Our Insights

TikTok, which started as a fun outlet for whimsical posts, trends, and short form video content, has quickly become a cultural force that has connected people globally and changed behavior. For marketers, this platform is reshaping the advertising landscape and rapidly becoming the next powerhouse. TikTok’s booming growth begs the question – will it soon take over the current reigning platforms like Meta and YouTube and become the dominant player in the social media industry?

We’re all privy to the “magical algorithm” of the TikTok platform that delivers us fully personalized videos and products, right? We’ve become so accustomed to having exactly what we want delivered right to our fingertips, and if it’s not, we keep swiping until it is. As attention spans dwindle and become shorter and shorter, it’s crucial for marketers to find new and unique ways to engage users. While some view this as a problem, TikTok views it as an opportunity. TikTok understands that a user’s attention provides valuable information about where they are in the decision-making process. When a user pays attention to content, it’s a signal that offers insight into their interests and intent. The platform is redefining where media is consumed and how people behave while consuming it.

At this year’s TikTok World conference, one message rang clear – TikTok is no longer simply a source of entertainment. It’s where people go to search, discover, decide, and buy. It’s no wonder why TikTok is catching the attention of brands.

According to TikTok, 76% of users say they're likely to consider a brand because of content they saw on the platform, and 64% have already been influenced by TikTok to make a purchase. Kantar’s recent measurement report showed that TikTok is driving a measurable share of mind that is on par with TV and better than any mobile-first platform. This increased awareness from TikTok means that brands can get big screen impact on the small screen.

The platform isn’t just competing with Meta and YouTube in the social space… it’s gunning for Google too. TikTok now sees billions of searches every day, both functional and curiosity driven. TikTok is reporting a 40% increase YoY in searches per session, meaning more and more people are using it for its search function. People turn to TikTok not just for factual information, but for real takes from real people. According to a study TikTok performed with the World Advertising Research Center, people are moving away from Googling to find answers to their questions written online. Instead, they’d rather hear about someone’s personal experience with a product or service, with 61% of TikTok users saying TikTok search results drive them to action. Human connection is what moves the world forward, and TikTok allows us to connect with others across the globe with a simple search or click of a button.

That’s why TikTok is doubling down on the power of search – the platform released search ads last year and is launching Search Center in Q3 2025, which will serve as a new space in TikTok Ads Manager specifically designed for search ads, complete with keyword planning tools, negative keyword lists, and more. The platform reported that brands that run search ads alongside in-feed ads see 20% more conversions at the same or better CPA.

But as any good marketer knows, our strategies are only as good as our creatives. On TikTok, good native creative is especially important. Luckily, the platform rolled out two brand new creative solutions just last year – TikTok One and TikTok Symphony. These offerings help ensure that marketers and brands are using creative that is fresh, speaks the language of the platform, and resonates with users.

TikTok One is a centralized creative hub where marketers can tap into AI-driven insights, understand emerging trends, and browse the Content Suite, a searchable library of creator content related to your brand. This tool’s Insight Spotlight helps a brand understand if their audience cares about specific trends and what is gaining momentum with them, from which video formats they’re using to what keywords they’re searching.