DigiDay has a great story on the rise of TikTok and some of the early social commerce experimentation brands are doing on the platform …
To some, TikTok seems like a digital fad. To others, it’s the next wave of social media. Whatever it is, it currently provides a direct line to the younger generation. While the app continues to grow its base in the US — last February it reported 26.5 million monthly active users — it also is trying its hand at monetization routes. Advertising is one of the most obvious ones, and a natural offshoot of that is e-commerce.
While it’s undeniable that the social video app would love to make money from online retail, its success in the space remains to be seen. And while advertisers have been dabbling with TikTok in the U.S., the e-commerce part is still very much in its infancy. Some retailers have launched branded content campaigns on the app since last year; This past April, Adweek reported that Hollister was testing out TikTok ads that included a “shop now” button, which would bring users to a shopping site inside the app. Other retailers, like Poshmark, have also advertised on the app.
Full story here (tiered subscription model).
