Still using Custom Identity? Transition to a TikTok F.I.R.S.T. presence

The TikTok F.I.R.S.T. Advantage

On TikTok, people come to explore. They find creators, communities, and brands that feel real and relevant. This spirit of discovery helps brands build deeper, more meaningful connections with people, which is why having an official presence on the platform matters more than ever.

Starting in early 2026, TikTok will phase out Custom Identity, the feature that allowed advertisers to run ads without linking to an official account. From that point forward, all new campaigns must be launched from a verified TikTok profile.

When you link a real TikTok account, your ad creation process remains the same. You'll still use TikTok Ads Manager or Business Center to create and manage campaigns, and you can continue uploading or selecting videos from your library or authorized creator accounts.

This change marks a significant evolution in how brands show up authentically on TikTok. Linking your brand account not only ensures campaign continuity but also unlocks new solutions, improved performance, and increased trust with audiences.

Latest updates

We continue to build on the framework we rolled out last November to standardize how brands and agencies set up and operate on TikTok. The latest updates build on that foundation by strengthening two critical areas: how brands establish a legitimate, compliant presence on TikTok, and how agencies are formally recognized for the media spend they manage.

Verified Business Accounts now available

Verified Business Account ties an organic TikTok account to a real business and category, allowing TikTok to apply the correct rules and features. A Verified Business Account ensures TikTok can correctly apply safeguards like age-gating and geo-fencing, reducing the risk of organic content being flagged, limited, or inconsistently distributed. This is especially important for brands in restricted verticals such as alcohol, gambling, and healthcare.

For all brands, registration also unlocks additional organic capabilities, including link in bio, lead generation from your profile, destination and app download links, organic geo-targeting, and multi-user login for account management.

Clearer credit for agency-managed ad spend

Media agencies can now clearly designate themselves as the buying agency for client ad accounts, making it clearer who actually managed the ad spend. Previously, attribution depended largely on how the ad account was set up, making it difficult to consistently recognize the agency's role and the spend it actively manages. This update allows agencies to formally designate themselves as the buying agency with client approval, ensuring ad spend is accurately attributed.

Benefits of account linking

Linking your TikTok account to your ad account is a simple step that yields several key benefits.

• Increased trust: Linking accounts helps the TikTok community know who's behind your ads, which strengthens brand trust and fosters engagement.

• Better ad performance: Linked accounts lead to improved campaign results. According to backend tests, 59.3% of advertisers saw their cost per acquisition (CPA) decrease by at least 10% after linking accounts.¹

• Unlocks innovation: Only linked accounts can access new features like Smart+ Paid & Organic Optimization for even better return on investment (ROI). With Smart+ Paid & Organic optimization, over 60% of advertisers saw a 10%+ increase in ROI.²

Unifying your paid and organic presence with Spark Ads

Connecting your account also enables the full use of Spark Ads, a native ad format that transforms organic posts, either from your own brand or trusted creators, into powerful ad creatives that deliver better business outcomes.

Spark Ads are designed to boost performance while keeping your content authentic to the TikTok experience. As we move away from Custom Identity, Spark Ads are the easiest way to keep your ads running through verified TikTok accounts without losing creative flexibility.

Advertisers can leverage existing content from their verified TikTok account, content from authorized creator accounts, and new videos uploaded directly through TikTok Ads Manager.

The TikTok F.I.R.S.T. quick start

Ready to get started? Simply follow our TikTok F.I.R.S.T. framework to link an account and get the most from your TikTok presence:

• F – Foundation first: Set up your Organization Account to establish a secure, official brand presence.

• I – Integrate & link accounts: Authorize account linking in Business Center to connect for Spark Ads and ad delivery.

• R – Roles & responsibilities: Grant the right permissions and access to your team and partners.

• S – Spark creativity: Activate content through Spark Ads using your brand identity to drive engagement.

• T – Track & transform: View, evaluate, and optimize based on what performs best — then evolve your strategy.

Ready to go TikTok F.I.R.S.T. and Spark results?

Linking your accounts is the single most effective step you can take to make your ads feel more native, drive deeper engagement, and unlock better performance on TikTok. Start the process today to unify your brand presence and connect with your audience authentically.

Sources:

1. Spark Ads backend test, September 2025

2. 2025 Smart+ Paid & Organic Optimization backend test results

This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.