Consumer needs are shifting towards emotional ones
Unmet consumer expectations are inhibiting the path to purchase
46%
63%
at least 3-4 times
34%
branded content
Source: Future of Commerce research by Boston Consulting Group,commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022
What consumers want:
Tell stories and educate
Build content with genuine storytelling and educational value.
Focus on video first
Embrace a video-first approach defined by short content that maintains attention.
Don't force decision-making
Ensure content is associated with interests and hobbies that align with your consumer, and don’t seek to force decision making.
Be authentic
Create an authentic brand sentiment, with credible reviews and open and engaging community conversations, and lead with authentic videos that inspire within a community.
Recommend the trends
Include the voices of credible and trusted community experts, and facilitate extended conversations between friends and users. Build this into a strong and trusted culture and following.
By 2025, Shoppertainment is APAC's US$1 trillion opportunity
and these growth markets have 60%+ CAGR.
Indonesia
$27B, 30% penetration
Japan & Korea
$22B & $22B respectively
Thailand & Vietnam
37% & 34% respectively
Australia
59% CAGR growth