There are moments when government officials reveal exactly how out of touch they are — and this past week, Trade Secretary Cristina Roque gave the Filipino public a shining example as an advanced Christmas gift. Her now-infamous remark that ₱500 is enough for a Noche Buena meal didn’t just miss the mark, but insulted a nation that already knows too well how far ₱500 doesn’t go.

Most Filipinos didn’t know whether to take her seriously or laugh in jest. So they did both. TikTok, Facebook — name any platform from Batanes to Jolo — exploded with a flood of content mocking the idea. Some netizens offered the most bizarre, nutrition-deprived, gutter-tier combinations imaginable, proving that yes, you can technically buy food worth ₱500… if your idea of Noche Buena includes instant pancit canton and Sky Flakes.

On the other side were the few kitchen-savvy Filipinos who tried to assemble a dignified meal for 2–4 people. They succeeded, barely — but with one huge caveat: their ₱500 computation silently assumed the family already had oil, salt, sugar, pepper, and gas or electricity for cooking. In short, the public had to make Roque’s numbers work by excluding half the realities of actual living.

And here’s the real kicker: after receiving a tidal wave of criticism, she could have stopped. She could have read the room, stepped back, and admitted that the remark didn’t land well in the Christmassy spirit that had just set in.

But hey, Secretary Roque just had to double down at a time the nation is angered by left-and-right corruption in government infrastructure projects that put the life of the presidency under a sharpened ax.

So, yeah… she faces the press again, “clarifying” that ₱500 — no more, no less — can truly satisfy the noche buena cravings of papa, mama, and two children. As if repetition could turn fantasy into fact.

This is where the insult sharpens. Because what Filipinos heard was not guidance — it was condescension. It was the familiar tune of officials who speak about the poor without ever living a day in their reality.

So here is a simple, fair challenge, Madam Secretary: On Christmas Eve, show us your family’s ₱500 Noche Buena table. Lay it out proudly. Feed your family of four with it. Then ask yourself, sincerely and without cameras, whether you would still have the temerity to recommend the same to millions of Filipino households.

Until then, spare us the Yuletide suggestions on thrifty feasting.

Filipinos already stretch every peso until it screams. What they don’t need is a government asking them to celebrate Christmas on a budget it wouldn’t dare endure itself.

Led by DTI Secretary Cristina A. Roque and TikTok Shop Marketing Lead Franco Aligaen, this partnership is strategically designed to expand the market reach and accelerate the growth of local businesses by leveraging digital platforms to transform their operational landscape.

“The true strength of this partnership lies in its broad accessibility, making it easier for Filipino MSMEs to tap into new opportunities. This includes micro-entrepreneurs and growing businesses that use smartphones and ring lights to showcase products and access a wider audience. With the right support, platform, and resources, this joint effort will continue to fuel their progress,” said Secretary Roque in a news release by the DTI.

The MOU signing coincided with the launch of this year’s UNLAD LOKAL initiative. Building on the success of the 2024 Camp Asenso learning session, the launch of UNLAD LOKAL featured a graduation ceremony for the first batch of 33 local entrepreneurs from the National Capital Region (NCR) who completed an intensive two-day training.

The UNLAD LOKAL is a structured learning workshop that covers key areas crucial for online success. It includes seller center navigation for efficient store management, affiliate marketing education to boost sales through partnerships, and content creation strategies to engage customers through creative storytelling.

The program also emphasizes compliance with e-commerce regulations and ethical selling practices, while offering onboarding guidance to help sellers establish a strong foundation for long-term success on TikTok Shop.

Beyond training, this initiative enhances MSMEs’ visibility through promotional campaigns under TikTok Shop’s Buy Local, Shop Local campaign and other media engagements. Additionally, the DTI will orient TikTok’s micro sellers with the Barangay Micro Business Enterprise Act, which provides valuable incentives and benefits to small businesses.

The UNLAD LOKAL will be rolled out across the NCR, Luzon, Visayas, and Mindanao, ensuring that no Filipino entrepreneur is left behind in the digital transformation.

