TikTok continues to suggest that it’s more than a place to spark brand awareness; it’s a full-funnel growth engine for ecommerce brands ready to turn attention into measurable action. With its latest updates to branding solutions, TikTok is giving marketers even more tools to guide customers from discovery to purchase.
Here’s a breakdown of what’s new, why it should matter to you, and how you can leverage these updates in your own strategy.
Smarter Audience Targeting with Market Scope
What’s new?
TikTok has launched Market Scope, a first-party analytics platform designed to help you identify, segment, and activate audiences across every stage of the funnel.
Key capabilities include:
Audience Assets: break down your funnel audiences, measure vertical penetration, and build custom audiences you can push straight into TikTok Ads Manager.
Brand Perception: understand what TikTok users are saying about your brand or category to inform messaging and improve sentiment.
Merchandise: spot trending products, adjust pricing strategies with live category data, and shape high-converting messaging using keyword and audience insights.
Why it matters for ecommerce brands
It can be costly to rely on guesswork when launching campaigns. It seems that Market Scope aims to support the building of hyper-relevant audiences, refinement of your creative based on sentiment, and spotting new product opportunities.
Actions to take:
Regularly audit your audience segments in Market Scope to see where there are gaps in mid- or lower-funnel audiences.
Monitor sentiment data to proactively address negative perceptions or double down on what’s working in your creative.
Use merchandise trend data to inform product positioning and even merchandising priorities on your store.
New “Brand Consideration” Campaign Objective
What’s new?
TikTok introduced Brand Consideration as a new campaign objective focused on mid-funnel engagement. Instead of stopping at awareness, this aims to help you target audiences who are actively exploring, researching, and comparing options.
TikTok claims to identify these mid-funnel audiences through 12+ in-platform behaviours, including commenting, searching, following, sharing, and clicking product cards. That means you could be reaching people who are already leaning in, making them more likely to convert than pure awareness audiences.
Why it matters for ecommerce brands
The consideration stage is often where purchase decisions solidify. Targeting high-intent explorers gives you a strategic opportunity to nudge shoppers with relevant messaging, offers, or product education right before they buy.
Actions to take:
Test Brand Consideration campaigns with messaging tailored to comparisons, reviews, or user-generated content that builds trust.
Segment your creative to speak directly to mid-funnel signals — for example, highlight unique product benefits or brand differentiators.
Layer retargeting strategies on top of Brand Consideration to close the loop and drive users to conversion.
TikTok continues to suggest that it’s more than a place to spark brand awareness; it’s a full-funnel growth engine for ecommerce brands ready to turn attention into measurable action. With its latest updates to branding solutions, TikTok is giving marketers even more tools to guide customers from discovery to purchase.
Here’s a breakdown of what’s new, why it should matter to you, and how you can leverage these updates in your own strategy.
Smarter Audience Targeting with Market Scope
What’s new?
TikTok has launched Market Scope, a first-party analytics platform designed to help you identify, segment, and activate audiences across every stage of the funnel.
Key capabilities include:
Audience Assets: break down your funnel audiences, measure vertical penetration, and build custom audiences you can push straight into TikTok Ads Manager.
Brand Perception: understand what TikTok users are saying about your brand or category to inform messaging and improve sentiment.
Merchandise: spot trending products, adjust pricing strategies with live category data, and shape high-converting messaging using keyword and audience insights.
Why it matters for ecommerce brands
It can be costly to rely on guesswork when launching campaigns. It seems that Market Scope aims to support the building of hyper-relevant audiences, refinement of your creative based on sentiment, and spotting new product opportunities.
Actions to take:
Regularly audit your audience segments in Market Scope to see where there are gaps in mid- or lower-funnel audiences.
Monitor sentiment data to proactively address negative perceptions or double down on what’s working in your creative.
Use merchandise trend data to inform product positioning and even merchandising priorities on your store.
New “Brand Consideration” Campaign Objective
What’s new?
TikTok introduced Brand Consideration as a new campaign objective focused on mid-funnel engagement. Instead of stopping at awareness, this aims to help you target audiences who are actively exploring, researching, and comparing options.
TikTok claims to identify these mid-funnel audiences through 12+ in-platform behaviours, including commenting, searching, following, sharing, and clicking product cards. That means you could be reaching people who are already leaning in, making them more likely to convert than pure awareness audiences.
Why it matters for ecommerce brands
The consideration stage is often where purchase decisions solidify. Targeting high-intent explorers gives you a strategic opportunity to nudge shoppers with relevant messaging, offers, or product education right before they buy.
Actions to take:
Test Brand Consideration campaigns with messaging tailored to comparisons, reviews, or user-generated content that builds trust.
Segment your creative to speak directly to mid-funnel signals — for example, highlight unique product benefits or brand differentiators.
Layer retargeting strategies on top of Brand Consideration to close the loop and drive users to conversion.
