Community Commerce, on the other hand, encourages audiences to create entertaining, compelling content that just so happens to feature brands. That content is then shared with and enjoyed by those creators' trusted communities. In essence, it's the digitization of word-of-mouth marketing—and it empowers brands to form genuine connections with people in a way that drives awareness, favorability, and sales.
In theory, digital word of mouth could happen anywhere online. But there are certain characteristics of TikTok that make it the only place where Community Commerce can thrive.
One such trait is the hyper-relevant For You page. While other content feeds are built around a user's following, the For You page is built around videos that users like, share, and watch repeatedly. So if someone's For You page shows them a video talking about, say, makeup products or homewares, there's a good chance they care about beauty or interior design.