🤩 What sparks joy in consumers of the post pandemic world?
Yesterday I had the privilege of attending
TikTok: The Stage, their inaugural business
conference in SE Asia.
My biggest takeaway from the
full day event was this:
Joy is a powerful catalyst for business growth.
Happy followers = Happy buyers.
According to an Accenture study,
commissioned by TikTok,
7 out of 10 users go to TikTok
when they want to feel joy.
And the positivity they get from TikTok
primes them for sales conversion.
They browse more.
They buy more.
They share more.
Here are some hard stats to back this up.
50% of TikTok users discover new brands
and products while on the app.
And 44% of those users make
spontaneous purchases.
This hashtag #TikTokMakesMeBuyIt
with 4.1 billion views has been responsible
for causing products like the $30 Amazon
leggings to sell out and brands like
LittleMoonsMochi to become overnight
success.
So this got me thinking really hard.
What sparks joy in consumers
of the post-pandemic world?
Believe it or not, this is an important question
because consumers make decisions based on
how they feel.
So if we know what sparks joy in them,
we will know how to better engage them
in all our communications.
This is why finding an answer to the above
question became my sole obsession as
I listened to experts from consumer marketing,
behavioural science and the TikTok business
team.
As it turned out, what brings consumers
joy in this new norm has changed quite
a bit, all “thanks” to the pandemic that has
significantly disrupt our lives.
I like to highlight three in this email.
Authenticity
Consumers are getting tired of overly
polished or curated content.
I am sure you feel the same.
When you start comparing your
behind the scene reels with every one’s
highlight reels, it can make you
feel miserable and unworthy.
With science and respected thought leaders
Brene Brown backing these claims, many
are choosing authenticity over aesthetics.
Enter the era of flawsomeness!
Flaws + awesomeness
(I first heard this word from a TikTok leader)
Consumers today want us to be comfortable
showing our vulnerabilities and imperfections.
One, it makes us relatable.
Two, consumers trust us more.
And three, it’s a breath of fresh air!
Experience
The days of people identifying by
their possessions are gone.
Culturally we have entered a new era
where people identify by their experiences.
This is so important in post pandemic
because we are lacking in memories.
Fact: we haven’t done much in the past
two years since COVID19 hit us
(just check your photo album)
So if you can help your consumers
to create shareable moments, it gives
them something positive about you
to talk to their friends about.
In other words, free publicity!
And you also get remembered
for all the right reasons.
Community
Wanting to belong is a base human need.
This is why we have friends and we join
social and business groups.
Unfortunately the pandemic has forced us
to retreat to our homes and without
the physical interactions, many of us
are feeling lonelier by the day.
Which is why we crave community even more.
And so if we can proactively build active
relationships with our followers and clients,
and even allow our followers and clients to
build active relationships with one another,
we create immense amount of positive
emotions like fun, connection and a sense
of belonging.
With tools like Facebook groups and
telegram channels at our disposal, you and I
have the power to start communities and
in the process, build loyalty.
Enters Vin Diesel from Fast & Furious:
“There is nothing stronger than family”
Haha.
Jokes aside, I suggest you take this email
seriously and relook into how you are
engaging your consumers.
Are you authentic?
Are you giving them shareable moments?
Are you engaging them through
a community?
And most importantly, when your consumers
think about you, do they feel joy?
Your #1 fan,
Eric Feng
P.S. Do you find this week’s email helpful?
If yes, please share it on your social media.
Tag me so I know and I will create more
emails like the above.
P.P.S. I did a fun version of what I learnt
about TikTok on TikTok haha.
Watch it here -> 7 reasons why TikTok is so
P.P.P.S. And finally, do check out this week’s
podcast if you want to build a powerful
network in the digital age.
