TikTok in Romania: the 2026 figures
TikTok passed 8 million monthly active users in Romania in 2026, with an audience that now reaches well beyond Gen Z: 35% of Romanian TikTok users are over 35. The platform is no longer just for dance videos: it is a discovery engine for products and services.
TikTok Ads in Romania is still underused by local advertisers. Competition is far lower than on Meta, CPMs are lower and the organic algorithm helps paid campaigns (ads that perform well organically get an extra boost). This is the ideal moment to get in.
TikTok formats that convert for Romanian brands
1. In-Feed Ads (the most accessible)
They appear in the For You feed and look like organic content. The top pick for a small budget. Specs: 9:16 video, 15-60 seconds, sound on (75% of users keep sound switched on in TikTok). Customisable CTA: Shop now, Learn more, Book now.
2. Spark Ads (boosting organic content)
You promote an existing organic post (your own, or one by a creator who mentioned the brand, with their permission). More authentic, better engagement. Recommended for brands with an active TikTok community.
3. TikTok Shop Ads
Integrated with TikTok Shop (available in Romania since 2025). Video Shopping Ads and LIVE Shopping Ads: ideal for e-commerce. They let people buy directly in the app, without leaving TikTok.
TikTok targeting: how it works
TikTok Ads Manager offers fewer targeting options than Meta, but its delivery algorithm is extremely good at finding the right audience if you give it a clear signal.
- Interests & Behaviours: target users with an interest in your product category
- Custom Audiences: customer lists, website visitors, previous TikTok engagement
- Lookalike Audiences: people similar to your existing customers (in Romania we recommend a 1-3% size)
- Broad audience targeting: let TikTok find the audience (it works surprisingly well when the creative is strong)
On Meta, targeting accounts for 50%. On TikTok, the creative accounts for 80%. A good video with broad targeting beats a weak video with precise targeting. Invest in creative variants, not in fine-tuning your targeting. Test 3-5 video variants at the same time and let the algorithm find what works.
The small-budget strategy: 500-3000 RON/month
BUDGET 500 RON/MONTH: 1 campanie In-Feed 1 ad group: broad targeting 18-45 ani România 3 variante video (testare creatv) CBO (Campaign Budget Optimization) activat Obiectiv: Conversii sau Trafic BUDGET 1500-3000 RON/MONTH: 2 campanii: Awareness + Conversii Awareness: broad targeting, video 15s, reach obiectiv Conversions: website visitor retargeting + customer lookalikes Spark Ads pe cele mai bune posturi organice
Creating TikTok content for ads
TikTok rule #1: native feel beats polished production. Ads that look like ads get a 60% lower CTR than videos that look like organic content.
- A hook in the first 3 seconds: “Did you know...” / “The biggest mistake when...” / a surprising figure
- Voiceover + on-screen text: 75% of users have sound on, but add text for those who don't
- UGC style: filmed on a phone, natural light, a real person talking
- Trending TikTok sounds: use music that is trending on TikTok (it lowers the cost per view)
- Verbal and visual CTA: say exactly what you want viewers to do: “Tap the link in bio”, “Swipe up”
Want to launch TikTok Ads campaigns for your brand?
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Is TikTok Ads worth it for a small local business?
It depends on your audience. If you target 18-40 year olds and have a visual or aspirational product or service, yes. If you target people aged 50+ or B2B niches, LinkedIn or Google are a better fit. TikTok works best for fashion, beauty, food, entertainment and consumer tech.
What is the minimum budget for TikTok Ads in Romania?
TikTok requires a minimum of 20 USD/day per campaign (roughly 90 RON). In practice, below 300 RON/week (1200 RON/month) it is hard to test and optimise effectively. We recommend at least 500-700 RON/month for a serious 4-week test.
TikTok Ads vs. Meta Ads: which should I choose?
It is not an either/or choice. Meta remains better for direct conversions and precise retargeting. TikTok is better for discovery, brand awareness and new audiences. Ideal split: 70% Meta + 30% TikTok for e-commerce brands. Adjust it to your audience and your product.