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  • TikTok Advertising

What are TikTok’s Video Advertisements?

Tips for Creating Successful Ad Campaigns

TikTok Video Advertising helps brands reach audiences effectively. If you haven’t been using many TikTok video advertisements for your user acquisition campaigns, that needs to change right now. Videos convert. They’re more than worth the extra investment. You can reach your target customers and drive results quickly with TikTok Ads Manager. Follow these crucial tips and start creating your own winning TikTok video ads.


TikTok Video Advertisements

Video advertisements are available for TikTok itself or for the TikTok family of news apps. They run as 5-60 second full-screen videos in the user’s For You feed. Each ad includes a video, an ad display image, brand or app name, and ad text.


TikTok Video Advertisement Specs




  • In-feed ad
  • Details page
  • Video post-roll ad
  • In-feed story


  • In-feed ad
  • Details page


  • In-feed ad
  • Details page


Ad Composition

Video creative + brand or app name + ad description


Aspect Ratio

16:9 or 1:1


Video Resolution

No restrictions. We suggest a resolution ≥720*1280px, ≥640*640px, or ≥1280*720px.


File Type

.mp4, .mov, .mpeg, .3gp, or .gif

Video Duration

No limitation. We suggest short videos of 5-60s.



≥516 kbps


File Size

≤500 MB


Profile Images

Aspect Ratio: 1:1

File Type: .jpg, .jpeg, .png

File size: <50 KB

App Name or Brand Name

For Display Names, we support: 1-40 half-width characters (0.5-20 full-width characters).



  • Emojis cannot appear in the app name or brand name.
  • Punctuations and spaces will also occupy characters.
  • Depending on the phone model and operating system, longer text can be at risk of not showing completely on the screen display.


Ad Description

For descriptions, we support 1-100 characters (English, Spanish, Italian, French, German, Turkish, Indonesian, Malay, Arabic, Russian, Thai, or Vietnamese) and 1-50 (Chinese, Japanese, Korean, or Hindi).



  • Emojis, “{}” and “#” cannot appear in the description.
  • Punctuations and spaces will also occupy characters.
  • Depending on the phone model and operating system, longer text can be at risk of not showing completely on the screen display.


Suggestions for better ad performance and user experience:
  1. The video creative must have background music or sound.
  2. Upload high-resolution videos. Avoid blurry or distorted pictures caused by stretching or compressing dimensions.
  3. Ad creative should be localized; languages other than the local official language where the ad will be shown should not be shown too often.


TopView Ads

Video ads that appear as a full-screen takeover for 5 to 60 seconds when users open the TikTok app.

TikTok video advertisements
Source: TikTok For Business Creative Center Top Ads


Spark Ads

Spark Ads is a native ad format that enables you to leverage organic TikTok posts and their features in your advertising. They allow your brand to boost organic content from your own account or from other users. TikTok research shows Spark Ads have a 24% higher completion rate and 142% higher engagement rate than standard In-Feed ads.

This unique format lets you publish ads:

  • Using your own TikTok account’s posts.
  • Using organic posts made by other creators – with their authorization.

Unlike Non-Spark Ads (regular In-Feed ads), Spark Ads use posts from real TikTok accounts, which ensures that all views, comments, shares, likes, and follows are gained from boosting the video during the promotion are attributed to your organic posts.

There’s no limit to how many times you can use the same organic TikTok posts as creatives in your ads.

On TikTok Ads Manager, Spark Ads support Auction and Reach & Frequency Buying Types.

  • Auction Buying Type Advertising Objectives available include:
    • Reach, Video Views, Community Interaction, Traffic, App Installs, Conversions, Lead Generation, and Shop Purchases (Alpha).
  • Frequency & Reach Buying Type Advertising Objectives available include:
    • Reach, Traffic, App Installs, Video Views, and Community Interaction.


Ad Creative

  • Organic videos from any TikTok account.


Ad Specs and Caption

  • No restrictions on Video Ratio/Video Resolution/File Type/Video Duration/Bitrate/File Size.
  • Ad captions can be left blank.
  • Account tagging, Emoji, and hashtags are allowed in Spark Ads’ captions.
  • The ad Display Name and Text will reflect the chosen organic post and cannot be edited during the ad creation process on TikTok Ads Manager.



To ensure the success of TikTok campaigns, advertisers must find the perfect balance of cost and visibility to ensure maximum results from campaigns. To ensure that each advertising dollar is used effectively, create a unique campaign for your business, depending on your market position, industry, size, and area of operation, and constantly analyze and improve keywords and locations.

TikTok ads will continue evolving, too. We want to help you stay up-to-date with all the latest changes and strategies to succeed. Learn more about our advertising support services here.

Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.

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