GENZ & TIKTOK ARE CHANGE AGENTS - Social Commerce mini report #2
In our research for this report series, my first impression was that social was only a modest contributor to commercial outcomes online. Direct, native ecommerce results on western social channels have been underwhelming. Social has only accounted for a small fraction of search when it comes to attributed results online.
BUT …
Changes have been brewing beneath the surface.
AND…
Gen Z (who are social/digital natives thru-and-thru) are bringing social commerce to the forefront.
While direct, native sales on social channels have been slow to grow, social is NOW having a powerful influence on every stage of the path-to-purchase.
Digital marketing is poised for a foundational culture shift …AND … TikTok and GenZ are the primary agents of change!
TikTok has emerging as a major disruptor in the American digital oligopoly (Facebook, Amazon, Google). With its relentless pace of innovation, TikTok has added a unique blend of social and e-commerce features, challenging incumbents and driving change. Its impact is so profound that it will likely get banned in the US (at some point).
GenZ, who are shaping the use of TikTok (and an array of other social-first channels) are the catalysts for change.
Social commerce spend by GenZ is growing at double the rate of Millennials and GenX.
This is part of the Social Commerce on the Rise report series. Check out the other mini-reports that dive into different aspects of Social Commerce & brand strategy in the West (US).
DATA VISUALIZATION
AND DASHBOARDS
Totem works with a range of brands globally on business intelligence solutions.
Our clients rang across industries; from retail/fashion to beauty, from travel to finance.
Business intelligence and data visualization projects for our clients address critical issues including:
Sales performance, marketing ROI, and social media optimization.