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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.
But as the platform establishes itself as more than a passing trend, new Adweek-Morning Consult survey data shows that brands might want to start investing in a TikTok strategy if they haven’t done so yet.
So far, it’s a pretty rapt audience—49% of TikTok users said they have purchased a product or service from a brand after seeing it advertised, promoted, or reviewed on the platform.