TikTok Australia’s Brett Armstrong unveils insights from the ANZ What’s Next Report
TikTok Australia has released its first What’s Next Report, deep diving into TikTok’s community and culture, analysing data from October 2020 – October 2021.
It looked at how brands have worked with TikTok users, and shared data insights into top performing categories including community commerce, creators, music, travel and more.
The report consisted of insight into the platform’s top-performing categories, case studies to help identify ways of unlocking success on TikTok, and tips for brands looking for further inspiration.
TikTok Global Business Solutions general manager, Brett Armstrong, told Mumbrella:“2021 was a challenging year for many, particularly for brands vying for cut through in order to keep their businesses afloat amidst the pandemic. Our first ANZ What’s Next Report unearthed some fascinating insights into the behaviours of Aussies and how this period of uncertainty shaped not only the content they were favouring, but also their engagement with brands as a direct result. Community commerce blew up as TikTok became a launchpad for product discovery and brands. It sparked new shopping trends and drove cultural conversations, for products both new and old.”
“We witnessed an incredible surge in activity across the hashtag #TikTokMadeMeBuyIt which amassed over 7.4 billion views. Community commerce blew up as TikTok became a launchpad for product discovery and brands. It sparked new shopping trends and drove cultural conversations, for products both new and old. This speaks to TikTok’s influence on shaping consumer spending habits and is a testament to the opportunities on TikTok for brands to connect with new audiences and drive sales.”
“We also watched the way Australia’s response to border restrictions impacted the consumption of travel content and TikTok’s role in fuelling fulfillment of wanderlust in Aussie travellers. This was a significant trend, alongside the rise in general entertainment and sports content consumption, all filling a void created by a lack of real-time experiences and leading to awareness and conversion opportunities by savvy marketeers.”
“2022 promises to be a year like no other for brands on TikTok. Looking ahead, we will continue to prioritize safety, solutions for brands, transparency, and partnerships to build an even safer platform for creative expression. We believe that by prioritising the safety of our creators and community, we in turn create a positive environment for brands”.
From the rise of community commerce and the importance of music to authentic partnerships with creators and continued focus on brand safety, it’s set to be an exciting year for brands on TikTok in 2022.
2022 will be the first full year for TikTok Shopping, a suite of e-commerce tools that turn videos and live into shoppable entertainment. These solutions will make it easier than ever for brands, merchants and creators to harness the power of community commerce, with tools helping them build native shopping experience, market their products, and run their e-commerce business directly on TikTok.
The report showed that 73% of people feel a deeper connection to brands they interact with on TikTok compared to others, with 67% saying that TikTok inspired them to shop, even when they weren’t looking to do so.
Community commerce will continue to evolve. Live experiences will embrace users’ appetite for entertainment and new ways to discover and shop. As long as brands bring joyful entertainment to the table, TikTok said it will continue providing solutions that help them convert interest into real-life actions.
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