Connect with us

SOCIAL

TikTok Tests eCommerce Potential with ‘Small Gestures’ Virtual Gift-Giving Process

Published

on

tiktok tests ecommerce potential with small gestures virtual gift giving process

TikTok has launched a new initiative called ‘Small Gestures‘ which enables users to send free, virtual gifts from a range of brand partners within the app.

TikTok Small gestures

As explained by TikTok:

By collaborating with our brand partners on this new program, we’re able to give users a platform to feel connected with their friends and family through the small gesture of sending a gift to someone who might need it most. And thanks to our generous partners, these ‘Small Gestures’ are offered free for all TikTok users to send gifts up to three separate times.

Free? Yes – although the gifts on offer are fairly promotional in nature, without playing down their significance.

Among the gifts available in the app are:

  • A 90-day subscription to Adobe Premiere Rush
  • 1-month free DashPass subscription
  • 90-day trial subscription for Pandora
  • 2-month Premium Membership for Skillshare

So, it’s not physical products, they’re the kind of promotional or ‘freemium’ type offers many of these businesses use to get more people onto their books. But still, they are offers nonetheless. And they’re free, so no complaints. 

To send a Small Gesture gift, TikTok users need to search ‘Small Gestures’ on the Discover Page in the app. You then need to tap on the purple banner for the program, and from there, you can select the offers you want to send. Tap on the offer, send it via message, and you’re done.

And while the stated aim of the program is to “provide comfort and “thinking of you” reminders to friends and family while we’re apart”, another element at play here is TikTok’s gradual evolution into eCommerce.

Advertisement

As we’ve noted previously, short-form video is notoriously difficult to monetize, with virtually no capacity for interruptive ads, and pre-roll promotions easy to skip. That means that TikTok needs to look to alternate promotion options, to both monetize for its own revenue purposes, and also to provide income streams for top creators.

In China, the Chinese version of the app, called ‘Douyin’, has seen significant monetization success via eCommerce integrations in the app.

Douyin eCommerce

Douyin reportedly generated over $122 million in revenue last year, mostly generated by eCommerce – which is more than 2x what TikTok brought in. And it’s clear from TikTok’s approach that this is also where it’s headed.

Already we’ve seen TikTok testing out its own eCommerce tools and external linking options in order to provide more revenue generation options for creators, while it’s also launched an influencer marketplace to promote this element.

TikTok Marketplace

TikTok is also promoting influencers as a more effective outreach option via its own TikTok ads posts.

That makes sense, but it will take more work, and involve a lot more complexity, for TikTok to establish an effective revenue generation stream through UGC and eCommerce integrations than it would to simply insert ads.

That means that it’ll take time, and the longer it takes, the more potential that some of the platform’s top creators will drift off to YouTube and Facebook instead, where they can make big money straight away. And with YouTube also looking to build its own TikTok clone, that could be problematic – unless TikTok can establish its next stage faster.

Which, maybe the ‘Small Gestures’ process will assist with. 

Advertisement

If TikTok can start to establish transactional processes on the platform, that could help to lead users into new habitual behaviors, which will then connect into its eCommerce push. It’s essentially expanding on the activities that users can undertake within the app – you start with virtual gifts, then the transition into real, purchased gifts feels more natural, and makes more sense within the context of the app.

It’s a small part of the process, for sure, but it provides enhanced promotional opportunities for partner brands right now, while working to highlight the potential of the same systems for the next phase of direct shopping in the app.

As such, it’s a clever promotion from TikTok, and it may help to shape the next phase for the platform.  

The ‘Small Gestures’ initiative is currently only available to US users.

Socialmediatoday.com

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

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

Published

on

By

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.

Advertisement

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.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

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

Published

on

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.

Advertisement



“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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

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.

Advertisement



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.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS