ad-tiktok

## Overview This skill defines exactly what to produce for a TikTok ad. It is platform-spec only: the slots TikTok exposes, the limits per format, the 9:16 safe zone, the CTA enum, and the native-feel rules that decide whether the platform pushes the ad or buries it. ## Instructions ### Ad Formats Covered | Format | What You Produce | |--------|------------------| | In-Feed Ad | Vertical video + caption + display name + CTA — runs in For You feed | | Spark Ad | Boosted version of an existing organic post — uses the original creator's account. Caption is inherited and NOT editable in Ads Manager | | TopView | First impression a user sees on opening TikTok — premium placement | | Brand Takeover | Largely consolidated into TopView since 2023-24 — treat as legacy | | Branded Effect | Custom AR effect / filter built via Effect House, ≤5 MB, safety review (5-10 business days) | | Branded Mission | UGC challenge — brand briefs creators to make videos | | Carousel Ads | 2–35 images, swipeable, with caption + CTA. ONE shared CTA across all cards. 9:16 or 1:1, 720×720 min | | Lead Gen | In-Feed Ad + native Instant Form, ≤10 questions, privacy URL required | | TikTok Shop — Video Shopping Ads (VSA) | 9:16, ≤10 min. As of July 2025, GMV Max is the default and only supported campaign type for Shop ads. Product Card pops in bottom — safe zone bottom must be 450px | | TikTok Shop — LIVE Shopping Ads | Promote active livestream; ad asset = vertical thumbnail/clip + headline | | TikTok Shop — Product Shopping Ads (PSA) | Catalog-driven, product-image-led, no required video. Image: 1:1 or 4:5, ≥600×600. Served on Shop tab + search + For You | | TikTok Search Ads (GA late 2024) | Keyword-bid, served on Search Results Page. Spec mirrors In-Feed BUT first frame must mirror the query (on-screen text matching keyword). Min 20 keywords per ad group | | Pulse Suite (Premiere/Core/Mentions/Tastemakers) | Contextual placement adjacent to premium content. Standard In-Feed video spec; copy/tone must match the lineup context | ### In-Feed Ad — Slots and Limits | Slot | Limit | Notes | |------|-------|-------| | Caption | 100 chars (incl. CTA) | Hard cap; overlays bottom-left on video | | Display name | 2–20 chars | The advertiser name shown | | Profile image | 1:1, ≥98×98 px | Round-cropped on display | | Video | 9:16, 5–60s (up to 3 min available) | MP4 or MOV; 540×960 minimum, 1080×1920 recommended | | CTA button | Enum | See CTA section | | Landing URL | URL | Where the click goes | ### Video Asset Specs | Spec | Value | Notes | |------|-------|-------| | Aspect ratio | 9:16 recommended; 1:1 and 16:9 supported but visibly down-weighted in feed | Use 9:16 unless you have a specific reason | | Resolution | ≥540×960 (9:16); ≥640×640 (1:1); ≥960×540 (16:9). 1080×1920 production target | Higher quality preferred | | File format | MP4, MOV, MPEG, AVI | MP4 strongly recommended. GIF dropped. | | Duration | 5–60s sweet spot, up to 10 minutes allowed | 15–30s outperforms longer | | File size | ≤500 MB | Compress without losing motion | | Bitrate | ≥516 kbps | Higher recommended | | Audio | Required — sound-on platform | Music + voiceover + captions (all three) | ### Safe Zones (9:16 Canvas) The TikTok UI overlays the bottom and right edges. Critical copy must stay in the safe zone. | Region | Use | |--------|-----| | Top 130px | Mostly safe; status bar overlays first ~80px on some devices | | Right 270px | Reserved for Like / Comment / Share / Profile icons — never put copy here | | Bottom 480px | Reserved for caption, display name, CTA, and music attribution — never put critical copy here | | Effective safe zone | Center, top ~130px to bottom ~480px, left edge to ~810px from left | Where headline + product reveal must live | ### CTA Button Enum - Download - Shop Now - Sign Up - Watch More - Learn More - Apply Now - Book Now - Contact Us - Get Quote - Get Showtimes - Install Now - Listen Now - Order Now - Play Game - Read More - Subscribe - View Now - Visit Store - See Menu ### Caption Rules - 100 chars hard cap including the CTA — every char counts - Lead with the hook, not the brand - Specificity wins — "5 mins to set up" beats "easy to use" - Avoid hashtag spam — 1–3 hashtags max - Avoid "link in bio" copy — the CTA button is right there - Use