The news: TikTok shared new data to highlight the potential of its search ads for driving action.

• TikTok showed that activations with dedicated search campaigns led to two times higher purchase lift overall, while enterprise advertisers saw 2.2 times higher purchase lift and higher incremental return on ad spend (ROAS).
• TikTok stated that searches are up 40% YoY, while WARC noted that search is particularly popular among younger demographics like Gen Z, driving similar discovery rates as traditional search platforms like Google (86% of Gen Zers searched on TikTok weekly compared with traditional search’s 90%). TikTok maintained a higher discovery rate than AI tools for both Gen Z and millennials.
• Users turning to TikTok for search view it more favorably: 70% stated that TikTok’s search results were more engaging and entertaining than other options, while 75% said that TikTok was the go-to place for brand and product discovery. Sixty-one percent were more likely to take action based on TikTok search results.