TikTok Market Scope: Your source for actionable audience insights

We've all faced the challenge of identifying our most valuable audiences, understanding how they move through the funnel, and uncovering which types of content truly influence their decisions. That's why we built TikTok Market Scope, a powerful insights and analytics tool that shows who your brand is reaching and how they're engaging with your content.

Think of it as your full-funnel command center, combining paid, organic, and branded data to reveal where audiences are in their decision-making journey, from awareness to consideration to conversion. It helps brands understand the shift from "I've never heard of you" to "I'm considering you" to "I'm buying right now," while uncovering the types of content that affect those decisions.

With TikTok Market Scope, you get:

• A unified view of your brand's paid and organic content performance, powered by a data-driven framework.

• Access to data-backed insights to learn exactly where your audiences are on their decision-making journey.

• Behavioral insights to understand what influences high-intent audiences, guiding them from brand discovery to action.

• Industry insights tailored to your vertical.

• Market insights with brand performance data to better understand how to fuel your bottom line with the right media solutions.

Taken together, these insights provide a clearer picture of your brand's consideration audiences—those who demonstrate strong interest. Measurement platform InMarket analyzed retail campaigns on TikTok and found that consideration audiences over-indexed on store visits (1.8x) and sales response (1.5x),¹ while Circana's analysis of CPG campaigns revealed that consideration audiences drove 4.2x higher incremental sales than awareness audiences, and 4.4x higher incremental sales than untapped audiences.²

Latest updates

TikTok Market Scope is evolving to provide greater industry-level context and insights to help brands better move audiences from awareness to consideration to conversion.

Upgraded Brand Perception module

The Brand Perception module has been updated with new capabilities that help brands spot emerging trends, understand competitor activity, and identify untapped demand within their category. These insights give marketers a clearer view of which products and themes are gaining traction, how they connect to performance, and where additional investment may drive greater impact.

By combining market context with competitive and content-level insights, Brand Perception helps brands make more informed decisions on TikTok. Marketers can use these insights to prioritize stronger content opportunities, allocate budget more efficiently, and evaluate post-campaign performance with greater precision.

Tentpole Strategy

Tentpole Strategy is a new sub-module within the Brand Perception tab that surfaces traffic trends and key tentpole moments (Black Friday, Back to School, etc.) to help internal teams and clients align campaign timing, maximize product exposure, and optimize budget allocation for more effective pre-planning and growth.

Customers without Tentpole Strategy rely on manual planning for key events using industry reports or past campaign data. This limits access to real-time audience behavior and insights. With Tentpole Strategy, advertisers can view traffic trends, search spikes, and content performance, enabling earlier, more informed planning.

Two distinct audience funnels for TikTok Shop and web

Previously, brands could only view one purchase path at a time—either TikTok Shop* or web payments. This resulted in an incomplete picture of how people moved across the two paths. Now, TikTok Market Scope displays two distinct views on a single dashboard: one for in-app purchases through TikTok Shop and one for website conversions. This provides a clearer view of how TikTok drives demand both in-app and off-platform, helping you plan, invest, and optimize with the full picture in mind.

*TikTok Shop not currently available in Canada

E-commerce insights

Market Scope's e-commerce insights capabilities have been enhanced to provide a more holistic view of performance. This helps brands and sales teams optimize growth on and off TikTok with data-driven strategies and expand visibility into open-loop e-commerce, providing a more complete picture of business impact.

The expanded insight dimensions include:

• Buyer Analysis: Deeper understanding of customer cohorts and purchase behavior.

• Competitive Landscape: A clearer view of market share and competitor performance.

• Store Diagnosis: Actionable insights to optimize TikTok Shop presence.

• Livestream Performance: Granular analysis of livestreaming effectiveness.

IP-level audience insights for theatrical brands

Theatrical advertisers can now see funnel movement at the individual movie or show (IP) level in TikTok Market Scope. That means studios can track awareness, consideration, and ticket purchases per title, and better spot momentum and funnel drop-off by release.

