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On TikTok, people watch it, love it, want it – and increasingly, those moments happen almost all at once. What starts as entertainment can spark curiosity, inspire a search, shape a decision and drive action, reshaping the traditional path from awareness to purchase.

TikTok's Global Head of Business Marketing, Isobel Sita-Lumsden, explores how this new era of discovery is changing marketing, from the growing influence of creators and communities to the role of AI in creativity, and how brands can turn cultural relevance into real business growth.

From 'For You' to 'For Me': The new path from discovery to action

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