TikTok ads have strict character limits: In-Feed Video ads allow 4-40 characters for brand/app names and 1-100 characters for captions (only 4 lines visible before truncation). Spark Ads use organic post captions with a 100-character maximum. With over 1 billion monthly active users and a 4.25% engagement rate (the highest among social platforms), understanding TikTok’s ad specifications is essential for maximizing your advertising ROI.

This guide covers character limits for all TikTok ad formats in 2026.

TikTok Ad Character Limits Overview

Quick Reference by Ad Format

Important: Double-width characters (Chinese, Japanese, Korean) count as two Latin characters, effectively halving your available space.

In-Feed Video Ads

In-Feed ads appear natively in users’ For You feed, blending with organic content while being labeled as “Sponsored.”

Character Limits

In-Feed Ad Best Practices

Brand name (4-40 characters):

• Must be recognizable and match landing page
• Latin characters, numbers, and spaces only
• Emojis are NOT allowed in brand/app names
• Avoid special characters when possible

Caption (1-100 characters):

• Emojis ARE allowed in captions
• First 4 lines show before “See more” truncation
• Front-load your message and CTA
• Include keywords for discoverability

In-Feed Caption Examples

Short and punchy (under 50 chars):

• “Shop the look. Link in bio.” (27 chars)
• “50% off this week only.” (25 chars)
• “Transform your routine.” (24 chars)

With emoji and CTA (50-80 chars):

• “New arrivals just dropped. Shop now before they’re gone.” (56 chars)
• “Your skin will thank you. Try our bestseller.” (46 chars)

Maximum impact (80-100 chars):

• “Over 10,000 5-star reviews. See why everyone’s talking about us. Shop now.” (74 chars)
• “Limited edition. Once it’s gone, it’s gone forever. Don’t miss out.” (68 chars)

Truncation Considerations

What users see first: TikTok displays only 4 lines of text before requiring a tap on “See more.” This typically shows around 50-60 characters depending on screen size.

Optimization strategy:

1. Hook in line 1
2. Value proposition in line 2
3. CTA in lines 3-4
4. Additional details after truncation

Spark Ads

Spark Ads amplify existing organic content (your own or partnered creators). They drive 30% higher completion rates and 142% higher engagement compared to standard In-Feed ads.

Character Limits

Spark Ads Best Practices

Key constraint: You cannot edit the original post’s caption when running Spark Ads. The organic content runs as-is.

Pre-creation optimization:

• Create organic posts with ad potential in mind
• Keep captions under 100 characters for cleanest display
• Include keywords and branded hashtags
• Front-load important information

Selecting content for Spark Ads:

• Choose posts with strong hooks in first 3 seconds
• Verify caption is clear and compelling
• Ensure no time-sensitive references that will age poorly
• Check that hashtags are appropriate for broader audiences

Why Spark Ads Outperform

Performance statistics:

• 30% higher completion rates vs. standard In-Feed
• 142% higher engagement rates
• Lower CPM due to native feel
• Better brand recall scores

The reason: Spark Ads feel like organic content users want to engage with, not traditional advertising they want to skip.

TopView Ads

TopView ads are premium placements that appear when users first open TikTok, offering maximum visibility.

Character Limits

TopView Best Practices

Brand name (2-20 characters):

• Shorter limit than In-Feed ads
• Must be instantly recognizable
• Common abbreviations acceptable

Account name (10-20 characters):

• Strict minimum requirement
• Should match or relate to brand name
• Consider searchability

Caption (1-100 characters):

• Same as In-Feed ad limits
• Premium placement deserves premium copy
• Strong CTA essential

TopView Copy Examples

Brand name (20 chars max):

• “Nike” (4 chars)
• “Coca-Cola” (9 chars)
• “Samsung Galaxy” (14 chars)

Caption for TopView:

• “The wait is over. Available now.” (33 chars)
• “See what everyone’s talking about.” (35 chars)
• “Your new favorite. Discover now.” (33 chars)

Carousel Ads

Carousel ads display multiple images or videos in a swipeable format, each with its own headline and caption.

Character Limits

Carousel Best Practices

Card title (40 characters):

• Product name or benefit statement
• Clear and scannable
• Each card should work independently

Card caption (20 characters):

• Extremely limited space
• Price or single benefit
• Strong action words

Carousel Copy Examples

Title + Caption combinations:

Strategy:

• First card captures attention
• Middle cards showcase variety
• Last card includes strongest CTA
• Each card tells part of the story

Branded Mission

Branded Mission invites creators to participate in brand campaigns, with top-performing content boosted as ads.

