TikTok Ad Specs: Your Beginner-Friendly Guide for Marketing Your App

As businesses increasingly recognize TikTok’s potential, understanding the elements of its ad specs becomes a must. In this comprehensive guide, we delve deep into the tiniest details of video length, resolution, aspect ratio, file types, and file size requirements for all TikTok ad formats.

Understanding TikTok Ad Formats

TikTok offers a variety of ad formats to cater to different marketing objectives and user preferences. As a beginner, it’s important to choose the format that aligns with your app and campaign goals:

In-Feed Ads: These are native ads that appear in users’ “For You” feed as they scroll through the app. They resemble regular TikTok videos and can be up to 60 seconds long.
TopView Ads: When users open the TikTok app, they first see a TopView ad. These are full-screen, auto-play video ads that play without sound when the app is opened.
Branded Hashtag Challenges: These involve creating a branded challenge around a specific hashtag. Users are encouraged to create and share content related to the challenge, leading to increased brand engagement.
Branded Effects: These are AR (augmented reality) effects that users can apply to their videos. Creating a unique effect can help increase brand recognition and engagement.
Branded Takeovers: Similar to TopView ads, these are full-screen ads that appear when the app is launched. However, they offer more interactive elements, such as linking to an internal or external landing page.

TikTok Ad Specs: Overview of the 5 Formats

Brands have a choice of five primary TikTok ad formats to explore: TikTok TopView, Full Page Brand Takeover Ads, TikTok In-Feed Ads, Branded Hashtag Challenge, and Branded Effect.

Every TikTok ad format presents distinct chances for brands to express their ingenuity and connect with new audiences. By grasping these diverse options, you can successfully determine how to harness TikTok’s ad formats to benefit your goals.

1. In-Feed Ads

Video Length: In-feed ads on TikTok can range from 5 to 60 seconds. However, shorter videos often perform better in grabbing users’ attention swiftly.
Aspect Ratio: All In-Feed Ads should have a vertical aspect ratio of 9:16, optimizing them for the mobile viewing experience that TikTok predominantly offers.
Resolution: The recommended resolution for In-Feed Ads is 1080×1920 pixels, ensuring crisp and clear visuals on users’ screens.
File Types: TikTok accepts various video file formats, including MP4 and MOV. Stick to these formats for seamless uploading.
File Size: While TikTok doesn’t specify an exact file size, balancing quality with loading speed is essential. Aim for a file size that maintains video quality while allowing swift streaming on mobile devices.

2. TopView Ads

Video Length: Similar to In-Feed Ads, TopView Ads can also be up to 60 seconds long.
Aspect Ratio: Maintain the vertical aspect ratio of 9:16 for consistency across ad formats.
Resolution: Stick to the recommended resolution of 1080×1920 pixels to ensure optimal display quality.
File Types: MP4 and MOV formats are ideal for TopView Ads, ensuring compatibility with TikTok’s platform.
File Size: Like other ad formats, prioritize an appropriate file size that guarantees visual excellence and quick loading times.

3. Branded Hashtag Challenges

Introductory Video Length: The introductory video for a Branded Hashtag Challenge can range from 9 to 60 seconds, allowing you to introduce your challenge creatively.
Aspect Ratio: Maintain a consistent vertical aspect ratio of 9:16 for a seamless user experience.
Resolution: Adhere to the recommended resolution of 1080×1920 pixels to ensure your challenge video looks its best.
File Types: Opt for MP4 or MOV formats for your challenge videos to ensure hassle-free uploading.
File Size: Strike a balance between high-quality visuals and reasonable file size to ensure users can engage with your challenge without interruptions.

4. Branded Effects

Creating engaging and immersive AR experiences on TikTok involves adhering to specific guidelines provided by the platform. Ensuring your effects are well-designed and aligned with your branding can significantly enhance your app promotion.

5. Branded Takeovers

Video Length: Branded Takeover videos can be up to 3 minutes long, providing ample time to convey your message effectively.
Aspect Ratio: Stick to the vertical aspect ratio of 9:16 for consistent mobile viewing.
Resolution: Optimal resolution of 1080×1920 pixels ensures your message is clear and impactful.
File Types: MP4 and MOV formats are your go-to choices for Branded Takeover videos.
File Size: As with other formats, prioritize quality while keeping an eye on file size for seamless playback.

TikTok Ad Specs: Overview of the Additional Formats

TikTok provides versatile options by employing video and image ad formats, ensuring brands have a comprehensive toolkit to convey their messages effectively.

Below, we present the detailed specifications for each of these formats, enabling you to tailor your content precisely to the platform’s requirements and optimize its impact on your target audience.

