How to do TikTok Ads in 2026

Getting the technical specs wrong wastes budget and kills performance. Here’s every spec you need for TikTok ads in 2026, plus creative best practices for each format.

TikTok’s ad platform offers several formats, each with specific technical requirements. Getting these specs right is the baseline for effective advertising. An ad that doesn’t meet TikTok’s requirements will either be rejected or display incorrectly, both of which waste budget and hurt performance.

This guide covers the technical specifications for every TikTok ad format available in 2026, along with creative best practices for maximising performance within each format.

In-Feed Ads

In-feed ads appear in users’ For You Pages and look similar to organic content. They’re the most commonly used TikTok ad format.

Video specs: Aspect ratio 9:16 (vertical, full screen). Resolution minimum 540×960 pixels, recommended 1080×1920. File formats: .mp4, .mov, .mpeg, .avi, .3gp. File size up to 500MB. Duration: 5 to 60 seconds (15-30 seconds recommended for best performance).

Text specs: Ad description up to 100 characters (including spaces). Brand name up to 40 characters. CTA button text is selected from TikTok’s pre-set options (Shop Now, Learn More, Sign Up, Download, etc.).

Creative best practices: The most effective in-feed ads look like organic content. Avoid polished, corporate-style creative. Lead with a hook in the first 1-2 seconds. Use text overlays for key messages (many users browse with sound off initially). Include a clear CTA.

Spark Ads

Spark Ads are boosted organic posts, either from your own account or from a creator’s account (with their authorisation). They retain all organic engagement (likes, comments, shares) and feel more native than standard in-feed ads.

Video specs: Inherits the specs of the original organic video. No separate creative upload is needed. The existing organic post is used as the ad creative.

Requirements: The creator or brand must generate an authorisation code through TikTok’s ad authorisation feature. Codes expire after a set period, so ensure authorisations are renewed for long-running campaigns.

Best practices: Use your top-performing organic content (highest view count, best engagement rate) as Spark Ads. This approach uses proven content, which significantly reduces the risk of underperformance. Our guide comparing Spark Ads to in-feed ads covers when to use each format.

Spark Ads generate an average 142% higher engagement rate and 30% lower CPA compared to standard in-feed ads, making them the most cost-effective ad format on TikTok for most brands.

TopView Ads

TopView ads are the first thing users see when they open TikTok. They play in full screen for up to 60 seconds with sound on by default.

Video specs: Aspect ratio 9:16. Resolution minimum 1080×1920 recommended. File size up to 500MB. Duration up to 60 seconds. Sound is auto-play.

Text specs: Brand name up to 40 characters. Description not required (the video is the entire experience).

Cost: TopView is TikTok’s premium placement and is priced accordingly (CPM-based, typically the highest cost per impression of any format). Best suited for major product launches, brand campaigns, and large-budget awareness drives. For a detailed breakdown of what TikTok ads cost across all formats, see our guide to whether TikTok ads are worth it.

Branded Hashtag Challenges

Branded hashtag challenges invite users to create content around a brand-sponsored hashtag. TikTok provides a dedicated landing page for the hashtag where all participating content is collected.

Banner specs: Banner image at 1080×1920 pixels displayed on the hashtag challenge page.

Duration: Typically 3 to 6 days.

Cost: Premium format with a significant minimum spend (typically six figures). Best suited for major brand campaigns with large budgets and broad appeal.

Branded Effects

Custom AR (augmented reality) filters, stickers, and effects that users can apply to their own content. These generate user participation and organic distribution.

Specs: Created using TikTok’s Effect House platform. 2D and 3D effects supported. Effects must meet TikTok’s creative quality standards and pass review before going live.

Duration: Typically available for 10 days.

Best for: Brands with creative concepts that translate into interactive experiences. Works best when combined with a hashtag challenge or creator campaign to drive initial adoption.

TikTok Shop Ad Formats

For brands selling on TikTok Shop, several ad formats are specifically designed to drive commerce:

Product Shopping Ads: Feature products directly from your TikTok Shop catalogue. Users can browse and buy without leaving the app. Product images are pulled from your catalogue, so high-quality product listings are essential.

Video Shopping Ads: Shoppable video content with product cards overlaid. Viewers can tap to see product details and purchase directly.

Live Shopping Ads: Promote your live shopping sessions to drive viewers to your broadcast. These ads can dramatically increase live audience size.

Creative Specifications Summary

Across all formats, these universal specs apply: videos must be vertical (9:16 aspect ratio), minimum resolution 540×960 (1080×1920 recommended), maximum file size 500MB, supported formats include .mp4, .mov, .mpeg, and .avi, and the safe zone for text and CTAs is the central 80% of the screen (UI elements overlap the edges).

For more on creating effective ad content, TikTok’s own creative codes provide principles for content that resonates on the platform. If you’re deciding between ad formats, our guide on TikTok ads vs Meta ads compares performance and cost across platforms.

Need TikTok ad creative that performs?As a specialist TikTok ads agency, we create and manage ad campaigns across every TikTok format. From content creation to campaign management and optimisation, we handle the full process.Get in touch to discuss your TikTok advertising.

Further Reading

TikTok Spark Ads: What They Are and How to Use Them

TikTok Ads 101: How to Create Ads That Convert

Spark Ads vs In-Feed Ads: Which Is Right for Your Brand?

Webinar: How to Create TikTok Ads That Convert

About Nonsensical.

We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.

You can find more TikTok insight from us in our Substack – The TikTok Sauce.