ONLINE SHOPPING. A survey focused on knowing new commerce opportunities showed that consumers have started to shun polished advertisements and are now buying products based on videos that they can really relate to. Thus, TikTok has started its Shoppertainment business to allow brands to introduce their products on a fun and authentic video instead of forcing their products on consumers through picture-perfect advertisements. (PNA file photo)
MANILA – Marketing strategy using entertaining videos that touch consumers’ emotions and speak to them instead of just pushing the products using polished advertisement is seen to bring Shoppertainment opportunity in the Asia Pacific to hit USD1 trillion by 2025.
Citing results of the “Future of Commerce” survey conducted by short-form mobile video platform TikTok and the management consultancy services company Boston Consulting Group, Tiktok Philippines Brand Partnership head Paolo David said the retail industry is highly saturated and competitive as brands compete for consumers’ attention.
However, consumers have lost interest on brands that have overly exaggerated, picture-perfect, and polished advertisements.
David said “consumers now consider and seek elements of the fund and emotional connection with brands.”
Thus, TikTok has started its own online shopping platform called Shoppertainment.
David explained that this business still prioritizes entertainment-first approach, which TikTok is known for.
“Content that is authentic, credible, aligns with shoppers’ interests and passion, and does not force decision-making, establishes and reinforces the trust and relationship with consumers,” he said.
Citing results of the study, David said around 73 percent of TikTok users say they feel deeper connections to brands on TikTok compared to other online selling platforms.
Also, around 87 percent of the respondents said their recent purchases were influenced by the videos they saw on TikTok.
David said they do not have specifics on the numbers of Tiktok users in the Philippines alone but noted that this is significant, thus, a huge opportunity for brands to promote their products on the platform.
He said most of their users are between the age of 18 to 25, an opportunity for a great number of brands. (PNA)
