The CPG Guys are joined in this episode by Mike Westgate, Vertical Director of Enterprise Food, Beverage & Alcohol Advertising at TikTok.
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Mike answers these questions:
1. Mike, you’ve talked about TikTok leading a new era of “discovery commerce.” Can you unpack what that means and how it’s shifting traditional consumer journeys?
2. Historically, shopping started with intent — now it begins with inspiration. How should CPG marketers rethink their strategies in this new discovery-first model?
3. How is TikTok helping brands bridge that gap between entertainment and transaction — from a “fun scroll” to an actual purchase?
4. Food & Bev has exploded on TikTok — from viral recipes to emerging brands. What’s fueling that momentum?
5. Can you share an example or two of how leading Food & Beverage brands are using TikTok to stay culturally relevant and drive measurable business results?
6. How are challenger brands — maybe smaller or niche players — using TikTok differently to punch above their weight?
7. TikTok has become both a cultural hub and a shopping destination. How do you see this evolution shaping advertiser needs and consumer behavior through 2026?
8. Creators have become essential to the platform’s ecosystem — how do you see their role evolving as commerce becomes more embedded in content?
9. What are some of the biggest misconceptions you still hear from brands about TikTok — and what’s your advice for those trying to get it right?
10. If you had to summarize the “future of commerce” in one phrase or prediction — what would it be?
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