The "TikTok and Publicis Groupe WARC White Paper" mainly explores the role of social communities in influencing purchase decisions, including topics such as community commerce as an emerging opportunity, the impact of discovery and inspiration on the purchase path, factors driving purchase decisions, new ways of telling brand stories, and how to apply these experiences in practice. The details are as follows:
1. Introduction and Methodology:
- This report was produced by WARC in collaboration with TikTok and Publicis Groupe, aiming to explore the role of social communities in influencing purchase decisions.
- The report is based on a global survey of 2,230 consumers across 11 markets, one-on-one interviews with 18 marketing leaders, and a secondary expert review of WARC’s latest best practices and existing proprietary research.
2. Thematic Summary:
- Community Commerce as an Emerging Opportunity: Community commerce is a form of social commerce at the intersection of community, shopping, and entertainment, accelerating as people’s lives become more digital. Brands can provide genuine value exchange to consumers by integrating into communities. Social media platforms have become important venues for brand-consumer interaction, and brands need to be willing to test and learn in a rapidly changing environment.
- Discovery and Inspiration Disrupt the Purchase Path: Social media has disrupted the traditional purchase path, turning every moment into an opportunity for conversion. Creativity is key to attracting and retaining audience attention, helping customers discover new products and services, and enabling brands to stand out.
- Driving Purchase Decisions: Community commerce influences decisions, and social media provides brands with a seamless experience from discovery to purchase. Consumers increasingly expect and demand this immediacy. Purchase decisions for different product categories vary on social media, live shopping is becoming a way to inspire audiences, and brands need to work with platforms to make the purchase process as seamless as possible.
- New Ways of Telling Brand Stories: Content creators play a crucial role in social commerce, driving product discovery, educating and inspiring audiences, and motivating them to try new products. Communities are the new form of word-of-mouth, and authentic content builds credibility for brands and creators. The key to success for brands and creators on social media is to create customized content suited to the platform, stay authentic, and align with the community and creators.
3. Specific Chapter Content:
- Community Commerce as an Emerging Opportunity:
- Social media provides brands and retailers with innovative, effective, and fast-paced ways to sell directly to consumers, and community commerce has huge potential.
- The pandemic has led consumers to be more active online, social commerce has developed rapidly, and consumers have become accustomed to shopping on social media.
- Social platforms have become "huge, sticky ecosystems" where brands can leverage users gathering around shared interests.
- Brands need to test and learn in a rapidly changing environment, and developing a successful community commerce strategy requires shifting from control-centric marketing to prioritizing influence.
- Discovery and Inspiration Disrupt the Purchase Path:
- The purchase path is no longer linear; social media makes the discovery and inspiration stages more closely linked, sparking purchase desire in over 70% of consumers.
- Creativity is essential for attracting and retaining audience attention; brands need to be more visually appealing and authentic.
- Driving Purchase Decisions:
- Community commerce naturally tends toward more emotional responses, offering brands a powerful opportunity to achieve growth through unplanned purchases.
- Most purchases on social media are unplanned; brands can leverage community sales by collaborating with creators, and live shopping is on the rise.
- New Ways of Telling Brand Stories:
- Content creators are essential in social commerce; they enhance product discovery, educate and inspire audiences, and motivate them to try new products.
- Communities are the new form of word-of-mouth; brands can attract a broader and more loyal audience by building communities.
- Brands and creators need to stay authentic and create customized content suited to the platform to inspire audience engagement.
- How to Apply These Experiences in Practice:
- Brands need to determine the proportion of shoppable ad campaigns, ensure a seamless transition from discovery to purchase, quickly adapt to changes in social media, build communities, collaborate with the right content creators, give them freedom, maintain brand authenticity, produce relaxed, entertaining, practical, and emotionally resonant content, meet consumers’ entertainment and inspiration needs, and adopt different creative approaches for different product categories.
This report highlights the importance of community commerce in today’s marketing environment and how brands can leverage social media and communities to influence consumers’ purchase decisions.
