Engagement Audiences
Last updated, May 2024

Engagement audiences allow advertisers to create audiences based off of users' engagement with their organic TikTok videos, ad content, ad solutions (such as Instant Page ads and App Profile Page ads), or TikTok LIVE content. Specific user actions such as video view time, engagement, or video view completion can be used to create a customized audience for use in a campaign.

Note: It can take 24-48 hours for an engagement custom audience to generate.

Engagement audiences can be used in campaigns to retarget past engagers to promote products or services, or to optimize ad spend by excluding recent content engagement. You could also create a lookalike of this custom audience to create prospecting campaigns to grow your business. In each of these cases, engagement audiences are used to tailor your campaign targeting, helping you to achieve your business goals.

Pre-requisite to build audiences using LIVE or Organic content:

There are two ways in which a TikTok user account can be linked to your TikTok Ad Manager (TTAM) account:

  • User setting in TikTok Ad Manager: Specify the TikTok user account(s) that you would like to connect under the settings section of your TikTok Ad Manager account.

  • Linkage via Business Center: Link your TikTok account(s) with the organic or LIVE videos to a Business Center. The ad account where you would like to create the audience must be linked to the same Business Center that allows for asset ownership verification and permissions. This is required as consent for using videos and live streams is provided as part of Business Center authentication.

To Create an Engagement Audience

1. Go to Assets and choose the Audience section.

2. Click on Create Audience, choose Custom Audience, and select Engagement.

3. Select the asset type: Ad Groups or Videos

  • When selecting Ad Groups,

    • Select one or multiple Ad Groups (leaving the Ad group ID blank defaults to the account level).

    • Select Ad Type.

  • When selecting Videos,

    • Select Video type: Public Video (organic content tied to the account) or LIVE Video.

    • Then select the TikTok account where your content is located (you can only select one account at a time).

    • Select Video(s) that you would like to use. You can select up to 50 videos.

4. Select the action (type of engagement) and time period (we provide various lookback windows)

  • Available action types and lookback windows are below.

Ad Type


Lookback Window

Public (organic) videos (video_id/item_id)

- 2s video views

- 6s video views

- Video View at 100%

- Engagement (like, share, comment)

7 days

14 days

30 days

To request additional lookback window for your account,

please fill out this form

LIVE videos (room_id)

- Views

- Engagement (like, share, comment)

7 days

14 days

30 days

To request additional lookback window for your account,

please fill out this form

Video Ads

- Click

- Impression

- 2-Second Video View

- 6-Second Video View

- Video View at 25%

- Video View at 50%

- Video View at 75%

- Video View at 100%

7 days

14 days

30 days

60 days

90 days

180 days

TikTok App Profile Page

- View

- Click

TikTok Instant Page

- View

- Click

5. Click the Add more rules icon and choose Broaden Audience or Narrow Audience.

  • Broaden Audience allows you to create an audience with one engagement type or another engagement type.

  • Narrow Audience allows you to create an audience with one engagement type and another engagement type.

    • For example, if an advertiser wants to create an audience who clicked AND finished the video ad, they would choose Narrow Audience.

6. Click Exclude People and enter engagement, time period, and Ad group ID if you want to exclude certain users from being added to your Engagement list. You can skip this step if you want to include everyone.

7. Name your audience.

8. Toggle Auto-Refresh/Reach and Frequency.

  • The default status of the auto-refresh toggle is enabled for custom audiences with this option. Please see Custom Audience Auto-Refresh for more details.

9. Click Confirm to create your audience.


  • A minimum audience size of 1,000 is required to target Custom Audiences in an ad group.

  • Engagement audience captures the audience who have taken actions on TikTok Ads Manager's family of apps, including TikTok, Resso, Helo, and other apps.

  • Pangle placement supports audiences generated from clicks and impressions only. Other actions such as video views are not supported.

  • One advertiser can have up to 400 custom audiences at one time within the account.