TikTok Ad Specs and Types Explained [+ Examples]

TikTok is a great platform to get creative with your brand’s message, reach out to your audience in an authentic way, and drive engagement.

Similar to Facebook and Instagram, you can not only interact with your audience with regular posts but also take advantage of targeted ad solutions. To reach specific customer segments, target your ideal clients by location, age, gender, interests, etc., create “lookalike” and “custom” audiences.

We have already covered why you should advertise on TikTok and how to start with an ad campaign. Now, we will guide you through each of TikTok’s ad types. From the article, you’ll discover how they work, what you should consider when creating them, and how to use each format to meet your campaign objectives. You will also find examples of successful ads to be inspired for your next powerful campaigns.

Quick Links

TikTok Ad Specs and Types

TikTok TopView Specs

Full Page Brand Takeover Ad Specs

TikTok In-Feed Ad Specs

Branded Hashtag Challenge Specs

Branded Effects Specs

A Cheat Sheet for TikTok Ad Specs

Specs for TikTok Profile Image

Specs for TikTok App or Brand Name

Specs for TikTok Ad Description

Specs for TikTok Video Ads

Specs for TikTok Image Ads

Specific TikTok’s Ad Types

Spark Ads

Dynamic Showcase Ads

Playable Ads

Wrapping Up

TikTok Ad Specs and Types

TikTok TopView Specs

TikTok TopView ads appear right at the top of the “For You” section when the user opens the app. Videos are full-screen with auto-play and sound; they can be up to 60 seconds long and include calls to action (CTAs).

TopView ads grab 100% of users’ attention with sight, narrative, and sound on an unmissable placement. Users like them because: 

• According to a Kantar study, 72% of all research participants preferred TopView to ad formats on other platforms because of their natural placement, full-screen, and sound-on features.
• TopView also received the lowest skip preferences and annoyance level. Users confirm that TopView ads not only grab their attention, but they are willing to click or share that kind of content.
• Neuro-Insights states that TikTok In-Feed Ads achieve 40% higher detail memory than TV ads.
• If you are related to the CPG (Consumer Packaged Goods) industry, there is one more impressive number for you. According to Nielsen, TopView ads are 67% higher in sales effectiveness for this industry compared to the total paid TikTok.

TikTok TopView Ad Specs:

• Maximum video length: 60 seconds.
• Aspect ratio: 9:16, 1:1, or 16:9.
• File types: .mov, .mp4, .mpeg, .3gp, or .avi.
• Recommended resolution: ≥540*960px, ≥640*640px, or ≥960*540px.
• File size:  ≤500 MB.
• Bitrate: ≥516 kbps.

Get Inspired by Successful TikTok TopView Ads

Costa

This campaign by Costa used TopView and In-Feed ads to target and engage their audience. It resulted in over 42 million impressions for just a £1.39 CPM and 18,000 new fans.

Finish

Finish created an awareness campaign by starting with TikTok’s TopView placement. As a result, a content series generated almost 10 million views, an 18% engagement rate, and a 16% CTR.

Best Practices for TopView Ads:

• Although TopView videos can be up to 60 seconds long, try to keep them sweet and short. TikTok recommends creating 9-15 seconds short ad videos.
• Start with an attention-grabbing and intriguing visual.
• Keep all essential elements (such as CTA’s and brand name) to the center. 
• Add sound to your videos. Videos with audio get 16% more impressions than videos without it.

Full Page Brand Takeover Ad Specs

Brand Takeover Ads is a premium format. You can choose between a dynamic (up to a 5 seconds video) or static (a 3-second image) ad that takes over the user’s screen as soon as they open the app. Each user can see only one Branded Takeover ad a day. With this ad format, you can reach an impressive audience because over 90% of TikTok’s users open the app daily.

Use Brand Takeover ads to promote a challenge or nudge users to a landing page. 

TikTok Brand Takeover Ad Specs for Static Images:

• File types: .jpg or .png.
• File size:  ≤50 KB.

TikTok Brand Takeover Ad Specs for Videos:

• Video duration: 3-5 seconds.
• File types: .mov, .mp4, .mpeg, .3gp, or .avi.
• Recommended aspect ratios: 9:16, 1:1, or 16:9.

Get Inspired by Successful TikTok Brand Takeovers

Balenciaga

Balenciaga used their creatives for Brand Takeovers to drive users to their landing page; they received over 25 Million video news and over 4.5 Million clicks to the landing page.

Best Practices for Full Page Brand Takeovers:

• Use high-quality images and videos. For images, a resolution of more than 1200*628px is recommended. For videos, use a resolution of at least 720P or above. 
• Get straight to the point: you have only 3-5 seconds to grab attention and deliver your message.

TikTok In-Feed Ad Specs

In-Feed ads are the most affordable option for advertisers, starting at $10 per CPM. These are ads that users will see when they browse through the For You feed; they can interact with them by liking or sharing. Good in-feed ads look like organic user-generated content and don’t irritate viewers.

