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On TikTok, discovery is serendipitous. Users embark on journeys down uncharted rabbit holes, fuelled by captivating content that sparks curiosity and ignites passions they never knew they had.
From niche DIY hacks to historical deep dives, the platform caters to every conceivable curiosity, creating a vibrant community of learners and sharers.
A staggering 44% of users discover something unexpected on TikTok even when they come with a specific intention in mind.
This speaks volumes about the platform's ability to surprise and delight, transforming passive scrollers into active explorers eager to delve deeper into newfound interests.
