Deloitte Digital Germany and Spain, and TikTok present new research that explores how TikTok contributes to long-term brand loyalty
The whitepaper draws on recent research conducted by Kantar and NewtonX to examine the evolving role TikTok plays across the customer journey from both consumer and advertiser perspectives. Kantar surveyed consumers to understand how TikTok influences product discovery, trust, and purchasing behavior, while NewtonX conducted a parallel study with marketing professionals to explore how advertisers perceive and leverage the platform. Together, the findings highlight TikTok’s ability to both drive awareness and brand loyalty, as well as its growing relevance in long-term marketing strategies.
Short-Form Content, Long-Term Loyalty is available for download with the button below.
65
%
65% of TikTok users say they have purchased a product they discovered incidentally on the platform.
43
%
43% of Gen Z users begin their product discovery journey on TikTok.
75
%
75% of users find creator content more trustworthy than traditional advertising.
88
%
88% of users who feel loyal to a brand on TikTok are likely to try new products from that brand.
85
%
85% of loyal users say they would recommend the brand to others.
Unlocking TikTok's Full-Funnel Potential: Strategies for Long-Term Brand Growth and Immediate Impact
From the advertiser’s perspective, the research identifies a growing recognition of TikTok’s full-funnel potential. While 98% of marketers agree that long-term brand building is essential, many still face internal constraints that prioritize short-term performance. Notably, 66% of marketers cited TikTok’s influence on repeat purchases, a signal that brand equity on the platform can translate into tangible business outcomes.
“TikTok has always been a space for creativity and connection,” said Jenny Fernandez, Head of Research & Insights, EU and Israel, TikTok. “This research shows that those connections can lead to lasting brand affinity when nurtured with intention and authenticity.”
By combining quantitative insights from consumers with qualitative input from marketing leaders, this whitepaper provides a comprehensive view of TikTok’s role in supporting both immediate conversions and long-term value creation. Furthermore, this whitepaper outlines four strategic imperatives to help leaders unlock TikTok’s potential: Authentic Engagement, Creativity and Community Building, Strategic Brand Governance, and Holistic Measurement Model Adoption. These insights offer a forward-looking framework for leveraging TikTok as a strategic growth driver within evolving marketing models and a rapidly changing digital ecosystem.
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Virginie Briand
Virginie Briand is a Partner with Deloitte and a passionate communicator. For over 20 years, she has supported companies, brands, and people in communicating major transformations. She helps executives, organizations, and teams evolve and successfully position themselves in complex market environments. Her focus areas include internal and external storytelling and stakeholder management, the communicative support of major transformation processes, as well as executive messaging and profiling. After holding leadership positions in the automotive industry, she successfully founded and ran her own communications consultancy. What drives her? A mindset characterized by entrepreneurship and creativity. Powerful communication that creates value, moves people, opens up new business opportunities, and enables change. Her motto? "Lead the conversation - to influence change."
Dr. Julia Radke
Dr. Julia Radke has more than 5 years of experience in project management – from project conception, coordination to final implementation. She successfully managed a positioning project for the brand realignment of a medium-sized craft and industrial company. Moreover, she has gained experience in a broad range of marketing disciplines from both a theoretical and practical point of view.