The year-end promotion season is coming! TikTok for Business marketing product power stimulates the growth of overseas e-commerce business

As online shopping becomes the norm for global consumption, the global e-commerce industry has been steadily rising. The 2022 E-commerce Overseas Marketing White Paper recently released by TikTok for Business and Deloitte China points out that the global e-commerce market is expected to maintain an annual growth rate of 12% in the next five years, and the penetration rate will steadily increase. This brings more opportunities to overseas e-commerce companies. Under the long-term positive market trend, overseas nodes also contain unlimited business opportunities. For example, the upcoming Black Friday, Christmas and other year-end promotion nodes are marketing opportunities that overseas e-commerce companies must not miss.

In order to help overseas e-commerce companies better participate in every link of TikTok users' "infinite loop" shopping experience, TikTok for Business integrates the current best advertising solutions and innovative product capabilities, and helps overseas e-commerce companies maximize their business value through a one-stop e-commerce marketing solution Shopping Ads.

Shopping Ads is an innovative and upgraded product that provides a smarter one-stop e-commerce marketing solution

The TikTok community has reshaped the way good things are discovered and purchased, replacing the traditional marketing funnel with an infinite loop shopping journey. In order to help e-commerce advertisers build a more efficient full-link gameplay, Shopping Ads provides a smarter, simpler, and higher-quality one-stop advertising and marketing solution. Related products are being gradually opened to global advertisers for testing, which can help brands reach users with product information anytime and anywhere during the user's shopping journey, stimulate demand and promote sales.

Shopping Ads introduces a new "product sales" goal in the TikTok ad management platform, which can more easily convert user demand into actual sales, helping overseas brands complete the entire e-commerce marketing planning and shopping path on the same platform.

Shopping Ads includes three highly interactive advertising modes: Video Shopping Ads, Catalog Listing Ads and LIVE Shopping Ads, which can maximize the potential of merchants' product libraries and expand the scope of advertising beyond TikTok's For You page.

Video Shopping Ads

Video Shopping Ads are displayed on the For You page, combining creative videos and product cards to form different combinations and push them in turn. They also use smarter directional design to push products more accurately to users who may be interested. After clicking on the ad, users can make a purchase in a store that has opened the TikTok Shop market, or jump to the brand advertiser's website or App landing page to learn more about the product.

Video Shopping Ads are suitable for the promotion of a small number of hot products, niche categories, and a brand’s entire product range. They allow users to learn about products and brands through a short video, which is more vivid and impressive than traditional graphic and text introductions.

Catalog Listing Ads

Catalog Listing Ads is a new form of advertising. Advertisers do not need to create video content, but directly extract product images from the product catalog. More eye-catching images will help catalog listing ads win more clicks.

Catalog Listing Ads displays detailed information about products in the catalog on new pages such as "Recommended Products" and "Related Products" outside the For You page on TikTok, recommends products based on user interests, and bids can be raised to obtain more advanced product display positions, thereby increasing sales and sales through large-scale exposure. This type of advertising is product-centric and more suitable for brands with brand awareness.

LIVE Shopping Ads

LIVE Shopping Ads are designed to attract traffic to live broadcast rooms through the For You page and to increase live broadcast interactions for merchants who have opened TikTok Shop and US Storefront. LIVE Shopping Ads can not only increase traffic to live broadcast activities, but also display products in the live broadcast room to more users who may be interested, thereby promoting conversion effects. Intelligent recommendations make this type of advertising popular with sellers and buyers, and live shopping ads will gradually become one of the mainstream advertisements for social shopping.

TikTok for Business plans to promote brand-effective marketing and stimulate overseas growth with product strength

Shopping Ads can provide a better experience for both advertisers and users . For advertisers, Shopping Ads first unifies advertising goals, simplifies the purchase path, and can greatly improve conversion efficiency; secondly, through a more dynamic and intelligent creative generation and product recommendation system, it maximizes the advantages of the product library, helps brands connect with TikTok users, discover more high-willing consumer groups, and achieve e-commerce marketing goals; at the same time, intelligent user targeting and landing page jump paths are more in line with user interests, can obtain more signal data, and help optimize advertising performance.

For TikTok users, Shopping Ads is also an upgrade of the advertising experience. Users can experience more native advertising content, a more customized product discovery journey, and a more convenient product purchase transaction path. This can further enhance the user's shopping experience on TikTok and promote consumption intention, purchase and repurchase behavior.

For example, the beauty brand Wonderskin promoted a "non-fading" lipstick through Video Shopping Ads (for Catalog), effectively attracting potential customers to its online store with makeup tutorial-style video ads. In addition, the product cards and dynamic landing pages of Video Shopping Ads were used to display the product directly in the information flow ads. When users click the button, they can jump to the product list page automatically generated by the system through the dynamic landing page function to browse a wide range of products. Each product list page is generated by the system based on the user's interests.

This time , Wonderskin’s advertising campaign not only effectively promoted the hot-selling lipstick product, but also achieved a marketing effect of increasing ROAS (return on advertising expenditure) by 46%, increasing the transaction rate by 21%, and reducing the cost per transaction by 33%.

American Eagle, an American clothing retailer, uses the Dynamic Format feature of Video Shopping Ads (for Catalog) to recommend different types of video creatives to users based on their purchasing intentions. At the same time, American Eagle also completed the early docking through the API, selected various products from its website catalog, and used dynamic landing pages to automatically create product list pages that are more in line with user interests based on user purchasing intentions to promote product sales.

American Eagle used Shopping Ads to increase sales and performance of its summer series, achieving a marketing effect of 40% increase in ROAS VS price control, 32% increase in cost per conversion VS price control efficiency, and 17% increase in cost per conversion VS account average efficiency.

No matter where consumers are in their purchase path, Shopping Ads can attract consumers who are likely to be interested through fully automated functions and smarter, more advanced technology. Shopping Ads advertising products are gradually being opened up for testing in the global market. TikTok for Business uses its marketing product power to work with e-commerce brands to create new growth in overseas business.

Of course, TikTok for Business marketing products are not limited to Shopping Ads, but also include content ads Branded Mission, high-exposure products TopView (open screen ads) and In-Feed Ads (information flow ads), brand challenges, etc. Overseas companies need to combine industry characteristics and stage marketing goals, comprehensively select marketing products, and use the product power of TikTok for Business to make targeted efforts in each link of the user's shopping path, comprehensively layout the full-link marketing of product, efficiency, and sales, and maximize business value.

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