Get your TikTok ads approved on the first try. This reference covers video dimensions, file sizes, format requirements, and exactly what TikTok's system actually cares about.

Understanding the Fundamentals

Running ads on TikTok is different from other platforms. The culture is unique, the algorithm is ruthless, and yeah, the technical requirements matter way more than most people realize.

I've seen great ads get rejected because the video was one second too long or the file exceeded the size limit. I've watched solid campaigns tank because the aspect ratio was off. The specs aren't guidelines. They're hard stops.

TikTok's the opposite of forgiving here. The platform has strict technical requirements, and you need to understand them before you waste time and budget on creative that won't even get approved. This reference covers everything: video dimensions, aspect ratios, file formats, text overlay limits, length requirements for each format, and the actual practices that make ads perform well within these constraints.

Whether you're managing campaigns directly or using ORCA to track what works, you need the technical foundation first. Everything else builds on that.

Video Dimensions and Aspect Ratios

Vertical video wins on TikTok. The platform's native format is 9:16, and that's what you should default to.

Recommended Dimensions

These are the specs you actually need to hit:

• Vertical (Portrait): 1080px wide by 1920px tall (9:16 aspect ratio)
• Horizontal (Landscape): 1920px wide by 1080px tall (16:9 aspect ratio)
• Square: 1080px by 1080px (1:1 aspect ratio)

Go vertical whenever possible. TikTok's algorithm prioritizes the 9:16 format, the For You Page is optimized for it, and when you use it, your video fills the entire screen. No black bars. No awkward scaling.

Why Aspect Ratio Matters

Wrong dimensions kill performance. TikTok's system will auto-scale or crop your video if the aspect ratio doesn't match. This creates problems: important elements get cut off, text becomes unreadable, or the framing looks bizarre. Sometimes the ad still gets approved but performs terribly. Sometimes it gets rejected outright.

A video in the correct aspect ratio looks intentional. It tells viewers this was created specifically for TikTok, not repurposed from Instagram or YouTube. The algorithm notices. Users notice.

File Size and Format Requirements

TikTok has specific codec and bitrate requirements. These aren't arbitrary. They optimize for platform performance and work with how people actually consume video on phones.

Video Codec and Format

• File Format: MP4 (H.264 recommended)
• Video Codec: H.264 (or H.265 for better compression)
• Audio Codec: AAC
• Frame Rate: 24, 30, or 60fps (24fps and 30fps are standard)
• Color Space: YUV or RGB

H.264 is your safest bet. Most editing software uses it by default, and it's universally compatible. H.265 compresses smaller but has limited device support.

File Size Limits

• Maximum file size: 287.6MB for most ad formats
• Target: Keep files under 100MB for faster uploads and better delivery

Larger files cause upload delays and can fail during peak hours. Under 100MB gives you a safety margin and faster processing on TikTok's end.

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How to Optimize File Size

If your video's too large:

1. Lower the bitrate (8000-15000 kbps works for full HD)
2. Use H.265 codec if your software supports it
3. Drop to 30fps instead of 60fps for non-action content
4. Trim excess footage
5. Use an online compression tool if you need the last bit of savings

Video Length Guidelines

Length requirements vary by format. This matters because length directly impacts approval and performance.

In-Feed Ads

• Minimum: 9 seconds
• Maximum: 60 seconds
• Optimal: 15-34 seconds

The sweet spot is 15 to 34 seconds. You get 3 seconds to grab attention, time to develop your story, and enough space to deliver your message without losing people. It's short enough to hold viewer attention but long enough to actually sell something.

Spark Ads

• Minimum: 9 seconds
• Maximum: 60 seconds
• Optimal: 15-34 seconds

Spark Ads are existing TikTok videos you boost with paid reach. They usually outperform traditional ads because they look organic. Keep them in the same length range as in-feed ads.

TopView Ads

• Minimum: 5 seconds
• Maximum: 60 seconds
• Optimal: 15-60 seconds

TopView gives you flexibility because these appear at the top of users' feeds when they open the app. You have their full attention, so longer content works here.

Brand Takeover Ads

• Maximum: 5 seconds (if linked to a landing page)
• Optimal: 3-5 seconds

Brand Takeovers are full-screen, high-impact ads. They're quick. The best ones run 3-4 seconds: just enough to establish recognition and drive a click.

Text Overlay and Captions

TikTok penalizes excessive text overlays. The platform wants creative that feels native, not spammy.

Text Overlay Requirements

• Maximum text coverage: 20% of video area max
• Text size: Large enough to read on a phone (minimum 18-20pt)
• Contrast: Strong contrast with the background (white on dark, dark on light)
• Duration: At least 1 second on screen so people can read it
• Keep it minimal: Essential info only (CTA, hook, or your core message)

TikTok's algorithm actively penalizes videos with text covering the entire frame or using small, hard-to-read fonts. The platform interprets dense text overlays as low-quality advertising and reduces distribution accordingly.

Captions vs. On-Screen Text

These are different things:

• On-screen text (text overlays): Baked into your video file. Counts toward the 20% limit.
• Captions: TikTok's auto-captioning feature adds these. They don't count against your limit and improve accessibility.

Always turn captions on. They're automated, they reach viewers who watch without sound (most people), and they don't hurt your ad performance.

