How many words should a 30-second Snapchat or TikTok ad script have?
It depends on how fast you or your voice-over artist speaks, not on a universal figure. Read a short passage aloud and time it, set that pace in the word counter's 'Reading speed' box, then cut the script until the estimate equals the ad length. At 130 words per minute, for example, 65 words fill about 30 seconds and 80 words run to 37.
Why a fixed number does not work
Some presenters talk fast and excited, others slow and clear, and a calm coffee ad is paced nothing like a flash-sale spot. Arabic also uses fewer words than English for the same meaning, because particles attach to words. So any general figure you read for 'a 30-second script' may be far from your own voice. It is more accurate to measure your pace once and build on it.
Measure your speaking pace in two minutes
- Pick a paragraph close to your ad style. Ours is an abaya description of 34 words according to the Word and character counter.
- Read it aloud at the pace you will record at, and time it on your phone. Say it takes about 16 seconds.
- Paste the paragraph into the counter and try values in 'Reading speed' until the estimate is close to your time. At 130 words per minute the tool estimates 16 seconds for 34 words, so that is your pace.
- Keep that number. It is the speed of your voice for every future script, not your silent reading speed.
Apply it to the ad script
With the speed set to 130, paste the full draft and read the estimate. The calculation is words divided by speed, rounded up to the next second:
- 65 words: 30 seconds, right for a 30-second ad with no pauses.
- 80 words: 37 seconds, seven seconds too long, so cut about 15 words.
- A short English line such as 'Your Eid abaya is ready. Loose cut, hand embroidery, and delivery within two days in Riyadh. Order now from the link.': 21 words, about 10 seconds, fine for a short cut or the end of a longer ad.
Leave some margin. An ad usually has a couple of seconds for the logo at the start or end, pauses between shots, and music that needs room. If those pauses add up to about five seconds, write for roughly 25 seconds of speech, not 30.
Limits of the estimate
- The calculation counts words only. A number such as 2026 is one word in the counter, but you say 'two thousand and twenty-six', which takes much longer. Write numbers as you will say them for a closer estimate.
- Pauses and punctuation add no time in the calculation, even though you stop at them when speaking.
- The estimate fits one voice at one pace. If you change presenter, measure their pace again.
Common questions
Can I type a speed such as 130?
Yes. The box accepts any whole number from 50 to 1,000 words per minute.
Does the tool know the ad lengths Snapchat or TikTok allow?
No. It only estimates speaking time. Check the platform's current ad guidelines for durations.