vowel-light shorthand only if it reads natural on TikTok (e.g., "POV:", "tell me you…") ### Native-Feel Rules — What Wins on TikTok - Founder voice or UGC creator > polished studio voice. Selfie-cam outperforms tripod cinematography. - Hook in first 1–3 seconds. The skip rate is brutal. Visual + text overlay + spoken word must all hit in second 0. - Sound-on platform but caption everything anyway — accessibility + watch-time signal. - Show, don't pitch. The product must appear and demonstrate value, not be described. - Use trending audio when it fits — but only via Spark Ads or with proper licensing. Stolen trending audio = take-down. - Avoid HD studio polish, drone shots, brand-jingle outro. They scream "ad." - 1 message per video. Multi-product or multi-feature videos underperform. - End on action — what to do next must be the last beat. ### Spark Ad Rules Spark Ads boost an existing organic post — either yours or a creator's (with permission). Specs match In-Feed Ad. The advantage: comments, likes, shares accumulate to the original post, building social proof. - Always seek creator permission via the Branded Content Toggle or paid arrangement before boosting - Disclose the partnership via the Branded Content Toggle (TikTok's #ad equivalent) - A Spark Ad pulling 3× the CPM/CTR of a fresh In-Feed Ad is normal — the social proof matters ### Branded Mission Rules Brand briefs creators to produce videos under a campaign tag. The brand pays a fixed pool, creators compete for top performance. - Brief must be tight: hook idea + product moment + CTA — let creators handle the rest - Sound-on, vertical, native creator voice — the whole point is creator authenticity - Hashtag mandatory — the campaign tag is the search index ### Policy Constraints (Common Rejections) - Misleading claims, before/after weight/fitness — auto-disapproval - Trademark / copyrighted music without licensing — take-down - Restricted verticals: alcohol, dating, financial, gambling, healthcare, weight loss — region-specific certification - Personal attribute targeting in copy — Personal Attributes policy - Shock content, violence, dehumanising language — disapproval + account risk - Content claiming health benefits without certification — disapproval - Ads aimed at users under 18 — strict content rules ### Output Format ```markdown # TikTok Ads — [Product] [Campaign Name] ## Format [In-Feed / Spark / TopView / Branded Mission / Carousel] ## Landing URL [URL] ## Caption (≤100 char incl. CTA) > [Caption text] — [chars] ## Display Name (2–20 char) [Name] — [chars] ## CTA Button (from enum) [Selected CTA] ## Video Spec - Ratio: 9:16 - Duration: [Xs — 15–30s sweet spot] - Resolution: 1080×1920 - Audio: [music + VO / VO only / native sound] - Captions: yes (every spoken line) ## Scene Plan | Time | Scene | Spoken / VO | Text Overlay | Notes | |------|-------|-------------|--------------|-------| | 0:00–0:02 | Hook | "[opening line]" | "[overlay]" | First frame must stop scroll | | 0:02–0:08 | Setup | "[VO]" | "[overlay]" | Problem or context | | 0:08–0:18 | Reveal | "[VO]" | "[overlay]" | Product / solution moment | | 0:18–0:25 | Proof | "[VO]" | "[overlay]" | Demo, metric, testimonial | | 0:25–0:30 | CTA | "[VO]" | "[overlay]" | What to do next | ## Safe Zone Check - [ ] Critical copy stays out of right-rail (icons) and bottom 480px (caption/CTA area) - [ ] First frame hook is in center safe zone ## Variant Set | # | Angle | Hook (first 2s) | Caption | CTA | Aesthetic | |---|-------|-----------------|---------|-----|-----------| | 1 | [angle] | "[opening]" | [≤100] | [enum] | [founder POV / UGC / native] | | 2 | ... | ... | ... | ... | ... | ## Pre-Submit Checklist - [ ] 9:16 vertical, 1080×1920 minimum - [ ] Hook in first 1–3 seconds - [ ] Sound-on with captions - [ ] Native feel — no studio polish, no jingle outro - [ ] Caption ≤100 char incl. CTA - [ ] CTA from enum - [ ] Safe zone respected - [ ] Music licensed (or Spark Ad with permissions) - [ ] No misleading claims, no restricted vertical issues - [ ] Show, don't pitch - [ ] One message per video ``` ## When NOT to Use This Skill - Audience setup, custom audiences → out of scope - Pixel events, conversion tracking → out of scope - Branded content disclosure rules → covered briefly, full compliance review separate