For years, marketing strategies have long emphasised building awareness at the top of the funnel and driving conversions at the bottom. The consideration phase — where users compare options and form brand preferences — has often been overlooked. Yet this consideration stage plays a crucial role in shaping consumer decisions and brand perception.
As TikTok continues to dominate the short-form video space, the platform is stepping up its game for e-commerce. Recently, TikTok Asia-Pacific (APAC) launched a new advertising feature — “Brand Consideration” ads — designed to help sellers boost sales, increase visibility.
What Is the “Brand Consideration” Ad Feature?
Brand Consideration is a new campaign objective on TikTok, designed to help brands grow their high-intent audience pool — users who are already showing meaningful signs of exploration and engagement. These audiences are identified through an index of over eight in-platform behaviours such as commenting, in-app searches, content shares, follows, and product card clicks — all tracked natively within TikTok’s ecosystem.
“The introduction of Brand Consideration marks a meaningful step in solving a longstanding challenge in digital marketing – identifying and engaging users who are actively evaluating,” said Andy Yang, Global Head of Creative and Brand Ads at TikTok.“By surfacing these high-intent moments, brands can act more precisely and confidently, making spend go further, and strategy go deeper.”
Why This Matters for Sellers in Asia-Pacific？
For online sellers — especially those on platforms like Shopify, Shopee, Lazada, or Amazon — the APAC market is booming with mobile-first, video-savvy shoppers. TikTok’s new ad tool helps sellers tap into this audience by:
- Increasing brand visibility among potential buyers
- Driving qualified traffic to product listings or store pages
- Improving conversion rates through engaging video ads
- Leveraging regional insights for better ad performance
According to TikTok’s internal data, mid-funnel campaigns like these boost purchase intent by up to 40%, especially when paired with authentic content and localized messaging.
How Sellers Can Use It Effectively？
To get started with Brand Consideration Ads, here are a few tips for sellers:
- Use compelling visuals – Showcase your product in action through TikTok-native content styles (e.g., tutorials, unboxing, before/after).
- Collaborate with creators – Partner with micro-influencers in your niche to build trust.
- Target smartly – Use TikTok’s advanced targeting options (demographics, interests, behavior) to reach high-intent audiences.
- Track performance – Use TikTok Ads Manager to measure engagement, CTR, and conversions.
Conclusion
With TikTok’s continued expansion in Asia-Pacific, sellers now have a powerful new tool to capture attention during a critical stage in the buyer journey. Whether you’re an emerging brand or an established e-commerce seller, leveraging Brand Consideration Ads could be the next step in scaling your sales and growing your digital footprint.
