The new campaign objective will help brands reach users in the critical mid-funnel stage of their customer journey — from discovery to decision.
Singapore – TikTok, the leading destination for short-form videos, today announced the launch of Brand Consideration across the Asia-Pacific (APAC) region — a new campaign objective on TikTok, designed to help brands grow their high-intent audience pool — users who are already showing meaningful signs of exploration and engagement. These audiences are identified through an index of over eight in-platform behaviors such as commenting, in-app searches, content shares, follows, and product card clicks — all tracked natively within TikTok’s ecosystem.
Historically, marketing strategies have prioritised top-of-funnel awareness and bottom-of-funnel conversions, often overlooking the consideration phase, where users actively evaluate and compare brands. On TikTok, 28% of a brand’s consideration-stage users are more likely to prefer them over competitors [1]. They also drive tangible business results — contributing 46% of gross merchandising value (GMV), converting up to 14x more than awareness-stage audiences [2]. (Sources: [1] TikTok Market Scope analysis, average of pilot clients across SEA. 2024 Jan – Dec. [2] TikTok Market Scope analysis, across SEA, 2025 Feb-Mar. Results reported with >95% significance.)
“The introduction of Brand Consideration marks a meaningful step in solving a longstanding challenge in digital marketing — identifying and engaging users who are actively evaluating,” said Andy Yang, Global Head of Creative and Brand Ads at TikTok. “By surfacing these high-intent moments, brands can act more precisely and confidently, making spend go further, and strategy go deeper.”
Consumer journeys are no longer linear. A TikTok discovery often sparks a cascade of exploratory actions — from watching creator reviews and reading comments to searching and saving content. Meanwhile, marketers are being pushed to prove efficiency and scale performance, all while managing tighter budgets.
Brand Consideration addresses this challenge by helping marketers focus on users who are already in the decision-making process, stabilising and even lowering cost-per-acquisition (CPA), and unlocking more efficient full-funnel performance.
Proven Results Across the Region
Brand Consideration has proven to be a powerful tool for driving engagement and meaningful business outcomes, as demonstrated by successful campaigns across the region.
In Indonesia, Brand Consideration was a core component of a leading beauty brand’s strategy to grow its mid-funnel audience. By shifting budget emphasis toward Brand Consideration, the brand achieved a 10% increase in new consideration audiences, while also exceeding key benchmarks — including a 46% lower CPCo and 72% increased efficiency in consideration audience acquisition.
Similarly, in Thailand, another brand leveraged Brand Consideration to expand its mid-funnel audience of users actively evaluating their options. By harnessing both Brand Consideration and Shop Ads, the brand effectively expanded reach and significantly outperformed industry benchmarks — achieving a 22.5% lower CPCo and 18.5% increased efficiency in consideration audience acquisition.
A Full-Funnel Advantage, Only on TikTok
Brand Consideration provides brands with the ability to engage users throughout the entire customer journey, especially in the consideration phase. This capability is enhanced by TikTok’s comprehensive marketing ecosystem, including:
- TikTok Market Scope: A proprietary measurement platform offering full-funnel analytics, audience diagnostics, and performance insights.
- TikTok Symphony: GenAI-powered tools that accelerate the production of high-quality, effective creatives.
- TikTok One Creator Marketplace: A platform that connects brands with creators to craft authentic and engaging stories.
Get Started Today
Brand Consideration is now available in TikTok Ads Manager for advertisers enrolled in TikTok Market Scope, with no minimum spend required. Brands can take advantage of these to:
- Grow their pool of high-intent users,
- Monitor performance with real-time insights,
- Leverage TikTok-native storytelling and GenAI creative solutions to maximise impact.
For more information or to get started, brands can reach out to their TikTok client partner.
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