A recent study commissioned by TikTok shows potential commercial opportunities to be had by online sellers who use the short-form video platform to both sell and entertain – or “shoppertainment,” as the social media company calls it.
![](https://newsbytes.ph/wp-content/uploads/2022/10/Mr.-Paolo-David-TikTok-Philippines.jpg)
TikTok describes the approach as “entertainment first, commerce second.” The commissioned research from the Boston Consulting Group came up with key attributes of the technique:
- Focus on video-first. Embrace a video-first approach defined by short content that maintains attention
- Don’t force decision-making. Ensure content is associated with interests and hobbies that align with your consumer, and don’t seek to force decision-making.
- Be authentic. Create an authentic brand sentiment, with credible reviews and open and engaging community conversations, and lead with authentic videos that inspire within a community
- Recommend the trends. Include the voices of credible and trusted community experts, and facilitate extended conversations between friends and users. Build this into a strong and trusted culture and following.
“Shoppertainment” has found some initial success in the Philippine market, according to TikTok, via trending hashtags such as ##Budolfinds and #TikTokMadeMeBuyIt.
“Consumers today now consider and seek elements of fun and emotional connection with brands when shopping, regardless of whether they are actively looking for a product or casually browsing,” said TikTok Philippines head of brand partnership Paolo David.