TikTok launches a new ad objective "Brand Consideration" to enhance brand effectiveness in the grass-planting stage

In the consumer decision-making process, the "grass-planting" stage plays an important role in promoting the purchase decision and forming brand awareness. TikTok data shows that platform users in the "grass-planting" (Consideration) stage are 28% more likely to favor a certain brand compared to users in the awareness stage. They also contribute 46% of the total transaction amount. The conversion efficiency is the highest and can be 12 times that of users in the awareness stage.

However, many brands still skip this phase in marketing, often focusing on broad reach or direct conversions. This results in misallocation of marketing resources, low budget efficiency, and a lack of linkage between brand building and sales conversion.

In response to this issue, TikTok has recently launched a new advertising objective - "Brand Consideration", aimed at helping brands to expand the pool of users with clear brand exploration and interaction intentions in the "grasping" stage, and to promote deep interaction.

It is reported that in identifying "grasping users", Brand Consideration has two major core innovations: first, it integrates users' comprehensive behavior in the TikTok ecosystem, including paid advertising, KOLs (Key Opinion Leaders), native content, e-commerce, and live streaming, thereby providing advertisers with the most comprehensive data analysis; Second, it includes a comprehensive definition of all high-quality behavioral indicators, such as comments, shares, follow-ups, and searches, among other real behavioral signals, allowing the system to scientifically judge the value of users to the brand, making grass-planting marketing more precise and simple.

According to TikTok, users' exploration on TikTok is more like a grass-planting journey: they may come across a product in a KOL video, go to the comments section to read reviews, further learn about brand information through searching, and even save content for later viewing. The entire "grass-planting" process is the critical stage for users to actively evaluate options and make consumption decisions. At the same time, brands also face greater pressure in advertising placements, such as the need for more efficient use of marketing budget, the need for expandable and sustainable scalability, and the need for efficient and predictable user consideration costs (CPCo).

Brand Consideration is introduced as a solution under this context. It helps brands focus on high-intention users in the "grass-planting" stage, stabilizes and reduces CPCo, and ultimately improves the overall efficiency of the marketing funnel from awareness to consideration and conversion.

Currently, Brand Consideration has officially launched in TikTok Ads Manager and is open to all advertisers who have joined TikTok Market Scope, with no minimum budget threshold, supporting flexible trial advertising for all types of brands. Once successfully launched, brands will gain high-intention user growth in the "grass-planting" stage and monitor the growth of grass-planting audience and optimize overall funnel performance through real-time insights in TikTok Market Scope.