TikTok Stories Ads are opening up a new channel, allowing SMEs to create instant interactions with potential customers in a more natural and effective way. According to DPS.MEDIA's analysis, brands leveraging TikTok Stories Ads have recorded an engagement rate up to 461% higher compared to traditional ad formats. This stems from the characteristics of Stories – a concise display format, appearing in a prominent position, encouraging users to connect with brand content instead of skipping like other ad formats.
Why shouldn't you miss out on TikTok Stories Ads? In fact, TikTok has surpassed 70 million users in Vietnam (DataReportal 2024), with over 75% being Gen Z and Millennials – young customers with strong purchasing power who frequently update trends through Stories. Utilizing Stories Ads not only helps businesses stay ahead of trends, but also increases the ability to tell brand stories in a relatable way, shaping brand identity directly in the minds of customers.
From experience running hundreds of digital marketing campaigns for SMEs, DPS.MEDIA has found that brands combining creative content with the Stories platform on TikTok often achieve higher conversion rates, thanks to the advantages of personalization and brevity, quickly catching trends. This is the biggest difference that makes Stories Ads an ideal choice to increase brand awareness, drive traffic to the website, or even directly close sales on the platform.
If your business is looking for a breakthrough solution, TikTok Stories Ads is the “new equation” worth investing in to optimize costs and make a breakthrough on the journey to win digital customers.
Learn about TikTok Stories Ads and opportunities to reach new customers for SMEs
What makes the Stories format on TikTok different?
According to research by Hubspot (2023),Stories format advertising on social platforms is generating superior engagement rates compared to traditional advertising. TikTok Stories Ads are the perfect combination of naturalness, user-friendliness, and optimized reach. Outstanding features of stories ads on TikTok:
- appear fully on the entire screen, captivating and non-disruptive to the viewer's experience.
- Optimized for mobile devices, helping SMEs maximize access to young, dynamic customers.
- Short duration, easy to create a “FOMO” (fear of missing out) effect from viewers' psychology.
- Easily integrates interactive elements such as stickers, direct links, and prominent CTAs.
How can SMEs quickly reach new customers?
From the perspective of DPS.MEDIA, Stories Ads on TikTok are not only a “hot-trend” format but also a new “key” to unlocking opportunities to increase reach and conversions for SMEs. Evidence from the case study of domestic cosmetic brand A: after a 14-day TikTok Stories Ads trial campaign, the cost per website visit decreased by 23%, and the messaging rate increased by 47%. This also illustrates the statement of Dr. E.Marketer (2023): “Stories ads make users ready to interact because of the feeling that the content appears only once.”
Below is a summary table of the advantages of Stories Ads for SMEs, using the WordPress table style:
| Advantages | Practical benefits |
|---|---|
| Full-screen display | Increase brand recall by 60% |
| Short duration, effective | Suitable for concise messages, clear CTA |
| Direct link attachment | Navigating purchases or registrations is extremely easy |
Creative & strategic approaches for SMEs
DPS.MEDIA recommends that SMEs leverage Stories Ads from the perspective of “telling the most authentic brand story”, utilizing behind-the-scenes (BTS) content, real customer reviews, or 24-hour flash sale contests. By blending unique creativity with a series of consecutive short content, you will make customers both curious and more engaged.
Strategies learned from the Digital 2024 report (We Are Social) show that combining Stories with Micro Influencers or UGC (User Generated Content) will help SMEs “hit the customer’s psychology” – generating quick feedback, natural sharing, and driving actions right on the platform they love most.
