In recent years, TikTok, a short video social software, has become popular all over the world, setting off a round of enthusiasm in Turkey, thousands of miles away from China. It is estimated that the e-commerce market in Turkey will reach US $6.726 billion in 2022. The e-commerce market has great potential. The popularity of TikTok will further release the local market potential. Undertake the previous TikTok market report series, and bring Turkey to readers today.
Popular categories:
1. Clothing & Accessories
TikTok's involvement in the fashion circle has not been a day or two. The word fashion, which was originally dominated by a few people, has been completely rewritten after TikTok's popularity, overturning the style belief attached to the past fashion. Tiktok has transferred the power to lead the trend from the high fashion circle to the TikTok community. A passion for fashion has fermented and overflowed in the community, and it is more real than ever before. Here, the power flow is defined by the user. With a strong self-style, they are marching to a wider stage through #foryou's T-stage. Whether it's the OOTD combined with street clothes in the 1990s or the new style exploration driven by curiosity, the recommendation is endless, and so are the business opportunities.
Tiktok, whose global active users have exceeded 1 billion, has turned its huge user base into a fulcrum to pry the brand and expand new channels. In particular, the launch of the TikTok shop makes impulse consumption possible. Even where the small yellow car can't reach, there are countless examples of products driving the brand and making the platform popular. Tiktok users know how to skillfully integrate their fashion taste with real-life and gradually turn it into productivity, which is also the strength of the TikTok community.
In 2021, the fashion-related content on TikTok in Turkey increased by 112%. The increase in the number of videos released has driven casual and formal clothes to become a trend again. The fashion trend on TikTok and the community formed around fashion is not only the source of fashion inspiration but also users are used to posting under the topic of # foryoupage (recommend for you) to release their enthusiasm for fashion. TikTok's popular trends #bugunnegiysem and #altin can be seen. Whether it's daily wearing tutorials or #hamileanneler, which highlights the source of fashion inspiration, TikTok's compatible and diversified posture is one of the most key factors for users to keep surging forward.
*Brand case
Through TikTok's dynamic display advertising, unless not only increased ROAs sixfold but also expanded the target audience of the brand in the UAE and Kuwait markets. Early prediction and positioning of potential audiences, is the key to achieving accurate delivery of users at the right time.
Up to now, the brand has no say in the output of new products, and the needs of users are the first essence. The brand should closely follow the lightning and diversified micro trends on TikTok and cooperate with the up master who leads these trends. Ensure that the content always maintains the style of the TikTok immersive experience, which helps to form shopping stickiness and may lead to a higher conversion rate.
2. Beauty & personal care
In the past decade or so, great changes have taken place in aesthetics. People no longer have excessive demands on the word perfect with a magnifying glass. The change of secular ideas encourages groups with different body types and skin types to express their true self. Although there are still stereotypes of beauty in society, it is an indisputable fact that beauty is gradually diversified.
In addition, affected by the epidemic, the original focus on beauty has shifted to physical and mental health, which also makes those who are not confident and satisfied relax their high requirements for themselves. This transformation is dominated by a new generation of beauty lovers who believe, admire, and encourage people to embrace all imperfections and defects. Driven by the belief that beauty is not just a skin bag, TikTok has become the best social media platform to express its true self.
In 2021, TikTok videos related to Beauty & personal care increased by 83%, and the popular topic of Beauty & personal care in Turkey was labeled as #guzelliksirlari# Makeup artists, hairdressers, and #barbers are labeled #kuafor and #berber in local topics. Most users will bring the above labels when publishing videos. It can also be seen from the trend chart that the popularity of Beauty & Personal Care Related videos in the statistical cycle is generally on the rise.
*Brand case
Neutrogena used TikTok to release videos, leveraging the influence of up owners and calling on users to integrate the use of hydro boost series products into their daily morning exercises, Neutrogena also enables spark ads, a new advertising function launched by TikTok for business in 2021 (the main functions include: 1. Click + to follow the account; 2. Click avatar, name, copy, or slide the page to the left to access the home page; 3. The eye-catching CTA button can guide users to external pages, such as third-party landing pages, application downloads, etc.), which deepens the influence of the content. The brand should learn to establish mutual trust with users, attract users to follow up and try with the up master as the reference object, upload and share their gains in this process, mobilize users' enthusiasm while publicizing products, and cultivate users' stickiness to products.
3. Technology & electronic products
During the epidemic, electronic products are the lifeline of frequent contact and the rigid demand for work and entertainment. In 2022, when people return to the real world, electronic products are still in charge and grasp the position of the first echelon of the consumption list. However, with people's trust in technology brands no longer, TikTok and other social media known as human grass planting machines may be the best reference for consumers. The community has become the most trusted authority in the field of science and technology, and TikTok is at the forefront of this transformation.
#Tags such as tricks and #unboxing increased by 150% during the statistical period. TikTok's immersive experience brings the freshness of science and technology to the ordinary life of ordinary people. The content is different from the traditional parameter science popularization. Whether it is home appliances such as #dishwashers or fingertip sports suitable for all ages such as #pc games, user-oriented creativity is booming in the direction of entertainment.
At the same time, the release of science and technology videos has been increasing. From the popularity of labels such as \techexperts (expert opinion sharing, black curtain breaking) and \smart (prediction and product/platform suggestions), we can see one or two. Up owners' recommendations can stimulate consumers' desire to buy, #tiktokmademebuylt topic label is popular all over the world in 2021, which forms strong evidence.
*Brand case
When the Samsung Galaxy S21 was released, TikTok's advertisement was launched to promote the new products. Tiktok ads guide users to the purchase page or Samsung's official website, paving the way for the formation of a complete consumption chain. Word of mouth is the key to the foothold of electronic products. Many products on the platform rely on the influence of up owners to promote the transformation. Tiktok is the creator market. Brands need to find owners suitable for the products and make a new round of interpretations of the products with their own creative style.
4. Food & Beverage
Under the influence of the epidemic, the home has become the norm, and cooking has become a part of life recreation. If there is any place where food and entertainment can collide and spark each other, you will first think of TikTok. Shortcut (small cake, including three ingredients), #tortilla fold (tortilla), and #fetapasta (feta pasta) have become the most frequently searched keywords. Although simplicity and quickness are the keys, the nature of gourmets' unwillingness to mediocrity stimulates them to experiment and develop new menus. Around the food itself, the popularity of ASMR video is also soaring# Foodtok has become a popular label.
In 2021, TikTok Food & beverage-related video content increased by 115%. Turkish users got inspiration from the kitchen of up owners and found simple and delicious recipes by browsing #learontiktok videos. At the same time, it also inspires users to make some changes to the menu, open a new world of taste, and share this process with other TikTok users.
TikTok's immersive experience turns the kitchen into a gourmet theater, which achieves the effect of licking the screen in terms of vision and hearing. In addition, users' curiosity is stimulated by trends from all over the world, and their cultural vision and appetite are opened together. For example, #mukbang (food broadcasting from South Korea) has found a large audience in Turkey.
*Brand case
Dimes, a famous juice brand in Turkey, launched a brand label challenge to promote the new milkshake series. With the help of the local melody of similar, which means to shake the world's hair #. They have repeatedly released relevant dance videos and called on users to participate. To help ensure exposure and participation, dimes also launched top view ads and information flow ads on TikTok to promote this challenge.
The above contents are the author's personal views and do not represent the position of the company! This article is reprinted with the authorization of the original author, and reprinting requires the authorization and consent of the original author.