What Are Snapchat Ads' Character Limits for Brand Name and Headline?

A Snapchat ad's brand name field is limited to 25 characters, and its headline to 34 characters — both including spaces. These caps apply consistently across Snapchat's core paid formats, including Single Image or Video ads, Story Ads, and Collection Ads, per Snapchat for Business's official ad specifications.

What Each Field Is For

• Brand name — often pulled automatically from the advertiser's public Snapchat profile, though it can be edited per campaign; capped at 25 characters.
• Headline — the main overlay text shown on the ad itself, the primary line a viewer reads before swiping away; capped at 34 characters.

Both fields sit on top of the full-screen image or video rather than beside it, which is part of why the limits run shorter than text-heavy feed platforms.

No Emojis in Either Field

Snapchat doesn't allow emojis in the Brand Name or Headline fields, regardless of how much of the character limit is left unused. Emoji use has to go elsewhere in the creative, such as within the image or video content itself, rather than in the overlay text fields.

Captions Run on a Softer Guideline

Separate from brand name and headline, Snapchat recommends keeping ad captions to 50 characters or fewer to avoid truncation. Unlike the 25- and 34-character caps, this is a recommended practice rather than an enforced technical limit, so a slightly longer caption won't get an ad rejected the way an over-length headline field would.

Why These Limits Are Tighter Than Feed-Based Platforms

Snapchat ads run as full-screen, vertical, mobile-first units rather than cards embedded in a scrollable feed. There's far less horizontal space for overlaid text than on a platform like LinkedIn or Facebook, which pushes Snapchat's technical limits well below what those platforms allow — a LinkedIn headline can run to 70 visible characters, for instance, roughly double Snapchat's 34-character cap.

What This Means for Writing Ad Copy

With only 34 characters to work with, a Snapchat headline typically has room for one short claim or benefit statement, not a full sentence with supporting detail. The video or image itself has to carry most of the persuasive weight, with the headline functioning more like a caption reinforcing what's already visible on screen than as the primary sales message.

Why Testing Multiple Short Headlines Beats Writing One Longer One

Because the headline field can't carry much nuance on its own, it's generally more effective to run several short variations of the same core message (a price point, a single benefit, a call to action) and let performance data decide which resonates, rather than trying to pack several ideas into one 34-character line. A headline trying to do too much at once tends to read as cluttered on a full-screen vertical unit where it's competing directly with the visual for attention in the first second or two.

Bottom Line

Write Snapchat brand names to 25 characters and headlines to 34, skip emojis in both fields, and keep captions around 50 characters or under even though that last figure isn't a hard technical wall.

Source: Snapchat for Business, official ad specifications (forbusiness.snapchat.com/ad-specs).