WEBVTT

00:00:00.080 --> 00:00:04.800
I'm sure you saw 'TikTok made me buy it'
which was a community-led moment and

00:00:04.800 --> 00:00:09.040
movement, I would say with billions,
10s of billions of video views.

00:00:10.800 --> 00:00:14.840
We're joined by Sunava from Pacvue and
Lorry from TikTok.

00:00:14.840 --> 00:00:20.640
Welcome both, Lorry,
Pacvue's integration into TikTok shop is

00:00:20.640 --> 00:00:26.160
like a real moment in terms of digital
discovery commerce.

00:00:26.440 --> 00:00:28.840
I mean,
just tell us what you make of that term.

00:00:28.880 --> 00:00:33.280
What what do you understand by it and why
is this becoming such a big part of your

00:00:33.280 --> 00:00:34.360
strategy for TikTok?

00:00:35.080 --> 00:00:35.800
Absolutely.

00:00:35.800 --> 00:00:38.080
TikTok is 117 million

00:00:38.080 --> 00:00:43.160
users in the United States,
over a billion people using the app globally.

00:00:43.520 --> 00:00:48.360
Lots of users engaging with one another,
commenting on videos and creating content.

00:00:48.680 --> 00:00:52.360
Now comes TikTok Shop,
the ability for merchants to showcase

00:00:52.360 --> 00:00:54.760
their products,
talk about their brands

00:00:54.760 --> 00:00:56.760
and for users to discover those.

00:00:57.320 --> 00:01:00.600
In addition to that,
creators can also demonstrate,

00:01:00.600 --> 00:01:02.800
talk about the products they love.

00:01:03.520 --> 00:01:08.240
I'm sure you saw 'TikTok made me buy it'
which was a community-led moment and

00:01:08.240 --> 00:01:12.480
movement, I would say with billions,
10s of billions of video views.

00:01:12.840 --> 00:01:19.320
And so there's an incredible opportunity
for businesses to be part of that users.

00:01:19.680 --> 00:01:24.760
I think it's over two-third of our users
who claim that this is covered a product

00:01:24.760 --> 00:01:28.680
or a merchant they are not planned to
purchase from on TikTok.

00:01:28.680 --> 00:01:32.240
So a great deal of, I suppose,
benefits to the merchants,

00:01:32.240 --> 00:01:35.040
but also users discovering brand new
things.

00:01:35.480 --> 00:01:38.360
So fantastic opportunity to bring this
world together,

00:01:38.360 --> 00:01:41.840
whether it's through cell- phone,
video or live shopping as well.

00:01:42.320 --> 00:01:45.080
TikTok made me buy it,
you couldn't buy advertising like that.

00:01:45.080 --> 00:01:45.960
That's amazing.

00:01:46.200 --> 00:01:49.600
So for companies like yours,
you see that kind of influence.

00:01:50.000 --> 00:01:54.640
Just explain why this has now become so
key to your retail strategy.

00:01:55.400 --> 00:01:58.480
We don't almost,
we don't think of it as a retail strategy

00:01:58.480 --> 00:01:59.800
versus a social strategy.

00:02:00.080 --> 00:02:02.880
I think theoretically those are distinct
things,

00:02:02.880 --> 00:02:06.440
but we look at it as an almost an upper
funnel

00:02:06.440 --> 00:02:08.480
to lower funnel - full funnel journey.

00:02:08.480 --> 00:02:15.000
So you start by with discovery, commerce,
finding new products, virality,

00:02:15.000 --> 00:02:18.320
and then you're like, ok, great,
I've discovered the new product.

00:02:18.320 --> 00:02:20.080
Now where do I fulfill that product?

00:02:20.320 --> 00:02:22.160
Where do I transact and get that product?

00:02:22.800 --> 00:02:24.520
That's where you go more on the retailers.

00:02:24.800 --> 00:02:27.600
So at Pacvue,
we already have the retail ecosystem

00:02:27.600 --> 00:02:28.800
pretty much cornered.

00:02:29.120 --> 00:02:30.200
That's our bread and butter.

00:02:31.120 --> 00:02:35.240
We feel like that's incomplete without
working with partners like TikTok and

00:02:35.240 --> 00:02:38.120
bringing that social discovery into the
weave.

00:02:38.240 --> 00:02:41.240
And Lorry,
for companies who are looking to make

00:02:41.240 --> 00:02:43.880
discovery commerce part of their strategy.

00:02:43.880 --> 00:02:45.120
What advice would you give them?

00:02:45.120 --> 00:02:45.320


00:02:45.480 --> 00:02:46.600
How should they be going about it?

00:02:46.960 --> 00:02:51.400
A couple of advices #1 work with experts
in the field,

00:02:51.400 --> 00:02:56.920
work with companies like Pacvue to really
double down on how to make the most of

00:02:56.920 --> 00:03:01.120
your opportunity #1 #2 shop Ads.

00:03:01.120 --> 00:03:06.400
We can increase distribution of content
through TikTok Shop Ads to reach an

00:03:06.400 --> 00:03:09.520
audience that is qualified,
that is engaged,

00:03:09.520 --> 00:03:12.960
and that's going to be interested in
converting.

00:03:13.280 --> 00:03:17.360
And so working with experts to understand
the tips and tricks,

00:03:17.360 --> 00:03:20.920
but also tapping into the full potential
of shop ads.

00:03:21.080 --> 00:03:25.120
Leveraging GMV Max,
which is also a way to automate other

00:03:25.120 --> 00:03:29.680
than media buying,
will really maximize chances of growth

00:03:29.680 --> 00:03:31.600
and helping businesses in that way.

00:03:32.320 --> 00:03:33.960
Sunava, what advice would you give them?

00:03:34.560 --> 00:03:38.600
Yeah,
I would say like if you've got a content

00:03:38.600 --> 00:03:42.440
strategy, it's double,
double down on that.

00:03:42.880 --> 00:03:46.680
Work on content that's going to resonate
on the shop and that's quite different

00:03:46.680 --> 00:03:50.360
than some of the traditional content you
worked on in the past, as a brand.

00:03:50.680 --> 00:03:53.640
Second thing is GMD Max, as you said,
great opportunity.

00:03:53.640 --> 00:03:58.560
New ads by TikTok, AI layer,
base layer optimize a lot.

00:03:58.560 --> 00:04:02.640
Spend a lot of time optimizing that,
learning the basics and leveraging that.

00:04:02.760 --> 00:04:03.680
Excellent advice.

00:04:03.680 --> 00:04:05.280
Thank you both very much for joining us.

00:04:05.280 --> 00:04:07.400
Sunava and Lorry,
it's been a real pleasure.

00:04:07.960 --> 00:04:08.400
Thank you.