The TikTok, Publicis, and WARC Whitepaper explores the growing impact of community commerce, where social media platforms like TikTok are transforming how brands engage with consumers. The pandemic accelerated online activity, with 78% of users regularly interacting with brands on social media. Social commerce is driving unplanned purchases, with 85% of consumers globally buying products after seeing them on social platforms. TikTok's unique combination of entertainment, creativity, and community engagement fosters strong emotional connections that influence purchase decisions.

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