Summary
TikTok has become a key destination for brand discovery, with 55% of people preferring video and social platforms for product research. Ranked #1 for attention by Kantar, TikTok drives both passive and active discovery through the For You feed, tap features, and search. 61% of users discover new brands, 1.5x more than other platforms.
Its search is perceived as entertaining (41% vs 16% traditional), authentic (28% vs 21%), and concise (25% vs 15%). TikTok creates and captures demand, guiding users from awareness to purchase, making it uniquely valuable for advertisers.
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