TikTok event reveals platform’s efficacy in fostering organic brand engagement

May 26, 2022 9:48

TikTok for Business AUNZ team held a Discover Commerce 2022 event in Sydney’s Alexandria yesterday. The event hosted several TikTok representatives, creators and strategists to discuss how content marketing on the app is driving commerce.

The event featured talks from several key commerce leaders at the company, including Kim Braganza, TikTok ANZ brand strategist and Jan Hofmann-Cassiani, Tiktok ANZ head of product marketing. The speakers covered the #TikTokMadeMeBuyIt trend, a prolific phenomenon across the app that’s been predominantly driven by organic user engagement. TikTok’s infinite path to purchase loop inspired yesterday’s release of ‘The Why #TikTokMadeThemBuyIt eBook’, which TikTok explains ‘provides insights into the impact of the platform, looking at how the community engages with brands directly, how activity correlates to sales, and provides insight into one of the more prolific hashtags #TikTokMadeMeBuyIt.’

After an opening keynote address, Braganza and Hofmann-Cassiani discussed the ‘ecosystem of engagement’ that defines the consumer journey on TikTok, and sparks the call to action in consumer behaviour.

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Seja Al Zaidi

Seja Al Zaidi was Mumbrella’s finance reporter, spearheading the publication’s coverage on the financials of advertising, marketing and media sectors.

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