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Call Me Maybe
They’re tolerant of ads, quick to buy, and fiercely brand-loyal... So why won’t Gen Z trust us?
by Tod Maffin and Steph Gunn
TikTok Made Me Buy It
TikTok isn’t just driving engagement—it’s also fueling impulse purchases.
A new report from Adobe details the impact short-form video platforms have on consumer behavior, and TikTok is leading the charge.
3 out of 8 consumers have made a purchase based on content they saw on a short-form video platform.
20% of consumers made these purchases within an hour of seeing the content.
More than 80% of consumers said these platforms sway at least one buying decision each week.
And then, there’s Tiktok…
More than half said TikTok is their primary video platform trigger for impulse purchases.
Nearly 1 in 4 said TikTok influenced them to make a within just 3 minutes of seeing it.
Impulse trends
Adobe found the influence of video content is particularly strong among consumers earning less than $30,000 annually, while it diminishes for those making more than $80,000.
In the U.S., respondents typically spent an average of $34 on impulse buys prompted by short-form content, with clothing, skincare, and makeup being the most popular categories.
Generational preferences
It's no real surprise that Gen Z respondents prefer TikTok over other platforms for short-form video, with 60% choosing it as their top platform.
On average, Gen Z spends almost 22 days (528 hours) on TikTok each year.
By comparison, more than half of baby boomers lean towards YouTube.
Still, TikTok emerged as the top choice for short-form video content across all generations, with one-third of users preferring it, closely followed by YouTube and Instagram.
What percentage of impulse purchases are made in physical stores? |
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How Do You Unlock 5-Star Reviews? Ask.
Should you ask customers to write a Google Review? The answer is yes, according to a new study from review software company GatherUp.
The study says improving your review volume, Net Promoter Score (NPS), and ratings requires a shift in how local businesses approach reputation management.
1. Customers value invitations
The data suggests that reviews should be integrated into your customer service strategy.
Businesses that actively solicit reviews average 122 per location.
Businesses that don't average about 53.
The study found that nearly one-third of customers will respond positively to a well-crafted review request.
2. Customers respond to care for their convenience
Only 6% of surveyed businesses combine SMS and email to request reviews, missing a significant opportunity. While email is effective for detailed requests, 50% of customers prefer text invitations, which boast a 98% open rate.
On average, using an email-only strategy yields 15 reviews for every 100 requests
While SMS-only requests generate 20 reviews per 100.
In contrast, a combined approach results in 26 reviews per 100 requests.
3. Engaged customers have a higher brand opinion
Businesses that use reputation management software have, on average, a 50% higher Net Promoter Score than their industry counterparts. Your NPS measures how likely existing customers are to recommend your business to others.
4 of the 6 industries surveyed achieved a higher average star rating just by taking the time to engage customers through review requests.
Your overall average Google star rating is widely believed to be a local search ranking factor, and any gains you can make in this regard should positively impact your visibility in Google’s Local Packs, local finders, and Maps.
… GatherUp’s study highlights the importance of actively asking for reviews. If you are getting customer service right at your place of business, you will get the most benefit from the ranking factors because the ratings and sentiment you receive will be largely positive.
In addition to conceptualizing ratings and reviews as major aids to your local SEO efforts, it turns out that user-generated content (UGC) is some of your most valuable local search marketing material.
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