TikTok launched a new worldwide advertising and marketing push for its advert platform this week, which goals to spotlight the expansion of its in-app purchasing choices, in addition to its position as a discovery platform for a rising variety of customers.
TikTok’s new slogan is “Watch it. Find it irresistible. Need it.” The corporate mentioned this tagline displays its evolving use case because it expands past leisure.
As defined by TikTok: “Individuals come to TikTok to find what’s new, have interaction with what they love, and participate in what issues to them. Companies in every single place, from unbiased creators to world corporations, are tapping into that journey to drive actual outcomes.”
The marketing campaign goals to showcase how TikTok is “bringing discovery, consideration and motion collectively in a single place,” per the corporate. “As client habits shift in the direction of extra deliberate, thought-about buy behaviours, the analysis suggests the so-called ‘mid-funnel’, or consideration section, has turn into a vital stress level for manufacturers seeking to drive progress,” TikTok mentioned, including that previously, “advertisers typically needed to piece collectively completely different platforms to construct consciousness after which drive gross sales. On TikTok, these moments are related.”
And the outcomes, TikTok mentioned, converse for themselves:
- Analysis from Ipsos confirmed that TikTok is ranked as essentially the most influential platform throughout consideration.
- Ipsos additionally discovered that 93% of each day TikTok customers mentioned they use TikTok as a analysis platform prior to buy.
- One in seven customers in Germany have used TikTok to purchase one thing no less than as soon as.
- As well as, 31% of web shoppers within the U.Ok. now purchase on TikTok.
TikTok additionally mentioned that there are actually greater than 100,000 EU TikTok Store retailers, including to its connective capability as a discovery and buy device.
TikTok additionally mentioned that vogue is the top-performing class within the app, adopted by magnificence, residence home equipment and tech.
“Within the UK, TikTok Store just lately revealed 60% 12 months on 12 months progress for the sweetness class in 2025, changing into the fourth largest magnificence retailer within the nation,” the corporate mentioned.
Given the expansion of TikTok’s purchasing push, it is sensible for the platform to realign its advertising and marketing round these increasing behaviors. This can even assist TikTok enhance its in-stream purchasing drive, and ideally generate extra income for the app.
TikTok has been working to combine direct purchasing into the app, following the identical playbook it used to develop China-based Douyin, the preliminary model of the platform.
In response to KrAsia, Douyin generated greater than $500 billion in gross merchandise quantity in 2025. Advertising Maze reported that TikTok introduced in $26.2 billion within the first half 2025 GMV for 2025. It’s clear that the corporate’s management views this as a big progress alternative, which is why it continues to increase its in-stream purchasing push to audiences around the globe.
The brand new marketing campaign goals to construct on this and get extra manufacturers contemplating their very own TikTok Store push.
