TikTok's Top Tip to Sellers: Tickle Audiences, They'll Add to Cart
It's called 'Shoppertainment'.
(SPOT.ph) An entertained audience adds to cart and checks out, TikTok advised merchants on its shop, as it suggested a "Shoppertainment" strategy for businesses who want to harness the e-commerce potential of the world's most widely-used short form video platform.
Under the "Shoppertainment" approach, brands can introduce their products and grow their market through bite-sized and entertaining videos that grab the attention of consumers and appeal to their emotions.
"This is a very huge opportunity for businesses, marketing leaders to commit to the fast-growing industry. Entertainment first, commerce second that appeals to the emotional demand spaces of the consumers," Paolo David, TikTok Philippines Head of Brand Partnership, told reporters today, October 6.
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What do users look for on TikTok Shop?
TikTok partnered with Boston Consulting Group, a management consultancy services firm, to understand consumer behavior. Based on responses of 2,000 respondents, the study showed that consumers are more likely to lose interest in brands that have overly-exaggerated, picture-perfect, and polished advertisements, with nine of 10 consumers skipping digital ads regularly.
The study also found that consumers seek elements of fun and emotional connection with brands when they are shopping.
Brands, or even small-time Filipino merchants, can tap this potential to make their content more entertaining and engaging on social media and turn consumers into actual customers, according to David.
“Content that is authentic, credible, aligns with shoppers’ interests and passions, and does not force decision-making, establishes and reinforces the trust and relationship with consumers," he said.
"When it comes to the commerce side, two deal makers for consumers are having clear information and the ability to purchase straight away,” he added.
David said TikTok is an effective platform for brands to sell their products, citing the results of the same study where 73% of TikTok users said they feel deeper connections to brands on the video platform than on other sites or apps.
"TikTok can support brands and advertisers in their quest to reach and engage consumers as the platform has integrated solutions built for entertainment and authentic interactions, enabling impactful commerce results," he added.
How do you reach an audience as a TikTok seller?
If you are looking to get more people to support and buy your product through an online platform like TikTok, here are some things you can do under the "Shoppertainment" approach:
Focus on storytelling, make it educational
Make sure to create content that tells a story and where consumers can learn something from in order to hook their attention.
"You have to build content with genuine storytelling and educational value," David said.
Don't force decision-making
Sometimes, consumers get turned off by ads that tell them to "buy now".
"If you're not forcing decision-making, you have to make sure that your content is associated with the interest and the hobbies of your users and your consumers," David said.
Be authentic
Nothing beats authenticity when trying to market a product. When consumers look for a product, they want to see brands that understand their wants and needs, and that are authentic in the way they communicate.
"You have to create an authentic brand with credible reviews, open an engaging community conversation, and lead with authentic videos that inspire within the community," David said.
Focus on video first
Videos capture attention and imagination, so make sure to prioritize short-form videos to keep your consumers hooked, David said.
Recommend trends
Filipinos always want to be in the know of what's happening around them.
"Being able to have this type of content allows you to really capture their attention because they would always love to hear voices from credible and trusted community experts," David said.