When creators, culture and community commerce collide

“Creators are the lifeblood of TikTok. They enable authenticity and have the ear of the community.” Community drives discovery and entertainment drives action. If brands want to be a part of the future of community commerce, they must be willing to listen to the community to determine micro-trends and utilize creators to create the best impact.

With the power of influence now with the community at large versus individuals, how can brands harness this power to drive results? There are two key opportunities: sub-culture/micro-communities and creators.

Community plays a much greater role in purchase decisions today. The amount of content uploaded every day to TikTok shows that people just want to be entertained.

Community commerce was born out of lockdown. There has been a 74% surge in online shopping in 2020 and 85% of people purchase products or services after seeing them reviewed on social media.