For years, marketing strategies have long emphasised building awareness at the top of the funnel and driving conversions at the bottom. The consideration phase — where users compare options and form brand preferences — has often been overlooked. Yet this consideration stage plays a crucial role in shaping consumer decisions and brand perception.

On TikTok, 28% of a brand's consideration-stage users are more likely to prefer them over competitors [1]. They also drive tangible business results — contributing 46% of gross merchandising value (GMV), converting up to 14x more than awareness-stage audiences [2].

(Sources: [1] TikTok Market Scope analysis, average of pilot clients across SEA. 2024 Jan - Dec. [2] TikTok Market Scope analysis, across SEA, 2025 Feb-Mar. Results reported with >95% significance.)

Despite this, many campaigns continue to bypass this phase — focusing either on broad reach or pushing directly for conversions. This results in missed opportunities, inefficient media spend, and lower overall impact.

“The introduction of Brand Consideration marks a meaningful step in solving a longstanding challenge in digital marketing - identifying and engaging users who are actively evaluating,” said Andy Yang, Global Head of Creative and Brand Ads at TikTok. “By surfacing these high-intent moments, brands can act more precisely and confidently, making spend go further, and strategy go deeper.”


What is Brand Consideration?

Brand Consideration is a new campaign objective on TikTok, designed to help brands grow their high-intent audience pool — users who are already showing meaningful signs of exploration and engagement. These audiences are identified through an index of over eight in-platform behaviours such as commenting, in-app searches, content shares, follows, and product card clicks — all tracked natively within TikTok’s ecosystem.

Brand Consideration will also leverage TikTok's first-party organic and paid signals across user, brand, and professionally-generated content to build dynamic audience segments that reflect real-time interest.

Why Now: A Shift in Consumer Behaviour and Marketing Pressure

Consumers rarely convert after a single touchpoint. A TikTok discovery often starts a journey — watching creator reviews, reading comments, searching for the brand, or saving content for later. During the consideration phase, users actively evaluate their options, inching closer to making a decision. For marketers, this period brings added pressure to maximize the effectiveness of every dollar spent. Budgets must generate greater impact with consistent results, while maintaining efficiency and predictability in Cost per Consideration (CPCo).

Brand Consideration directly addresses this challenge by enabling brands to target high-intent users, lower CPCo, and unlock more sustainable full-funnel performance.

The Proof: Scaling High-Intent Audiences Sustainably

Brand Consideration has proven to be a powerful solution for growing high-intent audiences and driving meaningful business outcomes, as evidenced by successful campaigns across the region.

In Indonesia, Brand Consideration was a core component of a leading beauty brand’s strategy to grow its mid-funnel audience. By shifting budget emphasis toward Brand Consideration, the brand achieved a 10% increase in new consideration audiences, while also exceeding key benchmarks — including a 46% lower CPCo and 72% increased efficiency in consideration audience acquisition.

Similarly, in Thailand, another brand leveraged Brand Consideration to expand its mid-funnel audience of users actively evaluating their options. By harnessing both Brand Consideration and Shop Ads, the brand effectively expanded reach and significantly outperformed industry benchmarks — achieving a 22.5% lower CPCo and 18.5% increased efficiency in consideration audience acquisition.

Both brands leveraged TikTok-native creator storytelling to engage high-intent audience users, demonstrating how Brand Consideration can fuel both stronger engagement and great campaign efficiency.

These results reinforce a simple point: when brands connect with the right audience at the right time, performance scales — efficiently and sustainably.

A full-funnel advantage, only on TikTok

Brand Consideration gives brands an efficient and effective way to engage users across the entire customer journey — from discovery to decision. This includes the consideration stage, which has often been the hardest to reach but is critical for driving outcomes.

What sets TikTok apart is how marketers can win the Consideration moment by tapping into the full power of its ecosystem:

  • TikTok Market Scope: Track high-intent audience growth and optimise strategy with real-time analytics and full-funnel measurement available on the proprietary measurement and diagnostic platform. Benchmark Consideration penetration, identify new high-opportunity audience segments, analyse impact of creator and media investments and more.
  • Creatives: Solutions like the TikTok Symphony suite help brands produce effective, high-quality content quickly using GenAI-powered solutions.
  • Creators: The TikTok One Creator Marketplace makes it easy to collaborate with creators who can share authentic brand stories and drive deeper engagement.

Brand Consideration is designed to help brands move beyond visibility and deliver measurable results.

How to get started

Brand Consideration is now available in TikTok Ads Manager for advertisers enrolled in TikTok Market Scope. No minimum spend is required, making them accessible for brands of all sizes.

Once onboarded, brands can look forward to:

  • Growing a high-intent audience in the Consideration stage — strengthening brand relevance upstream and boosting conversion efficiency downstream.
  • Using real-time insights from Market Scope to monitor Consideration audience growth and optimise campaign performance across the funnel.
  • Harnessing TikTok’s full ecosystem — from scalable creative production to authentic creator storytelling — to deliver quality at speed, drive deeper resonance, and maximise impact.

Brands can reach out to their TikTok client partner to get started.