TikTok has rolled out a new Brand Consideration Ads feature designed to help advertisers connect more effectively with audiences based on their stage in the buying journey.
The feature expands TikTok’s Market Scope tool, which already allows advertisers to segment users into three key categories:
- Awareness
- Consideration
- Conversion
Now, with Brand Consideration Ads, marketers can target each segment with customized messaging, allowing for more personalized ad strategies on the platform.
What Are TikTok Brand Consideration Ads?
TikTok’s new ad format focuses specifically on users in the consideration stage of the sales funnel—those who are aware of a product but haven’t made a purchase yet.
Using TikTok’s audience intelligence tools, advertisers can now:
- Segment viewers by purchase intent
- Deliver ads tailored to mid-funnel behaviors
- Align messaging with user mindset
This means businesses can reach users who are actively evaluating options, improving the efficiency of ad spend and boosting conversion potential.
Why It Matters for Marketers
The addition of Brand Consideration Ads offers a valuable new layer of targeting. Instead of using a one-size-fits-all approach, brands can now shape messaging based on where users are in their decision-making process.
For example:
- Someone in the Awareness stage might see a light, entertaining intro to a brand
- A user in the Consideration stage may receive a demo or customer review
- Someone in the Conversion stage might get a time-limited offer or incentive
TikTok Shares Insights and Early Results
TikTok has released an infographic and overview outlining how Brand Consideration Ads perform in early testing. While complete data is still emerging, TikTok reports positive engagement metrics, particularly in:
- Click-through rates (CTR)
- Time spent viewing
- In-app purchase signals
These results suggest that stage-specific targeting increases user response—and offers brands a smarter way to manage their TikTok ad strategy.
How to Get Started
To explore Brand Consideration Ads, marketers can access the feature through TikTok Ads Manager. From there, you can:
- Define your campaign objective
- Select the “Consideration” stage
- Tailor your creatives for mid-funnel audiences
- Analyze performance using TikTok’s reporting tools
This rollout is expected to be a game-changer for eCommerce brands, app developers, and even local businesses looking to scale efficiently through the platform.
