TikTok is providing advertisers with the ability to view specific insights about their audiences via Audience Insights filters. The filters are categorized into viewers’ interests, age demographics, gender splits, device, and interactions. This is meant to help advertisers target their audiences in alliance with the data derived from each category and improve their ad campaigns accordingly.
The new insight filters are displayed within the Ads Manager ‘Reporting’ section, on the left side. The ‘Age Demographics’ filter provides age brackets ranging from 18-24, 25-34, 35-44, 45-55, up to 55+. The ‘Interests’ category is further divided into subcategories of ‘Pets’, ‘Food and Beveridge’, ‘Games’ and others. There are three ‘Interactions’ filters in total: ‘Video Interactions,’ ‘Creator Interactions,’ and ‘Hashtag Interactions.’ Video Interactions will show the type of videos that viewers engage with, such as Lifestyle, Talents, Horror, etc. Creator Interactions will filter users based on the creators they follow in various topic areas. Hashtag Interactions show viewers that have interacted with a certain hashtag. Lastly, a ‘Device’ filter reveals the types of devices that viewers use to access TikTok, in addition to the prices of the devices.
TikTok explains that these insights can help discover new audiences beyond what advertisers typically target. “If any surprising or unexpected interest categories appear, you can try targeting these interest categories to see how they perform,” says TikTok.
Other helpful tools that TikTok offers for planning advertising approaches include ‘Creative Center Insights’ and an ‘Ad Library.’