Snapchat ad headlines are limited to 34 characters including spaces, while brand names max out at 25 characters. These strict limits apply across Single Image/Video ads, Story Ads, and Filters, with Sponsored Snaps using a slightly shorter 25-28 character headline limit. One critical restriction that catches many advertisers off guard: emojis are not allowed in Brand Name or Headline fields. Understanding these specifications before creating campaigns prevents rejected ads and wasted production time.

This guide covers character limits for all Snapchat ad formats with practical tips for maximizing impact within these constraints.

Snapchat Ads Character Limits Quick Reference

Important: All character counts include spaces. Emojis are prohibited in Brand Name and Headline fields across all Snapchat ad formats.

Single Image and Video Ad Specifications

Single Image and Video ads are Snapchat’s most versatile format, appearing between user Stories and in the Discover feed. These full-screen vertical ads demand concise messaging within strict character limits.

Character Limits

Technical Specifications

Video requirements:

• Duration: 3-180 seconds (3-10 seconds recommended)
• Aspect ratio: 9:16 (full screen vertical)
• Resolution: 1080x1920 minimum (1080x2340 recommended for newer devices)
• File size: 1GB maximum
• Format: MP4 or MOV with H.264 encoding

Image requirements:

• Dimensions: 1080x1920 minimum
• File size: 5MB maximum
• Format: JPG or PNG

Writing Effective 34-Character Headlines

With only 34 characters including spaces, every word must earn its place. The average English word is 4.5 characters plus a space, meaning you have roughly 6-7 words maximum.

High-performing headline formulas:

Benefit-first approach:

• “Get 50% Off Today Only” (22 chars)
• “Free Shipping All Orders” (24 chars)
• “Clear Skin in 2 Weeks” (21 chars)

Action-oriented approach:

• “Shop New Arrivals Now” (21 chars)
• “Download Free Guide” (19 chars)
• “Start Your Free Trial” (21 chars)

Curiosity-driven approach:

• “See Why 1M+ Love This” (21 chars)
• “The Secret to Better Skin” (25 chars)
• “What Top Brands Know” (20 chars)

Words to avoid (character wasters):

• “Introducing” (11 chars) - too long, use “New” instead
• “Exclusively” (11 chars) - use “Only” instead
• “Revolutionary” (13 chars) - vague and long

Brand Name Strategy for 25 Characters

Your brand name appears in the top-left corner of every ad and in the sponsored label. This 25-character limit rarely poses problems for company names, but requires strategy for longer brand names or sub-brands.

Strategies for longer brand names:

• Use recognized abbreviations: “Johnson & Johnson” becomes “J&J” (3 chars)
• Drop corporate suffixes: “Nike, Inc.” becomes “Nike” (4 chars)
• Use brand acronyms if established: “Victoria’s Secret” can use “VS” (2 chars) if recognized

When to use product names vs. company names:

• Direct response campaigns: Use product name for immediate recognition
• Brand awareness campaigns: Use company name for broader association
• New product launches: Consider “CompanyName x ProductName” if it fits

Sponsored Snaps Specifications

Sponsored Snaps appear directly in users’ chat inboxes, mimicking the organic Snap experience. This format requires different character limits than standard ads because it integrates into personal messaging.

Character Limits

Understanding the Chat Format

Sponsored Snaps include a chat message component that allows for extended messaging up to 500 characters. This is significantly more text than other Snapchat ad formats permit.

Effective chat message structure:

[Opening hook - 50-75 chars]
[Value proposition - 100-150 chars]
[Offer details - 100-150 chars]
[Call-to-action - 50-75 chars]

Example 500-character message:

“Hey! We noticed you love fitness gear (opening hook). Our new moisture-wicking workout collection is designed for intense training sessions - breathable fabric that actually stays dry (value proposition). For the next 48 hours, take 30% off your first order with code SNAP30. Free returns on everything (offer details). Tap to shop the collection and find your perfect fit (call-to-action).”

Headline Variations (25-28 Characters)

Sponsored Snaps use slightly shorter headlines than other formats. The exact limit varies between 25-28 characters depending on the specific placement and creative type.

Examples optimized for 25 characters:

• “Exclusive: 40% Off Today” (24 chars)
• “Your Free Sample Awaits” (23 chars)
• “New Drop Just Landed” (20 chars)
• “Limited Stock Warning” (20 chars)

Best Practices for Sponsored Snaps

Because Sponsored Snaps appear in personal chat lists, they must feel less like traditional advertising and more like a direct message from a friend (who happens to be a brand).

Do:

• Use conversational language
• Include exclusive offers for the format
• Keep the tone casual but professional
• Reference current trends or seasons

Don’t:

• Use overly formal corporate language
• Make the 500-character limit a target (shorter often performs better)
• Include legal disclaimers in the main message (use footer links)
• Repeat the headline content in the chat text

Story Ads Specifications

Story Ads appear as branded tiles in Snapchat’s Discover section, expanding into a full Story experience when tapped. This format uses two sets of character limits: one for the tile preview and another for the full Story content.

