TikTok Takes the Lead: How the Social Media Giant is Redefining Brand Discovery for Young Adults

by Dustin Lack | Jun 29, 2023 | TikTok

In a digital age dominated by social media, understanding where consumers are finding new brands is key to effective marketing. A recent survey conducted by GoloGuide uncovers some surprising trends in this area, highlighting the significant impact of TikTok on brand discovery among young adults.

GoloGuide’s survey gathered responses from 150 individuals aged 18-30 to investigate the influence of social media on consumer behavior. The results provide compelling insights for businesses and marketers looking to connect with this demographic.

TikTok Leads in Brand Discovery

The survey revealed that a significant 66% of respondents primarily use TikTok for brand discovery. This far outpaces other social media platforms like Facebook, Instagram, Twitter, YouTube, and Snapchat. This insight indicates that TikTok is not just a platform for entertainment but has evolved into a powerful tool for product discovery and brand interaction.

From Discovery to Purchase

Beyond discovery, TikTok also seems to have a strong influence on purchasing decisions. According to the survey, 61% of respondents have made a purchase after seeing a product on TikTok. This suggests that TikTok’s content format, often showing products in use or in real-life scenarios, might be effectively driving purchase decisions among young adults.

Preference for TikTok

An interesting highlight from the survey was that 65% of respondents prefer using TikTok over other platforms for discovering new brands. It suggests that TikTok’s unique content style, with its focus on creativity, authenticity, and storytelling, is resonating strongly with young adults.

TikTok’s Unique Advantage

A staggering 83% of respondents believe that TikTok has a unique advantage over other social media platforms when it comes to discovering new brands. This could be attributed to TikTok’s algorithm, which is known for its ability to surface content from brands or creators that users would not normally come across, thus creating a sense of discovery.

Implications for Businesses and Marketers

These findings underscore the growing significance of TikTok in the digital marketing landscape. If businesses aim to reach young adults, they should seriously consider integrating TikTok into their marketing strategies.

Moreover, the high percentage of respondents making purchases based on TikTok content implies that a well-crafted TikTok marketing strategy could directly impact sales. Brands should consider investing in creative, authentic content that showcases their products in a way that resonates with the TikTok audience.


As the digital landscape continues to evolve, it’s crucial for businesses and marketers to stay ahead of the trends. The rise of TikTok as a powerful platform for brand discovery among young adults is a trend that cannot be ignored. By understanding these shifts in consumer behavior, businesses can better position themselves to reach their target audience and drive growth.

For more insights into digital marketing trends and how your brand can adapt, visit GoloGuide at https://gologuide.com.

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