TikTok Ditches Custom Identity: F.I.R.S.T. Framework Promises Big Wins for Advertisers

TikTok's Big Ad Policy Shift: No More Flying Under the Radar

Imagine launching a high-stakes ad campaign on TikTok without ever building an organic presence. That's been possible through Custom Identity, but not for long. As of early 2026, TikTok is pulling the plug on this feature, forcing all advertisers to tie campaigns to verified profiles. The move, announced late last year, aims to amp up authenticity and trust on the platform. For marketers, it's a wake-up call: time to blend paid and organic strategies or risk getting left behind.

This isn't just a technical tweak. TikTok's betting that clearer brand visibility will boost engagement and performance. Already, some advertisers have lost access to Custom Identity, and the full phase-out hits soon. If you're still using it, your campaigns won't stop overnight, but new ones will require a shift. Why does this matter? In a platform where users crave realness, ads from verified accounts could mean fewer skeptics scrolling past your content.

Decoding the F.I.R.S.T. Framework: Your New TikTok Playbook

To smooth the transition, TikTok rolled out the F.I.R.S.T. framework—a step-by-step guide to unify your paid and organic efforts. It stands for Foundation first, Integrate & link accounts, Roles & responsibilities, Spark creativity, and Track & transform. Sounds straightforward, right? But implementing it could redefine how you approach the platform.

Start with Foundation first: Set up an Organization Account. This isn't your basic business profile; it's a secure hub for brands managing multiple accounts. No TikTok presence yet? Create one via app or web, then upgrade. It's quick, but skipping it means missing out on advanced tools.

Next, Integrate & link accounts. Head to Business Center and authorize connections. This unlocks Spark Ads, where you boost organic videos from your profile or creators. Without linking, you're stuck with generic uploads—less authentic, less effective.

Roles & responsibilities keeps things organized. Assign permissions so your team or agencies can access what they need without chaos. Think of it as TikTok's version of role-based access in tools like Google Workspace.

Then, Spark creativity. Use your brand's identity to activate content. Spark Ads let you turn top-performing organic posts into ads seamlessly. It's like giving your best reels a paid boost without recreating them.

Finally, Track & transform. Dive into analytics to see what's working. Optimize based on real data, then iterate. TikTok promises this setup leads to smarter strategies over time.

The framework isn't optional if you want full access. But for smaller teams, it's less daunting than it seems—most steps take minutes, not days.

Hard Numbers: How Linking Accounts Delivers Results

TikTok isn't making this change without proof. Backend tests from September 2025 show 59.3% of advertisers saw their cost per acquisition (CPA) drop by at least 10% after linking accounts. That's real money saved, especially when budgets stretch thin.

Dive deeper, and the wins stack up. Over 60% of users testing Smart+ Paid & Organic Optimization—a feature tied to linked accounts—reported a 10% or higher ROI boost. These aren't cherry-picked anecdotes; they're from platform-wide data.

Consider the broader picture. TikTok's ad revenue hit $18 billion in 2025, up 50% year-over-year, per eMarketer. With users spending more time on authentic content (average session: 52 minutes daily), ads that feel native perform better. Custom Identity let brands dip in anonymously, but that often led to mismatched creatives. Now, forced integration means campaigns align with your organic voice, potentially lifting engagement rates by 20-30%, based on similar shifts on Instagram.

This table highlights the tangible shifts. But remember, results vary by industry—e-commerce sees bigger CPA drops, while B2B might gain more in lead quality.

Brands Already Winning: Case Studies in Action

Don't just take TikTok's word—look at brands putting this to work. Take Doritos' Dinamita launch in 2025. They partnered with 88 Gen-Z creators for unhinged confession-style videos. Using Spark Ads to amplify top organic content from those creators' verified accounts, the campaign racked up 61 million views and over 428,000 engagements. Without Custom Identity, they'd have missed this organic-to-paid synergy, which turned a product drop into a cultural moment.

Another example: Dremel’s Blueprint tools rollout. Targeting DIY newbies, they tapped micro-influencers for demo reels. Linking accounts let them Spark Ad the best ones, driving 10.5 million views across platforms and a 1200% spike in social traffic. Retail sellouts followed, proving that verified ties enhance trust—users clicked through because the content felt genuine, not forced.

These cases show cause and effect: Linked profiles + Spark Ads = higher trust + better metrics. For marketers, it's a blueprint for replicating success, especially in competitive spaces like CPG or tools.

What if your brand's new to TikTok? Start small. Test linking on a low-budget campaign and track CPA changes. Early adopters like these are already ahead.

Making the Switch: Practical Tips for Marketers

Ready to adapt? Here's a no-fluff checklist:

• •Audit your setup: Log into Ads Manager. If Custom Identity shows, note your campaigns. Create or upgrade to an Organization Account today—it's free and takes under 10 minutes.

• •Link strategically: In Business Center, connect your TikTok profile. Test Spark Ads with an existing reel to see the interface.

• •Train your team: Assign roles via the dashboard. Use TikTok's November 2025 webinar recordings for guidance.

• •Test and scale: Run A/B tests: one campaign with linked Spark Ads, another without (while you can). Measure CPA and engagement.

• •Monitor features: Watch for Smart+ expansions—these could further edge out non-linked accounts.

Potential pitfalls? Accidental public posts from ad accounts—enable controls to avoid that. For agencies managing multiple clients, one TikTok profile can link to several Ads Managers, streamlining ops.

This transition might feel like extra work, but it's an opportunity. Platforms reward authenticity; TikTok's just enforcing it.

The Future of TikTok Ads: Authenticity as Your Edge

As Custom Identity fades, expect more emphasis on integrated strategies. TikTok's next moves could include AI tools for organic-paid blending, building on Smart+. Marketers who embrace F.I.R.S.T. now will lead when competitors scramble.

Why bet on this? User trust drives everything. With 1.5 billion monthly actives, TikTok's where trends ignite. Aligned campaigns won't just survive—they'll dominate. Start linking today, track those CPA dips, and watch your ROI climb. The platform's evolving; so should your approach.