Have you made a TikTok-inspired purchase? You’re not alone. TikTok has introduced consumers to many products, making it a discovery tool for consumers and an advertising tool for retailers. Many share their purchases with the hashtag #TikTokMadeMeBuyIt.
Research shows TikTok is the preferred channel for shoppers. The chart below, from eMarketer, shows how often shoppers buy products from social platforms. As you can see, TikTok is the winner with 20.6% of shoppers saying they buy products shown on TikTok “all the time” and another 48.7% of shoppers saying they “sometimes” buy trendy TikTok products.
It has even inspired a hashtag: #TikTokMadeMeBuyIt. As of May 2022, #TikTokMadeMeBuyIt had 12.5 billion views.
If you’re a brand with a product to promote on TikTok, here’s how to take advantage of the #TikTokMadeMeBuyIt craze.
A snapshot of #TikTokMadeMeBuyIt products
Before diving into the tips, it’s important to understand what kind of products thrive in this social trend. What kind of products are most successful? The truth is there isn’t a specific product category, like tech gadgets or clothing. However, many of the products are those you probably wouldn’t stumble upon by yourself. You might classify them as “products you never knew you needed.”
6 tips to successfully create a #TikTokMadeMeBuyIt campaign
To create a TikTok campaign that inspires consumers to make a purchase, use these tips:
Entertain first, sell second
TikTok is all about entertaining viewers. Forty-two percent of TikTok users say that’s why they go to the platform, according to eMarketer.
The main focus of your TikTok should be entertainment, with the secondary purpose of selling a product. Consider demonstrating a product in a fun way, like this unboxing and setup video or a hair tutorial.
Keep it short
TikTok recently increased its maximum video length to 10 minutes, but most of the #TikTokMadeMeBuyIt campaigns are right around 30 seconds. When the channel first launched, the longest video you could post was just 15 seconds, which seems to be an effective length for this kind of sponsored ad.
Rely on out-of-the-box audio
TikTok is known for its audio tracks. Some TikToks use a computer automated voice, a snippet of a song, or a trending catchphrase. Don’t overlook the importance of audio in your sponsored TikTok. You want your #TikTokMadeMeBuyIt campaign to blend naturally with others on a user’s feed.
Consider a duet
Another authentically-TikTok option is to create a duet campaign. A duet is a split screen video where two videos play side-by-side. A brand or influencer might “duet” a dance, where they try to mimic a dance created by another person or an influencer might share his or her reaction to another video.
TikTok has a built-in Duet feature. You pick the video you want to reference, shoot your video, and the two automatically play side-by-side.
Stay up-to-date on new features
TikTok is planning to roll out new features that will enhance social shopping. There are several things in the works to watch for. In the future, TikTok is considering:
- An expansion of its TikTok Shopping feature that connects with third-party vendors like Shopify, Squid, Ecwid, and PrestaShop.
- A Shop tab, which will display a shoppable feed of products that’s customized based on a user’s interests.
- The creation of a direct checkout that would allow shoppers to make a purchase without leaving the app.
- More live stream shopping features.
These tips offer effective, timely advice for influencers and brands to leverage #TikTokMadeMeBuyIt campaigns. As with every campaign, it’s important to set goals, work collaboratively, and measure benchmarks too. Treat each campaign as a learning experience to maximize your outcomes.
Partner with an influencer
Allow an influencer to introduce your product to their followers in their own authentic way. Influencers create content that comes across as genuine to their followers. They can feature a product or service into their content in a way that fits in seamlessly with their organic, non-sponsored content. While product-focused images are typically favored by brands, influencers go beyond these shots to include lifestyle-focused content that shows them interacting with the product and service. These images tend to garner more engagement.
A viral post on an app like TikTok can lead to sold-out products for brands. According to the WGSN’s Shopper Forecast 2022, 74% of TikTok users claim the app influences their buying decisions and 67% say it helps them learn more about a brand or product.
In IZEA’s creator marketplace, brands can find creators with rates starting at $50 for TikTok videos. That’s because this platform allows creators to set their own prices.
IZEA has powered TikTok campaigns generating 15B+ views since 2020.
Partner with our Managed Service team to coordinate engaging influencer campaigns that keep your brand safe.