TikTok is the Future of Shopping
How brands can break through and unlock growth.
This is the third article in our three-part series, “Why TikTok is the Future of Everything” about the ways in which TikTok is reinventing how we socialize, search and shop.
The average American now spends 80 minutes a day on TikTok –– that’s more than Facebook and Instagram combined. Globally, this jumps to 95 minutes a day. Why? The all-knowing algorithm. It gives us what we want, even the things we didn’t know we wanted. Apply that rubric to retail and imagine the potential for TikTok shopping. TikTokification is coming for Amazon – just like it did for Instagram, Facebook and YouTube. Brands can win by embracing a full-funnel approach that connects culture to commerce through the lens of social.
The Ascent of Advocacy
Advocacy is an often ignored part of the funnel, yet integral to brand success on TikTok (as well as Reels and YouTube Shorts). With 83% of TikTokers saying they use the app for product reviews, the long-tail impact of advocacy can not be overstated.
As consumers continue to trust brands less and peers more, the role of user-generated content (UGC) will play an increasingly important role. Case in point? #DysonAirWrap. With over 2.6 billion views it’s one of the most popular branded hashtags on TikTok. The community creates tutorial videos and continuously shares new hacks. In fact, a video from a snarky Dyson employee named Vito went viral with over 10m views when he demystified discussions around the best way to use the AirWrap.
For some brands (especially those in fashion and beauty), shifting spend from celebrity influencers (reach-focused) to micro-influencers for product demos and reviews (engagement-focused) can be a quick win. In fact, 72% of respondents in a WARC study said they find ordinary content creators more interesting than celebrities.
TikTok Takes On Amazon
According to more than a dozen LinkedIn job postings this month, TikTok has plans to develop its own international product fulfillment centers in the U.S. This includes warehousing, delivery, and customer service (including free returns).
As TikTok expands to allow users to complete transactions on the platform in 2023, it aims to become a frictionless, full-funnel experience – putting it in direct competition with Amazon for the first time. Even without integrated commerce, TikTok became famous for making products go viral. Imagine the impact on conversion rates when those viral moments and buying moments can happen on the same screen.
TL;DR
The TikTokification of digital is coming for Amazon – just like it did for Instagram, Facebook and YouTube. Brands can win by embracing a full-funnel approach to TikTok that connects culture to commerce.
As social commerce goes mainstream, an always-on content strategy paired with UGC and targeted paid efforts will play an increasingly important role in raising conversion rates and building brand loyalty.
In our next issue, we dive into how social content drives social commerce and why ACommerce is the new Ecommerce. For more on how TikTok is reinventing how we socialize, search and shop, read our three part series "Why TikTok is the Future of Everything”
Qulture Case Study
philosophy TikTok Activation
Qulture helped philosophy go viral on TikTok through their #boostofhope campaign. Kicked off by Teresa Jack, we asked creators in the TikTok community to complete the statement “This year, I hope…” followed by their hopes for 2022.
Results
362M total engagement across TikTok
75M reach on TikTok in just 3 days
2.3B+ #boostofhope video views
Services provided
Digital Strategy
Creative Direction
Creator Casting & Art Buying
Content Production