People check a brand's bad press before they order. An ad that answers the doubt meets them there.
For TikTok ads teams
TikTok for advertisers: pick ad angles before you spend
Before a budget goes live, TokConnect shows paid social teams what TikTok's own data says: what people search about your product, who searches, which ads Creative Center ranks and what comments object to.
Find your ad angles 50 free credits, no card.
01
Doubt
Proof
Price
The ad itself
What people search is your ad angle
Before anyone clicks a meal kit ad, they ask TikTok whether the box is worth it, whether it is bad and how to pay less. In the 7 days to 8 October 2026, those questions about HelloFresh and Factor drew between 85,291 and 266,719 searches each. Six of the eight have no matching videos.
Three review searches, no matching videos. A review-style ad is the brief.
Buyers hunt for a code and a cheaper week. Lead with the offer, then the regular price.
People search for an ad after they see it. Nothing matches that exact phrase, so the follow-up search has no video to land on.
has videos 0 videos match
Searches in 7 days to 8 October 2026, global. TikTok Creator Search Insights, pulled with TokConnect.
List TikTok searches that pair [your brand] or [competitor brand] with words like review, worth it, bad, code or ad. Show 7-day searches and video counts.
Map your angles
02
Who searches, phrase by phrase
The same category can pull very different searchers. TikTok splits the people behind each search by age, gender and country, and the split changes with the question.
People who search "hello fresh code" are 85.1% women. For "is factor meals worth it" the share of men rises to 36.4%, against 8.0% for the code search. If you sell to men, the proof angle is where they already are.
Age moves less. Searchers aged 18 to 24 are the largest group for all three, between 54.4% and 58.2%. Nearly all searched from the United States.
Who searches TikTok for [your product] and [competitor brand]? Show the age, gender and country split for their top searches.
See who searchesGender split of searchers
- hello fresh code 85.1% women · 8.0% men · 18 to 24: 57.5% · US: 97.7%
- meal kit subscriptions 71.3% women · 11.8% men · 18 to 24: 54.4% · US: 100%
- is factor meals worth it 48.7% women · 36.4% men · 18 to 24: 58.2% · US: 92.1%
women men unknown
03
MILO97,175,801views
Bio-Oil65,015,305views
Gemini56,174,725views
Fourth adListeda Turkish-language ad
What Creative Center's Top Ads list shows
TikTok's Creative Center keeps a public Top Ads list. On 8 October 2026 it held four ads from several markets. None was a meal kit, so read it for format, not for your category's message.
- Length
- 15 s
- Market
- Indonesia
- Length
- 12 s
- Markets
- 12, incl. UK
- Length
- 30 s
- Markets
- Brazil, Chile
No detail came back for it.
Creative Center public Top Ads list and detail, pulled 8 October 2026.
The three ads with detail ran 12 to 30 seconds, with a median of 15. Short is the house style on this list. Creative Center returned views, length and markets for them, but no click rates, so judge them on views and length.
Creative Center's ranking of top videos by market returned no rows for the US that week. Japan, Vietnam, Thailand and Indonesia usually return them. For rivals' live ads, the TikTok Ad Library covers the EU and UK, and this week's top TikTok ads are tracked here. Every format, with live examples, is in TikTok ad formats.
Show Creative Center's current Top Ads list with views, length and markets for each ad.
Pull Top Ads
04
The words to bid on in Search Ads
TikTok Search Ads match the phrases people type. Start from TikTok's own autocomplete and its search counts, not from your Google keyword list. How TikTok Search Ads work covers setup.
TikTok's autocomplete for "meal kit"
- meal kits
- meal kit subscription
- meal kit app
- meal kit recipes
- meal kit ready to cook
- meal kit gift
- meal kit for new mom
- meal kit ugc
- meal kit ideas
- meal kit canada
- meal kit australia
- meal kit business
Read the list for intent. "meal kit for new mom" and "meal kit gift" are audiences. "meal kit ugc" reads like brands looking for creators.
| Search | 7-day searches | Videos |
|---|---|---|
| rana alfredo meal kit | 298,110 | 0 |
| meal kit subscriptions | 273,463 | 160 |
| CookUnity weekly meal delivery | 202,539 | 0 |
| Costco Meal Kits | 131,786 | 0 |
| target meal kit | 55,816 | 0 |
Searches in 7 days to 8 October 2026, global. Tinted rows have no matching videos. TikTok Creator Search Insights.
Your rival set on TikTok is wider than other subscription boxes. A pasta brand's kit, Costco and Target all draw meal kit searches, and none has a video matching the phrase.
Give me TikTok search phrases for [your product category] to use as Search Ads keywords, with 7-day searches and video counts.