Improved industry analysis

Industry Analysis helps brands understand TikTok user behavior within their category, including trends, audience movement, and competitive context. For telco brands, a new User Migration Analysis reveals how many users switched from competitors to your brand, and where those gains came from. This telco view is the first in a series of industry-specific modules, with versions for mobile phone and commerce brands coming soon.

Brand Consideration ads

Powered by TikTok Market Scope, Brand Consideration is a mid-funnel objective in TikTok Ads Manager that helps you build and scale your consideration audiences. It's designed to optimize for high-intent users who demonstrate strong brand interest through behaviors like sharing, liking, commenting, searching, or repeatedly watching your videos. By tapping into these signals, Brand Consideration helps you bridge the gap between awareness and conversion, activating engaged audiences and moving them down the funnel.

Optimized for consideration and attention

The Brand Consideration objective balances cost per consideration with 6-second view-through rate, helping brands reach high-intent audiences who are also more likely to watch. This means Brand Consideration ads balance attention and intent, helping advertisers drive stronger mid-funnel performance and unlock full-funnel strategies.

Traffic integration

Consideration signals are also available within the Traffic objective in TikTok Ads Manager. Advertisers can toggle on consideration signals, allowing traffic campaigns to prioritize consideration audiences. The signals include cost per consideration and cost per new buyer, which optimizes for people who haven't purchased from the brand in the past 180 days.

Four smart ways to use TikTok Market Scope

1. Optimize your audience growth strategy at scale

Want a breakdown of your total TikTok audience, including who they are, how they move through the funnel, and what content drives action? The Audience Assets module in TikTok Market Scope does just that. In this module, you're able to:

• Measure, track, and analyze your audience at each stage of the funnel.

• Gain a comprehensive understanding of your brand's penetration among vertical-specific audiences.

• Build custom audience sets using rich audience tags, then target them through TikTok Ads Manager campaigns to drive results.

You can use these insights to map media solutions to audience behavior based on your campaign goal.

2. Turn interest into intent with Brand Consideration ads

Consideration audiences are leaned-in and primed to act on TikTok, and with Brand Consideration, you can finally activate them with precision. Powered by TikTok Market Scope, Brand Consideration leverages engagement signals, such as shares, comments, searches, and repeat views, to identify audiences that have shown a genuine interest in your brand. That means you can scale mid-funnel audiences more efficiently and maintain momentum from awareness to conversion.

3. Evaluate your brand impact on TikTok

TikTok Market Scope also provides a more holistic breakdown of your brand health through the Brand Perception module. In this module, you can measure how your brand shows up in the market with real-time insights into your brand sentiment and share of voice. You're even able to fuel your content strategy with insights into what's trending in your vertical, including top videos, popular searches, and standout creators.

4. Boost sales with smarter product insights

Ready to level up your TikTok Shop? TikTok Market Scope's Merchandise module gives you powerful product and category insights to unlock new growth and revenue opportunities.³ Discover what's trending in your category—based on insights like sales volume, user demand, and market potential, so you can fine-tune your content strategy and keep the momentum going. Plus, with real-time data on pricing, gross merchandise value (GMV), and performance trends, you can sharpen your pricing strategy and stay ahead of the curve.

Ready to turn insights into impact? Connect with your TikTok partner today to unlock access and start driving smarter, data-powered growth with TikTok Market Scope.

Notes:

1. Source: 2025 TikTok + InMarket Lift TikTok Market Scope 3P Validation Analysis, Retail Vertical Response Index Calculation = % of User Contribution / % of StoreVisits|Sales Contribution and 1.5x stronger sales response.

2. Source: 2025 TikTok + Circana Sales Lift TikTok Market Scope 3P Validation Analysis, CPG Vertical (FBA and Beauty/Care), Response Index Calculation = 100 x % Contribution to Incremental Sales / % Reached Households

3. The Merchandise Module is only available to TikTok Shop clients.