CLIENTS TO COMMUNITY
TikTok transforms solitary shopping into a social activity, since the platform is filled with what Hofmeister calls “plenty of specialised locations for individuals to meet others who enjoy what they like, and who are talking about what they like in short form, snackable, amusing, video format.”
Consumers on TikTok are more inclined to purchase a brand’s items if they can access the community created around them, with popular examples including ‘#booktok,’ ‘#foodtok,’ and ‘#gymtok.’
INFLUNCERS TO CREATORS
Hofmeister explains, “The classic influencer methodology is to discover individuals who already have a following, people who connect with them and their material, and then get them to recommend your things.”
“When we speak about creators, we refer to individuals who may or may not have a following, but who are involved with a community that is relevant to the brand. Yet they are ordinary folks who are really skilled at creating brief, interesting material. And getting into these specific creators on TikTok can boost business.”
Hofmeister offered a case study on lounge underpants. Lounge’s experiment with creator-led, humanised, short-form creative was far more effective on TikTok than the studio-produced, high-production-value video they would typically generate. While leveraging TikTok’s Spark Ads, a native ad format that allows marketers to promote organic creator postings, the company witnessed a 72% increase in transactions and a 72% decrease in add-to-cart CPA (cost-per-acquisition).
INSTRUSIVE TO CONVERSATIONAL
While TikTok is a platform for humanised material, businesses are expected to appear in the same manner, be genuine, and connect with people. Hofmeister discusses corporations “being bold in their contacts with consumers and reacting to their video requests.”
This involves replying to consumers who ask inquiries as well as joining current conversations about their goods and brands in order to keep people informed in a natural and enjoyable manner.
Considering that two-thirds of TikTok’s one billion users think they are likely to make a purchase while using the network, there is little doubt that the platform is experiencing a natural blend of entertainment and commerce. According to Hofmeister, “People formerly viewed TikTok as a platform for ridiculous dance videos; we’ve gone a long way since then.”