Ever wonder how TikTok helps drive business? It’s not rocket science. A recent report from TikTok provides a ton of information about how brands can use the platform to spark culturally relevant conversations and boost their sales.

Here are some key takeaways:

• 58% of TikTok users say they learn about new companies and goods using the app. This is not surprising since discovery happens on TikTok 1.1x more than on other platforms.
• Users are 56% more likely to research a new company or product on TikTok than on any other platform. This includes research on more expensive purchases like automobiles and vacations.
• TikTok’s distinctive discovery patterns and active research led to 47% of TikTok users recommending brands and products they saw on the app to friends.

So, if you want to raise brand recognition, generate leads, or improve conversions, use TikTok videos more like word-of-mouth marketing than mass media marketing.