When using TikTok Ads Manager, what is the key difference between optimizing for 'Reach' versus optimizing for 'Video Views'?

The key difference between optimizing for 'Reach' versus optimizing for 'Video Views' in TikTok Ads Manager lies in the campaign's primary goal and the algorithm's approach to achieving that goal. When optimizing for 'Reach,' the algorithm prioritizes showing your ad to the *largestpossible number of unique users within your target audience, regardless of whether they engage with the ad or not. The objective is broad exposure and brand awareness. Conversely, when optimizing for 'Video Views,' the algorithm focuses on showing your ad to users who are *mostlikely to watch at least 2 seconds of your video (or longer, depending on your settings). This optimization prioritizes engagement and aims to maximize the number of users who actively consume your video content, even if it means reaching a smaller overall audience than a 'Reach' campaign. Therefore, 'Reach' is suitable for maximizing awareness, while 'Video Views' is better for driving engagement and content consumption.