ad-tiktok

Overview

This skill defines exactly what to produce for a TikTok ad. It is platform-spec only: the slots TikTok exposes, the limits per format, the 9:16 safe zone, the CTA enum, and the native-feel rules that decide whether the platform pushes the ad or buries it.

2026 context: in the US, TikTok runs under the USDS joint venture since January 2026. Ads Manager, Smart+, TopView, and In-Feed formats continued through the transition, but delivery may shift as the US recommendation system is retrained — re-check baselines and targeting approvals for US campaigns.

Instructions

Ad Formats Covered

Format	What You Produce
In-Feed Ad	Vertical video + caption + display name + CTA — runs in For You feed
Spark Ad	Boosted version of an existing organic post — uses the original creator's account. Caption is inherited and NOT editable in Ads Manager
TopView	First impression a user sees on opening TikTok — premium placement
Brand Takeover	Largely consolidated into TopView since 2023-24 — treat as legacy
Branded Effect	Custom AR effect / filter built via Effect House, ≤5 MB, safety review (5-10 business days)
Branded Mission	UGC challenge — brand briefs creators to make videos
Carousel Ads	2–35 images, swipeable, with caption + CTA. ONE shared CTA across all cards. 9:16 or 1:1, 720×720 min
Lead Gen	In-Feed Ad + native Instant Form, ≤10 questions, privacy URL required
TikTok Shop — Video Shopping Ads (VSA)	9:16, ≤10 min. GMV Max became the default (and for most sellers only) campaign type for Shop ads in July 2025 — verify live. Product Card pops in bottom — safe zone bottom must be 450px
TikTok Shop — LIVE Shopping Ads	Promote active livestream; ad asset = vertical thumbnail/clip + headline
TikTok Shop — Product Shopping Ads (PSA)	Catalog-driven, product-image-led, no required video. Image: 1:1 or 4:5, ≥600×600. Served on Shop tab + search + For You
TikTok Search Ads	Keyword-bid, served on the Search Results Page. Spec mirrors In-Feed; show keywords as on-screen text or overlays and put keywords in the ad title and description (official, TikTok Search Ads creative tips, 2026-01). Keyword minimums and match types change — verify in Ads Manager
Pulse Suite (Premiere/Core/Mentions/Tastemakers)	Contextual placement adjacent to premium content. Standard In-Feed video spec; copy/tone must match the lineup context

In-Feed Ad — Slots and Limits

Slot	Limit	Notes
Caption	No character cap on the specs page; Spark captions display max 4 lines	Overlays bottom-left on video; front-load the hook. Non-Spark ad captions don't support hashtags, @mentions or clickable links (official, TikTok video ads specifications, 2026-06)
Display name	2–20 chars	The advertiser name shown
Profile image	1:1, ≥98×98 px	Round-cropped on display
Video	9:16, 5–60s (up to 3 min available)	MP4 or MOV; 540×960 minimum, 1080×1920 recommended
CTA button	Enum	See CTA section
Landing URL	URL	Where the click goes

Video Asset Specs

Spec	Value	Notes
Aspect ratio	9:16 recommended; 1:1 and 16:9 supported	Use 9:16 unless you have a specific reason
Resolution	≥540×960 (9:16); ≥640×640 (1:1); ≥960×540 (16:9). 1080×1920 production target	Higher quality preferred
File format	MP4, MOV, MPEG, AVI	MP4 strongly recommended. GIF dropped.
Duration	5–60s typical, up to 10 minutes allowed	Choose length by payoff; the proposition lands in the first 3s
File size	≤500 MB	Compress without losing motion
Bitrate	≥516 kbps	Higher recommended
Audio	Required — sound-on platform	Music + voiceover + captions (all three)

Safe Zones (9:16 Canvas)

The TikTok UI overlays the bottom and right edges. Critical copy must stay in the safe zone.

Region	Use
Top 130px	Mostly safe; status bar overlays first ~80px on some devices
Right 270px	Reserved for Like / Comment / Share / Profile icons — never put copy here
Bottom 480px	Reserved for caption, display name, CTA, and music attribution — never put critical copy here
Effective safe zone	Center, top ~130px to bottom ~480px, left edge to ~810px from left

CTA Button Enum

• Download
• Shop Now
• Sign Up
• Watch More
• Learn More
• Apply Now
• Book Now
• Contact Us
• Get Quote
• Get Showtimes
• Install Now
• Listen Now
• Order Now
• Play Game
• Read More
• Subscribe
• View Now
• Visit Store
• See Menu

Caption Rules

• Front-load the hook and CTA; the specs page lists no character cap, so keep it short and test truncation in the Ads Manager preview
• Lead with the hook, not the brand
• Specificity wins — "5 mins to set up" beats "easy to use"
• No hashtags, @mentions or links in non-Spark ad captions (unsupported); Spark captions inherit from the organic post
• Avoid "link in bio" copy — the CTA button is right there
• Use vowel-light shorthand only if it reads natural on TikTok (e.g., "POV:", "tell me you…")

