TikTok Custom Audiences: The Complete Guide

This article discusses TikTok Custom Audiences for advertising. Even with the potential shutdown of the platform, it’s still thriving like never before. With all of the platform’s unique and engaging features, we’ll take a deep dive into better understanding. We’ll see what it is, define all its features, and find a way to manage the different audiences. 

What is TikTok Custom Audience? 

Custom Audience for TikTok is an ad targeting option that lets advertisers find consumers who are already engaged with a business. 

It’s a powerful tool, because it’s helpful for reinforcing communication, where advertisers can meet these needs:

  • Reaching repeat customers 
  • Increase the current following 
  • Expand on app engagement 
  • Create a similar or “lookalike” audience 

These are the Key Features of TikTok Custom Audiences

With many other large platforms such as Amazon and Walmart, it can be hard to know their different offerings and how they can positively contribute to your business. 

These are the features that put TikTok Custom Audiences on the map for advertisers:

Customer File: You can use your own customer file to create your own custom audience. 

Once your customer file is uploaded and matched, customers who overlap with the other users will be filtered out and formed into their own custom audience. All should be able to add this to their campaign management.

Engagement: This is a unique feature that allows advertisers to create an audience of users who have engaged with the content previously, which is achieved across all of TikTok ads’ family of apps. 

This engagement is for the users  involved with clicks and impressions. Plus, you can create a list tailored to those who have previously shown interest and have purchased a product. 

The feature is also auto-refreshed, which we’ll cover in more detail later in this article. 

App Activity: App activity lets you to create  custom user audiences for those who complete certain actions in your app. The following events are accepted:

  • Activate 
  • Register 
  • Purchase 
  • Day 2 Retention 
  • Checkout 
  • Add to Cart 
  • View Content 

This feature lets you target TikTok ads to those who have previously used your app. When advertisers do this, the reception is usually much higher, because this audience was already targeted successfully. 

You must configure the app events and access to post any event data to TikTok on the third-party tracking platform. Otherwise, the feature might not work.

After this part of the feature is turned on, the “Install” portion of the event will be posted by default unless other events are configured. 

Website Traffic: This feature allows you to create an audience of users who have taken a specific action on your website. 

These specific actions can be any of the following: 

  • View content 
  • Button click 
  • Purchase 
  • Form Submission 
  • Consult 
  • Start Trial 
  • Contact

Pro Tip: When building your website, make sure to add these options to give customers more reasons to take these actions. Which of the above do you think make the most sense for your website? Let us know!

This feature also marks visitors who take actions on the website, but haven’t made a purchase or subscribed. 

Be sure to set up TikTok Pixel so you can define the event you really want to track. 

How Do You Manage TikTok Custom Audiences? 

There are four simple steps you can follow to ensure the custom audience is managed successfully. Here’s how:

  1. Apply Audience 

You can visit the audience section and apply this audience to the ad group, or visit the ad group section and apply your audience directly.  

  1. Delete 

If you no longer want the audience you created, you can simply delete it.

  1. Disconnect With Ad Groups 

If you no longer want that audience on an ad group, you can remove that as well. 

  1.  Audience Detail

 Audience Detail can be managed in the following three waysL

  • Audience application details 
  • Disconnect the ad group
  • Audience history 

What Does Custom Audience Auto-Refresh Include? 

There are three types of custom audiences that support auto-refresh, which provide real-time data:

  • Engagement 
  • App activity 
  • Website traffic 

To set up auto-refresh, you must meet the following conditions:

  • Ads have been running over the past 30 days. 
  • A custom audience for either the engagement, app activity, or website traffic. 

Final Thoughts 

TikTok is granting access to advertisers and TikTok agencies to create and customize audiences, a direct way to meet a given target market. With this method on hand, any advertiser can measure results more easily. 

Have you used TikTok Custom Audiences before, or do you plan to use them in the future? Let us know your thoughts and how you plan to use them.