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TikTok resource guide

TikTok ad specs for In-Feed, Spark and TopView ads

Every TikTok creative spec in one place: video sizes, files and bitrates for In-Feed and TopView, the rules for Spark Ads, carousel images and playable files, plus the checks we run before a TikTok campaign goes live.

Specs checked 3 October 2026 against TikTok's Auction In-Feed Ads specs

See every specTalk to Our Team
540 × 960 px min9:16 · 500 MB max · 516 kbps min

Your caption, with the hook up frontAd caption · no links, @ or #

Your BrandDisplay name · 20 characters max

Vertical video minimum
540 × 960
Max video file
500 MB
Max In-Feed video length
10 minutes
Carousel images
2 to 35

Creative specs

TikTok creative specs by format

TikTok specs change with how you buy. Auction In-Feed, Spark Ads, TopView, Reach & Frequency, carousel and playable ads each have their own file, length and caption rules, so build for the format you will run.

01In-Feed ads (Non-Spark)

Video ads you upload to TikTok Ads Manager and buy at auction, without a linked organic post.

Vertical (recommended)
9:16, at least 540 × 960 px
Square and horizontal
1:1 from 640 × 640 px, 16:9 from 960 × 540 px
Files
.mp4, .mov, .mpeg, .3gp or .avi, up to 500 MB
Bitrate
516 kbps minimum
Length
Up to 10 minutes
Ad caption
White, uniform font. No links, @ mentions or hashtags
Profile photo
Optional, 98 × 98 px, JPG or PNG, under 50 KB
Display name
One line, 20 characters max

02Spark Ads

Ads that run an organic TikTok post, from your own account or a creator's with their authorisation.

Video
No limits on ratio, resolution, file type, bitrate or file size
Length
Posts up to 10 minutes can be sparked
Caption
Pulled from the post. Can be blank; @ tags, emoji and hashtags allowed
Caption display
Up to 4 lines, emoji included
Display name
Taken from the post and not editable in Ads Manager
Engagement
Views, likes, comments, shares and follows count on the original post
Account limit
10,000 Spark Ads per Ads Manager account
Deleting a post
Remove the Spark authorisation before you delete it

03TopView

The first video people see when they open TikTok: a 3 second full-screen takeover that then plays as an In-Feed video. Bought on CPM by qualified advertisers.

Video
9:16 vertical, at least 540 × 960 px
Files
.mp4, .mov, .mpeg or .3gp, up to 500 MB
Bitrate
2,500 kbps minimum
Length
5 to 60 seconds, 9 to 15 recommended
Ad caption
100 characters max, 4 lines before See more
Sound
Plays with sound on; the video cannot be silent
First 3 seconds
No plain white; keep logos and key messages off the TikTok logo and skip button
Approval
Pre-approval needed; TikTok reviews assets within 2 days

04Reservation In-Feed (Reach & Frequency)

In-Feed video booked as a reservation, including Reach & Frequency. The video rules are tighter than at auction.

Vertical (recommended)
9:16, at least 540 × 960 px
Square and horizontal
1:1 from 640 × 640 px, 16:9 from 960 × 540 px
Files
.mp4, .mov, .mpeg or .3gp, up to 500 MB
Bitrate
2,500 kbps minimum
Length
5 to 60 seconds, 9 to 15 recommended
Spark caption
Up to 150 characters, or blank
Sound and watermarks
Every video needs sound; no watermarks, TikTok's included
Changes
Assets are locked once the campaign is live; review takes up to 2 days

05Carousel ads

Swipeable images with music, one caption and one call to action. TikTok offers it for teams without video or reusing image assets.

Images
2 to 35, JPG or PNG
Sizes
1200 × 628 px horizontal, 640 × 640 px square, 720 × 1280 px vertical
Image weight
100 KB or less suggested
Music
Required and loops: MP3, 2 seconds or longer, uploads up to 10 MB
Copy and link
One caption, CTA and URL for all images
VSA Carousel
2 to 20 images shown, each linking to its own product from a catalogue
Identity
Spark or Non-Spark on Standard Carousel; Non-Spark only on VSA Carousel
TikTok Ad Network
Commercial Music Library tracks stay silent there, so upload your own

06Playable ads

A hands-on preview of your app in the feed. It starts as a video, a button invites people to play, and a final card prompts the download.

File
.zip, under 5 MB after compression
Structure
index.html and config.json in the first-level folder
Orientation
Set in config.json: 0 either, 1 portrait only, 2 landscape only
Not allowed
mraid.js, JS redirects, HTTP requests or assets loaded over a network
Store link
Handled by TikTok's js-sdk when someone taps download
Campaign
App Promotion with App Install, in the upgraded Smart+ only
Optimisation
Installs, app events or value, including Target ROAS
Placement
TikTok only, on iOS and Android

Character limits

TikTok length, file and caption limits at a glance

Auction and reserved formats follow different rules. TopView and Reach & Frequency need shorter, higher bitrate video than auction In-Feed.

TikTok length, file and caption limits at a glance
FormatLengthFile and bitrateCaption
In-Feed (Non-Spark)Up to 10 minutes500 MB max, 516 kbps minNo links, @ mentions or hashtags
Spark AdsPosts up to 10 minutesNo file limitsFrom the organic post, 4 lines shown
TopView5 to 60 seconds, 9 to 15 recommended500 MB max, 2,500 kbps min100 characters max
Reach & Frequency In-Feed5 to 60 seconds, 9 to 15 recommended500 MB max, 2,500 kbps minSpark captions up to 150 characters
Carousel2 to 35 images, music 2 seconds or more100 KB per image suggestedOne caption for all images

Creative testing

What to test in TikTok creative

Treat these as test ideas, not rules. Results depend on your audience, offer and landing page, so judge each test on cost per result.

