Donte Murry, TikTok’s North America director of beauty, wellness, and personal care, told Glossy that 77% of interested shoppers on TikTok search for more info about a relevant product after seeing affiliate content in-stream. Murry highlighted the importance of combining sponsored and affiliate content to meet shoppers where they’re searching, while also noting that comments from other users are one of the most influential elements guiding purchase actions in the app. Murry advised brands to “think about what you want to reverse engineer in the comments. What kind of conversation do you want to start that can help influence that first purchase?” He added that second purchases from the same brand are most often driven by tutorials and tips that share insights into why a product works, the science behind it, and the ingredients that power it.
