Monday, March 4, 2024

Putting the TikTok into your campaign

Salesforce has announced a new partnership with TikTok, enabling brands access to 7.38 million users.

The partnership is said to make it easier for Commerce Cloud merchants to engage with the TikTok community, including advertising to users and making their products more discoverable.

“TikTok is home to a new kind of commerce experience, where community, entertainment and commerce blend, creating unique opportunities to engage with consumers and drive impactful results,” says Melissa Yang, Head of Ecosystem Partnerships at TikTok.

“We’re thrilled to be working with Salesforce to make it easier than ever for merchants to be discovered and authentically connect with the TikTok community.”

Reaching social-media-savvy shoppers

Salesforce says nearly one in 10 purchases are now made on social media, and that number is only increasing.

With social commerce becoming an increasingly important channel, the partnership aims to present an opportunity for businesses to understand today’s social shoppers and curate highly-personalised content for TikTok’s 1 billion monthly users.

“Forward-looking brands need to have a presence anywhere their customers might want to meet them,” says Scot Gillespie, GM of Commerce Cloud at Salesforce.

“The boundaries of commerce must extend beyond any single channel and, on the back end, data has to flow across those channels so companies can deliver connected experiences efficiently.”

How it works

The partnership will enable merchants to seamlessly and efficiently build their presence on TikTok by:

  • Supercharging merchandiser productivity with automated smart product feeds through a rich in-app experience. Merchants can get their products published quickly and easily on TikTok via a diverse array of catalogue-focused advertising solutions with simple one-click set up, which will sync pre-existing Commerce Cloud catalogues on TikTok.
  • Delivering world-class personalisation and ad conversion efficiency with TikTok Pixel, which makes it quick and easy for merchants to analyse ad performance and optimise campaigns for improved product discovery. Advanced Matching also lets merchants better match TikTok ads and build audiences for retargeting.
  • Elevating the customer journey with dynamic video and collection ads to inspire new audiences across channels.

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