TikTok’s comment section and educational videos are key to driving product purchases. YPulse told you last year that young shoppers turn to the comment section for product recommendations and reviews from regular people. That behavior shows up in the TikTok Shop numbers too, with 77% of users searching for products to learn more after seeing affiliate content—and what they find in the comments determines what they purchase. For brands, this means that young shoppers aren’t simply relying on celebrities—or even the big influencers—anymore for product recs. Instead, they’re looking for authenticity and honesty in reviews—and we know there’s no shortage of that in comment sections. YPulse data shows that 81% of 13-17-year-olds and 73% of 18-24-year-olds agree that “A recommendation from a regular person is more authentic than an ad from a brand.” Aside from the comment section, TikTok data shows that educational content about products like breaking down an ingredient list helps influence purchases, too. (Glossy)
👀 Read more from YPulse: Gen Z’s Favorite Influencer? The Comment Section
