Podcast Summary: The CPG Guys

Episode: Discovery Commerce with TikTok’s Mike Westgate

Date: November 29, 2025
Hosts: Peter V.S. Bond (PVSB) & Sri Rajagopalan
Guest: Mike Westgate, Vertical Director of Food & Beverage, TikTok Global Business Solutions

Episode Overview

In this lively episode, Peter and Sri welcome Mike Westgate from TikTok to discuss the evolution of “discovery commerce," especially how TikTok is reshaping traditional consumer journeys in the food and beverage sector. The conversation dives deeply into the platform's role as an entertainment-based discovery engine, not just a social network, and explores how brands—big and small—can leverage creators, data-driven tools, and real-time trends to drive both cultural relevance and measurable business success.

Key Discussion Points & Insights

1. TikTok as an Entertainment Platform, Not Just Social

• Redefining Social Media:
  Mike immediately clarifies TikTok’s mission:

  “Dispel this… kind of common myth that TikTok is social. It's actually an entertainment platform. That's how we view ourselves. And that's why people come to TikTok.” (05:10)

• Impact on Shopping Journeys:
  • Discovery often occurs before intent. People come for entertainment, and inspiration organically leads to purchases.
  • Stats:
    • 170M monthly active US users
    • 81% come to learn something new
    • 61% have purchased something seen on TikTok (05:20)

2. The Rise of Discovery-First Commerce

• From Intent to Inspiration:
  Peter observes that shopping has shifted—from starting with intent to beginning with inspiration. Mike emphasizes:

  “Creators really become the first customer for a brand.” (06:57)

• Creator-Centered Strategy:
  • Brands win by putting creators at the heart of storytelling and activation—creators hold authenticity and trust with audiences.

3. Creator Matchmaking and Content Tools

• How Brands Find the Right Creators:
  Mike details TikTok’s suite of tools:
  • TikTok 1: Allows search by category, performance, audience match
  • Offline & Agency Matchmaking: Still common, especially with known ambassadors
  • Content Suite: Instantly surfaces what’s trending about a brand or category, enables brands to request rights for viral user-generated content

  “It’s like lightning in a bottle... ride that wave of virality.” (07:50)

4. Bridging Entertainment and Transaction

• Transactability on TikTok:
  • Multiple “paths to purchase” (upper-funnel reach, site/app traffic, TikTok Shop in-app buying)
  • TikTok’s “Shop” feature reduces friction and allows instant purchase when interest is piqued

  “If you see a creator post… with a little orange box at the bottom, that's a link into a product detail page… reduces the friction of clicks offsite.” (09:38)

5. Enterprise and Challenger Brand Activation

• Planning and Always-On Strategy:
  Mike urges brands to view TikTok as a living, breathing, always-on channel:

  “Brands that have succeeded...have matched up their product launch or promotional calendar with drops on TikTok.”

• Case Study: Mars & Skittles ‘Popped’

  • Launched with seven top creators, sold out in 48 hours, then used TikTok buzz to gain retail presence (10:39)

• Challenger Brands “Punching Above Their Weight”:

  • Brands like Bloom, Goalie, and Kin Euphorics use:
    • Creator/affiliate networks as their “second sales force”
    • TikTok’s creator marketplace and affiliate tools for matchmaking
    • Content production tools (e.g., Symphony AI) for rapid, diverse content adaptation

  “They give more latitude with their creative briefs to let creators do what they do best.” (15:36)

6. TikTok-Driven Cultural Moments & Business Impact

• Physical Retail Inspiration:
  • Peter highlights Coke & Core Power; creators’ videos led Coke to co-merchandise and drive IRL sales (11:55)
• Kraft Heinz’s “Culture Bombs”:
  • Identified salad & fries trend (“#saladtalk”), led to creation of crouton tater tots via TikTok/Doordash/Instacart launches (14:21)
• Brands Listening to Comments:
  • Poppy, McDonald’s, and Jimmy John’s all respond to comment-driven demand, making product and campaign changes based on TikTok community feedback (27:53)

