Introduction

The Humanities & Social Sciences market has always held a significant place in the global consumer landscape. It caters to the intellectual and emotional needs of individuals, offering a wide range of products such as books, self-help guides, and spiritual resources. In recent years, with the rapid development of digital platforms, TikTok has emerged as a powerful force in promoting and selling products in this category, especially in the US market. TikTok's unique advantage lies in its ability to reach a vast and diverse audience through short, engaging videos, allowing merchants to showcase their Humanities & Social Sciences products in an innovative and accessible way.

Category Market Overview

According to authoritative sources, the Humanities & Social Sciences market in the US has been experiencing steady growth. The market size has been expanding as more consumers show an increasing interest in self-improvement, spiritual growth, and understanding of various social and cultural phenomena. The growth trends indicate a shift towards digital consumption, with online platforms like TikTok playing a crucial role. Consumer demand has also changed, with a greater emphasis on products that offer practical advice, inspiration, and a sense of connection. For example, books on mental health, relationship building, and personal development have seen a surge in popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Humanities & Social Sciences category demonstrated interesting sales performance. The total GMV Gross Merchandise Volume for the category was $2.6175 million, with a month-on-month growth rate GMV qoq of 16.96%. The sold count reached 153,400, showing a 10.99% increase. Among the top-selling products, "Inspirational Bible Verses: Strength and Hope for Every Emotion and Situation" sold 18,600 copies, generating a GMV of $183,400 with a significant GMV qoq of 40.52%. Another popular product, "Don't Believe Everything You Think: Why Your Thinking Is The Beginning & End Of Suffering", sold 13,100 copies with a GMV of $162,800 and a GMV qoq of 3.95%. The reasons behind their popularity could be attributed to the current social climate where people are seeking inspiration and ways to cope with various challenges. The engaging content on TikTok related to these products, such as book reviews and motivational quotes, has also contributed to their sales growth.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the Humanities & Social Sciences market on TikTok in December. For instance, Dani Donovan had a GMV of $345,300 with a GMV qoq of 80.76% and sold 6,701 items. Their success might be due to their unique marketing strategies and engaging video content. Another notable brand, itsjosephnguyen, achieved a GMV of $243,400 with a GMV qoq of 18.33% and sold 15,600 items. They likely benefited from their wide range of product offerings and effective promotion on TikTok. Book & Mortar also had a good performance with a GMV of $197,500, GMV qoq of 16.91%, and sold 10,500 items. Their focus on quality products and building a community of readers on TikTok could have contributed to their success.

Conclusion

Overall, the Humanities & Social Sciences market on TikTok in the US during December showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on creating engaging video content that highlights the unique features and benefits of their products. They should also keep an eye on emerging trends in consumer demand, such as the growing interest in mental health and personal development resources. Looking ahead, the market is expected to continue its growth trajectory, with more opportunities for merchants to connect with their target audience on TikTok and drive sales.