TikTok’s Unique path to purchase

Nom page

TikTok’s Unique path to purchase

URL

https://www.tiktok.com/business/library/Global_Retail_Path_to_Purchase.pdf

Date de publication

2021

Date de consultation

2024-10-09

Mots-clés

Joie
Sentiment
Désir

Verbatims affectifs

"The infinite loop is fueled by our community’s desire to constantly discover something new and then take action."

"TikTok journeys are powered by JOY and joy drives users’ purchase behavior
44% of TikTok users prefer branded content that is fun and entertaining
39% of users say "lifting spirits" is key in making purchase decisions
22% of TikTok users feel excited or euphoric about product purchases 1.3x more likely than the competitive average"

"The feeling of joy turns TikTok users in brand advocates"

" The magic of TikTok continues post-purchase"

Thème général (contenu, image, etc.)

Achats en ligne

Recommandations et bonnes pratiques

"It is no longer choosing between selling or entertaining. It's selling by being entertained. Brands can move away from talking at the consumers through one-sided conversations and build engaging consumer experiences that align with their interests. When our community connects and creates together, they present real brand opportunities, drive massive engagement, and help brands sell out."

Effets attendus de ces recommandations ou objectifs qu’elles permettent d’atteindre

Susciter de la joie pour encourager l'achat

Type d'utilisation de l'émotion (Prescription/autodéfinition)

Autodéfinition

Thèmes

Associer les plateformes à la diffusion de la joie

Catégorie

Définir la plateforme de façon positive

Images

22.Powered by joy

Cas/exemples/illustrations

Comparaison des interactions avec les marques entre tiktok et les autes plateformes (tiktok dénombrant plus d'intéractions)

Contraintes

Null

Interdictions

Null

Sanctions

Null

Commentaires

PDF (1 page, du type infographie)