7. Measurement, ROI, and Modern KPIs

• First- and Third-Party Measurement:
  • Tools for brand lift, sales lift, conversion lift, new-to-brand, via InMarket, Nielsen, and TikTok’s own suites (18:16)
  • Brands are focusing more on units/volume than just CPM or impressions:

    “Today’s economic environment, it’s all about units...The CPM days are very advertising focused but today's needs is units.” (19:03)

8. Creators as Strategic Advisors

• Evolving Role:
  • Creators should be true partners, involved early in product innovation and campaign briefs:

    “The role of the creator is becoming...strategic advisor or a brand steward and sponsor.” (22:56)

  • Creators (including “ordinary” users) provide reality checks and fresh insight for brand messaging.

9. AI & Data Tools to Surface Trends

• Symphony AI: Transforms product images or text into TikTok-first videos, supports multi-language, avatar creation (16:57)
• TikTok Market Scope: Offers funnel measurement, sentiment analysis, keyword tracking to identify where brands should double down (29:32)

10. Common Misconceptions & Practical Advice

• “TikTok is for kids”: Largest/fastest-growing demo is 45+, not teens

  “45 plus is our largest and fastest growing demo.” (32:15)

• Fear of Failure: Platform is forgiving, with early mover advantages

  “Some are afraid to fail. TikTok is a very, very dynamic and forgiving platform.” (32:15)

• Example: Sweet Loren’s accidentally changed their handle—turned it into a viral, positive moment, boosting sales and followers (32:15-33:44)

Notable Quotes & Memorable Moments

• On Changing Briefs for TikTok:
  • “If you're getting more than half to 75% of your brief done without the creative input, that might be a mistake.” (26:58, Mike Westgate)
• On Comment Sections & Community Feedback:
  • “Comments are now equaling commerce.” (27:53, Mike Westgate)
• On Future of Commerce:
  • “I would call it surround sound... thinking how do I surround the user where they are with messaging, product inspiration and ideas about how to engage…” (34:06, Mike Westgate)
• On Platform’s Measurement & Impact:
  • “TikTok isn't just about a vanity play for brands. It actually can drive volume at retail and TikTok has built the measurement mechanisms to prove that out.” (36:03, Peter Vs. Bond)
• On Creators’ Unique Value:
  • “Take advantage of the social cred, the street cred, as well as the knowledge creators have of their audience... Use that as one of your several inputs to actually build your campaign.” (36:51, Shree Rajagopalan)

Timestamps for Key Segments

• Discovery Commerce & Redefining Social: 05:03–06:51
• Inspiration vs. Intent; Creators as First Customers: 06:51–07:41
• Creator Matchmaking Explained: 07:41–09:17
• Bridging Entertainment to Transaction (TikTok Shop): 09:17–10:20
• Enterprise Launch Models (Mars/Skittles): 10:39–11:55
• Physical Retail Inspiration (Coke/Protein): 11:55–12:53
• Challenger Brands & Symphony AI: 15:36–16:57
• Measurement & ROI: 18:16–20:57
• Role of Creators Evolving: 22:43–25:57
• Creative Brief Best Practices: 26:31–27:26
• Comments as Commerce & Real Brand Case Studies: 27:53–29:10
• AI-Driven Insights (Market Scope): 29:32–30:18
• Liquid IV Example & Large Brand Lessons: 30:59–31:43
• Misconceptions and Sweet Lauren’s Story: 31:55–33:44
• Future Predictions (“Surround Sound”): 34:06–34:55
• Final Key Takeaways from Hosts: 36:03–36:51

Final Takeaways

• TikTok’s power lies in merging entertainment, culture, and commerce fluidly.
• Brands must embrace creators as strategic partners and tap into the organic feedback loops the platform provides.
• Measurement and ROI are robust and evolving, enabling CPG brands to drive—and prove—real-world volume and cultural relevance.
  Surround yourself with audiences wherever they are—don’t be afraid, experiment, and let the platform surprise you.

[For further connections and details, see the episode’s digital show notes.]