TikTok ad character limits

TikTok ad text is short — up to 100 characters — and the real work happens in the first three seconds of the video. The text is a caption, not the ad.

On TikTok the video is the ad and the text is a caption that sits over the feed. Ad text allows 1–100 characters (display can vary by placement), and several placements strip emoji. Because the scroll is fast and sound-on, the hook in the first seconds of the video carries far more weight than the caption.

TikTok Ads character limits

FieldLimitNotes
Ad text1–100 charactersDisplayed text can be tighter per placement; front-load it.
Display nameUp to 40 charactersYour brand/handle shown on the ad.
EmojiRestrictedSome placements strip emoji from ad text.

Common Mistakes

  • Writing the caption like a headline and ignoring the video hook, which is the real ad.
  • Leaning on emoji that get stripped in certain placements.
  • Exceeding 100 characters and getting the text cut.

Frequently Asked Questions

What is the TikTok ad text character limit?

TikTok ad text allows 1–100 characters, though the displayed length can be tighter depending on placement. Front-load the most important words.

Does the caption matter more than the video?

No. On TikTok the video hook in the first ~3 seconds drives performance; the ad text is a short caption. Write the hook first.