Social commerce is a rapidly growing industry with most consumers using apps like Instagram as their main tool for product discovery.
However, one app that has taken over the world during the past year, TikTok.
In January 2021 alone, TikTok had over 315 million downloads and overall, it has been downloaded over 2.6 billion times (reported by Sensor Tower in December 2020). As a result, brands have taken to the app to find ways of promoting and selling their products to the masses.
TikTok is a video sharing social media platform that has proved itself a phenomenon with GenZ audiences. It is highly likely that you will have seen dance routines or heard a song on the radio that initially went viral on the platform. On TikTok, content can go viral in seconds with the biggest influencers possessing nearly 32.7 million followers and receiving 46 million likes for a 60 second video.
So, how are brands and businesses using the app for streaming commerce? There's the obvious, link in bio to e-commerce sites, tagging product links in the comments etc. But the most effective technique?
Here's how brands are using shoppable video on TikTok to drive sales.
Shopify’s partnership with TikTok is likely the first of many integrations with ecommerce platforms. Merchants can connect their TikTok for Business account to Shopify to generate in-feed shoppable posts from videos. Once signed up with TikTok for business brands can create any of the following:
Other ad formats include:
Smartzer MINI Shop:
Smartzer Interactive Experience
SHEKOU Clothing: Shoppable Ads
New Zealand brand, Shekou, uses TikTok ads to their full extent. The brand takes advantage of viral styles and trends and inputs them into their branding to reach new and existing customers on the app. The clickable 'Shop now' call-to-action encourages viewers to click through to the e-commerce and make a purchase without leaving the app. When the 60 second video finishes, viewers can 'Shop now' or 'Replay' the ad. The 50% off sitewide banner advertises big discounts suited to GenZ audiences.
Pepsi: Branded Hashtag Challenge
Pepsi’s #ThatsWhatILike campaign encouraged consumers to do what they enjoy freely and unapologetically. This could be anything from wearing over-the-top clothing, dancing badly to enjoying an unconventional snack or simply enjoying a Pepsi. The campaign resulted in over 13 billion views and reflected the TikTok trends by encouraging silly, fun and viral videos that included Pepsi in some way. Through this format of streaming commerce, Pepsi achieved mass, free advertising and world wide brand conversation.