Understanding Consumer Behavior in the Digital Age
In today’s digital era, most purchasing decisions are influenced by unconscious consumption habits, partly due to social media usage. Watching others use or endorse products is an effective method, making videos a powerful tool for businesses to promote themselves.
Moreover, video consumption has become one of the primary channels for researching products before buying. A prime example is TikTok, where 44% of users seek information on the platform during sales seasons, according to the Hot Sale in TikTok 2025 report by Ipsos.
This trend is particularly strong among Generation Z, born between 1997 and 2010, with 78% watching YouTube and 55% using TikTok, as per a Kantar study. This presents an opportunity to connect with this demographic.
Consumers Consult Videos Before Purchasing
During peak consumption periods, Mexicans eagerly await promotions from their favorite brands. According to Ipsos, seven out of ten TikTok users postpone their usual shopping habits in anticipation of the Hot Sale.
Manuel Morales, TikTok’s head of brand partnerships and growth, explained that 44% of users seek information on the platform during discount seasons. During the FWD by AMVO event, panelists emphasized that videos aid consumers in making purchase decisions. YouTube and websites are the primary sources for research, with 23% consulting social media, as per Kantar.
TikTok users who view product videos take action, with 37% making purchases on websites, the same percentage saving or reacting to videos for later reference, and 36% visiting online stores to learn more about products or brands.
5 Tips to Leverage the Video Trend
Given the abundance of videos across various platforms, brands can stand out by understanding consumer motivations. Ipsos reports that self-indulgence (56%), indulging loved ones (44%), and participating in favorite stores’ promotions (41%) are the primary drivers during Hot Sale.
5 Tips for Brands to Utilize Videos Effectively
- Use the Right Format: Although YouTube is known for horizontal videos, vertical viewing gained traction in 2021. With other social media platforms adopting this format, it’s essential to cater to user preferences.
- Storytelling Sells: Focus on creating authentic narratives to engage users rather than direct promotion.
- Monitor Results: Keep track of brand lift, a metric measuring campaign impact and ad influence on brand loyalty.
- Optimize All Channels: Ensure websites and social media are consistently updated, as users often seek information across multiple channels.
- Be Careful with Promotions: Ipsos found that four out of ten buyers research products a month before purchasing. Brands must avoid price inflation and maintain consistent promotions across all sales channels.
Key Questions and Answers
- Q: Why are videos important for consumer decisions? A: Videos help consumers make informed purchase decisions, and 70% of shoppers use more than two channels for research.
- Q: How does TikTok influence purchasing behavior? A: 44% of TikTok users seek product information during sales seasons, leading to actions like purchasing on websites or visiting online stores for more product knowledge.
- Q: What are the key consumer motivations during Hot Sale? A: Self-indulgence, indulging loved ones, and participating in favorite stores’ promotions are the primary drivers.
- Q: How can brands effectively use videos? A: Brands should use the right format, focus on storytelling, monitor results, optimize all channels, and be cautious with promotions.
