Business & Investment

TikTok users discover brands on video sharing platforms and make purchase decisions

NS Patricia Mirasol

According to e-commerce company Shopify, TikTok is a powerful commerce tool. Twenty-five percent of users say they bought or researched a product after seeing it in a video-sharing app.

“Users use the platform to discover new brands and make purchase decisions,” said the manager of Shopify’s shopping assistant app, Shop, at an event hosted by an Ontario-based company on October 13. One Atlee Clark said.

Clark told the event audience that the brand was able to create a storefront on TikTok by adding a shopping tab to their profile and integrating Shopify products. The content of social media apps is shared with the most interested viewers, so reaching an individual is independent of the creator or brand’s follower list.

Reliability and relevance underpin the success of brand and marketing campaigns on social media. Since February 2020, 76% of Shopify’s 1.7 million merchants (including 9,640 Philippine-based stores) have already embraced social commerce practices as part of their business strategy.

“The creator community is a gathering place for content, community and commerce,” Clark added.

With over 1 billion monthly active users worldwide, TikTok is one of the tools brands use to build connections with both new and existing customers. In the Philippines, its commercial potential is already being exploited by the medical aesthetics center Belo Medical Group and the online shopping platform Shopee Philippines.

Third brand electronics company Samsung Philippines reported that it has increased brand awareness and engagement by adopting the TikTok gamed hashtag challenge for the launch of the Galaxy A12 and A02 smartphone models. In the 2021 campaign, ad recall increased by 7.35%, purchase intent increased by 11.25%, and brand preference increased by 9.5%.

Video sharing platforms are ideal for brands that are targeting or raising awareness for younger audiences. Forbes In the article in July 2020. It is also suitable for people who can introduce services and products with videos and can comfortably share easy-to-use content.

Facebook’s Instagram Reels and Google’s YouTube Shorts are similar short-form video platforms introduced to the market in the third quarter of 2020.

TikTok users discover brands on video sharing platforms and make purchase decisions

https://www.bworldonline.com/tiktok-users-discover-brands-and-make-purchasing-decisions-on-the-video-sharing-platform/ TikTok users discover brands on video sharing platforms and make purchase decisions

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