One-in-Two Shoppers Buy After Scrolling – ‘Before & After’ TikToks Among Top Triggers

Omnisend’s survey of 2,007 US social media users finds that 52% are inspired to buy by social media, with 45% admitting they’re more likely to buy something that’s currently trending online.

TikTok trends play an important role in product discovery, with the most influential being:

• Before & After transformations – 18.2% of those aware were influenced to buy,
• Hashtags like #TikTokMadeMeBuyIt and #AmazonMadeMeBuyIt – 15.5%,
• Online Shopping Hacks and “Shop with Me” content – 14.3%,
• Expectation vs Reality trends – 13.3%,
• Haul Comparisons – 12.8%.

In total, 12.9% of shoppers link their purchasing behavior to specific TikTok content types, Omnisend finds. However, the platform’s influence may be underreported.

“Repeatedly seeing certain products on the platform primes consumers to notice and trust these items elsewhere, making TikTok an important starting point – even if it doesn’t always get credit for the sale,” explains Pija Ona Indriunaite, Director of Brand at Omnisend.

Two-thirds prefer products promoted by regular users

When asked how they determine if an item is worth buying, 70% say they rely on research on social media. There, consumers show a strong preference for community-driven content:

• 66% say it’s important that a product is shown by someone like them, a regular social media user rather than an influencer (49%) or a celebrity (38%),
• 68% rely on user comments to help guide their decisions,
• And 79% say they trust verified reviews or official badges.

Supporting this, Omnisend’s analysis finds that 10–15 second videos filmed as informal, first-person recommendations consistently outperform other formats.

“TikTok’s fast-paced stream of short videos blurs the line between ads and authentic content in a way that feels natural to viewers,” says Indriunaite. “Combined with relatable, personal storytelling that the format allows, that subtlety can influence buying decisions without people even realizing it.”

Tips for businesses leveraging TikTok for sales

For businesses aiming to maximize sales through TikTok, Indriunaite advises:

• Keep it short and direct. In today’s swipe-fast culture, 10–15 second videos hold attention best.
• Make it personal. Content that feels like a recommendation from a friend – not a brand – is more likely to resonate. Reply to comments or even feature real users to boost engagement.
• Tap into trends strategically. Using every trending hashtag might boost visibility, but not necessarily with the right audience. Focus on trends that naturally align with your brand and speak to your target customer.
• Test and refine. Track which video lengths, hashtags, and formats perform best for your products and optimize your content strategy accordingly. You can also use AI tools to analyze viral content in your niche for insights worth applying.