However, the hashtag #cleantok is being very well received, thanks for asking – as are #dogtok, #beautytok and others. Increasingly, consumers use social media as a way to discover products and spend their money based on recommendations from famous influencers and others. In the booktok hashtag, for example, content creators share book reviews and recommendations. Statistics indicate that users who promoted certain books using the hashtag were able to actively increase sales of the mentioned titles.

The growing popularity of Booktok has also influenced the creation of dedicated exhibitions in major international bookstores, as well as impacting the approach of cover designers and marketers when promoting new titles. During this summer in the northern hemisphere, there was even the creation of a new publisher by ByteDance, the company responsible for TikTok.

Source credibility

According to Valeria Penttinen, assistant professor of marketing at Northern Illinois University, video-based platforms like TikTok and Instagram have caused a tremendous shift in the way we as consumers make our purchasing decisions.”

Fundamentally, these platforms provide users with unprecedented exposure to products and services, while consuming large amounts of content in short periods of time. According to experts, “source credibility” is one of the elements that influence users to adopt the endorsement of content creators.

The parasocial effect

One of the reasons that most encourage consumers to make purchases is the emotional connection they establish with the creators of these products. This phenomenon, known as a parasocial relationship, leads the public to believe that they have a close bond or even friendship with a personality, when in reality the relationship is unilateral. It is important to highlight that the content creator is often unaware of the existence of the viewer.

These one-sided interactions are often observed on social media platforms, especially involving influencers and famous personalities. In these cases, many users are exposed to content produced by them. As consumers become aware of a creator’s preferences and values, as well as the creator’s sharing of personal information, they begin to treat their recommendations the same way they would those of their friends in the real world.

This character emphasizes that such parasocial interactions often influence users to make repeat purchases, especially on the TikTok platform. This platform’s algorithm regularly feeds users with content from the same accounts, which results in frequent exposure and can contribute to the establishment of a one-sided relationship.

Perfectly packaged

On TikTok, the purchasing process is approached in a playful way, almost like a game. Everything is presented as part of a specific aesthetic. When purchasing a product, you are not just making a purchase, but rather purchasing something that seeks to incorporate a broader lifestyle. Some genres of TikTok content have significant persuasive power. In her words, she emphasizes that the intimate nature of TikTok’s short videos makes recommendations feel more organic and establishes a foundation for users to trust creators.

Unlike Instagram influencers, she believes consumers feel like they are making their own purchasing decisions based on less refined recommendations. She describes it as “unpacking your own brain.”

Buyer beware

However, according to Scheinbaum, author of “The Dark Side of Social Media: A Consumer Psychology Perspective,” consumers can often engage in emotional purchases that can be harmful to them. According to her, in certain cases, the influence of the parasocial effect and intimacy that social networks create can be so powerful that users cannot discern whether the endorsement is sponsored or not.

Especially younger users or less experienced consumers may have difficulty distinguishing between an ad and an organic recommendation. Even more experienced users, but with little time available, can be susceptible to this, as she mentions.

On the TikTok platform, it is common for users to talk about products that do not have a high cost, which can lead to a perception of lower risk when making a purchase. However, this situation can become problematic. As the cited source states, the fact that something is considered good by a creator does not necessarily mean that it will be equally beneficial for the user.

It is essential that consumers recognize the importance of understanding the motivations for shopping on TikTok to avoid feeling the need to analyze each transaction. Experts recommend greater awareness of how this platform can influence users to spend money, especially before finalizing the order.

TikTok’s Revolution: Transforming the Landscape of Digital Marketing

In recent years, TikTok has emerged as a powerhouse in the realm of digital marketing, revolutionizing how brands engage with their audiences. With its short-form video format and an ever-growing user base, TikTok has become a game-changer for marketers worldwide. The platform’s algorithmic prowess allows for hyper-targeted content delivery, ensuring that promotional messages reach the right demographic.

TikTok’s influence extends beyond just brand promotion; it has fundamentally altered the way businesses approach content creation. The emphasis on creativity and authenticity resonates with users, leading marketers to adopt a more humanized and relatable approach.

Moreover, TikTok challenges traditional advertising methods by fostering user-generated content that seamlessly integrates with the platform’s viral nature. Brands now strive to create content that aligns with TikTok’s trends and challenges, enhancing their visibility and engagement.

In conclusion, TikTok has left an indelible mark on the digital marketing landscape, encouraging innovation and reshaping strategies. As the platform continues to evolve, its impact on the marketing world is likely to endure, making it a crucial player in the ever-changing digital sphere.

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