Businesses that use TikTok for advertising are now able to use a new feature called Brand Consideration Ads. This feature creates audience segments for creators and businesses, according to where users are in the discovery and purchase journey.
The idea is to let businesses know which users and prospective customers are in the ‘awareness’, ‘consideration’ and ‘conversion’ stages. Using this information they can then tailor the ad so its messaging aligns with the users exposure to the brand.
The Benefits of the Brand Consideration Model
TikTok claims that using this feature will help businesses to widen their pool of potential customers in the ‘consideration’ zone.
It recognises that those in this middle zone are the most likely to convert and be viewed as a captive audience for future releases and campaigns.
This strategy, known as the middle funnel strategy, can multiple the visibility and exposure of every ad you share. Combined with purchased views from a reputable source, and high level content, it’s a way to consistently appeal to a group of users that are ready and willing to make a purchase from you.
Consider this feature a little push in the right direction!
