In an ever-changing digital landscape, data is the foundation for decision making, user experience, and business growth.
TikTok is a unique example of data-driven success. While other platforms were running out of time, TikTok was growing. By 2024, it is estimated that American adults will spend 18.6% of their time on social media on TikTok, the equivalent of Instagram .
Another estimate is that 23.1% of U.S. social commerce shoppers will use the app this year, ahead of Pinterest, with 11% of all consumers starting to shop on TikTok. What explains this success?
Content at every stage of the marketing funnel
TikTok has grown into a powerful full-funnel marketing channel, and agencies and media companies are still willing to invest further. The impact of the platform can be felt at every step of the customer journey, from discovery to reflection to purchase.
44% of everyday users want fun and engaging branded content. As a result, users are 1.5 times more likely to make a purchase as soon as they see it in their feed. Here are the numbers: The #TikTokMadeMeBuyIt hashtag has over 44 billion views.
The TikTok funnel is round
Traditional marketing funnels no longer define the buying paths of today's consumers. TikTok has redefined the funnel and turned it into a circle that encourages customers to constantly interact with the brand. This approach supports user interaction with branded content and builds strong relationships and community.
TikTok now doubles as a search engine, with nearly three in five users claiming to find new products through the platform. Users also consider the opinions of others when making a purchase decision, with 58% feeling more positive about a product after seeing it on TikTok.
Paid media on TikTok
Here's an example : TikTok offered one of our clients a great opportunity to promote movies across the UK, which allowed us to not only sell tickets, but give users the opportunity to share the experience.
The main audience of the client is under 35 years old, however, we can use the platform to expand the audience and additional segments during the campaign. In addition to audiences directly related to film talent, behavioral targeting allows campaigns to use similar genres to reach new audiences using audiences such as "comedy scenes" and "comedy scenes". pop culture .
The platform encourages in-studio content along with the distribution of influencer content, which accounts for 90% of views. The cinematic experience of those who buy and watch amplifies this value, as many users document the release and provide organic updates.
Influencers and Buying Intent
Influencer content on TikTok is about more than just promoting a product. This encourages users to take other actions after viewing, e.g. B. visiting a store to view a product in person (54%) or making a purchase online or in person (64%). In addition to the physical product, trailers combined with impactful content can increase user intent to watch streaming content by 1.7x.
Post-Purchase Power: Brand Engagement and Protection
TikTok's impact goes beyond buying. Users are 1.5 times more likely to convince a friend or family member to buy a product they see in the app . They are also 2.4 times more likely to post and tag a brand after making a purchase.
Compared to other platforms, TikTok users are 55% more likely to follow brands, comment or message them immediately after purchase.
Future of TikTok
Even though the threat of a government ban is still looming, brands still value creating interesting and unique content on TikTok. The platform has changed the role of social media managers from simply following approved scripts to creating their own brand voice that resonates with users and generates billions of views.
TikTok's innovative approach to marketing has redefined the customer journey and conversion funnel, making it an essential platform for brands looking to build strong, long-term relationships with their consumers. As the platform matures, marketers can use the rich data it generates to find new ways to engage with their audience and drive growth.
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