Ad Format Requirements

Different TikTok formats come with different requirements.

In-Feed Ads

In-Feed ads show up as native posts in the For You Page.

Specifications:

• Video length: 9-60 seconds
• Dimensions: 9:16 (vertical) recommended, also accepts 1:1 and 16:9
• File size: Under 100MB recommended
• Format: MP4
• Text overlay: Under 20% of video

Best practices:

• Hook in the first 3 seconds (this is non-negotiable on TikTok)
• Use trending audio or native music
• Make it look like organic TikTok, not a polished ad
• End with a clear CTA in the final 2-3 seconds

Spark Ads

Spark Ads let you take existing organic videos from creator accounts and boost them with paid reach.

Specifications:

• Must be an existing TikTok video from a creator account
• No additional editing allowed (you use it exactly as it is)
• Must meet standard in-feed ad requirements

Best practices:

• Choose videos with real engagement and authentic vibes
• Spark Ads beat polished ads because they feel real
• Use this format to scale user-generated content or creator collaborations

TopView Ads

TopView is the first thing users see when they open TikTok.

Specifications:

• Video length: 5-60 seconds, optimal 15-60 seconds
• Dimensions: 9:16 (vertical) recommended
• File size: Under 100MB
• Text overlay: Under 20%

Best practices:

• This placement costs more, so use it for maximum impact
• You have full attention, so make the opening count
• Your brand or product should be unmissable in the first 3 seconds
• Strong CTA required

Brand Takeover Ads

Brand Takeovers are full-screen interstitials that appear before the For You Page loads.

Specifications:

• Video length: 3-5 seconds
• Single image or video format
• Dimensions: 1080x1920px (9:16)
• File size: Under 10MB for images, under 100MB for video

Best practices:

• Keep it short and punchy
• Your brand or product is the star
• Include a clear destination link
• Use high-quality visuals

TikTok Shop Ads

TikTok Shop has its own ad format options for sellers.

Specifications:

• Product showcase format: Video 9-60 seconds, 9:16 aspect ratio
• Single/carousel product ads: Images 1080x1080px minimum
• File size: Under 100MB for videos

Best practices:

• Show the product in use
• Highlight what makes it different or valuable
• Include pricing
• Link directly to your TikTok Shop

Creative Best Practices for Each Format

Different formats need different creative approaches.

For In-Feed Ads

• Hook in the first 3 seconds (pattern interrupts work: sudden cuts, movement, text pop-ins)
• Tell a story or show a transformation
• End with a clear CTA that tells people what to do

For Spark Ads

• Partner with creators whose work you actually trust
• Prioritize authenticity over production quality
• Look for videos that already have real engagement
• Let the organic content do the work

For TopView Ads

• You have full attention, so use it
• Build a narrative: problem, solution, benefit
• Make branding visible by the 2-second mark
• Strong, compelling CTA required

For Brand Takeover Ads

• One core message (keep it simple)
• Use brand colors, logo, or recognizable elements
• Text that drives action (make the destination clear)
• Visually striking creative

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Common Rejection Reasons

Most ad rejections are fixable. Knowing why you got rejected the first time prevents it from happening again.

TikTok rejects ads for:

• Text overlay exceeds 20% of video area
• Video dimensions or aspect ratio don't match specs
• File format isn't MP4 or codec doesn't match
• Video length outside the acceptable range for the format
• Audio copyright issues (music you don't have rights to)
• Content that violates TikTok's advertising policies (banned products, false claims, etc.)
• Poor video quality (heavy compression, pixelation)
• Broken or slow landing page
• Missing or unclear advertiser information
• Unsubstantiated or misleading claims

TikTok tells you why your ad was rejected. Use that feedback to fix the specific issue. Most problems are simple technical fixes.

Keeping Creative Fresh Within Specs

TikTok's algorithm punishes ad fatigue. The longer an ad runs without changes, the worse it performs. But your creative rotation still needs to follow the same specs.

Creative Rotation Strategy

• Create 3-5 variations per campaign
• Same specs, different messaging or visuals or music
• Rotate weekly to stay ahead of fatigue
• Test which versions work best using ORCA or TikTok's analytics

Bulk Production Within Specs

• Film in batches using consistent dimensions
• Use templates to maintain specs across multiple videos
• Build a library of clips you can repurpose across ads
• Reuse music and voiceovers in different combinations

Refreshing Without Starting Over

• Change the music, keep the video clips
• Update the text overlay or CTA
• Adjust speed or add effects
• Reorder shots
• Add captions or stickers within the limits

All these tweaks keep your ad fresh while staying compliant with TikTok's requirements.

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Related Reading

• TikTok Ads for Ecommerce: The Complete Getting Started Guide

Conclusion

TikTok's specs aren't obstacles. They're the foundation. When you work within these parameters, you're optimizing for the algorithm, the user experience, and ultimately better performance.

The core takeaways: use 9:16 vertical format, run most ads between 15-34 seconds, keep file size under 100MB, limit text to 20%, and hook viewers in the first 3 seconds. Do those things and you eliminate most rejection issues.

After you've nailed the technical side, focus on creative. That's where TikTok campaigns actually succeed. Use ORCA to track which approaches work best for your audience, then scale what's working while staying compliant. You'll avoid the rejection frustration and build campaigns that actually perform.