TikTok solutions help brands and marketers drive greater impact, reach, and value to their customers.
TikTok, the leading destination for short-form mobile video, is
capitalizing on its array of commerce solutions to help brands develop and
launch campaigns that can maximize their market engagement, reach more
customers, and generate favorable returns.
David Jay Gomez, TikTok Regional Branding Partnerships Head, Southeast Asia
TikTok Gives More Growth Opportunities for Businesses on the Platform
According to David Gomez, TikTok Regional Brand Partnership Head, Southeast
Asia, content on the platform registers growth in video views across diverse
categories in the Philippines, reflecting its popularity and reach that brands
can capitalize on for their campaigns. From July 2021 to 2022, News &
Entertainment grew by over 70%, while Beauty & Fashion and Baby &
Parenting grew by over 57% and 53% in video views respectively.
“TikTok’s growth continues to be driven by positive sentiment from users. This
has greatly increased our platform’s scale, reach, and impact. Moreover, we
are continuously introducing innovations and solutions that will help more
brands and local businesses to achieve more from TikTok’s success,” Gomez
said.
A TikTok commissioned survey with Nielsen IQ, a global information services
company, found that 91% of Filipinos come to TikTok to learn new things, from
funny and entertaining content to the latest trends. 73% also come to discover
new brands and products and create entertaining or even educational content
around them.
This high engagement level often allows trends to develop around products in
an organic and authentic manner, amplified by active users and trend
ambassadors. This is best exemplified by the hashtags #BudolFinds and
#TikTokMadeMeBuyIt, both of which continue to flourish with over 35 billion
views to date.
Shopping on TikTok
In a separate TikTok commissioned study with marketing research firm Toluna on
online shopping behaviors, 93% of Filipinos discovered they were inspired by,
or bought a product because they saw it on TikTok. Such is the influence of
TikTok videos that viewers are 1.4 times more likely to consider a brand
because of content they have seen, while 4 out of 5 users made a purchase
because of a review or recommendation on the platform.
When users make a new product discovery and purchase it on TikTok, the Toluna
survey also found that viewers are 1.2 times more likely to share it with
their friends, and 1.5 times more likely to convince them and their families
to also buy it.
“When brands show up as part of the TikTok community, consumers’ experiences
are accelerated, and they are more likely to pursue engagement with
businesses. When done right, it can catapult brands from zero awareness to
being the top in a buyer’s mind,” Gomez claims.
Tiny Buds is one such brand that built a strong community by offering
consumers a holistic experience of discovery and genuine interaction. Offering
a range of natural baby care products, the brand invested in livestreaming,
short videos and other positive engagements to connect with their audience and
generate sales. The brand eventually managed to achieve a record Gross
Merchandise Value (GMV) during the TikTok 8.18 Brand Day Sale, predominantly
driven by its livestreams.
Entertainment to Cart
With TikTok’s innovative suite of commerce solutions and the integration of
authentic interactions, marketers have the opportunity to drive their
businesses forward. In fact, according to Kantar Media Reaction, TikTok ranked
#1 in the Philippines for innovation among marketers.
Marketers can elevate their strategies through these tools that merge
entertainment and commerce. TikTok's Creator Marketplace has both self-serve
and managed services that help marketers run campaigns more effectively,
ensure right market reach, and explore partnerships, presenting a one-stop
performance and marketing platform.
Moreover, there are also opportunities for brands and businesses to do creator
collaborations, allowing localized content to reach more people with the
creators’ followings. With creators being the heart of TikTok, there is an
endless list for brands and businesses to choose from.
Fintech startup Plentina leveraged TikTok Creator Marketplace to reach out to
two popular creators to collaborate with in its goal to grow its presence in
an authentic way on TikTok. The brand also used Spark Ads to amplify these
creators' videos on its campaign and drive conversions through app installs.
In less than two weeks, the brand's strategy attracted more than 20 million
video views and more than 12,000 app installs.
Meanwhile, PureGo, the online grocery shopping platform of PureGold
supermarket chain, went for TikTok Collection Ads to create more targeted
product recommendations for its customers. This approach led customers to an
Instant Gallery Page which showcased individual products and an exclusive
promo call-to-action, moving visitors over onto its own grocery shopping
website for purchases and more information. This helped PurGo effectively
engage its audience and convert that interest into significant web traffic
during their campaign.
TikTok Shop, the newly launched e-commerce platform in TikTok also offers
video shopping ads shown on users’ FYP; LIVE shopping ads that pop up during
sellers’ live streams; and lastly, catalog listing ads, the new ad solution
presented in a non-video format. These ad solutions help merchants create
greater visibility and drive traffic to their TikTok Shops, and blend shopping
and entertainment for consumers.
Epilogue
“As our creators and marketers level up, so must we. In the coming year,
marketers can gear up for even more exciting developments from TikTok and our
partners,” Gomez says. “After an amazing 2022, TikTok is expecting an increase
in marketers joining in 2023, which is why TikTok is coming up with new and
better ways to support brands and businesses in unleashing their highest
potential.”
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