Scroll, scroll, scroll… TikTok’s tailored feed algorithm is definitely captivating.
But does it actually influence users’ decisions? And if so, to what extent?
A recent survey offers a glimpse at how users spend time—and money—after they see TikTok content.
Very stimulating: Out of 1,368 users, most people (44%) will go and listen to a new song they’ve discovered, or prepare a food or beverage recipe (35%).
And when it comes to business and marketing-related activities:
- 28% followed a new brand after seeing it on TikTok.
- 27% purchased a product.
- 17% started wearing specific apparel.
- 12% traveled to another city or country.
With creators recommending things all over TikTok, just imagine how brands, merchants, and even local businesses could benefit…
Why do people use TikTok? 43% claim they’re looking for—you’ve guessed it—mindless entertainment.
But 23% use it for product discovery, and 20% want to keep up with brands.
Why we care: While getting users to listen to a new song might not seem like a big deal, there is massive behavioral power in TikTok’s feed.
So if you’re using the platform and not running influencer campaigns, you might be missing out on some big wins.