Scrolling through TikTok, it’s clear that influencers’ opinions significantly impact the buyer’s journey. When the #TikTokMadeMeBuyIt hashtag began trending in 2020, it inspired users to share their newfound purchases influenced by others. This trend turned TikTok into a prime platform for product discovery through visual user-generated content (VUGC).
The Emergence of TikTok Shop
The hashtag was only the beginning. As users continued to share and link to personal storefronts in their profiles, TikTok innovated. With over a billion active users and a significant portion preferring mobile shopping, the app evolved into social commerce with TikTok Shop. This platform presents new opportunities for direct-to-consumer (D2C) brands, showcasing that VUGC is a compelling way to earn shopper trust and drive purchases.
What is TikTok Shop?
TikTok Shop is a social commerce solution that leverages VUGC to create engaging shopping experiences similar to those on Facebook and Instagram. It began testing in November 2022 and has since gained popularity among businesses and users alike. According to TikTok, one in two users is open to purchasing directly through the app.
Brands can set up their TikTok Shop via a TikTok for Business account. Shopify businesses can use the TikTok Shopify app, while BigCommerce stores have their own TikTok for Business app. Once set up, brands can upload products with photos, prices, and details. Users can access the shop from the brand’s account storefront or through influencer videos on the “For You Page” that link to product detail pages for seamless checkout.
Why TikTok Shop?
For brands looking to expand and drive sales engagingly, TikTok Shop offers unique opportunities to boost product discovery and showcase product value through social proof without being overly salesy.
Product Discovery on the “For You Page”
TikTok’s algorithm-based “For You Page” significantly enhances product discovery. Users are nearly twice as likely to discover new brands and products on TikTok compared to other platforms. Influencer videos with an orange shopping cart link directly to product detail pages, allowing users to learn about and purchase products without leaving the app.
Social Proof and Engagement
With 40 million active users and an average user opening the app almost 20 times daily, TikTok is a powerful platform for showcasing social proof. Positive reviews and testimonials boost the likelihood of purchases. Live reviews or testimonials, especially those describing fabric feel or styling options, can significantly impact purchase decisions.
Brands using Yotpo Reviews and TikTok Shop can integrate reviews into product pages, enhancing social proof and influencing potential buyers.
The Power of Influencers
Influencer marketing on TikTok can drive product discovery, influence consumer decisions, and expedite the path to purchase. Partnering with influencers allows brands to reach a wider audience. Influencer marketing often provides better engagement rates and can boost ROI significantly, with micro-influencers driving almost 4% higher engagement than larger influencers.
Leveraging TikTok Shop and VUGC
Brands can strategize their video content by partnering with influencers. TikTok offers dynamic ways to showcase products:
- Live Shopping: Brands can host live shopping events with influencers. Over 60% of TikTok users enjoy live content from their favorite brands.
- Shoppable Videos: Brands can post influencer videos to their accounts, linking products. Influencers can also post to their accounts, tagging brands and products.
- Product Showcases: Users can navigate directly to a brand’s TikTok Shop from their account to make purchases.
The Future of TikTok Shop
As eCommerce brands continue to test TikTok Shop, expect to see more orange shopping cart icons on the “For You Page.” Influencers and micro-influencers will be crucial in reaching new shoppers and showcasing social proof. TikTok will likely innovate further, introducing new tools and features to create seamless purchase paths within the app. The #TikTokMadeMeBuyIt trend is here to stay, revolutionizing how we discover and buy products online.
