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, journals, and educational 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 advantages, like its vast user base and highly engaging short-video format, have provided new opportunities for businesses in the Humanities & Social Sciences sector to reach a wider audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Humanities & Social Sciences market in the US has been showing interesting trends. The market size has been fluctuating, influenced by various factors such as changing consumer preferences and economic conditions. In recent times, there has been a growing trend towards digital content within this category, with e-books and online courses gaining popularity. Consumer demand has also been shifting, with a greater emphasis on self-help and motivational materials. This is evident from the increasing sales of books related to personal growth and inspiration. Overall, the market is evolving, and businesses need to stay updated to capitalize on these changes.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the sales performance of the Humanities & Social Sciences category presented a mixed picture. The Gross Merchandise Volume GMV for the category was $455,300, showing a quarter-on-quarter QoQ decline of 26.7%. The total sold count was 25,700, with a QoQ decrease of 25.51%. However, several products managed to stand out.

The top-selling product was "Don't Believe Everything You Think: Why Your Thinking Is The Beginning & End Of Suffering" with 2,283 units sold, generating a GMV of $29,300 and a QoQ decline of 25.43%. Another popular product was "Inspirational Bible Verses: Strength and Hope for Every Emotion and Situation" which had 1,131 units sold, a GMV of $12,200, and a QoQ growth of 2.79%. The popularity of these products can be attributed to their relevance to current consumer interests in self-reflection and finding inspiration. The growth patterns suggest that products that address emotional and personal growth needs are more likely to succeed on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores in the Humanities & Social Sciences market on TikTok US performed notably during the week in question.

Book & Mortar had a GMV of $44,600 with a QoQ decline of 19.37% and sold 2,196 units. They offered a diverse range of products with 1,046 product count, 160 sold product count, and had 47 video bloggers promoting their products. Their average price was $20.33, and the sold count ratio was 9.8%. Their performance indicates a strong presence in the market, although the QoQ decline shows the need for continued adaptation to market changes.

itsjosephnguyen had a GMV of $41,100 with a QoQ decline of 33.23% and sold 2,614 units. Despite the decline, their high sold count shows their ability to attract customers, perhaps through effective marketing strategies on TikTok. However, they had only 6 product count and 5 sold product count, suggesting a more focused product offering.

Dani Donovan had a GMV of $28,200 with a QoQ decline of 53.49% and sold 487 units. Their relatively low sold count and significant QoQ decline might indicate challenges in competing in the highly dynamic TikTok market. They had only 1 product count and 1 sold product count, highlighting the need for diversification and better marketing strategies.

Conclusion

Overall, the Humanities & Social Sciences market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed both opportunities and challenges. The decline in GMV and sold count QoQ for the category as a whole indicates a need for businesses to reevaluate their marketing and product strategies. However, the success of certain products and brands shows that there is still a significant demand for relevant and engaging content in this category.

For cross-border merchants, it is recommended to focus on products that address current consumer trends such as self-help and personal growth. They should also work on building a strong presence on TikTok through effective use of video bloggers and creating engaging content. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on digital content and more personalized offerings. Merchants who can adapt quickly to these changes will be well-positioned to succeed in the TikTok US Humanities & Social Sciences market.