With over 2 million sellers worldwide, TikTok has evolved into a significant e-commerce hub, where Filipino entrepreneurs are emerging as key players.

TikTok Shop Marketing Lead Franco Aligaen reaffirmed TikTok’s commitment to ongoing mentorship for local entrepreneurship even after the program concludes. “We’ve seen many small businesses grow on TikTok Shop, reaching thousands, sometimes millions, of customers. Through UNLAD LOKAL, we want to help even more MSMEs achieve that same success,” he said.

Driven by President Marcos Jr.’s “Bagong Pilipinas” agenda and supported by expert mentorship, advanced digital tools, and a thriving online marketplace, the DTI asserts that Filipino businesses are primed for sustained growth and poised to achieve significant success.

How many of you share this experience on TikTok — sheer joy, then sadness so depressing all of a sudden? Yup, short videos can do that.

One of the heights of laughter that kept my funny bones trembling was a collection of clips one commenter tagged as “the senators who should not have been elected.”

Featured in that barrage of videos were the blunders at the session hall and press conferences of the honorables — Robinhood Padilla and Lito Lapid.

But soon I came across another medley of clips of candidates for senator in May’s midterm polls. The theme was the same: stupidity at its funniest — this time, featuring Philip Salvador, Willie Revillame, Bong Revilla, and Lito Lapid.

But instead of making me laugh, this TikTok video dropped me into the pits of sadness that I had to abandon my phone on the nightstand.

Well, three of them are in the Magic 12. Let’s just watch Netflix.

Comelec rules — really?

The campaign season is officially here, and the Commission on Elections (Comelec) wants everyone to behave — no campaigning at 2 a.m., no oversized posters, and no reckless spending.

Candidates have 90 days, 120 minutes per TV station, and P3 per voter to convince the public. Sounds orderly, right? Except, of course, that these rules have already been spectacularly broken — weeks and months ago.

Comelec Chairman George M. Garcia can plead all he wants, but let’s face it: premature campaigning is the electoral equivalent of jaywalking in Manila — technically illegal, but everyone does it.

The Supreme Court has essentially declared that “premature campaigning” doesn’t exist, so Comelec’s stern warnings are about what — wishful thinking?

Unless you’ve been living under a rock, Sir Garcia, EDSA and all other major thoroughfares have weeks ago and months ago been dotted with campaign posters the size of the Comelec Building façade. So, who are we kidding?

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SHORT BURSTS. For comments or reactions, email firingline@ymail.com or tweet @Side_View via X app (formerly Twitter). Read current and past issues of this column at http://www.thephilbiznews.com

Central to AdSpark’s strategy is sustaining its momentum as the lead adtech integrator for the Globe Group, aiming to deliver a cohesive and frictionless client journey with best-in-class solutions. This aligns with AdSpark’s shared purpose with its parent company, Brave Connective Holdings, Inc., of bringing brands closer to their customers.

AdSpark’s 2024 roadmap is underpinned by three key strategic pillars: Seamless Integration, Future-Proofing the Business, and Building a Culture of Trust. These initiatives represent a commitment to establishing authority over the current and emerging AdTech stack and maximizing the Globe Group advantage, innovating for sustainability and long-term success by upgrading adtech capabilities, and investing in people, brand, and sustainable practices.

“As we forge ahead, our focus is firmly set on innovation and leadership within the adtech sector,” stated JL Erestain, COO of AdSpark. “Our strategic approach transcends mere adaptation to industry trends. We’re committed to establishing new benchmarks and redefining excellence in the realm of digital advertising, thereby reshaping the landscape and setting a higher standard for what’s possible in our field.”

Reflecting on the highlights of 2023, AdSpark has continued to excel as one of the country’s top digital agency players. The company significantly grew its non-Globe enterprise business, achieving a commendable 93% above-budget delivery compared to 2022.

AdSpark fortified its position by strategically collaborating with leading media vendors and tech partners, enhancing its offerings through SparkIntelligence, SparkSuite, SparkStudio, and SparkRewards. Major partners include Meta, Google, TikTok, GCash, Huawei, M360, Inquiro, DeepSea, Nexxen, Meltwater, GMS, IntentfulAI, and Accenture.

