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Key Takeaways from the TikTok 'For You' Summit: What do marketers need to know?

May 5, 2022
Lina Hagström

TikTok’s #ForYou Summit: SEA took place on April 19th and brought together marketers for inspiration and the latest TikTok trends and opportunities. The summit discussions focused largely on content creation and ‘Shoppertainment’ - the concept of bringing e-commerce and entertainment together for consumers, which, in turn, drives engagement and online interactions.

With TikTok growing at an unprecedented rate amid reports that TikTok and its Chinese sister app Douyin will account for over 5% of global digital ad spend, it’s time for marketers to consider TikTok in their advertising mix. We’ve gathered some key takeaways from the summit, and added our best tips for brands and advertisers to thrive in this competitive landscape.

TikTok is 1.7x more likely to be the source for product discovery

TikTok is a great opportunity for brands when it comes to e-commerce sales. With more people using TikTok to discover new products, and the rise of the trend  #TikTokMadeMeBuyIt - marketers should advertise on TikTok not only to drive brand awareness, but also sales as TikTok users are more likely to purchase something they discover on the app immediately.

61% of the users like it better when brands participate in a TikTok trend

It's increasingly important for brands and advertisers to be relatable to their customers. When advertising on TikTok, creating a genuine connection and interacting with consumers is critical. When brands are authentic on TikTok, they are not just perceived as advertisers, but seen as members of the TikTok community who understand what’s happening around them. TikTok is also a creative platform so the more creative brands get with their advertising, the more fun and visibility it creates among users and consumers.

43% of the users try something or go somewhere new after seeing it on TikTok

TikTok has a growing impact on culture and people feel closer to brands they see on TikTok. Brands can leverage TikTok’s strong influence on consumers and make their audience feel more connected to them.

Here’s how to get started on TikTok:

1. Connect your product catalog with your TikTok Business account

By doing this, you’ll reach new customers, showcase your products, and convert to online purchases. It's important to show your users relevant content, especially about the products they’ve already shown purchase intent for. Product catalogs allow you to advertise your products to users that are the most relevant.

2. Create different variations of your videos and test between different tones

There are different types of videos and content you can create, hence it's valuable to test (a few times) to truly understand which of these resonate best with your audience. Align with your brand identity, be authentic and consumers will relate better to your brand.

3. Put entertainment at the forefront of your creative strategy

TikTok is a creative and collaborative platform, and we’ve seen many people turning to TikTok for entertainment. So get creative and think of your customers first! If you can entertain the audience, consumers will seek out to your content and feel a deeper connection connection to your brand.

Want to learn how to get started smartly on TikTok? Find out more here.


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