In-Feed Image Ads

Image Dimensions: For single images, the recommended dimensions are 1080×1350 pixels.
Aspect Ratio: Maintain the vertical aspect ratio of 4:5 for In-Feed Image Ads.
File Types: JPEG and PNG formats are suitable for image ads.
File Size: While TikTok doesn’t provide specific file size limits for images, optimizing your images for fast loading on mobile devices is advised.

Branded Hashtag Challenges Image Ads

Image Dimensions: For Branded Hashtag Challenge images, the recommended dimensions are 1080×1920 pixels.
Aspect Ratio: Stick to the vertical aspect ratio of 9:16.
File Types: Like In-Feed Image Ads, JPEG, and PNG formats are suitable for Branded Hashtag Challenge images.
File Size: Optimize your images for fast loading while maintaining visual quality.

Profile Image Specs

Your TikTok profile image visually represents your brand and helps users recognize your content at a glance. Here are the specifications for your TikTok profile image:

Image Dimensions: The recommended dimensions for profile images are 200×200 pixels.
File Types: Opt for JPEG or PNG formats for your profile image.
Visual Identity: Your profile image should align with your brand’s identity. Consider using your logo or a distinctive image representing your app or brand.
Clear and Recognizable: Ensure your profile image is clear and recognizable, even when displayed in smaller sizes.
Aspect Ratio: 1:1
File Sizes: <50 KB

App/Brand Name Specs

Your app or brand name is crucial to your TikTok ad campaign. It should be easily readable and memorable. Here are the specifications:

Text Appearance: Use a clear, legible font that aligns with your brand’s style.
Text Size: The size of your app/brand name can vary, but it should be large enough to be easily seen in your ad creatives.
Placement: Consider strategically placing your app/brand name within your ad creative, ensuring it doesn’t overwhelm the overall design.
App Name Character Limits: 4-40 characters
Brand Name Character Limits: 2-20 characters
Punctuations and spaces count as characters
No emojis.

Ad Description Specs

The ad description provides context and additional information about your app or brand. It’s an opportunity to capture users’ interest and encourage them to take action. Here’s how to optimize your ad description:

Character Limit: TikTok ad descriptions have a character limit of 100 characters. Make every character count by being concise and engaging. Emojis, “{ }” and “#” are not allowed.
Compelling Copy: Craft a description briefly highlighting your app’s key features or benefits. Use persuasive language to draw users in.
Call-to-Action (CTA): Include a CTA within your ad description if possible. Whether it’s “Download Now,” “Learn More,” or “Try for Free,” a clear CTA can prompt users to take action.
Relevance: Ensure your ad description is relevant to your ad content and resonates with your target audience.
Longer text might not appear on the phone display.

Additional Tips for TikTok Ad Success

Compelling Creatives: Whether it’s a video or image, focus on creating visually engaging content that resonates with your target audience (see our article on TikTok Spark Ads).
Clear Call-to-Action: Regardless of the format, include a clear and concise call-to-action that directs users to your desired outcome, such as downloading your app or visiting a website.
Trending Content: Stay informed about trending challenges and themes to make your ads relevant and relatable.
Mobile Optimization: Ensure your videos and images are optimized for mobile viewing, as TikTok is primarily accessed on mobile devices.
Experiment and Learn: A/B test different ad creatives to understand what captures your audience’s attention and drives engagement.

TikTok Ad Specs: Choosing the Right Format For You

Campaign Objectives: Define your goals—whether it’s brand awareness, driving traffic, increasing app downloads, or engagement—before choosing an ad format.
Audience Insights: Consider your target audience’s preferences, behaviors, and demographics. Some formats may resonate better with specific demographics.
Budget and Resources: Evaluate your budget and creative resources. Some formats, like Branded Effects, may require more intricate designs and technical work.
Brand Identity: Select a format that aligns with your brand’s personality and message. The format should enhance your brand story.
Creativity: If you have creative, attention-grabbing content, formats like Branded Hashtag Challenges or In-Feed Ads might work well.
Engagement Level: Branded Hashtag Challenges and Branded Effects might be suitable if you want high engagement and user participation.
Time Sensitivity: If you have a time-sensitive message or offer, formats like TopView Ads or Branded Takeovers can create an immediate impact.

Conclusion

Effective TikTok ads involve careful attention to detail, including profile images, app/brand names, and ad descriptions.

By adhering to the specifications in our guide, you can ensure that these elements contribute to a cohesive and engaging ad campaign. Remember that each component plays a role in conveying your brand’s identity and message to your target audience.

In addition, the best TikTok ad format for your brand depends on your unique circumstances. Carefully consider your objectives, audience, and available resources to choose the format to maximize your brand’s visibility and engagement on this dynamic platform.

Interested in trying TikTok advertising to grow your audience and get results based on performance? Get in touch with us.