The return of TikTok Ads with targeting for the Ukrainian audience isn’t just a technical update for the digital market—it’s a signal to rethink brands’ entire media mix. Today, TikTok is no longer just an entertainment platform; it’s a powerful video channel where creativity and nativeness are decisive for engaging a hard-to-reach audience.

If a brand manages to fit organically into TikTok’s format and “language,” it can not only reach new segments but also reignite interest in its communications, boost overall advertising effectiveness, and build a modern, flexible media mix.

Why TikTok shapes a different consumption culture

Imagine opening an app and, instead of a feed of posts, you see a full-screen video immediately. No pauses, no captions under photos, no traditional scrolling. This “video-first” experience changes user thinking—attention isn’t scattered; it’s focused. In this context, advertising shouldn’t interrupt viewing; it should complete it.

TikTok teaches brands a different kind of storytelling: emotional, fast, “raw.” It’s a platform where winning ads aren’t polished TV spots but honest stories shot on a smartphone with on-screen captions.

Given these specifics, brands must adapt their creatives to the platform. For example, our team runs a specialized content unit that uses AI to quickly produce timely videos and adapt existing assets to TikTok formats and target-audience trends. This helps brands not just be present, but relevant in the TikTok feed.

Insights over instructions: what TikTok Ads in Ukraine unlocks

Advertisers in Ukraine can now fully use TikTok Ads Manager with Ukraine targeting. Access covers 17M+ users aged 18–55+, with the most active demographic being men aged 13–34. Campaign objectives span from reach and video views to app installs and sales.

Targeting is flexible—by age, gender, interests, and geolocation. You can build Custom Audiences from first-party data (CRM, pixels, email lists) and Lookalikes to scale what’s working. Notably, there are high-purchase-intent audiences (about 40–50K users) showing strong transactional activity.

Available formats

The primary, most effective format is In-Feed Video—vertical videos up to 60s (with 15–30s performing best) that appear between organic posts. Image carousels are also available—less popular overall, but often apt for fashion, beauty, e-commerce, and food, where multiple variants, angles, or use cases matter.

A standout feature is Spark Ads, which lets brands promote existing videos. This preserves the content’s organic feel while scaling it through paid distribution. For companies working with creators, it’s a sweet spot between traditional ads and influencer marketing.

What businesses should know: targeting is only the start

TikTok’s ad capabilities are powerful—from geo and behavioral targeting to lookalikes built on your customer base. But the key isn’t technology—it’s the cultural code. If you don’t understand why young people riff on TikTok trends, it’s hard to enter the platform’s context.

This isn’t a metaphor: a brand must not just show a product, but make it part of a trend, a meme loop, the TikTok discourse. Otherwise—swipe.

TikTok isn’t a replacement for YouTube or Instagram. It’s its own reality.

On TikTok, it’s not just about format—it’s about mindset. A brand needs to become part of the stream, not stop it. That’s why TikTok marketing is a blend of analytics, culture, aesthetics, and rapid adaptation. Those who win aren’t just “setting up campaigns”—they live the trends.