Briefing•Tuesday, March 3, 2026
Nearly Half of US Consumers Now Use TikTok as a Search Engine, Adobe Research Finds
Source: Social Media TodayFull story →
Adobe research shows nearly 49% of US consumers use TikTok as a discovery and search tool, turning to short-form video and personalized content to find products, restaurants, travel destinations, and how-to information instead of using Google. Usage as a search engine is rising sharpest among Gen Z and millennials.
Why it matters
If TikTok is where half of consumers start their product research, organic creator content is discoverable purchase intent, not just entertainment. For agents, this reinforces why TikTok organic deliverables carry commercial value and should be priced accordingly rather than bundled as throw-ins alongside paid content.
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