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TikTok Sheds Light on How The App’s Content Drive Consumer Action And Which Elements Enhance Marketing Performance

Leading social media app, TikTok has recently shared a number of useful insights with marketers as a part of a report titled ‘Path to Purchase’.

The company says it is taking a closer look at how its own clips are driving consumer engagement while delineating the elements needed to enhance the app’s performance.

The report’s initial part was first made public this year in February and this new unveil happens to be the second part of the report.

If you were lucky enough to catch the first one, you may have noticed the app speaking about how so many users find brands through the app and start to engage with them. On the other hand, the second part seems to be dealing with a summary of how users feel about the marketing of certain products on their news feed.

The report also takes into consideration whether or not TikTok’s marketing and promotions really do have an impact on the buyers’ minds and how that does or not affect the sales and revenue of the brands linked to the app. In the same way, the report was also able to gauge whether the app’s marketing had an influence on users’ buying decisions.


This information comes to us from a leading research analyst and data provider called Material. It states that more than half of TikTok users assessed felt more than satisfied with the products sold to them through the app. It also went on to reveal how users are much more willing to recommend goods that they’re finding on the feed.

As you can probably expect, the research adds how marketing strategies utilizing celebs and other forms of promotional activity do play an integral role in the app. In the same way, audiences are more likely to explore new brands and goods with the help of familiar faces while others take inspiration and recommendations from content creators.

The use of hashtags and trending videos also adds value to TikTok when compared to other apps. Some users go as far as researching new brands that they see which just goes to show how motivated they are and how much they trust the app.

Promotions from celebs seem to be a key winner in terms of impacting users but influencers aren’t too far behind. Most importantly, the app collaborating with various creators just goes to show how much potential TikTok has.

Interestingly, TikTok ads did not receive the same feedback and were instead called out for being unwelcomed by users who felt that the over approach was a bit much. It would be wrong to say that they’re not doing anything for the app but in terms of popularity, they’re far behind.

Another point that was highlighted in this report was hashtags. While many people feel that they’re losing their charm on other apps, the opposite seems to be the case with TikTok as more users tend to discover content by this means.

Read next: Social Media Hailed As The Fastest Growing Digital Channel Of 2022

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