TikTok Ad Caption Length: 100 Characters, Plus Ad Sizes
A TikTok ad caption for a non-Spark in-feed or TopView ad can be up to 100 characters. TikTok suggests keeping captions within 100 characters (50 for Chinese, Japanese or Korean) so the text is not cut off by See more, and the caption cannot contain a link. Spark Ads use the organic post's caption, which shows up to 4 lines, emojis included.
Checked October 2026. Sources are listed at the end of the page.
Caption length is the first thing TikTok Ads Manager checks when you paste ad text, and the caption also changes how much of your video the interface covers. This guide lists the caption rules from TikTok's own ad help pages, then the TikTok ad sizes in pixels for video and carousel images, so you can prepare one ad that passes review the first time.
| Spec | Limit or size | Applies to |
|---|---|---|
| Ad caption | Up to 100 characters | Non-Spark in-feed and TopView ads |
| Caption to avoid See more | Within 100 characters, or 50 for CN/JP/KR | In-feed ads |
| Full-width characters | Each CN/JP/KR character counts as 2 | In-feed ads |
| Spaces | Leading and trailing spaces are not counted; spaces inside the text are | In-feed ads |
| Not allowed in caption | Links, and the characters { } | In-feed ads |
| Spark Ads caption | Up to 4 lines shown, emojis included | Spark Ads |
| Display name | Up to 20 characters (10 for CN/JP/KR), one line, no emojis | In-feed ads |
| Vertical video | 9:16, at least 540 x 960 px (recommended) | Auction in-feed ads |
| Horizontal video | 16:9, at least 960 x 540 px | Auction in-feed ads |
| Square video | 1:1, at least 640 x 640 px | Auction in-feed ads |
| Video file | .mp4, .mov, .mpeg, .3gp or .avi, up to 500 MB, up to 10 minutes, bitrate at least 516 kbps | Auction in-feed ads |
| Profile photo | 98 x 98 px, JPG or PNG, square | In-feed ads |
| Carousel images | 1200 x 628, 640 x 640 or 720 x 1280 px, JPG or PNG | Carousel ads |
TikTok Ad Caption Length: 100 Characters, Plus Ad Sizes
Write the main line first
Put the offer or the reason to watch in the opening words. Count characters as TikTok does: spaces inside the text count, spaces at the start and end do not, and each Chinese, Japanese or Korean character counts as 2.
Cut to 100 characters or less
Keep the caption at 100 characters or under (50 for CN/JP/KR) so it fits without See more. Remove the curly braces { }, any link and any web address, because the caption does not support links. The landing page goes in the ad's destination and call to action instead.
Check the wording against TikTok's ad policies
Avoid absolute claims about time, region or brand, exaggerated results, misleading before-and-after comparisons and text such as "Swipe up to learn more." Do not use excessive capitals, symbols, spacing or punctuation in the caption.
Export the video at a supported size
Use 9:16 at 540 x 960 px or larger for the recommended vertical format, in .mp4 or .mov, under 500 MB. Keep text and logos away from the edges and the lower part of the frame, where the caption, display name and buttons sit.
Preview, then build the ad
Paste the caption into a character counter, preview the ad with your display name and button, and only then upload. In Infinall AI you can ask Infinall Chat for several short caption options from your saved brand, make the 9:16 video or images, and build a TikTok ad draft in the New ad form of the Social Hub.
Why 100 characters is the number to aim for
TikTok's help page for TopView and non-Spark in-feed ads says the ad caption supports a maximum of 100 characters. Its in-feed ad specs add that captions should stay within 100 characters in most languages, or 50 characters for Chinese, Japanese and Korean, so they are not covered by See more. The second rule exists because full-width characters in those languages take a 2-character space.
In practice, write one clear sentence and one short call to action. A caption such as "Fresh coffee beans roasted this week. Order a bag for your desk." fits easily and leaves room for one brand hashtag.
Spark Ads use a different caption
Spark Ads promote an existing organic TikTok post, so the caption comes from that post rather than the ad text field. TikTok's auction in-feed ad page says a maximum of 4 lines can be displayed, including emojis. If you plan to boost a post later, write its first line as if it were an ad caption, because that is the part people read before tapping for more.
TikTok ad sizes in pixels
For auction in-feed video ads, TikTok lists three shapes: vertical 9:16 at 540 x 960 px or more, which is the recommended one; horizontal 16:9 at 960 x 540 px or more; and square 1:1 at 640 x 640 px or more. Files can be .mp4, .mov, .mpeg, .3gp or .avi, up to 500 MB and up to 10 minutes long, with a bitrate of at least 516 kbps.
Carousel ad images come in 1200 x 628 (horizontal), 640 x 640 (square) and 720 x 1280 (vertical), as JPG or PNG. The profile photo shown next to the ad is 98 x 98 px. TikTok also says the safe zone, the area free of interface elements, depends on the shape of the video, the caption length and any extra formats, so a longer caption covers more of the frame.
Organic TikTok posts are not the same as ads
Do not confuse the ad caption with an organic post caption. In the Infinall AI calendar, a TikTok post caption can hold up to 2200 characters, and the composer marks the first 100 characters as the part shown before See more. It counts characters as you type and blocks scheduling until each platform fits. An ad caption in Ads Manager is still held to the 100 character limit above.
Where Infinall AI helps, and where it does not
Infinall AI makes the pieces of a TikTok ad from your saved brand: 9:16 images and motion videos, video on Pro, voiceovers and short copy you can ask for in Infinall Chat. The New ad form in the Social Hub builds ads for Meta, Google, LinkedIn and TikTok, and saving drafts is free. Publishing needs a connected ad account, which is a Pro feature, and the ad platform charges the budget to your own ad account. Infinall does not buy media for you.
If you only need to check one caption, the free TikTok Ad Character Counter and TikTok Ad Mockup are quicker, and TikTok Ads Manager itself remains the final check before you launch.
Frequently asked questions
How long can a TikTok ad caption be?
Up to 100 characters for non-Spark in-feed and TopView ads. For Chinese, Japanese or Korean text, TikTok suggests 50 characters, because each full-width character takes a 2-character space.
Can I put a link in a TikTok ad caption?
No. TikTok says these ads do not support any link in the ad caption. Use the ad's landing page and call to action button instead. The characters { } are not allowed either.
Do emojis and spaces count?
Spaces at the start and end are not counted, but spaces inside the text are. For Spark Ads, TikTok shows up to 4 lines of caption, and emojis count toward those lines.
What is the best TikTok ad size for video?
Vertical 9:16 at 540 x 960 px or larger is TikTok's recommended shape for in-feed ads. Horizontal 16:9 and square 1:1 are also accepted, at 960 x 540 px and 640 x 640 px or larger.
How long can the display name be?
Up to 20 characters on one line, or 10 for Chinese, Japanese or Korean. Emojis and { } are not supported in the display name.
Sources and checks
Every price, rating and number on this page comes from the source pages below, checked October 2026. Prices and plans change often, so confirm on the vendor's own page before you buy.
- TikTok Ads help: TopView, checked October 2026
- TikTok Ads help: Reservation in-feed ads, checked October 2026
- TikTok Ads help: Auction in-feed ads, checked October 2026
- TikTok Ads help: Carousel ad specifications, checked October 2026
- TikTok ads policy: Misleading and false content, checked October 2026
- TikTok ads policy: Ad format and functionality, checked October 2026
- Infinall AI caption limits per platform
- Infinall AI paid ads from the Social Hub