The CPG Guys are joined in this episode by Mike Westgate, Vertical Director of Enterprise Food, Beverage & Alcohol Advertising at TikTok Follow Mike on LinkedIn at: https://www.linkedin.com/in/mikewestgate/ Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktokbusiness/ Follow TikTok online at: https://ads.tiktok.com/business/en-US 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? CPG Guys Website: http://CPGguys.com FMCG Guys Website: http://FMCGguys.com SheCOMMERCE Website: https://shecommercepodcast.com/ Rhea Raj’s Website: http://rhearaj.com Lara Raj in Katseye: https://www.katseye.world/ DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.
