{"id":5370,"date":"2022-02-18T18:58:43","date_gmt":"2022-02-18T18:58:43","guid":{"rendered":"https:\/\/www.britopian.com\/?p=5370"},"modified":"2023-03-10T20:21:44","modified_gmt":"2023-03-10T20:21:44","slug":"tiktok-path-to-purchase","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/data\/tiktok-path-to-purchase\/","title":{"rendered":"TikTok’s Mobile Path to Purchase Behavior: The Infinite Loop"},"content":{"rendered":"
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TikTok is the world’s most popular social media app, with more than 1 billion users<\/a> globally. Are you using TikTok to engage with your audience? <\/p>\n\n\n\n

Why this matters: <\/strong><\/p>\n\n\n\n

Everyone uses TikTok. It’s not just an app for Gen Z. <\/p>\n\n\n\n

Their growth and momentum continue to rise as the app appeals to more than just the Gen Z audience<\/a>. While 50% of TikTok users are under 29, older millennials and Gen X audiences also find value in using the platform (21% of TikTok users are between 30-39, and 20% are between 40-49).<\/p>\n\n\n\n

TikTok has also become the number one app for influencers and creators to gain exposure and build their following. The app’s popularity is growing as users spend more time on this platform than any other video-sharing app, including YouTube and Instagram. In addition, brands that have used TikTok and aligned with influencers and creators have seen great results in providing consumers with a path to purchase analysis.<\/p>\n\n\n\n

TikTok is where social media stars are born, and entertainment, technology, and commerce intersect. It’s transforming how consumer and B2B brands partner with creators, connect with new audiences and deliver a purchase path that converts.<\/p>\n\n\n\n

TikTok Delivers on the Path to Purchase Journey<\/strong><\/h3>\n\n\n\n

According to a study by the mobile performance marketing company Tune, TikTok’s influence on purchase decisions is significantly more potent than other social media channels. The company’s report revealed that 15% of their surveyed users would take action after viewing an ad on TikTok. This puts it well above Instagram (5%), Snapchat (7%), and Facebook (8%) in terms of impact on the mobile path to purchase journey. The recent TikTok Brand Study<\/a> also sheds some light on Gen Z purchase behavior.<\/p>\n\n\n\n

TikTok’s high purchase intent is likely due to the app’s successful use as a direct-response marketing channel. Many influencers and creators use messaging apps like Kik, WhatsApp, and Line to drive traffic back to their social media channels and build their audiences to convert followers. This tactic works well on TikTok, where video views are measured in seconds, and users have the opportunity for immediate feedback from others when they respond to a friend’s comment or “duet” with another user.<\/p>\n\n\n\n

TikTok also has less stringent restrictions around branded content than other social media channels. This seamlessly lets influencers and creators weave their sponsors’ messages into their content. This increases brand awareness and engagement, ultimately driving intent within the path to purchase analysis.<\/p>\n\n\n\n

Another factor for TikTok’s impact on purchase decisions is its integration with other apps like Instagram and Facebook. Users can take a video from their camera roll, add a filter or makeup effect, and post it to Instagram. They can also go directly from TikTok to Instagram Stories, where they can add text, stickers, memes, polls, music, and filters. This path is shorter for users participating in meme culture or showcasing their creativity through short 15-second videos often shared on multiple platforms.<\/p>\n\n\n\n

TikTok is also used for influencer marketing in the B2B space, specifically in the e-commerce industry, for lead generation, awareness building, and increasing customer loyalty<\/a>. With this approach, retailers that have seen success use micro-influencers to create compelling content that connects with their target audience. They then monitor content performance and determine which influencers are best suited for future campaigns.<\/p>\n\n\n\n

TikTok continues to evolve its platform and add new features that make it easier for marketers to be successful with their marketing efforts. Recently, they released a software development kit (SDK), enabling brands to integrate influencers into their apps, collect data on user behavior, and even create augmented reality experiences, which will help drive innovation for metaverse marketing<\/a>.<\/p>\n\n\n\n

TikTok’s Infinite Loop = Path to Purchase Journey<\/strong><\/h3>\n\n\n\n

In February 2022, TikTok and Material launched a global research study<\/a> to try and understand what role TikTok plays in the consumer purchase funnel. According to the findings, TikTok found that its users don’t go down any linear path when purchasing products. Instead, it’s an infinite loop with no beginning of the journey that ends in a sale or conversion.<\/p>\n\n\n\n

They enter, exit, re-enter, exit, and re-enter as often as needed before purchasing. Their purchase behavior is dedicated to their values, wants, desires, and needs. It reminds me of the matrix.<\/p>\n\n\n

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One benefit of TikTok over other platforms is the entertainment factor. By providing users with relevant and personalized content, they re-enter the Infinite Loop with entertainment value commerce. As a result, retail brands can create engaging customer experiences that make shopping exciting, entertaining, and participatory.<\/p>\n\n\n\n

The Cone of Learning was a model created by Edgar Dale in the 1960s. He researched the education sector and tried to understand how students retained information. He theorized that people retain more information by what they “do” instead of hearing, reading, or observing other senses. The model states that after two weeks, people will only remember:<\/p>\n\n\n\n