{"id":56885,"date":"2023-10-26T15:18:11","date_gmt":"2023-10-26T15:18:11","guid":{"rendered":"https:\/\/www.africa-press.net\/namibia\/all-news\/why-are-tiktok-creators-so-good-at-making-people-buy-things"},"modified":"2023-10-26T15:18:11","modified_gmt":"2023-10-26T15:18:11","slug":"why-are-tiktok-creators-so-good-at-making-people-buy-things","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/namibia\/all-news\/why-are-tiktok-creators-so-good-at-making-people-buy-things","title":{"rendered":"Why are TikTok creators so good at making people buy things?"},"content":{"rendered":"

Africa-Press – Namibia. <\/strong><\/span>TikTok has major power to move consumers to spend on the products creators feature. Why is the pull so strong?T<\/p>\n

TikTok may not be the first place that comes to mind to find the best cleaning supplies. Yet #cleantok is alive and well \u2013 as is #dogtok, #beautytok and others. Increasingly, consumers are turning to social media to discover products, spending money based on the recommendations of both high-profile influencers and casual creators alike.<\/p>\n

On #booktok, for example, creators share their book reviews and recommendations. Data shows users who promote certain books with the hashtag have driven sales of the titles they feature. The popularity of #booktok has also inspired devoted displays at major multinational book retailers; changed the way cover designers and marketers are approaching new titles; and this summer, even spurred a new publishing imprint from TikTok parent company ByteDance.<\/p>\n

Yet there\u2019s more than a user\u2019s good endorsement that drives the instinct to purchase, say experts. A delicate psychological relationship with the face on the screen as well as the underlying mechanisms of TikTok both play major roles in moving users to buy something they see in their feeds. Source Credibility<\/p>\n

\u201cVideo-based platforms like TikTok and Instagram have tremendously changed the way that we consumers make our purchasing decisions,\u201d says Valeria Penttinen, assistant professor in marketing at Northen Illinois University, US. Crucially, these platforms offer users unprecedented exposure to products and services as they consume large volumes of content in such short spans of time.<\/p>\n

There are a few elements that move users to hop onto creators\u2019 endorsements. At the core of this, say experts, is \u201csource credibility\u201d.<\/p>\n

People are likely to be moved to buy the products on screen if they perceive a creator as competent and credible. Users look to creators to \u201chave a fit with the product or service\u201d as a badge of authenticity, says Angeline Scheinbaum, associate professor of marketing at Clemson University\u2019s Wilbur O and Ann Powers College of Business, in South Carolina, US.<\/p>\n

Kate Lindsay, a journalist who covers internet culture, gives the example of a stay at home mum using a cleaning product. \u201cThey\u2019re going to have a following of really like-minded people. When that person who looks like you says they\u2019re a mom, they\u2019re tired and this cleaning solution helps [them] get through the day … there\u2019s a level of connection and trust where you\u2019re like, \u2018you look like me and this helpful for you, so it\u2019ll be helpful for me\u2019.\u201d<\/p>\n

A creator\u2019s source credibility skyrockets when their recommendation is organic \u2013 an unpaid endorsement. \u201cOrganic influencers are so much more authentic … their motivation is to genuinely share a good or a service that has brought them joy or convenience in their life,\u201d says Scheinbaum. \u201cThey sincerely want to share that with others.\u201d<\/p>\n

This authenticity can be especially powerful to drive purchases in niche categories, as creators are often deeply passionate and project specific expertise in areas few have claimed. \u201cWith these micro-influencers, the consumer is able to feel more confident that they\u2019re buying from someone [who] uses that product … they have a little bit more of an emotional relationship\u201d, says Scheinbaum.<\/p>\n

Video posts also tend to increase credibility with viewers, more than still images or text. Penttinen says video creates a specific environment of \u201cpersonal disclosure\u201d that draws in users: even small elements like being able to see a creator\u2019s face, hands or hear the way they speak can make a user view them as more trustworthy. Indeed, research has shown YouTube influencers infuse their reviews with personal information to appear more like a close friend or family member \u2013 and the more a viewer feels they \u201cknow\u201d the creator, the more they trust them.<\/p>\n

Scheinbaum adds that posts with both action and verbal cues \u2013 especially the demonstrations and transformations in TikTok videos, which almost serve as 30-to-60 second micro-infomercials \u2013 can inspire \u201cparticularly effective persuasion\u201d. The parasocial effect<\/p>\n

One of largest elements that inspires consumers to purchase is an emotional connection to these creators.<\/p>\n

This phenomenon, called a parasocial relationship, leads audience members to believe they have a close association or even a friendship with a personality, when the relationship is actually one-sided \u2013 often, the content creator may not know the viewer even exists. These nonreciprocal relationships manifest often in social media, particularly with influencers and celebrities, especially the more users are exposed to their content.<\/p>\n