Video tests

  1. Spark against Non-Spark

    Run the same edit as a Spark Ad from a creator's post and as a Non-Spark upload. Compare cost per result, not just likes.

  2. Short against long

    In-Feed accepts up to 10 minutes. Test a tight cut against a longer demo and judge on conversions.

  3. The opening seconds

    Test an opening that shows the product or gameplay at once against a slower story build.

  4. Captions on screen

    Test burned-in captions against a clean edit, with all text inside the safe zone.

  5. Voice or music

    Test a voiceover against a music-led cut. Every TikTok ad needs audio, so test what the sound says.

Format tests

  1. Carousel against video

    TikTok offers carousel for teams without video or reusing images. Test it against your best video for the same audience.

  2. Image shape

    Carousel takes horizontal, square and vertical images. Test a vertical set against a square one.

  3. Cover image

    Smart cover image selection is on by default. Turn it off when you want a clean test of which image leads.

  4. Add a playable

    For apps and games, test a playable next to your videos. TikTok suggests at least 6 videos and 1 playable per ad group.

  5. Track choice

    Test an uploaded track against a Commercial Music Library track on TikTok-only placements.

Before launch

Eight checks before a TikTok campaign goes live

  1. Choose Spark or Non-Spark first

    They follow different caption and file rules. Decide before you export, so the edit fits the spec.

  2. Match bitrate to the buy

    Auction In-Feed needs 516 kbps or more. TopView and Reach & Frequency need 2,500 kbps and 5 to 60 seconds.

  3. Check length against policy

    In-Feed specs accept 10 minutes, but TikTok's ad format policy lists 5 to 60 seconds. Watch review results before you scale long cuts.

  4. Use the right safe zone file

    Safe zones change with ratio, caption length and anchors. Download the matching file and keep text and logos inside it.

  5. Keep sound and motion

    TikTok's policy says every ad needs audio, and still images should not fill more than half of a video.

  6. Remove QR codes and watermarks

    The policy bars QR codes that lead to other websites in many markets, including the UK. Reservation specs ban watermarks, TikTok's included.

  7. Keep names consistent

    App names are pulled from the App Store or Google Play. The display name and caption must match what the landing page promotes.

  8. Preview on real devices

    Ads Manager previews are not device specific. Check the preview tool and a real phone before launch.

FAQ

TikTok ad specs, answered

Short answers to the questions we hear most when teams prepare TikTok creative.

What size should a TikTok video ad be?

At least 540 × 960 px in 9:16, the ratio TikTok recommends for In-Feed ads. Square videos need 640 × 640 px or more and horizontal videos 960 × 540 px or more, in .mp4, .mov, .mpeg, .3gp or .avi up to 500 MB.

How long can a TikTok ad be?

Up to 10 minutes for a Non-Spark In-Feed ad, and posts up to 10 minutes can run as Spark Ads. TopView and Reach & Frequency videos run 5 to 60 seconds, with 9 to 15 recommended. TikTok's ad format policy also lists 5 to 60 seconds, so check review results before you scale longer cuts.

What is the TikTok ad caption limit?

100 characters for TopView, with up to 4 lines shown before See more. Spark Ads on reservation In-Feed allow 150 characters. TikTok's auction In-Feed spec gives no character count for Non-Spark captions but rules out links, @ mentions and hashtags, so preview every caption.

What is the difference between Spark Ads and Non-Spark Ads?

Spark Ads run an existing organic post up to 10 minutes long with no file limits, while Non-Spark Ads are uploads that must meet the 500 MB and 516 kbps specs. Spark engagement counts on the original post, and its caption and display name come from that post.

What are the TopView ad specs?

9:16 video of at least 540 × 960 px, 5 to 60 seconds long with 9 to 15 recommended, up to 500 MB and at least 2,500 kbps. TopView creative needs pre-approval, TikTok reviews it within 2 days, and assets cannot change once preloading starts.

What are the TikTok carousel ad specs?

2 to 35 images in JPG or PNG, at 1200 × 628, 640 × 640 or 720 × 1280 px, with 100 KB or less suggested per image. Music is required, and one caption, call to action and URL cover every image in a Standard Carousel.

What does a TikTok playable ad file need?

A .zip under 5 MB after compression, with index.html and config.json in the first-level folder. It cannot use mraid.js, JS redirects or HTTP requests, and it runs only in App Promotion campaigns on the upgraded Smart+ experience.

What size is a TikTok ad profile photo?

98 × 98 px, square, in JPG or PNG and under 50 KB. Keep the key element inside the central 66 × 66 px so it is not cropped.

Sources. Specs checked on 3 October 2026 against TikTok's Auction In-Feed Ads specs, About Spark Ads, TopView ad specifications, About TopView, TikTok reservation In-Feed ad specifications, Specifications for Carousel Ads, About Carousel Ads, How to create a Carousel Ad, About TikTok Playable ads, How to create TikTok Playable ads, How to create an ad, TikTok's ad format and functionality policy. Platforms update specs often, so confirm them in the ad manager before you upload.

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