How TikTok is proudly owning lifestyles’s magic moments and desires large manufacturers to sign up for in

Speaking at the Insights Lighthouse degree in Cannes, TikTok’s head of study and perception, Racheal Ryan, and Milica Kovic, director of worldwide analysis construction at EyeSee, published an in-depth learn about that positions TikTok no longer simply as a mirrored image of tradition, however because the engine powering it – second by means of second, scroll by means of scroll.

“TikTok really does turn moments into cultural magnets,” stated Ryan. “It’s fuelling discovery, fuelling consideration and fuelling decision-making. And, crucially for brands, it’s fuelling loyalty too.”

TikTok’s analysis, carried out in partnership with behavioral science company EyeSee, explored how customers enjoy and engage with moments on TikTok when put next with different media platforms. The learn about tracked 4,000 respondents thru a simulated cross-platform atmosphere replicating social feeds, retail areas and streaming services and products, all within the context of seasonal and cultural occasions.

The findings? TikTok is now the platform the place non-public and cultural moments converge. And it’s the place shoppers increasingly more start – and proceed – their adventure towards a purchase order.

“We discovered that TikTok is not just where people go to find out what’s trending – it’s where they go to find out what’s coming next,” stated Kovic. “It’s the place they turn to when they want to feel connected, when they want to feel inspired and when they’re ready to act.”

66% of customers say they use TikTok to stick knowledgeable about upcoming moments. But this isn’t passive content material intake – it’s participatory, emotional and social. Whether it’s prepping for Valentine’s Day, diving into the Women’s World Cup or reacting in actual time to the Oscars, customers don’t simply watch content material – they devise it, form it and proportion it.

As Ryan famous: “In the past, you knew back-to-school season was here because supermarkets started stocking pencil cases. Now? You see it coming on TikTok weeks before. It’s the community that signals what matters and when. And brands have a front-row seat – if they choose to show up.”

That thought of “showing up” is the place the economic alternative lies. According to the learn about, TikTok is now step one in what researchers name the “inspiration-led journey” for Gen Z, who start their buying groceries trail at the platform earlier than shifting to different environments to check and buy. Meanwhile, millennials have a tendency to observe a “validation-led journey” – beginning on retail platforms however returning to TikTok to substantiate their possible choices thru peer content material and opinions.

“Whichever way you look at it, TikTok sits at the center,” stated Ryan. “It’s not just the first touchpoint. It’s often the most influential.”

The platform’s talent to attach other folks with moments that really feel non-public and culturally related additionally interprets into business effectiveness. EyeSee’s trying out published a 17% raise in emblem favourability after customers seen TikTok content material all over a second. Purchase attention additionally rose, with 38% of customers pronouncing content material equivalent to opinions and author feedback made them really feel extra assured of their acquire selections.

“It’s almost like they’re not making the decision alone,” stated Kovic. “They’re doing it with the input of a trusted community. And that’s powerful.”

Even after the instant passes, the momentum doesn’t fade. The analysis discovered that TikTok conversations continuously spike after the cultural tournament itself. Whether it’s memes, reactions or behind-the-scenes content material, customers go back to the platform to relive, reframe and react.

“For broadcast moments, we saw more posts the day after the event than on the day itself,” stated Ryan. “The community doesn’t just move on. It comes back and keeps the moment alive. For brands, that means you don’t just activate during the moment – you stay in the conversation long after.”

And whilst TikTok is understood for its lo-fi, creator-led content material, the learn about confirmed that other ingenious methods paintings for various emblem objectives. For consciousness, native-style content material, assume UGC, developments, seasonal takes—plays highest. For conversion, a mixture of polished advertisements and community-led ingenious is most efficient. For loyalty, a mix of codecs with out overt calls to motion helps to keep the connection feeling unique and ongoing.

“There’s no one-size-fits-all,” stated Kovic. “But what’s clear is that the most successful brands are those that reflect the mood and mindset of the moment, whether it’s a big global event or a niche community trend.”

For TikTok, that is greater than a product pitch. It’s a strategic positioning. The platform is claiming the suitable to possess all of the moments that topic to other folks, be they deliberate, spontaneous or solely sudden.

As Ryan put it: “TikTok is the home for moments. Whether it’s a cultural celebration or a personal milestone, it’s where people go to express themselves, feel seen and find connection. And for brands, it’s the chance to join them, not as an interruption, but as part of the story.”