The news: TikTok users’ engagement-driven discovery habits offer a unique benefit to social marketers.
- 83% of weekly US users ages 13 and older have taken some type of action after seeing an ad on TikTok, including gathering more information on a brand or product (48%) or making a purchase (43%), per Edison Research’s The Infinite Scroll report.
- Discovery is a frequent user behavior: 64% have used TikTok to discover new music, 47% to find new podcasts, and 30% to discover audiobooks.
- High ad recall—78% remember encountering an ad on TikTok—suggests that its format and personalized feeds reward relevance.
These numbers point to a platform where attention is both captured and converted.
Broad audiences: TikTok’s demographic skews toward younger, more diverse audiences, though consumers of all ages are logging on to connect and build communities on the platform, per Edison.
- 34% of weekly users are between the ages of 13 and 24, versus 20% of the general US population, and 43% are aged 25 to 44 (versus 30%).
- TikTok also over-indexes among diverse audiences: 17% of weekly users are Black or African American—compared with 11% of the general US population—and 22% are Hispanic or Latino (versus 15%).
Zooming out: TikTok’s strong role in content discovery shows that users arrive expecting to find something new, making them more receptive to unfamiliar brands, products, and ideas. This mindset positions TikTok not just as an entertainment channel but as a trendsetter, where advertisers can shape social moments rather than simply follow them.
The opportunity: TikTok’s positive user experience lets brands reach consumers during high-intent, emotionally receptive moments.
- 87% of weekly users agree that TikTok helps them escape stress, and 41% said it makes them feel relaxed.
- 75% feel entertained when using TikTok, and over two-thirds feel informed (39%) and connected (36%).
What marketers should do: To capitalize on TikTok users’ discovery mindset, broad reach, and positive UX, focus on:
- Building campaigns that tap into trending sounds, videos, and behaviors to meet users during moments of intentional discovery.
- Prioritizing contextual targeting by testing and refreshing ad content frequently to stay aligned with what’s popular.