Emily Freed, general manager, U.S. agency, at TikTok for Business, captured the shift. “You’re making strategy decisions, not reporting,” she said.
Creator commerce is also changing Henkel’s view of the traditional campaign. Parsiegla shared that the company is exploring TikTok-first launches for some new and exclusive products, an approach he said would have been hard to imagine six months earlier.
Freed pointed to the broader opportunity of opening another route to consumers.
“The incrementality of having a net new marketplace that is performing so well and allows you to distribute product in new and different ways— that is sort of the magic for most brands,” she added.
Parsiegla noted that TikTok Shop activity appears to spill into other channels, supporting Henkel’s view that the platform is reaching new consumers rather than simply shifting existing demand.
Henkel’s experience points to a broader shift in creator-led commerce. As creator activity grows beyond the traditional campaign model, brands will have to get faster at recognizing what’s working, deciding what deserves investment, and applying those lessons across the business.
