From cart to heart: How TikTok can help your small/medium CPG brand to make a lasting impact on consumers

Why TikTok? And why now?

Brand and product discovery is now being driven by communities on social and entertainment platforms, transforming the traditional shopping experience. This is fuelling the rise of 'community commerce', a more focused branch of social shopping that merges community, entertainment, and commerce into a seamless journey, from discovery to post-purchase.

TikTok is at the forefront of this revolution, redefining how consumers interact with brands. Unlike traditional social media, TikTok is a community-driven entertainment platform. Its unique blend of short-form video content and sophisticated algorithms offers a dynamic platform where users actively participate, rather than passively observe. By emphasising entertainment and creativity, TikTok allows brands to connect with audiences in more meaningful ways, fostering deeper engagement and loyalty.

The opportunity for CPG brands on TikTok

From #FoodTok to #BeautyTok, TikTok has become the go-to place for consumers to discover food, drink and beauty products, presenting endless opportunities for CPG brands on the platform. In fact, 66% of Spanish TikTok users were introduced to a food product on the platform, that they then went on to purchase [1], while 74% of European users agree that content on TikTok has transformed their beauty game [2].

CPG brands that have leaned into TikTok's ethos of joyful creativity and entertainment are becoming more and more adventurous with their campaigns and are achieving incredible results.Take a look at how Mistol - a Spanish brand providing cleaning and home care products - used TikTok to increase their sales by 206%.

And TikTok is driving commerce everywhere; while the experience begins in-app, the impact transcends the screen. TikTok users are:

• 48% more likely to discover new products and immediately purchase them on TikTok (3)

• 2.7x more likely to engage with brands online (4)

• 2 in 5 users who discovered a product on TikTok went to a physical location that sells the item (5)

Bring it home with TikTok

Click below to download the 2024 TikTok CPG playbook for SMBs to learn more about how you can leverage TikTok as your trusted shopping companion where personal discovery and word of mouth turn every day, utility products into consumer's favourite things.

Sources:

• 1. TikTok Marketing Science ES FOOD Survey 2024, conducted by AYTM (Base: TikTok users, n=450)

• 2. TikTok Marketing Science EUI Beauty Vertical Research 2022 conducted by InSites Consulting

• 3. TikTok Marketing Science Global Retail Path-to-Purchase Study 2021

• 4. TikTok Marketing Science US Path to Purchase Part 2 Research 2022, conducted by Material

• 5. TikTok Marketing Science Global eCommerce Study (Global Results) 2022, conducted by Material