New research from TikTok reveals that the popular video-sharing app is emerging as an unparalleled platform for product discovery and driving purchase intent. According to a study conducted in partnership with Material, a key takeaway is that 61% of TikTok users discover new brands and products on the platform – 1.5 times higher than users of other platforms.

The findings underscore TikTok’s evolution into a go-to destination for product research across categories. One in two TikTok users say they have visited the app to research or learn about new offerings. User behavior data shows the platform enables multiple avenues for discovery beyond the core For You feed experience:

• Swipe to Discover: Users stumble upon new brands and products through an endless swipe stream of videos personalized to their interests.
  
• Tap to Discover: Interactive features like comments, search bars, and creator profiles allow users to explore related content easily after an initial discovery.
  
• Search to Discover: 41% of users believe TikTok’s search experience is entertaining, 28% find it authentic, and 25% appreciate its conciseness compared to traditional search platforms.

Perhaps most compelling for marketers, TikTok drives tangible action off-platform. Of users inspired to act by TikTok’s search experience, 91% followed through on that activity in the real world.

The data situates TikTok as a uniquely formidable marketing channel that captures attention while seamlessly allowing customers to progress through the marketing funnel. The app’s high watch time and user engagement levels facilitate immersive product education and research. And TikTok’s influence is directly driving conversions at impressive rates.

Marketers have already caught on, with major brands investing heavily in TikTok advertising and organic creator campaigns.

“The way people discover (and rediscover) brands is evolving. They’re increasingly seeking human connection, not just information,” the company states. “It’s this shift in behavior that helps explain why TikTok has become such a powerful destination for discovery.”