The phenomenon plays a role in consumer behaviour, too. \u201cParasocial relationships are so strong that people are moved to buy,\u201d says Scheinbaum, both in terms of influencers pushing sponsored products and organic creators sharing their favorite personal items.<\/p>\n

Penttinen explains that as consumers begin to know a creator\u2019s preferences and values, and watch them disclose personal information, they start to treat their recommendations the same way they would their own real-life friends. She adds these parasocial relationships often drive users to make repeat purchases, especially on TikTok; the platform\u2019s algorithm feeds users content from the same accounts often, and repeated exposure can contribute to the one-sided relationship.<\/p>\n

She adds parasocial relationships on TikTok can also drive a fear of missing out, which spurs buying behaviour: \u201cWhen you continue to fall more and more in love with these people, it stokes the fear of not capitalising on that relationship, or showing your devotion to that relationship.\u201d Perfectly packaged<\/p>\n

Lindsay says TikTok also has a kind of spirit to its product-centric content that users can find especially compelling.<\/p>\n

\u201cTikTok has this way of making shopping like a game in a sense, because everything ends up almost being packaged as part of an aesthetic,\u201d she says. \u201cYou\u2019re not just buying a product, you\u2019re buying something in pursuit of this larger lifestyle.\u201d It can draw the user into wanting to be part of these trends or get in the discourse, which can include trying out a product.<\/p>\n

She adds that particular genres of TikTok content can be highly persuasive: she points to examples like \u201cthings you didn\u2019t know you needed\u201d, \u201choly grails\u201d or \u201cthings that saved my…\u201d. \u201cThere\u2019s a little bit of surprise and delight when you\u2019re just scrolling and then you see this thing you didn\u2019t know you needed or didn\u2019t know existed,\u201d says Lindsay.<\/p>\n

Crucially, she says, the short-form intimate nature of TikTok videos makes recommendations feel more natural, and opens up a pathway for users to trust creators. In contrast to the shiny influencers of Instagram, the less polished the content, the more she believes consumers feel like they\u2019re making their own decisions to purchase from recommendations \u2013 \u201cunpacking it in their own brain\u201d.<\/p>\n

Buyer beware<\/p>\n

Yet consumers can often find themselves wrapped up in these emotional purchases to their detriment, says Scheinbaum, who is also the author of The Dark Side of Social Media: A Consumer Psychology Perspective.<\/p>\n

In some cases, the parasocial effect and subsequent intimacy that social media evokes can be so strong that users don\u2019t stop to \u201csleuth\u201d whether the endorsement is sponsored or not, she says.<\/p>\n

Particularly, younger users or less savvy consumers may not know the difference between an advert and an organic recommendation. Even users in a hurry could be vulnerable, she says. The nature of TikTok\u2019s rapid, quick clips may also make adverts harder to spot, believes Linsday.<\/p>\n

Additionally, these emotional attachments that drive purchases may make people likely to overspend, says Penttinen. On TikTok, many of the products users talk about aren\u2019t expensive, which can make purchasing feel lower stakes. That can be a problem, she adds, because what one creator might find good for them isn\u2019t necessarily good for the user \u2013 you might not like that novel you bought because it\u2019s been all over #booktok, after all.<\/p>\n

Consumers shouldn\u2019t feel they have to scrutinise every purchase they make off TikTok, but experts say it\u2019s important to know why the platform can inspire users to spend money \u2013 especially before they hit the check-out.<\/p>\n

For More News And Analysis About Namibia<\/a> Follow Africa-Press<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Namibia. TikTok has major power to move consumers to spend on the products creators feature. Why is the pull so strong?T TikTok may not be the first place that comes to mind to find the best cleaning supplies. Yet #cleantok is alive and well \u2013 as is #dogtok, #beautytok and others. Increasingly, consumers […]<\/p>\n","protected":false},"author":84,"featured_media":56884,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,9],"tags":[234,236,233],"class_list":["post-56885","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-miscellaneous","tag-africa-press","tag-africa-press-namibia","tag-namibia"],"yoast_head":"\nWhy are TikTok creators so good at making people buy things? - Namibia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.africa-press.net\/namibia\/all-news\/why-are-tiktok-creators-so-good-at-making-people-buy-things\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why are TikTok creators so good at making people buy things?\" \/>\n<meta property=\"og:description\" content=\"Africa-Press – Namibia. TikTok has major power to move consumers to spend on the products creators feature. Why is the pull so strong?T TikTok may not be the first place that comes to mind to find the best cleaning supplies. Yet #cleantok is alive and well \u2013 as is #dogtok, #beautytok and others. 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