How Does TikTok Targeting Help Drive Results for Businesses?

As TikTok continues to grow, more and more brands are appearing on the platform, tapping into their creativity and engaging the TikTok community through TikTok targeting. At VROOM Digital, our Paid Social team understands that it’s not always easy to stay up to date on what you need to know in the social media landscape. However, with the average time spent on TikTok reported to be over 95 minutes a day, it’s important to understand how you can find potential customers on this platform as well as drive further business online.

TikTok has created a user-friendly experience to pinpoint your target audience on their platform. TikTok targeting allows you to reach your ideal audience more efficiently with your planned budget and the help of the algorithm.

What is Tik Tok Targeting?

Currently, TikTok offers four different targeting categories, which are:

  • Audience
  • Demographics
  • Interests & Behaviours
  • Device


Audience targeting is the section in which you can find the choice of Lookalike Audiences or Custom Audiences. You can then select which audiences you would like to use, such as users who visited your site or a lookalike audience of purchasers in the past 30 days. Considering how long people spend researching holidays and travel plans online, this is a very useful type of targeting which will allow you to reach ‘warm’ leads.


Within Demographics targeting, you can find multiple options to define your audience based on Location, Gender, Age, and Language. When deciding on implementing demographics, it’s important to know exactly who your target audience may be as if you are unsure, you could be narrowing down your target audience a bit too much and stopping interested users from seeing your ad.

Interests & Behaviours

Interests and Behaviours allow for your business to highlight certain topics or actions that the user has shown interest in on the platform. For Interests specifically, the user can highlight the topics that their ideal target audience may be interested in and then have their ad displayed to users that have interest in this topic. Behaviours will then allow the user to select based on the target audience’s recent in-app interactions. The user can then select video behaviour or creator interactions based on category options (e.g. Food, Fashion). To learn more about Interests and Behaviours, please see this helpful guide.


Over the past couple of years, there have been several updates from both android and IOS businesses to make their devices more unique than the other. With this, Tiktok offers targeting based on device usage online. Defining which carrier your viewer may have is also an option. This type of niche target can be useful. For example, if you sell phone covers for the iPhone 13, you can select the device model that the viewer may be using to interact with others or if you offer a service with a specific phone carrier.

Why is it important?

It’s important to weigh the options that TikTok offers with targeting. Based on the level of the pixel which your business chooses, your pixel events or API can expand your learnings with tools such as advanced matched targeting. If you already have a developed or detailed user profile it may not be as necessary to have advanced matching.

It’s best to get familiar with the interests and behaviours subsection prior to publishing campaigns to understand what might work best for the target audience which you may have in mind. Consider reviewing the options for interest and behaviours then drafting three user profiles that you believe will be successful. Moving forward you can test which profile performs the best by using a traffic campaign. This technique can be repeated several times so that further on you can develop conversion campaigns that use these user profiles to drive effective results for your business.

It’s worth noting that what happens on TikTok doesn’t stay on TikTok according to Search Engine Journal.

TikTok users are 56% more likely to research new brands or products on the platform than on other platforms, even for bigger-ticket purchases like automotive and travel.

However, these TikTok-inclusive journeys also see:

  • 65% of users conducting more online research.
  • 57% of users seeking more details on where to buy products.
  • 54% of users also conducting in-person research.


Advertising on TikTok can be overwhelming and confusing but recognising its current power in developing trends and driving results is the first step in doing the same for your business.

If you want some guidance, please reach out to our Paid Social specialists to learn more about the options for your business and how we can help develop results on TikTok. 

VROOM Digital Shortlisted for Three Awards at the Prestigious European Search Awards

We’re thrilled to announce that VROOM Digital has been shortlisted for three categories at the prestigious European Search Awards! These awards, known for their rigorous selection process and celebration of excellence in digital marketing and search engine optimisation, recognise and honour the ingenuity, creativity, and innovation driving remarkable achievements within the ever-evolving landscape of online […]


VROOM Digital Retains Google Premier Partner Status for 8th Consecutive Year

We are proud to announce that VROOM Digital has once again achieved Premier Partner status in the Google Partners program, affirming our position in the top 3% of Ireland-based Google Partners. This prestigious recognition underscores our expertise in optimising campaign performance for clients, driving growth through meticulous campaign management, and showcasing proficiency in Google Ads […]


VROOM Digital Scoops Up Two Nominations at The Spider Awards

The VROOM Digital team is still in celebratory mode this week, having emerged as finalists in not one, but two categories at the prestigious Spider Awards. We are absolutely thrilled to receive recognition in both the ‘Best Integrated Media Campaign Award’ and the ‘Best Collaboration Award’ categories, all thanks to our collaboration with EPIC The […]


Get in touch

    By filling in this form you consent to your data being stored by VROOM DIGITAL. We will only use this information to contact you about your specific query. The information you provide will not be used for any other purpose.

    We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

    Privacy Settings saved!
    Privacy Settings

    When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

    These cookies should be enabled at all times as they allow VROOM Digital to remember your preferences about cookie settings.

    In order to use this website we use the following technically required cookies
    • redux_blast
    • wordpress_gdpr_allowed_services
    • wordpress_gdpr_cookies_allowed
    • wordpress_gdpr_cookies_declined
    • wordpress_test_cookie
    • wordpress_logged_in_
    • wp-settings-1
    • wp-settings-time-1
    • wpSGCacheBypass

    Decline all Services
    Accept all Services