SHORT mobile video platform TikTok leverages on its broad reach to offer commerce solutions that help brands create and launch campaigns that can maximize their market engagement, gain more customers and generate favorable returns.
According to TikTok Regional Brand Partnership Head for Southeast Asia David Gomez, views on video contents on their channel grew across different categories in the Philippines, indicating its wide popularity and reach that brands can capitalize on for their campaigns.
From July 2021 to 2022, News & Entertainment increased by more than 70 percent; Beauty & Fashion, 57 percent; and Baby & Parenting, 53 percent.
āTikTokās growth continues to be driven by positive sentiment from users. This has greatly increased our platformās scale, reach, and impact. Moreover, we are continuously introducing innovations and solutions that will help more brands and local businesses to achieve more from TikTokās success,ā he said.
A survey commissioned by the company with Nielsen IQ showed that 91 percent of Filipinos come to TikTok to learn new thingsāfrom funny and entertaining content to new trendsāwhile 73 percent find latest brands and products and make entertaining or even educational content about them.
This high engagement rate enables products to trend organically and genuinely, amplified by active users and fad ambassadors. Examples of which are the hashtags #BudolFinds and #TikTokMadeMeBuyIt, which continue to flourish with over 35 billion views to date.
Shopping avenue
ANOTHER study of TikTok with marketing research firm Toluna on online shopping behavior revealed that 93 percent of Filipinos were inspired by, or purchased a product after they saw it on the platform. Given its massive influence, viewers are 1.4 times more likely to consider a brand because of TikTok video contents they have seen, while four out of five users were made to buy due to a review or recommendation on the channel.
As users discover and patronize a product on TikTok, the research also discovered that viewers likely share it 1.2 times with their friends, and 1.5 times that they will persuade them and their families to also buy it.
āWhen brands show up as part of the TikTok community, consumersā 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 buyerās mind,ā Gomez noted.
One such brand that was able to establish a strong community via TikTok by offering consumers a holistic experience of discovery and genuine interaction is Tiny Buds, which offers natural baby care products. With its livestreaming, short videos and other positive engagements, it connects with audience and generate sales. Eventually, this brand made a record Gross Merchandise Value (GMV) during the TikTok 8.18 Brand Day Sale, mostly by its livestreams.
Have āshoppertainment,ā will add to cart
IN todayās digital era, marketers now have the chance to drive their businesses forwardāthanks to TikTokās innovative commerce solutions and the integration of real interactions. In fact, TikTok ranked No. 1 in the Philippines for innovation among marketers, per Kantar Media Reaction.
Marketers strengthen their strategies with these tools that marry entertainment with commerce. Through its Creator Marketplace, TikTok extends self-serve and managed services that enable marketers to run their campaigns more effectively, guarantee right market reach, and explore partnerships, presenting a one-stop performance and marketing platform.
Because brands and businesses can now do creator collaborations, their localized content reach more people with the followings of creators. With the latter being the heart of TikTok, the list for brands and businesses brings endless options for consumers.
TikTok Creator Marketplace is helpful for financial technology star-up Plentina to collaborate with two well-known creators in its objective to expand its presence in an authentic way on TikTok. Using also Spark Ads, the brand amplified these creatorsā videos on its campaign, driving conversions via app installs. With it, the brandās strategy gain more than 20 million video views and over 12,000 app installs in less than two weeks.
PureGo, on the other hand, turned to TikTok Collection Ads to create more targeted product recommendations for its customers. This approach of the platform of PureGold supermarket chain led clients to an Instant Gallery Page that showcased individual products and an exclusive promo call-to-action, moving visitors over onto its own grocery shopping web site for purchases and more information. This helped PureGo to effectively engage with its audience and turn that interest into significant web traffic during the campaign.
TikTok Shop, the newly launched e-commerce platform also offers video shopping ads shown on usersā FYP, LIVE shopping ads that pop up during sellersā live streams, and catalog listing ads presented in a non-video format. These ad solutions help merchants become more visible and bring traffic to their TikTok Shops, and blend shopping and entertainment for consumers.
āAs 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,ā Gomez said.
āAfter 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.ā