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  • MaryGrace Lerin

TikTok Releases New Data on How Users Respond to App Promotions

TikTok has now released the second installment of its 'Path-to-Purchase' Report, and it delves further into how TikTok clips influence consumer behavior and the critical factors that increase marketing performance in the app.

The first section of the report, released in February, examined how TikTok users discover and interact with brands using the app.

This second overview analyzes TikTok users' reactions to product promotions in their feeds, as well as the products they purchase as a result of TikTok promotions.

As per the data acquired by market research agency Material, 50% of TikTok users have reported feeling 'joyful, excited, or happy' about the things they've bought through the app, and TikTok users are substantially more inclined to recommend products found in their feed.

TikTok also notes that celebrity and creator endorsements play a vital part in this:

“The TikTok audience is 48% more likely to discover new brands or products from celebrities or public figures, 25% more likely to discover them through creators, and 23% more likely to discover them through trending topics or hashtags than on other platforms. They’re also 15% more likely to use TikTok to research new brands or products - and a full 55% of TikTok users do so.”

So, while celebrity endorsements are undoubtedly effective, especially as they are on every platform, collaborating with creators can also have a big impact on app discovery.

This is likely due to the app's more organic approach to promotions and how TikTok users interact with content. Matter of fact, TikTok advertisements expert Savannah Sanchez recently stated that she's witnessed considerably inferior success with TikTok ads that use interactive display cards on the screen because more blatant promotional tactics are not really as effective in the app.

That's not to suggest that they won't work, but it's worth noting that advertising that looks more natural, like TikTok clips, tends to do better on the app.

It's also worth bearing in mind the point about hashtags. While hashtags appear to be losing their luster on other platforms, TikTok users are still discovering content using the app's tags.

According to the statistics, 58% of TikTok users report finding new brands and items on the platform, and 47% of TikTok users try to persuade others to buy products they found on the app, with 49% making outright recommendations based on TikTok ads.

As per the study, more than half of TikTok users want to know where they can buy things they've seen on the app, which is 84 percent more than typical social applications.

As a result, the platform's effect goes further than the app itself, which is something to keep in mind as you track your TikTok performance.

These are some intriguing findings that highlight TikTok's expanding utility as product discovery and marketing tool, and they may be worth considering when evaluating your own TikTok campaigns.

There's a lot of brand value here, but the most effective efforts, at least according to these numbers, use organic-looking content from well-known individuals to drive enormous awareness benefits both on and off-platform.

The complete Path to Purchase (Part 2) report from TikTok may be found here.

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