TikTok TopView vs TopFeed in Japan:
Formats, Specs, Costs and When to Use Each
TopView is the full-screen video people see first when they open TikTok; TopFeed places your video in the first In-Feed ad slot of the For You feed. Both are reservation (premium) buys with booked impressions, while standard In-Feed ads are bought by auction and optimized toward installs or sales. This guide compares placement, official specs, buying and reference costs in Japan, explains when overseas brands should use each for launches and brand lift, and covers the creative rules that decide whether a premium slot pays off: the first three seconds, sound and Japanese telop.
Key takeaways
- TopView appears on app open (about 3 seconds full screen, then in-feed); TopFeed takes the first In-Feed ad slot. Both are reserved buys for qualified advertisers.
- Official TopView specs: 9:16, 5–60 seconds (9–15 recommended; ZVA uses about 20–30 seconds when the goal is installs or sales), clear audio required, pre-approval, and no creative changes once live.
- Pricing is quoted by TikTok sales and varies; ZVA's Japanese guide cites several million yen per day for TopView as a reference only.
- Use TopView / TopFeed for launches, seasonal peaks and brand lift; use auction In-Feed for CPI and CPA.
- Test Japanese hooks with In-Feed first, then rebuild the winner for the premium slot.
Reservation vs. auction: the two ways to buy TikTok ads
Most TikTok advertising in Japan runs through the auction. You build a campaign in TikTok Ads Manager, set a budget and bid, and the system decides in real time who sees your In-Feed ad. You can change bids, targeting and creative while the campaign runs.
TopView and TopFeed work differently. They are reservation (premium) formats: you agree on dates, placement and budget in advance, usually through a TikTok sales representative, and the impressions you book are delivered. TikTok's help pages describe TopView as bought on a CPM basis with reserved impressions, and TopFeed as a feed-type option inside Reach & Frequency campaigns. Both are currently limited to qualified advertisers.
| Reservation (TopView / TopFeed) | Auction (In-Feed) | |
|---|---|---|
| How you buy | Booked in advance, mainly via TikTok sales (TikTok says eligible accounts can book TopView in Ads Manager) | Self-serve in TikTok Ads Manager |
| Delivery | Reserved impressions on fixed dates | Depends on bid, budget and competition |
| Changes mid-flight | Very limited; TopView assets cannot be swapped once preloading starts or the campaign is live | Bids, targeting and creative can be changed at any time |
| Typical goal | Reach, launch moments, brand lift | Installs, sign-ups, purchases (CPI / CPA) |
Neither is "better." Reservation buys secure visibility on a specific day; auction buys let you optimize toward cost per result. Larger launches in Japan often use both.
What is TikTok TopView?
TopView is the ad people see when they open the TikTok app, before any other video. TikTok calls it its most premium video ad format. According to TikTok's specification page, it plays in two stages: a roughly 3-second full-screen takeover, followed by a transition into a normal-looking In-Feed video with like, comment, share and profile buttons. It plays with sound on.
TopView specs (official, checked October 2026)
| Item | Specification |
|---|---|
| Placement | First video on app open; 3-second takeover, then In-Feed display |
| Aspect ratio / resolution | Vertical 9:16, at least 540×960px (horizontal trailers only if vertical for the first 3 seconds) |
| Length | 5–60 seconds allowed; TikTok recommends 9–15 seconds. For performance goals, ZVA typically uses about 20–30 seconds (see note below) |
| File | .mp4, .mov, .mpeg or .3gp; 500MB or less; bitrate at least 2,500kbps |
| Audio | Required and clear; no fully silent videos; avoid harsh sounds in the first 3 seconds |
| Caption | Up to 100 characters; TikTok suggests about 50 characters for Japanese |
| Safe zones | Two separate safe zones (open screen and In-Feed stage); key text and logos must sit inside both |
| Review | Creative needs pre-approval; TikTok states review within 2 days |
| Destinations | Landing pages and TikTok in-app pages. For app installs, ZVA connects an MMP (such as AppsFlyer or Adjust) and runs the ad with an app store link. The spec page lists restrictions on store links and external deep links, so confirm the setup with TikTok sales when booking |
ZVA note on length and app installs: TikTok recommends 9–15 seconds, and that is enough when the only goal is a strong first impression. When the goal is installs or sales, ZVA plans about 20–30 seconds for most products: the hook, the key benefits, the use scene and the next step need time to land at a fast pace. For app campaigns, we connect an MMP such as AppsFlyer or Adjust and link to the app store, so installs and in-app revenue from TopView can be measured alongside In-Feed campaigns.
