After allowing users to create carousel posts, Tiktok continued to launch carousel ads. The ad format allows sellers to promote multiple products at the same time in the collection. Before Tiktok, Facebook also launched this ad format and was popular with sellers for product promotion campaigns. Carousel Tiktok ads bring many benefits to sellers, but to be effective, it requires a suitable implementation strategy that not all advertisers know

Having just been launched not long ago, this type of advertising is still quite unfamiliar to sellers. In this article, we will focus on analyzing Carousel ads, the benefits it brings and detailed instructions for how to make carousel ads on TikTok effectively.

What is Carousel Ads TikTok?

Carousel TikTok ads are multi-image ads and can add specific captions for each image in 1 ad. Carousel ads on TikTok can post up to 35 images and a minimum of 2 images, this ad will appear on the viewer's newsfeed. Users can swipe between different images to view more details and control the viewing pace by themselves. Carousel ads, if well designed, will help businesses attract viewers and increase the effectiveness of message transmission.

Types of Carousel Ads TikTok

TikTok offers two main types of Carousel Ads, tailored to different advertising objectives:

Standard Carousel

The Standard Carousel is a basic format that allows multiple slides with unique images, headlines, and links. Each slide can focus on a different feature, product, or story, enhancing creativity and variety in engaging users. This format is particularly suitable for telling brand stories, highlighting product features, or directing users to various landing pages.

Video Shopping Ads (VSA) Carousel

The Video Shopping Ads Carousel combines video content with product cards displayed below the video, optimizing the shopping experience. These product cards are synced from the business’s product catalog, enabling users to view details and make purchases directly on TikTok. This format is ideal for e-commerce brands, especially when the goal is to drive sales and create a seamless shopping experience.

Depending on the campaign objectives, businesses can choose the Standard Carousel to focus on brand awareness or the Video Shopping Ads Carousel to optimize conversions and revenue.

Carousel ads specs

Standard Carousel

Image Requirements

- min 2 - max 35 images

- JPG/.JPEG or .PNG

- File size ≤100 KB suggested

- Image resolution: Horizontal 1200*628px | Square 640*640px | Vertical 720*1280px

Music Requirements

- Music is a must (will play loop playback)

- Duration >=2s,

- Supported type: .mp3, .wav, .m4a, .flac

- Can support both CML music and music upload (File size: Up to 10M; Music format: MP3)

Ad Requirements

- Only allows one ad caption and call-to-action for all images

- One URL for all images (Not powered by a feed/product catalog)

Video Shopping Ads (VSA) Carousel:

Image Requirements

- Minimum images shown: 2

- Maximum images shown: 20

Music Requirements

- Music is a must (will play loop playback)

- Duration >=2s,

- Supported type: .mp3, .wav, .m4a, .flac

- Can only support music upload (File size: Up to 10M; Music format: MP3)

Ad Requirements

- Only allows one ad caption and call-to-action button

- Each product image can be led to a unique product link (powered by Catalog)

What are the advantages of TikTok Carousel Ads?

Carousel ads were launched as a great solution for advertisers who are having a headache finding the right ad format to promote collections.

Introduce attractive new products or collections

This ad format allows users to annotate under each photo, so it is very suitable for introducing collections containing many new products. In addition, TikTok carousel ads also allow advertisers to add CTA buttons and product links. This is suitable for sellers who want to create a visual look for users about products, especially in the fashion and beauty industry. These features can encourage users to click on the product to learn more information.

Announce a challenge, giveaway or flash sale

If you are planning a challenge, giveaway or flash sale, Carousel Ads will be the perfect choice to convey the message. You can use each slide to provide specific information, such as event details, how to participate, or when the event will take place. These ads also create a sense of urgency by adding calls to action like “Only 2 days left!” or “Shop now for a special offer,” encouraging users to participate right away.

Save on marketing costs and drive audience engagement

One of the biggest benefits of TikTok Carousel Ads is the ability to save on marketing costs while still ensuring high efficiency. Instead of creating multiple individual ads, you only need one ad with multiple slides to reach customers. Furthermore, this format increases engagement rates thanks to the appeal and diversity of the content, while providing detailed metrics to measure and optimize campaign effectiveness. This is a smart marketing solution for businesses looking to maximize ROI.