Comparing TikTok Stories Ads with traditional ad formats on the platform
Key differences between TikTok Stories ads and traditional advertising
| Factors | Stories Ads | in-feed/TopView Ads |
|---|---|---|
| Display duration | Short, automatically disappears after 24h | Longer, displayed continuously |
| Interaction | Extremely high (quick feedback, emoji, CTAs) | Traditional, less instant interaction |
| Level of personalization | Good, appears in your friends' story feed | Popular, not deeply personalized |
| Completion rate | Often high thanks to FOMO | Skipped more often |
Competitive advantages for SMEs when choosing Stories Ads
- Hits Gen Z behavior: According to Business of Apps 2023 research, 79% of Gen Z prefer quick interactions & instant access to information. Stories Ads leverage FOMO (fear of missing out) psychology to increase completion and engagement rates, something traditional formats on TikTok struggle to achieve.
- Optimize budget and results: For SMEs, every advertising dollar must create value. DPS.MEDIA conducted a case study for a local cosmetics brand: shifting budget to Stories ads, after 3 weeks recorded interaction costs 35% lower, inbox volume doubled compared to the same runtime as traditional In-Feed Ads.
Effective implementation: DPS.MEDIA's perspective
- Not just simply posting advertising content, Stories Ads should combine short “call to action” prompts such as Swipe up to see shocking deals! or integrate polls/emoji reactions to draw users into the story.
- According to Harvard Business Review (2022), brands that personalize experiences on platforms like TikTok through Stories Ads will build strong emotional connections shortening the conversion journey compared to traditional advertising formats.
- DPS.MEDIA recommends that SMEs start A/B testing Stories ads early using everyday content, a “short storytelling” format, and combining with local Micro Influencers to create a sense of closeness and authenticity.
Optimize your ad budget with strategic tips tailored for Stories Ads
Select targeting & control distribution frequency
For small and medium enterprises (SMEs) to maximize their advertising budget on TikTok Stories, choosing the right campaign objective is truly important. According to a recent study by Harvard Business Review, a personalized audience group can help reduce cost per conversion by 27%. DPS.MEDIA suggests you should:
- Focus on a core KPI, such as Views or Clicks, instead of pursuing too many objectives at once.
- Apply the Frequency Cap feature to control the number of impressions, avoiding budget waste due to duplicate reach.
For example, case studies recently from a local shoe brand: With only 15 million VND, this brand launched Stories Ads – limiting frequency to 2 times/day/person. Result: ad click-through rate increased by 32%, cost per purchase decreased compared to regular video ads.
Use creative content and prioritize native formats
Based on the report from TikTok For Business (2024), Stories Ads work best when the content blends naturally into the user's entertainment stream.. The DPS.MEDIA team encourages SMEs to experiment with the following elements:
- Insert a clear call-to-action such as Swipe up, Hold, or Try now.
- Use vertical video angles and short text, highlighting hashtags related to the product/service.
- Create a mini-series of real stories instead of overly polished ads that are easily skipped.
Comparison table of the impact between Stories Ads and regular video ads
| Ad type | Click-through rate CTR (%) | CPM cost (thousand VND) | Suitable for small budgets? |
|---|---|---|---|
| stories Ads | 1.35 | 89 | Yes |
| Regular video | 0.92 | 143 | Not optimized |
Create creative content to make Stories Ads impressive and drive conversions
Choose standout ideas and personalize Stories Ads content
Stories Ads on TikTok are not just about expanding advertising channels but also a powerful storytelling tool. According to DPS.MEDIA’s analysis, the content user-generated or closely follow the trends and unique language of each target customer group higher engagement rate of 47% compared to traditional advertising (eMarketer research, 2024).
- Start with a question that sparks curiosity or a “plot twist” situation.
- Tell the story briefly but emotionally, prioritizing relatable elements (e.g., 24-hour challenge, real customer experiences).
- Personalize the message for each industry or product line – for example: in F&B, take advantage of quick food preparation moments with eye-catching motion effects.
- Always include a clear Call-to-Action, optimized for each conversion goal (purchase, fill out form, inbox, etc.).
