In the bustling world of digital marketing, the traditional dominance of search and display advertising is beginning to wane. For Chief Marketing Officers and business owners alike, the challenge is clear: the cost of acquiring customers on legacy platforms is rising, whilst engagement rates are plateauing. To cut through the noise, forward-thinking brands are looking beyond the search bar. They are turning to platforms where ads aren’t merely a disruption but part of the entertainment.
Two platforms leading this charge are TikTok and Spotify. While one dominates the visual, short-form video space and the other rules the audio waves, both offer unique ways to reach highly specific, niche audiences that traditional search advertising often overlooks.
TikTok Ads: Capturing Gen Z with Authenticity
TikTok has fundamentally changed the nature of ads. On this platform, polished, corporate-style commercials are often scrolled past in milliseconds. Success here requires a different approach, one that we at The Ad Guys Limited often summarise with the platform’s own mantra: “Don’t make ads, make TikToks.”
TikTok Ads for Gen Z
For brands targeting the elusive 18–24 demographic, TikTok is not just an option; it is essential. With over 1.5 billion monthly active users globally as of 2025, the platform is the primary search engine and entertainment source for Gen Z.
Unlike passive scroll-throughs on other social apps, TikTok users are highly engaged. However, the ad must provide value instantly. The “hook”—the first 3 seconds of the video—is the most critical component. If the ad fails to grab attention immediately with movement, a surprising statement, or a recognisable face, the opportunity is lost.
Creative Best Practices
- Lo-Fi Authenticity: High-budget production can sometimes hinder performance. Videos shot on a mobile phone that feel user-generated (UGC) often outperform studio-quality content because they blend seamlessly into the “For You” feed.
- Sound-On Environment: TikTok is a sound-first platform. The ad must utilise trending audio, voiceovers, or catchy soundtracks to convey its message, as 90% of users view content with sound on.
- Niche Communities: From #BookTok to #CleanTok, the platform is divided into thousands of micro-communities. Targeting these specific hashtags allows the ad to reach a hyper-relevant audience that is already passionate about the topic.
Spotify Ads: The Power of Audio and Mood Targeting
While TikTok commands the eyes, Spotify captures the ears. Audio advertising strategies offer a level of intimacy that visual formats cannot match. When a user is listening to a podcast or a playlist, the ad is delivered directly into their headphones, creating a one-on-one connection.
Spotify Ad Studio Guide
Spotify’s self-serve platform, Ad Studio, has democratised audio advertising. It allows businesses of all sizes to create professional audio campaigns with ease. The platform provides free tools to script and record the ad, complete with background music and voiceover actors, removing the technical barriers to entry.
Targeting by Mood and Context
The real power of Spotify lies in its data. Unlike search intent, which tells you what someone wants, Spotify knows how they feel and what they are doing.
- Real-Time Context: You can target users based on their activity in that specific moment. A fitness brand can place ads within “Workout” or “Running” playlists, whilst a productivity app can target “Focus” or “Study” sessions.
- Podcast Targeting: Podcast listeners are notoriously loyal. Placing ads within specific podcast categories (e.g., True Crime, Business, Comedy) ensures you reach listeners who trust the medium.
- Genre & Fan Bases: For more cultural relevance, brands can target fans of specific music genres or even fans of similar artists, ensuring the ad resonates with the listener’s taste.
Comparative Analysis: How to Target Niche Audiences with Ads
Choosing between TikTok and Spotify depends largely on your product and the specific niche audience you wish to acquire.
| Feature | TikTok Ads | Spotify Ads |
| Primary Format | Short-form Video (Visual) | Audio & Banner (Auditory) |
| Best For | Visual products, trends, impulse buys | Services, B2B, branding, storytelling |
| Audience Mindset | Discovery, Entertainment, Fast-paced | Focused, Mood-based, Passive listening |
| The Ad Experience | Disruptive but skippable; must be entertaining | Non-skippable (mostly); intimate & immersive |
When to Use Which?
If your product requires visual demonstration—like fashion, beauty, or gadgets—the ad belongs on TikTok. The visual medium allows you to show the product in action, leveraging influencers to build social proof.
Conversely, if you are selling a service, a B2B solution, or a product that requires explanation (like insurance or educational courses), the ad may perform better on Spotify. The non-skippable nature of audio ads (for free tier users) ensures your full message is heard, and the lack of visual distraction allows the listener to focus on the value proposition.
Conclusion
The era of relying solely on keyword search volume is ending. To truly grow, brands must find their customers where they spend their time: scrolling through TikTok feeds or listening to Spotify playlists. By tailoring your ad to the unique format and culture of these platforms—embracing the chaos of TikTok and the intimacy of Spotify—marketers can unlock powerful new channels for reaching their most valuable niche audiences.
