How to nail TikTok Shop in 2024 & the death of single clips
SCREENSHOT Media
A next gen media company and social media agency. Market leaders in understanding + creating content for the social gen.
Welcome back to The Anti-Gatekeeper, you’ve just unlocked your no-holds-barred pass to the Gen Z zeitgeist, curated by the mavens at SCREENSHOT.
?? No gatekeeping here, just straight-up, unfiltered insights ??
What to expect:
Monthly insights piece ??
Each month, we hand the mic over to a SCREENSHOT guru to shed light on the latest digital phenomena captivating Gen Z’s hearts and minds. This round, Scott Bowley, our Business Development Lead and visionary behind the scenes, takes centre stage ??
TikTok Shop—say it, and you’ve got everyone’s attention. Love it or dread it, 2024 is shaping up to be the year of the TikTok Shop takeover, sending brands into a FOMO-induced spiral. As Scott takes you down the rabbit hole of how TikTok Shop is rewriting the e-commerce playbook, a word of caution: despite its breakthroughs, it might not quite hit the mark as much as you think.
From a case study on one viral makeup brand’s TikTok Shop strategy that resulted in a 106% sales increase and a quadrupled following, to a trust gap with Gen Z consumers that needs bridging, become as clued in as Scott by hitting the link ???
Meme of the month ??
Just when we thought February couldn’t surprise us anymore, the meme world delivered a last-minute gem. Amid news of Kate Middleton’s abdominal surgery, the internet’s imagination took a wild turn, sparking rumours that the Duchess might have opted for something else instead… ??
On 17 January 2024, Kensington Palace’s announcement of Kate Middleton’s abdominal surgery sparked widespread speculation, with details of the procedure left undisclosed. The Princess’ subsequent absence from public view turned her situation into an internet mystery. In no time, hashtags like #WhereisKate echoed across social media, as the internet played detective.
The intrigue deepened on 27 February, when Prince William cited a “personal matter” to miss King Constantine’s funeral, fueling further speculation. Social media, particularly X (formerly Twitter), was abuzz with theories suggesting Middleton was recovering from a Brazilian Butt Lift (BBL), complete with memes about her potentially new, headline-worthy silhouette. Gotta love the internet, huh?
Platform push of the month ??
As we say goodbye to February, we’re flipping the script with a look at a platform ‘unpush’. Don’t say we never surprise you… ??
In a digital era where content is king, the rules of the realm are ever-evolving. This month, we’re spotlighting a move by TikTok that’s been kept under wraps—but, of course, we spotted it. It seems the video-sharing app has taken a page out of Meta’s rulebook with a strategic 'unpush' of single clips.
This latest pivot focuses on elevating content quality over quantity, curbing the rise of mere content aggregators. By limiting the reach of single clips that fail to deliver added value—be it through an on-screen narrative or the inclusion of audio elements—TikTok is signalling a shift towards more meaningful engagement.
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So, you heard it first: single clips are out, long live content with added value ??
OMG data moment ??
Did you know? Despite 80% of Pinterest’s users hailing from outside the US, international markets only contribute to 20% of its revenue. To tackle this, Pinterest has unveiled a strategic ad partnership with Google, marking it as Pinterest’s second third-party ad collaboration, after joining forces with Amazon in 2023.
This move is a game-changer for brands using Google Ads, offering them a chance to tap into Pinterest’s vibrant, globally dispersed audience. With the potential for enhanced ROI and higher conversion rates, the partnership allows ads via Google’s Ad Manager to be seamlessly integrated within Pinterest. This means users clicking on these ads will be whisked away to the advertiser’s site for a smooth purchase journey.
The rollout of this innovative ad integration began recently, showing promising early results. Mirroring the gradual introduction of Amazon’s collaboration, the Google partnership is set to unfold over the coming quarters, aiming to significantly uplift Pinterest’s international revenue… ??
SCREENSHOT win of the month ??
What did we say? Zero gatekeeping here! Peek into our owned and operated channels’ top-performing post, dissected for your learning pleasure. Oh, and get ready for a WIN of your own ??
This February, SCREENSHOT's TikTok account struck gold with a deep dive into the world of Nara Smith, a Mormon influencer who's captivating audiences with her viral homemade recipes and traditional wife (tradwife) lifestyle.
Our explainer video on Smith has been a runaway success, amassing more than 7.6 million views and over 320,000 likes to date. But the engagement didn't stop at views and likes; the post was shared 2,600 times, saved by users 17,200 times, and sparked over 4,500 conversations in the comments section. This win underscores the importance of authenticity and niche-focused content in breaking through the digital noise.
Another win that stood out in February was our video tackling the viral yet toxic discourse surrounding Timothée Chalamet’s supposed “twink death” or “glow down.” SCREENSHOT’s critical take on this absurd discussion not only highlighted the importance of body positivity but also quickly rose to become the second top-performing video for all Timothée Chalamet-related content on TikTok within just 3 days of posting. If that’s not major, then we don’t know what is…
Overheard in the office ????
Towards the end of February at SCREENSHOT HQ, the air was filled with a mix of nostalgia and forward-thinking analysis as we turned our focus to the end of an era: the closure of Vice.com ??
VICE’s cultural impact is undeniable, which is why many were saddened when it was announced that the publication would lay off hundreds of workers and halt publishing on its flagship website, VICE.com.
While disheartening, this news did not come completely unexpected. VICE had long lost its title of digital media darling and instead had been stuck in a downward spiral for the past few years, due to budget cuts, a bankruptcy filing in mid-May 2023, and a $350 million sale to Fortress Investment Group. In light of this, Staff Writer Abby Amoakuh takes us through SCREENSHOT's homage to what was once a millennial media powerhouse, revealing its lasting resonance with Gen Z.
Let’s chat! ??
Curious to dive deep into the minds of Gen Z? ?? We’re all ears and ready for a chat! Drop us a line at [email protected] and let’s get the conversation started!