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Introducing more ways to boost your organic content with Promote


At TikTok, we’re always exploring opportunities for advertisers of all sizes and budgets to easily and efficiently use the platform, whether it’s to inspire others, be discovered, or build meaningful connections with the TikTok community. We are continuously building features for creators, whether they be small businesses, advertisers, or people, so they can represent the most authentic version of themselves, connect with new communities, and leverage our advertising and creative solutions in a seamless way.

We launched Promote to give our community a seamless way to turn their organic content on TikTok into ads, making it easier than ever to tap into new audiences. Today, we’re introducing new targeting and boosting features to Promote to help the TikTok community drive traffic back to their profiles, turn viewers into potential leads, amplify their creator marketing budgets, and better target their desired audiences.

Studies show that promoting organic content helps improve overall paid ad performance as ads perform better when people are first primed by organic content. (1) Seeing an organic TikTok video before a paid ad increases aided brand recall by 27% and branding on the ads gets attention 12% longer, found a recent study by Neurons. (2)

Era Qirjo, owner of the ecommerce fashion brand Blanche Allure, used Promote to build brand awareness and reach new customers. Using Promote on her LIVE and product videos, Era saw a 30% lift in traffic and an increase in overall sales. Chris Mitchell, an acclaimed jazz saxophonist, decided to try TikTok Promote to take his account to the next level. By setting specific ad goals and customizing his intended audience, Chris was able to increase his website subscribers by 17% and saw an additional 5K+ followers on TikTok thanks to Promote.

Making Advertising Easy and Accessible

With the new Promote features we’re introducing, small businesses and creators have more tools to target their desired communities and choose exactly how they can interact with their ads. Highlights include:

Drive views to their TikTok page: We have added a new Promote goal allowing Promote advertisers to drive traffic back to their TikTok page to help tell their brand’s story or show off a range of products or services. With the “more profile views” goal, viewers will be presented with a call to action driving them directly to the advertisers TikTok profile.

Spark deeper engagement with more messages: The new “more messages” Promote goal allows small businesses, who rely on interactions with customers to make their sales -- including service businesses, B2B brands, and businesses who take custom orders, to directly drive traffic to their TikTok inbox.

Build brand love by boosting creators’ content: For small businesses who work with creators, Promote now gives them the option to promote the creators’ videos or LIVE videos to help increase views to their target audience. Creators can also use Promote for Others to give a boost to the content, creators and businesses they want the world to see.

Get in front of the right audience with location targeting: We have expanded the audience targeting for Promote to include location as well as gender, age, and their interests, allowing small businesses with physical locations to directly target their local community. Now advertisers can either let TikTok pick the audience for them or create their own custom audience by choosing who they want to reach based on gender, age, their interests, and now location as well.

We are committed to expanding our suite of features to empower advertisers of all sizes to grow and meet their goals, whether it’s to build your audience on TikTok or engage with potential customers. Stay tuned for more updates as we continue to expand advertising opportunities for the TikTok community.

For more information on Promote, visit our TikTok for Business blog post:


  1. TikTok Marketing Science US, Organic + Paid Study 2021, conducted by Neurons
  2. TikTok Marketing Science US, Organic + Paid Study 2021, conducted by Neurons

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