B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with video marketing that effectively combines effective sales with consistent brand building. 
We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.

Here you will learn:

• Tips for better shoppertainment journey
   
• Data insights on future of commerce
   
• Deeper dive into what actually is shoppertainment
   

In recent years, the digital consumer journey has undergone a significant transformation under the influence of  TikTok and the post-covid rise of e-commerce. These developments have given rise to a new category of shopping experience called "shoppertainment," which blends entertainment and shopping seamlessly to create a unique and engaging consumer experience.

Digital consumer journey has changed with the rise of new functions in social media platforms and normalization of online shopping. 

Few ways any brand can enhance the TikTok-to- ecommerce consumer journey

In TikTok brands and products can be discovered seamlessly, in natural flow of exploring the world through the app. Study reveals that TikTok users are twice as likely to create content about a product or brand that they've purchased. Some communities on TikTok are bound together by their unique interests, with passionate users sharing purchases and creating inspirational content, fostering authentic connections. Thats a pure social shoppertainment on the rise!

• Use TikTok's "Shop Now" feature
  Brands can use TikTok's "Shop Now" feature to direct users to their ecommerce store. This feature allows brands to add a link to their store directly in their TikTok video, making it easy for users to make purchases.

• Utilize TikTok's "Hashtag Challenge Plus" feature
  This feature allows brands to create a branded hashtag challenge that includes a shoppable component. Brands can use this feature to create a fun and engaging challenge that encourages users to shop their products.

• Use TikTok's "Live Shopping" feature
  Brands can use TikTok's "Live Shopping" feature to host live shopping events. During these events, brands can showcase their products and answer questions from viewers in real-time, creating a more interactive and engaging shopping experience.

• Utilize TikTok's "In-App Purchases" feature
  Brands can use TikTok's "In-App Purchases" feature to sell virtual goods, such as digital stickers or filters, directly within the TikTok app. This feature can be a great way for brands to monetize their TikTok content and engage with users in a unique way.

• Partner with TikTok influencers 
  Brands can partner with TikTok influencers to promote their products and drive sales. Influencers can create engaging content that showcases the brand's products and encourages users to make purchases.

• Shoppable TikTok Videos 
  Brands can create shoppable videos on TikTok that allow users to make purchases directly within the app. TikTok has recently launched a feature called "TikTok Shopping" that enables businesses to add a shopping tab to their profiles, making it easier for users to browse and buy products.

• New, creative level of Influencer Marketing 
  Brands can partner with influencers on TikTok to promote their products and drive sales. Influencers can create engaging content that showcases the brand's products in a fun and creative way, helping to increase awareness and drive traffic to the brand's ecommerce site.

• Livestream Shopping
  Brands can use TikTok's live streaming feature to host shopping events where viewers can shop for products in real-time. During these live events, brands can showcase their products, answer questions from viewers, and use incentives: offer exclusive discounts and promotions to encourage sales.

• User-Generated Content 
  Brands can encourage users to create and share their own content featuring the brand's products on TikTok. This can help to increase engagement and awareness, as well as provide valuable social proof that can help to drive sales.

• TikTok Ads 
  Brands can also use TikTok's advertising platform to target users with ads that promote their products and drive traffic to their ecommerce site. TikTok offers a range of ad formats, including in-feed ads, branded hashtag challenges, and sponsored lenses, that can help brands to reach their target audience and drive conversions.

• Leverage mimetic desire on TikTok
  by encouraging customers to share their purchases on social media, which can further drive sales through word-of-mouth marketing.

• Use Net Promoter Score (a metric used by businesses to measure customer satisfaction and loyalty) on TikTok
  by encouraging customers to leave reviews or share their experiences with a brand's products in their own videos. Brands can also use NPS to measure customer satisfaction with their shoppertainment campaigns, using feedback to improve and refine their strategies

TikTok, With over a billion active users, has become a powerful marketing tool for businesses, especially those targeting younger audiences. With video-virals, fast adaptation to micro-trends and collaboration with influencers, shopping has changed forever.

After-covid shopping gone more online, and we can actually say there is only online shopping now. Online retailers personalize now, using sophisticated algorithms and data analytics to understand their customers' preferences and almost perfectly recommend products.

By the way, check healthy lifestyle oriented Tik Tok account curated by Screens.agency. We are going  to apply e-commerce to this account soon to leverage all shoppertainment possibilities.
 

