How TikTok is Changing Gen Z Shopping Habits
With over 1.1 billion active users, it’s safe to say TikTok has taken the world by storm, captivating people with its short-form, creative videos. Over 60% of TikTok users belong to ‘Generation Z’, which refers to users born after 1996. Generation Z is one of the most diverse generations yet, with high levels of education, digital nativism, social and cultural awareness and a high propensity to be more expressive.
This social media platform has not only revolutionised the way we consume content but has also had a significant impact on consumer behaviour, particularly among Gen Z. With its unique algorithm and engaging format, TikTok has become more than just a source of entertainment; it has emerged as a powerful force reshaping Gen Z's shopping habits. In this blog post, we'll explore the ways in which TikTok has transformed the way Gen Z shops and interacts with brands.
The Rise of Influencer Marketing
TikTok's greatest influence on Gen Z's shopping habits lies in its ability to turn ordinary users into influential content creators. Many TikTok users have amassed huge followings, becoming influential figures in their own right. These "TikTok influencers" often showcase products, fashion trends, and lifestyle choices, sparking interest among their followers. Gen Z, known for valuing authenticity, tends to trust these influencers' recommendations more than traditional advertisements, leading to a surge in influencer marketing on the platform.
Viral Product Trends
TikTok has become a breeding ground for viral product trends. A short video featuring a unique product can quickly go viral, leading to a sharp increase in demand. This phenomenon has given rise to "TikTok made me buy it" culture, where users share their experiences with products they discovered on the platform. From skincare products and fashion items to quirky gadgets, TikTok's power to create instant trends has fueled a new era of impulse buying among Gen Z consumers.
Transparent Brand Values
Gen Z consumers are known for their commitment to social and environmental issues. They prefer to support brands that align with their values. According to a report by IBM, 56% of Gen Zers believe that businesses should take responsibility for environmental issues, and 72% believe that companies should be held accountable for their environmental impact. TikTok has become a platform for brands to showcase their authenticity and transparency.
Companies such as Patagonia, that embrace sustainability, diversity, and social responsibility have found resonance with Gen Z audiences on TikTok. As a result, Gen Z shoppers are more inclined to choose brands that share their ideals and actively promote them through engaging TikTok content.
Seamless Shopping Experience
TikTok introduced features that enable users to seamlessly transition from content consumption to product purchase. TikTok's "Shop Now" buttons and in-app shopping capabilities make it effortless for Gen Z users to explore and buy products they come across on their feed. To entice shoppers even more, the app has also rolled out an in-app Live Shopping feature, which is being described as 'QVC for Gen Z'. This streamlined shopping experience has had a profound impact on how Gen Z engages with brands and makes purchasing decisions.
User-Generated Content as Marketing
TikTok thrives on user-generated content, and brands have caught on to this trend. Instead of relying solely on professionally curated advertisements, companies have started leveraging user-generated content in their marketing strategies. This approach resonates better with Gen Z, as they appreciate content that feels genuine and relatable. By collaborating with TikTok users and encouraging them to create content related to their products, brands can tap into the creativity of the platform's user base to reach a wider audience.
TikTok has emerged as a powerful force in shaping Gen Z's shopping habits. From influencer marketing and viral product trends to transparent brand values and a seamless shopping experience, TikTok has revolutionised how Gen Z interacts with brands and makes purchasing decisions. As this dynamic generation continues to influence the consumer market, businesses must adapt to TikTok's unique environment to effectively engage with this highly sought-after demographic. By embracing authenticity, social responsibility, and user-generated content, brands can capitalise on TikTok's potential and build lasting connections with Gen Z consumers.
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