TikTok for Business unveils “Watch it. Love it. Want it.” global brand positioning for advertisers

TikTok for Business unveiled a new global positioning called “Watch it. Love it. Want it.,” framing the platform as the single destination where consumer discovery, engagement, and purchase intent all converge. The company says daily searches on TikTok have grown more than 40% year over year, with one in four users beginning to search within 30 seconds of opening the app, and TikTok users are 1.6x more likely to repurchase from brands they can interact with through comments or co-creation. The announcement comes ahead of TikTok World, a global advertiser broadcast scheduled for May 14, where the company plans to showcase new product offerings tied to the positioning.