TikTok’s Community Commerce a boon for social media marketers

By our News Team | 2021

Local experts say TikTok’s new Commerce feature is becoming a proven way to accelerate the entire buying cycle on social media.

In February, a UK-based frozen dessert brand – Little Moons – experienced a 700% increase in sales – during the cold Northern Hemisphere winter!

 The reason? Social media platform TikTok. Users were filming themselves buying (and trying) these delectable little mochi balls … and soon the craze was on.

What is exceptional about the platform is that these crazes are not isolated incidents, says Greg Bailie, Head of Growth & Innovation at African-based marketing agency Nfinity Media. They are what define TikTok and its user base. 

For example, during lockdown, a viral ‘whipped coffee’ craze gripped TikTok users, with thousands of people becoming home baristas and whipping up instant cappuccinos thanks to short, snappy TikTok tutorials. And in the ‘Wipe It Down’ challenge, people filmed themselves cleaning their houses.

Social commerce

Image by iXimus from Pixabay

“Who would have thought watching other people making cappuccinos or cleaning their homes could be so much fun?” Bailie observes.

Creativity is the name of the game

“TikTok’s user base thrives on creativity, and the app taps into all of our senses, combining sound, sight and our emotions, which is why, whenever a new trend takes over, people easily find themselves spending countless hours watching some of the most innovative videos ever produced.”

Bailie says TikTok’s reach is far greater than its one billion users, however. Many trends today begin on the platform, but soon spread to Facebook, Instagram and messaging apps like Whatsapp.

“That’s because what is happening in TikTok is not only shaping other platforms but giving ordinary people the opportunity to define new subcultures. The platform leans on its creatives, and closes the loop through a new, uniquely TikTok creation: Community Commerce.”

According to Bailie, Community Commerce is a space where users actively promote their favourite brands to each other, accelerating the entire buying cycle through trust, authenticity and content.

“Community Commerce has become so successful because TikTok recognises that creator-driven word-of-mouth marketing is incredibly powerful, largely because social media users are looking for full online experiences, and that includes discovering new brands – through to purchase in a frictionless, fun shopping experience.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.