Tag: TikTok

Singapore – Klook is advancing its social commerce strategy by introducing a new booking feature on TikTok and investing in Kreator Labs workshops to empower Gen Z and millennial travellers.

Klook’s new partnership with TikTok enables users in seven Southeast Asian markets and Japan to discover and book travel attractions directly within the app, streamlining the process from inspiration to booking.

This new booking feature underscores Klook’s dedication to leveraging social media through its expanding Kreator influencer program. 

Klook is also investing in Kreator Labs workshops and partnerships to boost authentic user-generated content and expand the Klook Kreator program. Following notable growth in markets such as Taiwan, Australia, and the US, the program will now incorporate platforms like YouTube, allowing it to explore a broader range of formats to meet the increasing demand for genuine UGC.

With over 20,000 Kreators across 16 global markets, Klook will further invest in empowering these creators by enhancing their content creation journey. This includes supporting Kreator Labs workshops, facilitating discussions, and partnering with merchants to offer firsthand experience of activities.

Additionally, Klook will host a major gathering of travel content creators in September, bringing together over 130 global Kreators. 

Klook aims to leverage these advancements in social commerce to create new opportunities for its extensive network of merchants to connect with and engage the next generation of travellers.

Marcus Yong, vice president of global marketing at Klook, said, “Social media has become the go-to channel for travellers seeking inspiration on destinations and things to do. Klook is now able to bridge these travellers directly to the activities they discover on their feeds, enhancing our social-first approach in meeting the needs of the next generation of travellers.” 

Manila, Philippines – TikTok Shop and cosmetics brand L’Oréal are joining forces to advance the ‘Digital Beauty Academy,’ an initiative designed to empower aspiring beauty entrepreneurs across the Philippines. This collaboration integrates L’Oréal’s extensive beauty education with TikTok Shop’s dynamic social commerce platform, creating new opportunities for participants.

Now in its second year, the program builds on the successes of its inaugural run in Quezon City, with this year’s expansion to Makati City. 

Running from August to December, the ‘Digital Beauty Academy’ will conduct six sessions focused on content creation, social commerce strategies, and the effective use of TikTok Shop to market and sell beauty products.

The ‘Digital Beauty Academy’ provides comprehensive beauty training and social commerce education, equipping participants with essential skills in beauty, grooming, and personal care while integrating effective strategies for leveraging TikTok and TikTok Shop for business growth. 

Said initiative is designed to empower women from diverse backgrounds, enhancing their socio-economic status and creating opportunities for growth and success within the beauty industry.

Included in the curriculum is an introduction to TikTok and TikTok Shop, livestreaming essentials, and best practices in content creation. Participants will also have the opportunity to engage with TikTok creators and industry experts, gaining valuable insights and practical skills to enhance their entrepreneurial endeavours.

Yannick Raynaud, managing director at L’Oréal Philippines, said, “L’Oréal together with TikTok Shop Philippines recognises the transformative power of beauty in driving positive societal transformations. The expansion of L’Oréal Digital Beauty Academy in Makati and Quezon City, amongst the bustling cities in the Philippines, signifies a significant step towards a more inclusive future. By the end of the year, over 1800 Makati residents are set to gain access to fundamental beauty and digital commerce tools, aving the way for enhanced economic opportunities through beauty among Filipinos.”

Meanwhile, Paolo David, country head for brand growth and partnerships at TikTok, commented, “We are thrilled to partner with L’Oréal to bring the Digital Beauty Academy to life. This initiative perfectly aligns with TikTok’s mission to democratise access to digital platforms and provide opportunities for growth and empowerment. Through this program, we aim to equip participants with the skills and tools they need to thrive in the digital economy, while also supporting local communities and fostering inclusive growth.”

Petaling Jaya, Malaysia – The Malaysia External Trade Development Corporation (Matrade) has teamed up with TikTok Shop to expand cross-border business prospects through the #ThisisMY campaign. Tengku Datuk Seri Zafrul Abdul Aziz, the Minister of Investment, Trade, and Industry, launched this program. 

According to Tengku Zafrul, the unveiling of the initiative will allow Malaysian distributors, entrepreneurs, and companies to grow into Singapore. As part of the 12th Malaysia Plan, Matrade’s Cross Border e-Commerce Development Programme (eBizLink) includes a partnership with TikTok Shop. 

The #ThisisMY campaign will ramp up on August 8 in celebration of Asean Online Sales Day, an annual event that encourages e-commerce activities inside Asean.

Domestic brands from Malaysia are drawn to the program to be featured in Singapore, such as Julie’s Confectionary & Biscuit, Power Root’s Alicafe Coffee, and Oriental’s Super Ring Cheese Snack. 

