The platform has crowned itself the master of the moment and is urging brands to take advantage of celebrating the high points in people’s lives. In Cannes, TikTok’s insights boss Rachael Ryan revealed why making the most of magic moments is the way forward.
TikTok's insight and research boss Rachael Ryan
From back-to-school rituals and cultural flashpoints to spur-of-the-moment product hauls, TikTok is fast becoming the place where life’s most meaningful, joyful and spontaneous moments are not just shared, but shaped. And now, the platform wants brands to realize they can own those moments too.
Speaking on the Insights Lighthouse stage in Cannes, TikTok’s head of research and insight, Racheal Ryan, and Milica Kovac, director of global research development at EyeSee, revealed an in-depth study that positions TikTok not just as a reflection of culture, but as the engine powering it – moment by moment, scroll by scroll.
“TikTok really does turn moments into cultural magnets,” said Ryan. “It’s fuelling discovery, fuelling consideration and fuelling decision-making. And, crucially for brands, it’s fuelling loyalty too.”
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TikTok’s research, conducted in partnership with behavioral science firm EyeSee, explored how users experience and interact with moments on TikTok compared with other media platforms. The study tracked 4,000 respondents through a simulated cross-platform environment replicating social feeds, retail spaces and streaming services, all in the context of seasonal and cultural events.
The findings? TikTok is now the platform where personal and cultural moments converge. And it’s where consumers increasingly begin – and continue – their journey toward a purchase.
“We discovered that TikTok is not just where people go to find out what’s trending – it’s where they go to find out what’s coming next,” said Kovac. “It’s the place they turn to when they want to feel connected, when they want to feel inspired and when they’re ready to act.”
66% of users say they use TikTok to stay informed about upcoming moments. But this isn’t passive content consumption – it’s participatory, emotional and social. Whether it’s prepping for Valentine’s Day, diving into the Women’s World Cup or reacting in real time to the Oscars, users don’t just watch content – they create it, shape it and share it.
As Ryan noted: “In the past, you knew back-to-school season was here because supermarkets started stocking pencil cases. Now? You see it coming on TikTok weeks before. It’s the community that signals what matters and when. And brands have a front-row seat – if they choose to show up.”
That idea of “showing up” is where the commercial opportunity lies. According to the study, TikTok is now the first step in what researchers call the “inspiration-led journey” for Gen Z, who begin their shopping path on the platform before moving to other environments to compare and purchase. Meanwhile, millennials tend to follow a “validation-led journey” – starting on retail platforms but returning to TikTok to confirm their choices through peer content and reviews.
“Whichever way you look at it, TikTok sits at the center,” said Ryan. “It’s not just the first touchpoint. It’s often the most influential.”
The platform’s ability to connect people with moments that feel personal and culturally relevant also translates into commercial effectiveness. EyeSee’s testing revealed a 17% lift in brand favourability after users viewed TikTok content during a moment. Purchase consideration also rose, with 38% of users saying content such as reviews and creator comments made them feel more confident in their purchase decisions.
“It’s almost like they’re not making the decision alone,” said Kovac. “They’re doing it with the input of a trusted community. And that’s powerful.”
Even after the moment passes, the momentum doesn’t fade. The research found that TikTok conversations often spike after the cultural event itself. Whether it’s memes, reactions or behind-the-scenes content, users return to the platform to relive, reframe and react.
“For broadcast moments, we saw more posts the day after the event than on the day itself,” said Ryan. “The community doesn’t just move on. It comes back and keeps the moment alive. For brands, that means you don’t just activate during the moment – you stay in the conversation long after.”
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And while TikTok is known for its lo-fi, creator-led content, the study showed that different creative strategies work for different brand goals. For awareness, native-style content, think UGC, trends, seasonal takes—performs best. For conversion, a mix of polished ads and community-led creative is most effective. For loyalty, a blend of formats without overt calls to action keeps the relationship feeling authentic and ongoing.
“There’s no one-size-fits-all,” said Kovac. “But what’s clear is that the most successful brands are those that reflect the mood and mindset of the moment, whether it’s a big global event or a niche community trend.”
For TikTok, this is more than a product pitch. It’s a strategic positioning. The platform is claiming the right to own all the moments that matter to people, be they planned, spontaneous or entirely unexpected.
As Ryan put it: “TikTok is the home for moments. Whether it’s a cultural celebration or a personal milestone, it’s where people go to express themselves, feel seen and find connection. And for brands, it’s the chance to join them, not as an interruption, but as part of the story.”
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