“TikTok has become a platform where entertainment allows users to discover new products and services. Brands see TikTok as a space to promote and launch their new products, which are well received by the community,” says Efrain. Mendicuti, Director of Global Business Solutions at TikTok Mexico.
In this context, the company has decided to introduce Shopping ads, an evolution of the e-commerce-oriented platform, whereby it is required that brands have the ability to promote their e-commerce campaigns on the platform through a streamlined shopping tool in the TikTok Ad Manager.
“The launch of shopping extensions is in line with our growth strategy to drive ecommerce within TikTok. We decided to take this step because we want to take advantage of what’s happening on the platform that makes TikTok a promising place to use for brands and consumers.” Advertisers promote and increase sales of their products,” explains Annette Sanchez, Head of Business Marketing at TikTok Mexico.
The CEO also highlights that the platform seeks to capitalize on a new type of shopping culture, which is community commerce, that is, the intersection of commerce, entertainment and society, where a piece of content can quickly spread and create demand across the world at the product level.
According to data from a TikTok study conducted in collaboration with the consulting material company, 44% of people who use the platform daily want brand content to be more entertaining.
However, Sanchez notes that the tool is enabled for companies and brands that are part of TikTok for Business.
How can this tool be used?
Through these types of tools, it seeks to connect with brands and the platform will implement three formats during the testing phase in Mexico. One of them is video shopping ads, which allow brands to highlight one or more products with video ads in the feed, in order to expand product discovery and increase buying intent.
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