With retailers eager to take to TikTok to promote private brands towards a growing Gen Z audience, experts have tips on how to resonate with consumers.
In a conversation at Groceryshop 2022 moderated by Kate Hardcastle MBE, the broadcaster known as “The Customer Whisperer,” Kristin Patterson, head of retail bigbox, NA global business solutions at TikTok, and Vanessa Pham, co-founder & CEO of Omsom, discussed how TikTok can be best used by retailers and CPG brands to promote products effectively. Much of the approach boils down to authenticity, they said.
“On TikTok, we’ve found that our users can sniff out a brand that’s not being authentic,” said Patterson. “People are really wanting to have content that is showing the brand ethos and going a bit deeper. We know that 80% of the folks who are on TikTok really want to hear deeper stories about brands…”
For Pham, whose Omsom brand sells Asian meal starter products, strong storytelling that showcases values, while being authentic, is a key component for standing out on social media.
“Our mission is to honor and celebrate the cuisines and communities that we represent, and I think that maybe 5-10 years ago… that would have been enough for consumers to say ‘this is a mission-driven brand,’” Pham said. “In today’s day and age with Gen Z and the way that consumers are so much more savvy, and their ‘BS meter’ is so much higher, we believe and the way that we exist is to live these values every single day in all the ways that we show up. Part of it is in our visual identity… beyond that it’s the stories we tell every single day on all the various platforms we exist on."