Key to AdSpark’s success is placing importance on People & Culture, achieving a notable 93% internal satisfaction rate, indicative of the team’s high morale and engagement.

AdSpark also received major recognition, including two Golds from the 2023 Marketing Excellence Awards, and forged partnerships with leading universities, reflecting its industry leadership.

As an adtech expert and data-driven agency, AdSpark remains committed to accelerating digital and mobile advertising in the Philippines through technological innovation and strategic foresight.

For more details on AdSpark’s innovative solutions and partnership opportunities, visit www.adspark.ph or contact  info@adspark.ph.

The L’Oréal Digital Beauty Academy is a beauty and social media entrepreneurship program that offers training in beauty, digital content creation, social commerce platforms and small business literacy.  The inauguration took place on May 18, 2023, at the Quezon City Hall with over 250 participants in attendance. The program is a significant milestone in L’Oréal’s commitment to use beauty education as a catalyst for inclusion in the Philippines.  

Digital and social media has given rise to new connections and economic opportunities.  According to one study, 71% of consumers acknowledge that social media recommendations positively influence their purchasing decisions.  In line with this trend, the social commerce industry in Philippines is expected to grow by 24.3% on annual basis to reach US$928.8 million in 2023. By 2028, it’s expected to reach US$2348.3 million.  

Additionally, the beauty industry in the Philippines is projected to reach a staggering $601 billion by 2024.  L’Oréal recognizes that in this era of shoppertainment, where anyone can become a thriving content creator, combining beauty and social media skills can be a powerful tool for aspiring entrepreneurs.

The L’Oréal Digital Beauty Academy features a holistic training approach that brings together industry experts. The training program features the following: 

• Beauty and Personality Development including Beauty 101 by L’Oréal experts (Skin, Make-up, and Hair Basics) and Effective Management of Emotions by MindYou, a mental health technology company. 
• Content Creation 101 that covers TikTok Platform overview, guidelines for basic production, tips, and tricks to start and grow an account, best practices, policies, and community guidelines, as well as livestreaming guidelines 
• Earning as an affiliate and live streamer featuring a TikTok creator inspiration session, introduction to the TikTok Shop, and Live streamer track by L’Oréal
• Becoming a Responsible Content Creator which covers Digital Literacy, small business registration, and mental health support trainings. 

“The L’Oréal Digital Beauty Academy reflects the Groupe’s conviction that beauty can be a transformative force and make a positive impact towards inclusive communities and growth, especially for women. Our goal as a digital-first company is to unlock opportunities for people brought about by the digital transformation in the Philippines,” said Yannick Raynaud, Managing Director of L’Oreal Philippines.  We hope to empower Filipinos to express their authentic self through their online content and at the same time, educate them on earning opportunities available to them.” 

“Digital has not only transformed the way we connect with others. It has also opened doors for livelihood and economic development, especially during and after the lockdowns. Success stories of people whose small businesses began with content creation and online selling have grown significantly,” said Maica Teves, Executive Director of SPARK! Philippines. “The L’Oréal Digital Beauty Academy represents our commitment together with the L’Oreal Philippines, the Quezon City Government and TikTok, to assist our community in recovering and empowering women,” she added. 

TikTok Head of Public Policy, Kristoffer Rada, shared “Our mission at TikTok is to inspire creativity and bring joy. In doing so, we commit to a long-term goal of ensuring that the platform has the highest level of trust and safety, encourages a positive space for creators and users, and advances digital literacy by providing economic opportunities to the creator economy and MSMEs. These goals align strongly with L’Oréal’s ambitions for Digital Beauty Academy, which is why we were so thrilled to be part of this program.”

