Unlocking Success Across the Funnel:
How TikTok Drives ROI from Awareness to Conversion
TikTok is revolutionising how people discover, engage with, and purchase products. It isn’t just a social platform for building awareness - it’s a powerhouse for driving results across the entire customer journey, from discovery to purchase and beyond.
Inspiration (Passive discovery)
Reviews and recommendations (Creators and community)
Purchase
Research (Active search)
To see the best practice for full-funnel success... Click here
TikTok Works
VIPPS increased their users by 155%
Grandiosa tapped into what drives attention on the platform, with a new brand song
Participation (Sharing the experience)
Pandora found out what their customers really think
Leverage these key success factors to optimize every stage of your customer journey.
Discovery
At the top of the funnel, TikTok’s unparalleled content discovery mechanism, driven by the For You page, exposes users to new brands and products they might never have encountered otherwise. of TikTok users discover new brands and products on the platform1
Research 74 %
The platform’s algorithm serves personalised content that aligns with users’ interests, making brand discovery feel organic and engaging. of
are inspired to find out more about a brand or product2
Action 92 %
Moving down one step on the funnel, TikTok’s emphasis on authentic, creative content allows brands to showcase their products in action, tell their brand story, and build meaningful connections with potential customers. of users took some form of action after viewing content they saw on TikTok3
Conversion 61 %
At the bottom of the funnel, TikTok’s seamless integration of shopping features enables users to move from discovery to purchase without leaving the app. This frictionless experience accelerates the path to purchase, turning engagement into tangible business results. of of TikTok users have made a purchase either directly on TikTok, or after seeing an ad on TikTok4
New product launches
