The power of community commerce is set to revolutionize this key retail moment on the platform
10 October 2021: As a driver of exploration, TikTok serves users something new and unexpected with every scroll of the thumb. With a new favorite product or brand just a swipe away, TikTok has become the place where trends take off and brands are born. As a matter of fact, 74% of TikTok users believe that the platform helps them get ideas about brands and products they’d never thought of before, showing the extent of the platform’s influence on purchase behavior. One such phenomenon is the hashtag #TikTokMadeMeBuyIt, currently reaching over 5.5 billion views and responsible for putting products and brands on the map. It’s a way for users to show off the recent purchases they’ve made because of the platform, interact with and learn from a passionate consumer community. Whether a compelling video, hilarious review or authentic recommendation, one post can be all it takes for a product to go viral and be an overnight sell-out success for brands.
So how can brands learn from the success of arguably one of the most important retail calendar moment of the year? Easy, they leverage it.
As per the Ipsos study conducted in July 2021 (KSA, UAE, Egypt, Turkey), 73% of shoppers are relying on video platforms for Black Friday purchase planning whilst 66% of TikTok users agreed that the platform has helped them decide what to buy during Black Friday in 2020 *. Businesses seeking to embrace these opportunities are set for success on TikTok. With its authentic and highly engaged community paralleled with a wide portfolio of products and tools, TikTok has the right mix to help brands inspire, seed, sell and sustain, far beyond the occasion.
Here’s how brands can optimize Black Friday on the platform via the three-week expedition, turning inspiring shoppers into loyal fans:
Inspire: The first phase, which begins three weeks before Black Friday, is focused on seeding interest. Research showed that nine out of 10 TikTok users, express interest in watching Black Friday videos created by brands and creators during this exploration phase, and more than two in three are planning to create their own. This is the time for brands to inspire and attract shoppers. Through videos on TikTok, people are exposed to products in real life context, which increases resonance by shoppers and chances of engagement.
Seed: The two weeks leading to Black Friday is when consumers start filling their carts or “wish lists”, turning products that were perceived as “nice to have” into “must haves”. For them to consider making purchases, they need to see authentic content, that they can trust. People also want to know what their community thinks. They trust other people, not ads, and fortunately, content on TikTok is rooted in unfiltered reality. With the community at the heart of the experience, believability characterizes the content on TikTok and drives trust and higher consideration amongst shoppers.
Sell: You can explore Dynamic Showcase Ad which helps brands serve users personalized, targeted ads based on the users’ interests.
Sustain: It doesn’t end here! After the consumer has made the purchase, it is time to turn them into your supporters and advocates. Brands can foster intimate relationships to develop buyer loyalty. TikTok users love to share hauls, reviews and tutorials; offering trustworthy opinions which their followers can rely on. These are real people sharing their real opinions, creating a digital version of word-of-mouth advertising, which makes their reviews instantly more authentic and credible. 73% of shoppers on TikTok give product recommendations to friends & family on Black Friday. It is important to gain the trust and satisfaction of your customer, to sustain them and create the domino effect, from to #TikTokMadeMeBuyIt.
Here are a few ways to make yourself stand out this Black Friday and join the #TikTokMadeMeBuyIt trend:
Mix organic with paid: If a specific audience is noticing your product, target them with your paid ads for the most effective results. You can also use the newly introduced Spark Ads which is a new native ad display format that enables brands and businesses to boost not only their own popular organic posts but also amplify relevant content shared by the community.
For brands looking to build a robust content strategy, they can amplify original creative videos seamlessly through Spark Ads. Additionally, brands can keep the fun going with Stitch and Duet features enabled making it easy for the community to reinterpret, reinvent and build on the creativity.
Drop it on TikTok: Use TikTok Creator Market Place to connect with rising TikTok creators. The TikTok Creator Market Place ( TTCM) fosters more authentic engagements between brands and creators, as it allows brands, marketers, and agencies from all stripes to meet and connect with rising TikTok creators.
Use FOMO moments: Create a sense of urgency to propel impulse buys, through timed sales One Day Max Ads.
Hype the haul: Invite your customers to show off what they’ve bought from you, showcasing your product range and providing a spontaneous reaction.
Offer helpful hacks: Demonstrate individual products in detail, with tips for how to personalize, upcycle or reinvent them.
Show yourself: Interact on a human level with your users and remind them that there are real people behind the brand.
Today, consumers are equal stakeholders in the purchase cycle. They are telling brands about the type of experience they desire and the type of communication they expect. Leaning in on a platform like TikTok, where the community is at the center of the shopping experience can amplify brands in a new way like nowhere else, increasing joy, trust and reward, this Black Friday and beyond.