Character Limits

Branded Mission Best Practices

Mission name (70 chars):

• Descriptive and action-oriented
• Include brand name
• Clear theme or concept

Headline (24 chars):

• Very limited space
• Focus on action or prize
• “Win” or “Create” work well

Description (150 chars recommended, 300 max):

• Explain the challenge clearly
• State prizes or incentives
• Include participation requirements
• Keep under 150 for best display

Branded Mission Examples

Mission name:

• “Nike #JustDoIt Challenge: Share Your Workout” (45 chars)
• “Summer Vibes with [Brand] - Show Us Your Style” (48 chars)

Headline:

• “Win $10,000” (11 chars)
• “Create. Share. Win.” (19 chars)
• “Your Moment to Shine” (20 chars)

Description (150 chars):

• “Create a video showing your best morning routine using our products. Top 10 videos win $500 each. Use #BrandChallenge to enter. Contest ends Friday.” (149 chars)

Character Counting Tips for TikTok Ads

Double-Width Characters

Languages affected:

• Chinese (Simplified and Traditional)
• Japanese (Kanji, Hiragana, Katakana)
• Korean (Hangul)
• Some symbols

How it works: If the limit is 100 Latin characters, CJK text allows only 50 double-width characters.

Example:

• “Shop Now” (8 Latin chars) = 8 character count
• “Now” in Japanese (1 kanji) = 2 character count

Emoji Considerations

Allowed: In ad captions and descriptions NOT allowed: In brand/app names

Character count:

• Most emojis count as 2 characters
• Complex emojis (with modifiers) may count as more
• Test specific emojis before finalizing copy

Best Practices for Character Management

Before submitting:

1. Count characters using a reliable tool
2. Account for double-width if targeting Asian markets
3. Test emoji character counts individually
4. Preview how text appears on mobile
5. Check truncation points

Optimization approach:

• Write long first, then edit down
• Cut filler words and redundancies
• Use contractions (don’t vs. do not)
• Replace words with emojis when appropriate

TikTok Ad Specs Beyond Text

Video Requirements

Why Video Quality Matters

Character limits are strict, so your video must carry the message. Invest in:

• Strong hooks in first 3 seconds
• Clear audio and visuals
• On-screen text that complements captions
• Native-feeling content vs. polished commercials

Frequently Asked Questions

What is the TikTok ad caption character limit?

TikTok In-Feed and TopView ads allow 1-100 Latin characters for captions. Only 4 lines display before “See more” truncation, so front-load your key message and CTA.

Can I use emojis in TikTok ads?

Emojis are allowed in ad captions and descriptions but NOT in brand/app names. Most emojis count as 2 characters toward your limit.

What’s the difference between Spark Ads and In-Feed ads?

Spark Ads amplify existing organic content and cannot be edited after posting. They see 30% higher completion rates and 142% higher engagement compared to standard In-Feed ads which are created specifically as advertisements.

How do CJK characters affect my character limit?

Chinese, Japanese, and Korean characters count as double-width, effectively halving your available space. A 100-character limit becomes 50 CJK characters.

What character limits apply to TikTok Carousel ads?

Carousel ads allow 40 characters per card title and 20 characters per card caption. You can include 2-35 cards per carousel.

Do spaces count toward TikTok ad character limits?

Yes, spaces count as characters in all TikTok ad text fields.

Key Takeaways

• In-Feed ads: Brand name 4-40 chars, caption 1-100 chars (4 lines visible before truncation)
• Spark Ads: Use organic caption up to 100 chars, cannot be edited, 30% higher completion rates
• TopView ads: Brand name 2-20 chars, account name 10-20 chars, caption 100 chars
• Carousel ads: Title 40 chars, caption 20 chars per card, 2-35 cards allowed
• Emojis allowed in captions but NOT in brand/app names
• Double-width characters (CJK) count as 2 Latin characters, halving available space

Conclusion

TikTok’s ad character limits are strict compared to other platforms, with most captions capped at 100 characters and brand names under 40 characters. Spark Ads offer the highest engagement (142% boost) by amplifying organic content that already resonates with audiences. Regardless of format, front-load your message since only 4 lines display before truncation. For international campaigns, remember that CJK characters count double, and always test emoji character counts before finalizing. Try our free letter counter → to verify your TikTok ad copy fits within platform specifications before launching your campaign.