The rise of TikTok shopping ???

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This week we’re sharing our thoughts on the world of TikTok and the phenomena that is live shopping and how brands are using it for ecommerce to connect with Gen Z on a whole new level.

Let’s dive right in!

Whether you wanted to or not, we were all privy in some way to a TikTok trend or two during the pandemic. In fact, the week before lockdown was announced 278,000 UK users downloaded TikTok on their phones, up 6% from the week previously. Then when lockdown was enforced, UK installations surged by 34% (Source: The Guardian) so it’s fair to say we all became a little obsessed with those short form videos from our favourite influencers, celebrities and fellow humans.?

3 years on and the app continues to grow with the guys at TikTok predicting that 17m of us in the UK will be using it by 2024, so it’s no surprise that brands quickly jumped on and are now utilising this platform to reach Gen Z audiences like never before with a whopping 1.5m businesses in the UK using it to promote their products to younger, more diverse audiences.

Now you’re probably wondering, what does this look like from brands? Exactly how are they tapping into this audience? And the perfect example of this, which is also a personal favourite of our Senior Account Executive Hannah, is live shopping. Imagine QVC but on a social media platform, accessible at your fingertips but hosted by young, trendy influencers. Essentially, social commerce allows users to browse and purchase products directly from social media apps, eliminating the need to navigate to external websites.?Brands like Mo?t Henessy are early adopters, and recently ran a shoppable video campaign via Vudoo, who are leaders locally in commerce content.

It’s clear to see that live shopping has definitely added a different dimension to the way we shop, with 50% of TikTok users making purchases after live streams and a further 50% of users being more interested in branded LIVE content than non-TikTok users. In addition, in a report by Dirt, it was unveiled that brands are remembered 40% more on TikTok than on other platforms (source: campaign).

In a remarkable example, beauty influencer Cariad Ryan generated ï¿¡90,000 in sales within four hours on Black Friday 2022, demonstrating makeup looks live on TikTok.

“I’m partial to a browse on TikTok shop to see what’s available and became particularly interested in its growth once I realised just how many people, I knew were making purchases via the platform. I think it’s an amazing tool that brands should be embracing if they aren’t already not only to boost sales but to also enhance their visibility and awareness in what is becoming a hugely saturated marketplace. PRs should explore the option to put this form of amplification forward to clients as part of DTC campaigns. I’m excited to see how far TikTok can take it and if it shapes our shopping habits for good” – Hannah Motlieb, Senior Account Executive.

Social Media Bulletin

Try this ???? TikTok’s handy new “Cut-out” video editing tool which makes it easier to add an alternative background to your clip by isolating the focus element of the clip.

?Platform news ?????? Despite seemingly losing its growth momentum, BeReal has announced the launch of RealPeople, a feed of updates from notable users, which aims to give audiences access to the unfiltered, unedited, and unscripted moments in celebrities’ lives. We think this sounds fun and could reinvigorate app use.?

?Stats and Facts ?? LinkedIn now has over 1 billion users. Take a look at this 2024 digital report with all the latest social media channels stats and facts here.

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Are you considering the role of TikTok Shop in your marketing approach? Or are you an avid shopper on the platform? Tell us in the comments below.