TikTok has revolutionised the way we consume content, turning from a simple entertainment app where we would learn viral dance challenges, practical jokes and follow people’s life journey’s, into a powerful shopping tool for brands and businesses. In 2021, TikTok launched TikTok Shop, allowing businesses to sell directly through the app. With features like in-feed shopping ads, live-stream shopping and product links in videos, TikTok has made it incredibly easy for users to make purchases from the comfort of their own home, without even needing to leave the app.
The platform excels at creating a sense of connection between content creators and users. This connection is now being translated into purchasing behavior, as users are more likely to trust the recommendations and product placements from influencers and creators they follow. Product placements, unboxing videos, and tutorial-style content have created a new era of digital marketing. Consumers are now more inclined to purchase items they see on TikTok, not only because of influencers' endorsements but because the shopping experience is so seamless- buying is just a couple of clicks away and if you are a returning customer, it is even simplier!
Is TikTok Shop right for your business?
TikTok Shopping is not just tailored to large businesses. Businesses with smaller budgets can also benefit from this platform. TikTok offers a low-cost opportunity to help build brand awareness and reach millions of potential customers organically. Of course, when you start discussing influencer endorsements, the cost will rise as some of these influencer’s do not come cheap, however the benefits of doing this and doing this right, can definitely provide a long-term return on investment for any business, regardless of their size.
Another area that TikTok Shopping is great for is helping your brand get discovered by the right audience. With TikTok's algorithm prioritising content that resonates with users over follower count, a small business with an engaging video can easily go viral, driving sales without the need for a hefty ad budget.
Is TikTok all sunshine and rainbows?
Of course it comes with its challenges. With more and more brands utilising the platform, it is becoming increasingly more difficult for brand’s to stand out, unless they have a unique product offering or strong, loyal following.
Additionally, privacy concerns and the use of data for targeted advertising are hot topics. TikTok has already faced scrutiny over its data handling practices, and as it grows its shopping capabilities, it will need to navigate these issues carefully to maintain user trust.
TikTok Shopping is a dynamic force in the world of e-commerce. By merging entertainment with shopping, it has created an innovative and user-friendly way for businesses to reach both new and existing customers. As more brands tap into TikTok’s potential, it will continue to reshape how we discover and purchase products online.
Embracing these changes and understanding the power of authentic, engaging content will be crucial for staying ahead in this rapidly evolving digital marketplace.
So why not give it a go, what have you got to lose?
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