About Captions and Translations for Spark Ads

Last updated: January 2026

The caption and translation feature for Spark Ads helps you connect with a wider audience by making your ads more accessible. When this feature is active, viewers can see auto-generated captions for your video's audio and can translate your ad's text and captions into their preferred language directly within the TikTok app.


Once a viewer enables translation, they will see a See translation link below the ad description. Tapping this link translates the ad's title, description, and video subtitles. Viewers can always return to the original language by selecting See original.

Availability

This feature is available for Spark Ads on the TikTok platform for all campaign objectives.

  • Regions: United States and European Union

  • Placements: For You Page feed, Profile feed, and Following feed

  • Unsupported: The feature does not support AI-generated creatives, TikTok Lite, GAB, Pangle, or Live Room ads.


Benefits

  • Broader market reach and accessibility: By breaking down language barriers, the feature allows your Spark Ads to effectively engage diverse audiences. Localizing your ad's text makes it more understandable to non-native speakers and multilingual communities, significantly expanding your potential campaign reach.

  • Deeper user connection and engagement: Providing captions and translations in a viewer's native language fosters a more inclusive and resonant experience. This clarity enhances comprehension and builds brand affinity, which can lead to better ad performance.


What gets translated

When a viewer enables translation for a Spark Ad, the following elements are translated:

  • Ad title and description for both Video and Carousel ad formats.

  • Video subtitles (for Video ads only).

  • Text on certain interactive add-ons, including:

    • Download card

    • Pop-out showcase

    • Gift code sticker

    • Story selection

    • Countdown sticker

    • Voting sticker


Note: Text that is part of the video or image creative itself is not translated by this feature.

How it works with other features

If an ad is already using the Translate and Dub feature, the caption and translation feature will be disabled for that ad to avoid conflicts. Additionally, if a Spark Ad already includes burned-in or manually added captions that are identical to what would be auto-generated, the system will filter the duplicate and not display a redundant caption.

How to request an opt-out for captions and translations

If you want to opt out of the caption and translation feature, you can submit a request to have the feature disabled for specific ads or your entire ad account.


To request an opt-out, you will need to:

  1. Gather the Ad Account ID and the specific Ad IDs for the ads you wish to exclude. If you want to opt out all ads under an account, you only need to provide the Ad Account ID.

  2. Submit an application to request an opt-out.


Support teams will process opt-out configurations periodically. Once processed, the feature will be disabled for the specified ads in your next campaign.