Getting your TikTok ad rejected because of a spec violation is frustrating — especially when you're racing to launch a campaign, knowing that 37% of first-time advertisers face at least one rejection before approval. The platform's requirements aren't complicated, but they're easy to overlook when you're juggling multiple ad formats and placements.
This guide covers every TikTok ad specification you'll encounter, from video dimensions and file formats to safe zones and character limits, plus free templates to speed up production.
TikTok ad specs focus on full-screen vertical video in 9:16 aspect ratio for In-Feed Ads. The platform also supports 1:1 and 16:9 ratios, with minimum resolutions starting at 540x960px for vertical video. MP4 and MOV are the primary accepted formats, and video length can range from 5–60 seconds, though 9–15 seconds tends to perform best.
These baseline specs apply across most TikTok ad formats. Once you understand the universal requirements, adapting creative for different placements becomes much simpler.
Vertical 9:16 fills the entire mobile screen, which is exactly how users experience organic TikTok content. Square and horizontal formats are technically supported, but they leave empty space that can hurt engagement.
TikTok accepts several video file types. Some perform better than others during upload and playback.
Video ads can be up to 500 MB. Smaller files typically load faster on mobile connections, so keeping file sizes lean while maintaining quality helps ensure smooth playback across varying network speeds.
TikTok allows videos between 5 and 60 seconds for most ad formats. The sweet spot sits around 9–15 seconds, which achieves 5.25% engagement rates. Users scroll quickly, so front-loading your hook within the first 2–3 seconds matters more than total length.
Longer videos can work for storytelling or product demonstrations. They just require stronger hooks to keep viewers engaged past those critical opening moments.
In-feed ads appear directly in users' For You feed, blending with organic content. This native placement makes them the most common TikTok ad format and the one most marketers start with.
Spark Ads let you promote existing organic TikTok posts, either from your own account or a creator's. Because they pull from existing content, the video specs match whatever was originally posted.
This format works well for influencer partnerships and user-generated content campaigns since the ad feels authentically native.
Standard in-feed ads are uploaded directly to TikTok Ads Manager. They follow the universal video specs and include additional creative elements.
TopView ads are premium placements that appear when users first open TikTok. Full-screen, sound-on and impossible to miss.
Videos can run up to 60 seconds, though shorter creative often performs better given the interruptive nature of the placement. Resolution requirements match standard specs, yet creative quality matters more here since TopView ads set the tone for a user's entire session.
Because of the prominent position, TikTok reviews TopView creative more carefully. Expect stricter enforcement of brand safety guidelines and content policies.
Carousel ads feature multiple swipeable cards in a single ad unit. They're useful for showcasing product collections, telling sequential stories or presenting multiple offers.
Image carousels work well for e-commerce catalogs and product showcases.
| Specification | Requirement |
|---|---|
| File format | JPG or PNG |
| Aspect ratio | 1:1 recommended |
| Number of cards | 2–10 cards |
| File size per image | Up to 100 KB |
Video carousels combine the engagement of video with the browsability of carousel format. Each video card follows standard video specs. Keeping individual clips shorter, around 5–10 seconds, encourages users to swipe through the full sequence.
Branded Effects are interactive AR filters and effects that users can apply to their own content. Think of them as a way to turn your audience into content creators, driving user-generated content and organic reach.
Key spec categories include:
Creating Branded Effects typically requires working with TikTok's creative partners or using Effect House, TikTok's AR development platform.
Safe zones are the areas of your video where critical content like text, logos and CTAs remains visible without being obscured by TikTok's interface elements. Ignoring safe zones is one of the most common reasons ads underperform.
TikTok's UI overlays the bottom and sides of videos with buttons, captions and profile information. Here's what to keep clear:
Tip: Download TikTok's official safe zone templates from the Business Help Center to overlay on your designs before export.
Text elements in TikTok ads are separate from your video creative and have their own character limits. Keeping copy concise typically performs better on mobile.
| Text element | Character limit |
|---|---|
| Ad text/caption | 100 characters (recommended) |
| Headline | 12–100 characters |
| Description | 12–100 characters |
While TikTok allows up to 100 characters, shorter copy tends to drive higher engagement. Front-load the most important information since longer captions get truncated.
TikTok provides preset CTA options rather than custom text. Available buttons include Shop Now, Learn More, Sign Up, Download, Contact Us, Apply Now, Book Now and Watch More.
Choose a CTA that aligns with your landing page destination. Mismatched CTAs, like "Shop Now" leading to a blog post, hurt conversion rates.
If you're repurposing content across short-form video platforms, including Instagram, here's how the specs compare:
| Specification | TikTok | Instagram Reels | YouTube Shorts |
|---|---|---|---|
| Aspect ratio | 9:16 | 9:16 | 9:16 |
| Resolution | 1080x1920px | 1080x1920px | 1080x1920px |
| Max length | 60 seconds | 90 seconds | 60 seconds |
| File size | 500 MB | 4 GB | 256 GB |
While the core formats align, each platform has unique UI overlays affecting safe zones. A video that works perfectly on Instagram might have its CTA hidden on TikTok. Always check safe zones for each platform before publishing.
Templates eliminate the guesswork of spec compliance. The Brief offers free TikTok ad templates pre-configured with correct aspect ratios, safe zones and export settings. You can focus on creative rather than technical requirements.
Available template categories include:
Each template is fully customizable while maintaining spec compliance, so your creative stays on-brand and platform-ready.
Manually checking specs and resizing assets for every platform gets old fast, especially when you're producing dozens of variations for testing.
The Brief's platform automatically enforces TikTok ad specifications through direct publishing. Upload your creative, and the system handles format compliance, safe zone placement and export settings. No more rejected ads because of incorrect aspect ratios or oversized files.
The 3 second rule refers to the critical window at the start of a TikTok video where you capture viewer attention before they scroll past. Your hook, key message or most compelling visual needs to appear within those first 3 seconds. Otherwise, you've likely lost the viewer.
Yes, since both platforms use 9:16 vertical video. However, you may need to adjust for TikTok's unique safe zones and remove any Instagram-specific watermarks. TikTok's algorithm deprioritizes content with competitor platform branding.
TikTok Ads Manager rejects the creative during upload or review, providing an error message indicating which specification was violated. The review process takes 24 hours, making spec compliance critical to avoid campaign delays. Common issues include incorrect aspect ratio, file size exceeding limits or text outside the safe zone.
TikTok recommends stereo audio at a minimum 128 kbps bitrate for clear playback. Unlike other social platforms where users often watch with sound off, TikTok users typically watch with audio enabled, so sound design matters.
TikTok updates ad specs periodically as new ad formats launch and platform features evolve. Verify current specs in TikTok Ads Manager before major campaign launches, or use resources like The Brief that stay current with platform changes.
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