From discovery to purchase: The role of community commerce · EMOTICONES

Nom page

From discovery to purchase:
The role of community commerce

URL

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

Date de publication

2021

Date de consultation

2024-10-16

Mots-clés

Emotion

Verbatims affectifs

"Aim for content that is a mix of light-hearted, entertaining, practical and creates an emotional trigger to make users more receptive to your brand."

"The interaction between community, shopping and entertainment puts consumers in a more receptive state, with the best content creating an emotional trigger that makes people want to participate and be part of the groundswell, whether by posting, engaging or purchasing."

"An impulse purchase is made without advance planning with high emotional activation and lack of cognitive deliberation driven by overwhelming force from the product that can be explained by the hedonic nature of the purchase."

"Community commerce naturally lends itself to more emotional reactions. "

Thème général (contenu, image, etc.)

Publications

Recommandations et bonnes pratiques

"By remaining true to the spirit of the community and allowing an unfiltered energy to shine through, brands can spark collective participation."

"The nature of the content – which often focuses on human interaction, a clear sense of time and place, and meaningful relationships – has the potential to drive immediately impactful behaviour. The nature of engagement and stimulation through community commerce presents a powerful opportunity for brands looking to achieve growth via unplanned purchases."

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

Augmenter la participation par le biais d'émotions joyeuses

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

Préscription

Thèmes

Créer un lien avec son audience

Catégorie

Générer du profit

Images

39.Planned purchase
40.Words that fit with Tiktok

Cas/exemples/illustrations

"Little Moons, a Japanese inspired ice cream snack, sought to raise mass awareness and engagement with a new young audience.
Solution:
The focus was on compelling and authentic content that, most importantly, felt native to the TikTok experience, driving awareness and demand for Little Moons products on and off the platform.
With a growing and diversifying audience consuming food content on the platform, the popularity of Little Moons soared as the community shared their own creations inspired by the brand.
To reach a wider audience and drive deeper engagement, Little Moons also ran a one-day-only In-Feed ad which displayed organically in the For You feed to deliver a short, sharp burst of entertaining exposure."

Contraintes

Null

Interdictions

Null

Sanctions

Null