About View+ (6-second VTR) optimization for Reach & Frequency campaigns

Advertisers can drive deeper brand engagement on the TikTok platform with View+, an optimization goal setting that adds 6-second viewthrough rates as a secondary goal for TikTok ads.

Using this optimization has demonstrated performance benefits for advertisers:

• Top Feed campaigns that use the View+ optimization goal achieve 20% higher 6-second VTR with only marginal CPM increase compared to Top Feed campaigns that use the reach optimization goal.¹

• Pulse campaigns that use the View+ optimization goal achieved 70% higher VTR and 30% higher average watch time against standard Pulse campaigns.²

(1) Q4 2025 Alpha and Beta test study.

(2) TikTok Internal 6s VTR Study - Global, Dec 2025 - Jan 2026.

Availability

• Region: Globally available

• Campaign buying type: Reach & Frequency

  • Learn more about Reach & Frequency buying and its availability to customers.

• Feed placement:

  • Top Feed

    • Learn more about Top Feed.

  • Pulse Core (for Max Pulse and Pulse Category Lineups only)

    • Learn more about Pulse Core.

How to set a View+ optimization for Reach & Frequency campaigns

1. Log in to TikTok Ads Manager.

2. Create a new campaign.

3. Select Reach as your objective and Reach & Frequency as the campaign type.

4. Click Continue.

5. Under Content targeting, select your Feed type by clicking Edit.

6. Under Bidding and optimization, click the Optimization goal dropdown and select 6s view-through rate (View+) (previously referred to as 6s VTR).

Recommendation

View+ optimization is ideal for advertisers who want to maximize 6-second view-through rates for their Reach & Frequency campaigns for a marginal CPM increase. To further optimize for 6-second VTR, use the optimization goal in combination with view optimized delivery. Learn more about view optimized delivery and other advanced ads delivery methods for Reach & Frequency campaigns.