TikTok Ads Library: How do I use the TikTok Ads Library?

In 2021, TikTok launched its Ad Library, a must-have resource in the world of marketing. Recently, this valuable resource has been updated, particularly on targeting information, in an effort to comply with European Union standards.

This enriched catalog, open to all like Meta's advertising library, is a key tool for advertisers looking to draw inspiration from the best TikTok ads to refine their strategies on the platform. Its enhanced version offers a wealth of information: targeting details, geographic reach, number of ad views, and much more.

So, you're wondering what precise information you can get from TikTok Ads Library and how to access it easily? Let us guide you through this article, where we reveal all the secrets of this revitalized ad library.

What is TikTok Ads Library?

Every day, all TikTok users are confronted with a multitude of ads on the platform, in a variety of formats and presented in a multitude of ways.

TikTok Ads Library is a response to the need forgreater transparency, giving everyone access to the real information behind TikTok ads. This directory gives you the opportunity to browse all the ads served by a brand on TikTok, whether active or not, over a specific period since October 1, 2022.

In addition to access to ad content, this library provides a range of detailed ad metrics, including:

• Broadcast start and end dates
• Number of unique user views
• Targeting (age, gender, geographical area, etc.)

This intuitive tool can be extremely useful for boosting your performance and providing creative intelligence for your campaigns.

→ See TikTok Ads Library.

TikTok improves the transparency of its advertising practices 

TikTok's recent update is part ofan effort to comply with European Union standards. It illustrates the platform's compliance with the Digital Services Act (DSA), which specifically targets "very large" online platforms (or VLOPs). The latter are required to comply with additional requirements, mainly in terms of algorithmic transparency and accountability.

In addition to the "TikTok Ads Library" advertising library, the app's spokesperson announced that the search API will be accessible to researchers throughout Europe, not just internal EU institutions. Academics will thus be able to access this data to publish studies on various topics, such as consumer trends, misinformation and mental health.

Beyond the EU's legal requirements, TikTok is also taking into account the concerns of advertisers and users of its platform. Indeed, a Mozilla report published in 2021 had revealed shortcomings in the tracking of influencer marketing campaigns and the risk that some political ads might be perceived as organic content.

Thanks to its new public database, TikTok now offers all its users the possibility of searching for ads broadcast on the platform by country, publication date or keyword. The tool also includes metadata for other commercial content, such as publications marked as promotional (e.g. partnerships between brands and influencers).

How do I search and browse the TikTok advertising library?

Anyone can access the TikTok Ads Library, wherever they are in the world, without having to create an account. However, only European data is currently available. 

The ad library

The main tab of the Ads Library is entitled "Ads Library", where you can view all advertisers' video ads. To search the TikTok Ads Library efficiently, start with :

• Select the target country for the ad
• Choose an ad type (at present, only the "All ad types" option is available)
• Add a publication date
• Enter the advertiser's name or a keyword in the search bar

Ad details

For each ad in the advertising library, a complete summary with key figures on targeting and audience is available by clicking on the ad thumbnail:

• The number of unique views generated by the video, as well as the potential audience corresponding to the ad's criteria
• A targeting summary, including estimated target audience size, gender, age range, geography, interests and audience interactions
• A summary of the advertiser: full name, amount paid to run the ad, geographical area and a link to all their other campaigns.

Paid partnerships

The "Other commercial content" tab brings together all paid partnerships between brands and creators.

It displays information such as the date of publication and the average number of views generated by each video, without however revealing the name of the brand associated with these partnerships.

This tool offers significant advantages, as it enables brands to consult previous partnerships set up by designers before proposing a collaboration. At the same time, designers can use the tool as a source of inspiration, discovering successful collaborations among their peers.

Report on all ads

The "Ad Report" tab is a global summary of advertising content on the TikTok platform.

It contains a ranking of the countries that publish the most ads. France ranks 3rd in the distribution of ads on TikTok, with a market share of 6%.

A graph also shows the number of ads published each day.

Note: all this data can be downloaded as a CSV file.

Use TikTok Ads Library to refine your next ads

To sum up, the TikTok Ads Library is not new in itself. However, it has become even more refined and accurate, providing even more data on ad performance and the companies behind each ad campaign.

Accessible in just a few clicks and completely free of charge, the TikTok Ads Library is an invaluable tool for optimize your marketing strategy on TikTok. It enables you to fine-tune your future advertising campaigns, monitor recent ads from your competitors, or those targeting an audience similar to your own.

Based on their performance, including number of views, you can draw inspiration from their targeting parameters for your own campaigns. Whether you're a brand looking for hard data, or a creative looking for inspiration from successful collaborations, this catalog offers a wealth of relevant information.

Need help getting started with TikTok Ads?

Don't hesitate to call on our team of experts, who will be delighted to support you both creatively and in the management of your advertising campaigns. So, with the help of TikTok Ads Library and our expertise, you'll be perfectly equipped to make the most of your future TikTok ad campaigns.