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Published on 2024-08-09
"71.2% of TikTok users admitted to making an immediate purchase simply because they saw it on the app," said Jason Adler, software engineer at Repocket.
This statistic opens a discussion about the growing trend of impulse buying among TikTok users, a phenomenon clearly more pronounced than on platforms like Instagram or Facebook.
A shift in social media influence
Initially, TikTok was known for its efficient video-sharing functions. Nowadays, it's recognized for buying various items. In fact, according to a report, TikTok users are more likely to make impulse purchases when they see products in their feeds.
Another survey also found that 55% have made impulse purchases recently. Instagram and Facebook have 46% and 45% respectively. Additionally, an independent TikTok study confirms that 2 out of 3 users are likely to buy something while on the platform.
The immediacy and persuasive nature of TikTok's content seem to be key factors driving this trend.
The keys to impulse buying: TikTok vs. other platforms
TikTok, with its ingenious algorithm, offers an endless stream of content based on lifestyles and products. The platform makes it particularly easy for users to discover new products and make instant purchases, often bypassing the typical customer journey seen on other social platforms. Here’s a look at some unique features:
While Instagram and Facebook also cater to shopping:
Instagram typically attracts users through curated stories and aesthetic feeds, promoting products in a more subtle way and usually involving a more deliberate decision-making process.
Facebook has a marketplace and shopping tabs, but the platform is often used by people searching for specific items rather than discovering new products impulsively.
Jason Adler explains how these platforms differ: "TikTok speeds up the consumer journey from discovery to purchase. Its direct and immersive format can trigger quick purchase decisions, often driven by emotions rather than deliberate thought."
Tips for consumers: managing impulse purchases
Awareness and caution can help manage and counteract the impulse to buy:
Regarding this trend, it's clear that TikTok has fundamentally transformed consumer engagement through entertainment content. This has opened the door to new forms of online impulsive consumerism.
It's a market shift where staying alert and decisive in purchases is necessary.
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