

This ad gets a pass.

Why?

Because men lie, women lie, but numbers don’t, and it’s clear that this one is pulling in numbers.

So That’s The Breakdown!

Like I said, no need to reinvent the wheel with your ads.

The best ads often feel natural and effortless.

It’s not always about being flashy or relying on gimmicks or overly complicated scripts.

On TikTok, simplicity wins.

I hope this breakdown gave you some inspiration for your own ad campaigns.

Keep experimenting, keep learning, and keep driving that Moementum forward!

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