TikTok has major power to move consumers to spend on the products creators feature. Why is the pull so strong?
, they start to treat their recommendations the same way they would their own real-life friends. She adds these parasocial relationships often drive users to make repeat purchases, especially on TikTok; the platform’s algorithm feeds users content from the same accounts often, and repeated exposure can contribute to the one-sided relationship.
“TikTok has this way of making shopping like a game in a sense, because everything ends up almost being packaged as part of an aesthetic,” she says. “You’re not just buying a product,.” It can draw the user into wanting to be part of these trends or get in the discourse, which can include trying out a product.
#booktok is extremely popular with TikTok users, driving sales and even changing marketing strategies from publishers In some cases, the parasocial effect and subsequent intimacy that social media evokes can be so strong that users don’t stop to “sleuth” whether the endorsement is sponsored or not, she says.
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