SOCIAL
TikTok Tests Dedicated Shopping Feed with Users in Indonesia
With TikTok’s parent company ByteDance coming under increased revenue pressure, you can expect to see more eCommerce integrations coming to TikTok very soon, as a means to capitalize on the app’s key opportunity.
Which is already happening in various ways, with the latest test seeing users in Indonesia get access to a new ‘Shop’ tab in the app, which sits alongside their ‘For You’ and ‘Following’ feeds.
As you can see in this example, shared by Watchful.ai, TikTok is now trying out a specific shopping segment, with as much UI priority as its main content streams. There’s also a shopping cart icon in the top right, so you can add items to purchase as you scroll, which points, as noted, to the next evolution for the world-beating video app.
TikTok’s been moving in this direction for a while, which essentially follows the same development process that ByteDance has used for the Chinese version of the app, called ‘Douyin’. The majority of Douyin’s revenue now comes from in-stream eCommerce integrations, which also offers a valuable pathway for creator monetization, via brand partnership integrations that facilitate more organic type promotions in the app.
TikTok’s hoping to integrate the same into its offering, which could help it compete with Instagram and YouTube on creator monetization. Right now, creators can make a lot more money on YouTube, via YouTube’s Partner Program, which pays out billions to participating creators every year. That, eventually, could become an existential concern for TikTok, as it did for Vine before it, because the biggest stars will logically gravitate towards the platforms where they can derive the most benefit,
That could see them de-prioritizing TikTok over time, which is why TikTok needs to make integrated commerce work, while it will also deliver more revenue potential and opportunity, and help ByteDance capitalize on the popularity of the app.
And as noted, ByteDance would be very keen for more income right now. The company has cut thousands of employees in recent weeks as part of a major cost-cutting push, triggered by the Chinese Government’s regulatory crackdown on the live-streaming, gaming and social media sectors.
In an effort to reduce the influence of live-streaming platforms, and reign in tech platforms, the CCP has implemented restrictions on what can be broadcast in live-streams, how much people can spend online, and when people can watch, especially young users. That’s forced many to reassess their use of Douyin as a business opportunity, which has also put the squeeze on ByteDance’s prospects – and amid the broader global economic downturn, the company’s balance sheets suddenly don’t look as great as they once did, and as one would suspect they should, given TikTok ad spend continues to rise.
But now, TikTok likely presents its most valuable opportunity, while ByteDance could also be looking to cash in on such now, before other regions potentially follow China’s lead, and implement similar restrictions on live-stream commerce and activity.
That seems less likely outside of China. But then again, TikTok is under regular examination over its potential harms and risks, with an FCC Commissioner just this week calling on Apple and Google to remove the app from their stores due to concerns over it being used as a surveillance tool by Chinese authorities.
Essentially, TikTok’s future prospects are not guaranteed, which is another reason why ByteDance will be keen to push ahead now, and take in as much revenue as it can from these tools and features.
It’s still working to integrate its full suite of commerce tools, including payment options, along with its integrations with Shopify and other commerce platforms. But you can bet that it’s working quickly, which could present more opportunities in future.
At least, while TikTok remains available, that is.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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