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.
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.
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| David Gomez |
“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.
“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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