TikTok data: 71% of Gen Z buys what they discover on the app
Micro-influencers are outselling big-budget ads on TikTok. See the data on why 71% of Gen Z buys what they discover on TikTok, plus Sociallyin's tips for picking creators who convert.
NEWS
7/2/20262 min read
Analysis from Sociallyin, a social marketing firm, shows TikTok has become one of the strongest platforms for creator-led shopping, with micro-influencers playing a bigger role in how people discover, research and buy products.
Key insights
More than 60% of TikTok users purchase products immediately after discovering them on the platform.
71% of Gen Z users have bought an item they first found on TikTok.
About one in two TikTok users research products or brands on the platform before buying.
After seeing a product in creator content, 48% of users want to learn more about it.
Micro-influencer campaigns generate engagement rates up to 5% higher.
That habit gives micro-influencers a bigger role in shopping decisions. Smaller creators tend to speak to a specific audience, which makes their recommendations feel more personal and easier to trust. A product video filmed in a bedroom, kitchen, car or daily routine can feel more useful than a polished ad because it shows how the product works in real life.
TikTok's algorithm also helps smaller creators reach the right shoppers without a huge following. If a video gets strong watch time, comments, saves or shares, it can spread well beyond the creator's own audience. With TikTok Shop, the path from watching to buying is even shorter, making micro-influencers a practical way for brands to drive discovery, trust and sales in one place.
"Micro-influencers are becoming powerful on TikTok because their content feels close to the buying moment. People want to see how a product fits into real life before they spend money. A smaller creator can show that in a way that feels direct, practical, and believable."
— Keith Kakadia, CEO at Sociallyin
What brands should look for in micro-influencers
Choose creators who explain the product clearly. The best creators help viewers understand what the product does, how it works and why it matters.
Look for real-life product use. A product shown in a skincare routine, kitchen setup, gym bag, travel bag or daily habit feels more useful than a polished ad.
Match creators with the right community. A beauty brand may perform better with a creator known for honest skincare reviews, while a home product may work well with someone who shares simple household fixes.
Focus on trust, not just follower count. A smaller creator with a loyal audience can influence buying decisions because their recommendations feel personal and believable.
Answer the questions shoppers already have. Strong creator content shows whether a product works, whether it's worth buying, how it looks in real life and whether it fits the viewer's needs.
Kakadia added, "The next wave of TikTok selling will be led by creators who make products easy to understand. The strongest sellers are not always the loudest voices. They are the ones who can make a viewer think, 'I can see myself using that.'"
For more TikTok audience insights, visit Sociallyin's TikTok Audience Demographics report.
Image: Fanny Beckman