Get Started
All guides
Guide

TikTok In-Feed Ad Specs: Video Size, File Limits and Caption Rules

TikTok in-feed ad specs for a non-Spark auction ad: a 9:16 vertical video of at least 540 x 960 pixels (16:9 and 1:1 are also accepted), in .mp4, .mov, .mpeg, .3gp or .avi, up to 500 MB, up to 10 minutes long and at least 516 kbps. Keep the ad caption within 100 characters, with no links, and the display name within 20 characters.

Checked October 2026. Sources are listed at the end of the page.

An in-feed ad plays between organic videos in the For You feed, so it has to meet two kinds of rules. The first is the file: shape, pixels, format, size, length and bitrate. The second is the text TikTok lays over the video: the ad caption, the display name, the profile photo and the call to action button. This guide lists both, using TikTok's own ads help pages, and then walks through making a video that passes on the first upload. Every value below comes from TikTok's help center. Where TikTok gives a suggestion rather than a hard rule, the table says so.

TikTok in-feed ad specs from TikTok's ads help center, checked 2026-10-29
SpecTikTok's valueNotes
Vertical video9:16, at least 540 x 960 pxThe recommended shape for the feed.
Horizontal video16:9, at least 960 x 540 pxAccepted for non-Spark auction in-feed ads.
Square video1:1, at least 640 x 640 pxAccepted for non-Spark auction in-feed ads.
File formats.mp4, .mov, .mpeg, .3gp, .aviExport to one of these before upload.
File size500 MB or lessCompress long or high bitrate files.
DurationUp to 10 minutesA maximum, not a recommended length.
Bitrate516 kbps or moreVery small exports can fall below this.
Ad captionMax 100 charactersCN/JP/KR characters count as 2. Leading and trailing spaces are not counted.
Characters not allowed{ } in the caption and display nameEmoji are also not supported in the display name.
Links in captionNot supportedSend people to your page with the CTA button instead.
Display nameMax 20 characters (10 for CN/JP/KR), one lineTikTok recommends 4 to 10 characters.
Profile photo98 x 98 px, 1:1, jpg, jpeg or png, under 50 KBKeep the key element in the centre 66 x 66 px.
Call to actionTikTok supports 25 CTAs, default Learn moreExamples: Shop now, Sign up, Download, Book now.

TikTok In-Feed Ad Specs: Video Size, File Limits and Caption Rules

  1. Pick the shape before you shoot or generate

    Decide on 9:16 vertical unless you have a reason not to. It is TikTok's recommended in-feed shape, and its minimum is 540 x 960 pixels. A 16:9 or 1:1 video is accepted for non-Spark auction ads, but it fills less of a vertical phone screen. Setting the shape first saves you from cropping a finished edit.

  2. Keep text and logos out of the interface

    TikTok places the caption, display name, profile photo and buttons on top of your video. TikTok's help page says the safe zone size depends on the dimension, the ad caption length and any extra formats you use. Keep on-screen text and your product near the centre, and check a still frame with the free TikTok Safe Zone Checker before you export.

  3. Write the caption and display name to the limits

    Write the ad caption in 100 characters or fewer, with no link and no curly braces. TikTok suggests staying within 100 characters (50 for CN/JP/KR) so the caption is not cut off behind See more. Keep the display name to one line of 20 characters or fewer, without emoji. The free TikTok Ad Character Counter checks both before you open Ads Manager.

  4. Export a file TikTok accepts

    Export as .mp4, .mov, .mpeg, .3gp or .avi, keep the file at 500 MB or less and the bitrate at 516 kbps or more. Then reopen the exported file and check its width, height, length and size, rather than trusting the preset name in your editor.

  5. Make or finish the video in Infinall AI

    On Pro, the Video tool in Infinall AI lets you pick a platform preset, set the shape and make a video from 1 to 180 seconds that uses your saved brand. Motion makes short animated videos on Free and Pro and exports an MP4. To trim, caption or compress a clip you already have, the AI Editor exports in your browser with no credits, and you can set the bitrate from 1000 to 150000 kbps.

