Quick answer: TikTok in-feed ads run in the For You feed as users scroll. Use 9:16 vertical video at 1080x1920px, 9-15 seconds long, with sound. Set up through TikTok Ads Manager at the campaign, ad group, and ad levels.
What Are TikTok In-Feed Ads?
In-feed ads are TikTok's most accessible paid format. They appear natively inside the For You feed, looking almost identical to organic content.
Definition and placement on the TikTok feed
In-feed ads slot between organic videos as users scroll. Viewers can like, comment, share, and follow the brand directly from the ad. That interactivity is rare among ad formats and drives real engagement.
Spark Ads vs. Non-Spark Ads
Per TikTok's Business Help Center, in-feed ads come in two types. Spark Ads pull from existing organic TikTok posts. The ad inherits the original video's engagement count. Non-Spark Ads are uploaded directly to TikTok Ads Manager and built from scratch. They require full spec compliance.
Why in-feed ads are effective for conversion
The full-screen vertical format commands attention. Sound plays by default. A CTA button drives users to a landing page, app store, or lead form. That direct path from scroll to click is what makes in-feed ads a strong conversion format.
In-Feed Ad Video Specifications
Getting specs right prevents rejected creatives. Use these numbers from TikTok Ads Manager documentation.
Dimensions and aspect ratios (9:16, 16:9, 1:1)
Per TikTok's Business Help Center, three aspect ratios are supported:
- 9:16 vertical (recommended): ideal 1080x1920px, minimum 540x960px
- 16:9 horizontal: minimum 960x540px
- 1:1 square: minimum 640x640px
Vertical fills the screen. It matches how users hold their phones. It performs best.
Video duration and file format requirements
Non-Spark Ads support 5-60 seconds. TikTok recommends 9-15 seconds for best results. Accepted formats are .mp4, .mov, .mpeg, .3gp, and .avi.
File size, bitrate, and codec details
Maximum file size is 500MB. Minimum bitrate is 2,500 kbps for auction placements and 516 kbps for reservation placements. Higher bitrate means sharper playback. Don't compress more than necessary.
Creative Requirements and Best Practices
Strong creative avoids disapproval and drives results. These rules come directly from TikTok Ads Manager guidance.
Sound requirements and audio considerations
All in-feed ad creatives must include sound. TikTok is audio-first. Music and voiceovers boost engagement. Silent ads are not permitted.
Avoiding watermarks and layout pitfalls
TikTok does not allow watermarks in ad creatives. That includes the TikTok watermark on downloaded organic videos. Avoid transparent or white backgrounds too. Platform caption text is white, and it will disappear against a light creative.
Safe zones for text and logos
TikTok's UI overlays buttons, icons, and labels directly on the video. Keep logos and key visuals inside the safe zone. TikTok Ads Manager offers downloadable safe zone templates. Download and use one before uploading your final creative.
Ad caption guidelines and character limits
Captions display in white, uniform font. You cannot change the font or color. Keep captions under 100 characters in English to avoid "See more" truncation. The maximum is four display lines. Non-Spark Ad captions do not support clickable links, @mentions, or hashtags.
How to Create an In-Feed Ad in TikTok Ads Manager
Step 1: Set up campaign objective and targeting
Log into TikTok Ads Manager and click Create. Choose your campaign objective: Traffic, Conversions, App Install, Lead Generation, or others. Set a campaign-level budget or move to the ad group level. Define your audience there: location, age, gender, interests, and device type.
Step 2: Add video creative and specify dimensions
Inside the Ad level, upload your video file. Select the correct aspect ratio to match your upload. For vertical video, choose 9:16. Add a profile image and display name for your ad identity.
Step 3: Write ad caption and configure call-to-action
Write your caption, staying under 100 characters. Pick a CTA button from TikTok's preset list: "Shop Now," "Learn More," "Download," or similar. Enter your destination URL.
Step 4: Configure budget, bidding, and schedule
Set your daily or total budget at the ad group level. Choose a bidding strategy: lowest cost, bid cap, or cost cap. Set your start date and an optional end date. Review all settings, then submit for review.
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Frequently Asked Questions
What is the best video length for a TikTok in-feed ad?
TikTok recommends 9-15 seconds for Non-Spark in-feed ads. Non-Spark Ads support up to 60 seconds, but shorter videos typically hold attention better in the fast-moving For You feed.
Can I use a video with a TikTok watermark in my in-feed ad?
No. TikTok's ad policies prohibit watermarks in ad creatives, including the TikTok watermark added when you download organic videos. Upload a clean version of your video directly to TikTok Ads Manager.
What aspect ratio should I use for TikTok in-feed ads?
Use 9:16 vertical (1080x1920px) for best performance. It fills the screen and matches how users hold their phones. TikTok also supports 16:9 horizontal and 1:1 square, but vertical dominates the format.
Do TikTok in-feed ads require sound?
Yes. All TikTok in-feed ad creatives must include sound. TikTok is an audio-first platform. Silent videos are not permitted and will not pass ad review.