- TikTok In-Feed Ads use 9:16 vertical video, run up to 60 seconds, and need a minimum resolution of 540 × 960 px.
- Hook viewers in the first 3 seconds. Show the product or key benefit before second 10.
- Captions show up to 100 characters before 'See more' — keep copy short and creator-style.
- Minimum daily budget is $20 USD at the ad group level and $50 USD at the campaign level.
- Native, authentic footage consistently outperforms polished production on TikTok.
- Generate creative variations and copy angles with AI before uploading to TikTok Ads Manager.
Quick answer: Six steps. Set up Ads Manager, pick an objective, create a vertical video, write a caption, set targeting and budget, then submit. The details below keep you from making the mistakes that stall new campaigns.
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Overview: TikTok Video Ad Formats
In-Feed Ads (most common native format)
In-Feed Ads appear between organic content on the For You page. They look and feel native. Most advertisers start here, and most of this guide focuses on them.
TopView Ads (premium full-screen placement)
TopView plays the moment someone opens TikTok. Full screen. Sound on. Immediate attention. Per TikTok's ad specifications, TopView runs between 5 and 60 seconds, with 9 to 15 seconds recommended for best results.
Brand Takeover Ads (app takeover on open)
Brand Takeover shows a short static or video ad at app launch. Only one brand gets this slot per user per day. It's a premium-cost format built for awareness.
When to use each format
Use In-Feed for performance campaigns. Use TopView or Brand Takeover when awareness is the goal and the budget supports it.
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Step 1: Set Up Your TikTok Ads Manager Account
Go to ads.tiktok.com and create a business account. Link your TikTok profile. Add a payment method. Verification can take up to 24 hours. Once approved, you're inside Ads Manager and ready to build.
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Step 2: Define Your Campaign Objective
TikTok groups objectives into four areas:
- Awareness: Reach the widest possible audience.
- Engagement: Drive likes, comments, and shares.
- Conversions / Sales: Send buyers to a product page or checkout.
- Traffic: Push clicks to your website or app.
Pick the objective that matches your actual business goal. TikTok's algorithm optimizes delivery toward whatever you choose.
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Step 3: Create Your Video Creative
This is where campaigns win or lose.
Video specs (aspect ratio, resolution, duration, file size, formats)
Per TikTok's Business Help Center, In-Feed Ads require:
- Aspect ratio: 9:16 preferred. 1:1 and 16:9 also accepted.
- Minimum resolution: 540 x 960 px
- Duration: 5 to 60 seconds
- Max file size: 500 MB
- Accepted formats: MP4, MOV, MPEG, 3GP, AVI
- Minimum bitrate: 516 kbps
Hook your viewer in 3 seconds
The first three seconds decide everything. Start with a person, a problem, or a striking visual. Slow intros get scrolled past.
Show product/benefit by second 10
Your product or key benefit should appear before the 10-second mark. Don't build to a reveal. Deliver value early.
Recommended video length (9-15 seconds for In-Feed)
Keep In-Feed Ads between 9 and 15 seconds for best engagement. Short enough to hold attention, long enough to explain the offer.
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Step 4: Write Compelling Ad Copy & CTA
Per TikTok's Business Help Center, your ad caption shows up to 100 characters before "See more" (for non-CJK languages). Your display name can be up to 20 characters. Keep both tight.
CTA button options inside Ads Manager include Shop Now, Learn More, Sign Up, Download, and others. Match the button to your objective. "Shop Now" for sales. "Learn More" for awareness.
Write like a creator, not a brand. Conversational copy performs better on this platform than corporate messaging.
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Step 5: Set Targeting, Budget & Bidding
Audience targeting in Ads Manager pulls from demographics, interests, and behaviors. Custom audiences are also supported.
Budget minimums: $50 USD daily or lifetime at the campaign level. $20 USD daily at the ad group level.
Bidding options include CPM (cost per thousand impressions), CPC (cost per click), CPV (cost per view), and oCPM (optimized CPM toward a conversion event).
Start with a daily budget for control. Move to lifetime budget once you've confirmed what performs.
Schedule your campaign
Set start and end dates or run continuously. Scheduling by time of day is available at the ad group level.
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Step 6: Review & Launch
Preview your ad in mobile view
Use TikTok's built-in preview to see exactly how your ad appears on a mobile screen before it goes live.
Check compliance and platform policies
All TikTok ads must pass policy review. Common rejection reasons include prohibited claims, misleading copy, and low-resolution video. Review TikTok's advertising policies before submitting.
Submit for review and launch
Submit the campaign. Review typically takes up to 24 hours. Once approved, your ad goes live automatically according to your schedule.
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Best Practices for TikTok Video Ads
Vertical (9:16) is king. Full-screen vertical video takes over the display. Never run landscape-only creatives on TikTok if you want strong performance.
Native, authentic content outperforms polished ads. Raw footage shot on a phone routinely beats studio-produced video on this platform.
Shoot at 720p or higher. Low-resolution footage looks bad at full screen and hurts results.
Test multiple creative variations. Run at least two or three creative angles per campaign. Different hooks, different visual styles, different offers.
Monitor early performance and optimize. Check metrics at 48 hours. Cut creatives that aren't delivering. Put more budget behind what is.
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Why AI-Generated Creatives & Copy Matter
Producing multiple TikTok video creatives from scratch is slow. Most advertisers run one creative, it fades, and they scramble to replace it.
Coinis's UGC Style workflow generates creator-style ad videos from a product URL. The output looks native. It fits TikTok's aesthetic. No filming required, no agency needed.
AI Copywriting generates captions, hooks, and CTAs from your brand profile. You can test five copy angles in the time it normally takes to write one.
Coinis does not publish directly to TikTok today. That's on the roadmap. But every creative and copy asset you generate in Coinis exports instantly and uploads straight into TikTok Ads Manager. The heavy creative lifting happens before you ever open a browser tab for Ads Manager.
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Or let Coinis do it.
From a product URL to a live Meta campaign. AI-generated creatives. On-brand copy. Direct publish to Facebook and Instagram. Real performance reporting. All in one platform.
Start free. Upgrade when you're ready.
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Frequently Asked Questions
What aspect ratio should TikTok video ads be?
9:16 vertical is the recommended aspect ratio for TikTok video ads. TikTok also accepts 1:1 and 16:9, but 9:16 fills the full screen and performs best for In-Feed and TopView placements.
How long should a TikTok video ad be?
In-Feed Ads can run from 5 to 60 seconds. For best engagement, keep them between 9 and 15 seconds. TopView Ads follow the same technical range, with 9 to 15 seconds also recommended.
How much does it cost to run a TikTok video ad?
TikTok requires a minimum of $50 USD per day (or lifetime) at the campaign level and $20 USD per day at the ad group level. Actual CPM, CPC, or CPV costs vary based on your audience, bidding method, and competition.
Can I use Coinis to create TikTok video ads?
Yes. Coinis's UGC Style workflow and AI Copywriting tools generate creator-style video creatives and ad copy from your product URL. Direct publishing to TikTok is on the roadmap. Today, you export the assets and upload them to TikTok Ads Manager yourself.