Effectiveness comparison: Creative Stories Ads vs. traditional ad formats
| Format | Conversion rate (1%) | CTR (%) | Real example |
|---|---|---|---|
| Creative Stories Ads | 5.2 | 2.8 | Case study: SMEs in the cosmetics industry tripled orders in 1 week |
| Traditional advertising | 2.1 | 1.2 | Static image templates, stereotyped content |
Suggested strategies for creating Stories content that touches customer emotions
DPS.MEDIA SMEs are recommended to prioritize:
- Take advantage of “emotional breakthrough” moments – for example: customers discovering a surprising benefit of the product in a 10-second Story.
- Use dynamic video effects and large fonts to quickly convey messages, matching the fast pace of TikTok users (according to Nielsen research, only 1.7 seconds to decide to skip an ad).
- Incorporate “rhythm breaks” in content: alternate between slow and fast segments to create surprise and maintain attention.
DPS.MEDIA's perspective: “Interaction and creativity are key. SMEs should not hesitate to experiment with new formats and storytelling methods, as long as your content is truly ‘trendy’ and close to real life.”
We have made this a reality for F&B, education, and retail clients with results beyond expectations.
Measure the effectiveness of Stories ads campaigns using key metrics
What are the key metrics to prioritize when measuring TikTok stories ads?
TikTok Stories Ads are becoming the preferred choice for many SMEs thanks to their ability to “touch” users' emotions in a short time. However, according to DPS.MEDIA, to optimize advertising budgets and achieve real ROI, businesses should not stop at impression and click-through (impression, CTR) metrics. Key metrics reflect deep engagement, quality reach, and actual conversions are what need to be focused on. A Nielsen study (2023) emphasized that the “Engagement Rate” and “View-through Rate” metrics are two factors predicting outstanding brand effectiveness on this platform.
- Engagement Rate: Measures the rate of likes, shares, and comments over total views.
- View-through Rate (VTR): Reflects the percentage of users who watched the entire Story.
- Conversion: Measures the rate of link clicks or completion of desired conversion actions directly from the Story.
- Cost Per Action (CPA): Helps optimize the cost spent for each actual conversion.
| Indicators | Meaning | Practical application |
|---|---|---|
| Engagement Rate | Real interactions on story | Fashion brand achieved 81% ER, number of inbox messages increased 4 times after 2 weeks |
| VTR | Completion rate | Small cosmetics brand increased VTR from 32% to 54% thanks to personalized messaging |
| CPA | Conversion cost | Reduced CPA by 22% after shortening Story duration |
A practical case study from a cosmetics client of DPS.MEDIA shows: after optimizing Stories Ads content based on VTR and Engagement Rate indicators, number of leads increased by 32% in just one month – strong evidence that correct data analysis works The ”key” will lead the way to success.
Common mistakes when running Stories Ads and quick fixes
Common errors when setting up Stories Ads campaigns
- Visuals are not optimized for vertical format: TikTok Stories use a vertical format, but many advertisers still use horizontal or square creatives, leading to important content being lost at the top/bottom edges.
- Copy is too long, lacks a prominent CTA: Stories only last a few seconds, lengthy text dilutes the message and fails to reach Gen Z insights (according to Statista 2023 research).
- Target audience is incorrectly selected: Not fully utilizing TikTok’s valuable targeting filters (such as interests, trending behaviors, geo-location), resulting in higher costs and lower effectiveness.
- Tracking results is unclear: Without setting up conversion tracking and A/B testing, SMEs are likely to waste their budget without knowing the cause.
