Targeting the right audience is one of the most critical parts of any TikTok advertising strategy. As advertisers aim to scale campaigns and reach new customers, relying on guesswork can quickly burn through budgets. This is where TikTok Lookalike Audiences come into play. This feature allows brands to target users who are similar to their existing customers, helping to broaden reach while keeping relevance intact. In this guide, we’ll explore what a TikTok Lookalike Audience is, how it functions, and how you can use it to improve your campaign performance.

What is TikTok Lookalike Audience?

A Lookalike Audience on TikTok is a group of users who share similar characteristics and behaviors with a source audience you already have. That source audience might include your website visitors, past purchasers, mobile app users, or even leads collected from TikTok Lead Ads.

The idea is simple but powerful: if your existing customers convert well, then others who behave like them may also be likely to engage with your brand. TikTok uses machine learning to analyze patterns in your original audience and finds other users who match these traits. Unlike basic demographic targeting, this method leverages actual behavioral data, allowing your ads to be shown to users with a higher probability of converting.

Benefits of using TikTok Lookalike Audience

Advertisers often face a dilemma when trying to scale campaigns. Reaching broader audiences can dilute performance if the TikTok targeting becomes too general. TikTok Lookalike Audiences solve this problem by maintaining relevance even when reaching new users.

By using Lookalike Audiences, brands can:

• Reach new potential customers who are likely to be interested in their offerings

• Increase return on ad spend by focusing on users with high conversion potential

• Reduce manual effort in audience targeting

• Use past performance data to drive future growth

This strategy is especially effective when you're looking to expand your customer base without sacrificing ad performance.

How TikTok Lookalike Audience works

The process starts by selecting a TikTok Custom Audience, which serves as the foundation. TikTok’s algorithm analyzes the characteristics of that audience, including demographics, device type, app usage, engagement behavior, and content interaction. Based on these signals, it then identifies new users who share similar patterns.

TikTok offers three levels of similarity, each representing a different balance between precision and reach:

• A narrow audience prioritizes similarity, making it more accurate but smaller
  

• A balanced audience offers a middle ground between similarity and size
  

• A broad audience sacrifices some precision for the sake of expanding reach

Advertisers can test and refine these settings based on campaign objectives and budget.

Step-by-Step Guide to Creating a Lookalike Audience

Setting up a Lookalike Audience on TikTok is a simple yet strategic process that allows you to extend your reach based on high-performing existing audiences. Here’s a breakdown of how to do it inside TikTok Ads Manager.

How to Create TikTok Lookalike Audiences

Setting up a Lookalike Audience on TikTok is a simple yet strategic process that allows you to extend your reach based on high-performing existing audiences. Here’s a breakdown of how to do it inside TikTok Ads Manager.

Step 1: Access TikTok Ads Manager

Start by signing in to your TikTok Ads Manager account. This is the central dashboard where you manage all your campaigns, assets, and audiences.

Step 2: Go to the Assets section

Once inside the dashboard, locate the navigation bar at the top. Click on Assets, then select Audiences. This area is where you’ll create and manage both Custom and Lookalike Audiences.

Step 3: Click Create Audience

Inside the Audiences section, find the Create Audience button. Clicking this will bring up different options for audience creation.

Step 4: Select Lookalike Audience

From the menu, choose Lookalike Audience. This option enables TikTok to find new users who resemble the traits and behavior of your existing audience.

Step 5: Choose a source Audience

Select a Custom Audience as your source. This could be based on website traffic, app activity, customer files, or other first-party data you’ve collected. Make sure the audience is rich in valuable user signals and contains at least 1,000 users.

Step 6: Define your target location

Next, specify the location for your new audience. TikTok only allows you to generate Lookalike Audiences in the same country or region as the source audience, so ensure consistency between both.

Step 7: Pick your audience size

TikTok gives you three levels of similarity to choose from:

• Narrow focuses on high similarity with a smaller reach
  

• Balanced provides moderate reach and likeness
  

• Broad gives the widest reach with less similarity

Select the option that best suits your campaign goals.

Step 8: Name your audience

Enter a unique and descriptive name for your Lookalike Audience. It’s best to include key details like the type of source audience and similarity level, so you can easily identify it later.

Step 9: Confirm and save

After reviewing all selections, click Confirm. Your Lookalike Audience will be created and made available under the Audience tab. You can now assign it to your ad groups when setting up a campaign.

Mistakes to Avoid When Using Lookalike Audiences

Although TikTok Lookalike Audiences are designed to simplify targeting and scale campaigns effectively, advertisers often make critical mistakes that reduce performance and waste budget. Below are the most common pitfalls to watch out for, along with tips on how to avoid them.

Using low-quality or unqualified sources for audiences

The foundation of a Lookalike Audience is the source Custom Audience. If this base group is weak or lacks behavioral depth, TikTok’s algorithm will struggle to find similar high-performing users. For example, building a Lookalike from all website visitors may not perform as well as one built from actual purchasers.

How to avoid:
Use well-segmented, high-value audiences that reflect your conversion goals — such as users who completed purchases, signed up for a service, or added products to cart.

Creating lookalikes from audiences that are too small

TikTok requires a minimum of 1,000 matched users in your source audience, but just meeting that number doesn’t guarantee success. A very small base limits TikTok's ability to identify meaningful patterns, leading to less accurate audience matches.

How to avoid:
Aim for a source audience of at least 2,000 to 5,000 users if possible. The more data TikTok can analyze, the better it can find people who closely resemble your ideal customer.

Overlapping audiences across campaigns

Running multiple ad groups or campaigns that target overlapping Lookalike Audiences can create internal competition. This results in higher costs per impression and reduced delivery as your ads bid against each other.

How to avoid:
Use exclusions to prevent overlap. For example, exclude users already targeted in another campaign. Always monitor delivery and performance to detect cannibalization.

Not testing different audience sizes

Many advertisers default to using the "Balanced" size when creating a Lookalike, but this one-size-fits-all approach can limit results. Depending on your goal, you may benefit more from a narrower or broader audience.

How to avoid:
 Test all three size options, narrow, balanced, and broad, in controlled campaigns. Measure performance differences in terms of reach, cost-per-result, and conversion rate to find the best fit.

Ignoring performance data

Launching a campaign with a Lookalike Audience and leaving it unchecked is a common mistake. Even good audiences need ongoing optimization. Without monitoring, you may miss clear signs that your targeting is off or your cost per result is rising.

How to avoid:
Check your campaign metrics regularly. Pay attention to click-through rates, conversion rates, cost per result, and delivery trends. Pause underperforming audiences and iterate quickly.

Final thoughts

Lookalike Audiences offer a smart, scalable way to reach new users without sacrificing relevance. By analyzing the behavior of your most valuable customers, TikTok helps you discover audiences that are more likely to engage with your ads.

If you’re managing multiple ad accounts or looking to scale campaigns without performance drops, having access to stable ad infrastructure can make a difference. AGrowth supports advertisers by providing access to pre-approved TikTok ad accounts, ensuring you can launch and test Lookalike strategies without delay or interruption.