TikTok Ads are back in Ukraine: what changed in 2025

In April 2025, TikTok resumed advertising for its first customer groups in Ukraine. After a hiatus caused by a full-scale intrusion and restrictions imposed to prevent misinformation, TikTok Ads advertising tools have once again become available to Ukrainian businesses. This is a significant step for brands looking to scale their campaigns on one of the world’s most dynamic social platforms. According to analytics company DataReportal, as of early 2025, TikTok had over 17 million users in Ukraine, and this audience continues to grow.

What TikTok Ads are

Tik Tok Ads is TikTok’s paid advertising platform that allows brands to run targeted advertising campaigns directly through the advertising account. It is a separate ecosystem that is significantly different from the usual promotion on TikTok through the publication of organic content. If in the case of organic, virality and creativity play the main role, then TikTok Ads allows you to precisely select the target audience, control the budget and duration of impressions, and conduct in-depth research on the effectiveness of campaigns.

How TikTok Ads works

TikTok Ads works on a similar principle to Meta Ads or Google Ads. The platform allows you to create campaigns with different goals: traffic, brand awareness, conversions, and app installs. When creating an ad, the user selects an audience based on demographics, interests, and behavior, and sets a budget, ad formats, and campaign duration. Real-time analytics are also available, allowing you to quickly optimize your ads.

TikTok advertising formats

TikTok Ads offers brands several main formats:

• In-Feed Ads – video ads that appear in the recommendation feed (For You), like regular TikTok, up to 60 seconds long. Suitable for website or mobile app promotion, sales, lead generation, and branding.
• Spark Ads – a format that allows you to promote already published organic videos from brand or influencer accounts.
• Top View – full-screen ads that appear after opening the application. They are impossible to miss. Suitable for large brands, national campaigns, new product launches and mass events.

What changed in TikTok Ads in 2025

Since the relaunch of TikTok Ads in Ukraine in 2025, the platform has updated its functionality and introduced a number of innovations. The process of verifying business accounts for Ukrainian companies has been significantly simplified. TikTok has also adapted its advertising rules to Ukrainian legislation, especially in terms of alcohol advertising, politics, and social responsibility.

In addition, the platform is more actively implementing AI tools for automatic campaign optimization – the system itself determines which videos perform better and prioritizes them in shows.

How TikTok Ads can help Ukrainian businesses

Advertising on TikTok opens up new opportunities for businesses of all sizes – from local coffee shops to national brands. In Ukraine, TikTok remains a platform with a high level of audience engagement, especially among the Zoomer and Millennial generations. With the help of a properly configured campaign, a brand can not only increase its reach but also form an emotional connection with potential customers.

TikTok Ads in Ukraine are especially effective for companies that focus on visual content or have a clearly expressed aesthetic. For example, in the field of fashion, cosmetics, gastronomy or mobile applications, advertising on TikTok often gives a higher ROI than classic formats on Facebook or YouTube. In addition, there is a growing demand for collaborations with local influencers that combine organic content with targeted campaigns.

How to set up and launch TikTok advertising

To launch TikTok advertising in Ukraine in 2025, you need to go through several stages:

1. Create a business account on the TikTok for Business platform.
2. Choose a campaign goal. For example, reach, website traffic, conversions, or app downloads.
3. Set up your audience. Specify age, geography, interests, language, and other parameters.
4. Choose an ad format based on your goals and budget.
5. Upload your creative. The video must meet TikTok’s recommendations (vertical format, up to 60 seconds, dynamic feed).
6. Set your budget and delivery schedule. You can work with a daily budget or specify a total.
7. Launch your campaign and monitor your analytics. It is recommended to regularly test multiple creative and audience options.
8. Optimize your results. Based on the data you collect, change your creative, audiences, or format.

TikTok Ads in Ukraine is not just the return of an advertising platform, but a new start for a business that seeks to remain relevant in the digital age. Given the updated infrastructure, growing audience and powerful targeting tools, TikTok remains one of the most promising promotion channels in 2025.

TikTok promotion is especially effective for brands that seek to quickly reach a young audience, and increase recognition and engagement. However, to get the most out of advertising on this platform, it is important not only to launch a campaign but also to properly configure it taking into account the specifics of the social network. That is why it is worth contacting professionals who have experience with TikTok Ads and know how to combine organic content with paid advertising to achieve targeted results.