Nearly Half of TikTokers Are Buying Stuff From Brands They See on the Platform

15% of all adults and 36% of Gen Z have made purchases based on TikTok, Adweek-Morning Consult survey says

As TikTok exploded in popularity over the past year, some brands are finding their groove on the app—engaging seamlessly in viral challenges and recruiting the hottest content creators—while others are just beginning to dabble in the short-form video format.