TikTok has released a new marketing guide for SMBs.

1. The CPG opportunity on TikTok

TikTok’s ability to grab attention and its powerful ad solutions, give CPG brands the perfect conditions to grow.

• 70% of users feel part of a community on TikTok
• 82% of users have discovered a small or medium business (SMB) on the platform
• 52% of users have gone on to purchase from their newly discovered SMBs

01 → 1 in 3 users on a CPG journey have bought a product because they saw it on TikTok in the last year.
02 → 1 in 2 users say they subscribe to a brand loyalty program or membership (54%) or signed up for repeating orders such as auto-ship (47%) since joining TikTok.
03 → 3 in 4 users say that price helps them decide which online retailers to buy from.
04 → 70 % of users say that free shipping is important when buying products online.

2. Reach objectives with TikTok

Ads Manager allows brands to take control over their campaign performance in order to meet their business goals.

• Brands can set up TikTok Pixel to track the entire user journey and measure ad performance, helping them optimise campaigns for increased traffic, engagement, or conversions.
• Custom Audiences allow brands to target users who have already interacted with their business. Brands can upload their client profiles or use audiences from their TikTok ads to reach their ideal customers.
• Video Shopping Ads combine TikTok’s smartest ad features to maximise performance.
• LIVE Shopping Ads blend the brand impact of a live shopping event with real-time feedback for a full-funnel approach.
• With Catalog Carousel, brands can put their most eye-catching products front and center for users to browse and swipe in their preferred way.

3. Creative tips for CPG brands

• The hook (first 3–5 seconds): Create content that informs, engages, and solves problems.
• The meat (middle 10–20 seconds): Showcase USPs, highlight benefits, and bring the brand's personality to the forefront.
• The closer (final 3–5 seconds): Use a strong call to action, summarising the main message.

Create stellar brand videos and ads with minimal experience using CapCut, TikTok's all-in-one video editing platform.
Speak users' language by experimenting with TikTok-native narratives that make brands and products shine.

4. Set up a media plan for success

CPG brands are always relevant on TikTok – build a media plan calendar that supports the business goals all year-round.

For the full marketing guide, visit tiktok.com.