The rise of TikTok amongst Gen Z, especially during the pandemic, has transformed it from a simple social media app into a revolutionary platform that not only entertains but reshapes the way we shop, discover and connect with brands.
It is no longer surprising that the social media app, TikTok, has gone viral, particularly for Gen Z. Adjusting to the pandemic, suddenly being forced to remain within the four walls of their home, led to many individuals, developing a shorter attention span. TikTok being the “app of people”, more users began to film, edit and share short form clips that emerged as a safe space for everyone to escape and overcome this difficult time. Continuing to grow every day, the app never fails to produce appealing content, whether it’s the newest fashion and beauty trend or hottest coffee spot or restaurant.
There is no doubt that this feature is clever, but could this be a threat to brands? Designed for people to discover and share the products they love, using trending hashtags like #TikTokMadeMeBuyIt or #TikTokShop, will influence individuals to make a purchase directly through the app. Although convenient and simple, it reduces the need to visit company websites, leading to a decrease of direct engagement between the brand itself and consumer.
Ultimately, TikTok has taken influencer marketing to the next level. Being a staple in the industry for a long time, it has now become one of the main ways we discover a product, ranging from skincare, fashion, fitness, cooking and more. Authentic content from influencers makes us gain trust in their recommendations, which sub-consciously encourages us to purchase that product. But is this because the product featured is of good quality? Or because of the sense of urgency and excitement, driven by FOMO?
TikTok shop represents the significant shift in how we discover and purchase products, with its impact on the retail landscape. As the platform continues to grow further it is clear that TikTok is not just a social media app but is a major player in the future of shopping.
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Images taken from Taken from TikTokshop.com
