Is TikTok a New Tool to Discover Products?

06:38 - 28/12/2023

ANT Media

TikTok's Path to Purchase report released in June 2022 reveals that 49% of its users find products through videos created by brands, creators, and other users. And at least 37% immediately bought the TikTok products soon after discovering it. 

Interestingly, its strong engagement and unique discovery algorithm have made the e-commerce store Shopify jump on the bandwagon early. 

To power up TikTok marketing for its merchants, Shopify has introduced organic product discovery and shopping tabs. Merchants in the US and UK having TikTok for a business account can add this shopping tab and sync their product catalogs — a mini-storefront linked directly to their online store.

So, why is this social media channel a notch above Instagram, YouTube, or Facebook? 

TikTok vs Other Social Media Channels  

1. Higher engagement rate

TikTok has the highest social media engagement rate per post. Data from Nielsen shows that TikTok influencers bring an engagement rate of 20% compared to Instagram's 6.15% and YouTube's 5.22%. 

Having the highest social media engagement rate per post makes it possible for brands to reach a broader audience and boost their awareness and sales. 

Instagram and YouTube have been trying to duplicate TikTok's content format to retain the users on their platforms. Instagram launched reels and YouTube its short videos right after TikTok gained popularity. Yet, TikTok remains to stay at the top of all major platforms. 

2. Robust algorithm that finds related content 

Unlike other social platforms, Tiktok has a game-changing algorithm that shows content based on the user's interests and activities on the app. It expands the possibility of discovering products users are interested in buying. 

Like Instagram's 'Explore' page, TikTok has a 'For You' page that displays fresh content for the users. The only difference between TikTok and Instagram's pages is that the latter shows content based on people you know and follow, limiting the possibility of discovering new content like products, videos, etc. 

On the other hand, TikTok's algorithm shows content based on the user's interests and interactions on the app. The algorithm ignores the profile of a brand and its popularity, which means even relatively unknown brands can become viral on the platform and sell products. 

3. Niche user communities 

With 800M+ monthly active users, TikTok's niche communities like LGBT TikTok, Skater TikTok, Twilight TikTok, etc., create a sense of belonging in the user. Their fun and entertaining content drive users to purchase products. At least 39% of its users say that the 'feeling of joy' created from the humorous content has driven them to buy a product.

4. Viral hashtags 

If the popularity of hashtags has dialed down on Instagram, then it has gained prominence on TikTok. #BookTok, #BusinessTok, and #TikTokMadeMeBuyit have millions of views and show a catalog of TikTok products, reviews, tips, lessons, and live streams, created by influencers on the app.

These hashtags help in search and impact the users' purchase decisions. Popular hashtag challenges used for TikTok marketing encourage other users to participate in creating content for the hashtag and go viral.

Booming Industries on TikTok

One of the most talked-about interests on TikTok is beauty, fashion, and jewelry, followed by art, interior, food, mobile accessories, toys, and dental, among others.

Statistics show that many beauty products have gone viral on the channel overnight after receiving user reviews. Maybelline mascara and Diecem's peeling solution under TikTok products lists saw a spike of nearly 400%. Even the hashtags like #skyhighmascara and #theordinaryskincare have close to 200 million views on the app. 

Four TikTok Marketing Tips Brands Can Adopt 

1. Drive engagement with influencers  

Brands like L'oreal Paris, SuperGoop, Casetify, etc., are crushing their TikTok influencer marketing strategies to reach their target audience through entertaining content. 

To help brands overcome the challenge of finding influencers, TikTok has launched a creator marketplace for you to pick top influencers in almost every niche. 

Use influencer services for media campaigns like Ant Group. Ant Group's service provides the perfect KOLs in the niche of brands with large databases.

‍TikTok marketing tip:

Always go for the creator who understands your niche, has dominance on other platforms like YouTube, Instagram, or Facebook, knows your target audience, and can generate high engagements and sales.

2. Stay on trend 

TikTok is a platform driven by the latest trends. Following the trending hashtags makes you more discoverable. Since users like to watch videos on the same trend one after another, this Tiktok marketing strategy can clock more views and engagements. 

A better understanding of your competitors will give you an edge. Services from Ant Group will help you compare brands and market trending features, and access the latest trends across multiple social media platforms.

‍TikTok marketing tip:

Creating just any type of content for the trend won't work. The trend you pick should suit your marketing strategy and tell your brand's story effectively. Otherwise, you might end up losing your existing viewers. 

3. Build communities with constant communication 

Communities create a sense of belonging and strengthen the connection between customers and a brand, leading to increased brand loyalty. Regular interaction with your audiences through comments, likes, and shares can fit you right.

4. Cross-promote content to expand the reach 

Cross-promoting TikTok content on Instagram, YouTube, etc., is a great way to target your customers on other platforms and expand your reach. 

The platform's automatic sharing feature allows you to post content on Instagram and YouTube directly from the platform. You can post the content on Instagram reels, stories or posts, YouTube shorts, or videos. 

Summing Up

The increasing popularity of TikTok creates a massive opportunity for companies to start a campaign on the platform and get ahead of the leading brands. 


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