TikTok launches new campaign to target high-intent users in APAC

It aims to help brands reach active shoppers in the region.

TikTok has announced the regional rollout of Brand Consideration, a new campaign objective now available across the Asia-Pacific (APAC) region.

The initiative is designed to help advertisers better engage with high-intent users—those who are already demonstrating meaningful behaviors such as commenting, sharing, following, and clicking on product cards within the app. These in-platform activities are tracked natively through TikTok's ecosystem and are used to build an index that identifies users who are actively exploring and evaluating brands.

Andy Yang, global head of creative and brand ads at TikTok, said the new objective fills a gap in digital marketing by focusing on the consideration stage, which is often overlooked.

On TikTok, users in this stage are 28% more likely to prefer a brand over competitors and account for 46% of gross merchandise value (GMV). They convert up to 14 times more than users in the awareness stage.

In Indonesia, a beauty brand using Brand Consideration saw a 10% increase in mid-funnel audiences, a 46% drop in cost-per-click-out (CPCo), and a 72% gain in acquisition efficiency. In Thailand, another brand combining Brand Consideration with Shop Ads lowered CPCo by 22.5% and improved acquisition efficiency by 18.5%.

TikTok is backing this new campaign type with tools like Market Scope for analytics, Symphony for AI-generated creative, and the Creator Marketplace for brand-collaborator partnerships.

Brand Consideration is now available in TikTok Ads Manager for Market Scope users with no minimum spend. Brands can use it to grow high-intent audiences, track performance in real time, and create more effective campaigns.