How to make carousel ads on TikTok

Carousel TikTok ads can be created directly on the TikTok ads manager. Both formats have the same ad creation process, below we will analyze the process of creating effective carousel ads TikTok for beginners.

Initiate a new campaign

The first step, when entering the ads manager, you need to choose to create a new ad. 

Choose a supported Advertising Objective

There are 3 options for the advertising objective: Traffic, Web Conversions, or App Promotion. Depending on your marketing plan, you can choose the appropriate objective.

Select the appropriate promotion type

Traffic (App or Website), Website conversions, or App promotion.

For Identity, turn off Use TikTok account to deliver Spark Ads for Non-Spark Ads or turn on for Spark Ads.

Choose the Carousel ad format:

There are 2 types of carousel ads: standard carousel ads and VSA carousel:

VSA allows you to link to multiple products in 1 ad. On the other hand, regular ads will only allow links to 1 single landing page in 1 ad. VSA ads will be suitable for the goal of advertising multiple products at the same time, encouraging them to visit the booth to learn more.

On the other hand, regular ads will be suitable for businesses with the goal of increasing traffic to the booth or website.

Upload your image assets.

You can upload images directly from your computer or select from the image library. Utilize the preview tool on the left side to see how your Carousel ads will appear. Edit or delete images as necessary using the buttons on the right side of the images.

The Smart Cover Image Selection feature

is enabled by default, optimizing the cover image based on performance. You can disable this feature if preferred.

Adding music

Either from the TikTok library or by uploading your own.

Launching

Your ad is now ready to launch, but you can still edit your ad, add or remove photos, and edit other parts by accessing Tiktok ads manager.

Why TikTok carousel not working: How to fix

Sometimes, due to some issues, your carousel ad is not working or is in active status but not making money. Here are some reasons for this situation and the appropriate solutions.

Ad content or design issues

Cause: The content does not comply with TikTok's advertising policies, including images, videos, or text. In addition, the carousel design may not be optimized (for example, the size is incorrect or the slide is not consistent).

How to fix:

• Check the content again to see if there are any violations of regulations.

• Make sure the image/video is high quality, the correct size (1080 x 1920 px) and the content is attractive.

• Use the TikTok Ads Library to see successful ads in your industry.

Inappropriate Targeting

Cause: Your target audience is too narrow or incorrect. This may prevent TikTok from finding enough relevant users to show your ad to.

Fix:

• Expand your targeting, test larger audiences, or use broad targeting.

• Use TikTok's Audience Insights to better understand user behavior.

Inappropriate Budget or Bidding

Cause: Your budget is too low or your bidding strategy is uncompetitive, making your ad ineligible for delivery.

Fix:

• Increase your daily budget or total campaign budget.

• Select Cost Cap or Bid Cap and adjust your bid based on performance data.

Problems with the TikTok Pixel or API

Cause: The pixel is not installed properly, or there is a problem with the data stream from your website/app.

How to fix:

• Recheck your TikTok Pixel settings via TikTok Events Manager.

• Make sure all key events (like Add to Cart, Purchase, etc.) are working properly.

Machine Learning Algorithm Not Optimized

Cause: The campaign is in the "Learning Phase" and has not accumulated enough data to optimize.

How to fix:

• Let the campaign run continuously for at least 5-7 days.

• Make sure there are at least 50 conversion events per week for the algorithm to optimize.

High Ad Competition

Cause: If you run ads in a competitive industry (like fashion, beauty), TikTok may prioritize other campaigns.

How to fix:

• Adjust the ad run time to less competitive time slots.

• Increase bids or budgets to beat competitors.

Technical Error or Account Limitation

Cause: TikTok system error or limited ad account that you don't realize.

How to fix:

• Check your email or TikTok Ads Manager for an error message.

• Contact TikTok support for timely handling.

• Try each of the above steps to fix the problem. If the problem persists, you can try creating a new campaign to check if the error persists.

Conclusion

Building a TikTok carousel advertising strategy from the beginning will help you achieve the desired results. In addition to building and implementing the strategy, do not forget the small requirements for the advertising specifications, which are related to whether your ad is approved and distributed or not. If your ad is not working, review the content, bidding, and targeting issues to choose the appropriate solution. 

Luca agency with more than 8 years of experience and a dedicated support team will assist you with any problems you may encounter with TikTok Ads. Contact us now for advice and support 24/7.