From Entertainment to Shopping: How TikTok is Changing the Marketing Game.
In a recent episode of BFM Marketing Mojo, Roshan Kannan sat down with Crystalbelle Lau, Deputy Managing Director at VoxEureka, and Dashwini Ravi, General Manager at Vertixal, to discuss how TikTok is transforming the marketing game and what brands need to do to capitalise on this new era of digital marketing. Here’s a breakdown of the key insights from the conversation.
Credit: TikTok for Business
The Blurring Line Between Entertainment and Commerce
The TikTok Shop Attainment Model is leading the charge in combining entertainment with commerce. With the rise of short-form video content, TikTok has opened up new avenues for businesses to not only entertain but also convert consumers in ways that were once thought impossible.
Roshan Kannan started the conversation by addressing TikTok’s role in the changing landscape of digital marketing. “The line between entertainment and commerce is blurring, and TikTok is at the forefront of this shift,” he said.
This trend has only been accelerated by collaborations between e-commerce giants like Shopee and YouTube, also tapping into similar areas of the market.
For brands, this presents new opportunities to engage with their audiences in ways that were previously unthinkable. TikTok is no longer just a platform for viral dance videos; it’s a powerful tool for marketing and brand building.
Building the Right Persona on TikTok
Crystalbelle Lau shared her perspective on how brands can approach TikTok for the first time. “When working with a new brand on TikTok, the first step is always to define your audience strategy,” she explained. However, simply looking at demographics and psychographics is no longer enough.
“What you really need to understand are your audience’s subconscious drivers, their pain points, and what motivates them,” Crystalbelle continued. “It’s about defining personas that go beyond the basics and tapping into what makes your target audience tick on a deeper level.”
She gave an example: “Instead of just targeting ‘new mums,’ dive deeper. Understand their routine, their struggles, and what drives them to make purchases. Is it the convenience of a product? Or is it the peace of mind it provides? Defining these traits allows you to craft more meaningful content and messaging.”
Crystalbelle stressed the importance of focusing on two personas rather than spreading your marketing efforts too thin. TikTok is a nuanced platform, and with its dynamic nature, it’s essential to target well-defined personas to ensure your campaigns resonate.
Understanding the TikTok “Infinity Loop” Marketing Funnel
TikTok’s marketing strategy is unique in the sense that it uses what’s been dubbed the “infinity loop” funnel.
Unlike traditional marketing funnels, which are linear – moving from awareness to purchase -TikTok’s approach creates a never-ending loop.
As Dashwini Ravi explains, “TikTok has transformed the traditional funnel into a continuous loop, where post-purchase content re-engages consumers, potentially leading to more purchases in the future.”
This makes TikTok a powerful platform for brand advocacy. Dashwini elaborated: “The post-purchase phase is crucial. Once customers have made a purchase, content around that product – like reviews and user-generated content -helps keep the conversation going and builds an organic buzz.”
In this new infinity loop model, the focus is on creating content that doesn’t just drive immediate sales but continues to influence and engage audiences even after a purchase. Brands must view their content as an ongoing dialogue rather than a one-time transaction.
The Four Key Shopper Personas on TikTok
Understanding TikTok’s unique shopper personas is key to creating content that resonates. TikTok identifies four main shopper personas:
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Bargain Hunters: These consumers are looking for the best deals and value. Content aimed at this group should focus on product benefits, pricing transparency, and value propositions. The key is to show them why your product is worth their money.
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Effortless Shoppers: They prioritise convenience and a seamless shopping experience. To engage them, brands should highlight how their product makes life simpler or more convenient.
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Inspirational Shoppers: Motivated by creativity and aspirational content, these shoppers respond best to content that aligns with their personal goals and lifestyle. Brands should create lifestyle-driven content that inspires this group, showing them how the product can enhance their life or achieve their dreams.
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Purpose Shoppers: These consumers are driven by values. They are looking to make purchases that align with their personal beliefs, such as supporting eco-friendly or socially responsible brands. For this persona, content should emphasise sustainability, ethical sourcing, and social impact.
Crystalbelle emphasised the need to tailor content for each persona, ensuring that messaging aligns with their values, needs, and desires. By doing so, brands can create more targeted campaigns that speak directly to their audience’s motivations.
Striking the Balance Between Entertainment and Product Promotion
When it comes to TikTok, the key to success is authenticity. Dashwini Ravi stressed the importance of entertainment and how it has become central to TikTok’s success. “TikTok thrives on entertainment—content that is fun, relatable, and engaging. The more authentic and unpolished the content, the better it performs,” he said.
For businesses, this means allowing for a level of creativity and freedom in how they communicate their brand message. Rather than enforcing rigid scripts, Dashwini advises that brands “outline the mission and key messages”, but give creators the freedom to interpret the campaign in their own style. This creates content that is both diverse and authentic, which is crucial to gaining audience trust.
“Content on TikTok shouldn’t be overly polished or forced,” Dashwini added. “It has to feel real. And that’s why TikTokers engage, because they can relate.”
Leveraging Events Like 11.11 and 12.12 for Maximum Impact
Big shopping events like 11.11 and 12.12 offer a massive opportunity for brands to drive sales. However, as Dashwini points out, “These events shouldn’t be treated as one-off campaigns. They need to be part of a larger, ongoing marketing strategy.”
By integrating these events into your annual brand plan, you can ensure they align with other marketing efforts and are targeted at the right moments. Dashwini explained: “Planning around these key sales events lets you understand when to push certain products, ensuring that your marketing efforts are cohesive and impactful.”
Final Thoughts: Navigating the TikTok Marketing Landscape
As TikTok continues to evolve, its power as a marketing platform is undeniable. By understanding TikTok’s unique personas, embracing the infinity loop funnel, and blending entertainment with commerce, brands can create meaningful engagement that goes beyond the transaction.
However, brands need to get it right: from content creation to audience engagement, TikTok demands authenticity, creativity, and a deep understanding of the audience. For businesses looking to thrive on TikTok, it’s not just about selling products—it’s about building long-term relationships with consumers in a space that thrives on connection.
About the Contributors
Crystalbelle Lau is the Deputy Managing Director at VoxEureka, a leading PR agency that helps businesses elevate their brand and engage with consumers through integrated communication strategies.
Dashwini Ravi is the General Manager at Vertixal, a digital marketing agency that helps brands navigate the evolving digital landscape and leverage the power of platforms like TikTok.
For more insights on leveraging TikTok and other digital marketing strategies, follow VoxEureka on LinkedIn or visit our website.