TikTok Video Marketing Feature Links Products to Any Posts, Not just Influencers
TikTok is testing a feature that could make all posts shoppable, the social media company’s latest move to create a multibillion-dollar U.S. e-commerce business.
The new feature uses technology to identify objects in a video automatically. Then it encourages viewers to “find similar items on TikTok Shop” by clicking into a page of products, according to screenshots and posts viewed on the app by Bloomberg. Previously, only approved influencers and brands could tag products when they posted content to the app.
A TikTok spokesperson confirmed the feature is an early test.
The Chinese social-media company last year launched the U.S. version of TikTok Shop—an effort to combine the ease of shopping on Amazon.com Inc. with the product discovery afforded by social-media sites like Instagram. The new business is a top priority for TikTok, which aims to sell $17.5 billion worth of goods in the U.S. this year, people familiar with the matter said earlier this month.
The launch of Shop so far has received mixed reviews.
Our Take On the News
Companies have been trying to integrate interactive product placement marketing into video for years… The difficulty is making the video interactive. It works in gaming apps. But not everyday video yet.
The idea is as your are watching a video and see a pair of sunglasses on a movie star that you like, click on the glasses and buy them. Hasn’t really worked well yet and this test on TikTok hasn’t gone that well yet. It will eventually happen. Is it ready now? What are your thoughts?
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