These policies are regularly updated to reflect changes in the platform’s user base and the evolving digital landscape, ensuring that TikTok remains a safe and welcoming space for all users. One of the key measures that TikTok has implemented is its content moderation policies, which are designed to identify and remove any content that violates its community guidelines. To mitigate the risk of encountering inappropriate or offensive content that could damage a brand’s reputation, TikTok has taken a proactive approach to brand safety. Some examples in South Africa include Checkers, which leveraged TikTok’s Spark Ads to fuel reach and generate awareness and positive engagements Mr Price, which inspired users to engage with the #MrPriceEverydayViral hashtag challenge by sharing their everyday viral moments and expressing their unique styles, and reached over 200 million hashtag challenge (HTC) views and SKOON. Cosmetics, which garnered more than 20 million video views, elevating the brand’s visibility and establishing itself as a significant player in the highly competitive African beauty industry.Įnsuring a safe space for brands and users alikeĪs with any digital platform, ensuring brand safety and building trust with consumers is critical. The platform has democratised the social media landscape and provided a level playing field for businesses to engage with consumers in a more authentic way than other social media apps.Īfrican brands are increasingly using community commerce on TikTok to build brand awareness, drive sales, and foster a sense of community around their brand. In an African context, community commerce on TikTok has the potential to be a game-changer for businesses of all sizes. This led to even more engagement and significant interest in the brand, which all translated to a surge in the sales of the company’s signature juice. However, Ocean Spray recognised the potential of the video and created its own content featuring the original user.
The video was entirely user-generated and not commissioned by Ocean Spray, capturing the creator’s joy as they enjoyed the juice concoction. One of the most famous examples of TikTok’s community commerce is the viral video featuring a man skateboarding while drinking Ocean Spray cranberry juice. But how does this work in practice? Let’s consider Ocean Spray’s Viral TikTok Video. This type of content is particularly effective in driving engagement and purchase decisions among younger audiences, who are more likely to trust recommendations from their peers over traditional advertising, which can often feel insincere.īy working with creators, brands can tap into the power of community commerce and peer-to-peer reviews to influence purchasing behaviour. On TikTok, peer-to-peer reviews are often in the form of user-generated content, where consumers share their experiences with a product through short-form videos. According to a study conducted by BrightLocal, 98% of consumers read online reviews for local businesses, and 46% of consumers feel that online business reviews are as trustworthy as personal recommendations from friends or family, highlighting the importance of maintaining positive reviews. Peer-to-peer reviews also play a significant role in influencing purchasing behaviour on social media platforms. Beyond just selling products, the focus is on building valuable and engaging relationships with the customer base. Using ‘community commerce’, businesses can further build loyalty and increase brand awareness among consumers.
The use of social media to build a community around a product or brand has become an effective strategy for businesses looking for tangible returns on their marketing spend and investments. Leveraging TikTok’s peer-to-peer reviews for community commerce
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