You can add to your creatives by including a link to your landing page and multiple calls to action. TikTok recommends keeping In-Feed ads between 9 and 15 seconds, but they can be up to 60 seconds in length. You have only a few seconds to capture viewers’ attention before they continue to scroll, so your creatives should be instantly engaging.

According to Kantar’s study, 83% of users find TikTok ads enjoyable. TikTok also states that their sound-on solutions outperform all competitor platforms, whether the sound is on or off. A study by Neuro-Insight confirms that TikTok In-Feed Ads achieve 23% higher detail memory than TV ads.

One more compelling number for advertisers: 25% of TikTok users globally confirmed they have researched or purchased a product after seeing it on TikTok.

Use In-Feed ads to encourage users to visit your website, shop, or download your app.

TikTok In-Feed Ad Specs

• Ad composition:  Video creative + ad display image + brand or app name + ad description.
• Aspect ratio: 9:16, 1:1, or 16:9.
• Video resolution: ≥540*960px, ≥640*640px, or ≥960*540px.
• File type: mp4, .mov, .mpeg, .3gp, or .avi.
• Video duration: 5-60 seconds; 9-15 seconds recommended by TikTok.
• Video size: ≤500 MB.

Get Inspired by Successful TikTok In-Feed Ads

Aerie

Aerie tried to test lower-funnel conversion campaigns on TikTok implementing In-Feed ads. They activated TikTok’s Dynamic Showcase Ads (DSA) to promote thousands of products to their audience automatically. This campaign resulted in 7.88 ROAS.

Barilla

Barilla’s Funky Rigatoni campaign that was promoted through In-Feed ads delivered over 1.28 million completed video views. The ads drove a 14% engagement rate with almost 9,000 user-generated videos with the Funky Rigatoni soundtrack.

Best Practices for In-Feed Ads

• Create ads that don’t look like ads. Instead, you should strive for native-looking videos that don’t stand out from the feed.
• Look for inspirations and insights on TikTok’s Creative Center. There you will find Top Ads, Trends, Showcases, Tools, and more. 
• Make use of TikTok’s sound-on feature. Look for royalty-free music in the Audio Library.
• Keep all your important ad elements in the middle of the screen to grab your viewer’s attention and ensure the description or logo won’t hide them at different display sizes.

Branded Hashtag Challenge Specs

Branded Hashtag Challenge is one of the most popular types of TikTok ads.

This highly engaging format encourages users to get creative and take part in an online movement. According to TikTok, the average engagement rate for Branded Hashtag Challenges is 8.5%.

Essentially, any brand can create a hashtag challenge in Tiktok. However, no one can guarantee that it will catch on. To promote your challenge, you can partner with popular TikTokers or buy a 3-6 days package with media placement and creative guidance. Your ad will appear on TikTok’s Discover banner. 

After a user clicks on a sponsored hashtag, he will be forwarded to a landing page on TikTok with the brand’s logo, link to its website, a description of the challenge, and the top videos with this hashtag. 

Branded Hashtag Challenges generate full-funnel impact. Use Branded Hashtag Challenges not only to achieve reach and deliver strong brand awareness but also to drive conversions. For example, for the CPG industry, more than 50% of Branded Hashtag Challenge’s have a ROAS of over $5.

Branded Hashtag Challenge Ad Recall, Brand Awareness, and ROAS stats (Image source)

TikTok Branded Hashtag Challenge Ad Specs:

• Video length: 60 seconds; 9-15 seconds recommended by TikTok.
• Aspect ratio: 9:16, 1:1, or 16:9.
• File type: .mp4, .mov, .mpeg, .3gp, or .avi.
• Video dimensions: ≥540*960px, ≥640*640px, or ≥960*540px.
• Video size: ≤500 MB.

Get Inspired by Successful TikTok Branded Hashtag Challenges

Marc Jacobs

Marc Jacobs launched a #PerfectAsIAm Branded Hashtag Challenge where users were encouraged to create a side-by-side video with Rickey Thompson. The brand also promoted the challenge through TopView and In-Feed ads, and the whole campaign resulted in 10.1 billion video views globally, massively increased brand awareness and ad recall.

Menulog

Another success story is the #DeliveryDressDown Hashtag Challenge by Menulog in Australia. Users created over 1,400 videos with the hashtag and soundtrack. The results in short: almost 40 million video views, a 17% uplift in Brand Association, and nearly 20% in Ad Recall.

Best practices for Branded Hashtag Challenges:

• Combine Branded Hashtag Challenges with other ad formats. For example, you can promote them additionally with TopView and In-Feed ads and add Branded Effects.
• Create a contest. Encourage users to take part in your challenge by offering a prize.
• Add an Explore tab to your official challenge page. The link will lead to a customizable landing page on the TikTok app.
• Collaborate with influencers to additionally promote your challenge.
• Include your brand name in your hashtag to increase brand awareness.

Branded Effects Specs

Using Branded Effects, companies can create stickers and other special effects for a better visual experience. Creators can use these effects for their own videos on the platform. 

