TikTok Calls There Are Changes In Consumer Trends In Sobhitment 2024

The launch of the 2024 Softtainment report from TikTok (photo: Rana/VOI)

JAKARTA As one of the platforms used for business, TikTokmenya realizes that content is very useful for attracting consumers. Therefore, the term Softtainment appears.

Sluggishtainment is a combination of hospitality and sustainability. More specifically, TikTok Indonesia's Head of Business Marketing, Sitaresti Astarini, said that, (Scoottainment is) the behavior of commerce or trading that content drives.

This marketing strategy is centered on content, but Sita says that this content cannot be created arbitrarily. There are several trends that need to be considered so that TikTok and Accenture release the 2024hoopertainment report.

With the making of the report, TikTok wants to explain that expectations and consumer behavior have shifted in Asia Pacific, especially in Indonesia. The first change that Sita explained was the shift in expectations.

Currently, consumers do not like content showing advertisements explicitly. Based on the results of the Accenture survey, 6 out of 10 people are not interested in buying when they see content that really shows promotion.

In line with these changes, consumers prefer emotional relationships withbrand to build loyalty. Unfortunately,brand doesn't pay attention to this desire because they pursue fast marketing.

"There are more and more consumers, who are trying to get faster to build an emotional connection with them. They don't want to keep selling them," explained Sita.

The next change TikTok highlighted is changes in consumer behavior. Currently, consumer shopping cycles have changed. If previously users were very impulsive about advertising, now they tend to be intuitive.

This means that consumers will not buy it immediately when they see product content. They will observe, find out, analyze, and consider their goods first. It is possible that they are interested in others when doing this.

The next change that is considered quite important is consumer confidence in the content community. From this community, they can find the same product needs and when they try, they can influence other people.

Consumers in Indonesia are indeed influenced by things that the community is talking about. The existing trends, products that are suddenly popular, show that Indonesian consumers are easily influenced by the community on TikTok, "said Sita.

Of all these changes, TikTok wants to show that all of Asia Pacific brands using TikTok have the same opportunity to attract consumers. They can take more advantage through consumer trends on content.

TikTok predicts that the Gross Merchandise Value (GMV) suspension will grow to 1 trillion US dollars (Rp15.7 quadrillion) in 2025. From this opportunity, Indonesia has a profit opportunity of up to 27 million US dollars (Rp426 trillion).