As the global community continues to grow on TikTok, so too does the opportunity for brands small, large and in between to connect with their own unique audiences. From talking to communities, creating a trend or starting a fun challenge, new research has revealed how brands are demonstrating the importance of eCommerce and the power of TikTok.
To better understand how brands can re-imagine entertainment, TikTok published The Why #TikTokMadeThemBuyIt eBook – which provides insights into the impact of the platform, looking at how the community engages with brands directly, how activity correlates to sales, and provides insight into one of the more prolific hashtags #TikTokMadeMeBuyIt.
Brett Armstrong, global business solutions general manager for TikTok said: “As TikTok continues to be the destination for entertainment around the globe, we’re excited to open up new pathways for our local partners to help them re-imagine the possibilities of eCommerce on TikTok.
“The Why #TikTokMadeThemBuyIt eBook provides an insightful look at trends on our platform and how TikTok can help brands drive sales with creators and content led marketing.”
You can view the Why #TikTokMadeThemBuyIt eBook here.
4 in 10 users buy a product after seeing it on TikTok
The TikTok community has transformed the consumer journey from a linear path to purchase to an ecosystem of engagement that sparks action in the moment. The platform combines entertainment and eCommerce, to create new shopping trends and an active community.
The Why #TikTokMadeThemBuyIt eBook has shown return on investment can be instant with 41% of users immediately purchasing a product after discovering it on TikTok. The user shopping experience doesn’t stop at purchase with 79% of users creating videos tagging a brand or creating a how-to tutorial on the platform. This triggers more users to shop with 92% saying they take action after watching a TikTok video.
The power of #TikTokMadeMeBuyIt
Businesses small and large have seen the impact of the platform can make for sales with products virtually flying off the shelves when it becomes a must-have item. The research shows that 67% of users say TikTok inspires them to shop even when they’re not planning to.
Globally, hashtags have proven to be a powerful tool with #TikTokMadeMeBuyIt receiving 12.4 billion video views (April, 2022) and more than 50% of branded hashtag challenges recording more than $5 return on ad spend in the Consumer Packaged Goods (CPG) industry. Interaction is also at an all time high with 1 in 4 users recently participating in a hashtag challenge.
Authenticity rules
With entertainment at the heart of TikTok, 71% of users agree it’s where the biggest trends start. Education, travel and gaming content are captivating Aussies in particular right now, with 60% of Australian TikTok users who want to see content about products from the brands that make them.
People are also using the platform to highlight their authentic selves with 77% of users agreeing it’s a place where people can express themselves openly and 53% say they trust others to be their real selves on the platform.
Here is what brands had to say:
“TikTok provides a unique platform for brands and it was the right space to encourage Aussie’s to get comfy with our ‘Just Do You’ campaign creative featuring Luke Cook. By optimising creative specifically for platform we saw a good uplift in our key engagement metrics.” – Sally Phelps, director, media at Koala
“Launching a new brand in market through the TikTok live shopping placement was a captivating way for us to drive mass awareness through highly engaging long-form creator content – live.” – Hannah Fillis, head of digital marketing, MECCA.
Host Millie Ford
Dan Connor, brand strategy lead, TikTok ANZ
TikTok explored the power of the #TikTokMadeMeBuyIt movement at their TikTok Discover: Commerce event, held in Alexandria on Wednesday, hosted by TikTok creator Millie Ford.
The keynote speech was given by Dan Connor, brand strategy lead, TikTok ANZ, who stepped in for Brett Armstrong, general manager, global business solutions, after pulling out at the last minute due to illness.
Connor spoke to attendees about how the platform was reimagining entertainment and how brands trust and relevance through entertainment.
Pictured left to right: Erica McCarthy, consumer marketing manager, MAC Cosmetics, Denny Handlin, TikTok’s head of creative lab, and Elisa Kelsall TikTok’s head of partnerships
Brand strategist Kim Braganza talked about the #TikTokMadeMeBuyIt movement and how the infinite path to purchase loop on TikTok and how content is driving commerce through trends.
Jan Hofmann-Cassiani, TikTok ANZ’s head of product marketing, discussed in more depth the process of working with the platform and creators to achieve a successful campaign.
Following them was a panel featuring with TikTok’s head of partnerships, Elisa Kelsall and head of creative lab, Denny Handlin, to discuss MAC Cosmetics’ journey on TikTok with Erica McCarthy the consumer marketing manager from MAC.
After the sessions, the event rounded out with a walk through display exploring trends on the platform – #BeautyTok and #FoodTok – and the #TikTokMadeMeBuyIt museum of fame which featured items that trended thanks to the platform.
Lina Jebeile from @thelebaneseplate for #FoodTok
#BeautyTok