The L’Oréal Digital Beauty Academy will run from May to June 2023, with Quezon City as the first and pilot location.  Quezon City is home to 2.9 million residents and is the biggest city in the Philippines by population. Their Small Business and Cooperatives Development and Promotions Office (SBCDPO) played a crucial role in identifying participants from six of their districts as well as providing logistical support.  The program was opened to residents above18 years old who own a smartphone, with no educational attainment required. 

“We are proud to venture into a new partnership with L’Oréal and SPARK! Philippines, and now with TikTok to help aspiring content creators – women, men, members of the LGBTQIA – to be their own brand and earn from it. Quezon City is lucky to be the first city to be chosen for this program. The good news is this endeavor is just as timely as the city is gearing up to be the center for digital transformation in the country,” added Mayor Joy Belmonte of Quezon City. 

In addition to beauty and content creation, the L’Oréal Digital Beauty Academy also equips participants with the skills necessary to become empowered entrepreneurs capable of running businesses from their homes. Financial literacy plays a pivotal role in the academy, with participation from GCash and the Department of Trade and Industry (DTI), who will educate participants on banking options and guide them through the business registration process. The participants will also receive valuable insights on mental health awareness through talks by MindYou.

Upon graduation, the participants will be equipped to become TikTok Affiliate Partners, while select graduates will have the opportunity to become official L’Oréal live streamers.

L’Oréal’s Digital Beauty Academy is an extension of the Beauty For A Better Life Program that aims to give motivation, self-confidence and means for professional reintegration through quality beauty education. In the Philippines, the Beauty for a Better Life program began in 2017 with hairdressing training. Last year, 50 residents from Quezon City were certified as hairdressers, joining the pool of 367 graduates since its first introduction. 

Depicted by the shopping bag icon, this new tab feature opens up a familiar shopping interface where users can directly access anything related to their shopping activities. On top of the various products being showcased, they can view orders, access their shopping cart, set address and payment methods, and chat with merchants. 

The products in the Shopping Center feature have been divided according to categories so that users can find what they are looking for quickly and easily, such as beauty, women’s clothing, electronics, food, and more. Products highlighted are presented according to the users’ habits and interests while using the app, creating an even more pleasurable and convenient experience for buyers while generating high demand among merchants with products that suit their customers’ profiles. In addition, the top of the page also has prominent flash sale information and a countdown time, so users don’t miss out on information about items that are on sale.

“TikTok Shop has a rapidly growing community, and our innovation and developments are meant to address the desires of sellers, merchants and creators to learn, discover and promote one another on TikTok. The Shopping Center tab becomes a natural extension of the users’ journey from being entertained to learning something new and getting interested in buying. Consequently, this feature lets businesses grow to be discovered more easily and gain more new customers, leveraging the power of the TikTok community,” explained Jonah Michael Ople, Seller Acquisition and Incubation Lead for TikTok Shop Philippines.

The new feature also exemplifies TikTok Shop’s concept of “Shoppertainment”, wherein brands and businesses can optimize their presence by providing entertaining and learning content and live sessions before inviting users into their shop. Ople states that hashtags like #budolfinds and #TikTokMadeMeBuyIt, with over 35 billion views, speak to how effective this approach has become. Likewise, the tag #TikTokShopShoppingCenter has started racking up views and engagements. 

Local brands, merchants and creators are already leveraging on the newly launched feature to drive an enhanced shopping experience with TikTok Shop. For merchants, the Shopping Center feature provides flash sales and brand snaps during daily sales and big sales in the coming Payday campaign. With vouchers showing on search banners and subsidized deals in feeds tabs, they help sellers to convert consumers during campaign periods. 

To learn more about the Shopping Center features with coming campaign promotions in TikTok and TikTok Shop, check out #TikTokShopShoppingCenter. 

Mindful of the different platforms available in the country and across the digital world, TikTok takes pride in its platform as many Filipinos have been utilizing this technology of short-form mobile video.

Speaking to THEPHILBIZNEWS, David Gomez, TikTok Regional Brand Partnership Head, Southeast Asia admitted it was not a walk in the park for them to ramp up and expand the influence of Tiktok.

