How to set up Identity

Last updated: April 2026

When you create an ad, you will use the Identity feature to determine how your business is represented in the ad. There are two Identity types you can use:

  • Business Account Owned by You

  • Other Authorized Account or Post

Note: If you do not see this feature in TikTok Ads Manager, then it is not available to you at this time. Reach out to your TikTok representative to learn more.

Before you begin

Before you set up the Identity feature:

  • Some Identity types require your TikTok account to be linked to a TikTok for Business account.

  • You can only make Spark Ads when you turn on the Identity feature.

How to set up Identity

To set up the Identity feature:

  1. Log in to TikTok Ads Manager.

  2. Turn on Use TikTok account.

  3. Check Use Account Owned by You, or Use Other Authorized Account or Post.

  4. Select the TikTok account linked to your TikTok for Business account or the TikTok account that has given you permission to use their videos in your ads. If there are no authorized posts, click Authorize and complete the steps in the Apply for Authorization pop-up window.

Note: If you do not have a linked TikTok account to your TikTok for Business account, click Link Account. If the linked TikTok account is not a TikTok Business Account, click Upgrade to Business Account to change the account type. Learn more about linking TikTok business accounts and upgrading to a business account.