@kombuczara czy ze #scoby można zrobić coś dobrego? sprawdźmy to 😈 #kombucha ♬ A.Vivaldi The Four Season, Summer Presto; Tempo Impetuoso - AllMusicGallery

Key take aways from "The Future of Commerce research" by Boston Consulting Group (BCG) covers a range of insights and trends in the world of commerce

• Digital commerce is growing rapidly: digital channels will account for 35% of all retail sales by 2023.
   

• Mobile commerce is on the rise: it is growing faster than any other channel, with a projected growth rate of 25% between 2020 and 2023. 

• Consumers expect personalized experiences: consumers expect tailored experiences across all channels. Retailers need to invest in data and analytics capabilities.

• Sustainability is becoming a key differentiator: Retailers that prioritize sustainability will have a competitive advantage.

• Prioritize social commerce sales  - it is projected to reach $600 billion by 2023.
   

• AI and automation are transforming commerce: AI and automation technologies are being used to improve customer experiences and streamline operations. 

• Partnerships and collaborations are becoming more important: partnerships and collaborations between retailers, brands, and other players are becoming more important. 

So what's in shoppertainment?

Shoppertainment is poised to become a significant trend in the years to come.The convergence of these two trends – TikTok and e-commerce – has given rise to a new category of shopping experience called "shoppertainment." This new category of shopping experience combines entertainment and shopping to create an engaging and immersive, also thanks to personalization, consumer experience.

Engaging TikTok videos can be shared by brands on e-commerce platforms like Amazon, allowing consumers to browse and purchase products directly from the video, from influencers they truly relate to, who are important part of shoppers world.

Shoppertainment can also involve interactive elements like live streaming and gamification. Brands can host live shopping events on TikTok, allowing viewers to interact with the hosts and purchase products in real-time. Gamification can also be used to create a sense of excitement and engagement among consumers. For example, brands can create games that reward customers with discounts and special offers for completing certain actions.

Shoppertainment and customer centricity

Importance of putting the customer at the center of business decisions and using technology to adapt to changing consumer behavior and preferences is crucial. It is also worth noticing that simply changes in technology will change culture, trends and consumer behavior, but it is a different story for another article.

In the case of shoppertainment, customer centricity means using technology like TikTok, video, and AI search to create personalized and relevant journey and content that resonates with the consumer. Content that addresses users barriers, answers their questions and finally motivates them or inspires them through skillful storytelling to do something new, exciting, transforming for them.

Brands can use social platforms to create content that showcases their products (placement) and provides a creative, unique shopping experience (this should be area where brands compete and really fight for heart of the customer).

By insightfully putting the consumer at the center of this enriched experience, brands can grow by creating longterm relationships with its audiences, increasing their Customers Lifetime Value, increasing brand's mental and online brand availability.

AI search is critical in creating a customer-centric shoppertainment experience. AI-powered algorithms can analyze consumer data and behavior to provide personalized product recommendations that are tailored to the consumer's preferences and use this information to create personalized and relevant content.

These algorithms can analyze a consumer's search history, behavior, and preferences to recommend products that they are likely to be interested in. 

Businesses will gain a lot by tapping into TikTok, video, and AI search to create a seamless and engaging shoppertainment journey. But it is not easy! There are tons of fragile things to be coordinated in arranged here. Feel free to talk to us about your business challenges with shoppertainment and we will help.

Final words on shoppertainment

So we find entertainment at the core of commerce, and this is quickly gaining traction.

A recent study has revealed that Asia-Pacific consumers are looking for brands that prioritize entertainment alongside product information. They want to be entertained and engaged, and only then will they consider making a purchase. According to the study, 81% of consumers want to see storytelling and educational-first content, while 76% are keen on video-first formats. Brands should collaborate with influencers and use shoppable TV, livestream broadcasts, live events online. With some humor and entertainment, brands get more conversion.

Consumers also want content that is credible and authentic. In fact, 71% of consumers find authenticity to be an important factor in engaging content. Brands can create an authentic brand sentiment by providing credible reviews, engaging with their community, and creating unboxing videos that inspire and engage their audience.

In addition to entertainment and authenticity, consumers are looking for content that is inspirational and indulgent. Brands should target consumer interests and hobbies, and create content that rekindles excitement and builds stories around uplifting and engaging micro-trends, themes.

Users want to see trusted advice and recommendations from trusted community experts, and facilitate extended conversations between friends and users. 

Shoppertainment is a trend that brands can no longer ignore. Consumers are looking for entertainment, authenticity, inspiration, and community in their online shopping experiences. 

Dive deeper into what's going on in social platforms with our article on "Why TikTok surpasses instagram in crucial battle on arena of attention economy".

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