{"id":3077,"date":"2022-06-16T09:52:00","date_gmt":"2022-06-16T09:52:00","guid":{"rendered":"https:\/\/seopolarity.com\/blog\/?p=3077"},"modified":"2022-06-16T14:53:24","modified_gmt":"2022-06-16T14:53:24","slug":"tiktoks-impact-on-consumer-purchase-journeys-is-revealed-by-research","status":"publish","type":"post","link":"https:\/\/seopolarity.com\/blog\/tiktoks-impact-on-consumer-purchase-journeys-is-revealed-by-research\/2022\/","title":{"rendered":"TikTok&#8217;s Impact on Consumer Purchase Journeys Is Revealed by Research"},"content":{"rendered":"\n<p>The second installment of TikTok&#8217;s Path-to-Purchase Report, a study that shows TikTok&#8217;s impact on consumers&#8217; purchase journeys \u2013 from discovery to consideration to post-purchase evangelism \u2013 has been released.<\/p>\n\n\n\n<p>The latest research offers several intriguing insights into how brands can use the platform to not only drive culturally relevant conversations but also boost sales.PO<\/p>\n\n\n\n<p>Furthermore, the report demonstrates how TikTok&#8217;s platform and community can have an impact beyond impulse purchases.<\/p>\n\n\n\n<p>Consumers are more likely to share happy content about big-ticket purchase items like vacations and new cars, which encourages other consumers to join in the conversation both on and off the platform.<\/p>\n\n\n\n<p>TikTok has a powerful and positive impact throughout the <a href=\"https:\/\/seopolarity.com\/blog\/twitter-has-accepted-elon-musks-43-billion-purchase-offer\/2022\/\">purchase<\/a> journey, according to the findings of the latest research. TikTok turns out to be a word-of-mouth marketplace driven by post-purchase actions, as users search for new products through brands, creators, and trending topics.<\/p>\n\n\n\n<p>In reality:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Users are more likely to feel joyful, excited, or happy about the products they&#8217;ve purchased, according to <strong>50%<\/strong> of users.<\/li><li>On the platform, <strong>58 percent<\/strong> of TikTok users discover new brands and products.<\/li><li><strong>44 percent<\/strong> found something they wanted to buy right away.<\/li><li>TikTok has <strong>1.1x<\/strong> the amount of discovery as other platforms.<\/li><\/ul>\n\n\n\n<p>It&#8217;s also worth noting that what happens on TikTok isn&#8217;t necessarily permanent.<\/p>\n\n\n\n<p>Even for larger-ticket purchases like automobiles and travel, TikTok users are <strong>56 percent<\/strong> more likely to research new brands or products on the platform than on other platforms.<\/p>\n\n\n\n<p>Read <a href=\"https:\/\/fileproinfo.com\/blog\/when-is-the-best-time-to-post-on-tiktok\/2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">When is the Best Time to Post on TikTok?<\/a><\/p>\n\n\n\n<p>These TikTok-inclusive journeys, on the other hand, include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>65 percent<\/strong> of users are doing more research online.<\/li><li>More information on where to buy products is sought by <strong>57%<\/strong> of users.<\/li><li>In addition to online research, <strong>54%<\/strong> of users conduct in-person research.<\/li><\/ul>\n\n\n\n<p>Because of TikTok&#8217;s unique discovery patterns and strong engagement behavior during the research process, satisfied customers promote brands and products after they&#8217;ve purchased them, as evidenced by the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>58 percent<\/strong> of TikTok users persuaded a friend to try a product.<\/li><li>TikTok users recommend products to others who are shopping for them, with <strong>49%<\/strong> recommending products to others who are shopping for them.<\/li><li>TikTok users persuade <strong>47%<\/strong> of their friends to buy products they saw on the platform.<\/li><\/ul>\n\n\n\n<p>In February, Matt Southern, a Senior News Writer for Search Engine Journal, covered the first part of TikTok&#8217;s global research study in an article titled &#8220;TikTok a Key Part of Consumers&#8217; Path to Purchase.&#8221;<\/p>\n\n\n\n<p>The path to purchase on TikTok appeared to be more like an &#8220;infinite loop&#8221; than the traditional path to purchase, according to the study.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"899\" height=\"413\" src=\"https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screen-shot.png\" alt=\"\" class=\"wp-image-3078\" srcset=\"https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screen-shot.png 899w, https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screen-shot-300x138.png 300w, https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screen-shot-768x353.png 768w\" sizes=\"auto, (max-width: 899px) 100vw, 899px\" \/><\/figure>\n<\/div>\n\n\n<p>In my article &#8220;The Future of SEO Lies in the &#8220;Messy Middle&#8221; of the Purchase Journey,&#8221; published in December 2020, Google&#8217;s consumer insights team in the UK discovered that consumers loop between exploring and evaluating the options available to them until they are ready to buy.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screenshot.gif\" alt=\"\" class=\"wp-image-3079\"\/><\/figure>\n<\/div>\n\n\n<p>In my book, YouTube and Video Marketing, published in November 2011, I outlined a similar looping process for discovering new videos and sharing compelling content.<\/p>\n\n\n\n<p>And reading about research done before I was born had inspired me to create this model of video search and sharing.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"606\" src=\"https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screenshot-from-youtube-and-video-marketing.png\" alt=\"\" class=\"wp-image-3080\" srcset=\"https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screenshot-from-youtube-and-video-marketing.png 1024w, https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screenshot-from-youtube-and-video-marketing-300x178.png 300w, https:\/\/seopolarity.com\/blog\/wp-content\/uploads\/2022\/06\/screenshot-from-youtube-and-video-marketing-768x455.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p>The People&#8217;s Choice, a study of the 1940 US Presidential election, was published in 1948 by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet.<\/p>\n\n\n\n<p>They discovered a two-step communication flow. The first step involved information transfer from media sources to opinion leaders, but the second step involved interpersonal influence from opinion leaders to their followers.<\/p>\n\n\n\n<p>I used the two-step flow model to explain how YouTube worked more than a decade ago.<\/p>\n\n\n\n<p>Using this knowledge, creators and marketers were able to take advantage of YouTube&#8217;s unique position as the world&#8217;s largest video search engine and video sharing site.<\/p>\n\n\n\n<p>As a result, TikTok&#8217;s latest research is backed up by a long line of similar findings spanning 80 years.<\/p>\n\n\n\n<p>That means that whether you&#8217;re trying to raise brand awareness, generate qualified leads, increase traffic, or increase conversions, social video is more like word-of-mouth marketing than mass media marketing.<\/p>\n\n\n\n<p>And understanding this is the first step toward developing digital marketing strategies that can take advantage of TikTok&#8217;s influence on consumer purchase journeys, from discovery to consideration to post-purchase evangelism.<\/p>\n\n\n\n<p>Learn more from <a href=\"https:\/\/seopolarity.com\/blog\/category\/social\/tiktok\/\">TikTok<\/a> and read <a href=\"https:\/\/seopolarity.com\/blog\/new-tiktok-tool-surfaces-useful-insights-for-marketers\/2022\/\">New TikTok Tool Surfaces Useful Insights For Marketers<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok can help you increase brand awareness, generate qualified leads, increase traffic, and improve conversions. This is why.<\/p>\n","protected":false},"author":1,"featured_media":3082,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[30,39],"tags":[],"class_list":["post-3077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social","category-tiktok"],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TikTok&#039;s Impact on Consumer Purchase Journeys Is Revealed by Research | SEOPolarity<\/title>\n<meta name=\"description\" content=\"TikTok can help you increase brand awareness, generate qualified leads, increase traffic, and improve conversions. 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