‘Shoppertainment:’ How video-sharing platform is redefining the way brands are connecting with customers and driving sales
Direct-to-consumer technology brand PRISM+ has also reaped benefits taking the shoppertainment approach.
Since its adoption of TikTok Shop, PRISM+’s livestream viewership has seen a fivefold increase, with the 11.11 sale period alone drawing in over 50,000 unique viewers. The product impressions made through livestreams have proven effective as well. PRISM+’s TikTok Shop transactions swiftly crossed the $2.1 million mark following the series of livestreaming sessions leading up to November 2022.
“TikTok comes with the unique proposition of being a digital platform first, and is one of the leading platforms for the livestreaming format,” says Mr Jonathan Tan, founder and managing director of PRISM+.
“The social aspect of interacting with the livestream host in the comfort of their own home is something that appeals to audiences here.”
But TikTok Shop isn’t just a platform for product discovery — its ability to convert these product impressions into transactions is unparalleled, Mr Tan continues.
“Its move to explore the livestream e-commerce space is a seismic one on its part and we can expect the platform to be a major player in this region for many years to come.”
The other reason for TikTok Shop’s success lies in its trademark simplicity. Part of what makes TikTok so popular is its ease of use, which carries over to its e-commerce aspects as well.
“So far, it has already shown a huge glimpse of its promise – offering a seamless experience for shoppers through its integrated checkout facilities, allowing them to toggle between shopping and viewing the livestream uninterrupted,” says Mr Tan.
New fanbase for content creators
This seamless user experience hasn’t just helped brands and sellers find success — it’s been the perfect platform for creators expanding their reach.
Veteran streamer Jeraldine.j is one of shoppertainment’s pioneers, having built up a steady following since 2020.
In keeping with her penchant for striking while the iron was hot, she was among one of the first to jump aboard TikTok Shop.
Having stayed in China for 10 years before, she had personally witnessed the successes of other live streaming platforms, and knew TikTok Shop had all the makings of the next runaway hit.
“I knew the same would happen in Singapore for TikTok, so I knew I had to get myself involved in it when they started pushing live streaming content,” she says.
Her early adoption continues to pay off — her most recent 24-hour livestream secured her over S$500,000 in sales.
Building a following in shoppertainment is not easy, she is quick to say. But TikTok Shop has made hosting livestreaming sessions much easier, with its easy cart out process, simple interface, increased access to vendors and its dual-screen function that facilitates easier collaboration with other content creators.
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