About the brand consideration objective

Last updated: February 2026

Brand consideration is a mid-funnel campaign objective that grows your pool of high-intent audiences in the consideration stage. When selecting this campaign objective, your campaign is set to optimize for the efficient acquisition of high-intent users in the consideration stage based on demonstrating clear brand interest through their engagement behavior.


How it works

Advertisers who gain access can select the brand consideration objective within the consideration group of objectives during campaign creation in TikTok Ads Manager. Once the brand consideration objective is selected, these campaigns use advanced modeling to assess historical behavior and automatically bid for users who are most likely to move from untapped or awareness audiences into consideration audiences. In contrast to other consideration stage objectives such as video views or traffic that optimize for those singular behaviors, the brand consideration objective optimizes for a combination of factors that drive brand interest.


Benefits

  • Optimize for high-intent users: Identify and engage users who demonstrate strong interest through multiple behaviors—such as sharing, liking, commenting, searching, or repeatedly watching videos—using a rigorous, data-backed methodology to grow brand love and fuel future conversions.

  • Bridge awareness and conversion: Close the mid-funnel gap by activating high-intent users with a full-funnel audience strategy, moving them across the funnel.

  • Focus spend to accelerate path to conversion: Expand your targeting pool to reach net-new mid-funnel audiences while maintaining cost efficiency and keeping CPA stable.


Availability

Brand consideration ads are available to select customers who must first onboard onto TikTok Market Scope, a TikTok audience insights platform for measuring awareness, consideration, and conversion audiences. Please contact your TikTok sales representative for access. Learn more about TikTok Market Scope.


Learn more

Learn how to measure consideration audiences using TikTok Ads Manager and TikTok Market Scope.