Tik Tok Is Coming For The Holiday Season With New Online Shopping Integration

Published on November 20, 2019

One of the last frontiers of social media is looking to become another platform for businesses to be able to market their products to consumers. Tik Tok, the Chinese-owned video sharing platform that has seen an explosive rise in popularity over the last year, is apparently testing new features that let businesses easily integrate online shopping with the app.

A select number of influencers were given the ability to link to online shops from within their videos. The platform has allowed integration of shopping within ads since earlier in the year, but the ability to let influencers link directly to online shopping from within the app is a new feature being beta tested within the United States just this month, according to AdWeek.

Ad Feature Could Help Influencers Make More Money From Their Endorsements

The feature lets certain influencers link their websites or websites for products they’re being paid to endorse from directly within the post. Users can click on the link and shop for a product from straight within the app—a feature that could let influencers increase the return on their sponsored ads.

Instagram, which recently changed its interface to hide likes on posts, has made changes to work against influencers in recent months to encourage businesses to invest their money straight into Facebook’s advertising platform. Tik Tok, which has become an increasingly valuable tool for both influencers and businesses, is cashing in on those changes by leveraging its rise in traffic over the last year.

Tik Tok Reaches Record Breaking Download Number

The social media app that all but replaced Vine since its death has already reached 1.5 billion downloads since exploding onto the app market in the last couple of years. Tik Tok’s massive download traffic has earned it a spot as the third most downloaded app of the year, just behind Facebook’s WhatsApp and Messenger platforms.

Because millennial and gen z demographics are among the hardest to market to without a fierce knowledge of the rapidly changing trends within internet culture, marketers are seeing increasing value in influencers on social media platforms like Tik Tok. At this rate, influencer marketing will reach a valuation of around $15 billion worldwide, making it one of the biggest advertising strategies in the digital age.

But with ever-changing algorithms and policies on social media, influencers are having to constantly change their strategies and approaches to doing paid ads on social media. Changes on Instagram that have made it harder for influencers to get their content seen mean that more and more are moving to Tik Tok, where the competition is still decently low and a basic understanding of the way the algorithm works can mean that their content is seen by millions of users each day.

Julia Sachs is a former Managing Editor at Grit Daily. She covers technology, social media and disinformation. She is based in Utah and before the pandemic she liked to travel.

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