TikTok predicts Shoppertainment will dominate buy developments – Manila Bulletin

As the mega sales season in the Philippines approaches, Tick ​​tock, the leading destination for mobile short videos, predicts that shoppers’ need to shop with brands they entertain (a phenomenon known as shoppertainment) will dominate buying behavior in 2021, with the mega-sales moments highlighting TikTok short videos as a crucial driver of discovery and conversation for his customers. In the Philippines, mega-sales represent an important shopping season for all businesses, with key moments like 9/9, 10/10, 11/11. and 12.12. as well as the festive shopping at the end of the year. Armed with these carefully curated insights from TikTok and industry-leading research partners, brands can begin planning their sales and marketing strategies over the next few months to fuel consumer appetite and capitalize on the excitement over the next few months.

Short videos speed up the buying process

With the advent of short video platforms like TikTok, fast, crisp videos are becoming the most standout medium for influencing buyer confidence and behavior. A global authenticity study by Nielsen commissioned by TikTok shows that 83 percent of users prefer to see branded video ads rather than gifs or text. Thanks to rapid digitization and increasing acceptance by buyers, short videos are becoming the preferred format for brands to attract more customers.

Consumers are ready to discover new brands and make unplanned purchases

The way people shop has changed as many prefer to shop online to enjoy the convenience and variety of products that they can buy from the comfort of their homes. Smaller or newer brands should double their marketing efforts during the mega-sales, as buyers are more willing to discover and try out new brands during this time. According to the TikTok 2021 survey, conducted in March 2021 of over 1,800 Southeast Asian users, 82 percent said they bought a new brand instead of a regular brand during mega-sales.

More notably, 55 percent made unexpected purchases even after making a shopping list. TikTok data also shows consumers shop more across all categories during this time. These trends show why mega-sales are a great opportunity for brands to reach new audiences and be discovered, especially since the study commissioned by TikTok also showed that 67% of users were interested in mega-sales shopping. Happy or excited for the season.

Shoppertainment: Consumer expectations fuel the need for uplifting content when shopping

In addition to the accelerated conversion to e-commerce, shop entertainment has also found its way. With the restrictions on movement and postponed plans caused by Covid-19, many have turned to shopping for that feel good factor. This phenomenon was highlighted in the TikTok survey, in which one in three users said they want to shop and feel good.


TikTok Mega Sale

TikTok – The platform for joy

TikTok helps create a fun, creative, and enjoyable mega-sales experience that encourages users to connect with brands. With a wide range of marketing features like branded effects, hashtag challenges, and live streams, brands in the Philippines can continue to connect and delight customers through short videos and inspirational purchases. According to the Marketing Science Global Authenticity Study, SEA, which Nielsen carried out for TikTok in April 2021, 91 percent of users perceive the content on TikTok as unique or different from that of the competition.

In addition, TikTok has quickly become a popular consumer discovery tool. The content of the platform helped users discover new brands and products and shop spontaneously, even if they hadn’t planned to. Half of TikTok users admitted to discovering new products or brands on the app, and 89 percent made an unplanned and impulsive purchase after watching a TikTok video – the highest of any social platform. Additionally, the #TikTokMadeMeBuyIt viral trend, where users showcase items they bought after watching a video on the platform, has garnered an impressive 3.6 billion views, underscoring the app’s potential for discovery.


TikTok Mega Sale 2

“As a self-confessed shopaholic, Mega Sales is one of my favorite times of the year. In SEA, a lot of people are looking forward to Mega Sales – a joyful season to get good deals and have fun, ”said Ng Chew Wee, Head of Business Marketing, TikTok Southeast Asia. “This year we’re seeing a surge in shopping entertainment – a convergence of content and commerce – where buyers not only expect to be sold but also to be entertained. Instead of looking for products, products are now looking for people. We hope these insights can help companies take advantage of their mega sale moment and connect with the TikTok community of satisfied users. Satisfied users, satisfied buyers! “


TikTok Mega Sale 3

The growing community of TikTok, the longer time spent on the platform during mega-sales and the increased interest of users in creative e-commerce content make the platform a valued interface for brands to meet their consumers. The platform offers brands the opportunity to co-create and own their mega-sales moment with their audience to further fuel the growth of community commerce. TikTok is fun because its dedicated community partners with brands, weaves entertaining stories and even sets off global shopping trends. Satisfied users make happy buyers, which in turn can lead to impulse and spontaneous purchases. For consumers, shopping entertainment is immersive, fun and informative. For brands, Shoppertainment offers options for brand building, customer loyalty and accelerated sales.

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