TikTok to develop new methods to support Filipino businesses


MANILA, Philippines — TikTok vowed that more Filipino businesses would be able to utilize the social media platform as it stepped up  efforts in developing new methods to support local brands.

“As our creators and marketers level up, so must we. In the coming year, marketers can gear up for even more exciting developments from TikTok and our partners,” TikTok Regional Brand Partnership Head of Southeast Asia, David Gomez said in a statement on Tuesday

“After an amazing 2022, TikTok is expecting an increase in marketers joining in 2023, which is why TikTok is coming up with new and better ways to support brands and businesses in unleashing their highest potential,” he added.

This came after the giant social media platform registered a growth in video views across different sectors in the Philippines, “reflecting its popularity and reach that brands can capitalize on for their campaigns.”

According to a survey commissioned by TikTok, From July 2021 to 2022, News and Entertainment grew by over 70 percent, while Beauty and Fashion and Baby and Parenting grew by over 57 percent and 53 percent in video views respectively.

A separate commissioned survey also found that 91 percent of Filipinos come to TikTok to learn new things, from funny and entertaining content to the latest trends, while 73 percent came to discover new brands and products and create entertaining or even educational content around them.

In terms of shopping, another TikTok commissioned study found that 93 percent of Filipinos discovered they were inspired by, or bought a product because they saw it on TikTok. This translated to an influence on viewers who are 1.4 times more likely to consider a brand because of content they have seen, while 4 out of 5 users made a purchase because of a review or recommendation on the platform.

The same survey also found that viewers are 1.2 times more likely to share it with their friends, and 1.5 times more likely to convince them and their families to also buy it.

With these numbers, Gomez said that local brands will be able to maximize the platform’s market engagements to reach more customers and generate favorable returns.

“TikTok’s growth continues to be driven by positive sentiment from users. This has greatly increased our platform’s scale, reach, and impact. Moreover, we are continuously introducing innovations and solutions that will help more brands and local businesses to achieve more from TikTok’s success,” Gomez said.

“When brands show up as part of the TikTok community, consumers’ experiences are accelerated, and they are more likely to pursue engagement with businesses. When done right, it can catapult brands from zero awareness to being the top in a buyer’s mind,” Gomez added.

In fact, Gomez said TikTok ranked first in the Philippines for innovation among marketers, citing Kantar Media.

With this, Gomez said that marketers can then elevate their strategies through different tools within the platform that merge entertainment and Commerce like TikTok’s Creator Marketplace, TikTok Collection Ads and TikTok Shop.

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