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Analysis Reveals TikTok’s Influence On Customers’ Buy Journeys

TikTok shares the second installment of its Path-to-Buy Report, a research that reveals TikTok’s affect on customers’ buy journeys – from discovery to consideration to post-purchase evangelism.

The most recent analysis offers manufacturers a number of fascinating insights into how they’ll harness the platform not solely to drive culturally related conversations but in addition to supercharge their gross sales.

As well as, the report demonstrates how TikTok’s platform and neighborhood can drive affect past spur-of-the-moment impulse buys.

Customers are inclined to share joyful content material about big-ticket buy objects equivalent to holidays and new automobiles, which in flip drives motion amongst different customers who’re desperate to take part within the dialog each on and off the platform.

Key highlights of the most recent analysis embody:

  • TikTok has a robust and optimistic affect all through the acquisition journey. The truth is, 50% of customers report that they’re extra prone to really feel joyful, excited, or completely happy concerning the merchandise they’ve bought.
  • TikTok seems to be a word-of-mouth market that’s pushed by post-purchase actions. Customers flip to manufacturers, creators, and trending matters to find new merchandise.
    • 58% of TikTok customers uncover new manufacturers and merchandise on the platform.
    • 44% found one thing they instantly went out to purchase.
    • Discovery occurs on TikTok 1.1x greater than on different platforms.

It’s additionally price noting that what occurs on TikTok doesn’t keep on TikTok.

  • TikTok customers are 56% extra prone to analysis new manufacturers or merchandise on the platform than on different platforms, even for bigger-ticket purchases like automotive and journey.
  • Nonetheless, these TikTok-inclusive journeys additionally see:
    • 65% of customers conducting extra on-line analysis.
    • 57% of customers looking for extra particulars on the place to purchase merchandise.
    • 54% of customers additionally conducting in-person analysis.

TikTok’s distinctive discovery patterns and powerful engagement conduct within the analysis course of additionally signifies that happy prospects amplify manufacturers and merchandise post-purchase.

  • 58% of TikTok customers satisfied one other particular person to make use of a product
  • 49% of TikTok customers suggest merchandise to those that are looking for them.
  • 47% of TikTok customers persuade others to purchase merchandise that they noticed on the platform,

Matt Southern, Search Engine Journal’s Senior Information Author, lined the primary a part of TikTok’s international analysis research again in February in an article entitled, “TikTok a Key A part of Customers’ Path to Buy.”

That analysis discovered that the trail to buy on TikTok appeared extra like an “infinite loop” than the normal path to buy.

Research Reveals TikTok’s Impact On Consumers’ Purchase JourneysScreenshot from, February 2022

And in an article that I wrote in December 2020, which was entitled, “The Way forward for search engine optimisation Lies within the “Messy Center” of the Buy Journey,” analysis by Google’s shopper insights staff within the UK additionally discovered that customers loop between exploring and evaluating the choices accessible to them till they’re able to buy.


Research Reveals TikTok’s Impact On Consumers’ Purchase JourneysScreenshot from, July 2020


And I outlined an identical looping course of for locating new movies and sharing compelling content material in my e-book, YouTube and Video Advertising, which was revealed again in November 2011. And I’d been impressed to create this mannequin of video search and sharing by studying about analysis that was performed earlier than I used to be born.


Research Reveals TikTok’s Impact On Consumers’ Purchase Journeys


In 1948, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet revealed The Individuals’s Alternative, a research of the 1940 U.S. Presidential election. They discovered a two-step movement of communication. Step one, from media sources to opinion leaders, was a switch of knowledge, however the second step, from opinion leaders to their followers, additionally concerned interpersonal affect.

Greater than a decade in the past, I used the two-step movement mannequin to clarify how YouTube labored. Harnessing this perception enabled creators and entrepreneurs to leverage YouTube’s distinctive energy because the world’s largest video search engine in addition to the world’s largest video sharing website.

So, TikTok’s newest analysis is supported by a sequence of comparable findings over 80 years. That signifies that whether or not you need to construct model consciousness, generate certified leads, increase visitors, or enhance conversions, social video works way more like word-of-mouth advertising and marketing and loads much less like mass media advertising and marketing.

And recognizing that is the important thing to creating digital advertising and marketing methods that may harness TikTok’s affect on customers’ buy journeys – from discovery to consideration to post-purchase evangelism.



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