TikTok Influence on Consumer Behaviour and “Shoppertainment”
Marketing trends evolve rapidly, and brands are continually looking for new ways to connect with consumers. TikTok, with its engaging short-form video content, has emerged as a powerful platform for brands. TikTok influence on consumer behaviour is nothing short of world changing and one of the most impactful trends is “shoppertainment”.
Through interactive videos, influencer partnerships, and real-time engagement, TikTok has transformed traditional e-commerce into a fun, social, and highly engaging experience. The platform’s unique format and approach to content are redefining how users discover, interact with, and purchase products, especially among Gen Z and younger audiences.
So, what is Shoppertainment?
“Shoppertainment” creates a unique user experience that focuses on engagement rather than purely transactional aspects. Where traditional e-commerce is straightforward and focused on selling, shoppertainment brings in creativity, playfulness, and often, a sense of urgency. This concept hinges on TikTok’s short-form, entertaining videos that seamlessly integrate brand messaging into content that users want to watch.
TikTok itself describes this trend as “an experience that combines retail with content that delights and entertains.” Notably, 73% of TikTok users feel a deeper connection to brands they interact with on the platform. Furthermore, 88% report that entertaining content on TikTok has led them to consider purchasing a product or service. Shoppertainment has been proven to be highly effective with Gen Z and millennial consumers, who value engaging experiences and often make purchase decisions based on content that resonates with them. To know more about what makes Gen Z ticks, read this article.
How Brands Use Shoppertainment on TikTok
Brands on TikTok are adopting shoppertainment through creative, interactive formats like live-streamed selling sessions, product demos, and storytelling videos. Live-streaming is particularly powerful, allowing brands to engage with audiences in real-time. For instance, beauty brands such as Sephora and luxury names like Louis Vuitton have hosted live events on TikTok where influencers review products or showcase new collections, which fosters a sense of excitement and urgency for viewers to make a purchase during the session.
In China, where shoppertainment first gained popularity, live-streamed sales events have driven remarkable engagement and conversion rates. As of May 2024, Douyin, the Chinese sister app of TikTok, reported to have 90.1% of its users streaming live content in China. These include limited-time offers or exclusive discounts, pushing audiences toward impulse purchases while still keeping them entertained. With this approach, TikTok has become a hub for brand discovery, influencing purchasing behaviour across various demographics.
Why Shoppertainment Works on TikTok
TikTok’s content-driven format is designed to fit seamlessly into users’ social experiences, making shoppertainment a natural extension of the platform. This type of interactive, non-intrusive advertising aligns perfectly with Gen Z’s and millennials’ preferences.
According to a study by Kantar, most Gen Z shoppers say they want advertisements to be “funny” rather than informative, making TikTok the ideal venue for shoppertainment . Additionally, This interactive format, which encourages users to like, share, and comment on videos, helps brands foster a stronger relationship with their audience. In fact, TikTok reports that 67% of users are more likely to shop when they see an advertisement on the platform that resonates with their personal interests.
How Shoppertainment is Reshaping Consumer Behaviour
Shoppertainment is part of the TikTok influence on consumer behaviour. The platfom has transformed shopping from a straightforward task into an engaging experience. Consumers are no longer passively browsing; instead, they’re actively engaging with brands, participating in real-time interactions, and making impulse purchases based on entertainment-driven content. If you notice some chaotic, comedic content on TikTok, you’ll be sure to see a lot of engagement as well. With a lot of engagement, means those contents will be pushed more by the Algorithm Gods. According to Metricool, 74% of users are more likely to take action, such as purchasing a product, after watching content they find enjoyable and engaging. It is important for businesses to understand that people came on TikTok to be entertained. So, why not implement entertainment to their advertising to ensure word reach wider audiences?
One local example would be the success of Khairul Aming with the launch of his Sambal Nyet. Launched in February 2024, the product sold out within only 3 minutes and 39 seconds! This type of engagement is effective at sparking a sense of FOMO (fear of missing out), as viewers are often compelled to buy products before the deal or exclusive event ends.
3 Emerging Trends in Shoppertainment
With the success of shoppertainment, brands are continually experimenting with new formats to enhance engagement on TikTok. Here are a few of the trends currently shaping the space.
Augmented Reality (AR) Shopping: AR filters and virtual try-ons are quickly becoming popular. Skintific, for instance, to promote their brand new Cusshion creates a filter that allows users to find their perfect shade. Allowing users to try on products virtually, making the shopping experience more interactive and personalised. This approach helps reduce hesitation, as users get a preview of how products would look in real life.
Micro-Influencers and Niche Communities: Don’t forget the little people! Rather than focusing solely on high-profile influencers, brands are collaborating with micro-influencers who have a dedicated, engaged audience in specific niches. This trend helps brands reach highly targeted segments that are more likely to convert. For instance, Skintific partner with plenty of micro-influencers from all niche to ensure that their brand not just reach the beauty community but others as well. They don’t want to limit themselves as they know their potential customers might be in other places too.
User-Generated Content (UGC): UGC is a powerful tool on TikTok, as it builds trust and relatability. Brands encourage users to share their experiences and reactions, turning customers into brand advocates. Rather than just relying on contents you make, summon people to join a trend. The more people participate in a trend, more people will know about your brand!
Final Thoughts
TikTok’s shoppertainment trend has brought a new level of engagement to social commerce, transforming how brands reach and connect with consumers. By combining shopping with entertainment, brands can create deeper connections with audiences. This would ultimately drive higher conversion rates and brand loyalty. To make the most of this trend, brands must focus on creating content that aligns with their audience’s values and interests, ensuring that their approach is authentic, creative, and interactive.
Want to bring shoppertainment to your brand? Let’s talk. Preferably whilst watching live on Douyin because they are WILD!
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