Character Limits

Tile Title Strategy (55 Characters)

The 55-character tile title is unique to Story Ads and appears on the Discover tile that users see before tapping. This extra character allowance compared to standard headlines (34 chars) allows for more context.

Use the additional 21 characters for:

• More specific product descriptions
• Longer benefit statements
• Additional urgency signals
• Category context

Examples maximizing 55 characters:

• “Shop Our Biggest Sale of the Year - Up to 70% Off” (49 chars)
• “Watch: 5 Summer Makeup Trends You Need to Try Now” (50 chars)
• “Exclusive Behind-the-Scenes from Our New Campaign” (50 chars)
• “Learn the Workout Routine Professional Athletes Use” (52 chars)

Creating Multi-Snap Story Experiences

Story Ads support 3-20 individual Snaps per Story. Each Snap functions as a full-screen ad with its own visual content but shares the same brand name and can have different attachment URLs.

Optimal Story Ad structure:

1. Snap 1 (Hook): Attention-grabbing visual with headline
2. Snap 2-4 (Value): Product showcase, benefits, or story development
3. Snap 5+ (CTA): Clear call-to-action with swipe-up attachment

Character limits within Story:

• Each Snap uses the standard 34-character headline limit
• Brand name (25 chars) appears consistently across all Snaps
• Individual Snaps can link to different URLs

Story Ads vs. Single Ads: When to Use Each

Choose Story Ads when:

• Telling a brand narrative that needs multiple scenes
• Showcasing a product collection
• Building engagement through sequential content
• Running brand awareness campaigns

Choose Single Image/Video Ads when:

• Driving direct response to a single offer
• Working with limited creative resources
• Testing messaging before scaling
• Running performance marketing campaigns

Filters Specifications

Snapchat Filters (also called Geofilters for location-based versions) are branded overlays that users apply to their own Snaps. This unique ad format has specific character limits for the text elements within the filter design.

Character Limits

Technical Specifications

Dimensions:

• Resolution: 1080x2340 pixels (recommended)
• Safe zone: Keep key elements within 85% of frame
• File format: PNG with transparency
• File size: 300KB maximum

Design requirements:

• Cannot cover more than 25% of screen
• Must be clearly identifiable as sponsored
• Logo/brand name required
• Cannot include photos of real people

Text Readability in Filter Design

Filter text must remain readable when applied over varied photo backgrounds. This affects how you use your 34-character headline allocation.

Best practices for filter text:

• Use bold, sans-serif fonts
• Include text shadows or outlines for contrast
• Place text in areas less likely to conflict with faces
• Keep critical text in the upper or lower 20% of the filter

Effective filter headlines:

• Event-specific: “Summer Fest 2026” (15 chars)
• Location-based: “Greetings from NYC” (18 chars)
• Campaign-driven: “#BrandChallenge” (15 chars)
• Seasonal: “Happy Holidays” (14 chars)

Filter Use Cases

Brand filters work best for:

• Event activations (conferences, festivals, store openings)
• Geographic campaigns (city-specific promotions)
• Seasonal campaigns (holidays, back-to-school)
• User-generated content campaigns

Filter limitations:

• Lower reach than other ad formats
• Requires user action to engage
• Limited targeting compared to other formats
• No direct click-through capability

The No Emoji Rule: What You Need to Know

One of Snapchat’s most distinctive advertising restrictions is the prohibition of emojis in Brand Name and Headline fields. This catches many advertisers off guard, especially those experienced with other platforms where emojis are common in ad copy.

Why Emojis Are Prohibited

Snapchat’s official advertising policies prohibit emojis in Brand Name and Headline fields for several reasons:

Consistency: Ensuring all ads have a uniform text appearance across the platform Readability: Emojis render differently across devices and operating systems Professionalism: Maintaining advertising quality standards Technical: Character encoding issues in ad delivery systems

Where Emojis Are (and Aren’t) Allowed

Workarounds for Emoji-Free Headlines

Since you cannot use emojis to add visual interest, rely on these text-based techniques:

Punctuation for emphasis:

• “New! Summer Collection” (21 chars)
• “Last Chance: 50% Off” (20 chars)
• “Yes - Free Shipping” (19 chars)

Power words that create visual impact:

• “Exclusive” (9 chars)
• “Limited” (7 chars)
• “Free” (4 chars)
• “New” (3 chars)

Capitalization strategy:

• “SALE: Extra 30% Off” (19 chars)
• “NEW Arrivals Inside” (19 chars)

Common Mistakes and How to Avoid Them

Even experienced advertisers make avoidable errors when creating Snapchat ads. These mistakes lead to rejected ads, wasted time, and missed campaign launch windows.

Mistake 1: Exceeding Character Limits

Problem: Ads rejected because copy exceeds limits by even one character.

Solution: Always count characters including spaces before submitting. Use a character counter tool to verify exact counts match Snapchat’s requirements.

