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TikTok Lays Out Plans for New eCommerce Integrations as it Eyes the Next Stage

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tiktok lays out plans for new ecommerce integrations as it eyes the next stage

While TikTok continues to grow, it still remains at risk of losing its top creators to other, more established platforms if it’s not able to provide adequate monetization tools and options.

Both YouTube and Facebook provide more ways for creators to make money, and while TikTok now has the audience, its advertising system is not up to the same stage to compete on this front, which will become a bigger problem over time, if that gap can’t be addressed.

Key to this will be eCommerce options, and establishing more direct connection between creators and monetization opportunities. TikTok has already taken steps on this front, via its initial integrations with Shopify and Walmart. And now, according to a new report from The Financial Times, the platform’s looking to add some new tools to facilitate more eCommerce opportunity, and maximize its revenue options on this front.

As per FT, TikTok has briefed advertisers on three new eCommerce integrations coming soon to the app:

  • A tool that lets its most popular users share links to products and automatically earn commission on any sales
  • The ability for brands to showcase catalogs of their products on the platform
  • “Livestreamed” shopping, a mobile phone version of television shopping channels, where users can buy goods with a few taps after seeing them showcased by TikTok stars

All of these tools have been in testing, or live development, for some time – though not all in the US market.

The first option has been a key element in the monetization of the Chinese version of TikTok, called Douyin, which now generates the majority of its income from in-app commerce (as opposed to ads).

Douyin shopping

The new process will simplify such listings, and formalize the link/commission process, which will make it easier to facilitate partnerships with top creators – and crucially, provide an immediate, direct way for users to monetize their on-platform efforts.

TikTok has also been testing in video commerce links for some time, which, as noted, was advanced last year with its new Shopify partnership.

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TikTok x Shopify

The new catalogs option would provide another presentation advancement on this front, likely via an added tab on selected profiles and video clips, linking through to an in-app showcase of sorts.

Which could look similar to the last innovation – live-stream shopping – which TikTok tested with Walmart back in December.

TikTok Walmart

As you can see in this example, posted by Turner Novak, TikTok’s live-stream shopping experience adds a product overlay on the video playback, which can be expanded to see more products that viewers can immediately buy in-stream.

As noted, given the need to ensure that its creators can make money, in order to stop them drifting off to other, more lucrative platforms, and the established path for eCommerce already in place within Douyin, its little surprise to see TikTok looking to follow a similar path, and you can expect to see these innovations coming sooner rather than later as a result.

Despite the app’s ongoing growth, last year was hugely disruptive for TikTok, with the ban in India, the almost ban in the US, and various other challenges, outside of the over-arching pandemic. Those additional challenges likely slowed the development of its monetization options, but as noted, in order to keep its big stars posting, it needs to ensure that they can generate similar income to what they’d be able to on other platforms, or it risks losing a massive chunk of its audience very quickly.

That’s what happened to Vine, and TikTok is well aware of that failure. As such, it needs these options to be added soon to further its ongoing growth. 

Socialmediatoday.com

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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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