TikTok users are more receptive to brand content. An independent study revealed the two key dimensions that TikTok stood out from its competition.
TikTok users are also reported to have a higher purchase intent. In fact, the #TikTokMadeMeBuyIt hashtag has 13.8 billion views to date.
Beyond that, the engagement continues post-purchase. 1 in 4 users would show off the product in a post while 1 in 5 users would make a video tutorial. This fuels an infinite loop of discovery and purchase, all within the TikTok sphere.
What we are seeing is emotional marketing at play. Behind this is an algorithm that understands and feeds the subconscious mind. Social media users are searching for connections with the like-minded – be it with the larger community or brands.
Brands could deviate from the hard-fact approach of shouting out Unique Selling Propositions (USPs). Instead, employ Emotional Selling Propositions (ESPs) to drive engagement and brand preference. For instance,
Consumers are more likely to watch till the end when the content is engaging. Funny content is also highly shareable – think about how you’d instinctively forward a funny piece to your chats. In a recent study, 73% of Singaporeans surveyed would choose a brand that uses humour over its competition even if that means paying more.
Brands (such as government agencies) that may not seem to have a natural fit to the casual, humorous side of TikTok can instead drive engagement by leveraging on competitiveness.
Dropping the glitz and glamour, TikTok focuses on raw, everyday moments. Build on this to drive conversations and engagement.
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