Target This Demographic With Eco-friendly Tik Tok Content
TikTok is more than just dances and funny skits; it's a massive global force in media and marketing. With over 1.2 billion active users worldwide , including 43.4 million in the Philippines , it has become a powerful place for businesses to connect with people. But can this fast-paced platform actually drive people to make eco-conscious choices?
A recent study, "Taking a Scroll: Consumer Engagement Towards Sustainable Marketing on TikTok," investigated exactly this question by focusing on Filipino TikTok users and their engagement with sustainable marketing content. The results offer vital insights for anyone—from marketers and content creators to everyday users—looking to make a real difference through social media.
The research looked at engagement through the lens of the "4 C's of Marketing": Customer Value, Cost, Convenience, and Communication. The study surveyed 375 Filipino TikTok users to see how these factors influenced their interaction with content promoting eco-friendly products and behaviors.
The key finding? Convenience and Communication were found to be the most critical factors driving user engagement. This suggests that content that is easy to access, understand, and share, and that clearly communicates its sustainable message, is what works best on TikTok.
Key Takeaways by Demographics
The study revealed that engagement with sustainable content varies significantly depending on who is scrolling.
Age Differences
Older Consumers Lead the Way: Users in the 39-45 age group showed the highest level of engagement. They were more interested and willing to invest in eco-friendly products. They are driven by a greater concern for the long-term environmental impact.
Younger Users Need Trends: Users aged 18-24 showed lower engagement. This is likely because they prefer trend-driven, short-form, and highly interactive media formats.
Marketing Suggestions: For older users, focus on the long-term benefits and value of sustainable products. For younger users, tie sustainable actions to fun trends and challenges.
Gender Differences
Women Show Higher Engagement: Female users consistently exhibited a higher level of engagement across all four C's (Customer Value, Cost, Convenience, and Communication).
Willingness to Spend: Women were more likely to appreciate the value of sustainable products and demonstrated a stronger willingness to spend on eco-friendly options.
Marketing Suggestion: Campaigns targeting female users should emphasize the value, convenience, and affordability of eco-friendly products.
Spending Habits
Higher Spenders Engage More: Users who spent more than PHP 20,000 annually on TikTok purchases showed a higher level of engagement with sustainability content. This indicates a direct link between having disposable income and showing interest in sustainable marketing.
Marketing Suggestion: Present higher-income users with premium, eco-conscious options, as they are already accustomed to spending on the platform.
