Cristel Russell Shares Insights on the Influence of TikTok and Product Placement

TikTok has grown in popularity the last two years and is increasingly using influencers to influence consumers to purchase products. Cristel Russell authors an op-ed for Psychology Today on the hashtag, “TikTokMadeMeBuyIt”, which has more than 8.4 billion views, and the psychology behind why people are driven to buy products featured on social media. Using influencers for brand awareness and generating sales is not a new tactic for the marketing world or for social media, yet TikTok uses entertainment and marketing to persuade consumers to purchase products. According to Russell, 86% of marketers now use influencers to drive sales or for brand awareness.

The full article is available on Psychology Today.