Get keyword ideas
05
What the comments object to
12.4Mviews on the top "hello fresh" video, a 12-second joke about a small rice portion
363,376likes on its top comment, about portions
391,400views on a "finally canceling" video from an account with 3,707 followers
We read the top comments on the most-viewed "hello fresh" video (48) and on that cancelling video (50). Each objection below is an angle your ad can answer before a buyer raises it.
| Objection | Where it showed up | Angle to test |
|---|---|---|
| Portions look small | Top comment, 363,376 likes, says portions felt small at first. Another, 18,313 likes, calls small portions at that price a scam. | Plate the full serving for two on screen. |
| The price after the offer | A price complaint reached 509,500 views. "hello fresh money save" drew 118,911 searches with no videos. | Show the weekly price next to what the meals replace. |
| Cancelling | The cancelling video's top comment, 11,143 likes, calls it a scam. Comments about mail after cancelling drew 2,985 and 1,489 likes. | If skipping a week is easy, film it. |
| Spoiled or late boxes | A comment about late, spoiled deliveries drew 943 likes. Another, about refunds, 1,902. | Open a box on camera and show the cold pack. |
Top comments on each video, sorted by TikTok's relevance, pulled 8 October 2026. Creators and commenters are not named.
Pull the top comments on the most-viewed TikTok videos about [your brand] and group the objections by theme, with like counts.
Find objections
06
Creators worth running as Spark Ads
A Spark Ad runs a creator's existing post as your ad, so pick posts that already travel. Of the 20 top "hello fresh" videos, 16 came from accounts under 100,000 followers. The biggest, at 12.4 million views, came from an account with 80,500.
The partner-tagged post from a creator with 2.6 million followers reached 386,300 views, 14.9% of their following. The four videos with a discount code did worse: none passed 28,400.
Creators also drive search. One creator's name paired with "factor meals" drew 934,993 searches in 7 days, with no matching videos. When people search your creator plus your brand, that creator's post is a Spark Ad candidate.
Find TikTok creators whose videos about [your product category] got more views than they have followers, with the median views of their last 12 posts.
Find Spark creators16 of 20top "hello fresh" videos came from accounts under 100,000 followers
10,210median views across those 20 videos
28,400the most any discount-code video reached
934,9937-day searches for one creator's name plus "factor meals"
07
Where it fits an ads team's stack
| Job | Where it lives |
|---|---|
| Budgets, bids, CPMs, ROAS | TikTok Ads Manager |
| Searches, searcher splits, comments, creators, Creative Center lists | TokConnect, in its own chat or your AI app |
| Search Ads keywords and Spark Ads codes | Set up in Ads Manager, using the phrases and posts above |
| Rival ad spend and your ad-account data | Not in TokConnect: it reads public TikTok only |
Writing the brief next? The TikTok creative brief template has room for each angle, and TikTok audience insights covers the searcher splits in more depth.
Marketing an app or a game? TikTok for app marketers runs the same checks on app problem searches and rival app accounts.
Questions ads teams ask
How do I find ad angles for TikTok before I spend?
Start with what people type about your product and your rivals, then read the comments on the top organic videos. Searches such as "is factor meals worth it" (259,577 in 7 days, no matching videos) are angles in the buyer's own words. TokConnect pulls the searches, video counts and comments for a whole list of phrases at once.
Should TikTok ad targeting follow who searches for the product?
Use it as the starting audience, then test. Searchers of "is factor meals worth it" were 36.4% men, against 8.0% for "hello fresh code", so a proof angle can reach men that a price angle misses. The split is a share of TikTok's panel of searchers, not of your buyers.
Does TikTok Creative Center show click-through rates for top ads?
Not on the public Top Ads list we pulled on 8 October 2026. It returned views, length and markets for three ads, and no click rates. Use it for format cues such as length, and Ads Manager for your own click rates.
Which creators make good Spark Ads?
Creators whose posts about your category already reach well past their following. In our meal kit pull, an account with 80,500 followers reached 12.4 million views, and 16 of the 20 top videos came from accounts under 100,000 followers. Read a post's comments before you run it, because they come with the ad.
How we got these numbers
We pulled public TikTok data through TokConnect on 8 October 2026:
search_topicsfor "meal kit", "hello fresh", "factor meals" and "meal delivery" (20 records each);search_suggestionsfor "meal kit";audience_demographicsfor "meal kit subscriptions", "hello fresh code" and "is factor meals worth it" (last 30 days);creative_seo_listandcreative_seo_detailfor Creative Center's Top Ads, andcreative_top_contentsfor the US;search_videosfor "hello fresh" (20 videos);video_comments(48 and 50 top comments) on the most-viewed video and on the cancelling video.
Search counts are TikTok's global 7-day search popularity from Creator Search Insights. Every phrase quoted is under 1 million searches and treated as a typed search; descriptive topic groups such as "budget meal planning and recipes" are left out. Searcher splits are shares of TikTok's panel. Brands are named; individual creators and commenters are not. Open the data.