Have you heard of the infinite loop? TikTok’s unique retail path to purchase totally disregards the traditional customer journey from awareness and consideration to conversion.

We asked our followers if they’ve been influenced by content on TikTok and local brands might be surprised by the results.

“I got very deep into travel TikTok when planning my trip to Europe last year and loved watching 'pack with me' videos. This opened a whole can of worms for influenced purchases but notably my suitcase packing cubes and my universal power adapter - they just made perfect sense to me, I loved that someone else had tested them and it felt like a recommendation coming from a friend and they truly were game changers!” - ANON, female, age 29

“Literally this morning, I saw a video where a brand had partnered with a content creator on TikTok to promote their latest sale. She was using skincare products from the sale to put together her day-to-day look. I went straight over to the brand's site and made a purchase within 30 minutes having never purchased from them before. I've never bought from them before and now I'm part of their rewards programme too!” - ANON, female, age 39

“I get soooo sucked in by the 'POV: you found the perfect...' videos. This particular one was about the backpack vs suitcase debate for your Euro summer trip, and this girl had found a Kathmandu bag that combined the two. After seeing multiple videos of other creators promoting this particular bag, I was so SOLD that I had bought the bag within a day. Talk about the power of UGC!” - ANON, female, age 28

“Of late, I have been influenced to purchase a new L'Oreal brow pencil, to try making a Hugo Spritz cocktail, and will imminently be purchasing a Bobbi Brown Cream Shadow Stick - specifically in the shade Cinnamon.” - ANON, female, age 41