Zafrul said, “#ThisisMY will feature a series of exciting activities including knowledge sharing sessions and training on cross border e-Commerce, with at least 30 Malaysian companies assisted to generate RM15 million in sales.” 

Meanwhile, Datuk Seri Reezal Merican Naina Merican, Matrade chairman, expressed, “We are excited to partner with TikTok Shop, being one of the largest social commerce platforms worldwide to effectively assist more homegrown Malaysian businesses, ushering them towards a greater height of success in the global scene.” 

Furthermore, Anuar Fariz Fadzil, TikTok Shop public policy for Malaysia head, stated, “We are committed to nurturing the growth of local businesses in Malaysia. Through this partnership, we aim to enable their expansion and empower them to achieve new heights by unleashing their full potential on the platform.”

Manila, Philippines – Huskee Digital, a local creator commerce marketing agency specialising in transforming stories into sales on TikTok and other platforms, has launched ‘TRENDS’, its official training arm designed to empower brands to harness TikTok’s full potential for business growth.

Drawing on years of expertise and a commitment to innovation, Huskee Digital’s ‘TRENDS’ equips brands with crucial technical guidance, cutting-edge content creation strategies, and valuable consumer insights. The program features intensive workshops tailored to elevate marketing strategies and propel business success on TikTok.

‘TRENDS’ addresses the need for businesses to adapt to evolving social media trends, including social commerce, short-form video, and affiliate marketing. It will offer two key programs: ‘Become TikTok-Ready’ and ‘Launch Your Brand On TikTok Shop’.

‘Become TikTok-Ready’ provides an assessment of the business’ marketing funnel and equips them with skills to unlock the “media-first” potential of TikTok. Meanwhile, “Launch Your Brand on TikTok Shop” provides a clear understanding of the power of social commerce. From comprehensive guidance on setting up your TikTok shop to implementing strategies that boost sales and drive significant growth on the platform,.

The programs are designed to empower businesses to win on TikTok. This includes SMEs, established corporations, and brands across the B2B and B2C sectors.

As a TikTok agency partner, Huskee Digital collaborates with TikTok’s regional office to launch and optimise high-performing marketing campaigns. The agency will utilise their insights from managing successful case studies as the foundation for their training, allowing brands to implement effective TikTok marketing campaigns and drive measurable results after finishing the courses.

Huskee Digital sees ‘TRENDS’ as a key driver of business growth on TikTok, from boosting store traffic and launching successful TikTok Shops to improving employer branding. With TikTok being the second-largest social media platform in the Philippines, Huskee Digital predicts TikTok Shop will lead the country’s marketplace in the next three to four years.

‘TRENDS’’ launch comes amid increasing recognition of TikTok as a platform for driving business growth and how it revolutionised content creation for brands. 

The training program launches on June 20 and will be available on the Huskee Digital website. Businesses can enrol in workshops or customise training plans. The first program, ‘Become TikTok-Ready,’ offers a select group of business owners and marketers an exclusive preview of intensive TikTok mastery training.

Speaking on the launch, Miggy Azurin, managing partner of Huskee Digital, said, “We are thrilled to launch ‘TRENDS’ and share our marketing insights on a larger scale. Our work on TikTok over the last few years has been significant for our clients, and our goal is to help more brands become media powerhouses on TikTok.”

Singapore – TikTok has announced new business solutions to help companies chart new territory on TikTok, including a new suite of creative AI tools, performance and measurement solutions, and advancements to high impact branding placements. TikTok has offered companies the ability to be innovative in culture and connect with fully engaged and sound-on audiences.

Through these new solutions, audiences can get the chance to collaborate, learn, and listen to some of the innovative marketers in the business. With the goal of providing the best experience possible to brands, creators, and the whole TikTok community, they are eager to start the next phase of their journey and keep innovating their advertising products. 

Moreover, TikTok will establish the ‘’TikTok Media Buying Certification’ program to assist companies in finding the perfect partner to power their TikTok campaigns. This global accreditation enables digital marketers to demonstrate and validate their expertise in TikTok advertising, as well as strengthen the network of trusted TikTok partners for advertisers.

The social media platform notes that attention is drawn to and encourages interaction with TikTok-first content that speaks to the community. According to research, making TikTok-first advertisements increases brand favorability by 38% and buy intent by 37%. Furthermore, brands that exhibit a thorough understanding of how to produce content, especially for the platform, are preferred by 79% of TikTok users. 

Visitors to TikTok also frequently take tangible action after learning about new subjects, goods, and trends. For instance, 59% of users use TikTok to choose what game to play next, 61% of users have made purchases on the platform either directly or after seeing an advertisement, and 52% of users have done research on vehicles after viewing content on TikTok. 

