In today’s omnichannel retail and e-commerce landscape, how is technology and content driving the way brands amplify their reach and transforming brand engagement?
Commerce has undergone a profound transformation. Traditional retail models have evolved into an omnichannel environment where consumers engage with brands across various digital touchpoints — whether on mobile devices, online platforms, or e-commerce sites. As consumers increasingly prioritise value and convenience, online shopping also empowers them to compare products, discover new deals, and make informed purchasing decisions.
According to a TikTok internal study, the impact of this shift in Southeast Asia is particularly striking: 83% of consumers search for products on online platforms, while 75% actively engage with content throughout their shopping journey. This trend highlights the importance of digital platforms and content as the backbone for brands navigating today’s fast-paced market.
Amplifying reach and transforming brand engagement
In a marketplace inundated with choices, the ability to connect on a personal level can truly differentiate a brand and drive lasting success. A thoughtful and comprehensive strategy will be essential for capturing attention and fostering lasting connections with consumers.
To succeed, brands must find fresh and authentic ways to engage their audiences and build a loyal user base. This requires a deep understanding of consumer preferences, behaviours, and the various channels through which they interact with brands.
Digital platforms are instrumental in this process, as they enable brands to curate personalised experiences that resonate on a meaningful level. Through data insights and targeted content, brands can engage consumers in ways that feel genuine, making them feel seen and valued. This approach not only strengthens trust but also boosts brand recognition and motivates consumers to stay engaged across multiple touchpoints.
Ultimately, when brands use digital platforms effectively, they create an ecosystem of ongoing engagement and trust — a foundation for long-term relationships that drive sustained growth and loyalty.
Content-driven commerce is changing the game
Closed-loop shopping ecosystems offer a powerful way to convert this engagement into action. By merging community, content, and commerce into a single, integrated experience, these ecosystems build on the trust brands have cultivated, making it easy for consumers to transition from discovering products to making purchases without leaving the platform. This seamless journey deepens consumer relationships by delivering a connected experience where engagement naturally leads to purchase.
To maximise this momentum, brands can transform hero SKUs—products with organic discovery and creator or consumer endorsements, averaging 30 daily orders in the past month—into super hero SKUs by boosting visibility and sustained engagement to expand their reach and impact.
For example, short video ads and boosted organic videos allow brands to introduce popular products to new audiences in a way that feels natural and engaging. Collaborating with creators to feature these products can also amplify reach and add authenticity. This creates a dynamic shopping experience that not only drives sales but also deepens the connection between the brand and its consumers.
Livestreaming can further supplement this growth, giving brands the unique ability to showcase products in real time while generating excitement among viewers. Through livestreaming, brands can highlight hero SKUs in an interactive format, allowing consumers to ask questions, see products in action, and experience exclusive promotions.
By combining these interactive formats, brands can enhance their reach and impact, cultivating long-term connections that go beyond a single transaction.
How brands have succeeded
Across the globe, leading brands are reaping impressive results. On TikTok, Unilever, for instance, sought to connect with a new generation of Filipino beauty enthusiasts and leveraged Video Shopping Ads to enhance both purchases and engagement within the app’s Shop. This strategy led to a 20% lift in checkout initiations, demonstrating the campaign’s effectiveness in converting consumer interest into actionable sales.
Similarly, Nestlé Philippines found success during its 4.4 Summer Raya Campaign by implementing campaign-exclusive product listings, extended livestreams, and Shop Ads to highlight its agility and innovation. As a result, Nestlé emerged as the leading brand in the F&B category, seeing a 1.9x increase in gross merchandise value (GMV) and a 2.1x uplift in orders during the 4.4 campaign. This campaign not only underscores TikTok’s role as a dynamic platform for growth but also demonstrates the potential of digital channels to drive impressive results in today’s competitive marketplace.
The success of brands like Unilever and Nestlé illustrates the transformative power of digital platforms in driving engagement and sales. As consumer behaviours shift and competition intensifies, brands that embrace these digital tools will not only remain relevant but will also unlock new avenues for success. The future belongs to those who innovate and adapt, making digital engagement not just an option, but a necessity for thriving in the marketplace.