To promote branded effects, you should combine them with other ad formats. Perhaps you could also collaborate with influencers to encourage your audience to create their own videos with your filters.

Marketers profit from Branded Effects at each level of the marketing funnel: from discovery at the upper level and mid-funnel engagement to increased purchases. For example, Mucinex’s Branded Effect campaign resulted in a +42.7% lift in purchase intent.

Get Inspired by Successful TikTok Branded Effects

V Energy

V Energy combined a Branded Hashtag Challenge and Branded Effects to increase brand awareness. The campaign had massive success with more than 2,800 videos with the Branded Effect.

Senka

This Japanese skincare brand reached 26.9 million people with a Branded Hashtag Challenge enhanced by a Branded Effect and In-Feed ads. TikTokers created over 9,000 videos with Senka’s Branded Effect.

Ideas for Branded Effects

• Branded frames.
• Changing hair color or trying on makeup.
• Putting on a hat or a wig.
• Branded stickers like a microphone or other encouraging elements.

A Cheat Sheet for TikTok Ad Specs

As you already know, TikTok has both video and image ad formats. Here are the specifications for them.

Specs for TikTok Profile Image

• ​File types: .jpg, .jpeg, .png.
• ​Aspect ratio: 1:1.
• ​File sizes: <50 KB.

Specs for TikTok App or Brand Name

• App name character limits: 4-40 characters (Latin) and 2-20 (Asian); no emojis. Punctuations and spaces count as characters.
• Brand Name Character Limits: 2-20 characters (Latin) and 1-10 (Asian).

Specs for TikTok Ad Description

• Length: 12-100 characters (Latin) and 6-50 characters (Asian). 
• Emojis, «{ }» and «#» are not allowed.

Specs for TikTok Video Ads

• Length:
• for In-Feed ads up to 60 seconds (recommended 9-15 seconds);
• for Brand Takeover up to 5 seconds.
• Aspect ratio:  9:16, 1:1, or 16:9.
• File options: .mp4, .mov, .mpeg, .3gp, or .avi.
• Resolution: ≥540*960px, ≥640*640px, or ≥960*540px.
• File size: <500MB.

Specs for TikTok Image Ads

• File Types: .jpg or .png.
• Resolution: no specific restrictions, ≥1200*628px recommended.
• File size: no specific restrictions, ≤500 KB recommended.

Specific TikTok’s Ad Types

Besides the five TikTok ad formats, you should also be aware of some specific ad types you can use as In-Feed and TopView ads.

Spark Ads

In July 2021, TikTok introduced a new ad type—Spark Ads. Using this ad type, advertisers can boost their organic videos or other creators’ videos (with their authorization) as TopView or In-Feed Ads to a targeted audience. 

Spark Ads are the only 100% native in-feed format with all native features. Viewers can like, comment, or share videos and follow the business directly by tapping the Plus button or swiping left to view their profile. In addition, a call-to-action button takes users to an external landing page.

Compare non-Spark and Spark Ads (Image source).

Spark Ads Specs:

• File Type/Ad Ratio/Video Resolution//Video Duration/Bitrate/File Size: no restrictions.
• Ad caption for Reach and Video View objectives, and Reach and Frequency: can be blank.
• Ad caption for Engagement, Traffic, App Install objectives: must be filled out.
• Ad captions content: emojis and account mentions are allowed.
• Display name and text: can not be edited.

According to TikTok, Spark Ads mostly outperform non-Spark ads: 

• 42% increase in immediate conversion rate.
• 35% decrease in 2-sec cost per view (CPV); 39% decrease in 6 sec CPV.
• 58% increase on 2-sec view through rate (VTR); 66% on 6 sec VTR.
• 170% more paid comments%, 100% share%, 222% likes.

Dynamic Showcase Ads

Dynamic Showcase Ads (DSA) on TikTok are similar to Dynamic Ads on Google. To launch DSA, you should create a product catalog on TikTok Ads Manager and generate videos for your products. This saves lots of time and targets low-funnel users with particular products.

For example, Aerie aimed to keep its CPA under $50. After implementing DSA, they exceeded this goal by 27%, and later by an impressive 78% with a custom DSA template.

Playable Ads

Playable Ads are interactive videos that display a preview of your app before someone downloads it. Viewers will be invited to interact with your ad in a full-screen playable experience. Users can tap or swipe on your ad, and the advertiser can encourage them to download the app by using a gesture or button.

Playable Ads are very engaging with higher clickthrough rates and conversion rates compared to non-playable ads.

Use Playable ads to showcase the gameplay and simple interactions in your casual and hardcore games. You can also drive your audience to download the app by ending your video at a suspenseful or exciting moment.

Wrapping Up

TikTok ads of every format and type can add a lot of value to your marketing mix. Choose formats depending on your objectives and budgets, follow trends, and authentically interact with your audience. Your efforts will pay off and result in increased brand awareness, active engagement, and sales.

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