With TikTok’s vibrant worldwide community, marketers have a chance to provide their viewers with engaging and enjoyable experiences. The platform also enables marketers to interact with their communities and completely utilise this entertainment potential. 

TikTok is constantly working to give partners simple solutions for mutual success and growth. TikTok, which has 7 million businesses relying on it to grow and engage with communities, looks forward to continuing to support businesses of all sizes in generating impactful entertainment. 

Speaking about the launch, Sofia Hernandez, global head of business marketing at TikTok, said, “TikTok is entertainment that drives impact. With an audience of over 1 billion users, TikTok offers brands an opportunity to be innovative storytellers and connect with their communities in unique and creative ways. We are thrilled to welcome advertisers to our 4th annual TikTok World to showcase our commitment to building innovative, industry-leading solutions that allow them to participate in the magic of TikTok.”

Singapore – Global music label Universal Music Group (UMG) and social media platform TikTok had recently announced a new licensing agreement, which will see the return of UMG-labeled music to TikTok.

It is worth noting that UMG previously removed all of their music catalogue on TikTok back in February this year following a show of disappointment in terms of compensation to signed artists whenever their songs are used on the platform.

Under the new deal, by harnessing TikTok’s best-in-class technology, marketing and promotional capabilities, UMG and TikTok will deliver improved remuneration for UMG’s songwriters and artists, new promotional and engagement opportunities for their recordings and songs and industry-leading protections with respect to generative AI.

As part of the agreement, both organisations will work together to realise new monetization opportunities utilising TikTok’s growing e-commerce capabilities and will work together on campaigns supporting UMG’s artists across genres and territories globally.

In addition, TikTok and UMG will work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters. TikTok is also committed to working with UMG to remove unauthorised AI-generated music from the platform, as well as tools to improve artist and songwriter attribution.

Sir Lucian Grainge, chairman and CEO of Universal Music Group, said, “This new chapter in our relationship with TikTok focuses on the value of music, the primacy of human artistry and the welfare of the creative community. We look forward to collaborating with the team at TikTok to further the interests of our artists and songwriters and drive innovation in fan engagement while advancing social music monetization.”

Meanwhile, Shou Chew, CEO of TikTok, commented, “Music is an integral part of the TikTok ecosystem and we are pleased to have found a path forward with Universal Music Group. We are committed to working together to drive value, discovery and promotion for all of UMG’s amazing artists and songwriters, and deepen their ability to grow, connect and engage with the TikTok community.”

Fans on TikTok can now look forward to the return of UMG’s recorded music and publishing catalogs and once again enjoy creating videos using music from some of the world’s biggest artists and songwriters as well as exciting emerging talent.

Moreover, TikTok will continue to invest significant resources into building artist-centric tools that will help UMG artists realise their potential on the growing platform. Tools including “Add to Music App”, enhanced data and analytics, and integrated ticketing capabilities will benefit artists, both financially and in building their global fanbases using TikTok’s scale and engaged community, while strengthening online safety protections for artists and their fans.

Ole Obermann, global head of music business development at TikTok, said, “We are delighted to welcome UMG and UMPG back to TikTok. We look forward to working together to forge a path that creates deeper connections between artists, creators, and fans. In particular, we will work together to make sure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity.”

Meanwhile, Michael Nash, chief digital officer and EVP at Universal Music Group, commented, “Developing transformational partnerships with important innovators is critical to UMG’s commitment to promoting an environment in which artists and songwriters prosper. We’re gratified to renew our relationship with TikTok predicated on significant advancements in commercial and marketing opportunities as well as protections provided to our industry-leading roster on their platform. With the constantly evolving ways that social interaction, fan engagement, music discovery and artistic ingenuity converge on TikTok, we see great potential in our collaboration going forward.”

Singapore – Zefr, the data platform for brand suitability targeting and measurement, has announced its significant expansion of its brand safety and suitability measurement product with TikTok. 

In this new update, global advertisers will now have the ability to deploy advanced brand suitability controls, including ‘Category Exclusions’ and ‘Vertical Sensitivity’ controls, all of which will be available through TikTok’s newly released Brand Safety Hub in TikTok Ads Manager. 

These new capabilities offered by Zefr are designed to offer unparalleled protection and customization for brands advertising on TikTok, ensuring each campaign aligns with their unique brand values and safety and suitability standards.

The introduction of ‘Vertical Sensitivity’ on TikTok will allow advertisers to select their vertical and exclude content categories they deem unsuitable. This will cover 11 brand verticals such as pets, beauty, food, fashion or retail, and more, and is now available across key markets like the US, UK, Canada, and Australia. 

