Ray Cao: preference

Transcript context

…Just to close the thread on this, so you're talking about one of the benefits of TikTok ads is awareness-building basically more top of funnel. I know you also focus a lot on taking action, not just brand awareness. There's also a lot of, so maybe talk a bit about that, just like that's also a big part of advertising and TikTok. Yeah, I think the beauty of word-of-mouth is actually that word-of-mouth leads to actions. So I think TikTok, we oftentimes people are thinking that, oh, TikTok is really good for building awareness, building upper funnel or some of the discovery funnel. But I really want to say that we want to prove, and also we already proved that from the studies we have seen from third parties that we're driving actions at the same time, and this is literally the ambition we're trying to really talk to out of the advertisers, especially on the commerce front, that shopping and TikTok shop and shop ads. It is actually the proven points that we see. And also, this is not necessarily coming off of our illusion, right, because we see there was a biggest trend on TikTok is "TikTok made me buy it." We have billion level views on that. It's continue growing and this literally inspire us to do this product. Like I said, one of the very important things here is we drive our product by listening to our user and see the behavior from them and we see the behavior and now we're trying to capture that and provide the best service to our user and also help advertisers to reshaping their product. So I do think that this year people will see us more as a full funnel solution platform rather than only building the brands because we want actually impacting on full funnel for our advertisers. Again, driving their business result is more important to us. Say a startup is starting to think about advertising on TikTok, maybe they've done some Google ads and Facebook ads. What do you recommend they plan for in order to just see if this could work for them? How much time should they give it? How many ads should they run? How much budget should they allot to just explore this as a growth channel for them?…

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