What type of campaign objective might a brand choose on TikTok for brand awareness?

A brand aiming to build brand awareness on TikTok would typically select a campaign objective focused on reaching the largest audience possible or driving traffic to increase visibility. Choosing options like "Reach" allows the brand to show its content to as many users as possible, thereby maximizing exposure and ensuring that more potential customers become aware of the brand’s existence, products, or services. "Traffic" supports this objective by directing users to an external website or landing page where they can learn more about the brand.

The other options, while useful in different contexts, don't align as closely with the primary goal of increasing brand awareness. For example, objectives that focus on conversions or sales primarily target users who are further down the purchasing funnel. Engagement or app installs are more focused on user interaction rather than just awareness, and lead generation or sign-ups are aimed at collecting user information, which suggests a level of interest or intent that is typically more advanced than simple awareness.