Two Japan-specific notes. First, ZVA's Japanese guide notes that TopView inventory in Japan is tight, typically one advertiser per day, so popular dates sell out early. Second, TikTok states that since October 2025, newly created TopView ad groups deliver on TikTok Lite in Japan and Korea by default, which is worth confirming with your representative when you plan reach.
What is TikTok TopFeed (Top Feed)?
TopFeed (written "Top Feed" in some TikTok documentation) places your video into the first In-Feed ad slot of the For You feed. It is selected as a "feed type" when creating a Reach & Frequency campaign, supports single-day and multi-day bookings, and is positioned by TikTok for tentpole and evergreen awareness campaigns.
The practical difference from TopView: TopFeed has no full-screen app-open takeover, but it has more inventory. ZVA's Japanese guide notes that several advertisers can run TopFeed on the same day and that it is usually priced below TopView. It gives you reserved, high-position delivery without competing for the single app-open slot.
TopReach: In May 2026 TikTok announced TopReach, which combines TopView and TopFeed in one buy with a frequency cap of one impression per person in 24 hours. The announcement did not list market availability, so ask your TikTok representative whether it can be booked in Japan for your dates.
TopView vs. TopFeed vs. In-Feed at a glance
| Item | TopView | TopFeed | In-Feed (auction) |
|---|---|---|---|
| Where it shows | First video on app open (3-sec takeover, then in-feed) | First In-Feed ad slot in For You | Between organic videos, decided by auction |
| Buying | Reservation, CPM; via sales (some accounts in Ads Manager) | Reservation via Reach & Frequency | Self-serve auction |
| Length | 5–60 sec (9–15 sec recommended; ZVA uses ~20–30 sec for performance) | Confirm with TikTok sales for your booking | Up to 10 min (Non-Spark); ZVA's guide cites 21–34 sec as TikTok's recommended range |
| Sound | Plays with sound on | Standard in-feed playback | Standard in-feed playback; design to work muted too |
| Inventory in Japan | Very limited (about one advertiser per day, per ZVA's guide) | More than TopView; multiple advertisers per day | Always available |
| Optimization | Fixed after launch | Fixed after launch | Continuous |
| Best for | Maximum single-day impact | Reserved top-of-feed reach at lower cost | CPI / CPA performance |
If you only remember one rule: TopView and TopFeed buy attention; In-Feed buys results. The premium slot wins the first look, but what happens after that depends entirely on the video.
ZVA production services
Vertical video for Japan, with a global team
We handle everything in-house, from planning and Japanese scripts to Japanese talent, shooting and telop editing, and we can run the ads too. We work in Japanese, English, Korean and Chinese. From ¥50,000 per video (overseas projects are quoted individually), with delivery in as few as 5 business days.
Get a free quote →How much do TopView and TopFeed cost in Japan?
TikTok does not publish a public rate card. Its help page says TopView is sold on a CPM basis, that minimum spend varies by market, and that advertisers get either a fixed rate from a sales representative or a market-derived dynamic CPM through Campaign Forecaster. In short, pricing is quoted by TikTok sales and varies by date, season, inventory and package.
For orientation only, these are the reference ranges from ZVA's Japanese guides. Treat them as rough planning figures, not quotes:
| Format | Reference figure (ZVA's Japanese guide) | Notes |
|---|---|---|
| TopView | Several million yen per day and up | CPM-equivalent described as a few hundred yen to around ¥1,000, depending on guaranteed impressions |
| TopFeed | Often about 50–70% of TopView | More flexible budgets because there is more inventory |
| In-Feed (auction) | CPM about ¥300–¥800 (ZVA benchmark) | Tests can start from about ¥300,000–¥500,000 per month |
Two budgeting points matter more than the headline price. Book early: TikTok advises booking at least 60 days ahead for 100% impression campaigns, and Japanese holiday and year-end dates fill first. And budget for creative: a reserved day cannot be rescued mid-flight, so you need tested, Japan-ready videos before the date. For a full breakdown of auction costs, see our guide to TikTok ads cost in Japan.
When overseas brands should use each in Japan
Use TopView when one day matters
- App or game launch in Japan: concentrate awareness on release day, while auction campaigns capture installs.