“Admittedly we have painstakingly built the numbers of our users. It was not easy as there are other platforms available out there. However, we stay focused on building our brand, and innovating especially when we see that we can be of help to many entrepreneurs, and content creators this is where we see the opportunity to widen our market and enhance the safety features of Tiktok,” he said.

“But let me tell you this. Tiktok has been widely used now as part of the entertainment tool and it is elating to know that the phenomenal growth in the region is massive. For the entrepreneurs and content creators, they have the opportunity to help brands develop and launch campaigns that can maximize their market engagement, reach more customers, and generate favorable returns,’ Gomez added.

“In the Philippines, from July 2021 to 2022, News & Entertainment grew by over 70%, while Beauty & Fashion and Baby & Parenting grew by over 57% and 53% in video views respectively,” he revealed.

“TikTok’s growth continues to be driven by positive sentiment from users. This has greatly increased our platform’s scale, reach, and impact. Moreover, we are continuously introducing innovations and solutions that will help more brands and local businesses to achieve more from TikTok’s success,” Gomez said. 

A TikTok commissioned survey with Nielsen IQ, a global information services company, found that 91% of Filipinos come to TikTok to learn new things, from funny and entertaining content to the latest trends. 73% also come to discover new brands and products and create entertaining or even educational content around them. 

This high engagement level often allows trends to develop around products in an organic and authentic manner, amplified by active users and trend ambassadors. This is best exemplified by the hashtags #BudolFinds and #TikTokMadeMeBuyIt, both of which continue to flourish with over 35 billion views to date.

Shopping on TikTok 

In a separate TikTok commissioned study with marketing research firm Toluna on online shopping behaviors, 93% of Filipinos discovered they were inspired by, or bought a product because they saw it on TikTok. Such is the influence of TikTok videos that viewers are 1.4 times more likely to consider a brand because of content they have seen, while 4 out of 5 users made a purchase because of a review or recommendation on the platform. 

When users make a new product discovery and purchase it on TikTok, the Toluna survey also found that viewers are 1.2 times more likely to share it with their friends, and 1.5 times more likely to convince them and their families to also buy it. 

“When brands show up as part of the TikTok community, consumers’ experiences are accelerated, and they are more likely to pursue engagement with businesses. When done right, it can catapult brands from zero awareness to being the top in a buyer’s mind,” Gomez claims.

Tiny Buds is one such brand that built a strong community by offering consumers a holistic experience of discovery and genuine interaction. Offering a range of natural baby care products, the brand invested in livestreaming, short videos and other positive engagements to connect with their audience and generate sales. The brand eventually managed to achieve a record Gross Merchandise Value (GMV) during the TikTok 8.18 Brand Day Sale, predominantly driven by its livestreams. 

Entertainment to Cart

With TikTok’s innovative suite of commerce solutions and the integration of authentic interactions, marketers have the opportunity to drive their businesses forward. In fact, according to Kantar Media Reaction, TikTok ranked #1 in the Philippines for innovation among marketers. 

Marketers can elevate their strategies through these tools that merge entertainment and commerce. TikTok’s Creator Marketplace has both self-serve and managed services that help marketers run campaigns more effectively, ensure right market reach, and explore partnerships, presenting a one-stop performance and marketing platform.  

Moreover, there are also opportunities for brands and businesses to do creator collaborations, allowing localized content to reach more people with the creators’ followings. With creators being the heart of TikTok, there is an endless list for brands and businesses to choose from. 

Fintech startup Plentina leveraged TikTok Creator Marketplace to reach out to two popular creators to collaborate with in its goal to grow its presence in an authentic way on TikTok. The brand also used Spark Ads to amplify these creators’ videos on its campaign and drive conversions through app installs. In less than two weeks, the brand’s strategy attracted more than 20 million video views and more than 12,000 app installs. 

Meanwhile, PureGo, the online grocery shopping platform of PureGold supermarket chain, went for TikTok Collection Ads to create more targeted product recommendations for its customers. This approach led customers to an Instant Gallery Page which showcased individual products and an exclusive promo call-to-action, moving visitors over onto its own grocery shopping website for purchases and more information. This helped PurGo effectively engage its audience and convert that interest into significant web traffic during their campaign. 

