TikTok Market Scope: Your source for actionable audience insights

TikTok Market Scope

We've all faced the challenge of identifying our most valuable audiences, understanding how they move through the funnel, and uncovering what type of content truly influences their decisions. Too often, we've relied on fragmented insights and educated guesses to make critical decisions.

That's why we built TikTok Market Scope, a powerful insights and analytics tool designed to show who your brand is reaching, how they're engaging, and what's resonating at every stage of the funnel.

With TikTok Market Scope, you get:

• 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.

• A unified view of your brand's paid and organic content performance, powered by a data-driven framework, to understand what resonates most and what's not working.

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

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.

Two distinct 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 both paths. Now, TikTok Market Scope displays two distinct funnels: 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.

IP-level funnel 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. Access is allowlist-only. Reach out to your TikTok Partner to get started.

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.

Latest updates

Brand Consideration is rolling out new delivery and integration updates to help advertisers build stronger consideration audiences and drive downstream performance.

Now optimized for consideration and attention

Previously, the Brand Consideration objective optimized solely for cost per consideration. With this update, delivery now balances cost per consideration with six-second view-through rate, helping brands reach high-intent audiences who are also more likely to watch. This means Brand Consideration ads now balance attention and intent, helping advertisers drive stronger mid-funnel performance and unlock full-funnel strategies. This update is currently available in the US and requires onboarding to TikTok Market Scope. Contact your TikTok partner to request access to Brand Consideration ads.

Traffic Integration

Consideration signals are now available within the Traffic objective in TikTok Ads Manager. Previously, Traffic optimized primarily for clicks, landing page views, and engaged sessions, with delivery focused on people most likely to tap an ad and drive visits, without factoring in deeper consideration signals. With this update, 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 toward 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 through rich audience tags and target them through TikTok Ads Manager campaigns to drive results.

Bonus? 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

Finding your most valuable audience is everything, and TikTok Market Scope makes it scientific. Using a rigorous, data-backed methodology, TikTok Market Scope tracks 12+ signals to identify your Consideration audience who are 14-16x more likely to convert than those in the awareness stage.¹

Now we're making it even easier to grow this audience with the launch of Brand Conversion ads (available in select markets). This new mid-funnel ad objective in TikTok Ads Manager, powered by TikTok Market Scope, is built specifically to grow your pool of high-intent audiences and fuel future conversions.

3. Evaluate your brand impact on TikTok

TikTok Market Scope also gives you a more holistic breakdown of your brand health with its Brand Perception Module. In this module, you're able to 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.² 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.

Want more details? Download the one-pager for a deeper look at everything Market Scope offers.

1. Source: TikTok Market Scope analysis, SEA, Feb-March 2025

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