Testing a new product on TikTok in Thailand, round by round
Short answer: Use three rounds. Round one tests the product itself: which points Thai shoppers care about. Round two tests several content angles on a small budget. Round three puts more money behind the winning angle and widens the audience. Change only one variable per round, and decide before you start what result counts as a pass. Change several things at once and you may get some sales, but you won't know what caused them.
New products often start with selling points the team came up with in a meeting room, which may not be what Thai customers care about. Testing in rounds finds out while the budget is still under control.
Round 1: Test the product
The goal is to find which product qualities customers care about before deciding what content will emphasise.
- List several possible selling points along different lines, such as a visible result, convenience, cost per use, or how it feels to use
- Make a simple short video for each point, differing only in the point being tested
- Run a small ad budget over a short period and see which point gets the most clicks, comments and saves
When the Flowup team plans TikTok Shop work, we test the product along several lines over a short period first, and only then set the weight of selling points and the content direction. This article describes the method, not results.
Round 2: Test content angles
Once you know which selling point interests people, test how to tell it.
| Angle | Example |
|---|---|
| The problem | Start with a problem viewers face, then show how the product helps |
| Before and after | Show the result within one video |
| Compared with what they use now | Compare with the method viewers already know |
| Real daily use | A creator uses it in a real situation without hard selling |
Each angle should have several videos from several creators so you don't judge from one video. Put the videos that perform well early into the group boosted with ads.
Round 3: Fund the winner, then widen the audience
- Add budget to angles that pass, and stop those that don't
- Make new videos in the winning angle, because existing ones tire as people see them repeatedly
- Widen the audience step by step, and be careful about starting too narrow, which makes it slower for the system to find buyers
Rules for every round
- Change one thing at a time. In a round testing content angles, don't change price or coupons as well.
- Set the pass mark first, such as a minimum click rate or a maximum acceptable cost per order.
- Don't add up numbers from different sources. The ad system and Seller Center count sales differently; report them separately.
- Have the shop ready before round one: price, stock, coupons and claims on the product page.
Limits
- How many videos and how long each round needs vary by category and budget
- Round-one results show interest, not long-term sales
- This article doesn't explain ad system settings, which change often
FAQ
Can we skip round one? Yes, if data from other channels already shows clearly which points Thai customers care about. If not, round one saves budget in later rounds.
How long do all three rounds take? It depends on budget and how often the product is bought. Plan in weeks, not days.
What if no angle passes? Look at price, size and the shop before thinking up new angles.
Sources
- The round-by-round testing method in this article comes from the Flowup team's work plans.
- How much budget TikTok creators need: https://www.flowupth.com/en/insights/creator-budget-first-round
Related guide: Guides
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
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