About the Identity feature on TikTok Ads Manager

Last updated: September 2024

The Identity setting on TikTok Ads Manager lets you choose how you present your business in your ads.

Features

When you enable Identity on TikTok Ads Manager, you will only be able to create Spark Ads using posts from your linked TikTok account or posts authorized by another TikTok creator. If Identity is disabled, your ads will be published using Custom Identity, which is the only way to publish non-Spark ads.Learn more about Spark ads.


Key concepts

There are three Identity types you can select from when creating an ad:

  • Use account owned by you: Create Spark Ads using any eligible videos from your linked TikTok for Business account. This is typically the same account that you use to publish your brand's organic posts on TikTok. To use this Identity type, you must link a TikTok account to your TikTok for Business Account and upgrade your TikTok account to TikTok Business Account.

  • Use other authorized account or post: Create Spark Ads from TikTok accounts that have authorized you to use their TikTok videos in your ads. With this Identity type, your ads will appear as if the post's creator published them. You will only be able to create Spark Ads using posts the creator has authorized you to use.

Note: You will need to complete the account/video authorization application in your Business Center. Authorized accounts/posts will be synced in TikTok Ads Manager under Use Other Authorized Account or Post tab.

  • Custom Identity: Publish ads without using a TikTok account. You need to use Custom Identity to create non-Spark Ads. To use Custom Identity, you'll need to enter your Display Name and Profile Image.


Use case

TikTok limits the number of ads you can create from a TikTok account. Each TikTok account can only have its posts used in 2,000 ads. This limit applies to ads created using the following identities:

  • Use account owned by you

  • Use other authorized account or post

Learn more about ad limits.