TikTok – the social platform for making and sharing videos – has taken the world by storm. It spread like wildfire, especially among Gen Z, but you’ll find TikTok-ers of all ages due to the platform’s engaging (addictive!) user experience.
In an ever-changing world, brands need to be responsive. That often means meeting consumers where they are, surfacing adverts that are relevant and are an authentic fit for the platform.
Salesforce announced, mid-year, that Commerce Cloud will become tightly connected to TikTok with a turnkey solution, to serve up adverts to boost e-commerce sales. How far has the integration come since?
The successful pilot, which commenced in July 2022, led to becoming generally available in September. Here’s more on the Salesforce and TikTok integration capabilities.
“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.”
– Melissa Yang, Head of Ecosystem Partnerships, TikTok.
TikTok + Salesforce Commerce Integration
Salesforce B2C Commerce Cloud is now tightly connected to TikTok using a turnkey solution (i.e. plug-in-and-play for the most part). The solution, comparable to a launchpad, provides all you need to get up and running with TikTok e-commerce adverts – “with a click of a button, you can create or link your TikTok for Business account, TikTok Ads Manager and TikTok Business Center”.
TikTok for Business is a module inside the Social Channels Extension:
- Publish your site catalog to TikTok: Make your products discoverable on TikTok using an automated B2C Commerce job to send products to TikTok, including product updates/deletion, keeping catalogs centralized. The guided campaign set-up allows you to also apply custom settings, such as refresh time and frequency.
- Capture shopper activities using TikTok Pixels or the Events API. Enrich the data with additional information about website visitor actions, such as the total price of an order or product name and category.
- TikTok for Ads experience: Leverage shopper activities to segment prospective shoppers, and optimize campaigns towards high-value customer actions (including retargeting).
- Additional actions can occur in Commerce Cloud (and/or Marketing Cloud), such as sending an offer.
- Report on Return on Ad Spend (ROAS) and Value Based Optimization (VBO).
Availability
- Generally available for Salesforce B2C Commerce Cloud customers. Having either SiteGenesis or Storefront-Reference-Architecture (SFRA) is a prerequisite.
- Regions supported: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Poland, Portugal, Spain, Sweden, United Kingdom, United States – with more potentially coming in the future.
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Summary
The ‘next gen’ of Salesforce Commerce Cloud came with the tagline “make every transaction more profitable”, during the Connections ‘22 event.
When part of a connected experience, commerce becomes more lucrative for both consumers and organizations; consumer expectations are met throughout the journey, from discoverability all the way through to order and fulfillment. This is why connecting adverts (the discoverability stage) to the rest of the process is crucial.
Personally, I’m curious to see the uptake of this integration over the next year. With 25 Billion views and counting for #TikTokMadeMeBuyIt perhaps this is an untapped goldmine for B2C Commerce Cloud customers.