About 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. 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 goal¹.

(1) Q4 2025 Alpha and Beta test study.

Availability

• Region: Globally available

• Campaign buying type: Reach & Frequency

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

• Feed placement: Top Feed

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.

   • Note: Currently, only Top Feed is supported as the feed type for most customers.

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.