If you want to drive attention to your ad, TikTok is the way to go. It’s a great tool for engaging audiences and driving sales. Serenity’s Portable Hair Curler ad does a great job of showcasing their product in action, but is it as effective as it could be? 

Campaign Objectives

The main goal of this ad is to drive product sales and conversions. The high click-through rate (CTR) and conversion rate (CVR) show that it successfully captures viewers’ interest and encourages action.

Ranking in the top 3% for CTR indicates strong engagement, while its top 36% placement for conversions suggests that many viewers are motivated to purchase. However, there is a noticeable dip in conversion rates midway through the video, which could mean that some viewers lose interest before taking action.

Creative Elements

The ad follows a tutorial-style video format, which is very popular in the beauty and personal care industry. The text overlay, “How to make your hair curly in 8 seconds,” immediately sets expectations and draws in viewers. The voiceover is informal and conversational, making the process feel accessible and easy (even if you don’t know much about styling hair). The excitement in the final statement, “Oh, my god. This is the final result,” reinforces the product’s effectiveness and creates a sense of being blown away. 

While the demonstration is clear, the ad could benefit from a stronger call-to-action (CTA). A phrase like “Shop Now” or “Get Yours Today” would provide a more direct push to encourage conversions and clicks.

Target Audience and Engagement

Based on engagement levels, the ad is likely targeting young women aged 18 to 35 who are interested in beauty and hair. TikTok users who watch beauty tutorials and product reviews are the primary audience, as well as shoppers looking for easy-to-use styling tools. 

The highest engagement occurs at the beginning and end of the video, but the middle section sees a dip in activity. This suggests that the pacing could be adjusted to maintain viewer interest throughout the entire clip.

Performance Analysis

Compared to industry benchmarks, this ad performs very well in some areas but has room for improvement in others. Ranking in the top 3% for CTR is impressive, but the drop-off in engagement at two seconds suggests that stronger retention tactics are needed. One way to keep viewers engaged is by incorporating a quick transition or jump-cut to a different camera angle at the two-second mark, breaking up the video. 

While a top 36% placement for CVR is a solid result, implementing a stronger CTA or a limited-time offer could drive even higher conversions. The engagement rate, measured by 5K likes, 60 comments, and 156 shares, indicates a positive reception, though interaction could be boosted further by encouraging viewers to leave a comment or incorporating user-generated content.

Optimizing the Ad For Better Performance

There are a few ways to optimize the ad for better performance. The call-to-action should use a more direct phrase like “Get Yours Now – Before it Runs Out!” and should feature a clickable link or discount offer to create urgency. 

A/B testing should also be used and could involve creating multiple versions of the ad to measure their effectiveness. One version might feature a before-and-after transformation to show the product’s impact, while another could use micro-influencer collaborations to establish credibility and social proof.

Each ad can test different CTAs, such as “RUN and Get This Product” versus “Limited Offer – Get Yours Before It’s Too Late!”. This could reveal which messaging drives more conversions.

Experimenting with video length—such as a shorter, choppier edit versus a slightly longer and more detailed tutorial—could help determine the ideal duration for engagement and retention.

Final Thoughts

Overall, Serenity’s TikTok ad does an effective job of demonstrating its hair curler, but small tweaks could make it even stronger. By improving the CTA, keeping engagement high throughout the video, and testing different video formats, the brand can maximize its conversion rates and get the most out of its high-performing ad.

Resources

Hair curlers! solve split tips in minutes. 50% off, last 48 hours! from TikTok top ads in undefined industry. Hair curlers! Solve split tips in minutes. 50% OFF, last 48 hours! from TikTok Top Ads in undefined industry. (n.d.). https://ads.tiktok.com/business/creativecenter/topads/7166358738223808514/pc/en?countryCode=US&period=30&from=001111