TikTok Introduces Brand Consideration Ads: Enhancing Targeting in Customer Journey Marketing

| Editorial Team On 8 Jul, 2025

TikTok Launches New Brand Consideration Ads to Enhance Customer Journey Targeting

TikTok has unveiled its latest advertising solution, Brand Consideration ads, enabling marketers to target audiences more precisely based on their position in the purchase journey. The new feature, launched in July 2025, builds upon TikTok's existing Market Scope insights platform.

This innovation represents a significant advancement in TikTok's business marketing and advertising capabilities, allowing businesses to customize their messaging for users at different stages of the buying process – from awareness through to conversion.

Enhanced Targeting Capabilities

The new Brand Consideration ads system integrates with TikTok's Market Scope insights to segment audiences into three distinct categories:

Awareness stage viewers
Consideration stage prospects
Conversion-ready customers

Early performance data suggests improved engagement rates, though specific metrics haven't been publicly released. The platform's ability to distinguish between different audience segments enables advertisers to craft more relevant messaging for each group. For businesses looking to maximize their return on investment, implementing effective TikTok advertising strategies for ecommerce has become increasingly important.

Strategic Implementation for Marketers

Brand Consideration ads offer marketers several practical advantages for campaign optimization:

The system allows for variable messaging across different audience segments, helping brands maintain consistent communication while adjusting their approach based on customer readiness to purchase.

"This builds on TikTok's Market Scope insights, which can provide audience insight based on whether they're in the 'Awareness,' 'Consideration,' or 'Conversion' stage," notes Andrew Hutchinson, Content and Social Media Manager at Social Media Today.

Impact on Digital Advertising Landscape

The introduction of Brand Consideration ads reflects TikTok's growing sophistication in the digital advertising space. This development arrives as businesses increasingly seek more targeted and efficient ways to reach potential customers on social media platforms. Companies focusing on optimizing their ecommerce sales through enhanced customer targeting will find particular value in these new features.

According to TikTok's Business Blog, businesses using their advanced targeting features have seen an average increase of 40% in conversion rates compared to standard advertising methods.

The platform's enhanced targeting capabilities now include:

Behavioral Analysis: Understanding user interactions and content preferences
Purchase Intent Signals: Identifying users showing active interest in specific products
Custom Audience Segmentation: Creating targeted groups based on engagement levels

This advancement in social media advertising technology demonstrates TikTok's commitment to providing more sophisticated tools for businesses while maintaining user engagement through relevant content delivery.