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What is TikTok Market Scope?
With this tool, TikTok aims to offer a unified overview of user behaviour, organic and paid content performance, and current market trends. The objective is to solve advertisers’ chronic problem: fragmented data about customer behaviour and uncertainty about what actually works in campaigns.
TikTok promises insights into:
- Audience behaviour at different stages of the purchase funnel
- Which content genuinely drives conversions and which doesn’t
- Brand health – including sentiment, market share, and industry trends
- Product and pricing trends (exclusively for TikTok Shop clients)
The aim is to transform TikTok from merely a reach channel into a fully-fledged performance platform.
What Market Scope Offers Precisely
- Audience Assets Module A module focused on audience movement within the purchase funnel – from brand discovery through to conversion. It allows for audience segment tagging and direct targeting via TikTok Ads Manager. Particularly suitable for brands wanting to know exactly who responds to their content and how.
- Brand Consideration Adverts A new advert format targeting users in the middle stage of the funnel. This group already knows the brand but hasn’t yet made a purchase. TikTok claims this group has a 14 to 16 times higher chance of conversion compared to users in the initial interest phase. The format is currently available only in selected markets.
- Brand Perception Module This module serves primarily larger brands. You’ll gain insights into brand perception, competition, and which searches and creators currently resonate within your industry. It can assist with creative development or brand strategy building.
- Merchandise Module (TikTok Shop Only) An exclusive module for TikTok Shop sellers. It offers insights into product performance, category trends, GMV, pricing trends, and user demand. It’s suitable for brands wanting to optimise their offerings and pricing based directly on platform data.
How to Extract Maximum Value from TikTok Market Scope in E-commerce
TikTok Market Scope is a clear signal that the platform wants to play a larger role in performance marketing as well. For brands already utilising TikTok – particularly through TikTok Shop – these new analytics tools could help optimise campaigns, objectives, and content.
It remains questionable whether this data will prove genuinely useful in practice. TikTok still doesn’t achieve the level of precise targeting offered by Meta or Google, but Market Scope represents a step forward.