Meanwhile, through the ‘Category Exclusions’ feature, brands can prevent their ads from appearing next to content categorised under gambling and lotteries, violent video games, combat sports, and youth content across all TikTok inventory filter markets.

This announcement builds on Zefr and TikTok’s latest collaboration, announced in September 2023, where Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimisations, giving advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This collaborative process is representative of an evolution in brand suitability optimisation, giving advertisers deeper control and transparency.

Since its inception in 2022, Zefr has consistently achieved a brand safety rate exceeding 99% on TikTok, following GARM floor definitions across global campaigns. Going beyond brand safety, this partnership aims to enhance the advertiser experience by providing advanced tools and insights that honour both brand values and audience sensitivities. The collaboration between Zefr and TikTok will continue to expand these product features across all regions globally throughout 2024.

Rich Raddon, co-founder and co-CEO of Zefr, said, “Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlights our continuous dedication to innovation and empowering advertisers. This collaboration reflects our joint efforts to set new standards, prioritising the brand-suitable alignment of ads with content while minimising over-blocking and maximising reach for brands.”

Singapore – TikTok has announced the debut of its leadership development programme, ‘TikTok Academy: Elevate’ across Singapore, Indonesia, Malaysia, Thailand, the Philippines, and Vietnam.

This program marks the first edition of TikTok Academy’s strategic initiatives in Southeast Asia for agency partners, emphasising their commitment to the media industry and nurturing future leaders within the industry.

Themed ‘Nature Meets Nurture: Through the Lens of the Future’, the programme will see TikTok working in close collaboration with a cohort of 350 emerging agency leaders with 5 to 8 years of experience.

These leaders will be nominated by their agencies and will fall under the categories of a “Changemaker” who takes creative action to solve a problem and spark transformative change, a “Storyteller” who is devoted to producing a compelling narrative using words, art, and science to share experiences and ideas, and a “Playmaker” who raises the standard of play within the team and puts others in a position to score.

Going into more detail, TikTok Academy: Elevate will comprise three bi-weekly virtual workshop sessions from 21 March until 18 April 2024. Each workshop session will present challenges for participants to take part in, which aims to either encapsulate the session’s theme or leverage the strengths of participants, enhancing their understanding of the evolving marketing landscape, emerging platforms like TikTok for advertising and marketing, and giving them space to self-reflect on their career growth.

Talking about this initiative, Matty Lin, general manager, global business solutions, TikTok Southeast Asia, said, “We are always on the lookout for how we can support our agency partners with the right resources to guide them in their endeavours. As we strive to be their trusted destination for creative marketing solutions, we hope that our leadership programme will significantly enhance the capabilities of next-generation talent to be self-aware future leaders of the industry. Together, we are committed to cultivating a partnership that propels their industry prominence to new heights.”

The marketing landscape in 2023 has surged to unprecedented heights of competitiveness, marking the beginning of a creative renaissance. This shift has elevated the importance of producing content at scale from a mere trend to an essential strategy for survival and growth. As we set the stage for the anticipated challenges of 2024, the stakes for brands are higher than ever. The relentless expansion of digital platforms and the ever-evolving landscape of consumer behaviours have escalated the battle for attention, compelling brands to redefine their marketing strategies and carve out distinctive identities. 

Surviving and excelling in the upcoming year is no longer simply advantageous but an absolute necessity for brands to embrace branding and creative differentiation as a foundational element of their approach. Marketers need to consider adopting a transformative mindset called ‘creative bravery’ to stand out amid fierce competition and authentically connect with the ever-changing demands of consumers.

Harnessing Creative Bravery

Moving beyond mere marketing rhetoric, adopting creative bravery can empower brands to transcend conventional boundaries and embrace the unconventional. This mindset allows brands to showcase vulnerability and authenticity as sources of strength. By leveraging curiosity, imagination, and courage – and moving with speed and agility – brands can captivate consumer interest, weaving compelling narratives that go beyond the ordinary and genuinely resonate with their audiences. 

As they forge ahead into the coming year, the imperative for marketers lies in honing their ability to discern and interpret trend signals. These signals, essentially content patterns that illuminate emerging behaviours and interests, serve as guideposts for brands seeking to shape forward-thinking and adaptive strategies.

  1. Discovering perspectives and embracing communities

Users are drawn to platforms that go beyond simplistic answers, seeking spaces that offer a dynamic mix of perspectives, unexplored territories of interest, and tangible, real-world impact. This fusion of active exploration and discovery enhances user engagement significantly. 

