Interest and Behavior Targeting

Interest and behavior targeting picks your audience by the topics people care about and the actions they took on TikTok.

Interests are the broad buckets, like fitness or skincare or gaming, based on the content someone tends to watch. Behaviors are recent actions, like users who liked, commented on, or watched videos in a category to the end over the past few days. You stack these in the ad group to describe who you want.

Say you sell running shoes. You target the running and fitness interests, then add the behavior of people who finished watching sports videos in the last 15 days. Now your ad leans toward people showing live signals, not just a vague label attached months ago.

Interest is a softer signal than it looks. A person can watch cooking videos for fun without ever wanting to buy a pan, so narrow stacks feel precise but can shrink your reach and starve the algorithm of data it needs to learn.

Interests tell you what people watch. Only your results tell you what they buy.