Posted inNewsGlobal

How powerful is the #TikTokmademebuyit trend?

The famous app is reshaping e-commerce and influencer marketing.

From feta cheese to slime, TikTok is a platform where anything can go viral. While the platform was first created to provide users with a fun and vibrant experience, it quickly became the hub for brands looking to expand into e-commerce and customers who are knowingly or unknowingly promoting products.

For the past couple of years, influencer marketing has reached an all-time high, with brands partnering up with social media figures to promote their items and collection. However, with over 5 billion views on the #TikTokMadeMeBuyIt hashtag, one can say that Gen Z is also turning to TikTok for the latest finds and thus any user (and not just influencers) can turn the simplest of products into a sensation.

One example that is often given is Nathalie Covarrubias, who posted a video of herself on the platform, obsessing over her newest heart-shaped Kate Spade while sitting in a parking lot. But guess what? The 300$ bag ended up selling out on the brand’s website when other TikTokers also copied her video showing their newest TikTok induced purchase, creating what is known as the “domino effect”.

This kind of authentic content is exactly what is setting TikTok apart from other platforms while also pushing people to refer to TikTok communities for their next buy. When users witness multiple regular users using and testing the products with no intention of promoting them or forcing a review, they are instantly tempted to give it a try themselves.

In this case, where do brand collaborations and influencers fit in then?

First of all, brands can no longer collaborate with the big shots and guarantee that their sales will increase, at least not on TikTok. They will need to find genuine, natural advocates for their brand who can convince the niche audience that they actually use the products in real life.

Second of all, influencers have to put in the extra effort to ensure that their reviews come off as honest and not just another paid partnership. Also, it will be useful for digital entrepreneurs to regularly share personal favorites using the distinguished hashtags to gain their community’s trust and land more brand deals with their credibility.

All in all, we can answer our own initial question by saying that #TikTokMadeMeBuyIt is very powerful indeed. It is safe to say that brands that want their products to fly off the shelves will be forced to tap into the TikTok trend while influencers will have to adapt to the new way of selling things.

Now what about you? Has TikTok ever made you buy something you didn’t know you needed? Let us know by sharing this article and tweeting us @itpliveme