Promote, sell products via TikTok, brands urged

TikTok app logo is seen in this illustration taken, August 22, 2022. REUTERS

Social media site TikTok is turning out to be a vibrant e-commerce space as users have expressed a “deeper connection” with the brands available on the platform, according to a study.

Paolo David, TikTok Philippines head of brand partnership, explained during a media event in Makati City on Thursday that users of the social network were being drawn to authentic and entertaining content on the platform.

In fact, a study conducted by TikTok and management advisory firm Boston Consulting Group revealed that 73 percent of users claimed they “feel deeper connections to brands on TikTok than on other sites and apps they use.”

David, as such, encouraged enterprises to bring their business to TikTok, especially because the e-commerce sector’s gross sales is estimated to reach $1 trillion by 2025 in the Asia-Pacific region.

About 55 percent of this figure will be coming from the fashion, beauty, food and beverage and electronics industries, according to the study.

But David stressed that brands must be able to engage consumers through authentic content as they tend to get “turned off” by “overly exaggerated, picture-perfect and polished advertisements.”

Citing the study, he said that 90 percent of the digital ads were being skipped regularly by the consumers.

“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. When it comes to the commerce side, two deal makers for consumers are having clear information and the ability to purchase straight away,” he explained.

At the same time, the TikTok official advised enterprises to put “entertainment at the foremost” to attract consumers.