“TikTok has become a platform where entertainment allows users to discover new products and services. Brands see TikTok as a space to promote and launch their new products, which are well received by the public,” said Efraín. Disarm, director of global business solutions at TikTok Mexico.

In this context, the company decided to present Shopping Ads, an evolution for the platform oriented towards e-commerce, because with it it is sought that brands have the possibility to promote their e-commerce campaigns on the platform through simplified shopping tools in TikTok Ads. Manager.

“The launch of Shopping Adds is in line with our growth strategy to drive e-commerce on TikTok. We decided to take this step because we wanted to capitalize on what was happening on the platform that made TikTok a promising place for brands and consumers to be promoted and advertisers to increase sales. products,” explains Annette Sánchez, TikTok Mexico’s Head of Business Marketing.

The executive also highlighted that the platform seeks to capitalize on a new kind of shopping culture, namely community commerce, i.e. the intersection of commerce, entertainment and community, where a piece of content can quickly go viral and create worldwide demand. level of a product.

According to data from a TikTok study conducted in collaboration with consulting firm Material, 44% of people who use the platform every day want brand content to be more entertaining.

However, Sánchez points out that this tool is enabled for companies and brands that are part of TikTok for Business.

How can this tool be used?

Through this type of tool, it seeks to connect with brands and the platform will implement three formats during its testing phase in Mexico. One of them is Video shopping ads, which allow brands to highlight one or more products with video ads in the feed, to expand product discovery reach and increase purchase intent.