TikTok e-book: Why TikTok makes customers make purchasing decisions

TikTok eBook: Why TikTok Makes Them Buy mainly discusses the impact of TikTok on user purchasing behavior and the marketing opportunities it provides for brands. The specific content is as follows:

1. The appeal and characteristics of TikTok:

- TikTok has over 1 billion users worldwide and has achieved large-scale audience growth in Australia and New Zealand.

- It is an entertaining, accessible, and social platform that provides users with a wealth of content, attracting people of all ages and backgrounds.

- TikTok’s intelligent content discovery process allows users to discover fresh content based on their viewing preferences and habits, helping brands achieve rapid growth and maximum visibility.

- Based on a content graph, TikTok is an entertainment platform that rewrites the rules of entertainment, gives power to users, and drives user engagement and sense of belonging.

2. The impact of TikTok on user purchasing behavior:

- TikTok influences buyer behavior, with 92% of users globally taking action after watching TikTok, and Australian users coming to the platform for inspiration.

- 46% of Australian users say TikTok is a source for discovering new things, 35% say it is a source for keeping up with trends, and 27% say it brings unexpected surprises.

- 67% of users say TikTok inspires them to shop, even if they had no plans to shop.

- The purchase path on TikTok is not linear, with 41% of Australian users making an immediate purchase after discovering something on TikTok.

- The #TikTokMadeMeBuyIt hashtag on TikTok reflects user purchasing behavior. Creators use this tag to share product demonstrations, showcase unusual purchases, behind-the-scenes content, and unboxings of amazing buys, which has driven sales growth for some brands.

- The positive atmosphere on TikTok builds trust and promotes business development. 38% of Australian users believe anyone can become popular on TikTok, 79% create posts to showcase consumer goods purchased on TikTok, and 42% have persuaded others to buy consumer goods because of TikTok.

3. Successful brand cases and tools on TikTok:

- The brand Koala, through cooperation with TikTok and Incubeta, tested the performance of native-style content versus repurposed assets, creating content that fits TikTok’s platform narrative and achieving stronger CPC and higher CTR than repurposed ads.

- The brand Mecca launched innovative live streaming events on TikTok to promote its exclusive collaboration with Charlotte Tilbury, increasing brand awareness and attracting a large number of users and viewers.

- TikTok provides brands with optimized ad types and configurations, including In-feed ads, Branded Hashtag Challenge, Branded Effects, and TopView. Brands can create ads through TikTok Ads Manager and collaborate with creators via Creator Marketplace.

4. The effectiveness and advantages of TikTok advertising:

- TikTok has a significant and measurable impact on CPG sales. Running multiple TikTok ad formats produces a positive synergy, and compared to other media, TikTok can bring higher ROAS for CPG brands.

- Forever New, through cooperation with TikTok and Incubeta, tested the cost per click and click-through rate of different creative assets. By using TikTok-style creatives and accessing the Creator Marketplace, they attracted authentic fashion influencers to showcase their collections, achieving better cost per click and click-through rates.

5. Becoming part of the TikTok community:

- TikTok advertising is the beginning of building long-term relationships with brands. Purchasing products inspires content creation, which in turn promotes purchases, forming a cycle.

- 26% of TikTok users follow brands after making a purchase, 20% send private messages to brands after purchase, and 25% comment on brand posts after purchase.

- TikTok users spend more when using TikTok during their retail purchase journey. They have lasting excitement about the products they buy and become brand advocates.

- TikTok plays a leading role at every stage of the retail purchase path. Brand content plays a key role in TikTok’s infinite loop, bringing together creators, communities, and products.

This report highlights TikTok’s powerful influence on user purchasing behavior, as well as the marketing opportunities and success stories it provides for brands, encouraging brands to leverage the TikTok platform to achieve business growth.