Many people have various opinions on the impulse buying behavior of TikTok audiences. But no matter the opinions, the behavior persists for years. So marketers and business owners can level up their marketing game by harnessing impulse buying behavior. Drafting a marketing strategy with genuine intentions and the aim of getting mutual benefits will turn out positive. This article walks you through what impulse buying is and how leveraging impulse buying behavior affects TikTok marketing.
What is Impulse Buying:
Impulse buying is when a person immediately purchases a product or service without a choice made, quickly, without limits, and without a want. Impulse buying most often lacks a need. When a person buys impulsively, sentiments and feelings usually are the root cause. They rely entirely on their feelings to make the decision. If you are a business owner, try this. Make a product of yours viral and induce impulse purchases. Then, compare the before and after results with a TikTok counter. With the data, you would know the impact of impulse buying on your marketing efforts.
Impulse Buying on TikTok:
TikTok has almost become an e-commerce and marketing platform as it induces impulse buying behavior. Promotions through videos on TikTok are a novel and competitive marketing tactic. Such videos encourage more audiences to make impulsive purchases. This has become prevalent because the audience can see the product live. The creators give out reviews, and their satisfaction level determines the product’s credibility. The reviews influence people to develop a hope that the product will match what they expect while watching the video on TikTok.
Why Do People Buy Impulsively on TikTok?
TikTok is known for its fast-paced nature. Every day, new content becomes viral. A product discussed in a viral video creates a chain reaction of impulsive purchases. By its nature, impulse buying behavior does not have any specific reason. However, we can cull out two significant factors that influence impulse buying.
Feeling curious: As the hype increases, more people buy the product just because they want to know whether it is worth its hype.
Joining the trend: Some influencers buy the product and make reviews to gain attention. Making a video about a viral product can automatically gain attention. This is one of the standard growth tactics for social media creators.
Is FOMO Real on TikTok?
FOMO means fear of missing out. When everyone is talking about a viral video, how will the non-user of social media feel? Will he feel left out? If he fears missing out on something because of deciding to refrain from social media, then that is FOMO. While some non-users feel left out, some TikTok users feel left out. Those users who refrain from jumping on to trends tend to fear missing out. Likewise, not having an opinion about a viral product can evoke fear of missing out. This then causes impulsive buying behavior.
Is Impulse Buying Good for Marketing?
High-quality reviews can attract customers to make impulse purchases. TikTok Consumers are more inclined to hear exciting reviews from people who have made previous purchases. The fear of missing out affects the behavior patterns of individuals, including the products they buy. The fear of missing out is common among people who use social media regularly. So, marketers can subtly stimulate FOMO to boost sales through social media campaigns. Ultimately, the focus is to make people buy products and feel satisfied. Everything is positive as long as you cater to the customer’s satisfaction. Customer satisfaction and brand reviews are crucial to make impulse buying a positive one.
Leveraging Impulse Buying:
Some people buy impulsively and later regret their decision. As brand owners, the most you can do is to provide ample information about your product in a promotional video. Withholding information can put buyers in shock as they often rely on their feelings to make purchases. Very little research is done. When an impulse buyer buys your product because of the hype you created, it is a positive purchase. It is only a disappointment when they feel the hype is false. Thus, in leveraging the impulse buying behavior of TikTok consumers, you have to be genuine about the hype you create. Remember to use a TikTok counter app to see the growth of your followers and likes in real time. Remember, people who don’t regret their impulse purchase will likely become your long-term customers.
Wrapping Up:
Impulse buying is pervasive on TikTok. As business owners, you can contribute to increasing the benefits of impulse buying. This can be done by curating authentic marketing campaigns. The conclusive goal should be to bring customer satisfaction and promote sales. Exploitation differs from marketing. Exploitation is forced and does not benefit the opposite party. However, marketing is not forced, and it benefits both parties. Social media marketing, in particular, can not be pushy. Moreover, TikTok has influenced people in positive ways. It has spread awareness against homophobia, domestic violence, racism, and body shaming. Likewise, with the help of TikTok, you can bring a positive outlook to impulse buying behavior.
