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TikTok Launches New ‘Order Center’ eCommerce Tracking Hub with Selected Users

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TikTok Updates Ad Policies to Limit Unwanted Exposure Among Younger Users in Europe

Get ready for TikTok to make a bigger push on in-app shopping, with some users now seeing a new ‘Order Center’ panel in the app, which tracks any products that you’ve purchased, looked at, or even, potentially, may be interested in, in the app.

As you can see in this example, posted by social media expert Matt Navarra, the new ‘Order Center’ is now appearing for some users alongside their ‘Edit Profile’ option in the app.

Tap on it and you’ll be taken through to a dedicated eCommerce display, where you can track all aspects of your TikTok shopping experience, including payment details, items you’ve tagged, recommendations, order status, etc.

TikTok Order Center

It’s the latest in TikTok’s shift towards eCommerce, which has already been a winner in the Chinese version of the app. Indeed, the majority of the revenue generated by Douyin, the Chinese variation of TikTok, now comes from in-stream eCommerce integrations, which has also facilitated new pathways for creator monetization, via brand partnership integrations that enable more organic type promotions in the app.

Douyin Stores

As such, TikTok is very keen to push the same in TikTok as well – though recent signs have suggested that western audiences are not taking to social commerce with the same enthusiasm as those in the Chinese market.

Just last week, Facebook announced that it’s shutting down its experiments with live shopping in the app, as of October this year. Meta, of course, has other financial pressures to contend with, and it’s been working to streamline its operations, with a focus on its larger metaverse push instead.

But even so, the fact that Meta’s willing to stop experimenting with live commerce entirely would suggest that it hasn’t been seeing good response to its initial experiments, which may not bode well for TikTok’s plans (note: Meta will continue to push ahead with its live shopping experiments on Instagram).

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But TikTok needs eCommerce to work, especially from a revenue share perspective.

Many TikTok creators have already expressed their frustration at the inconsistent and low payment amounts available via TikTok’s Creator Fund, and without in-stream ads to directly monetize content, it needs alternative angles to provide revenue-generation tools – or it risks losing its top stars to YouTube instead.

And while TikTok is the app of the moment, it could still see a fall from grace if that does happen, and the app’s big stars shift exclusively to YouTube, which has also been seeing strong growth in the adoption of Shorts, its TikTok clone functionality.

Which is why TikTok continues to plow ahead with eCommerce additions like this – despite general lack of enthusiasm for such in most western markets, which has even seen TikTok itself scale back its live shopping ambitions in Europe due to low adoption and internal conflicts.

But for TikTok, this has to happen, and for parent company ByteDance, which is also dealing with the impacts of the current economic downturn, it has to happen now.

As such, you can expect to see a lot more eCommerce options bleeding into your TikTok feed as we head into the holiday push. Whether you want them or not.

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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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