With the mega sales season fast approaching in the Philippines, TikTok, the leading destination for short-form mobile videos, predicts that customers’ need for shopping with brands that entertain them (a phenomenon termed as Shoppertainment) will dominate buying patterns in 2021. In a round-up of key insights that will impact purchases during the mega sales moments, TikTok also highlights short videos as a crucial driver for discovery and conversation for its customers. In the Philippines, mega sales represent an essential shopping season for all businesses, with key moments including 9.9, 10.10, 11.11, and 12.12, along with the festive year-end shopping. Armed with these carefully curated insights from TikTok and industry-leading research partners, brands can begin planning their sales and marketing strategies to whet consumers’ shopping appetites and ride on the buzz these next few months.
Short-form videos accelerate the path to purchase
With the rise of short video platforms such as TikTok, quick, snappy videos are becoming the most outstanding media to influence shopper trust and behavior. A Nielsen Global Authenticity Study commissioned by TikTok shows that 83 percent of users prefer to see video ads from brands over gifs or text posts. Thanks to rapid digitalization and growing adoption by shoppers, short videos are becoming the format of choice for brands to generate more traction with customers.
Consumers are ready to discover new brands and make unplanned purchases
There has been a change in the way people shop, with many preferring to purchase online to enjoy the convenience and variety of products they can buy from the comfort of their homes. Smaller or newer brands should double down on their marketing efforts during the mega sales as shoppers are more willing to discover and try new brands during this time. Based on TikTok’s 2021 survey conducted among over 1,800 Southeast Asian users in March 2021, 82 percent reported purchasing a new brand instead of a regular brand during mega sales.
More tellingly, 55 percent made unexpected purchases, even when they had prepared a shopping list. TikTok data also shows that during this time, consumers shop more across all categories. These trends show why mega sales serve as a good opportunity for brands to reach new audiences and be discovered, especially since TikTok’s commissioned study also showed that 67% of users felt happy or excited about the mega sales shopping season.
Shoppertainment: Consumer expectations fuelling the need for uplifting content while shopping
Besides the accelerated shift to e-commerce, there has also been the rise of Shoppertainment. With the movement restrictions and deferred plans caused by Covid-19, many have turned to shopping for entertainment for that feel-good factor. This phenomenon was highlighted in TikTok’s survey, where one in three users stated that they want to make purchases and feel good about themselves.
TikTok – The Platform for Joy
TikTok helps create a fun, creative, and entertaining mega sales experience that fosters user connection with brands. With a wide range of marketing features such as Branded Effects, Hashtag Challenges, and Livestreams, brands in the Philippines can continue connecting and delighting customers through short-form videos and inspiring purchases. As per the Marketing Science Global Authenticity Study, SEA, conducted by Nielsen April 2021 for TikTok, 91 percent of users find the content on TikTok to be unique or different from that of competitors.
Furthermore, TikTok has quickly become consumers’ go-to discovery tool. The platform’s content has helped users uncover new brands and products and shop spontaneously, even if they did not plan to. Half of TikTok users admitted discovering new products or brands while on the app, and 89 percent made an unplanned and impulsive purchase after viewing a TikTok video – the highest among all social platforms. Additionally, the viral #TikTokMadeMeBuyIt trend, where users showcase items they bought after seeing a video on the platform, has amassed an impressive 3.6 billion views, thus highlighting the app’s potential for enabling discovery.
“As a self-confessed shopaholic, Mega Sales is one of my favourite seasons of the year. In SEA, many people look forward to Mega Sales — a joyful season to get good deals and have fun”, said Ng Chew Wee, Head of Business Marketing, TikTok Southeast Asia. “This year, we are seeing a rise of Shoppertainment — a convergence of content and commerce — where shoppers expect not just to be sold to, but to be entertained as well. Instead of people searching for products, products are now searching for people. We hope these insights can help businesses own their Mega Sale moment and engage with TikTok’s community of happy users. Happy users, happy buyers!”
TikTok’s growing community, the increase in time spent on the platform during mega sales, and the heightened interest of users in receiving creative e-commerce content make the platform a valued intersection for brands to meet their consumers. The platform offers brands the opportunity to co-create and own their mega sales moment with their audiences to further boost the growth of community commerce. TikTok delivers joy because its engaged community co-creates with brands, weaves entertaining stories, and even sparks global trends in shopping. Happy users make happy buyers, which in turn can lead to impulse and spontaneous purchases. For consumers, Shoppertainment is immersive, joyful and informative. For brands, Shoppertainment offers opportunities for brand building, consumer engagement and accelerated sales.