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Made in Ukraine

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WHY ADVERTISING ON TIKTOK IS NO LONGER FOR TEENAGERS

(AND HOW BUSINESSES CAN USE IT)

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A few years ago, TikTok was perceived as a platform for dancing, jokes, and teenage trends. But everything has changed. Today, TikTok is a full-fledged marketing channel where not only schoolchildren but also business owners, doctors, farmers, parents, the Armed Forces and even government officials are using it. Ukrainian brands are already actively using TikTok for sales, promotion, and loyalty building. And if you still think that TikTok is “not for your target audience,” this article is for you.

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  • Who is on TikTok now?

According to research, more than 40% of the Ukrainian TikTok audience is aged 25-44. And the solvent 30+ group is growing rapidly. This means:

    People no longer just look at TikTok, they buy it.
    New shopping habits are born here.
    Users are looking for solutions, advice, inspiration, not just entertainment.
  • Why is TikTok advertising already working in Ukraine?

Since April 2025, TikTok has already opened the possibility of launching advertising in Ukraine.

Businesses have the opportunity to launch:

    In-Feed Ads - videos that appear organically in the feed
    TopView - the first video when you open the app
    Spark Ads - promotional organic videos of influencers or brands
    Collection Ads - integration of a shopping catalog.
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Ukrainian agencies are already testing these formats and getting impressive results: lower cost per lead, higher engagement, and scalability without losing quality.

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  • Creative approaches: not a banner, but a story

“Old” advertising doesn't work on TikTok. It's all about authenticity and real content.

Here are some approaches that work well:

    Unpacking your business: show the kitchen of your brand, how you work, produce, consult
    Irony: Ukrainians appreciate humor and self-irony. Creativity with memes or exaggeration works better than dry facts
    Collaborations: work with micro-influencers who are close to your audience
    Case studies: real reviews, changes before/after, customer reactions

Examples of Ukrainian cases:

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    Silpo - launched a series of videos with branded features and hashtags adapted to trends

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    Prom.ua - tested Spark Ads with customer feedback, result: increased trust and clicks

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    Small brands of clothing and cosmetics (for example, Koshtura or TOY): promotion through live videos without production - short, honest, sincere

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    Ukrainian volunteers - promote the collection on TikTok through trends, cooperation with bloggers, and empathetic stories.

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  • Influencer marketing: how not to blow your budget

TikTok is a platform for nano- and micro-influencers. A blogger with 5-30 thousand subscribers can generate more sales than a million-dollar star. Why?

    Less coverage = more trust
    Better hit in your niche
    The ability to create a series of videos, not just one "flight"

Make long-term collaborations, not one-time mentions!

What should businesses do right now?

  • 1

    Create a TikTok account and don't be afraid to be "imperfect".

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    Identify 2-3 topics that are interesting to your target audience.

  • 3

    See what competitors are already doing.

  • 4

    Find 1-2 micro-influencers and offer to collaborate.

  • 5

    Run minimal ads through TikTok Ads Manager - with the right settings.

TikTok is not just a platform for the new generation. It is a powerful tool for Ukrainian businesses in 2025 that combines trends, live communication, and real sales.
Anyone who manages to get in now will have an advantage. So, don't hesitate, break into TikTok and increase your sales with this tool.

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