TikTok, the popular social video platform founded in 2016, has launched shoppable elements within its app. Content creators can include links to ecommerce listings such as Amazon within bios or video captions. Shoppers clicking these are then redirected to the relevant purchase location without leaving the app. It is unclear whether TikTok is generating revenue from this development via affiliate programs. Snapchat recently announced it will begin targeting retailers and D2C brands with Dynamic Ads.
TikTok is Chinese-owned and has taken the US by storm with its addictive short video and easy to use interface. There are already 26.5 million monthly active users in the US, skewing towards younger individuals, with 60% aged between 16 and 24. Other social platforms have also been adding ecommerce features to their platforms as of late, with Instagram and Pinterest among those making in-roads here.
TikTok’s ascendance in the US has been rapid, with the platform gaining users and minting new stars as influencers for its content at a pace not seen before. At the very least, brands should be monitoring the platform for mentions and relevant content. Brands considering top of funnel marketing activity should look to build out their own presence on the platform, as well as consider contracting relevant influencers to get a head start on what is set to be an Instagram-level influence platform.
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