TikTok launched Brand Consideration ads, and honestly, it’s about time someone paid attention to the awkward middle child of marketing funnels. You know the one; that crucial stage between “Oh, that looks interesting” and “Take my money!”

Most marketers obsess over awareness (getting eyeballs) and conversion (getting sales), but what about that messy middle where people are actually deciding whether they like you? TikTok thinks that’s where the real magic happens.

Here’s the thing about consideration: it’s where most marketing strategies go to die. You’ve got someone’s attention, they’re interested enough to stick around, but they’re not quite ready to buy. What do you do with them? Most brands either blast them with the same awareness-level content (boring) or jump straight to hard-sell conversion tactics (pushy). 

TikTok’s Brand Consideration ads are designed to fill that gap with messaging that actually matches where people are in their buying journey. Brand Consideration builds on TikTok’s Market Scope insights, which already segments audiences into “Awareness,” “Consideration,” and “Conversion” stages. The new ad format lets you create different campaigns for each group with targeted messaging.

So instead of showing the same ad to everyone, you might show product demos to consideration audiences, share brand stories to awareness audiences, or offer discounts to conversion-ready users.

It’s not revolutionary, but it’s smart. And on a platform where people’s attention spans are measured in seconds, matching your message to their mindset could make all the difference.

You can read more here.