TikTok names its MVPs of POV ahead of Cannes Lions TikTok unveils its MVPs of POV—marketers leading the platform’s shift to discovery-led brand engagement. TikTok search is exploding: up 40% YoY, 25% of users searching within 30 seconds, with billions of daily searches. Cannes Lions activations will highlight brands mastering creator collabs, trend-driven content, and community-first campaigns. Notable MVPs: Loewe, Duolingo, Gap, Oatly, e.l.f. Beauty, Estée Lauder, Samsung, Boots UK.