Clorox Leverages TikTok Shop for Consumer Insights

🌟 From Scroll to Shelf: The INKEY List's Discovery Commerce Playbook The traditional funnel is collapsing. Discovery, education, and purchase are now happening in the same scroll, forcing brands to rethink how consumers find and buy beauty. The INKEY List is emerging as one of the clearest examples of this shift, scaling rapidly on TikTok Shop by prioritizing education, creator communities, and long-term engagement over short-term virality. 💡 Key insights from: • Colette Laxton, Co-Founder, The INKEY List • Emily Caine, Head of Beauty, TikTok Shop UK 📝 Sophie Pitt Read more: https://lnkd.in/eEu6epE7 #BeautyBusiness #TikTokShop #Ecommerce #ConsumerTrends #BeautyIndustry

Monumental founder Jamie Love argues brands are measuring TikTok Shop wrong: its real value is discovery, not direct sales, with shoppers finding products on TikTok and buying elsewhere. He makes the case that standard attribution models systematically undercount that return. Get the full breakdown: https://lnkd.in/eqq3TrrP #CreatorEconomy #InfluencerMarketing #TikTokShop #SocialCommerce #CreatorEconomyNews

Is TikTok Shop creating the next generation of consumer brands? TikTok Shop is changing how brands grow. Instead of relying on traditional retail, brands are building awareness, trust, and sales through creators, short form videos, and live shopping. The biggest winners won't just go viral, they'll build loyal communities.

New GlobalData Plc research shows TikTok is becoming one of retail's fastest-growing product discovery channels, prompting retailers to rethink marketing strategies, creator partnerships and where they invest to reach shoppers. 

Brand resonance is a hot topic for a lot of marketers right now. With crowded markets, AI changing how shoppers discover products, and consumers being hit with ads everywhere they look, finding the right way to connect isn’t easy. One format that continues to stand out is live shopping. Platforms like TikTok and Whatnot have significantly increased brand engagement over the last year by making shopping interactive instead of interruptive. Why does it work? Because it doesn’t feel like traditional advertising. The shopper is in control. There’s real-time engagement, product education, and even a little FOMO when something sells out or the moment passes. More challenger brands are using live shopping as both a revenue driver and a way to reach entirely new audiences. I think it’s here to stay, and the brands that invest early will have a meaningful advantage. #liveshopping #socialads

Consumers rarely move directly from awareness to action. They research, compare, evaluate—and revisit their options along the way. In his latest article, Jeff Williams explains why the consideration stage deserves a bigger share of the media budget and how engaging consumers during the “messy middle” can strengthen brand preference, improve conversion efficiency, and reduce reliance on increasingly expensive lower-funnel tactics. Read the full article to learn why the mid-funnel is becoming one of the most important drivers of marketing growth and efficiency. https://lnkd.in/gjsGCzw6 #MediaStrategy #DigitalAdvertising #MarketingStrategy #CustomerJourney #MidFunnel #PerformanceMarketing

Every parent knows… a car seat is never just a car seat. Buy one and a stroller conversation starts. Buy a stroller and a highchair follows. Somewhere in there a nursery gets furnished. For brands running performance, acquisition or cross-sell campaigns, the win is capturing the whole spending sequence, not a single conversion. Toys"R"Us and Babies"R"Us audiences just launched on Flow's Audience Marketplace, built on real purchase behaviour. One purchase in this life stage triggers five more. Show up for all of them by reaching the right audience in the moment that matters. Start planning your next campaign: https://lnkd.in/dwtJjFvV

Consumers aren't giving up on luxury. They're redefining it. Alex Nisenzon explores how TikTok Shop has become the driving force behind the "Little Treat Economy," where economic pressures are shifting consumer spending toward smaller, more intentional indulgences. By blending entertainment, education, product discovery, and purchasing into one experience, the platform is changing how shoppers engage with premium beauty, wellness, fragrance, and home products. The report also highlights how real-time social commerce data can help retailers and brands better understand where discretionary spending is flowing, allowing them to make smarter merchandising and assortment decisions. https://hubs.li/Q04p-kxP0 #RetailStrategy #SocialCommerce #ConsumerTrends

One thing I've learned is that the best campaigns usually aren't built around finding more customers, they are built around finding the right moment. I read in AdExchanger about Papa Johns' latest campaign, and it was definitely an interesting read. Instead of broadly targeting pizza lovers, they partnered with NBCU and Instacart to identify HH's that were likely running low on groceries and then served custom CTV creative at the moment those consumers were most likely to be considering their next meal. Whether the campaign ultimately succeeds or not, I think the strategic thinking deserves a lot of credit. Too often, campaigns become "spray and pray." We build broad audiences, optimize after the fact, and hope the algorithm finds the right people. This campaign flipped that approach. It started with a hypothesis about consumer behavior, then built the audience, creative, and measurement around that idea. My only questions would be around scale and speed. A highly qualified audience like this is naturally going to be smaller, which likely means higher CPMs and a shorter activation window. It also means you'll probably need more time before enough data accumulates to make meaningful optimizations. These aren't criticisms. They're simply the tradeoffs that come with precision. Personally, I'd rather see more campaigns like this that begin with a thoughtful strategy than another broad buy that relies on optimization alone to find performance. What do you think? Would you trade broader reach for a smarter, more intentional audience if it meant paying a little more? Or have you tested campaigns built around similar behavioral moments? #Programmatic #AdTech #CTV #AudienceStrategy #PerformanceMarketing #MediaStrategy