How to quickly fix errors and improve display effectiveness
| Problem | DPS.MEDIA Solution | Real example |
|---|---|---|
| Improper design ratio | Specialized 9:16 design; use motion text in the focal frame | XYZ Fashion made an impression when the creative “flash sale” text stood out at the beginning of Stories |
| Long copy, weak CTA | Collaborate with copywriter to shorten and emphasize CTA: “Swipe up to get the offer” | ALO café chain increased clicks by 381% by keeping only 6 keywords + CTA |
| Audience selection is not appropriate | Build personas from survey data; test with a small group then scale up | Grand opening of Testa spa in Da Nang: target women aged 22-35, interested in skincare |
DPS.MEDIA's perspective: Leveraging data analysis for continuous optimization
Instead of “set & forget”, SMEs should regularly check the effectiveness metrics for each story posting time slot: Number of views || Swipe-up rate || Cost per result. DPS.MEDIA recommends using analytics tools like TikTok Analytics & Google Looker Studio to link data with actual business results. For example, one of our F&B partners doubled conversions by adjusting Creatives based on hourly engagement heatmap analysis – this is a valuable insight that most SMEs often miss.
Trends in implementing TikTok Stories Ads in Vietnam for SME businesses
Potential of Stories Ads for Vietnamese SMEs
According to a recent study by Statista,More than 75% of global TikTok users interact with story content every week, with Vietnam among the fastest-growing countries in terms of usage frequency for this feature. For small and medium businesses, TikTok Stories Ads not only helps save advertising costs compared to traditional forms but also optimizes the ability to reach young, dynamic customers – a segment that is spending strongly on digital platforms.
| Criteria | Stories Ads | Traditional advertising |
|---|---|---|
| Format | Short videos, quick interaction | Banner, TVC, long PR articles |
| Cost | Cost-effective, easy to control | High, difficult to measure effectiveness |
| Interaction | Very high, high response rate | Average, many intermediate steps |
| Suitable for SMEs | Very suitable | Not optimized |
Creative case study from DPS.MEDIA customers
A customer in the natural cosmetics sector in Ho Chi Minh City collaborated with DPS.MEDIA to launch a campaign Mini-Story Review using TikTok Stories Ads. The target customer group was reached through a series of 10-second videos quickly telling the “before – after using the product” story. Result:
- Increase online order conversion rate by 60% within 2 weeks.
- Cost per click decreased by nearly 50% compared to traditional video ads.
- Viewers leave comments and share stories at a rate 3 times higher than regular posts.
Creative trends & practical applications
Based on research from Harvard Business Review, the stories format strongly stimulates FOMO (Fear Of Missing Out) – a factor that helps SMEs create viral trends on TikTok. According to DPS.MEDIA's observations, the 3 most successful product groups with Stories Ads are:
- Beauty products – refreshing appearance
- Fast food & beverages
- Seasonal fashion, unique accessories
We believe that SMEs in Vietnam should take advantage Stories Ads as a “creative catalyst”, kickstarting diverse experiments with short, authentic content that strongly reflects the brand’s personal style – the key factor for breakthrough on TikTok in 2024.
Valuable lessons
TikTok Stories Ads are opening a new chapter for brand storytelling – where speed, authenticity and emotional connection become the keys to attracting modern consumers. When businesses, especially SMEs in Vietnam, understand how to leverage this format, they can expand their influence and increase communication effectiveness in a fiercely competitive environment.
However, to fully exploit the potential of TikTok Stories Ads, not only is creative content needed, but also a strategic mindset regarding performance measurement, accurate target audience identification, and budget optimization. DPS.MEDIA encourages businesses to start experimenting with this format in small campaigns, learning and adjusting to fit their own brand.
The Stories format on TikTok can also become a bridge to integrate with other digital marketing trends such as influencer marketing, AI-powered short videos, and omni-channel strategies. From a strategic perspective, this is an opportunity for Vietnamese SMEs to showcase their brand identity in a flexible, personalized way that is easy to measure for performance.
If you are still wondering whether TikTok Stories Ads are suitable for your brand, or are looking for a systematic way to experiment, DPS.MEDIA is always ready to accompany you on your journey to optimize digital communication effectiveness. Let your story be “told” in the way users want to hear.
What do you think about the Stories ad format on TikTok? Don’t hesitate to share your opinion in the comments or join the discussion to find the most effective approach together!
