From Search to Discovery: Why TikTok is Your Next Growth Channel

If you’re still thinking of TikTok as just another social app, think again. TikTok is fast becoming the new gateway to discovery — how people search, decide and buy. And smart brands are already showing up in those moments.

At CXUnifiers, our annual flagship event held in Nashville, TN, leaders from TikTok and SAMY shared how brands are winning by shifting from traditional search strategies to discovery-first engagement. The message was clear: TikTok is where culture, community and commerce converge, and where your next customer is already searching.

Discovery is the new search

Here are some stats you should pay attention to: Nearly 60% of the users perform search and 23% of TikTok users perform a search within 30 seconds of opening the app. That’s not passive scrolling. That’s active, intent-driven behavior.

Unlike traditional search engines, TikTok’s discovery is powered by creators, social media trends and authentic storytelling. People aren’t just searching for answers anymore; they’re looking for perspectives, that too, in real time.

What’s in it for you?

If you’re a C-suite leader thinking about media mix, customer engagement or brand relevance, here’s why TikTok matters:

• High-intent moments: TikTok’s search placement captures users when they’re most curious and ready to act
• Cultural relevance: Showing up in trending conversations builds trust and resonance
• Conversion at speed: TikTok’s integrated shopping experience means discovery can lead to purchase in seconds

From passive scrolling to active engagement

Jasmine Fischer from SAMY shared how she and her team helped a coffee brand tap into adjacent topics — like tracking trends on where their consumers prefer to socialize, to create content that felt native, not disruptive. What it resulted in was a “coffee rave” campaign that felt authentic, timely and totally TikTok.

Lorry Destainville from TikTok added that brands like Aerie are A/B testing the right set of creatives to match user intent, doubling their return on ad spend. The takeaway? Creative strategy isn’t just about aesthetics — it’s about aligning with consumer behavior.

Creators are your cultural gatekeepers

One of the most strategic advantages on TikTok is the creator economy. These are beyond just influencers — they’re community leaders, trendsetters and trusted voices.

Destainville emphasized that working with creators helps brands find their voice and show up authentically. Duolingo is a prime example. It leaned into humor, embraced internet culture and its infamous mascot Duo has a huge fan following.

Fischer added that creators offer unique takes that amplify brand messaging. Whether it’s a dermatologist or a makeup artist talking skincare, the cross-pollination of creator content expands reach and relevance.

How Sprinklr helps you achieve and scale TikTok success

Here’s where Sprinklr comes in. Our platform helps brands:

• Listen at scale: Monitor thousands of TikTok comments and conversations to spot emerging trends
• Act fast: Use AI to identify spikes in interest and respond with creator content in just hours
• Optimize paid + organic: Marry insights from organic engagement with paid strategy to maximize ROI
• Localize with GenAI: Translate and adapt content across markets with lip-sync precision, making global campaigns feel local

Destainville from Tik Tok shared how one luxury fashion brand used Sprinklr to respond to a spike in “quiet luxury” searches with creator content in 48 hours, tripling engagement and lifting consideration by 27%.

So, what should you do next?

If you’re leading a brand, here’s your playbook:

1. Rethink search: TikTok is not just a social platform — it’s a discovery engine

2. Invest in creators: They’re your bridge to authenticity and cultural relevance

3. Use AI to listen and act: Real-time insights are your competitive edge

4. Marry organic + paid: The magic happens when you integrate both

5. Localize at scale: GenAI tools like TikTok’s Symphony and Sprinklr’s AI make content localization seamless

Final thoughts

TikTok is no longer optional. It’s the front door to your brand for millions of consumers. The question isn’t if you should be there — it’s how you’ll show up.

Discover how Sprinklr can help you show up for your customers with purpose, authenticity, and a deep understanding of what your customers are discovering. Book a demo today.