Native-Feel Rules — What Wins on TikTok

• Founder voice or UGC creator > polished studio voice. Selfie-cam outperforms tripod cinematography.
• Put the proposition in the first 3 seconds and test creatives that differ visually from each other (official, TikTok creative best practices, 2025-06). Visual + text overlay + spoken word all hit in second 0.
• Sound-on platform; caption everything anyway for accessibility and clarity.
• Show, don't pitch. The product must appear and demonstrate value, not be described.
• Use trending audio when it fits — but only via Spark Ads or with proper licensing. Stolen trending audio = take-down.
• Avoid HD studio polish, drone shots, brand-jingle outro. They scream "ad."
• 1 message per video. Multi-product or multi-feature videos underperform.
• End on action — what to do next must be the last beat.

Spark Ad Rules

Spark Ads boost an existing organic post — either yours or a creator's (with permission). Specs match In-Feed Ad. The advantage: comments, likes, shares accumulate to the original post, building social proof.

• Always seek creator permission via the Branded Content Toggle or paid arrangement before boosting
• Disclose the partnership via the Branded Content Toggle (TikTok's #ad equivalent)
• Engagement accumulates on the original post, so social proof builds there; don't promise a cost or click advantage over In-Feed

Branded Mission Rules

Brand briefs creators to produce videos under a campaign tag. The brand pays a fixed pool, creators compete for top performance.

• Brief must be tight: hook idea + product moment + CTA — let creators handle the rest
• Sound-on, vertical, native creator voice — the whole point is creator authenticity
• Hashtag mandatory — the campaign tag is the search index

Policy Constraints (Common Rejections)

• Misleading claims, before/after weight/fitness — auto-disapproval
• Trademark / copyrighted music without licensing — take-down
• Restricted verticals: alcohol, dating, financial, gambling, healthcare, weight loss — region-specific certification
• Personal attribute targeting in copy — Personal Attributes policy
• Shock content, violence, dehumanising language — disapproval + account risk
• Content claiming health benefits without certification — disapproval
• Ads aimed at users under 18 — strict content rules
• Realistic AI-generated people, voices, or scenes — label as AI-generated per TikTok's AIGC rules (assets from TikTok's own Symphony tools carry labels; verify the ad-side disclosure setting)
• Paid creator content — Branded Content toggle on; US FTC Endorsement Guides apply to the creator's disclosure

Output Format

# TikTok Ads — [Product] [Campaign Name]

## Format
[In-Feed / Spark / TopView / Branded Mission / Carousel]

## Landing URL
[URL]

## Caption (front-loaded, no hashtags/@mentions/links for non-Spark)
> [Caption text] — [chars]

## Display Name (2–20 char)
[Name] — [chars]

## CTA Button (from enum)
[Selected CTA]

## Video Spec
- Ratio: 9:16
- Duration: [Xs]
- Resolution: 1080×1920
- Audio: [music + VO / VO only / native sound]
- Captions: yes (every spoken line)

## Scene Plan
| Time | Scene | Spoken / VO | Text Overlay | Notes |
|------|-------|-------------|--------------|-------|
| 0:00–0:02 | Hook | "[opening line]" | "[overlay]" | First frame must stop scroll |
| 0:02–0:08 | Setup | "[VO]" | "[overlay]" | Problem or context |
| 0:08–0:18 | Reveal | "[VO]" | "[overlay]" | Product / solution moment |
| 0:18–0:25 | Proof | "[VO]" | "[overlay]" | Demo, metric, testimonial |
| 0:25–0:30 | CTA | "[VO]" | "[overlay]" | What to do next |

## Safe Zone Check
- [ ] Critical copy stays out of right-rail (icons) and bottom 480px (caption/CTA area)
- [ ] First frame hook is in center safe zone

## Variant Set
| # | Angle | Hook (first 2s) | Caption | CTA | Aesthetic |
|---|-------|-----------------|---------|-----|-----------|
| 1 | [angle] | "[opening]" | [caption] | [enum] | [founder POV / UGC / native] |
| 2 | ... | ... | ... | ... | ... |

## Pre-Submit Checklist
- [ ] 9:16 vertical, 1080×1920 minimum
- [ ] Hook in first 1–3 seconds
- [ ] Sound-on with captions
- [ ] Native feel — no studio polish, no jingle outro
- [ ] Caption front-loaded; no hashtags, @mentions or links (non-Spark)
- [ ] CTA from enum
- [ ] Safe zone respected
- [ ] Music licensed (or Spark Ad with permissions)
- [ ] No misleading claims, no restricted vertical issues
- [ ] Show, don't pitch
- [ ] One message per video

When NOT to Use This Skill

• Audience setup, custom audiences → out of scope
• Pixel events, conversion tracking → out of scope
• Branded content disclosure rules → covered briefly, full compliance review separate

References

• Video ads specifications, official, 2026-06; Creative best practices, official, 2025-06; Search Ads creative tips, official, updated 2026-01.