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.

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. As of July 2025, GMV Max is the default and only supported campaign type for Shop ads. 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 (GA late 2024)	Keyword-bid, served on Search Results Page. Spec mirrors In-Feed BUT first frame must mirror the query (on-screen text matching keyword). Min 20 keywords per ad group
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	100 chars (incl. CTA)	Hard cap; overlays bottom-left on video
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 but visibly down-weighted in feed	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 sweet spot, up to 10 minutes allowed	15–30s outperforms longer
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

• 100 chars hard cap including the CTA — every char counts
• Lead with the hook, not the brand
• Specificity wins — "5 mins to set up" beats "easy to use"
• Avoid hashtag spam — 1–3 hashtags max
• 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.
• Hook in first 1–3 seconds. The skip rate is brutal. Visual + text overlay + spoken word must all hit in second 0.
• Sound-on platform but caption everything anyway — accessibility + watch-time signal.
• 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)
• A Spark Ad pulling 3× the CPM/CTR of a fresh In-Feed Ad is normal — the social proof matters

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

Output Format

# TikTok Ads — [Product] [Campaign Name]

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

## Landing URL
[URL]

## Caption (≤100 char incl. CTA)
> [Caption text] — [chars]

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

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

## Video Spec
- Ratio: 9:16
- Duration: [Xs — 15–30s sweet spot]
- 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]" | [≤100] | [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 ≤100 char incl. CTA
- [ ] 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