TikTok is now one of the top go-to spaces for research, with 40% of Gen Z preferring to use Instagram and TikTok as search engines instead of Google. (Oglivy 2023)
For luxury brands, this is a great opportunity to break old moulds and generate authentic connections with their audiences. TikTok in particular is literally an endless stream of content, opinions, recommendations, trends and reviews — created and watched by more than one billion users. However, with a new discussion surrounding the potential ban of TikTok in the United States, it will be interesting to observe the long-term future of this app.