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In the ever-evolving digital landscape, data is the backbone of decision-making, user experiences, and growth for businesses.
TikTok stands out as a unique case study in the realm of data-driven success. While other platforms are seeing declining time spent, TikTok is growing. One estimate suggests that US adults will spend 18.6% of their social media time on TikTok by 2024, tying with Instagram.
According to another estimate, the app will be used by 23.1% of US social commerce buyers this year, overtaking Pinterest, with 11% of all consumers now starting their shopping journey on TikTok. So, what’s driving this success?
Content at every stage of the marketing funnel
TikTok has emerged as a powerful full-funnel marketing channel, with agencies and media companies remaining optimistic about continued investment. The platform’s impact is felt at every stage of the customer journey, from discovery to consideration and, finally, purchase.
44% of daily users want branded content to be fun and entertaining. This results in users being 1.5x more likely to make a purchase immediately after seeing it in their feeds. It figures: the hashtag #TikTokMadeMeBuyIt has over 44bn views.
TikTok’s loop-shaped conversion funnel
Traditional marketing funnels no longer define the modern consumer’s purchasing journey. TikTok has redefined the conversion funnel, transforming it into a loop that encourages customers to continuously engage with brands. This approach keeps users within the brand’s content and creates lasting relationships and communities.
TikTok now also acts as a discovery engine, with nearly three in five users claiming to discover new products through the platform. Users also consider the opinions of others when making purchase decisions, with 58% feeling more positive about a product after seeing it on TikTok.
Paid media on TikTok
Here’s an example: TikTok provided an excellent opportunity to promote films across the UK for one of our clients, letting us both…
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