TikTok Shop, the newly launched e-commerce platform in TikTok also offers video shopping ads shown on users’ FYP; LIVE shopping ads that pop up during sellers’ live streams; and lastly, catalog listing ads, the new ad solution presented in a non-video format.  These ad solutions help merchants create greater visibility and drive traffic to their TikTok Shops, and blend shopping and entertainment for consumers. 

“As our creators and marketers level up, so must we. In the coming year, marketers can gear up for even more exciting developments from TikTok and our partners,” Gomez says. “After an amazing 2022, TikTok is expecting an increase in marketers joining in 2023, which is why TikTok is coming up with new and better ways to support brands and businesses in unleashing their highest potential.”

Check out some of the hot-selling items from these sellers this month:  

Beauty and fashion must-haves

Glow up with your beauty regiment with a complete lineup of beauty and personal care products by YOU Beauty Philippines, featuring makeup such as the Colorland series, facial cleansers and moisturizers such as the Triple UV Elixir Sunscreen and Biomecera Advanced Booster Serum. 

Perfect Shape Ph is another go-to account for beauty products ranging from facial masks, health supplements and even gadgets. For trendy tops and other apparel for men and women, visit Kily.PH Online or grab a fancy necklace or a pair of stunning earrings at YH Jewelry. 

Sweet treats for snack lovers

Sweetening up the season is delightfully easy and affordable with Cocofood Philippines, with its colorful range of confectionery products and jellies. More tasty treats are available at Sili Queen Official, which manufactures and distributes its increasingly popular MQ Spread peanut butter line. 

Homeware and gadgets

With the holiday hustle and bustle, nothing beats the feel of a well-organized home. Home Finds Ph has multilevel trays for bath and kitchen, multipurpose kitchenware, and other aesthetic and practical accessories. Meanwhile, Gadget geeks can turn to COOQI for a range of power banks, fast chargers, and other portable add-ons to enhance their digital lives. 

During this period, customers can take advantage of the LIVE Madness Hour happening daily from 8pm to 12am. 111,111+ vouchers will be dropped during this time, giving as much as Php100 off with no minimum spend on purchases. Coupon rains are also taking place beginning at 12pm giving more opportunities to get free shipping, valuable savings, and many other benefits.

Supporting SME growth

With TikTok Shop, the platform supports local Small and Medium Enterprises (SMEs) in building brand awareness and driving success for their brands. Sellers joining TikTok Shop get the opportunity to create content around their products, allowing them to engage in TikTok’s suite of e-commerce solutions. 

Sellers on TikTok Shop are encouraged to take advantage of the holiday festivities and join the 11.11 Maagang Pamasko Sale: Get your Christmas budol at TikTok Shop. With the app’s traffic and ad tools, there are also opportunities for brands to take part in ‘shoppertainment’  through live sessions, where sellers can directly engage with customers and showcase their products in real time. Free shipping and platform vouchers are also available, allowing customers to buy more items while getting more savings.

According to Jonah Michael Ople, Seller Acquisition and Incubation Lead for TikTok Shop Philippines, “Our growing community’s desire to discover and learn about the latest trending items are clearing shelves for brands. From hashtags like #TikTokMadeMeBuyIt and #budolfinds, over 35 billion views speak to how real this behavior is.”

“With TikTok’s unique, diversified and interest-based recommendations, users can easily discover new and familiar products while they watch, create and share content on TikTok, and purchase directly in-app, shortening the buyer journey and maximizing conversion for brands,” Ople said. “Sellers can also easily engage with the TikTok community through in-feed videos and livestreams.”

The growth of SMEs that have taken to TikTok within a short period attests to the platform’s effectiveness. Online seller Hilee (@hilee53), says they’ve been continuously growing in sales, following, and watch time since they started selling on TikTok Shop. What began as an interest in water bottles inspired them to start their own business of selling bottles and mugs, which expanded to other cookware and dining sets. With TikTok’s short-form video, live streaming, and affiliate creator marketing, the brand saw an opportunity to grow its business.

