TikTok Ad Formats and Specs Explained

TikTok is a rapidly expanding social media platform, especially for businesses seeking to expand their reach and influence. To take advantage of this, companies have the choice to either employ influencers or utilize TikTok’s ad formats. Influencer marketing can be successful, but targeted TikTok ad formats 2023 can lead to viral content that can greatly benefit a brand.

There are five main TikTok ad formats for businesses to consider: TikTok TopView, Full Page Brand Takeover Ads, TikTok In-Feed Ads, Branded Hashtag Challenge, and Branded Effect. Each TikTok ad format offers unique opportunities for businesses to showcase their creativity and reach new audiences. By understanding the different options, you can make an informed decision on how to best use TikTok’s ad formats to your advantage.

Table of Contents

• The 5 TikTok Ad Formats Explained
• TikTok TopView
• Full Page Brand Takeover Ads
• TikTok In-Feed Ads
• Branded Hashtag Challenge
• Branded Effects
• TikTok Ad Specs Round-up
• Which TikTok Ad Format Works Best for Your Brand?

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:

• Maximum video length: 60 seconds
• Recommended Resolution: must be ≥540*960px, ≥640*640px, or ≥960*540px.
• Aspect Ratio: 9:16, 1:1, or 16:9
• File Types: .mp4, .mov, .mpeg, .3gp, or .avi
• File Size:  ≤500 MB
• Bitrate: ≥516 kbps

2. Full Page Brand Takeover Ads

The next TikTok ad format 2023 is the Full Page Brand Takeover. With this option, brands can choose between a dynamic or static ad that takes over the user’s screen. The ad can be either a 3-second JPG image or a video of up to 5 seconds long. These ads are smaller in size and appear as soon as a user opens the TikTok app. Many businesses utilize this format to direct users to a landing page or challenge.

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

The TikTok In-Feed Ads are more traditional ads that users will see as they navigate through the app. These ads can be up to 60 seconds long, but TikTok suggests keeping them between 9 and 15 seconds to improve engagement. Like regular videos that appear in the “For You” feed, users can interact with these ads by sharing or liking them.

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

The Branded Hashtag Challenge is a defining feature of TikTok, allowing users to express their creativity and contribute to an online movement. Brands can invite users to participate in the challenge by creating a specific hashtag.

@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 provide companies and marketers the opportunity to create unique filters and visual experiences through stickers and special effects, allowing users to express their creativity on the platform. This ad format is ideal for reaching a younger, camera-focused demographic.

@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.

Specs for In-Feed Video Ads:

• Aspect Ratio: 16:9 (suggested)
• Resolution: must be ≥540*960px, ≥640*640px, or ≥960*540px.
• Length: up to 60s (suggested 9-15s)
• File Options: .mp4, .mov, .mpeg, .3gp, or .avi
• File Sizes: less than 500 mb.

Specs for Profile Image:

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

Specs for Image Ads:

• File Types: JPG or PNG
• Resolution: No restrictions. Tiktok recommends ≥1200*628px.
• File Sizes: no specific restrictions, ≤500 KB is suggested

Specs for App or Brand Name:

• App Name Character Limits: 4-40 characters (Latin) and 2-20 (Asian characters)
• Brand Name Character Limits: 2-20 characters (Latin) and 1-10 (Asian characters)
• No emojis
• Punctuations and spaces count as characters
• Longer text might not appear on phone display

Specs for Ad Description:

• Support for 12-100 characters (Latin) and 6-50 characters (Asian characters)
• Emojis, “{ }” and “#” are not allowed.
• Punctuations and spaces count as characters
• Longer text might not appear on phone display

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.

Ready to take your brand’s engagement and reach new heights on TikTok? Take the first step in choosing the right ad format for your marketing strategy by exploring our options and comparing the advantages of each. Don’t miss out on the potential of reaching over 5 million impressions with a Brand Takeover Ad or the cost-effectiveness of an In-Feed Ad. No matter which format you choose, let’s work together to create a unique and creative message for your brand on TikTok. Contact us today to start your journey.