About the video views objective and focused view optimization
The video views objective allows you to drive brand impact by reaching users in the TikTok feed who pay greater attention to your ad. Use this objective when you want to go beyond audience reach and show your ad to users who are more likely to show interest in your video. Because TikTok is a uniquely engaging platform with demonstrated longer view times and immersiveness, the video views objective is optimized for a metric called focused view.
Features
Selecting the video views objective optimizes your ad for focused view. A focused view is counted when one of the following happens:
A user watches your ad for at least 6 seconds, which counts for our "6s focused view" metric, or for at least 15 seconds, which counts for our "15s focused view" metric.
A user watches your ad to completion when its original length is at least 6 seconds and they are using accelerated view.
A user makes a positive interaction with your ad within the first 6 seconds.
The bidding method for the video views objective is cost per focused view.
Note: Focused view ad group frequency is capped at 7 times per 7 days.
Focused view options
Focused view is available in three options: 6s, 15s, and 15s with the video completion rate toggle. The right option depends on your creative length and campaign goal. Use the following recommendations to choose the option that fits your video.
Focused view option | Creative length | When to use it | Billing event (whichever comes first) |
6s focused view | 1 to 6 seconds | You want efficient, scalable reach at the optimal view length for brand recall. | A user watches your ad for at least 6 seconds. A user watches your ad to completion when the creative is under 6 seconds. A user makes a positive interaction within the first 6 seconds. |
15s focused view | 7 to 15 seconds | You want longer views and higher video completion rates. | A user watches your ad for at least 15 seconds. A user watches your ad to completion when the creative is under 15 seconds. A user makes a positive interaction within the first 15 seconds. |
15s focused view with the video completion rate toggle | 16 to 60 seconds | You want completed views of your full video. | A user watches your ad to completion. A user makes a positive interaction within the first 15 seconds. |
Note: Interactions within the first second of the video are not counted as a focused view and are excluded from billing.
The video completion rate toggle
The video completion rate (VCR) toggle is an enhancement for 15s focused view. When you turn it on, your campaign optimizes for completed views so that more users watch your full video. This option works best for longer creatives between 16 and 60 seconds. To find the VCR toggle:
Create a new campaign or modify a campaign within TikTok Ads Manager.
After completing campaign settings and while editing ad group settings, scroll to the Optimization and bidding module and find the Goal dropdown.
Select 15-second views in the dropdown and the Optimize video completion toggle will appear underneat the dropdown.
Note: Because it optimizes for full video completions, your cost per focused view may be slightly higher than 15s focused view without the toggle.
Start a video views objective campaign in TikTok Ads Manager
Use the following link to jump straight into your TikTok Ads Manager account with the video views objective pre-selected.
Learn more about the video views objective
Learn how to set a frequency cap on ad groups for video view campaigns that are optimizing for focused view.
Explore the Intro to driving consideration on TikTok course on TikTok Academy to learn how the video views objective, along with other consideration objectives, helps drive engagement and intent for your business.
