TikTok Looks To Capitalise On Its Influencer Base With Social Commerce Pilot

TikTok Looks To Capitalise On Its Influencer Base With Social Commerce Pilot

SUMMARY

TikTok is testing a new ad format to connect advertisers to influencers

Videos on TikTok will likely soon be accompanied by a call-to-action button for shopping

TikTok recently crossed 2 Bn download mark globally and 611 Mn downloads came from India

Facebook checked it out with Instagram, and now TikTok is taking it for a spin. One of the biggest social platforms is finally testing the waters with shopping links in videos. Just over a year after shopping was launched on Instagram, short-form video sharing platform TikTok is reportedly testing a new ad format to connect advertisers to prominent influencers. Under the plan, videos of influencers will be accompanied by a call-to-action button letting consumers shop for products.“Influencers work with brands directly and earn because of their following. But in TikTok’s model they would earn only a small share of the revenue that too only in the case of a purchase. The revenue earned this way would be much lesser than the standard cost per video price,” said Vasudeva.“Even if TikTok enters the space, they may not make much headway or they may have to spend a lot of time and money to make headway,” Vaitheeswaran added.

This will be a first for TikTok, which has primarily been an advertising-oriented platform, but opening up commerce could unlock a slew of opportunities for influencer-led campaigns and ad formats.

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