Can You Use TikTok Ads in China? A Complete 2025 Guide for International Companies

Introduction: Understanding TikTok Advertising in China

TikTok is one of the most powerful advertising platforms in the world. With billions of downloads and unmatched engagement, it’s natural for global brands to ask: Can you run TikTok Ads in China?

The short answer: No, TikTok itself doesn’t operate in mainland China. The platform available there is Douyin, the Chinese domestic version of TikTok, built and regulated under China’s digital ecosystem.

For international companies, this means that “advertising on TikTok in China” really means advertising on Douyin and understanding the major differences between the two platforms.

What’s the Difference Between TikTok and Douyin?

TikTok and Douyin are both owned by ByteDance, but they function in completely different ecosystems:

• TikTok is the international version, accessible in most countries outside of China.

• Douyin (抖音) is the domestic Chinese version, built to comply with China’s cybersecurity and content regulations.

Despite looking similar on the surface, their infrastructures, data policies, and content algorithms are separated by China’s Great Firewall the network barrier that isolates the Chinese internet from much of the global web.

Because of this separation, TikTok Ads Manager cannot target users in mainland China.

Can You Run TikTok Ads in Mainland China?

No, you can’t directly use TikTok Ads to reach users inside mainland China.

TikTok’s ad targeting options exclude “China” as a selectable region. Even if users in China access TikTok via VPN, this isn’t a scalable or compliant way to advertise to the Chinese market.

For brands that want to reach Chinese consumers, the correct route is Douyin Ads, the official ad platform designed for China.

Douyin Ads: The Real TikTok Advertising Platform in China

Douyin is essentially TikTok’s Chinese twin but much more deeply integrated into China’s social commerce ecosystem.

Here’s what makes Douyin unique:

• It combines short-form video, live commerce, and e-commerce integration all within the same app.

• It’s connected to platforms like Taobao, JD.com, and Douyin Shop, making it a full sales channel, not just a media platform.

• It supports a variety of ad formats, optimized for China’s fast-paced, video-first consumer culture.

Popular Douyin Ad Formats

1. In-feed ads: Short videos that appear naturally in user feeds — the most common format for brand awareness.

2. TopView or opening screen ads: Full-screen video placements users see when they open the app.

3. Hashtag challenges and branded effects: Encourage users to co-create content, driving massive engagement.

4. Influencer (KOL) collaborations: Work with trusted creators to localize your brand voice and connect with Chinese audiences.

5. Live-stream ads and shoppable videos: Allow users to buy directly during live shows — an essential format in Chinese marketing.

How International Companies Can Advertise on Douyin

1. Register or Partner with a Licensed Chinese Entity

Foreign companies cannot directly register an advertising account on Douyin without a legal Chinese entity.
The common options are:

• Partnering with a certified Chinese advertising agency

• Working through Douyin’s international reseller partners

• Setting up a local subsidiary or WFOE (Wholly Foreign-Owned Enterprise)

Agencies like DDS Media can help bridge the gap by managing campaign setup, localization, and compliance with China’s advertising laws.

2. Localize Your Creative and Messaging

Content that performs well on TikTok often fails on Douyin if it’s not localized.
To succeed:

• Use Mandarin subtitles and culturally relevant references.

• Focus on storytelling and emotions, Chinese audiences value authenticity and community-driven narratives.

• Test your creatives with Douyin analytics tools to optimize for engagement and conversions.

3. Understand Chinese Advertising Regulations

China enforces strict digital advertising and data laws, including:

• Cybersecurity Law

• Advertising Law

• Data Security Law

These require foreign advertisers to ensure content compliance, respect user data localization, and avoid sensitive topics. Working with local experts minimizes risk.

Cross-Border Advertising: Targeting Chinese Audiences Outside Mainland

If your target audience is Chinese-speaking users abroad (such as in Singapore, Malaysia, or the U.S.), you can still use TikTok Ads to reach them.

This strategy is known as cross-border marketing, it allows global brands to reach overseas Chinese audiences using the international TikTok platform while simultaneously running Douyin campaigns for mainland China.

Challenges and Risks to Consider

Before launching, be aware of these common pitfalls:

• Complex onboarding: Account setup and verification can take weeks.

• Censorship and moderation: Content approval is stricter than Western standards.

• Competition: China’s digital ad market is fast-moving and crowded.

• Localization costs: Translation, influencer partnerships, and creative adaptation add budget overhead.

Yet, with the right strategy, Douyin remains one of the most lucrative entry points into China’s 1.4 billion-person market.

Conclusion: TikTok Ads in China Means Douyin Strategy

If you’re planning to advertise on TikTok in China, remember:
TikTok and Douyin are separate worlds.

TikTok Ads cannot target users in mainland China. To succeed, international companies must pivot their strategy toward Douyin Ads, adapt their creative for local culture, and navigate China’s digital regulations with precision.

With the right approach and local partnerships, your brand can unlock the full power of China’s social commerce economy, one Douyin video at a time.

Are you ready to expand your reach ?