FEATURE
How can brands enhance their TikTok Shop strategy to win consumer attention ?
By Pierre Faucher , Intrepid Philippines CEO Lorem ipsum Creator content on social media has been a game changer for retail brands looking to engage and attract new consumers . According to Bain &
Company ’ s 2022 SYNC Southeast Asia digital consumer report , 35 % have purchased more streaming and content creator-related products compared to 2021 .
TikTok Shop , the latest social platform to leverage the power of creator content , has been quickly gaining traction across Southeast Asia since its inception , with no signs of slowing down . In fact an increasing number of global brands continue to jump on the TikTok bandwagon , further emphasizing that the only way to stay top-of-mind of target consumers is to be where your consumers are .
However , despite more brands embracing TikTok Shop as an important aspect and must-have in their commerce strategy , the challenge remains how one can truly win with the platform . The challenge with TikTok Shop lies in the brand ’ s ability to really stand out in the battle for consumer attention , how to deliver unique , memorable content that drives conversion in a seamless shopping experience .
Choosing the right KOL partner
KOL and influencer partnerships are a key component in determining the success of a brand ’ s TikTok Shop . Selecting and partnering with a specific influencer of a certain look , reputation , and following base can either make or break a brand ’ s TikTok Shop strategy as well as the overall brand reputation . Brands must identify and select the best influencer who not only bears a PR friendly brand image , is eloquent , with a following base that matches the brand ’ s target audience but also one whose content is capable of contributing to consistent sales .
At the same time , the chosen influencer should not be entirely influenced by the brand to the extent that the authenticity of their content is compromised . 68 % marketers consider finding the right influencer match for their brand to be the biggest challenge of all , especially to access a wide database of quality influencers that will ease the search . One solution brands often opt for would be to engage an external party that can manage all influencer related matters , from selection to pre- and post production management , allowing the brand more time to focus on the strategic commerce aspects .
Striking the right balance between informative & appealing content consumers view the products and brand , and how enticed they will be to make purchases . The key is to create engaging , authentic content which attracts target consumers . Creating a variety of giveaways , fun hashtags , utilizing trending songs or sharing tutorials can drive more interest in the brand ’ s TikTok Shop .
That being said , whichever format one opts for , there must be an alignment in messaging , tone , and branding between the brand , TikTok and the influencer .
Aside from the type of content created on TikTok Shop to drive consumers , it ’ s critical not to neglect the most important content of all - the product catalog located in the shopping tab .
Having access to merchandising and store optimization insights and expertise will prove to be helpful as a framework to enhance the TikTok Shop product catalog , ensuring the TikTok Shop storefront appeals to consumers with easily recognizable product photos which are in line with the brand ’ s aesthetic and ethos .
Promote products across multiple touchpoints
Brands who wish to sell successfully via TikTok Shop require the skill set to market their products not only via short videos but also through multiple touch points to truly engage their target audience . Take advantage of the platform ’ s ads . Understand demographics and identify the combination of ads made available by TikTok Shop which can best help the brand achieve their ROI . Understand what each ad format offers and how it aligns with the brand ’ s mission .
Be it In feed videos , Branded lenses , Brand takeovers , Top View Ads , Collection Ads , Branded hashtag challenge , or Lead Gen Ads . Having the support of an experienced marketing team can help identify not only the right channels but also optimize the right mixture of platform ads to drive traffic to the shop .
These are just the fundamentals - TikTok Shop is much more complex than it looks and to differentiate one ’ s brand on this channel requires not just support but expertise in a variety of fields . For maximum effectiveness , TikTok Shop should be managed as an integral part of an omni-channel online go to market and full-funnel marketing strategy , to ensure content and messages are aligned and the shopping experience is seamless .
Working with a fully integrated solutions provider with specialist expertise spanning digital & content marketing , merchandising , store management and optimization and fulfillment allows brands to avoid silos and bring the brand experience to life consistently across all touchpoints , but with a tailored format and messaging per platform to optimize performance , all the way from engagement to sales .
The quality of a brand ’ s TikTok Shop ’ s content is critical to how