In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on discounts and promotions to drive sales – they need to create engaging, entertaining content that educates consumers and helps them make more intuitive purchase decisions. But how can brands march in tandem with the evolving landscape? Together with Accenture, TikTok has developed an interesting framework called PACE, which rests on four pillars, and aims to help businesses drive revenue growth in the Shoppertainment age through a seamless integration of media, content, and commerce.
Persona: Starting Point of Shoppertainment
On platforms like TikTok, communities are as diverse as you and I. To solve for and benefit from diversity of consumers, brands need to look at their target audience as ‘Personas’ with different values, attitudes and preferences. By aligning your product’s unique selling point with the needs and desires of different ‘Personas’, brands can meaningfully reach consumers at every stage of the funnel as they traverse their unique pathways from discovery to purchase. This step also lays the groundwork and foundation for the subsequent steps.
Assortment: Curating an Optimal Product Strategy
The second step involves determining the right merchandising strategy to not only drive sales but a deeper engagement with consumers also. Businesses can leverage the opportunities at the intersection of price, product and promotion to drive traffic and order value. This could mean offering a diverse range of products for different tastes, styles, purchase frequency and budgets.
Additionally, mixing popular offerings with not-so-hot ones can propel cross selling and upselling. Exclusive product offerings, time-based promotions and complementary bundles can also be complementary to the overall strategy.
Content: The magnetic force
It is the magnet that inspires consumers to effortlessly move from discovery, to consideration, to purchase. What brands do with content will eventually translate into sales, notwithstanding the impeccable groundwork laid in earlier steps.
That’s where TikTok’s ‘3R’ strategy comes in: Recut, Remix, and Re-imagine. In a nutshell, it essentially means reinvigorating existing content through innovative customisation to be TikTok-native.
For instance, Recut involves repurposing longer form videos to be vertical and sound on with a clear CTA. Such catchier and fast-moving content can pull in audiences with intrigue.
Similarly, Remix is as easy as custom-editing pre-existing creatives with trends and subcultures, captions and effects like text overlays. The content could feature creators or utilise creators’ POV.
With Reimagine, brands can sit back and leverage the power of TikTok’s technology like Branded Mission and augmented reality. It’s as simple as tapping on creator-generated content at scale, and using interactive add ons for your boosted infeed ads, among other features.
Additionally, brands can grow a steady pipeline and volume of content through both brand-led and creator-led content. The latter can be sourced by tapping into creators from across the spectrum of followings — from micro to macro.
Empowerment: Operating Efficiently and Sustainably
It’s critical to have dedicated media and commerce teams working closely together with shared goals to break down silos, foster open communication and trust across departments. But empowerment isn’t just about people; it’s also about processes. That means investing in the right tools, technologies, and systems to streamline your operations and drive efficiency at every step of the way.
The PACE concept is already playing out on TikTok, and brands would do well to study its various aspects and adapt it for different platforms. For instance, the point of discovery can become a point of purchase on TikTok. So it’s essential for brands to be present at every stage of the funnel, enabling timely interactions that attract traffic and conversions.
PACE allows brands to wrap their heads around the real transformation underway with Shoppertainment. More importantly, it provides an action plan to leverage existing tools to drive real business impact through the power of content commerce.
The PACE Framework by TikTok
Keen to learn more about how to put PACE into practice? Check out TikTok’s Shoppertainment website for more insights here.
