Digital platforms such as TikTok are the platforms to usher in a new era of commerce. By blending community, entertainment, and shopping, they are reshaping the path to purchase and changing how brands connect with their communities.
As a platform that celebrates everyday creativity, its impact extends beyond viral trends and entertainment value. TikTok helps create a seamless journey from product discovery to purchase and beyond.
For example, the #TikTokMadeMeBuyIt reached over 58 billion views and allowed users to share their stories of discovering and purchasing products solely based on TikTok recommendations including beauty entrepreneur Huda Kattan, fueling a thriving online community of shoppers and creators.
This describes community commerce, where a single video has the power to launch a product into the global spotlight, through word-of-mouth culture.
With an entertainment-focused approach to advertising and brand content, businesses can get closer to their customers, helping convert interest into sales. This is called shoppertainment, where content and commerce come together. According to the TikTok marketing science global retail path to purchase study conducted by Material: TikTokers are more likely to go out and buy something they discovered on the platform and be the source for product discovery compared to other platforms’ users.
The mix of entertainment-driven product discovery, authenticity and user-generated content has turned everyday people into creators with influence, and by including creators in their storytelling, brands can build deeper trust and connections with the TikTok community.
TikTok is changing the game from a one-to-many model to a many-to-many model, offering brands a unique opportunity to enable creativity at scale for billions around the globe. This is the new creative renaissance being presented by the platform, allowing brands to build the entertaining content they need to thrive.
The platform has designed its suite of ad tools and features to make it the destination for brand discovery and inspiration. From TikTok creative exchange, which connects brands with an ecosystem of creative partners, to TikTok creator marketplace, where collaborations between brands and creators are facilitated easily.
Shant Oknayan, TikTok’s Head of Global Business Solutions, said: “We’ve built an ecosystem of creative support designed to make it easier for brands to create a variety of content they need to thrive on our platform. We call this our 3R framework: Recut, Remix, Reimagine, where creators’ creativity and tech collide.”
Using this formula, brands can recut their existing creative assets with our smart technologies and remix them to be more TikTok.”
For example, Ounass the brand wanted to attract attention and drive action within the Saudi fashion luxury community during a highly saturated period, Ramadan.
As consumers continue to evolve, it is imperative for brands to adapt and explore innovative avenues to captivate their attention. By embracing digital platforms like TikTok, brands can reimagine marketing paradigms, celebrate everyday creativity, and explore endless ways to connect, and drive meaningful engagement.