As the holiday season approaches, leading short-form video platform TikTok amplifies joy by connecting users, creators, sellers, and brands with one another via Shoppertainment, a content-driven commerce that attracts consumers with content to drive up sales.
In a statement, TikTok’s Vertical Head for F&B Philippines Life Dawn Cervero said that Shoppertainment has become a game changer for shaping the holiday spending habits of many Filipinos.
“There is a fundamental shift in consumer-brand interactions, and consumers now seek engaging, exciting, educational, and entertaining experiences with brands,” Cervero added.
Such a change is observed in a commissioned study conducted by Toluna.
The study revealed that 94 percent of Filipinos plan to spend more time on TikTok this year, with 70 percent looking for Christmas inspiration, 63 percent seeking to see Christmas celebrated worldwide, and 56 percent wanting to stay connected with people.
The study also found that 97 percent of online users turned into active shoppers after watching captivating ads on TikTok during the Mega Sales season.
“From discovery to purchase, the platform triggers desirability and action, and this peaks in December, where as much as 70% of Filipino TikTok users made an online purchase last year,” Cervero said.
Top product categories
The same study also offered promising insights into the changing behavior of Filipinos when buying beauty & fashion, electronics, and food & beverage products.
The TikTok study revealed that 88 percent of consumers go to the platform to look for fashion inspiration, while 66 percent purchase fashion-related products.
Meanwhile, three out of five TikTok users are planning to buy electronic products this holiday season, while 52 percent turn to the platform for Christmas recipes.
Furthermore, 82 percent of users say they went on to try a recipe or a hack they saw on the platform during this festive season, turning to #tiktokfood, which has generated over 140 billion views.
Brands have also benefited from the Shoppertainment feature. Oxecure Philippines, for instance, reported a notable 7.73x return on ad spend (ROAS) after utilizing a Gross Merchandise Value (GMV) Optimisation on Video Shopping Ads on TikTok.
As a leading short video platform, TikTok has more than 325 million visits, with 15 million businesses using the platform across Southeast Asia alone.
