Why Ecommerce Advertisers are betting on TikTok
With more of our lives now happening online, social media is no longer optional for brands. According to research from WARC, 78% of consumers are now accustomed to spending more time interacting with people and brands through virtual social channels.
But just as brands began to embrace social commerce – a term used to describe retail opportunities and solutions presented by social media– TikTok’s popularity and influence led to an entirely new way of brand discovery and purchase: the rise of what it terms ‘community commerce’. With the concept of entertaining, compelling content that happens to feature brands, community commerce is creator-driven, word-of-mouth marketing that has taken over the short-form video platform and is considered more authentic to its environment.
With TikTok now surpassing more than one billion active user worldwide, advertisers are starting to take notice. Nowhere is this more important than in Southeast Asia, which is home to the majority of TikTok users (226.8 million), offering huge potential for brands to engage audiences as they rally around creators, particular interests and trending hashtags.