About Audience Builder
Our marketer-centric Audience Builder tool allows you to create seed audiences from your first-party referral data, synchronise them with TikTok and target more people like them on TikTok via lookalike audiences.
Before you begin
Audience Builder is available for clients on specific packages or as an add-on. Reach out to your Mention Me Account Manager to learn more and upgrade if needed.
Prerequisites
- You would need to have at least Admin permission for your TikTok Business Ads account. You can check this by doing the following:
- Login to your TikTok Business Centre account settings
- Go to Assets > Advertiser Accounts on the left menu and select the ad account you want to create audiences in
- Select your user account
- You will need access to the Mention Me platform (If you do not have access, reach out to your Mention Me CSM or log a support request here who can sort it out for you).
How to get started
Once your account has been activated for Audience Builder, you can build and synchronise your audience immediately.
Step 1 - Connect your Ads Account
1. On the Mention Me platform, Click Connect to begin the connection process and Select TikTok
2. Agree to the Terms and Conditions to allow Mention Me to transfer data to TikTok on your behalf
3. Create a new authentication
4. Name your authentication and select Create
4. Log in with your TikTok Account details
5. Grant Mention Me permission to access your TikTok account (Note: Mention Me won’t be able to post anything to your page)
6. Select Authorise to complete the Authentication
7. Select which TikTok Ad Account you want to send your Mention Me data to and press Next
Step 2 - Build your audience
As you have now connected Mention Me to your TikTok Account, you can now start building your audience.
1. Select the country(s) you want to build the audience from
We recommend you select one country to create a seed audience for targeting on TikTok. However, if your contact numbers are low, you can select multiple countries in similar markets to create a more effective seed audience.
- Select the dataset you want to use to build your audience on and click Next
You will be able to see the estimated number of contacts for each dataset. We recommend using Existing customers who have successfully referred a friend. If you have less than 1,000 contacts available, then we recommend choosing the next dataset in the list.
Audience data is collected from your best customers over the last 12 months, and it includes:
| Audience data set | Description |
|---|---|
| Highest value successful referrers (ECR) | Advocates with the greatest revenue when accounting for both their spend and their friend's spend. Learn more about ECR |
| Active referrers (ECR) | Advocates who have either referred or purchased recently. Learn more about ECR |
| Existing customers who successfully referred a friend | Our recommended data set as these are your biggest brand advocates. |
| Existing customers who have shared | Your big advocates who are highly engaged with your brand. |
| Existing customers who have joined the referral programme | Customers that are on the path to becoming your newest advocates of your brand. |
| Referred customers who have placed their first orders | New customers gained from your advocates, becoming advocates in the future. |
Step 3 - Name your Audience
1. Name your Audience and click Next
2. A default name will be created for you. The audience name you define here will show in your TikTok Ads Manager.
3. If you want to change the name, we recommend a naming convention that you will remember and be able to easily identify.
Step 4 - Confirm Consent and Review your Audience
1. Confirm that you have the relevant consents required either by law or the relevant paid social channel to enable Mention Me to process this data
2. Review your audience details and click Build to kick off the sync to TikTok
- You will be able to edit the name of your audience directly on this page
- The build will commence immediately but could take up to 24-48 hours for TikTok to process
- Mention Me will hash the email addresses to ensure that no actual email addresses are sent to TikTok
3. Once your audience build has commenced, you will be taken to the summary screen where you can:
- View all your built audiences with the number of contacts per audience
- Build a new audience
4. Your audience will be updated weekly with any new customers that meet the selection criteria
Effective audiences must have a minimum of 1,000 contacts. Still, the match rates of your referrers' email addresses to TikTok can vary, so you should be looking at 5,000 contacts as a realistic starting point.
If you find that your recommended audience is too small, consider creating another Audience based on the next valuable dataset.
For example, start with “Existing customers who successfully referred a friend” and then create a new audience with “Existing customers who have shared”
Step 5 - Build lookalike audiences in TikTok
As soon as the Audience has been synchronised to TikTok, you can create a lookalike audience to find new customers that ”look like” your best customers.
Once you're finished, it may take 6-24 hours for your Lookalike Audience to be created.
You don't need to wait for your Lookalike Audience to update to use it.
Step 6 - Create an Ad using lookalike audiences
Create a TikTok Ad using the new lookalike audience.
When creating acquisition ads with new lookalike audiences, keep the ad copy the same as previous campaigns to compare results.
Keep on experimenting with multiple different Audiences to see which ones deliver the best results.
Compare your ad performance against previous purchases and CRM (customer list) based audiences.