Nothing’s quite taken over like TikTok. I don’t know about you, but I can spend hours aimlessly scrolling through my FYP and it can feel like 5 minutes.
TikTok is all about communities. Users come to the app to follow their favourite creators and see what’s new in their feeds. This creates a more engaged and loyal following than traditional social media platforms like Facebook or Instagram. Hashtags such as #TikTokMadeMeBuyIt, in which users showcase the products they were influenced to buy, demonstrate the volume of users who have gone on to purchase due to the platform.
TikTok is a powerful tool for brands looking to sell products and services. Communities on the app are always looking for new and interesting content, so brands that can produce high-quality and engaging videos will be more successful in selling their products. From pasta recipes to water bottles, to The Ordinary’s AHA Peeling Solution – TikTok has the power to make a product fly off the shelves and go viral overnight.
One example is the Peter Thomas Roth eye cream. This trend started with one woman’s honest review of the product on her own TikTok. She showed how well it worked and unboxed the product to show the full purchase experience. This honest review led to over 33 million views and the product selling out everywhere. Sending products to micro-influencers such as this who have a relevant audience for your brand could lead to similar results.
To understand how trends can drive success, TikTok broke down the buzz behind a product that sold out everywhere this year thanks to videos on TikTok.
- Spark phase: creator or brand posts an entertaining video featuring a product.
- Share phase: Communities contribute to a productive conversation and help it pick up steam.
- Spike phase: Creator or brand posts an entertaining video featuring a product.
- Sustain phase: Brands act on and off platforms to keep consumers interested.
With the launch of TikTok Shopping in 2022, it is even easier to turn your videos into shoppable entertainment. With the suite of e-commerce tools, you can purchase the products you discover on your ‘For You Pages’. TikTok Shopping is a great way to reach new customers and add another channel to your paid marketing mix.
With TikTok growing in popularity, it’s important to use all the tools available to reach your audience. Collection ads and Dynamic showcases are two great ways to do this.
Collection ads are rotating product cards on videos that showcase multiple items. This is a great way to show off your products and get users interested in what you have to offer.
Dynamic showcases are a tool that automatically turns your inventory into ads and shows them to the most interested viewers. This is based on information about your products and user behaviour on the app. This is a great way to get your products in front of the right people.
A recent survey has shown that:
- 73% feel a deeper connection to brands they interact with on TikTok than on other platforms.
- 78% agree that the best brands on TikTok are ones that work together with users
- 70% feel like they’re a part of a community on TikTok
- 67% say TikTok inspired them to shop even when they weren’t looking to do so
If you also use TikTok you’ll know that it is a powerful marketing tool. If you feel that the platform houses a relevant audience for your brand or business, then you should be utilising it. TikTok ads are a great way to reach new customers and grow your business. They’re eye-catching and engaging, and they can help you build a strong relationship with your target audience.
If you’d like to find out more about the opportunities on TikTok, please reach out to the team!
The question now is, has #TikTokMadeYouBuyIt?