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EMARKETER

TikTok Commerce 2022

How Brands Can Cash In on #TikTokMadeMeBuyIt with a Content-First Strategy

Report by Jasmine Enberg  |  Mar 30, 2022
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Report
Deck
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Table of Contents
Executive Summary
Key Points
Who’s Shopping on TikTok and How?
Creators Are the Core of TikTok Commerce
TikTok Is Becoming a Full-Funnel Commerce Platform
Crafting a TikTok Commerce Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Communities, creators, and connection are the keys to success for brands looking to generate sales on TikTok in 2022.
Topics
Influencer Marketing
Social Commerce
United States
Table of Contents
Executive Summary
Key Points
Who’s Shopping on TikTok and How?
Creators Are the Core of TikTok Commerce
TikTok Is Becoming a Full-Funnel Commerce Platform
Crafting a TikTok Commerce Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

TikTok’s powerful algorithm and cultural relevance has made it the go-to platform for emerging shopping trends. To succeed on TikTok, brands must craft their social commerce strategies around creating content that’s designed for entertaining first and shopping second.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the social commerce opportunity on TikTok?
  2. What role do creators play in driving commerce on TikTok?
  3. What are best practices for brands and marketers on TikTok?

WHAT’S IN THIS REPORT? An analysis of social shopping behaviors on TikTok, the importance of creators in driving sales on and off the platform, and strategies for success in 2022.

Average Email Performance Metrics Worldwide, by Message Type, H1 2021
E-Mail ChartDownload

KEY STAT: Nearly three-quarters of TikTok shoppers worldwide shop on TikTok when they stumble across something in the feed, per Bazaarvoice.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

12charts

Reliable data in simple displays for presentations and quick decision making.

10expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Who’s Shopping on TikTok and How?
    4. Creators Are the Core of TikTok Commerce
    1. TikTok Is Becoming a Full-Funnel Commerce Platform
    2. Crafting a TikTok Commerce Strategy
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Average Email Performance Metrics Worldwide, by Message Type, H1 2021US Consumers Who Have Been Inspired* to Make a Purchase vs. Those Who Have Made a Direct Purchase on Select Social Media Platforms, Sep 2021 (% of respondents)
    US TikTok Users, by Generation, 2022 (millions)How Often Do Social Media Shoppers Worldwide Buy Products on Select Social Media Platforms? (% of respondents, Jan 2022)
    Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)Have US Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, by demographic, Feb 2022)
    How Much of What US TikTok Users Watch on TikTok Is Influencer Content? (% of respondents, by age, Jan 2022)Channels that Have Influenced UK/US Consumers to Purchase a Product/Service, Sep 2021 (% of respondents)
    Attitude of US Adults Toward Influencers, by Generation, July 2021 (% of respondents in each group)TikTok Channels that Led TikTok Users Worldwide to Discover More About a Brand/Product, by Industry, Aug 2021 (% of respondents in each group)
    Social Commerce Features US Adult Social Shoppers Currently Use vs. Plan to Use More in 2022 (% of respondents, Dec 2021)Reasons US Social Media Users Have Not Made a Purchase on a Social Media Platform, June 2021 (% of respondents )

    Interviewed for This Report

    Alessandro Bogliari
    The Influencer Marketing Factory
    Co-Founder and CEO
    Interviewed March 11, 2022
    Samantha Boures
    Book of the Month
    Manager, Media and Influencer Marketing
    Interviewed March 10, 2022
    Alexia Del Valle
    @lexdelvalle
    Creator
    Interviewed March 11, 2022
    Michael Heaven
    Offbeat Media Group
    General Manager
    Interviewed March 11, 2022
    Scott Mathews
    Y Media Labs
    Director, Product Management
    Interviewed February 23, 2022
    Dorian Morris
    Undefined
    Founder and CEO
    Interviewed February 25, 2022
    Prashant Palsokar
    Y Media Labs
    Vice President, Engineering
    Interviewed February 23, 2022
    Ivan Perez-Armendariz
    Deutsch LA
    Executive Vice President and Head of Digital Experience
    Interviewed February 28, 2022
    Derek Trau
    SuperOrdinary
    COO
    Interviewed March 2, 2022
    Stephanie Wiseman
    Y Media Labs
    Head of Growth and Brand
    Interviewed February 23, 2022

    authors

    Jasmine Enberg

    Contributors

    Sky Canaves
    Senior Analyst, Retail & Ecommerce
    Dave Frankland
    Principal Analyst, Marketing
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Debra Aho Williamson
    Principal Analyst
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