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TikTok is forgiving about what you post and strict about how it's displayed. Your video will be covered by a caption, a username, a stack of buttons and a call-to-action bar. If your product or your key text sits under any of those, it's effectively invisible.
Platforms update their specs regularly, so always check TikTok's own ads help centre before a big launch. The guidance below covers the parts that rarely change and the mistakes we see most often.
The basics
| Setting | What to use | Notes |
|---|---|---|
| Aspect ratio | 9:16 (vertical) | Square and horizontal are accepted but lose screen space |
| Resolution | 1080 x 1920 recommended | 720 x 1280 is the practical minimum |
| Length | 9 to 15 seconds for most in-feed ads | Longer works if the story holds attention |
| File type | MP4 or MOV | H.264 is the safe choice |
| Sound | On, always | Most TikTok viewers watch with sound |
Safe zones: where not to put things
The interface covers parts of the screen. The exact pixels vary by device and ad format, so treat these as approximate margins on a 1080 x 1920 frame:
- Bottom: roughly the lowest fifth holds the caption, username and call-to-action button. Keep product shots and text above it.
- Right side: a column about 140 pixels wide holds the like, comment and share buttons.
- Top: a small band carries the "Sponsored" label and navigation.
The safe middle is where your product, your face and any on-screen text should live.
A quick test: put your finished video in a phone mockup with TikTok's overlay, or simply upload it as a private post and look at it on your own phone before you spend money on it.
Layout mistakes that cost clicks
Text at the very bottom. It's the most natural place to put a subtitle and exactly where the caption sits.
The product in the bottom right. Right where the buttons are.
Tiny text. People watch on phones at arm's length. If you need to squint on your laptop, it's unreadable on a phone.
A logo intro. Two seconds of brand animation is two seconds of people scrolling away.
Horizontal footage with black bars. It looks like an ad from another platform and it wastes most of the screen.
What makes a TikTok ad feel native
TikTok rewards content that looks like it belongs in the feed.
- Handheld, not locked off. A little movement reads as real.
- A person talking to camera usually outperforms product-only shots for cold audiences.
- Captions burned in, in the safe zone, for people who do watch muted.
- A fast start. Something happens in the first second.
- Trending sounds used carefully. Only use licensed music from TikTok's commercial library in ads.
Length: when to go longer
Short ads are cheaper to hold attention with, but they limit the story. A rough guide:
| Goal | Length |
|---|---|
| Retargeting people who know you | 6 to 10 seconds |
| Cold audience, simple product | 10 to 15 seconds |
| Product that needs a demo | 15 to 30 seconds |
| Story or testimonial | 20 to 30 seconds |
Making TikTok-ready video from a product photo
AdVideoLab renders 9:16 by default, keeps the product inside the frame the model is told to protect, and can add a creator speaking in any of nine languages. Videos run up to 15 seconds on Seedance 2.0 or up to 30 seconds on Seedance 2.5.
The brief matters as much as the format. If you want three TikTok-style scripts for your product before you make anything, try the free ad script generator and pick TikTok as the platform.
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