TikTok’s taking the next steps in its growing eCommerce push with a new business registration option that will enable brands to list their business category on their profile, while also giving them early access to new business features.
As you can see in this screenshot, shared by social media expert Matt Navarra (via Yasser Massod), some TikTok business profile managers are now able to access the new business registration option in their Business Suite settings.
As TikTok explains, this is not the same as a verification badge, in providing an extra level of assurance and authority about your business identity. But by registering your business through this process, which requires the user to enter various additional company details, you can then display your business category on your TikTok profile, which will provide another way for TikTok to both gather data about business users, while also categorizing pages into different segments in the app.
That could help in the next stage of its eCommerce listings, by better highlighting different businesses, and showcasing them to relevant users. It could also help to communicate what your business does, and make it easier to drive purchase action from profile visitors.
eCommerce is the next big step for TikTok. With short-form video providing fewer ad placement opportunities, TikTok needs to provide alternate means of revenue generation for creators, in order to keep them posting their clips, instead of heading to YouTube or Instagram instead, which have more established revenue-share systems.
In-stream shopping has been the key avenue on this front for Douyin, the Chinese version of the app, which now generates the majority of its revenue from direct purchases in-app. TikTok’s looking to follow suit, with the expansion of its eCommerce listings, as well as live-stream shopping, Shopify integration, and various other commerce-related projects now well in the works for the rising video app.
Business registration is a lesser element in this respect, but the option to share your business category adds an extra level of authority to your in-app presence, while also better communicating your offerings to users.
We’ve asked TikTok for more details on the option, and what the early access element entails, and we’ll update this post if/when we hear back.
Brand creatives: The forgotten workers struggling with burnout
Photo by Tim Gouw / Unsplash
The demand for quality content continues to rise and this is putting an added stress on creators. Analysts are predicting this year to be the longest selling season seen for many years. This presents little reprieve for creators.
While businesses everywhere are focused on work/life balance, that’s a luxury most creators do not have. Recently, Digital Journal posted an article about ‘hustle culture’ and the dangers this presents to employees in the long-term. Central to these concerns was burnout. Yet burnout is also an issue for the sell-employed and within this category, those working in the creative arts standout.
Social Media Creatives are people who carve out creative posts which are intended to be shared by a brand on their social media platforms, designed to help the brand to reach out more fully to their target audience.
Creator burnout encroaches on creator wellness, which is not only a threat to the creator, but also to brands and ultimately the consumer.
For example, 66 percent of creators indicated that burnout is affecting their mental health . The likelihood of this is related to the platform used. Here, Instagram is the leading platform driving burnout with 71 percent of respondents experiencing at least some level of burnout.
Another source of emotional strain is with constant platform changes. These were cited by the survey respondents as the leading cause of anxiety amongst 72 percent of respondents. Another area scoring high, with 64 percent of people, relates to a lack of quality and creativity. In turn this creates pressures, for 53 percent of the survey admitted their passion for content creation has decreased in the past year.
Pressure of work are manifest in the need to be only for prolonged periods of time. Hence other reasons for burnout included never turning off social media, the pressure of losing followers, and the pressure of earning a paycheck. These pressures are driving just under half (49 percent) of people to rely on alternative income streams to alleviate the stress and anxiety.
Although there are no ideal coping mechanisms, measures like dedicating specific times for posting and scheduling time off can help.
Commenting on the findings, Carissa Finders, Influencer Partnerships Manager, Awin Group tells Digital Journal: “There is a clear pattern of burnout among creators and many feel there is little support from social platforms to help them cope.”
This support, says Finders, should be led by brands, noting: “In order to combat the anxiety and burnout, brands will need to work closely with creators to develop the best resources for them to passionately create and engage their audiences. Our goal in working with our creators is to facilitate these brand partnerships to make sure the creation and execution of influencer campaigns continues to be as smooth as possible for both parties.”
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