Getting started with TikTok Audiences

You will learn 

Learn how to integrate TikTok Audiences with Klaviyo. This integration allows you to automatically:

• Connect a Klaviyo list or segment to a TikTok Audience.
• Sync profiles from Klaviyo to TikTok Audiences.

Before you begin

Before you integrate with TikTok Audiences, set up your Klaviyo account and integrate with your ecommerce platform. See our guide on getting started with Klaviyo. 

It's important to note the following:

• You must be an admin or an operator of a TikTok Ads Manager account to sync audiences.
• You can only integrate one TikTok Ads Manager account per Klaviyo account.

How to integrate with TikTok

1. Log in to your Klaviyo account.
2. Click your account name in the lower left corner, then select Integrations.
3. Click Add integrations.
4. Search for TikTok Audiences and select the card, then click Install.
5. Click Connect to TikTok.
   
6. You’ll be prompted to log in to your TikTok for Business account, if you have not already.
   
7. Review the permissions, and then click Confirm. You’ll be redirected to Klaviyo.
   
8. If you manage multiple Ads Manager accounts, you’ll need to select the one you want to integrate with. If you only manage one account, you’ll see it preselected.
   
9. Next, set up connections between Klaviyo lists/segments and TikTok audiences. Select a Klaviyo list or segment from the left hand dropdown, then select a TikTok audience to connect to on the right. Since TikTok only allows Klaviyo to sync with certain types of audiences, you'll likely see a blank list and need to create a new audience. To create a new audience:
   1. Click the Select an audience dropdown, type your new audience name in the search bar.
      
   2. Then, click + Create audience: (Audience Name). 
10. If you want to add additional connections, click Add connection. Note that you can return to this settings page at any time to add additional connections. Additionally, note that this is a 1:1 sync; you cannot select the same TikTok audience for multiple Klaviyo lists or segments, and you cannot connect the same Klaviyo list or segment to multiple TikTok audiences.
11. When you’re done creating connections, click Complete setup.
12. You’ll receive a success message that your TikTok account is connected to Klaviyo.
    

Klaviyo profiles will start syncing to TikTok for any connections created. It may take up to 48 hours for the custom audience in TikTok to populate. 

How the integration works

Sync frequency:

• If you add a new connection, it may take up to 48 hours for the custom audience in TikTok to populate. 
• Membership changes in your Klaviyo lists or segments (profiles being added or removed) may take up to 48 hours to be reflected in TikTok. 

Sync behavior:

• This integration is a 1:1 sync; you cannot select the same TikTok audience for multiple Klaviyo lists or segments, and you cannot connect the same Klaviyo list or segment to multiple TikTok audiences.
• When a profile is added or removed from a Klaviyo list or segment, the corresponding TikTok audience will be updated accordingly. 
• When you connect a Klaviyo list or segment to a TikTok audience, existing members will remain in that audience (you will not “overwrite” the TikTok audience by syncing profiles from Klaviyo). 

Manage your ad integrations from the Lists & Segments tab

You can create or update TikTok audience syncs (or syncs for any other advertising platform) from within Klaviyo’s Lists & Segments tab. 

To do this:

1. In Klaviyo, select Lists & Segments in the left hand navigation.
2. You’ll see ad platform icons in the Integrations column for each list and segment connected to an ad integration audience.
3. To see more details for a given list or segment, click the three dots and select Linked integrations.
   
4. You’ll be brought to the Integrations tab found within the list or segment’s Settings tab.
   
5. Here, you’ll be able to do the following:
• Connect a new ad integration.
• Activate or deactivate a sync for the list or segment.
• Add a new sync for the list or segment, and select the corresponding audience.
6. After making any changes, click Save. 

Integration use cases

There are many ways you can use this integration to drive your marketing strategy with TikTok. We’ve bucketed these use cases into 4 main categories:

1. Retarget existing profiles.
2. Exclude certain segments from future ads. 
3. Use existing profiles to create similar audiences.
4. Observe and monitor how a specific audience is performing.

Below, we’ll discuss use cases for each category and provide TikTok resources around implementation. 

Retarget existing profiles

The same segmentation used for targeted emails and texts can be used for targeted ads. Consider the following segments:

1. Cart abandoners
   Target customers who started a checkout in the past 7 days, but haven't placed an order in the past 7 days. Show this group an ad that echoes the message or discount you provide in your abandoned cart flow.
2. Winback
   Target customers that haven’t purchased in a while with an ad featuring popular trending items.
3. Re-engage
   Target inactive subscribers with a relevant ad featuring items they’ve viewed on your site or featuring a limited time offer promotion.
4. Cross-sell
   Target customers who have bought one product with a different but complementary product.
5. New customer
   Target those that have visited your site but never purchased to encourage first-time conversions.
6. Cross-channel
   Target those you're already reaching by email with a relevant ad that reinforces the message and has a similar call-to-action.
7. Potential brand enthusiasts
   These customers purchased recently, but not frequently and not at a high monetary value. Focus on increasing their purchase frequency or average order value by promoting bestsellers and popular or related products.
8. Unengaged VIP
   If customers who were once on your VIP list haven’t engaged with your brand recently, you can target them on a different platform to bring them back to your brand. 

Here’s how to target one of these segments by applying the audience to an ad group in TikTok: 

1. Create your segment in Klaviyo.
1. Navigate to the Lists & Segments tab under Audience.
2. Click Create List/Segment, then select Segment.
3. Design your segment to match the group you want to target.
2. When integrating with TikTok, connect your segment to a new TikTok audience, as described in the How to Integrate section above.
3. Once you’ve integrated, head to your TikTok Business account. When you create your ad group for a campaign, you’ll be able to target the custom audience synced from Klaviyo. 

Exclude existing profiles from future ads

If there is a list or segment you want to exclude from future ads (for instance, exclude customers who have bought from you recently and may be unlikely to repurchase soon), you can:

1. Create that list or segment in Klaviyo.
2. Sync it to an audience in TikTok. 
3. Exclude it from an ad group. 

To learn how to exclude a specific audience from an ad group, check out TikTok’s Help Center. 

Use existing profiles to create lookalike audiences 

You can take a VIP list or segment in Klaviyo and then create a lookalike audience in TikTok to reach leads that resemble your best customers. Create a segment in Klaviyo, or use an existing VIP segment, and sync it to a TikTok audience through the integration. Then, in TikTok, you’ll create a lookalike audience. Learn how to create lookalike audiences in TikTok

Observe and monitor how a specific audience is performing

Looking to understand how selected ads or ad groups are performing? Reporting can help you make targeted changes to your ads or audiences. Check out TikTok’s help article How to create and manage reports to learn about reporting in TikTok. 

Outcome

You’ve finished integrating TikTok Audiences with Klaviyo, and can now begin using Klaviyo to help drive your advertising strategy on TikTok. 

Additional resources

• Getting started with Google Ads
• Getting started with Facebook Advertising