Reach

Reach is the awareness objective that shows your ad to as many different people as possible for the lowest cost.

You use it when the job is simply to be seen, like a new store opening or a brand nobody has heard of yet. TikTok optimizes for unique viewers and lets you cap how often one person sees the ad, so your budget spreads across fresh faces instead of hammering the same few. Picture a local cafe launching in one city; with Reach and a frequency cap, TikTok tries to put your clip in front of the widest slice of that area rather than showing it to the same regulars ten times.

Reach buys attention, not action, and it is easy to mistake one for the other. You will get a big impression count and a low cost per thousand views, but almost none of those people are asked to click or buy, so if you judge Reach by sales you will conclude it failed when it was never built to sell in the first place.

Reach fills the room; it does not close the deal.