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Beyond Video: Using TikTok Carousel Ads in 2024

The explosion of TikTok has grown to the point where every outdoor brand marketer should consider TikTok as part of their 2024 advertising strategy. While originally popular among teens, in 2022 almost 70% of its active users are under 40, making it a core channel for reaching and connecting with millennial and Gen Z* audiences. Research also puts TikTok at the top of outdoor enthusiasts’ social apps used as shown in this MRI data on TikTok’s usage related to specific outdoor activities.

Outdoor Activity  % usage above general population 
Jogging & Running  14% 
Rock Climbing  29% 
Cross-Country Skiing  12% 
Snowboarding  29% 
Surfing  32% 
Visited an Aquarium  22% 

Getting Started with TikTok Carousel Ads

TikTok can be a powerful platform for outdoor brands to connect with their audience, build awareness, and showcase their products in a creative and engaging way. But for many advertisers, the primary hurdle to leveraging TikTok has been the necessity for video content, which they might lack or struggle to produce regularly. Carousel ads provide an excellent solution for outdoor brands to advertise on TikTok using high-performing image creatives that are already in use on other media platforms. Since launching, these new carousel ads have demonstrated higher click-through rates in comparison to traditional video ads on TikTok.

Below are some requirements and best practices for outdoor brands to follow when getting started with TikTok carousel advertising:

  • Carousel ads are exclusively available for web conversions, traffic, or app campaign objectives.
  • Music is a requirement for carousel ads.
    • Audio files may be uploaded or selected from TikTok’s library of copyright-free music.
    • Trending sounds are not permissible.
  • Use six to nine high-performing images.
  • Limit the use of text on images.
  • All images should use the same aspect ratio, 1:1

TikTok Strategies for 2024

Here are some additional strategies to help advertisers make TikTok more impactful in 2024:

Authentic Content Creation: TikTok is all about authenticity and creativity. Create content that feels genuine and showcases the real experiences and values of your outdoor brand. Feature content that highlights outdoor adventures, whether it’s hiking, camping, biking, or any other outdoor activity. Share stunning visuals of nature and beautiful landscapes, emphasizing the lifestyle associated with your brand.

Trend Participation: Stay updated with TikTok trends and challenges. Participating in popular trends can give your brand more visibility and make your content more relatable to the TikTok community.

Educational Content: Share tips, tricks, and educational content related to outdoor activities. This not only positions your brand as an authority in the outdoor space but also provides value to your audience.

Behind-the-Scenes: Take your audience behind the scenes of your brand. Show the process of product development, share the stories of your team members, and give a glimpse into the day-to-day operations of your outdoor brand.


TikTok has emerged as a cornerstone for success when it comes to outdoor brand advertising in 2024. And TikTok Carousel Ads offer a unique solution for brands lacking regular video content, demonstrating higher click-through rates than traditional video ads. TikTok’s unique blend of authenticity and creativity presents an unparalleled opportunity for outdoor brands to not only showcase products but also forge genuine connections with their audience, making it an essential component of any comprehensive media strategy in the ever-evolving digital landscape.


Contact us to discover ways that Watauga Group can help with your media strategy. 

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Contact us to discover ways that Watauga Group can help with your media strategy.


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