Platform
TikTok Unveils New Positioning as Commissioned Research Touts Mid-Funnel Influence
TikTok unveiled a new global business positioning, "Watch it. Love it. Want it.", at OMR Festival in Hamburg this week, alongside commissioned research findings that rank the platform as the most influential during the purchase consideration phase.
Mid-Funnel Influence
An Ipsos survey commissioned by TikTok, polling 9,000 social media users across 12 markets, found that TikTok users showed 29% higher emotional engagement and 40% stronger brand recall than non-users. Among daily users, 93% said they would use TikTok to research products before buying. The survey also found that 68% of users said advertising on TikTok prompted them to buy immediately.
Tak Ha, Research Director at Ipsos, said the platform's content model creates conditions for brands to reach consumers at a critical moment. "Through Joyful Utility, TikTok creates the conditions to help brands show up in that moment, delivering content that is useful, engaging and grounded in real experience from trusted voices," Ha said in an announcement.
TikTok Shop Gains Ground in Germany and UK
New NielsenIQ data, released to coincide with the first anniversary of TikTok Shop in Germany, show one in seven German online shoppers have made at least one purchase on the platform. In the UK, where TikTok Shop has operated for five years, 31% of online shoppers now buy on the platform. Fashion leads as the top category in both markets, followed by beauty, home appliances, and tech.
TikTok also reported 60% year-over-year growth for the beauty category on TikTok Shop in the UK in 2025, making it the fourth largest beauty retailer in the country. More than 100,000 sellers operate across the EU on TikTok Shop.
Brands Test Closed-Loop Commerce
PepsiCo used TikTok Shop to launch Pepsi Zero Cream Soda in Germany ahead of its supermarket listing in February, reaching more than 30 million users with participation from over 150 creators, according to the announcement.
Julia Dobre, Marketing Director Beverages for DACH and Italy at PepsiCo, said the campaign reflected a shift in how the company approaches growth. "People discover a product, hear about it from creators they trust, and can act on that interest immediately," Dobre said.
Thomas Wlazik, GM Europe and Israel for TikTok Global Business Solutions, said the new positioning reflects what brands are already observing. "The distance between attention and action is getting shorter," Wlazik said.
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