With TikTok, the consumption codes of the youngest have completely changed. Between influencers, ads on platforms and the boom in videos to present products, Generation Z is constantly confronted with online commerce.
Young people don’t blindly trust influencers. According to the study conducted by the Vogz agency, out of 1,000 people aged between 18 and 24 in France, 33.9% declared that they did not believe the opinions of influencers on a product. 43.5% answer “rarely”while only 8.7% trust them completely. “They are not fooled and are aware that an influencer who talks about a brand only very rarely does so without financial compensation”, analyzes the study. They are also more than 30% to report being able to recognize ads on social networks.
The video, decisive in the purchase?
However, Generation Z is not insensitive to opinions, on the contrary. Respondents are very attentive to the number of customer returns on a product. They are thus more than 72% to confide not to find a product “reliable” if it has less than three opinions. 60% of respondents said they always try to seek reviews before finalizing their purchase.
Among the reasons that can lead them to open their portfolio, videos take a prominent place. Still according to the results of the Vogz study, about 30% of respondents say that a video review can influence them in their purchase. A trend that many creators use by posting hauls, these short videos that present products, whether clothing or gadgets on social networks, especially TikTok, where this trend is still relevant. The young people surveyed are also 25.4% to indicate that they are more active on TikTok, followed by Instagram at 19.5% and Twitter at 19.1%. YouTube only collects 1.1% of opinions.
Green, but not too much
On the Chinese social network, the hashtag #AmazonFinds, which brings together videos in which creators test and give their opinions on products purchased on Amazon, has accumulated more than 22.4 billion views. This kind of video is very common on the platform. Some products saw their sales increase on the e-commerce site after going viral on TikTok. 42.4% of respondents even say they are ready to associate their image with a product they like; and they are already 26% to have published content on their social networks to highlight a product or service already acquired.
Amazon is also cited as the first site through which those surveyed would spend a check for €150, up to 22.6%. A decision that goes against the ecological claims often attributed to Generation Z, more aware of overconsumption and environmental problems. According to respondents, the choice of Amazon is explained by its wide variety of products offered. Fnac and Shein come second and third. At the question “If you had the choice between spending a coupon of €150 on an eco/organic site, or €180 on a site that doesn’t pay attention to that, what would you take?”, 55% of them would still choose a green site. Can we really believe them?