January 27, 2025

TikTok Ad Formats and Specs: The Complete Guide

TikTok Ad Formats

TikTok remains a powerhouse in social media, offering businesses unmatched opportunities to expand their reach and boost engagement. By using TikTok’s diverse ad formats or collaborating with influencers, brands can tap into the platform’s unique ability to create viral moments and deliver significant value.

TikTok offers five primary ad formats strategically designed to maximize creativity and impact:

  • TikTok TopView
  • Full Page Brand Takeover Ads
  • TikTok In-Feed Ads
  • Branded Hashtag Challenges
  • Branded Effects

Understanding these options allows brands to tailor their advertising strategies for maximum engagement and results.

Table of Contents

The 5 TikTok Ad Formats Explained

1. TikTok TopView

TikTok TopView ads are a widely used choice among brands and marketers. This video-first format is an effective way to showcase your creativity as soon as a user opens the app. The ads are prominently displayed at the top of the “For You” section, making them hard to miss. These ads can be up to 60 seconds in length, and usually appear within a few seconds of opening the app.

By using an engaging narrative and sound design, you can capture the user’s attention. The video automatically plays as soon as a user enters the app, ensuring that it is seen. Additionally, brands can include a call-to-action in the ad, making it a great way to reach new users.

TikTok TopView Ad Specs:

  • Max Video Length: 60 seconds
  • Resolution: ≥540x960px, ≥640x640px, or ≥960x540px
  • Aspect Ratio: 9:16, 1:1, or 16:9
  • File Types: .mp4, .mov, .mpeg, .3gp, or .avi
  • File Size: ≤500 MB
  • Bitrate: ≥516 kbps
tik tok campaigns

2. Full Page Brand Takeover Ads

Brand Takeover Ads are TikTok’s most exclusive format, appearing immediately upon app launch. With only one Brand Takeover ad shown per day, this format guarantees unparalleled visibility and is ideal for brands aiming to make bold statements. These ads can include static images or short videos and are designed to drive users to landing pages or challenges.

As each user can only see one Branded Takeover ad per day, the competition is less intense. However, these ads tend to be more expensive. This format is ideal for brands with an established following on the platform. Since over 90% of users who have downloaded TikTok open it daily, using Brand Takeover ads can help reach a larger audience.

TikTok Brand Takeover Ad Specs:

  • File Types for Static Images: JPG or PNG.
  • File Size: <50 KB
  • Video Duration: 3-5 seconds
  • File Types for Video: .mp4, .mov, .mpeg, .3gp, or .avi
  • Recommended Aspect Ratios: 9:16, 1:1, or 16:9

3. TikTok In-Feed Ads

In-Feed Ads integrate naturally into users’ “For You” feeds, mimicking organic content. They encourage likes, comments, shares, and clicks, making them an interactive and budget-friendly option for brands. While ads can be up to 60 seconds, TikTok recommends 9-15 seconds for optimal engagement.

Example of a tiktok in feed ad

A call-to-action and a link to a landing page can be added to these ads, making it easy for users to take action. The level of interaction with these ads is similar to other videos on TikTok, so there is great potential for success if the concept is engaging. In-feed ads are also the most cost-effective option, with prices starting at $10 per CPM. While it may be more expensive than Facebook’s $1 minimum, it can be a highly effective option when executed properly.

TikTok In-Feed Ad Specs:

  • Aspect ratio: 9:16, 1:1, or 16:9
  • TikTok video dimensions: must be ≥540*960px, ≥640*640px, or ≥960*540px.
  • File type: .mp4, .mov, .mpeg, .3gp, or .avi
  • Maximum TikTok video length: 60s, though 9-15s recommended by TikTok.
  • Tiktok video size: ≤500 MB

4. Branded Hashtag Challenge

Branded Hashtag Challenges are designed to inspire creativity and encourage user participation. Users create and share videos using a branded hashtag, amplifying reach and engagement. TikTok offers packages for 3-6 day campaigns, including creative guidance and prominent media placements.

  • Average Engagement Rate: 8.5%
  • Ideal For: Driving user-generated content and increasing brand visibility.
@make.a.mess_art.studio##BeautyLoverReveal♬ Original Music – Shoppers Drug Mart

This ad format has proven to be one of the most popular on TikTok, resulting in successful campaigns. TikTok offers packages of 3-6 days that include media placement and creative guidance. On average, Branded Hashtag Challenges have an engagement rate of 8.5%, according to the platform.

The specifications for these ads are similar to other video ads. The more people who use the hashtag in their videos, the greater the reach for the campaign.

5. Branded Effects

Branded Effects allow businesses to create custom stickers, filters, and AR features that users can add to their TikTok videos. This format appeals to younger, tech-savvy audiences and works best when paired with influencer collaborations or other ad formats.

  • Ideal For: Enhancing campaigns with interactive and immersive elements.
@joeywoodleyCall me Sir David Vibenborough. ##VMakeItHappen ##ad ##fyp ##lipsync♬ Lip Sync Impressions – V Energy (with Rupert Degas)

For optimal results, brands should combine Branded Effects with other TikTok ad formats. The specifications for these ads are similar to other video ads. To maximize its potential, it is recommended to collaborate with influencers to generate interest in the Branded Effects and encourage more users to share their creative content.

TikTok Ad Specs Round-up

TikTok supports both video and image ad formats. Here are the specs for each.

In-Feed Video Ads

  • Aspect Ratio: 16:9 (recommended)
  • Resolution: ≥540x960px, ≥640x640px, or ≥960x540px
  • Length: Up to 60 seconds (9-15 seconds recommended)
  • File Types: .mp4, .mov, .mpeg, .3gp, or .avi
  • File Size: ≤500 MB

Profile Images

  • Aspect Ratio: 1:1
  • File Types: .jpg, .jpeg, .png
  • File Size: <50 KB

Image Ads

  • File Types: JPG or PNG
  • Resolution: No restrictions (≥1200x628px recommended)
  • File Size: ≤500 KB (recommended)

Ad Descriptions

  • Character Limit: 12-100 (Latin), 6-50 (Asian characters)
  • Restrictions: No emojis, { }, or #

Which TikTok Ad Format Works Best for Your Brand?

When choosing a TikTok ad format, it’s crucial to consider your marketing strategy and desired level of engagement. There are multiple formats to choose from, each with its own advantages, so it’s important to carefully evaluate them and determine which is best suited for your marketing goals.

For example, if you aim to reach a wider audience and increase engagement, an In-Feed Ad might be a suitable choice. On the other hand, if you have a larger budget, a Brand Takeover Ad may be a more effective option. These ads can cost anywhere from $50,000 to $120,000, but they guarantee over 5 million impressions.

Ultimately, the decision depends on your company’s ad spend and objectives. No matter which format you choose, it’s important to be creative in how you express and deliver your message on TikTok.

Take Your TikTok Ads to the Next Level

TikTok offers unmatched opportunities to connect with your audience and drive results. Whether it’s captivating viewers with TopView Ads or boosting engagement with In-Feed Ads, the key is combining the right format with a creative strategy.

Ready to turn your ideas into action? Contact us today and let’s create a TikTok campaign that gets your brand noticed!

*This article was updated by the UA team at yellowHEAD in January 2025

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