Beyond awareness: TikTok's evolving brand solutions
Our brand-building platform keeps getting better.
Brands on TikTok don't just break through; they resonate. By going beyond awareness, TikTok allows advertisers to effectively engage audiences and guide them down the funnel—driving real growth at the moments that matter most.
TikTok is always iterating on and evolving its suite of solutions to allow advertisers to break through on TikTok, scale with confidence, and resonate at the exact moment it counts—the decision-making moment. Let's explore the latest additions and enhancements to the branding solutions available on TikTok.
Unlock audience insights with Market Scope
Ready to say "goodbye" to guesswork and "hello" to smarter and more strategic marketing? Meet TikTok Market Scope, our first-party analytics platform that helps you identify, understand, and activate your audiences across every stage of the funnel on TikTok. Insights include:
Audience Assets: Break down and segment your brand's audience across each stage of the funnel, measure your vertical penetration, and build custom audiences that you can port directly into TikTok Ads Manager.
Brand Perception: Learn what users are saying about your brand and vertical so you can efficiently use marketing dollars to improve your brand's image and sentiment on the platform. Use these insights to develop creative assets or work with identified creators proven to be effective among your highest value audiences.
Merchandise: Identify business growth and revenue opportunities like never before. Understand what is trending or top-selling in your product category, refine your pricing strategy with real-time categorial data, and leverage keyword trends and audience insights to craft high-converting messaging and optimize content strategies.
Learn more about Market Scope here.
Fuel future conversions with Brand Consideration ads
The consideration phase — where users compare options and form brand preferences — has often been overlooked in marketing. Yet this consideration stage plays a crucial role in shaping consumer decisions and brand perception, with consideration-stage audiences converting up to 14-16x more than awareness-stage audiences.¹
Brand Consideration is a new campaign objective on TikTok, designed to help brands grow their high-intent, mid-funnel audience pool — users who are already showing meaningful signs of exploration and engagement. These audiences are identified through a rigorous, data-backed methodology looking at 12+ in-platform behaviors like commenting, in-app searches, content shares, follows, and product card clicks — all tracked natively within TikTok’s ecosystem.
Brand Consideration ads also leverages TikTok's first-party organic and paid signals across user, brand, creator, and professionally-generated content to build dynamic audience segments that reflect real-time interest.
Reach and engage more customers with TopView
TopView continues to be one of our platform's most premium solutions for brands looking to build high-impact awareness by captivating audiences with their message. It's our most visible placement, serving as the very first video people can see when they open the app. And now we're launching some new enhancements to TopView, giving you even more control and interactivity.
What's new
TopView now has a new feature allowing brands to maximize reach, making sure you are in front of the largest possible audience the day your ad runs, while staying cost-efficient. This new lever guarantees your TopView will be seen by 100% of the available audience on the day it runs, without needing to buy every impression that day. More eyes plus more efficient spending equals a win-win.
Did you know that campaigns with Interactive Add-Ons, on average, drive a 34% uplift in engagement?² That's why we're excited to launch a new gift box-style Interactive Add-On that users can tap to redeem exclusive offers, gift codes, or other surprises on your landing page. The new add-on will be available to advertisers as part of our sponsorship packages.
Want more details? Visit the Business Help Center or download the one-pager for a deeper look at everything TopView offers.
Link upper-funnel campaigns to TikTok Shop
TikTok's brand ads do more than capture the attention of millions—they ignite action. Now you can link your branding ads directly to your TikTok Shop and instantly turn awareness into action by guiding viewers from your upper funnel campaigns straight to your product detail pages or product homepages for deeper exploration. It's the perfect way to move users from discovery to interest to purchase in seconds. This feature is now live in all where TikTok Shop is available.
Stay tuned for more throughout 2025
We will continue to update and expand our branding solutions suite throughout 2025 and beyond. Stay tuned for even more updates and advancements arriving later this year!
Want more details? Download the one-pager for a deeper look at everything this solution offers.
TikTok Market Scope analysis, SEA, Feb-March 2025
TikTok Internal Data, 2024