In today’s digital expanse, where the possibilities for exploring novel ideas seem endless, the real challenge is navigating through the information deluge to uncover truly pertinent insights. For brands, this underscores the need to develop content that goes beyond mere relevance – it must be both delightful and genuinely useful. The aim is to not just capture existing curiosities but to unravel latent interests within communities that have yet to be unveiled. Brands should focus on crafting content that not only sparks curiosity but resonates across diverse interests, fostering continuous expansion of ideas and engagement within the online space.

  1. Empowering collective imagination and storytelling

From the very fabric of its structure to the intricacies of its characters, storytelling has been demoted to become more predictable, less relevant, and easier to skip. With this creative resurgence – or creative bravery – we expect to see the emergence of more unpredictable, collective narratives – a mix of brand-led, and creator-led – also eschewing the conventional confines of a beginning, middle, or end. 

Within this evolving narrative landscape, it is the allure of inventive story structures that captivates viewers beyond the initial moments. One way that brands can enhance content relevance and improve metrics is by Recutting, Remixing, and Reimagining the way they produce their assets. First, I’d recommend optimising existing assets for seamless integration into platforms, minimising friction, and adapting them to harmonise with the platform’s style. Remixing involves collaboration with creators to tell a brand’s story with their tone of voice while reimagining leverages the platform’s capabilities and communities to bring creative concepts to life organically both online and even offline. 

Advertisements, strategically designed to evoke curiosity, play a pivotal role in enticing users to immerse themselves more deeply into the unfolding story. This highlights the crucial role of creative and imaginative storytelling, not merely as a source of entertainment but as a potent force that captivates, motivates, and transforms the shared narrative journey. 

  1. Closing the trust gap through societal change and transparency

A widening trust gap between consumers and brands has spurred audiences to seek engagement beyond one-time sales, heightening the need for brands to champion positive societal change and transparency. In today’s increasingly fragmented consumer landscape, establishing clear brand trust and values is of utmost importance, providing brands with an open line of communication with their consumers and community, particularly in the realm of online media.

For brands, it is important to view each campaign and organic content piece as an opportunity to share, listen, and learn, fostering deeper loyalty both on and off the platform. 

An exemplary instance is SG Enable, the agency for disability and inclusion in Singapore, which spearheaded the UnAwkward Campaign to celebrate the abilities of individuals with disabilities, urging everyone to actively support disability inclusion and contribute to a more inclusive society. By anchoring clear brand values and consistent messaging, the campaign achieved close to 20 percent increase in ad recall and a significant 43 percent rise in click-through rates (CTR).

Charting the Path Forward

As we stand on the precipice of 2024, marketers will face an uphill climb, the ascent made steeper by the integration of cutting-edge technology and creativity into the fabric of modern marketing strategies. The landscape is evolving at a pace that demands adaptability and innovation.

In this challenging terrain, creative bravery is the indispensable compass for marketers navigating the complexities ahead. The ability to stand out in a crowd saturated with content hinges on the bold willingness to take creative risks and challenge conventional norms. As we step into the future, the era of creative bravery offers marketers a transformative mindset to leave an indelible mark in the hearts and minds of their audiences.

This article is written by Shant Oknayan, Vice President, Asia, Oceania & Africa, TikTok Global Business Solutions

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Singapore – TikTok has rolled out its new ‘Shop’ tab feature for its e-commerce solution, TikTok Shop, to offer users a more convenient way to access its shopping portal.

The ‘Shop’ tab feature, represented by a shopping bag icon, takes users straight into TikTok Shop’s shopping portal in one touch, providing greater convenience and interaction for online shoppers and merchants.

With the new feature, online shoppers will easily have access to the familiar shopping interface where they can browse products, view orders, access their shopping cart, set addresses and payment methods, and chat with merchants.

Furthermore, the products in the Shop tab are also divided into categories to help users quickly and easily find what they are looking for. The feature also highlights products that are based on the users’ habits and interests while using the app. This ensures an even more pleasurable and convenient experience for users while also assisting merchants by having their products matched with a customer’s profile.

Additionally, the top of the page contains prominent flash sale information and countdown timers to remind users of sale discounts and other shop and item promotions.

Doven Yap, seller acquisition lead at TikTok Shop Singapore, said, “TikTok Shop has a rapidly growing community, and our innovation and developments are meant to address the desires of sellers, merchants, and creators to learn, discover, and promote one another on TikTok. The Shop Tab becomes a natural extension of the users’ journey from being entertained to learning something new and getting interested in buying. Consequently, this feature lets businesses grow to be discovered more easily and gain more new customers, leveraging the power of the TikTok community.”