Where brand discovery thrives: TikTok as a search destination

Over one billion people trust TikTok to surface content that entertains, surprises and informs them during every visit. The way people discover (and rediscover) brands is evolving. They’re increasingly seeking human connection, not just information. So it’s no wonder that 55% of people prefer researching products on video and social platforms versus traditional search platforms.
Crowdsourcing information and recommendations from short-form videos is the new norm, with people building confidence in these suggestions by reading comments and exploring related content. It’s this shift in behavior that helps explain why TikTok has become such a powerful destination for discovery. People return to TikTok to find real community and diverse perspectives.