How to set up Identity

Last updated: May 2025

When you create an ad, you will use the Identity feature to determine how your business is represented in the ad. There are three Identity types you can use:

  • Business Account Owned by You

  • Other Authorized Account or Post

  • Custom Identity

Learn more about the Identity feature on TikTok Ads Manager.

Before you begin

Before you set up the Identity feature:

  • Some Identity types require your TikTok account to be linked to a TikTok for Business account.

  • You can only make Spark Ads when you turn on the Identity feature.

  • You can only make Diversion Ads - regular, in-feed ads - with the Custom Identity type.


How to set up Identity

To set up the Identity feature:

  1. Log in to TikTok Ads Manager.

  2. Turn on Use TikTok account.

  3. Check Use Account Owned by You, or Use Other Authorized Account or Post.

  4. Select the TikTok account linked to your TikTok for Business account or the TikTok account that has given you permission to use their videos in your ads. If there are no authorized posts, click Authorize and complete the steps in the Apply for Authorization pop-up window.

Note: If you do not have a linked TikTok account to your TikTok for Business account, click Link Account. If the linked TikTok account is not a TikTok Business Account, click Upgrade to Business Account to change the account type. Learn more about linking TikTok business accounts and upgrading to a business account. To set up a Custom Identity:

  1. Log in to TikTok Ads Manager.

  2. Turn off Use TikTok account.

  3. Open the drop-down menu and click +Add a new Custom Identity.

  4. Enter a Display Name and upload a Profile Image.

  5. To re-use a Custom Identity, select one from the drop-down menu under Set custom identity. There is no limit on how often you can use a Custom Identity.

Note: You cannot delete or edit a Custom Identity after you create it.