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TikTok Story Selection: The new interactive format

TikTok has introduced a series of new solutions that enable advertisers to better partner with creators and make their ads more engaging. They offer tools for brands to connect and build community on TikTok and establish better collaborations.

The Story Selection format invites users to interactively participate in the development of an ad's story.


  • Introduction to TikTok Story Selection
  • How does it work?
  • How is Story Selection activated?

Introduction to TikTok Story Selection

TikTok's Story Selection is a new interactive format introduced by the platform to further strengthen the relationship between brands and creators. This format invites users to participate interactively in the development of an ad's story.

TikTok Story Selction

Story Selection goes beyond a simple promotion or sale of a product, as it is also entertaining in its own right. This Add-On, i.e., this new TikTok Ads feature presents users with two different interactive logins: two versions that branch into a different final version of the story depending on which one the user chooses.

Users love being part of the storytelling on TikTok, and this product allows them to shape and customize the result of an In-Feed ad. This creates a strong connection between the user and the brand that can drive sales.

How does TikTok Story Selection work?

Story Selection always appears in the same way in the user's feed, following these 5 steps: 

  1. Users are shown the In-Feed ad with the main video.
  2. Once the main video has played, the page appears where they can choose between two-story options.
  3. On the story selection page, it shows sub video A and sub video B, and the play button (to play the main video).
  4. The user selects one of the two options, sub video A or B, and the chosen video starts playing.
  5. Each of the sub videos will also have a Call-To-Action. The CTA and landing page will be the same as the main video.

Story Selection TikTok

How to activate TikTok Story Selection

The Story Selection option is available in Reach & Frequency campaigns (Spark Ads and non-Spark Ads). The configuration of these is done manually, outside of TTAM, and requires approximately 5 working days.

Before you start setting up TikTok Story selection, remember to meet the following requirements for creatives:

  Video duration & Ad specs Format
Main Video Min 5s, max 10s .mp4, .mov, .mpeg, .3gp
Selection topic Within 40 EN characters (20 CN/KR/JP) Text copy
Sub-video A Max 25s .mp4, .mov, .mpeg, .3gp
Sub-video A cover image Dimension: 144*192 PNG, JPG
Sub-video B Max 25s .mp4, .mov, .mpeg, .3gp
Sub-video B cover image Dimension: 144*192 PNG, JPG
Combined one long video (as control group) Max 60s Main video + Sub-video A + Sub video B .mp4, .mov, .mpeg, .3gp


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