TikTok’s creative specifications are designed for a full-screen, mobile-first experience. To maximize performance, your ads should fit seamlessly into the user’s feed. Based on our extensive work at Sagum-where we’ve spent over $2 million on TikTok advertising in the past 12 months-here are the critical technical requirements you need to know.
Core Video Specifications
The most important rule is to shoot or edit your video in a vertical 9:16 aspect ratio. Horizontal or square videos will appear awkwardly cropped or surrounded by black bars, killing engagement. Stick to these parameters:
- Aspect Ratio: 9:16 (vertical) – this is non-negotiable for optimal feed placement.
- Resolution: At least 720 x 1280 pixels (720p). 1080 x 1920 pixels (1080p) is strongly recommended for the sharpest look on modern devices.
- Video Length: TikTok supports ads from 5 seconds to 60 seconds. However, our data shows that 15-21 second ads often deliver the best balance of storytelling and retention. Anything longer needs a compelling hook in the first 2 seconds.
- File Size: Keep it under 500 MB. Larger files may fail to upload or cause playback issues.
- Frame Rate: 30 fps (frames per second) is standard. 60 fps is also acceptable but not necessary for most ad creative.
- Accepted Formats: MP4, MOV, WEBM, and AVI. We recommend MP4 with H.264 codec for the best compatibility.
Audio & Sound Specifications
Audio is critical on TikTok, but many users watch with sound off. You must optimize for both scenarios:
- Audio Codec: AAC or MP3.
- Audio Bitrate: 128 kbps or higher.
- Sound-On Essential: Use trending sounds, voiceovers, or music that feels native to the platform.
- Sound-Off Essential: Add clear captions, text overlays, or visual cues so your message lands without audio. We’ve found that ads with text on screen see a 20-30% lift in completion rates for sound-off viewers.
Image & Text Specifications (for Spark Ads & Thumbnails)
If you’re using an image as a cover or within a carousel-style ad, follow these rules:
- Image Resolution: 1080 x 1920 pixels (matching the 9:16 ratio).
- File Format: JPG or PNG.
- File Size: Keep images under 20 MB.
- Text Overlay: Keep critical text in the safe zone (the middle 60% of the screen). Avoid placing logos or key messages in the top 20% or bottom 20%, as these areas can be hidden by the profile icon, caption, or navigation buttons.
Video & Creative Best Practices We’ve Validated
Beyond raw specifications, TikTok rewards ads that feel organic rather than polished. Here are our key learnings from running thousands of TikTok ad variations:
- Hook in the first 2 seconds: Use a bold statement, a surprising visual, or a question to stop the scroll. If you don’t hook them immediately, they swipe away.
- Vertical, full-screen creative: Do not add black bars or borders. Let the video fill every pixel of the screen.
- User-generated content (UGC) style: Ads shot on a smartphone, with natural lighting and a casual tone, often outperform high-budget studio productions. TikTok users value authenticity over perfection.
- Loop-friendly endings: End your video in a way that feels natural to loop back to the beginning, since TikTok auto-replays videos.
- Fast pacing: Cut between shots every 2-4 seconds to maintain energy. Slow, static shots get ignored.
Getting the technical specs right is the price of entry. The real competitive advantage comes from creative that speaks the platform’s language. At Sagum, we test relentlessly against these specs to find what truly scales.
