About Promote on TikTok
Last updated, June 2024

Promote is a full-funnel, lightweight advertising tool found within the TikTok app. It allows you to quickly boost content with a few taps. Consider Promote for boosting:

  • Your content, including videos, LIVEs, and photo posts

  • User-generated content

  • Content with product links from your affiliate sellers to gain brand awareness and drive sales

Benefits and features

With Promote, you can optimize your ads for specific objectives for your marketing needs. Whether you are looking to build your brand awareness, generate more leads, or increase sales, Promote's objectives can help you with your business goals.

Upper-funnel objectives:

  • More video views

  • More LIVE views

  • More followers (video and LIVE)

  • More profile views

Lower-funnel objectives:

  • More product purchases

  • More website visits

  • More website conversions

  • More messages

  • More phone calls

  • More leads

Promote provides you with performance analytics for your campaign, including:

  • The number of your video views

  • The number of likes, comments, and shares for your video

  • How many people visited your website link

  • The age and gender of the people interacting with your video

How to find Promote in-app

You can get to the Promote tool in several different ways:

  • 1) From a TikTok video you want to Promote:

    Find Promote from in a TikTok video gif

  • 2) From TikTok Studio or Business Suite in your in-app menu.

  • 3) From your own LIVE, either before or during LIVE.

    • Before LIVE: using the Promote icon above the Go LIVE button.

    • During LIVE: using the Promote icon within the Share menu.

  • 4) Using the Promote again button for a past Promote campaign in your Promote Dashboard page.

Starter tips for Promote

  • We recommend Promoting a video that already has strong organic performance.

  • Try upper funnel objectives like "More video views" to first build brand awareness and "More followers" to gain a following base of potential customers for your account. At this stage, we recommend using a broad audience to target to cast a wide net. After figuring out your target audience, feel free to adjust the settings to narrow down to a specific audience.

  • Test various types of content with different objectives to discover what gives you the best results.

  • Use lower funnel objectives like "more messages" for generating leads or for TikTok Shop Sellers use "More product purchases" to increase sales.

For guides, best practices, and more support, please use the in-app Promote tools and resources.

Integrating Promote with TikTok Ads Manager

By integrating Promote with TikTok Ads Manager, you can access new conversion objectives to achieve your full-funnel goals, easily manage all your campaigns, billing, and more from within the full-suite TikTok Ads Manager. Learn more about the Promote integration with TikTok Ads Manager and how to integrate Promote with TikTok Ads Manager.

Promote policies

Content in TikTok Promote campaigns must follow both the TikTok Community Guidelines and the TikTok Advertising Policies for ad creative and landing pages. Note: TikTok Advertising Policies prohibit the use of some content categories in ads and Promote campaigns that would otherwise be allowed in TikTok Community Guidelines, including political- and issue-based content, military content, smoking and tobacco-related content, and more.