- Major product launch or brand entry: you need many people in Japan to recognize your name quickly.
- Seasonal peaks: New Year, Golden Week, year-end sales. Auction CPMs tend to rise in these periods, which makes reserved delivery relatively more attractive.
- Brand lift measurement: when the KPI is awareness or recall, measured with a brand lift study rather than CPA.
Use TopFeed when you want premium reach with more flexibility
- Multi-day launch windows where a single TopView day is too narrow or unavailable.
- Awareness campaigns that need reserved top-of-feed placement on a lower budget than TopView.
- Sustained visibility around a campaign period, alongside performance ads.
Stay with In-Feed when you are judged on CPI or CPA
If your success metric is cost per install, sign-up or purchase, start with auction In-Feed ads. Reservation formats cannot be optimized mid-flight, so they are rarely the cheapest route to conversions. Our guide to app user acquisition in Japan covers CPI benchmarks and measurement.
- Launch date is fixed and known 2+ months ahead
- Hooks already proven in Japanese In-Feed tests
- Landing page, store page and retargeting campaigns are ready
- No Japanese creative has been tested
- Only a translated global ad is available
- No auction campaign in place to capture the attention you buy
The sequence ZVA recommends is: test hooks and angles with In-Feed, rebuild the winning pattern as a TopView or TopFeed asset, then run auction campaigns and retargeting around the reserved date to convert the awareness.
Creative requirements: first seconds, sound and Japanese telop
A premium slot guarantees the first look, not the second second. Because TopView creative cannot be changed once it goes live, every detail has to be right before submission.
This is where many overseas campaigns lose value. A translated global spot with English-first pacing and subtitles added afterward often feels like an ad in Japan, and people swipe. A native Japanese performer, natural spoken Japanese, and telop written for Japanese reading habits help the premium slot pay off. Our localization guide explains why translated ads tend to underperform. Claims also need care under Japan's rules on misleading representations and stealth marketing; see Japan advertising rules for foreign brands (general information, not legal advice).
Pre-booking checklist and timeline
- KPIs agreed in advance: impressions, completion rate, brand lift, CTR and post-click conversion.
- Destination checked against TopView rules (web view or TikTok page; no direct store links per the spec page).
- Several creative variants ready, so the auction side can keep refreshing after the premium day.
This timeline is a planning suggestion based on TikTok's 60-day booking advice and its 2-day review window; confirm the actual deadlines with your TikTok representative.
Summary: premium placement still needs Japan-native creative
TopView owns the app-open moment; TopFeed holds the first In-Feed ad slot with more inventory; both are reservation buys with fixed delivery and little room to adjust. Auction In-Feed ads remain the engine for CPI and CPA. Pricing for TopView and TopFeed is quoted by TikTok sales and varies, so plan early and treat any public figure as a reference.
What decides whether a reserved day pays back is the video. It must hook within 3 seconds, sound natural in Japanese, carry clear telop, pass review the first time, and ideally come from hooks already proven in Japanese In-Feed tests.
ZVA is a Fukuoka-based team specialized in vertical video ads. We produce Japan-native TikTok creative with in-house Japanese talent and our own studio, from ¥50,000 per video (overseas projects quoted individually), with delivery in as few as 5 business days. We can test hooks with In-Feed, rebuild the winner for a premium slot, and run the surrounding TikTok campaigns, with performance-based plans available. We work in Japanese, English, Korean and Chinese. Ask ZVA for a quote before you book your TopView or TopFeed date.
References and sources
- TikTok for Business Help Center: About TopView (English)
- TikTok for Business Help Center: TopView ad specifications (English)
- TikTok for Business Help Center: About Top Feed for Reach & Frequency campaigns (English)
- TikTok for Business Help Center: TikTok Auction In-Feed Ads (English)
- TikTok for Business blog: Introducing TopReach, May 2026 (English)
- ZVA: TikTok TopView / Top Feed guide (Japanese)
- ZVA: TikTok In-Feed ads guide (Japanese)
- ZVA: TikTok ad specs list (Japanese)
- ZVA: TikTok ads cost guide (Japanese)
Specifications and features are as of each TikTok page checked in October 2026 and may change; yen figures marked as reference or ZVA benchmark come from ZVA's Japanese guides and own campaigns, and actual TopView / TopFeed prices are quoted by TikTok sales.