Tiktok Made Me Buy It: the power of video product recommendations

Who needs traditional advertising when Tiktok made me buy a revolutionary sponge to wash the dishes and kitcken gadgets I’ll probably forget in the drawer in two days time? The platform has revolutionized the way we consume content… and, more importantly, the way we spend money. Lately, the “TikTok Made Me Buy It” phenomenon is generating a change in the consumption of products or services.

The Rise of “TikTok Made Me Buy It”

In recent years, TikTok-driven buys have reached stratospheric levels. What’s curious is that we’re not just talking about traditional influencers doing paid collaborations, but ordinary users generating spontaneous content (UGC, User Generated Content). The “Tiktok Made Me Buy It” phenomenon comes from honest reviews, without filters or mincing one’s words,

The case of the suction pad for cell phones

How many people have we seen taking videos of themselves with the phone hanging on the ceiling of an elevator, thanks to a suction pad stucked on the back of the phone? FOMO is usually a key factor behind those sales. These products easily go viral and, even if they go out of fashion in a matter of weeks, they achieve record sales.

This dynamic makes TikTok the perfect setting for compulsive buying. If we see it, then it’s trending; and if it’s trending, we feel the incessant need to join in. In short, “TikTok Made Me Buy It”.

Stanley Cup, is it that big of a deal?

Another great example is the Stanley Cup, a famous bottle that every celebrity and influencer seems to have. This brand has been on the market for years and was known for its lightweight, effective and unbreakable products. However, the brand began to break sales records when it went viral on TikTok. Now everyone seems to have one, from fitness lovers to everyone that wants to stay hydrated in style, even though it has shown better results on a female audience. The curious thing is how such an everyday object has become a status symbol thanks to the TikTok Made Me Buy It phenomenon. Now gym rats can match their outfits with their “Stanley”, thanks to the wide variety of colors they offer (and even accessories to make the most of it).

The 3 seconds of tension (or retention)

Yes, the 3-second rule is real, and whoever manages to overcome it has already won half of the battle on TikTok. Retaining users during those first few seconds of video are key to succeed on the platform and make them end up saying “TikTok Made Me Buy It.

The key to engage users is the use of eye-catching hooks to make them stop scrolling. There are several types of hooks, (visual and audible) and more or less effective. This strategy is essential for UGC creators and influencers, who know that retaining the audience is the first step to influence their buying behaviour.

From retention to conviction: the power of opinions

Why do we buy a specific hair mask instead of another one? Or try the new lip combo from Rhode? And why did we spend 15 minutes preparing a magic potion with cleansing products? The answer is easy: opinions. We live for gossip, and if a stranger tells us something that has (apparently) changed his/her life, we have blind faith in it. Nowadays (and I think I have already mentioned this before), users opinions outwight the recommendation of big influencers, hence the rise of UGC creators as the new brand ambassadors.

These content creators, unlike influencers, share their honest opinions on products and experiences (they are not being paid to tell scripted things), and that is why they connect better with the audience. That’s the key to virality and succeed on social media, leading to the so call “TikTok Made Me Buy It” effect.

The algorithm of “tikTok Made Me Buy It”

If you thought we weren’t going to talk about the TikTok algorithm… you’re wrong. Just by liking a couple of product videos related to each other, TikTok becomes your personal shopping advisor. The algorithm identifies themes shared between previously liked videos and bombards you with more similar content. I am not going to talk about how my feed looked like when Bad Bunny released his latest album.

This algorithm increases FOMO by 200%, making you feel an irrepresible desire to buy it. TikTok Made Me Buy It.

By the way, remember the Sonny Angels? I fell for it too.

The big hits on TikTok Made Me Buy It.

The viral success of TikTok can cover an infinite number of categories, but there are sectors that undoubtedly stand out. Among the most popular we can find:

• Beauty and selfcare: from magic masks to Korean dry shampoos, skincare and beauty products are regular stars in TikTok Made Me Buy It videos.
• Technology and home gadgets: useful devices that promise to make your life easier at home or at work. Restocking videos are one of my favorites, and that seems to be a very common betweeen the internet community, because they are the perfect hook to sell home products.
• Fashion: infinite OOTD (Outfit Of The Day) options to prepare your luggage for this trip to the Bahamas. You will probably never need it, but you end up saving it, just in case… At least, you’re updated of the last trends.
• Home Design and Decor: rugs, lamps or even disco balls are details that transform every corner. Obviously you need to have the most aesthetic products at home. And yes, I said TikTok Made Me Buy It when I ended up buying that retro rug with an abstract shape.

Pros and Cons of “TikTok Made Me Buy It”

From a corporate perspective, TikTok is a gold mine. Its algorithm helps to obtain a massive reach, increasing the visibility of brands. In addition, the FOMO created by this type of social networks benefits compulsive product purchases. In other words, people stop thinking and start to act impulsively.

However, the practices of the algorithm can generate rejection in entities that seek to limit their influence. Be cafeful, don’t abuse of this strategy for your brand, as it can be costly in the long term.

Now, if one thing is clear, it is that virality also has its risks: what today goes through the roof, tomorrow can plummet if the strategy is not well managed. In the end, the TikTok Made Me Buy It phenomenon has a direct impact on brand image, so it must be used wisely.

How to succeed on TikTok with your brand

If you are thinking of introducing your brand to the “TikTok Made Me Buy It” phenomenon, take note of these recommendations to stand out without losing the direction of your strategy:

• Be authentic: avoid overly polished and prepared content. Spontaneity connects better with the audience and is perceived as more realistic and truthful.
• Leverage UGC content: encourage your customers to create reviews and videos of your product. The use of Hashtags, interactive campaigns or whisperers can help you achieve a more organic virality.
• Bet on storytelling: tell stories around your product that engage from the first second.
• Adapt your content to trends: keep up to date with viral challenges and formats. Don’t think twice about doing it or not, the trend will be over by tomorrow. Publish and you will have time to regret it, although I don’t think it will happen.

The new shopping era with “TikTok Made Me Buy It”

TikTok is the perfect showcase for brands and products, but also a place where you can get lost and end up buying a lava lamp you didn’t know you needed. Our advice: use it wisely and with respect. Don’t look for hype without taking into account the values of your brand, because if something is certain, it’s that TikTok can take you to the top… or sink you into oblivion.

Have you ever experienced the “TikTok Made Me Buy It” phenomenon? You probably have. But don’t worry, the algorithm knows it and already has new temptations waiting for you.