Apart from providing entertainment to the
app’s users, TikTok has also worked to enhance shopping and advertising experience
on its platform. The company has initiated a new approach, that it calls ‘shoppertainment;’
a combination of entertainment and shopping. After surveying people about their
online shopping experience, TikTok found out that the reduced impact of advertisement
influences consumers’ shopping experience, and is therefore sharing key insights
for advertisers to consider while creating ads in alignment with consumers’
needs.
TikTok begins its advertising lesson by highlighting two main needs of consumers: functional and emotional. By addressing both, brands can maximize their presence on the app, suggests TikTok. Following these needs are more specific things that consumers look for from a brand, which include storytelling and education, short content that maintains attention, unforced decision making, authenticity, and recommendations on trends.
In addition to that, TikTok also calls attention to factors
to consider for market potential. For instance, Meta is particularly promoting
its products in Indonesia, as the region is currently found to possess the highest
value of growth within APAC.
Brands can refer to TikTok’s latest Shoppertainment overview
to acquire more advertising and marketing insights.
