TikTok is the platform every marketer needs to be jumping on in 2024. TikTok generated over $2.7 billion in revenue in 2023, making it the highest-grossing app. It has over 1.5 billion monthly active users, making it the fifth most popular social media platform. It’s become the go-to choice for Gen Z, whose buying power is on the rise and use TikTok over Instagram. Over 30% of users have used the platform’s built-in shopping feature, TikTok Shop.
However, less than 30% of marketers are using TikTok. It’s one of the biggest missed opportunities for businesses and influencers. The platform has an average engagement rate of 2.65%, making it the platform with the most engaged users.
You can take your business to the next level in 2024 by leveraging the power of TikTok ads. Sign up to AdsPlanner.ai to create engaging, high-performing TikTok image and video ads with the help of this in-depth guide on TikTok ad sizing and specs.
TikTok’s interface is different from other social media platforms, with its full-screen videos grabbing the user’s attention and making it easier to stop the scroll. You can use TikTok ads to target a specific audience to raise brand awareness or engage with customers at different stages of your sales funnel.
There are several different types of TikTok ads:
In-feed ads can be created through the TikTok Ads Manager interface, allowing you to link to other parts of TikTok. These ads can be used to promote a video page, music page, branded effect, or branded hashtag challenge.
These TikTok ads appear like organic content on a user’s feed and can be posted by creators or brands through their TikTok Ads Manager account. When users interact with the ad, it will direct them to the installation page for an app or a landing page.
The best-performing type of TikTok ad is Spark Ads. These ads use organic content as advertising content. Brands can use content made by creators that are authorised to be turned into ads, instead of creating their own content. Spark ads have almost a 150% higher engagement rate than in-feed ads. Unlike other video ads, spark ads can be stitched or duetted to allow users to interact with them.
Although TikTok is primarily a video platform, you can use image ads. However, these ads are only available through Pangle and Global App Bundle placements. These aren’t available worldwide but can allow you to advertise on other platforms through your TikTok Ad Manager account.
Pangle is TikTok’s ad network, allowing you to place ads on third-party apps to extend your reach beyond TikTok using its audience network.
TikTok ads can appear in a variety of places on and off the app, depending on the placement you select within your TikTok Ad Manager account.
If you choose ‘TikTok’ as your placement, the ad will appear throughout the platform, including profile feeds, search results, following feeds, and the ‘for you’ feed. A ‘Global App Bundle’ placement means your ad can appear on other apps, including Resso and CapCut. If you choose ‘Pangle’, your TikTok ads will appear as playable video ads on platforms throughout the TikTok audience network to maximise your reach.
TikTok image ads can be used within the app, for Pangle placement, or as part of a Global App Bundle placement.
Recommended sizing and specification for TikTok image ads:
TikTok video ads can be used within the app, for Pangle placement, or as part of a Global App Bundle placement. The suggested sizing and specification will differ depending on which placement you choose.
Recommended sizing and specification for TikTok video ads:
Recommended sizing and specification for Global App Bundle video ads:
Recommended sizing and specification for Pangle video ads:
Although the sizing and specifications differ depending on the type of TikTok ad placement you choose, there are optimal specs you can choose to maximise the usability of your video ads.
Descriptions play a crucial role in your ad campaigns. TikTok has a character limit for ad descriptions in England of 100 characters. While you can have a longer description over this character limit, they may be cut off. While emojis and hash symbols are allowed, they count towards your character limit. Spaces and punctuation also count as part of the limit.
Brand names between 2 and 20 characters can be displayed on ads, however, emojis cannot be used. App names can be between 4 and 40 characters.
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