  6. Preview, then build the ad

    Drop a still into the free TikTok Ad Mockup to see how the caption and button sit over your video. When it looks right, upload it in TikTok Ads Manager, or build the ad in the Infinall Social Hub New ad composer, which can run ads on TikTok once your ad account is connected (a Pro feature).

Which in-feed ad these specs cover

The video file specs on this page are from TikTok's help page for auction in-feed ads that are not Spark Ads, meaning ads you upload as new videos rather than boosting an existing TikTok post. The caption and display name rules come from TikTok's help pages for reservation in-feed ads and TopView, which state the same 100-character caption maximum. For Spark Ads, TikTok's in-feed help page says a maximum of 4 lines can be displayed in the caption, including emojis.

If you run carousel ads instead of video, the image sizes are different: TikTok lists 1200 x 628 horizontal, 640 x 640 square and 720 x 1280 vertical for carousel images. Those have their own page, linked below.

Caption rules that cause rejections or cut-offs

Most upload problems with in-feed ads come from text, not video. The points to check:

  • The caption maximum is 100 characters. Full-width characters, such as those used in Chinese, Japanese and Korean, take a 2-character space.
  • Spaces at the start and end are not counted, but spaces anywhere else are.
  • The caption cannot contain a link, and cannot use curly braces.
  • The display name shows on one line only, with a maximum of 20 characters, or 10 for CN/JP/KR.

TikTok's ad policies also apply to the words. Its ad format and functionality policy does not allow excessive or informal use of capitalization, spacing, numbers, symbols or punctuation in the caption, and it gives "Swipe up to learn more." as an example of misleading text in an ad. Its misleading and false content policy does not allow absolute terms about a product in relation to time, region or brand, and restricts before-and-after comparisons that may give a false impression of results.

Choosing a call to action

TikTok says it supports 25 CTAs in total, and the default is Learn more. The list includes Shop now, Sign up, Download, Book now, Contact us, Get quote, Order now, Subscribe and Watch now. Pick the one that matches what happens after the tap: Shop now for a product page, Sign up for a form, Download for an app. The button carries the link, which is why the caption cannot.

Where Infinall AI helps and where it does not

Infinall AI makes the creative: video on Pro, motion videos, images, voiceovers and copy from your saved brand, so the logo, colours and tone match your other ads. It does not buy media for you. The ad budget is charged by TikTok to your own ad account. In the New ad composer, saving drafts is free and a live ad uses 2 credits a month. The composer's own text boxes allow longer text than TikTok does, so keep your caption to TikTok's 100 characters yourself.

The free plan gives 1,000 credits every month with no card. Pro is $10 for the first month, then $30 a month or $299 a year, and adds the Video tool and connecting ad accounts. If you only need to check a finished file, TikTok Ads Manager and the free tools linked here are enough.

Frequently asked questions

What size should a TikTok in-feed ad video be?

Use 9:16 vertical at 540 x 960 pixels or more. TikTok also accepts 16:9 at 960 x 540 or more and 1:1 at 640 x 640 or more for non-Spark auction in-feed ads.

How long can a TikTok in-feed ad be?

TikTok's help page lists a duration of up to 10 minutes, with a file size of 500 MB or less and a bitrate of 516 kbps or more.

What is the TikTok in-feed ad character limit?

The ad caption supports a maximum of 100 characters, with CN/JP/KR characters counting as 2. The display name is limited to 20 characters, or 10 for CN/JP/KR.

Can I put a link in a TikTok in-feed ad caption?

No. TikTok says these ads do not support any link in the ad captions. Use the call to action button to send people to your page.

What size is the profile photo on a TikTok ad?

98 x 98 pixels, square, as jpg, jpeg or png, under 50 KB, with the key element in the centre 66 x 66 pixels.

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.

Try Infinall AI free

1,000 free credits every month. No card required.

Start free