TikTok targeting is based on in-app behaviour — content a user watches, engages with and shares — rather than declared interests. This makes TikTok's interest and behaviour categories more behavioural than Meta's, which relies more on social graph data. For Australian campaigns, targeting interest categories in combination with age and device type typically produces better results than geographic targeting alone.
TikTok Ads Manager offers interest targeting (categories the user engages with) and behaviour targeting (specific actions like video completions or hashtag interactions). Behaviour targeting based on recent interactions (7-day window) is more current than interest targeting, which reflects longer-term patterns. Use behaviour targeting for high-intent audiences.
TikTok's algorithm performs better with broader targeting than Meta's. Narrow targeting on TikTok (small audiences under 500,000 in Australia) restricts the algorithm and inflates CPM. Start with broad interest categories and let the TikTok Pixel data refine performance over 2 to 4 weeks. Custom audiences (pixel-based or email upload) remain the exception — they are narrow by design and work best for retargeting.
Yes, when the content is educational and authentic. B2B buyers are on TikTok too. The key is to teach, not sell. Thought leadership, process breakdowns and behind-the-scenes content outperform direct pitches.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media explains TikTok Ads audience targeting for Australian businesses: the distinction between interest and behaviour categories, the broad targeting advantage over Meta, and when custom pixel-based audiences outperform interest targeting.