The TikTok Shop 11.11 Maagang Pamasko Sale is the perfect time for Filipinos to do their early Christmas shopping and at the same time, for sellers to start engaging with communities on the platform.

The campaign was shaped in consultation with experts and in accordance with results from a joint survey entitled Global Consumer Attitudes on Mental Well-being with market research firm YouGov, which underscored the need for greater mental wellness support ecosystems amongst adults above 18. 

The survey, which was geared towards further understanding global and cross-generational attitudes towards mental well-being, uncovered people’s comfort levels in talking about their own mental health and what can help them to feel more supported. The findings spotlighted several key challenges that have hindered mental health conversations within the community, including: 

• 42% of global respondents expressed fear that their loved ones would judge them or would not be able to help if they talked to them about this topic.
• 48% of global respondents are afraid that being open about their mental well-being will negatively affect their future prospects at work. 

The TikTok-YouGov survey also cited that a significant number of respondents globally felt comfortable about sharing their mental health struggles if they had close loved ones who were open with theirs (47%) or if they had been encouraged to do so from an early age (31%). 

“Although significant strides have been made in the support of mental health concerns, more can be done to truly normalize talking about it and addressing the issue. TikTok is seen as a vital vehicle towards this goal,” said Toff Rada, TikTok Head of Policy, Philippines. “We all have our unique stories to tell relative to our mental health journeys. TikTok has successfully strived to be a space that continues to cultivate networks and resources of care and concern that give way to crucial discussions about well-being to help comfort and inspire everyone.”

Under the “Mental Well-Being Comes First” campaign, support helplines to local non-profit organizations and resources – like TikTok’s well-being guide, comment filters, and screen time management features –  will be made available to empower users to shape positive digital experiences for themselves. 

Taking this into account, TikTok will be rolling out a new ‘Creator Spotlight’ series, featuring local psychologists and mental health advocates like Cassie Uyoco, Riyan Portuguez, and Miss D who make informative videos around mental well-being, to inspire and empower others in the community to share their stories as well. 

In addition to these resources, TikTok will also be providing an update to its Digital Wellness Hub – an existing one-stop portal that anchors all of its educational initiatives around mental well-being and cyber wellness – to further bolster its offerings to the local community. These include greater access to local support helplines and new videos that provide useful tips promoting mental well-being. 

The hub is anchored on the hashtag #thinkb4youdo, which promotes safe online behavior and encourages everyone to think twice before doing anything on the Internet or before taking on dangerous challenges. The hub also hosts digital literacy tips that can help users make smart choices. The tips come in the form of videos, quizzes, and scenario-based learning content that users can easily relate to.

These initiatives will boost TikTok’s existing safeguards tailored to support users’ mental health, including in-app well-being guides that have been developed in consultation with experts. The platform will also continue to take a two-pronged approach to address potentially harmful content on the platform including measures to remove videos that go against the platform’s Community Guidelines as well as in-app tools that empower all users to block and report inappropriate content. 

Shoppertainment is content-driven commerce that seeks to entertain and educate first while integrating content and community to create highly immersive shopping experiences. This presents an intriguing pathway for brands to revolutionize the way they engage with audiences through video-first, sound-on formats. Analysis conducted by BCG also predicted that Shoppertainment is expected to grow at a 63% compound annual growth rate (CAGR) for markets included in the report, with the top three contributing markets in APAC as Indonesia, Japan, and South Korea.

“The e-commerce experience has always been about bringing the best deals to the right audiences as efficiently as possible. However, consumer purchasing habits are evolving, and people are looking to be delighted online. Nobody wants to be sold to, but everyone will say yes to being entertained,” said Sam Singh, Vice President of Global Business Solutions, APAC. “This presents an opportunity for businesses to embrace Shoppertainment: a content-first approach where brands educate and entertain audiences. Shoppertainment combines content and culture and commerce in a seamless way, allowing brands to engage with audiences throughout the purchasing journey without overtly selling. This allows brands to meet both functional and emotional needs, thereby building stronger and longer relationships.”

