366Tuke has become an indispensable part of overseas social media, with over 1.1 billion monthly active users worldwide. Countless people place orders based on recommendations from Tuke influencers, contributing to Tuke's revenue.
Are these people blindly following? Not really. When a behavior becomes a group phenomenon, it is no longer blind, but rather the result of a collective choice.
People trust the recommendations of Tuke influencers, recognize the prices of products sold on Tuke Shop, and feel that it meets their immediate needs, so they make purchases—simple and spontaneous.
Little do they know, this is actually Tuke cleverly applying certainpsychological factors.
For example, when people initially want to find the best cleaning products, they definitely won't search on Tuke, but rather look up #cleantok and similar hashtags.
However, due to big data and influencer recommendations, these users will frequently see content about cleaning products, which to some extent changes their purchasing decisions.
Humans are herd animals, attracted to each other by shared experiences. When a full-time housewife uploads videos of herself doing housework on Tuke, she attracts a large group of like-minded, cleanliness-loving housewives. When this mom recommends a particular cleaning product and demonstrates its remarkable effects, users with similar needs will place orders.
This is the magic of Tuke: “get close to you, then subtly assimilate you.”
Of course, this kind of assimilation is not scary; on the contrary, it is a very normal social phenomenon. It is because viewers feel they understand the creator that they increasingly trust them.
It's just like the relationship between celebrities and fans,the emotional connection between consumers and these creators is one of the biggest factors in stimulating consumers' desire to buy.
This phenomenon is called “parasocial relationships,” which make viewers feel a close connection with a creator, even a sense of friendship, but in reality this relationship is usually one-way—the creator may not even know the viewer exists.
As viewers grow increasingly fond of a creator, they may continuously purchase products or services to express their love, even knowing that the creator is promoting ads for profit—they are still willing to spend generously.
Especially on platforms like Tuke, when users open the app, the platform automatically recommends content from their favorite creators, and repeated exposure further deepens these parasocial relationships.
Currently, these parasocial relationships not only exist on Tuke, but are also widespread across other social media platforms and content creation fields. It is an effective marketing strategy that can attract viewers and boost product sales, but it is also important not to overuse this relationship, lest it cause viewer resentment.
In this era of social media, Tuke makes users feel thatconsumption has become a way to pursue a better life, and everyone is on the path to becoming better.
On Tuke, sometimes a good copywriting can spark consumers' interest and trust in a product.
By describing how a product solves consumer pain points, brings convenience and surprise, it can stimulate consumers' desire to buy. Due to the short nature of Tuke videos, recommendations must be concise and natural; sometimes, the rougher and less polished they are, the more consumers believe the recommendation is real and sincere.
This consumer psychology makes us realize the importance of authentic reviews for products. Although top KOL reviews and ad placements are costly, we can seek out real reviews from ordinary buyers or users with a small fan base. By offering them free orders or discounts, or even some rewards—such as cashback based on the number of likes or views their videos receive—we can encourage authentic feedback.
In this era where everyone is their own media, business opportunities often explode unexpectedly. What we need to do is cast a wide net, because even small investments can bring big returns.
