You can now target 13- to 17-year-olds on TikTok

TikTok has rolled out significant updates that are set to reshape the way advertisers approach campaigns, particularly within the higher education sector. As a digital marketing agency specialising in higher education marketing, we are excited to unpack these changes and explain how they can be leveraged to reach younger audiences more effectively.

What’s New in TikTok Ads?

TikTok’s recent update – introduced in February and further refined in April – brings back the ability to target 13- to 17-year-olds in the EU and other regions. Previously, targeting this age group at sub-country levels was restricted, particularly in countries like Portugal, where earlier policy responses to EU data protection laws prohibited such detailed segmentation.

Key Changes

• Reinstated Youth Targeting: Advertisers can once again reach 13- to 17-year-olds at the country level in the EU. This update marks a significant shift from earlier restrictions, opening up new avenues to engage a younger audience segment.
• Granular Location Targeting: In many countries, including Portugal, marketers can now target audiences at the district or city level. However, it’s important to note that when targeting 13- to 17-year-olds on this more granular scale, restrictions apply. Specifically, you cannot target by specific genders, interests, and other detailed demographics. This ensures that while geographical precision is achieved, the additional personalisation filters remain limited for under-18s.

For more detailed information on these rules, please refer to TikTok’s official advertising guidelines.

Before You Start With TikTok Ads

A key requirement for advertising on TikTok is having a TikTok page and producing engaging 9:16 vertical videos. This format not only aligns with the platform’s user experience but also offers creative freedom to craft compelling stories that resonate with a younger demographic. For higher education marketing, this means the ability to create dynamic, immersive content that can captures the interest of prospective students right from their mobile screens.

How to Make the Most of the Update

With TikTok’s latest update providing new targeting capabilities, it’s essential to adapt your advertising strategy to fully harness these opportunities. By following best practices and adhering to the updated guidelines, marketers can ensure their campaigns remain both effective and compliant while making a significant impact on their audience.

1. Understand the Guidelines

Before launching your campaign, ensure you’re fully aware of the new targeting restrictions for 13- to 17-year-olds. While you can now set city or district-level targeting, remember that the additional demographic filters – such as gender or specific interests – are off-limits for this age group. Adhering to these guidelines will help prevent any potential compliance issues.

2. Optimise Your Creative Strategy

TikTok advertising is uniquely video-driven, with a strong emphasis on 9:16 vertical formats. To maximise engagement:

• Invest in High-Quality Videos: Ensure your content is eye-catching and tailored to mobile-first viewing habits.
• Focus on Storytelling: Engage your audience with compelling narratives that resonate with both prospective students and their influencers.

3. Leverage TikTok for Awareness

While many advertisers lean heavily on platforms like Facebook and Instagram, TikTok offers a fresh, dynamic space to reach your target audience. Its cost-effective advertising model, combined with innovative video formats, makes it a potent tool for building brand awareness among younger demographics.

Don’t just take our word for it, have a look at a case study we did last year, where a TikTok campaign for one of our clients delivered more than 8.2 million impressions and 55,000 clicks over just four months at an impressive cost-per-click of only €0.09.

4. Tailor Your Strategy for Higher Education

For higher education marketing, engaging prospective students early is crucial. TikTok’s platform provides an excellent opportunity to showcase campus life, student testimonials, and educational opportunities in a format that is both engaging and shareable. Ensure that your messaging aligns with the aspirations and interests of your prospective student base.

Conclusion

TikTok’s latest update is a clear signal of the platform’s evolving strategy to meet both regulatory requirements and the dynamic needs of digital marketers. With the ability to target younger audiences at more granular geographical levels – albeit with specific restrictions – there is now a renewed opportunity for higher education institutions to connect with future students in innovative ways.

At our agency, we’re excited to leverage these changes to deliver compelling, compliant, and highly effective campaigns for our clients. Whether you’re new to TikTok advertising or looking to optimise your current strategy, now is the perfect time to explore the platform’s unique advantages and redefine your digital marketing approach.

For further insights on how TikTok Ads can transform your marketing strategy, do not hesitate to get in touch with us at hello@nextlevelmkt.net!