TikTok, a platform known for its short-form videos and viral trends, has become a powerful tool for influencing consumer behavior.
From cleaning supplies to books, TikTok creators drive sales and change how people discover and purchase products.
But what makes TikTok so effective in influencing buying decisions?
The Rise of Hashtags and Communities
TikTok has given birth to various communities such as #cleantok, #dogtok, #beautytok, and #booktok.
These hashtags have become creators’ hubs for sharing reviews, recommendations, and endorsements.
According to BBC, “Data shows users who promote certain books with the hashtag have driven sales of the titles they feature.”
Source Credibility and Authenticity
Trusting the Creator
A key element that drives users to purchase products is “source credibility.” People are more likely to buy products if they perceive the creator as competent and credible.
Angeline Scheinbaum, associate professor of marketing at Clemson University, emphasizes that users look for a “fit with the product or service” as a badge of authenticity.
Organic Endorsements
A creator’s credibility increases when their recommendation is organic and unpaid.
Scheinbaum notes, “Organic influencers are so much more authentic, their motivation is to genuinely share a good or a service that has brought them joy or convenience in their life.”
The Parasocial Effect
The emotional connection between creators and viewers, known as the parasocial relationship, plays a significant role in influencing purchases.
This one-sided relationship leads viewers to believe they are closely associated with the creator, even though the creator may not know the viewer exists.
Valeria Penttinen, assistant professor in marketing at Northen Illinois University, explains, “Parasocial relationships are so strong that people are moved to buy.”
Perfectly Packaged Content
TikTok’s unique way of packaging content makes shopping feel like a game.
Kate Lindsay, a journalist who covers internet culture, says, “You’re not just buying a product, you’re buying something in pursuit of this larger lifestyle.”
This approach draws users into trends and encourages them to try out products.
While TikTok’s influence on consumer behavior is fascinating, it’s not without its pitfalls.
The emotional attachments that drive purchases may lead to overspending or buying products that may not suit the individual.
The rapid nature of TikTok’s content may also make adverts harder to spot, potentially misleading less savvy consumers.
TikTok’s influence on consumer behavior is a complex interplay of credibility, authenticity, emotional connection, and content packaging.
While it offers an exciting new avenue for product discovery and endorsement, consumers must approach it with awareness and discernment.
