When TikTok blew up in 2020 during the height of the pandemic, very few people could have predicted its long-term impact on how consumers absorb brand behavior and content. What started as entertainment during a time of boredom has continued to evolve into a powerful driver of our culture – rewriting the rules of marketing in real time. Whether you’re an advertising professional, social media manager, or even just chronically online, take note of these five ways that TikTok has rapidly changed consumer behavior.
1. Discovery Driven by Entertainment
In the past, if you were looking for a product, you might Google it, find online reviews, or visit a company’s website. On TikTok, the algorithm makes it so that products find you instead. The app is designed to show content you didn’t even know you wanted, making the discovery feel fun and spontaneous. Users stumble across new brands or products while being entertained – and the most effect pitches don’t feel like pitches at all.
Recognize any of these products? These are just some of the few that became extremely popular through TikTok in the past few years.
2. The Power of Virality
Viral moments existed long before TikTok, but the platform has supercharged the concept. One video or trend can change things overnight, selling out a product globally within days or hours. The phrase “TikTok made me buy it” is now a common explanation for impulse buying, and it creates a sense of FOMO for consumers. The app’s fast-moving nature rewards quick decision-making and emotional purchases.
One of the most important things that TikTok has fostered is the ability to build an online community. Within these, products become a symbol of belonging and gather consumers around hashtags – you might have heard a few, including the examples pictured above. These niche groups encourage user-generated content, with high engagement fueling a sense of brand loyalty that keeps a conversation going much farther than traditional ads.
All in all, it is crazy to look back on how the marketing landscape has shifted just in the last five years. Despite the looming TikTok “ban”, the app continues to shape the way we process and engage online, with content and trends spilling out into many other mediums. Brands that understand this shift and prioritize authenticity and community engagement will thrive.
