In the past 12 months, the number of consumers shopping on TikTok has increased by more than six times.
According to a recent survey of members of Bazaarvoice’s Influenster online product review community, shopping via the TikTok (567%), Twitter (300%), and Pinterest (250%) social media platforms has increased dramatically in the past 12 months. However, during that time period, the top choice for where to shop online was a brand’s website (77%) followed by Instagram (54%).
More than half of respondents said they are “sometimes” influenced to buy a new and “unknown” brand from a social media platform. Almost three-quarters (73%) of respondents indicated that they had shopped for a new brand recently from from social media, and 55% said they had opted for a new brand over their go-to-brand.
The survey indicates that the top three drivers for why consumers choose a new brand from social are:
Relevance: based on consumer needs/wants (50%).
Product benefits/features/ingredients (49%).
Respondents would rather purchase beauty products (89% vs. 35%) and health/wellness products (42% vs. 24) from social media vs. in-store, respectively. The survey further indicates that social media usage and influence has intensified, as 84% of respondents strongly agree or agree that their time on social media has increased over the past 12 months.