Still using Custom Identity? Transition to a TikTok F.I.R.S.T. presence

TikTok is evolving its ad platform to prioritize authenticity and performance through account linking. Starting early 2026, Custom Identity will be phased out, making verified business accounts mandatory for all new campaigns. This shift ensures brands establish a legitimate, compliant presence, which TikTok can safeguard with age-gating and geo-fencing for restricted verticals like alcohol, gambling, and healthcare.

Verified accounts unlock organic capabilities (link in bio, lead gen, geo-targeting, multi-user login) and ad innovations like Smart+ Paid & Organic Optimization, which boosted ROI for over 60% of advertisers by 10%+. Additionally, 59.3% of advertisers saw cost per acquisition drop by at least 10% after linking accounts. For agencies, a new designation process allows them to formally claim buying agency status, ensuring accurate attribution for managed ad spend.

The F.I.R.S.T. framework provides a clear path: set up an Organization Account, integrate and link accounts in Business Center, assign roles, activate Spark Ads for native creativity, and track performance to optimize. Spark Ads, which transform organic posts into ad creatives, become essential post-Custom Identity.

Overall, linking accounts is the single most effective step to drive engagement, trust, and ROI on TikTok.