---
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

1. **"POV" hook:** "POV: you just discovered [product] and now [positive outcome]"
2. **Controversial take:** "Unpopular opinion: [bold statement about industry]"
3. **Before/after:** "I used to [old way] until I found this..."
4. **Social proof:** "[Number] people are using this and I finally tried it"
5. **Direct address:** "If you're a [audience] who struggles with [pain], watch this"
6. **Trend jack:** Adapt a trending sound or format to the product message
7. **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.
