The impact of social media content on shopping – 41 percent shop by watching content
Research company Ipsos published its report titled “TikTok Made Me” detailing how TikTok shapes consumer behavior in the travel, entertainment, finance, food & beverage and automotive sectors. The report reveals how TikTok influences purchasing decisions, especially in the travel, entertainment, food & beverage, finance and automotive sectors.
The report, which provides brands with insights into the most current preferences of the TikTok community, aims to support the shaping of marketing strategies. The report, which examines in depth the interaction between entertainment, creativity and sincerity, also reveals how TikTok plays a catalyst role in the discovery and action processes with its inspiring content. In this way, brands are offered a valuable guide to establish strong and meaningful connections with their target audiences.
According to the report, 67 percent of users make a purchase decision after becoming aware of the TikTokMadeMeBuyIt trend. Advertisements are creative, eye-catching, informative and content creator-oriented. This approach reshapes consumer behavior. In particular, 55 percent of users make unplanned purchases thanks to the videos or sponsored content they encounter on the platform. The “TikTok Made Me” report reveals how the application guides consumers throughout the process from discovery to purchase, while also showing ways to build trust and reputation by establishing authentic connections.
IMPACT IN TURKEY BY SECTORS
The report summarizes the effects of TikTok on different sectors in Turkey as follows: