TikTok Ads Interest Targeting vs Broad

In 2018, we meticulously researched interests. In 2024, "Broad" is the new "Targeted." The TikTok algorithm doesn't need your help finding people who like "Dogs." It knows who likes dogs based on watch time. But when should you actually remove all targeting?

The Case for Broad Strategy

Method: No Interests. No Behaviors. Just Age + Location. Why it works:

1. Lower CPM: You are bidding on the entire pool.
2. Creative Qualification: Your video is the targeting. If your video is about "Dog Food," only dog owners will watch it. The algorithm sees this signal and finds more of them.
3. Scale: You can't exhaust a "Broad" audience.

The Case for Interest Strategy

Method: Selecting "Dog Food" or "Pet Care." When to use it:

1. New Accounts: You need to give the pixel a "compass" to start.
2. Niche B2B: If you are selling "Medical Software," broad might be too wasteful initially.
3. Creative Testing: If your creative is "generic," you need audience filters.

The "Balanced" Approach (Best of Both)

1. Phase 1 (Pilot): Start with Interest Stacking (Group 5-10 relevant interests).
2. Phase 2 (Scale): Once the ad gets 50 conversions, duplicate it into a "Broad" ad group.
3. Result: The algorithm uses the data from Phase 1 to guide Phase 2, but with the cheaper CPM of Broad.

Summary

Don't over-engineer your targeting. Spend that time over-engineering your creative. On TikTok, Content → Targeting.