TikTok Proven as a Prolific Discovery Tool in the US

Recent data has found that just under half of US consumers are using TikTok as part of their discovery for new products, brands and solutions. 

The platform has long been considered an influencing mechanism in purchased decisions, but this particular data links it firmly as a search engine used by countless consumers and business owners alike.

Where is This Data From?

This data comes from a study that was conducted by Adobe, asking 807 consumers and 200 small business owners across the US. 49% of those asked said that they have used TikTok as a search and discovery tool – with the pool of consumers notably including users from across four main generations. 

And the report doesn’t end there. Some other interesting takeaways from Adobe’s report found that the most searched for content on TikTok is recipes, followed closely by DIY tips and beauty advice – welcome news to those who run local restaurants and eateries, DIY stores and beauty-related profiles. 

What Does it Mean for Creators and Small Businesses?

What this data means is that being discoverable, and making an impact on the TikTok search page, is more important than ever before. 

Business owners and creators who want to drive follower numbers and engagement can’t just post regularly; they need to ensure their content matches relevant search terms, and that they are appearing whenever a user searches for something connected to their profile.

This comes not just through the content itself but through tags, captioning, and even the audio clips that you use.