How to Use Audience Insights in TikTok Ads
In this post, Optimus introduces Audience Insights, a new tool in TikTok Ads Manager that helps advertisers better understand their target audiences on TikTok. Like Facebook's Audience Insights, it provides aggregated information on TikTok users' interests, behavior and other characteristics to optimize advertising results and find ways to scale.
Audience Insights also lets advertisers filter by interests, engagement with hashtags and creators, and explore custom audience options. It also supports campaign planning and ad creative development.
1. How to access and use TikTok Audience Insights
Go to TikTok Ads Manager > Analytics > Audience Insights
You can then use Filter Audience by Locations, Languages, Age and gender, Interests and behaviors and more.
2. Benefits of using Audience Insights in TikTok Ads
1. Audience Insights helps plan TikTok ad campaigns by using filters to learn about audiences
- Hashtags of interest: discover the top 10 hashtags your TikTok audience is interested in.
- Hashtag, creator and video engagement: filter audiences based on engagement with hashtags, creator categories and engagement level (watching, liking, commenting on or sharing videos).
- TikTok Custom Audiences: learn about people who have viewed, clicked or engaged with your content, or audiences uploaded through Customer File.
You can also segment audiences by language, country and device.
2. Audience Insights helps identify and understand your target audience
For example, if you advertise in the beauty industry and want to know your audience's age, gender, location and interests, you can view an overview of their characteristics, behavior and interests. Quantitative and qualitative data can then confirm that an audience interested in ‘eyebrows’ is active on TikTok, giving you confidence to create more relevant ads.
3. Audience Insights helps inspire targeting and creative strategies
The tool can uncover new audiences beyond your traditional audience. If new interest categories appear, try targeting them to see how they perform.
For example, data may show that a beauty advertiser's audience also likes clothing, accessories or in-app games. The advertiser can consider targeting these interests to find ways to scale.
4. Use hashtags and interest categories to plan TikTok ad content
With Audience Insights, you can view the top 10 hashtags and advertising interest categories popular with your audience. When planning a campaign, consider incorporating these hashtags or interests, or using them in your video content.
For example, a beauty advertiser who discovers an audience interested in ‘eyebrows’ can use popular hashtags such as #eyebrowmakeup to reach them.
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Source: TikTok
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