Raya > TikTok Excel class

Mar 30, 2023

∙ Paid

Good morning. Almost said afternoon but I’m 11 minutes early.

Despite rising inflation, Gen Z shoppers are the least likely to reduce their spending habits. They simply don’t want to stop shopping. 43% of Gen Z say they open TikTok first to start their search for products online, which is higher than search engines such as Google. Compared to last year, across all generations, the number of consumers who use TikTok as the first place to search for online products has increased by 36%. I get the TikTok thing… it’s impactful to see a product being demo’d and reviewed by someone, and then being fed dozens of other reviews from different kinds of accounts. If I was running a consumer brand, I’d absolutely invest in marketing via TikTok influencers, and build my own brand’s presence on the app. What I don’t get is where they’re getting all the shmoneyyy to shop every day.

This post is for paid subscribers