TikTok Unleashes Online Marketing Strategy Knockout for Consumer Goods in Thailand
Transforming the FMCG Industry with the Power of Content and Strong Community
Bangkok, June 26, 2024 – TikTok, the world’s leading short-form video platform, is redefining the marketing of fast-moving consumer goods (FMCG) in Thailand by combining entertainment and building a strong community where consumers can effectively discover and engage with products. It has unleashed key insights and strategies that help brands connect and reach their target audiences, reinforcing its position as a platform that elevates limitless creativity and meets the challenges of modern marketing with growth opportunities.
Consumers in Thailand have evolved into Omni-Shoppers, enabling them to access multiple channels of purchases, both online and offline. Kantar’s report, “The Omni-Shopper Revolution,” highlights the current state of the FMCG market, where online shopping channels are increasingly popular among Thai consumers. Almost half of households in Thailand, or 45%, now purchase their FMCG products online, prompting brands to understand and prioritize online sales channels.
“TikTok has become a new ‘eye-level’ that can capture consumer attention and generate significant results for FMCG brands, with 92%[1] of Thai users citing TikTok as their preferred entertainment and shopping destination, which aligns with our core mission to spark creativity and bring joy to people, while also enabling small businesses, brands and agencies to use the TikTok platform to grow their businesses,” said Sirinithi Wirayasiri, Head of Business Marketing, TikTok Thailand.
g it harder for brands to stand out. Consumers are also more likely to switch brands for new experiences, and value and quality are important. Brands need to create more content that showcases their products to get discovered by their target audience. The natural, organic content on TikTok’s feed allows brands to reach consumers more directly and influence them beyond just watching content. This is consistent with the findings of an Accenture Song consumer survey conducted with TikTok, which found that 78%[2] of consumers made a purchase decision because they watched product content on the platform, demonstrating that TikTok is the new Eye-Level for businesses.
Three key factors that are unlocking marketing opportunities powered by the power of discovery on TikTok:
1. Growing consumer goods content community on TikTok: TikTok users are significantly interested in consumer goods content on the platform and are continuing to grow. This type of community is growing across categories such as home care, baby products, food and beverage, and beauty. This growth has been driven by TikTok’s unique ability to be a place for user engagement.
2. Building bridges between brands, creators, and communities: TikTok connects brands to communities through interactions with creators, helping brands and consumers grow closer and drive growth. With 83%[1] of users considering a brand or consumer product because of creator content discovered on the platform, creators on TikTok play a key role in driving brand success.
3. Consumer behavior shifts from discovery to action: Consumer behavior on TikTok has shifted dramatically from discovery to action, with 90%[3] of users who discover a brand or consumer product on TikTok searching for more information immediately afterwards, demonstrating the platform’s ability to drive deeper engagement. And two-thirds[1] of users intentionally search on TikTok to find information or products of interest, highlighting the platform’s role in influencing consumer decision-making.
These factors demonstrate how TikTok’s rapidly changing environment and community engagement can inspire consumers to make purchases both offline and online, which can help businesses grow.
TikTok is committed to helping businesses of all sizes grow effectively on the platform, by becoming the new ‘Eye-Level’, providing solutions and opportunities to connect with their target audience. We believe that supporting businesses and creators to grow in this rapidly changing market will help create a macro-effect and drive the digital economy in Thailand.
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