What kind of TikTok content gets people to buy at 7-Eleven?
Short answer: Content that sends people to buy at 7-Eleven has to do three jobs: make shoppers recognise the product, make them want to try it, and say clearly that it's available at 7-Eleven. Splitting videos by job, and measuring each job with its own numbers, works better than asking one video to do everything.
When the Flowup team plans content for a product already on 7-Eleven shelves, we split it into these three jobs: the first makes people remember it, the second invites people to play with the product so they want to try it, and the third is set in the moment of buying at the store. This article explains the thinking, not the result of any one project.
Job 1: Make it recognisable
The goal is for people to remember the name and the pack when they walk past the shelf. These videos should be short, easy to repeat, and use what people already remember, such as a song or phrase the brand uses in other media. If the brand already advertises elsewhere, let TikTok build on that instead of starting a whole new story.
Measure with: full-view rate, how often people say the product name in comments, and searches for the product name on TikTok.
Job 2: Make people want to try it
The goal is for people to feel the product fits their life. One way is to invite people to do something with it, such as a mix or a new way to eat it, because people remember what they do better than what they just watch. Another is to have creators the audience trusts show real use in situations viewers know.
Measure with: how many people copy or post their own version, saves, and comments saying "I want to try it".
Job 3: Say where to buy
The goal is to turn interest into a store visit. Videos should be set in the buying moment, such as taking the product from the store fridge or carrying it out of the store, and say clearly that it's at 7-Eleven. Ads boosting these videos should be limited to areas with stock.
Measure with: comments saying "I bought it", and sales per store per day in advertised areas compared with areas without ads.
How to balance the mix
| Product stage | Jobs to focus on |
|---|---|
| Just listed, nobody knows it | Jobs 1 and 3 |
| People are starting to know it, but sales haven't risen | Jobs 2 and 3 |
| Selling, and you want to expand to new areas | Job 3 in new areas, Job 1 ongoing |
There is no single right ratio. Use each job's numbers to decide where to add or cut next round.
What not to do
- Fake in-store situations, such as staging an empty shelf to look sold out. Shoppers feel misled, and it may cause problems with the retailer.
- Rely only on review videos. Reviews say what the product is but not where to buy it.
- Count views as sales. Views show people saw it, not that they went to a store.
Limits
- This article describes a way of thinking; there are no project results we can publish
- Measuring the effect on in-store sales needs data from the distributor, which not every project has
- Prize activities need a legal check before running
FAQ
Do we need a TikTok Shop? No. If the goal is in-store sales, content can send people to the store without a product link in the cart. If you also have an online shop, its data helps show how interested people are.
How many creators should we use? Decide by the job, not by headcount. Job 1 needs people who make memorable videos; Job 3 needs people the audience follows in daily life.
How long before we see results in store? At least one cycle in which people see the videos several times and have a chance to visit a store. Plan measurement in rounds of several weeks.
Sources
- The way content jobs are split in this article comes from the Flowup team's work plans.
Related guide: Listed in 7-Eleven Thailand but Not Selling?
Get Flowup to help: Use TikTok to drive 7-Eleven Thailand store sales
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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