How to Build Custom Audiences on TikTok: A Complete Guide

In today's digital landscape, understanding how to build custom audiences on TikTok is essential for businesses and creators aiming to maximize their reach and engagement. TikTok offers powerful tools that allow you to target specific groups of users who have already interacted with your brand, making it easier to re-engage them with personalized ads. This guide will walk you through the process of building custom audiences on TikTok, ensuring you can effectively leverage this feature to grow your audience and boost conversions.

Understanding TikTok Custom Audiences

TikTok Custom Audiences is a targeting option that allows you to connect with people who have already engaged with your brand. This tool is particularly useful for remarketing, contacting potential repeat buyers, growing your following, and boosting app engagement. By using someone’s information, you can re-engage them with an ad after they have liked or commented on one of your earlier TikTok ads.

To use TikTok Custom Audiences, you need a minimum audience size of 1,000. Before starting to retarget people, you need to upload an email list with 1,000 names and email addresses or gain more information from 1,000 visitors to your site.

Step-by-Step Guide to Creating TikTok Custom Audiences

Creating TikTok Custom Audiences involves a few simple steps:

1. Open TikTok Ads Manager: Start by accessing the TikTok Ads Manager. This is where you'll manage your ad campaigns and create custom audiences.

2. Go to the Audiences Section: From the Assets section, navigate to the Audiences section. Here, you can create and manage your custom audiences.

3. Choose the Source: Select the source you want to use for your TikTok Custom Audiences. TikTok allows advertisers to create different types of custom audiences including:

4. Customer File: Use your own customer file to create a custom audience.
5. App Activity: Create segments based on certain events that happen within your company’s app.
6. Lead Generation: Target users who interacted with your lead ads.
7. Engagement: Build an audience of users who have expressed interest in your content.
8. Website Traffic: Gather people who have been to your website or have engaged in a certain action there.

9. Business Account: Use your TikTok Business Account to retarget audiences.

10. Upload Your Data: Depending on the source you choose, you may need to upload your data. For example, if you're using a customer file, you'll need to upload an email list with 1,000 names and email addresses.

Managing Your TikTok Custom Audiences

Once you've created your custom audiences, you can manage them through the TikTok Ads Manager. Here are some key management activities:

• Apply Audience: You can apply your audience to an ad group from the Audience section or from the Ad Group section.
• Delete Audience: If you no longer want to use a custom audience, you can delete it.
• Disconnect with Ad Groups: If you've applied an audience to an ad group but no longer wish to use it, you can disconnect it.
• Audience History: Keep track of your audience history to monitor performance and make necessary adjustments.

Best Practices for Effective TikTok Custom Audiences

To make the most out of your TikTok Custom Audiences, consider the following best practices:

• Include Country Code: Always include the country code when using phone numbers on your list.
• Mention the Country: Whenever you use a country on your list, make sure to include it in a separate column.
• Choose Proper File Type: If your campaign's objective is about apps, use a custom audience that only includes IDFA or GAID file types.
• Auto-Refresh Option: Enable auto-refresh when creating your audience to ensure it stays updated and relevant.

Frequently Asked Questions

Can TikTok Custom Audience list auto-update?
Yes, Custom Audiences can auto-update. TikTok Ads Manager lets you enable auto-refresh when you create your audience, and it will refresh the audience daily based on the lookback window you chose.

What’s the difference between TikTok Custom Audience and TikTok Lookalike Audience?
Custom Audiences are people who have already engaged with your business, while TikTok Lookalike Audiences are people who have not interacted with your brand yet, but have similar characteristics to those who have.

What’s the benefit of using TikTok Custom Audience?
This targeting option allows you to re-engage with people who have already interacted with your company, either by liking or commenting on one of your TikTok ads. By targeting these people with personalized ads, you have the opportunity to turn them into loyal customers or repeat buyers.

What to do if you don’t have the database of your audience?
If you’re just starting out with advertising on TikTok, it may be difficult to have a base data of your audience. NestAds can help you get started with TikTok ads and reach your right target audiences faster and easier.

By following these steps and best practices, you can effectively build and manage custom audiences on TikTok, enhancing your marketing strategy and driving better results. Whether you're a seasoned marketer or just starting out, leveraging TikTok's powerful targeting tools can help you connect with the right audience and achieve your advertising goals.