TikTok's influence on brand discovery
TikTok is a powerful force for brand discovery and consumer engagement. But just how influential is this platform in shaping purchasing decisions? We recently surveyed 1,005 TikTok users in the United States to uncover the platform's impact on brand discovery, user preferences, and purchasing behavior. From generational differences to the effectiveness of sponsored content, our research shows the relationship between TikTok users and the brands they encounter, offering valuable insights for marketers and businesses looking to harness the platform's potential.
Key takeaways
- One in four TikTok users use TikTok specifically to find new brands.
- 54% said that knowing a brand sponsored a TikTok made them trust the content less.
- Two in three people found a brand they liked on TikTok and made a purchase.
- People who made purchases from TikTok Shop were twice as likely to feel buyer's remorse as those who bought from a third party.
- Shoppers spent an average of $49 in the past month on purchases inspired by TikToks.
Summary/Overview
Finding brands online
TikTok has become a powerful platform for brand discovery, influencing consumer behavior across different demographics. This section explores how its users find and engage with new brands.
A quarter of TikTok users have adopted the platform specifically as a tool for seeking out new brands. This was especially true among women, who were more likely to look for new brands on TikTok (29%) than men (25%). We also saw generational differences: Gen Z led with 34% having searched for brands on the platform, followed by millennials at 29%, while Gen X users were less inclined at 18%.
The visual nature of TikTok content makes it an effective way for brands to reach consumers through various engaging formats. These include short-form videos, live streams, interactive challenges, duets, and user-generated content. These diverse content types allow brands to showcase products, demonstrate uses, and connect with audiences in creative and authentic ways. About two-thirds of the TikTok users surveyed said they found brands on the platform thanks to a visual demonstration.
Different social media platforms appeal to their users for various reasons. TikTok's short-form content was the driving factor for 42% of users' preference for this platform over others. For those who didn't use TikTok for brand discovery, YouTube was the social media platform they went to to find new brands. The perceived authenticity of TikTok also played a significant role in its appeal, with nearly one in four users feeling it was more authentic than other social media platforms.
What makes an enticing TikTok?
TikTok's unique format and content style have a big impact on how users engage with brands on the platform. This section examines user preferences for brand content on TikTok and how influencer collaborations and sponsored content affect user perceptions.
Most TikTok users (nine in 10) said they prefer to discover brands through regular TikToks on their FYP rather than specialized formats such as live videos or stories. Users also valued three key factors in brand-related TikTok content: relevance to the viewer, video length, and perceived authenticity. A good marketing strategy includes what's relevant to your target audience.
Partnering with social media influencers might improve your video marketing efforts as well. A quarter of TikTok users said brands come across more favorably when collaborating with an influencer. Sponsored content is another story, though: 54% of users said they're less likely to trust a brand using sponsored TikTok content. This skepticism was high among Gen Z, with 67% distrusting sponsored content compared to 51% of millennials and 49% of Gen X.
The purchasing process
TikTok's influence extends beyond brand discovery — it also impacts users' purchasing decisions. This section explores the platform's role in driving sales and its effect on consumer spending habits across different generations.
TikTok can be an effective driver of sales, making it a valuable part of your brand strategy; two-thirds of users who had found a new brand on the platform have since purchased from that brand.
Gen X was the generation most likely to have bought something on TikTok Shop — 50% compared to 43% of both millennials and Gen Z. However, TikTok Shop purchases were also associated with higher rates of buyer's remorse. Its shoppers were twice as likely to regret their purchases than those who bought from third-party vendors.
On average, shoppers had spent $49 in the past month on purchases inspired by TikToks. The average spend on TikTok-inspired purchases varied by generation:
- Millennials ($52)
- Gen Z ($47)
- Gen X ($44)
While the average purchase total was well under $100, 20% of millennials had spent more than this on a TikTok-inspired purchase in the past month. This was followed closely by Gen Z, 17% of whom had spent over $100 buying from a brand they found on the platform. Gen X was more conservative — only 12% had done the same.
Reaching customers on TikTok
TikTok has become a significant touchpoint in the consumer journey, with its unique format and content style driving engagement and purchases across generations. While TikTok offers unprecedented opportunities for brands to connect with audiences, it also presents challenges, particularly in maintaining authenticity amid sponsored content.
To stand out in TikTok's crowded marketplace takes creativity, authenticity, and strategic engagement. By understanding user preferences, spending patterns, and different generations' behaviors on the platform, marketers can craft effective campaigns and foster meaningful connections with their target audiences.
Methodology
We surveyed 1,005 TikTok users living in the United States to discover how they use the platform for brand discovery. Among them, 45% were men, 52% were women, and 2% were nonbinary or nonconforming. Additionally, 3% were baby boomers, 21% were Gen X, 54% were millennials, and 21% were Gen Z. Methodology percentages not totaling 100% are due to rounding.
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