Connecting with a digital but distracted APAC

Research conducted by TikTok and BCG found that online experiences have now reached a saturation point for advertising, with consumers citing key pain points in the path to purchase as follows:

1. Inertia to make decisions: 26% of consumers want more time to consider purchases and 46% decide to buy on a different day.
2. Distracted journey with multiple pathways: 89% of consumers research inside and outside the app, 63% need to see content at least 3-4 times, and 85% switch apps while going through the purchasing journey.
3. High skepticism of branded content: 34% are skeptical about branded content, keeping them from making the purchase.

To further understand consumers’ needs, BCG conducted in-depth ethnographic insights and quantitative research, unveiling six consumer demand spaces – intersections of context and consumers’ functional and emotional needs, and dividing them into two main groups. These define what consumers desire when it comes to making a purchase and carry important implications for future brand engagement efforts:

• Functional demand spaces: covers approximately 60% of the entire network of buying and selling, where consumers transact out of habit, focusing on existing products and services without considering new options.
• Emotional demand spaces: covers approximately 40% of the entire network of buying and selling, where change is happening, and consumers are actively considering new products, and making brand switch choices.

By understanding these demand spaces, brands can capture the attention of new consumers as well as re-engage with existing customers through entertainment-first content that inspires and integrates consumers back into their respective online purchasing pathways.

Putting entertainment at the core of commerce

While consumer sentiment varies from market to market, Shoppertainment is likely to grow more rapidly to represent larger shares of the total e-commerce market.

The study revealed that APAC consumers are expecting brands to focus on entertainment before complementing it with clear product information and intuitive paths to purchase to seamlessly drive consumers from awareness, and desire to conversion.

• Fun and entertainment: 81% expect storytelling and educational-first content and 76% are keen on video-first formats. This can be created by influencer and brand collaborations and shown through shoppable TV, livestream broadcasts or even live events online, weaving in comedy to entertain and engage.
• Credible and original: 71% find that authenticity is important in making content engaging. Brands can create an authentic brand sentiment, with credible reviews and open and engaging community conversations that inspire the community through product reviews or unboxing videos.
• Inspiration and indulgence: 71% expect brands not to force decision-making when engaging consumers. Brands must ensure content is associated with interests and hobbies that align with consumers by targeting good feelings and nostalgic recollections that rekindle excitement while building stories around uplifting and engaging themes.
• Trend and community: 65% want to see trusted advice and recommendations on brands online. It is important to include the voices of credible and trusted community experts and facilitate extended conversations between friends and users.

Brands such as CeraVe and Garnier have leveraged platforms like TikTok to build brand awareness and boost sales. In Australia, CeraVe launched two pieces of creator-led TopView content on TikTok. The TopView videos utilized in CeraVe’s launch campaign helped maximize brand awareness in a completely native and immersive environment. Creators who were experts in their fields like dermatology were featured in the creatives. The brand then used In-Feed Ads to re-engage the audience in the For You feed. The campaign generated 15M video views on TikTok, resulting in 84% uplift in brand recall and 29% uplift in brand preference. in Vietnam, Garnier launched a TikTok campaign alongside Gen Z brand ambassador and celebrity, Amee, to promote its new skincare product with a signature music soundtrack and hashtag challenge. The campaign resulted in 283 million video views on TikTok, leading to a 6.6% increase in brand recommendations, ultimately driving a 30% uplift in sales on Garnier’s marketplace in Shopee.

“Shoppertainment can provide the sweet spot for brands to reignite consumers’ purchasing passions in an authentic and consumer-driven way. Aligning brand aspirations with consumer demand spaces, especially at key moments of truth when consumers are seeking new products and experiences, enables highly immersive online experiences that leave a lasting impression on consumers throughout the path to purchase. Brands can then look forward to carving out a lucrative share of the trillion-dollar Shoppertainment opportunity for growth,” said Aparna Bharadwaj, Managing Director and Partner, BCG.