The traditional marketing funnel is growing outdated and irrelevant in today's constantly-evolving world. Digital commerce has made it so today's consumers rarely go from top to bottom of the traditional funnel to make a purchase. They often enter, exit, and re-enter at different stages of the purchase journey based on their needs and wants, making it so brands have to adapt how they’re reaching consumers. In this panel, TikTok and customer experience transformation consultancy, Material, will discuss the importance of research in unlocking crucial insights for brands, how creators have become the key to brand engagement, and how TikTok’s unique path to purchase drives post-buy actions across categories.