"But I saw it on TikTok…" a phase you've perhaps heard echo off an empty shelf at a suburban Chemist Warehouse from a despondent customer clutching their phone. That disappointed statement was probably followed by sulky inquiry into when their next shipment of CeraVe skincare would be.
CeraHuh?
CeraVe is a simply packaged, no-frills worldwide range of moisturisers and facewashes. Recently they have gained immense popularity thanks to video-based social networking service TikTok and the ‘skinfluencers’ (skin influences) that inhabit it.
In the first nine month of 2020 a wave of skinfluences inadvertently harnessed electronic word-of-mouth (eWoM); basically consumers engaging with reviews and recommendations from other consumers. This resulted in over 2300 TikToks featuring recommendations, tutorials and #tiktokmademebuyit hauls which lead to CeraVe selling out and boosted sales 82 percent. Image copyright Nicole Scriva
eWoM and TikTok a Match Made in Heaven
TikTok’s 60-second time limit is perfect for product recommendation content, allowing viewers to consume varied content faster than YouTube. TikTok’s portrait format means skinfluences can talk directly to the camera, creating an illusion that the viewer is being spoken to directly. This powerful electronic word-of-mouth feels trustworthy as it is coming from other ‘real consumers,’ like yourself. You, yes you, could even purchase some CeraVe and join the conversation by dueting or stitching with existing videos, giving your opinion alongside an influencers; lending more creditability and authenticity to the brand and to yourself as a potential budding creator.
CeraVe was lucky, their product was pushed into the limelight (or should I say pushed into the ‘For You’ page) because of skinfluencers. At the time these reviews we’re wholly organic, and that created trustworthiness. As more and more consumers turned to TikTok to praise or lambast a product, the platform become flooded with influencers converted to work with brands, destroying the illusion of ‘real consumers’ and honest reviews on the platform.
Authenticity and excitement
I fell for the recommendations, that was me clutching my phone, sulking over sold out CeraVe. I love talking about product recommendations with friends, and sharing tips and I really related to seeing that on TikTok. Is CeraVe an amazing life changing skincare? Ehhh it’s average… am I still on the waiting list for a dermatologist? Ooh yes. But was it fun to be a part of genuine word-of-mouth online? You bet!
Have you participated in any TikTok eWoM purchasing? Do you think there are other social networking service that eWoM well? Is there a product you would love to promote that you stand by? I would genuinely love to know your thoughts!
References:
https://www.vox.com/the-goods/22555723/tiktok-viral-products-cerave-sky-high-mascara-amazon-leggings
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 52(3), 253–263. https://doi.org/10.1016/j.bushor.2011.01.006
Hi Nicole, your catchy title made me click on your blog post. Thank you for sharing this with us. You have captured the requisites of creating a headline that tells the story in a nutshell which instigated interests, captured the attention and made me (target audience) want to share on my social platform for my friends to consume. The use of photos and videos have made your post more interesting and made me want to finish the whole.
Hi Nicole. I liked your post. Your heading made your post stand out. Embedding the Tik Tok videos into your post also provided a clear demonstration of the power of Tim Tok. I also think that your statements concerning 'real consumers' and honest reviews are important in that they demonstrate that the old maxim caveat emptor which is Latin for Buyer Beware. Caveat Emptor is as important or even more important when buying online than it is when buying from a bricks and mortar store in the offline world. Your post strongly suggests that consumers must do their due diligence before purchasing items that are promoted online. Preventing a bad purchase by thoroughly investigating the claims and bona fides o…
Hi Nicole, great post! I certainly didn't realise how much impact influencers and eWOM had on TikTok as it isn't a platform I use. I certainly will be checking it out now, and maybe I'll be doing the hashtag #tiktokmademebuyit too.
Hi Nicole, i love your use of multimedia especially as you talked tiktok. Tiktok has certainly taken by storm Samoa and how its made you buy CeraVe products.
For me I am more interested in your topic being #tiktokmademebuyit in terms of applying myself and also my circle of friends to your experience. Whilst tiktok is very much a breath of fresh air in Samoa and I can see the region, it is more so regarded as only a platform with a tremendous following which is ideal only for visibility rather than being seriously considered. In saying this, i feel tiktok has really made its platform an entertaining one and mostly for visibility rather than being influential and serious? Perhaps…
Hi Nicole! Such an interesting post that really highlights the power of word of mouth, and how platforms like TikTok and it’s fast paced nature transport eWoM to new heights.
Interestingly enough, I bought some CeraVe products when it was fist made available in Australia a number of years ago, after a beauty influencer I follow on Instagram posted about it. I had been following this influencer for many years, and while she had a paid collaboration with the brand, she had such authenticity and honestly that made me a trustful follower. Had I not been a follower of her, I would have scrolled past the product without a thought, no matter how life changing she claimed it to be.…