Even so, #cleantok still triumphs in the world of Tiktok just like #dogtok, #beautytok, and others. This is just a small example of how more and more consumers are turning to social media to search for products and shop based on recommendations from well-known influencers and “ordinary people”. Data shows that users who promote certain
Even so, #cleantok still triumphs in the world of Tiktok just like #dogtok, #beautytok, and others.
This is just a small example of how more and more consumers are turning to social media to search for products and shop based on recommendations from well-known influencers and “ordinary people”.
Data shows that users who promote certain books using hashtags have succeeded in driving sales of the books displayed.
This simultaneously changed the design of book covers and the way marketers searched for new titles.
An article on the BBC page as of 21 August 2023 stated that recommendations are not the only driving force for consumer instincts to buy. There is a psychological connection between users and TikTok content creators. There are also mechanisms that play an important role in driving users to buy a product they see on Tiktok.
“Video-based platforms such as Tiktok and Instagram have greatly changed the way consumers make decisions to buy something,” said Valeria Penttinen, assistant professor of marketing at Northern Illinois University, United States of America.This platform by ByteDance uses a different way
No longer long-winded as users consume large amounts of content in a short span of time. There are several elements that move users to accept creator recommendations. This, according to experts, is solely due to the credibility of the source or creator of the content.
Professor of Marketing at Wilbur O and Ann Powers College of Business at Clemson University, South Carolina, USA, Angeline Scheinbaum. Said people are more likely to be moved to buy products displayed on screens if they perceive the content creator to be competent and credible. Especially if there is a sense of “closeness” or a common experience with content creators. Like, for example, housewives who are using and showing off cleaning products. Those creators will have like-minded followers.
When people like us say they’re tired and a certain cleaning solution helps make their job easier around the house, there’s a level of connection and trust that’s felt.
“This has proven to be useful for me and it will definitely be useful for you too”, that’s the message the content creator wants to convey.
The credibility of content creators skyrocket when they, including organic influencers or content creators, recommend something without being sponsored or paid for by anyone. Organic influences, says Scheinbaum, are much more authentic because their motivation is purely sincere to only want to share information about goods or services that have brought them joy and comfort in their lives.
This authenticity can be very useful for encouraging purchases. “Consumers feel more confident because they are buying from someone who has also used the product. So they have a stronger emotional connection, “said Scheinbaum.
Video uploads also tend to increase viewer credibility, more so than still images or text alone. Penttinen says videos create a certain “private disclosure” atmosphere that attracts users.
Even little things like seeing their face, hand gestures. Or hearing how they talk can make users perceive them as more trustworthy.
Many studies have shown influencers on YouTube channels. Include personal information in their reviews to appear like close friends or family members. As a result, more and more viewers feel they know the maker and they become more trusting.
Posts with action and verbal cues. Especially demonstrations and transformations in TikTok videos -which almost function as 30-60 second micro-infomercials- can be very effective persuasion.