Here’s What Inspires Users to Buy Products on Social Media

TikTok found that 78% of consumers surveyed have discovered new products while viewing content creator videos.

October 21, 2021

Social Media Apps on a Phone

ALEXANDRIA, Va.—A new report from TikTok found that 72% of consumers find shopping on social media platforms convenient, and 78% of consumers are open to purchasing a product on a social media platform. Another 72% think there should be more opportunities to shop on social media channels. The report is comprised of data from a global survey of 2,230 consumers across 11 markets.

In the report TikTok outlines the difference between social commerce and community commerce, the latter of which TikTok uses on its platform. Social commerce uses social interaction and user contributions to assist online buying and selling of products and services. In contrast, community commerce is “entertaining, compelling content that just happens to feature brands,” said the report. “It is creator-driven, word-of-mouth marketing that has taken over the TikTok platform and injects a new opportunity into content creation on social that is more authentic to its environment.”

Companies looking to sell their products through TikTok work with TikTok users who know the platform, and brands can see significant results. On average 85% of those surveyed have purchased a product or service after seeing it advertised or reviewed on social media. Meanwhile, 80% of users say TikTok helps them get ideas about brands and products they’d never thought of before.

TikTok found that 35% of those surveyed discovered a food and drink product via a video on the “For You” feed versus 23% via an ad and 20% through a video from a particular brand/company.

When it comes to the types of influencer videos TikTok users want to see, 72% find ordinary content creators more interesting than celebrities, and 78% have discovered new products while watching content creator videos.

Looking to market your brand during the era of “meaningful media”? NACS Magazine dived into how and why social media followers fall in love with brands that create connections through humor, values and authenticity in their messaging.