A cosmetics brand wants to move users from awareness to consideration using their compelling story. Why should they use Video view campaigns?

Because they exist to drive quality views at a target cost-per-view. Video view campaigns optimise for views that indicate genuine attention rather than fleeting impressions, and they let the advertiser manage efficiency through a target cost per view. That is the right fit for the consideration stage: the brand has a story worth watching, and success means people actually watching enough of it to be persuaded, not merely being served an impression. It also sits in a sensible place in the funnel. Reach and frequency buying at CPM suits awareness, where the goal is how many people see the ad, while action-focused campaigns suit the bottom of the funnel where a conversion is expected. Consideration is about depth of engagement, which is what a view-optimised campaign buys.