TikTok Ad Character Limit: In-Feed Ads

The 100-character caption cap, the double-width character trap, and a free live checker with AI rewrite-to-fit.

100 characters
per in-feed ad caption · CJK characters and most emoji count as two

Check your TikTok ad copy

In-feed ad text: 100 characters max, and only ~4 lines show before "See more." Note: CJK characters and most emoji count as double-width on TikTok — a 100-character limit becomes roughly 50 CJK characters. Display name: 2–20 characters for brands, 4–40 for apps.
Ad text / caption 100 max0 / 100
Ad text fits within the limit.
Brand / display name 2–20 (brand) / 4–40 (app)0 / 20
Display name fits within the brand limit.

The short answer

A TikTok in-feed ad gives you 100 characters of ad text (the caption overlaid at the bottom of the video) — one of the tightest budgets in paid social. On top of the cap, the feed shows only about four lines of caption before folding the rest behind “See more,” so even copy that fits can end up half-hidden if you waste characters on a slow opening.

The trap that catches most advertisers: TikTok counts CJK characters (Chinese, Japanese, Korean) and most emoji as double-width. Two emoji cost you four characters; a caption written in Japanese effectively gets ~50 characters, not 100. If your copy mixes emoji into an English caption — which most TikTok copy does — budget two characters apiece or the platform's own counter will disagree with yours at upload time.

TikTok ad character limits by field

FieldLimitNotes
Ad text / caption100 charactersonly ~4 lines visible before “See more”
Display name (brand)2–20 charactersshown next to your profile image
Display name (app)4–40 charactersfor app-install campaigns

CJK characters and most emoji count as two characters against every limit above. Figures reflect TikTok's current publicly documented caps.

Writing for 100 characters

With this little room, the caption's only job is to add the one thing the video can't say — an offer, a price, a deadline, a reason to tap. Restating what's on screen wastes the budget. If your draft lands at 120 characters, the ✨ Rewrite to fit button above will compress it to 100 while keeping the hook and call to action.

This page covers paid in-feed ads. Organic TikTok captions have a much larger (2,200-character) allowance — see the TikTok character limit guide for those.

Frequently Asked Questions

What is the TikTok ad character limit?
In-feed ad text caps at 100 characters. Only about four lines of caption are visible before TikTok folds the rest behind 'See more', so front-load your offer and call to action.
Do emoji count double in TikTok ads?
Yes. TikTok counts most emoji and all CJK (Chinese, Japanese, Korean) characters as double-width. A caption with 10 emoji has spent 20 characters of the 100-character budget.
What is the TikTok ads display name limit?
2–20 characters for a brand display name, or 4–40 characters for an app name in app-install campaigns.
Is this the same as the TikTok caption limit?
No. Organic TikTok video captions allow up to 2,200 characters — far more than the 100-character paid in-feed ad text. This page covers paid ads; see our TikTok character limit guide for organic captions.

Checking copy for more than one platform? The full Ad Copy Checker covers Google Ads, Meta, LinkedIn, TikTok, X and email subject lines in one place — with AI rewrite-to-fit on every field.

Open the Ad Copy Checker →

Related guides

Compare with the other ad platforms: Google Ads character limits, Facebook ad character limits and LinkedIn ad character limits. For organic content, see the TikTok caption limit, Instagram limit and YouTube limit guides, or check any text in the free character counter.