However, let’s explore the world of #FashionTikTok and the role it’s playing in initiating viral trends and driving sales. Perhaps most notably of all, the number who claim to ‘always’ be shopping on social media has risen by 164% year-on-year.įrom art and home furnishings, to craft supplies and baked goods, you can discover and go on to purchase a whole host of items via TikTok. From a consumer perspective, more than three-quarters of UK consumers feel ‘more influenced’ to shop on social platforms than they did a year ago, and nearly half have chosen to try a new brand for their go-to products thanks to something they saw on social media. Recent research confirms that TikTok has seen a 553% growth in shopping on its app since the start of the pandemic. When it comes to driving sales, TikTok reported that 57% of respondents have been led to make a purchase through the app, with users getting ideas for new things to buy with every swipe. It’s increasingly becoming the best place to reach people as time on the platform versus other channels grows. While in the past people might have found their inspiration on TV shows and adverts, 33% of Gen Z say they watch less TV after joining TikTok - and 81% of users say they plan to spend the same amount or more time on the app. The app is challenging traditional discovery channels like TV. TikTok has overtaken YouTube when it comes to average watch time per user in both the US and UK, while the average engagement rate for the app currently stands at 29% globally, compared to Instagram’s average of between 1 and 6 percent. Interestingly, users interact differently with TikTok compared to any other social media platform. It’s where many of us are spending an increasing amount of our time - usage is up a whopping 70% Year on Year. At present, there are over 1.7 billion users worldwide. TikTok has been dubbed the fastest-growing app in the world. The power of TikTok: does it really drive sales? They’ll be working with creators to showcase the latest trends and content while further developing their e-commerce credentials, allowing the app to compete with its more established rivals like Instagram and Facebook when it comes to in-app purchases. So much so, that in September, TikTok announced #TikTokFashionMonth - a whole month dedicated to fashion and beauty inspiration aimed to “make fashionista dreams come true, with a month of programming sure to delight even the most picky fashion lovers”. TikTok has quickly become an authoritative platform when it comes to dictating trends, creating viral products and driving sales for retailers of all sizes amongst Gen Z and Millennial shoppers. Fashion-lovers are increasingly using the app to discover the latest trends, get honest reviews of brands and products, find inspiration for new looks and connect with like-minded individuals. Unlike Instagram’s ultra-polished, often over-edited depiction of the fashion industry, TikTok is viewed as a space for creativity, authenticity and unfiltered self-expression.
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