About half of TikTok users have made purchases from brands they’ve seen on the video-sharing app.
That’s according to a recent Adweek-Morning Consult survey, which sheds light on social media influences related to spending habits. Among Gen Z in particular — the age group TikTok is most popular with — more than one-third have bought a brand’s service or product after seeing it advertised, reviewed or promoted on TikTok.
About 71% of Gen Zers have an account on the video sharing app, which has more than 100 million monthly active U.S. users. Still, just 30% of adults have a TikTok account, compared to 80% of adults who have a Facebook account.
For Millennials, Facebook is the platform with greatest influence: 60% of that age group has made a purchase based on a brand’s advertisement or promotion on Facebook. Comparatively, 48% of Gen X and 27% of Baby Boomers said this.
About 53% of Gen Z and half of Millennials have made a purchase with a brand after seeing it mentioned or advertised on Instagram, which is popular with those age groups (88% and 71% have accounts on the platform).
Additionally, TikTokers are more likely than the average adult to buy with brands after seeing advertisements or mentions on other social media, like YouTube, Reddit or Pinterest.
Piper Sandler’s recent survey found TikTok and Snapchat are teens’ top social media platforms. Walmart has partnered with TikTok on recent livestreamed shopping events, and brands like Dunkin’ and Sephora have called on their employees to engage with Gen Z on TikTok.
In the last 12 months, TikTok has seen a 500% increase in advertisers running U.S. campaigns, per Deadline. The company recently promoted hashtag #TikTokMadeMeBuyIt; Ocean Spray cranberry juice, feta cheese and American Eagle leggings all have flown off the shelves thanks to viral TikTok videos.
About 35% of advertisers prefer TikTok for influencer marketing, one recent survey found, per Marketing Dive. TikTok executives have repeatedly said, “Don’t make ads, make TikToks.”
“When brands create content that looks and feels like a TikTok, people tune in and take action,” said Sofia Hernandez, TikTok’s head of North American business marketing, per Marketing Dive.