How Many Things Have You Discovered Without Searching for Them?

Think about the last thing you suddenly wanted to try. A new coffee place. A skincare product. A restaurant. A pair of shoes. A travel destination.

Did you actually search for it? Or did it just… keep appearing on your FYP?

That’s what makes TikTok interesting. We may open the app simply to be entertained, but somewhere between memes, food reviews, stories and random videos, discovery happens. In our quick survey among 240 Indonesian TikTok users, 90% said they had become interested in something they weren’t actively looking for after repeatedly seeing it on their FYP. But repetition alone doesn’t automatically make people buy.

When a product catches their attention, people investigate. They read comments, visit the brand account, search marketplaces, look for more videos, and try to figure out: Is this actually good, or am I just seeing it everywhere? And that raises a more interesting question for brands:

What actually happens between appearing on someone’s FYP and becoming something they want?

In our latest Upsize Insights Nugget — TikTok’s FYP Does More Than Show Content: It Shapes Discovery, we explore how Indonesian consumers experience that journey—from scrolling and discovery to repetition, trust, validation and purchase consideration.

Inside, we look at:

• What makes people stop scrolling
• What repeated exposure makes people think
• Who people trust for product recommendations
• What consumers do after discovering an interesting product
• And what eventually moves curiosity closer to purchase

Curious about what happens after your brand lands on someone’s FYP?

Fill in your details below to download the full report.