TikTok emphasized its aim on being the platform where content and commerce combine at the Shoppertainment Summit in Jakarta. TikTok showed the platform’s capabilities and experiences for delivering a commerce experience that is lead by entertainment, offering platform users with a conduit to their next purchase choice. According to the TikTok and Boston Consulting Group (BCG) 2022 Future of Commerce study, consumers do not have to leave the platform to complete their purchase, which is a clear and easier alternative for the 85% of consumers who switch apps during an online purchase journey.
TikTok’s effect goes beyond viral trends and entertainment value since it honors daily creativity. According to Material’s TikTok Marketing Science Global Retail Path to Purchase study, TikTok users are 1.5x more likely than other platforms’ users to go out and buy something they discovered on the site. TikTok is 1.7x more likely to be the source of product discovery than other platforms.
Entertaining content that leads commerce
TikTok entertainment promotes product discovery. A new culture of word-of-mouth discovery that combines community, entertainment, and commerce to provide a seamless journey from product discovery to purchase and beyond, where a single piece of content can fast go viral and drive worldwide demand.
According to the BCG report, video content drove 81% of APAC TikTok users’ latest purchase. For example, #TikTokMadeMeBuyIt, a significant and well-documented cultural phenomenon that emerged online during the epidemic, has led consumers to new methods to find new things on the marketplace. With over 60 billion views, #TikTokMadeMeBuyIt demonstrates huge potential for companies to connect into customers’ experience requirements. Maybelline Vietnam increased sales of its Superstay products by 790% by using the hashtag #TikTokMadeMeBuyIt.
In the recently released whitepaper from WARC and TikTok, entitled ‘When entertainment meets effectiveness: A guide to maximising impact’, Sapna Nemani, Chief Product and Solutions Officer, Publicis Groupe restated buying habits were evolving with Shoppertainment, “Shoppertainment is at the forefront of the way people are discovering brands but also buying at the same time. There is no real funnel as such.”
TikTok’s commerce solutions
Empowering businesses of all sizes to generate higher return on ad spend (ROAS) through Creative Solutions: TikTok has tools that democratize creativity at every stage, from Ideation (via Creative Center), to Production (via CapCut, TikTok Creator Marketplace, and TikTok Creative Exchange), to Optimization (via Smart Fix, and Smart Creative via TikTok Ads Manager), to Evaluation (via Creative Diagnosis via TikTok Ads Manager). TikTok enables any organization, regardless of size or constraints, to be genuinely creative with comprehensive, user-friendly Creative Solutions. These tools assist companies in increasing brand affinity, purchasing intent, and the possibility of recommending purchases.
TikTok offers a variety of solutions to assist companies in connecting with artists and the larger TikTok community in order to promote purchase, including the TikTok Creator Marketplace, TikTok Creative Exchange, Video Shopping Ads, and Live Shopping Ads.
TikTok Shop is a critical component of our commerce offering, allowing companies of all sizes, large and small, to be found and sold to the TikTok community without leaving the site. TikTok Shop allows our community to buy things from merchants and artists without having to leave the platform. TikTok may help marketers turn attention into purchases by minimizing the number of clicks required in the buying path.
For more information on the Shoppertainment Summit, please visitwww.tiktokshoppertainment.com