2023 has been an eventful year for TikTok in Southeast Asia . The platform has witnessed explosive growth in the region , securing its position among the region ’ s leading e-commerce platforms - trailing closely behind Shopee , Lazada and Tokopedia . In the Philippines alone , TikTok is gaining traction as a favored commerce channel with over 43.4 million users in the country , approximately 37.3 % of the country ’ s population constituting TikTok ’ s ad audience . Anticipating the year ahead , more brands are poised to focus on their TikTok strategy and operations , driven by the increased support provided by TikTok and ongoing competition among marketplaces .
However amidst the opportunities that TikTok offers brands today , challenges persist . Brands grapple with producing the perfect combination of authentic , engaging content that converts into sales while propelling their e-commerce business . Additionally , the presence of small and scattered TikTok Shop Partners ( TSPs ) provides another challenge for brands , posing operational and coordination risks . Another significant struggle faced by brands involves crafting and delivering impactful performance marketing campaigns on TikTok as many have yet to master the platform ’ s ad formats and algorithms .
That being said , managing a thriving store on TikTok is attainable . Brands must first consider several key factors to effectively tackle these challenges and continually enhance their stores ’ performance on TikTok .
Fortifying the brand ’ s content strategy
Content is an essential factor in determining the potential success of the brand ’ s store on TikTok . Managing a store on TikTok can be very demanding , given the volume of content that needs to be produced . Generating around 120-180 hours of quality live streaming content per month with minimal scripting is a strong foundational step towards ensuring the demand for authentic , engaging , consumer centric content is met . Complementing this approach with consistently refined strategy is essential . Brands must continuously evaluate and adjust their promotional strategy to achieve better outcomes . Alongside live streaming , integrating short-form videos into the content mix , starting with 30 videos a month can help yield more visible results .
Considering TikTok ’ s early stage and its competition with more established marketplaces , brands launching their stores on the platform should capitalize on TikTok ’ s support in the form of free exposure ( an offering that may not extend beyond 2024 ). Moreover , leveraging TikTok Seller Center for valuable insights
into key trends and tapping into TikTok ’ s affiliate network to produce compelling , cost-effective campaigns remain advantageous especially as the costs fluctuate according to the creator ’ s number of followers and other criteria .
Centralizing fulfillment and delivery management by partnering with an integrated service provider
Managing multiple dispersed TSPs poses a significant challenge - the potential for misinformation and operational inconsistencies . Coordinating with multiple service providers can result in inaccurate inventory status , canceled orders , and mishandling of live stream samples , among key issues .
Identifying a partner that can act as the sole point of contact for all warehouse coordination , performance and inventory management can help brands that wish to better manage the current TSP situation on TikTok . Gaining access to well integrated order processing management systems can further reduce fulfillment and delivery issues as well as reduce the risk of loss of sales in the long run .
2024 is the year to pay critical attention to performance marketing on TikTok
Growing a store on TikTok to a decent size for an international brand requires a significant advertising investment to be able to promote livestreams , videos , products and stores effectively . While many recognize the value of a strong TikTok performance marketing strategy , gaining insights into the platform ’ s advertising format remains a struggle . Hence , identifying and investing in the support of a best-in-class performance marketing partner that goes beyond acting as an agency but more as a natural extension of a brand with a track record for cultivating solid marketplace relationships and delivering desired results for on platform marketing campaigns becomes crucial for sustained success .
In conclusion , while TikTok presents immense promise for brands in the Philippines , the key lies in identifying the right strategic resource . The path to success for brands looking at elevating their TikTok strategy lies in identifying a strategic partner that has full control over the end-to-end content creation process to ensure consistent alignment with brand guidelines , while possessing a holistic view of the brand ’ s online business allowing efficient allocation and execution of commercial and performance marketing budgets . With this approach , brands can unlock TikTok ’ s immense potential to drive organic growth .