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Platform Playbook
TikTok
The discovery engine where authenticity wins — vertical-first, sound-on, and built for scroll-stopping creative.
What you will learn
Exact image specs for every placement
Best ad formats for this platform
Audience profile and user behaviour
Data-backed actionable tips
What to avoid on this platform
Safe zones and technical limits
1Overview
TikTok is a full-screen, vertical-first platform where content is discovered through the For You algorithm rather than followers. Image ads appear as In-Feed Ads, TopView, or within TikTok Shop. The platform rewards authentic, UGC-style creative over polished corporate imagery. Sound is on by default, so even image ads benefit from audio design.
2Image Specifications
Image specs by placement
| Placement | Dimensions | Max Size | Safe Zone |
|---|---|---|---|
| In-Feed | 1080 × 1920 px (9:16) | 500 MB | Bottom 150 px clear for CTA bar |
| TopView | 1080 × 1920 px (9:16) | 500 MB | Bottom 150 px clear |
| TikTok Shop | 1:1 or 9:16 | 500 MB | Product tag areas clear |
| Carousel (Collection Ads) | 1080 × 1920 px per card | 500 MB | Bottom 150 px clear |
3Best Formats
Best ad formats for TikTok
Stories & ReelsSingle ImageCarouselShoppableLead GenerationAR / Try-On
4Audience Profile
Who uses this platform?
Ages 16–34, entertainment-first, high content velocity. Fastest-growing platform for commerce. Strong in beauty, fashion, food, gaming, and entertainment.
5Pro Tips
Tips for success on TikTok
1Design for 9:16 only — horizontal content gets buried
2Use UGC or lo-fi aesthetic — overly polished ads feel out of place
3Keep text minimal — TikTok is about visual impact, not reading
4TikTok Shop ads with product links outperform standard link ads 2x
5Test Spark Ads (boosting organic posts) alongside paid creative
6Use trending audio or sound design — 88% of TikTok is consumed with sound on
6Avoid
What to avoid on TikTok
Landscape or square-only creative (gets cropped or ignored)
Corporate, overly branded imagery (feels inauthentic)
Ignoring safe zones — CTA bar covers the bottom 150 px
Next Step
Start advertising on TikTok
Follow a hands-on tutorial to create your first image ad on this platform using ZorgSocial.