We’ve all become attuned to how social commerce functions as the cross-over between social media,
marketing and making purchases, but TikTok has taken this a step further, creating Community
Commerce, a space where users actively promote their favourite brands to each other, accelerating
the entire buying cycle through trust, authenticity and awesome content.
Community Commerce has become so successful because TikTok recognises that creator-driven
word-of-mouth marketing is incredibly powerful, largely because social media users are looking for full
online experiences, and that includes discovering new brands through to purchase in a frictionless,
fun shopping experience.
#TikTokMadeMeBuyIt is such a popular hashtag – and covers everything from cleaning products and
homeware to juicers and milk frothers – that many international retailers have even created
#TikTokMadeMeBuyIt sections so that shoppers can easily find products they’ve seen on the app.
Creative content converts
The real secret behind Community Commerce is rooted in the creative. Google Lab’s research
suggests that creative accounts for 70% of a campaign’s performance. With that in mind, it’s worth
considering what type of creative content resonates with people.
1. People want to be inspired
Social media and the way influencers share their favourite products and hobbies has changed the
way we discover new things. Eighty-three percent of users discover new products and services while
they’re browsing their social media feeds, 81% research products or services on social media
platforms and 80% decide whether to buy a product or service.
2. Authentic content wins the day
Nielsen’s research shows that 9 out of 10 people trust organic user-generated content over traditional
or typical brand communications. That means they would rather hear from an influencer endorsing a
brand than from the brand itself.
Great content grabs attention by building excitement, driving anticipation, and making cultural
connections, which links back to authenticity. This is content that we trust, and as we know, people
are more likely to trust recommendations from a friend, family member or influencer on social
3. ‘Flawesomeness’ means anyone can create awesome content
Lighting, the quality of a camera, hair, makeup and trained actors and actresses used to be the gold
standard. Today, content that trends often celebrates imperfections and has been created from a
smartphone. There’s no pressure to be perfect and anyone can join in the fun. Even more surprising?
People will engage more with a mom sharing her real experience with her toddler at a restaurant, than
with a celebrity’s official Instagram account – and, as we’ve seen, they’re more likely to make a
purchase based on our quirky mom’s recommendation over Angelina Jolie’s endorsement.
Not convinced? Research from Matter Communications shows that only 17% to 22% of consumers
prefer celebrity influencers over personalities seen as either aspirational, relatable, expert or ‘just for
Leaning into influencer marketing
Brands today have almost unlimited access to target their consumers. All you need to do is segment
your market, understand who you want to engage with and then identify the creators they resonate
with. Top posts can then be promoted to reach an even broader audience across different platforms.
Leaning into influencer marketing helps build brand love, increases ad recall and ultimately drives
sales, particularly leading up to the festive season and summer.