TikTok advertising has exploded. With over 1.5 billion monthly active users and an algorithm that practically reads minds, brands are pouring budgets into the platform. But targeting separates the winners from the money-burners.
Why TikTok Targeting Is Different#
TikTok's algorithm is built on content consumption, not social connections. It knows what videos people watch, how long they watch, what they skip, and what they rewatch. This creates unique targeting signals.
Targeting Options#
Demographics (location, age, gender). Interest targeting based on content consumption. Behavior targeting (video/creator/hashtag interactions). Device targeting. Custom audiences (website visitors, customer lists, engagement).
Custom and Lookalike Audiences#
Build website custom audiences from pixel data. Upload customer files for targeting and lookalikes. Create engagement audiences from video viewers, profile visitors, and followers. Lookalikes work best at 1-2% size.
Advanced Strategies#
Use funnel layer approach. Stack exclusions to prevent overlap. Align creative with targeting. Test targeting in isolation before combining.