Pro tip: Build templates at 30 characters (headlines) and 22 characters (brand names) to leave buffer room for last-minute edits.

Mistake 2: Including Emojis in Prohibited Fields

Problem: Ads rejected for emoji use in Brand Name or Headline.

Solution: Review all text elements before submission. If your brand typically uses emojis in marketing, create Snapchat-specific copy that conveys the same energy through word choice.

Mistake 3: Forgetting Spaces Count

Problem: Planning copy assuming spaces don’t count, then exceeding limits.

Solution: “Free Shipping Today” is 19 characters (including 2 spaces), not 17. Always count the full string with spaces.

Mistake 4: Inconsistent Brand Name Across Ads

Problem: Using different brand name variations across campaigns creates confusion.

Solution: Standardize one brand name version for all Snapchat advertising. Document it in your brand guidelines.

Mistake 5: Designing Filters Without Safe Zones

Problem: Filter text gets cut off on certain devices or conflicts with Snapchat UI elements.

Solution: Keep all important text within 85% of the frame, avoiding edges where device UI or Snapchat buttons appear.

Snapchat Ad Copy Best Practices

Writing for Generation Z

Snapchat’s core demographic is 13-34 years old, with particular strength among Gen Z users (born 1997-2012). This audience responds to different messaging than older demographics.

What works:

• Authenticity over polish
• Direct, no-nonsense language
• FOMO (fear of missing out) triggers
• Social proof from peers, not celebrities
• Value-focused messaging

What doesn’t work:

• Corporate jargon
• Lengthy explanations
• Traditional advertising language
• Trying too hard to be trendy

Headline Testing Framework

With only 34 characters, testing variations is essential. Create multiple headlines in these categories:

Category 1: Benefit-focused

• “Clearer Skin in 7 Days” (22 chars)
• “Save 2 Hours Daily” (18 chars)

Category 2: Offer-focused

• “40% Off First Order” (19 chars)
• “Free Shipping Today” (19 chars)

Category 3: Curiosity-focused

• “The Secret Is Out” (17 chars)
• “Why Everyone’s Talking” (22 chars)

Category 4: Social proof

• “1M+ Happy Customers” (19 chars)
• “TikTok’s Favorite Brand” (23 chars)

Test one headline from each category to identify which approach resonates with your audience before scaling spend.

Aligning Headlines with Creative

Your 34-character headline must work with your visual creative, not against it. Common alignment issues:

Problem: Headline says “Watch Now” but creative is a static image. Solution: Match headline action to creative type.

Problem: Headline mentions discount but creative shows lifestyle imagery. Solution: Include offer visualization in creative or change headline focus.

Problem: Headline text color conflicts with creative background. Solution: Use Snapchat’s text customization options or adjust creative.

Frequently Asked Questions

What is the Snapchat ad headline character limit?

Snapchat ad headlines are limited to 34 characters including spaces for most ad formats. Sponsored Snaps use a shorter 25-28 character limit for headlines, while Story Ad tiles allow up to 55 characters.

Can I use emojis in Snapchat ads?

No, emojis are prohibited in Snapchat’s Brand Name and Headline fields across all ad formats. You can use emojis in Sponsored Snap chat messages and within video/image creative, but not in required text fields.

Do spaces count toward Snapchat ad character limits?

Yes, all Snapchat ad character limits include spaces. “Free Shipping” counts as 13 characters (12 letters plus 1 space). Always verify your copy with a character counter before submitting.

What is the brand name character limit for Snapchat ads?

Brand names are limited to 25 characters including spaces across all Snapchat ad formats. This appears in the top-left corner of ads and in the sponsored content label.

How long can Sponsored Snap chat messages be?

Sponsored Snap chat messages can be up to 500 characters, significantly more than other Snapchat ad formats. This extended limit allows for conversational messaging that mimics organic Snaps.

What are the character limits for Story Ad tiles?

Story Ad tiles allow 55 characters for the tile title that appears in the Discover section, while the Story content uses standard limits of 25 characters for brand name and 34 characters for headlines.

Key Takeaways

• Snapchat ad headlines are limited to 34 characters with spaces (25-28 for Sponsored Snaps, 55 for Story Ad tiles)
• Brand names max out at 25 characters including spaces across all ad formats
• Emojis are strictly prohibited in Brand Name and Headline fields - no exceptions
• Sponsored Snaps allow extended 500-character chat messages for conversational advertising
• Story Ads use dual character limits: 55 chars for Discover tiles, 34 chars for in-Story headlines
• All character counts include spaces - verify with a counter before submitting ads

Conclusion

Snapchat’s advertising character limits demand precise copywriting within strict constraints: 34-character headlines, 25-character brand names, and no emojis allowed in text fields. Success on Snapchat requires understanding format-specific limits like Sponsored Snaps’ 500-character chat messages and Story Ads’ 55-character tile titles. Always verify your ad copy meets exact specifications before submission to avoid rejected ads and campaign delays. Try our free letter counter → to ensure your Snapchat ad copy fits within platform specifications before launching your next campaign.