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TikTok Invites Selected Retailers to Expanded Shops Push

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TikTok Invites Selected Retailers to Expanded Shops Push

After initially testing its in-app shops with selected brands in the US last year, TikTok is now expanding access to its in-profile product display option, with some retailers receiving this notification this week.

As outlined by TikTok, it’s now looking to invite more businesses into its shop test, before a broader roll out to all US retailers.

As per TikTok:

TikTok Shop is your one-stop ecommerce solution for driving sales and brand growth on TikTok. With TikTok Shop, users are able to discover and purchase products from their favorite creators and brands in one seamless experience. With 83% of users saying that TikTok plays a role in their purchase decisions, it’s more important than ever to make your brand and products discoverable to the fastest growing community in the world.”

As noted, TikTok first partnered with selected US businesses on shops last November, which saw a dedicated shop tab added to their profiles.

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TikTok Shops

TikTok first launched Shops in the UK in 2021, and in Southeast Asia shortly after that. And while it continues to steadily expand on its in-stream shopping functionality, it hasn’t been a massive hit for the app just yet.

In-stream shopping has been a winner in China, and has become the key revenue stream for the local version of TikTok, called Douyin. But for whatever reason, Western audiences haven’t shown the same inclination towards in-app shopping, with TikTok struggling to gain traction with its various pushes on boosting shopping take-up.

Though it has gained traction in Indonesia, a key growth market for the app.

As reported by Rest of World:

TikTok Shop reportedly racked up a gross merchandise value of $4.4 billion across Southeast Asia over 2022, powered by a network of agencies who ‘manage’ livestream presenters and shopfronts.”

Live stream shopping has been a massive hit in Asian regions, especially China, but try as it might, TikTok hasn’t been able to gain the same traction in Western markets, which has seen it scale back its broader shopping push, in favor of this more measured, slower roll out of in-profile product displays.

Will that eventually lead to greater take-up of in-stream shopping? It still seems unlikely, because while online shopping, in general, is expanding steadily over time, there remains a real resistance among shoppers to going all-in on the process.

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Even after the pandemic, when online shopping reached record highs due to lockdowns, consumers didn’t stick with it, which doesn’t bode well for a broader shift anytime soon.

It seems that Western consumers are largely stuck in their ways, and still, for the most part, prefer walking the aisles and seeing the items that they’re buying. Which, as noted, is still gradually shifting towards more online purchases, but it’s likely to remain a gradual progression, as opposed to people suddenly taking up more in-stream buying processes.

Scams, distrust of platforms with our data, threats to security – all of these remain factors that have slowed broader adoption of live shopping.

TikTok may be able to negate them, to some degree, but with TikTok itself under scrutiny over how it may or may not share data with the Chinese Government, it seems unlikely to be the platform that truly breaks through in this respect.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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