TikTok Made Me Buy It – The Power of Social Media

Still think it’s just a dancing app? Think again. TikTok is seriously useful for B2C brands, and in this blog, I’m going to tell you why you need to get your brand involved ASAP.

Let me show you:

The TikTokMadeMeBuyIt hashtag has over 37.1 billion views on the channel, and that doesn’t even take into account the millions of views for the incorrect variations of it!

This hashtag contains thousands of videos of regular people who have bought something from the TikTok shop, and then reviewed it on the platform – either recommending others to buy it or telling them what they didn’t like about it.

TikTok shop works so well because the user journey is so streamlined. They open the app and watch a 60s video about a product, the product is linked, and the user can purchase within the app with a few clicks.

Let’s also not forget that there are over 1 billion monthly active users on the platform!

Still not sold? Ok, how about this

Gen-Zers are now reportedly using TikTok as a search engine (if you want to know more about that, click here to read my other blog). They’re looking for authentic and honest reviews/opinions about brands and products they already buy from or are looking to buy from in the near future so that they can make sure the brand and product align with their values as a person.

When we take the above into account, it then makes sense why ‘TikTok made me do it’ does so well. Because it makes the path to purchase so seamless. And it’s all thanks to social.

We have social proof!

This blog may feel like a love note to TikTok (I do love you though, TikTok) but the platform offers direct evidence that social converts sales and creates action. What’s not to love about that?

One of the most painstaking parts of working in social media is the constant need to prove that social works for brands. Unless you’ve set up a paid conversion campaign on a platform, it can be hard to prove.

Brands that are already getting in on the action

High-street store Boots capitalised on TikTok in 2022 by creating the ‘TikTok made me do it’ beauty box which contained five viral products from the platform at 50% of the cost to purchase alone. For a double whammy, Boots also did an influencer campaign with TikTok creators posting with the box. Although the product is no longer on sale, it was a great idea for them to bring social to in-store. The box meant that the shopper’s mission was made even easier. The consumer didn’t have to look around the store to find the multiple items they were looking for, and shelves didn’t need to be replenished for specific items. They were all readily available and packaged up for a beauty lover.

If your algorithm means that you see a lot of food reviews on your FYP, then you’ll be familiar with Samyang noodles. This brand was fairly unknown to the wider western audience (unless you also watch food challenges on YouTube: Fire Noodle Challenge), but then they did – what looks like- multiple bursts of gifting to creators of all sizes on the platform, and putting bundles of flavours for sale on the TikTok shop. What has happened since, is that Samyang noodles are now known by their brand name, and every time I’ve gone to buy the product in a supermarket, they’re sold out! Instant noodles aren’t something I could have ever imagined being sold on social media, but somehow it works.

TikTok’ doesn’t sound like a word anymore

I’ve mentioned the word ‘TikTok’ too many times to count, and it doesn’t sound like a word anymore. But hopefully, the above has convinced you to get your brand involved with the platform. And if you’re looking for some help to get your brand started with it, let us know!

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