TikTok is available for advertising in Ukraine again: what businesses need to know

Ukraine’s digital market has received a fresh boost—TikTok has reopened the ability to run ads targeted at users in Ukraine. This decision creates new conditions for business, gives brands tools for scaling, and simultaneously changes the rules of the game within the platform itself.

TikTok, which for a long time remained largely a platform for organic content, is now becoming a field of competition between paid and organic video. For businesses, this means not only new opportunities but also challenges: creating ads that don’t “break” the feed, but feel natural and relevant to a young audience. Razom Group breaks down the opportunities in TikTok advertising and why this matters for business.

About Razom Group: Razom Group is an international communications group ranked among the top five in Ukraine. It includes agencies such as Initiative, Universal McCann, Havas Media Ukraine, the performance unit MORE, and the analytics unit MADLAB.

TikTok Ads Manager: what’s available

Advertisers now have full access to targeting Ukrainian users, including new campaign types and audiences. Key parameters to know:

  • Estimated reach: 17–21 million Ukrainian users aged 18–55+.
    The most active demographic: men aged 13–34.
    Among the new features are high purchase intent audiences (~40–50k users), enabling brands to focus on higher-value prospects.

Available campaign objectives:

  • Reach — ideal for brand awareness
  • Traffic — drive visits to your site or landing page
  • Video Views — maximize video views
  • App Promotion — promote mobile apps
  • Sales — conversion- and purchase-focused campaigns

Targeting details:

  • Geo: Ukraine
  • Demographics: age, gender
  • Interests: behavior-based
  • Custom Audiences: based on first-party data (CRM, email, pixel, etc.)
  • Lookalike Audiences: find users similar to your best-performing segments

Ad formats available: vertical video (up to 60s; 15–30s recommended), image carousel (less popular but available). You can also advertise already published videos from influencers or your brand without creating separate ad creatives.

Why it matters: fast access to an active audience

TikTok Ads isn’t just another tool—it’s a chance to quickly reach a young, engaged, and solvent audience that is less responsive to classic YouTube ads. As of 2025, nearly 70% of TikTok users are aged 18–34. Gen Z and younger millennials drive demand in e-commerce, mobile services, education, and lifestyle.

TikTok acts as a platform of influence: recommendations seen in the feed often trigger purchases or app downloads. Combined with interest targeting and custom audiences, the platform becomes not just a channel but a full growth ecosystem for brands.

“TikTok is a video-centric platform with longer formats, diverse advertising integrations, and an emphasis on engagement via video rather than photos or short clips like on Instagram. If a brand doesn’t speak the platform’s ‘language,’ users will simply swipe away. In client work we account for TikTok user behavior—from visual language and audio trends to video length and narratives that resonate with the right audience. In our view, TikTok will become one of the key channels in video-centric campaigns this year. We’ve been preparing for this and are already testing the first ad campaigns with several clients,”
— Mila Krutchenko, Chief Strategy & Digital Officer at Razom Group.