Social Media And Consumption - Deepstash

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Social Media And Consumption

  • According to a marketing report, social media amplifies conspicuous consumption.
  • To eradicate any buying friction, social media platforms work hard to minimize the number of clicks required to order something.

Taking advantage of various factors that make things go viral and compel people to share things, many TikTok and YouTube influencers have quickly amassed millions of followers and some are on the verge of becoming millionaires.

TikTok: Buy This Now!

TikTok: Buy This Now!

TikTok is the home of many viral videos in which influencers and enthusiasts do a ‘show and tell’ of make-up related products and other oddities. The social media marketing strategy shows quick and tangible results, with the advertised products getting out of stock in minutes.

Products like apple juice, rollerblades and stuffed animals show a jump in demand just as the video gains popularity, resulting in manufacturers taking advantage of this phenomenon and using TikTok to market specially created products.

A Sense Of Urgency

TikTok users often feel a sense of urgency and universality when they watch a viral video, getting the impression that everyone is using the suggested product or performing the activity.

The super-fast trends cycle has made many feel disillusioned with hyper-consumerism, as big brands still account for sponsoring 77 percent of creators.

The Way TikTok Operates

TikTok shows a video to a handful of test audiences in the For You section of their app, and if the engagement results are good, they take the video one notch up, showing it to a different set of audience.

In a matter of a few hours, videos that don’t make it are buried, and the ones that do well are shown to millions.

The 60-Second Limit

  • Creators have a low barrier of entry with TikTok, needing only their phones to create compelling and fun videos.
  • The 1-minute limit ensures that people watch more TikTok videos in the shortest time possible.
  • TikTok lets users make virtual ‘duet’ videos together and encourages sharing of sounds and visuals, creating a ‘remix’ culture.
  • The recommendation engine of TikTok prioritizes extreme content.
  • The super-fast advice or product reviews have no room for any nuance or other details that may be important, resulting in misinformation.

The Commercials Of TikTok

  • The Chinese social media giant clocked 26 billion e-commerce transactions in just one year. 
  • The app, which is responsible for the career of thousands, has secretly guarded algorithms that identify what users like to see, pushing similar content, along with random gems.
  • The app also enjoys an almost exclusive user base of millennials, pre-teens and teens, who add their own quirks.

TikTok: The Instant Noodles Of Social Media

TikTok, with its brevity, intimacy and connecting capabilities, feels like a Facetime call with a friend who is excited about a purchase, becoming perfectly suited to build emotional connections that translate into sales.

While Youtube reviews work well if they are authentic and have a good connection with the audience, TikTok strips away the fluff and feels as intimate as hanging out with a close friend.

Word Of Mouth- TikTok Style

TikTok influencers who are not celebrities in the traditional sense, tend to have a refreshing honesty about the products and seem highly trustworthy to the viewers/consumers.

Word of mouth is considered the most effective strategy from a marketing perspective, and TikTok influencers create a believable advertising platform, previously unseen in any online or offline ecosystem.

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