‘Social’ trends in shopping: Is TikTok the new address of marketing?
Interaction… It has become one of the words we use frequently lately. When we create an article, share an idea, post a photo, or explore a new place, we want to share it with our friends and get the biggest interaction.
Although it is a fact that is criticized by some, it is a fact that we all enjoy receiving positive reactions and interaction to a nice content or photo shared. In this case, online channels such as TikTok are not just places where we share a cat video or watch a dance, but are much more comprehensive, where users can earn money, shop, but most importantly, follow all the new trends, and some of us go much further and live our lives based on the interaction there. It has become a place shaped by
So what was the purpose of this entry? From those who spend the least amount of time on social media to those who have turned it into a life philosophy or even a job, we are all influenced by this online world and shape our preferences accordingly.
Especially in the fourth quarter of the year and the New Year period, which turns into a ‘shopping spree’ and even the ‘Golden Quarter’ of shopping every year, these online channels and social media began to appear with content focused on shopping more than anything else.
Social networks are seen as the address of new generation marketing, not only for users but also for large and small brands that sell.
HIGH VALUE, FAST RETURN
Social media now has great power in influencing consumers’ shopping decisions. TikTok, one of the leading content platforms, provides opportunities for brands to achieve long-term growth and sustainable success, with strategies that will attract both consumers and companies, and strong media strategies that anticipate this trend.
According to Kantar’s research, TikTok ranks first in terms of advertising value among global media platforms. This ensures that ads on TikTok are watched and remembered more, strengthening brand awareness and consumer actions. It is observed that brands running TikTok campaigns during the fourth quarter can achieve more conversions and significantly reduce their costs per user compared to short-term campaigns.
In addition, it is observed that 93% of the social media giant’s users take action within a week of seeing an ad. This plays a big role in companies shifting their marketing strategies in this direction.
PERSONALIZED EXPERIENCE
Of course, one of the most important reasons behind this high and rapid purchase conversion rate is personalized experience and the right target audience in marketing content. Social media platforms can be seen as users’ personal areas that can be monitored from the outside. This allows access to a lot of personal data, including shopping habits, here. Through these channels, brands use consumer data to provide personalized recommendations and thus have direct access to the target audience.
At this point, TikTok also achieves a high score in research data as it can offer brands a targeted marketing strategy with personalized, highly interactive content.
COMBINATION OF ORGANIC INTERACTION WITH STRATEGIC MEDIA
In order for brands to nurture long-term brand loyalty in the fourth quarter, they need to view media spending as an investment for the future, not as a short-term cost. Figures have shown that brands running TikTok campaigns during the Q4 period significantly increased their return on investment. According to the figures revealed in the company’s “Marketing Science MENAT” report, it was observed that brands that ran campaigns throughout the period achieved 1.1 percent more conversions compared to short-term campaigns, while reducing their costs per user by 79 percent.
According to data provided by the social media giant, the Spark Ads solution increases user interaction rates by 142 percent by blending organic content with paid strategies. Appearing as soon as you open the app, TopView Ads increases brand recall by 50 percent and provides visibility at critical moments of discovery. Pulse Ads, placed alongside trending content, increases brand awareness by 27 percent, increasing the visibility and impact of the brand. Each advertising location is chosen for a strategic purpose, ensuring brands reach the right people at the right time. Combined, these tools appear to create a powerful synergy between TikTok’s advertising products and organic reach and paid media; thus ensuring in-depth interaction and long-term loyalty.
The Golden Quarter presents an opportunity for brands to move beyond the traditional promotion-heavy strategy. Understanding consumer behavior and making the best use of the platform’s features enables brands to keep consumer interest and engagement high throughout the shopping season.
In summary, looking at the numbers and reflections, while social media has become the place where the consumer is interested and follows trends, brands that switch from short-term promotional tactics to a strategy for long-term success have the opportunity to turn their media expenditures into a sustainable investment.
What do you think?