A video-sharing social network popular with teens will offer the ability to sell products directly in the app.
If before TikTok limited to advertising, then in the near future users will be able to receive purchase offers directly in the video they are watching. It will soon be possible to make purchases without leaving the application.
An example of the use of new opportunities was a post on Twitter by Fabian Bern, the founder of the Chinese agency Uplab. It demonstrates how a viewer watching a video of a dog in a panda costume can click on the video and be immediately taken to the page of a store that sells such costumes.
Such a feature has already been present in the Douyin application (the Chinese equivalent of TikTok) since 2018. And now the company is starting testing sales in the application for the US market. For now, the ability to sell items will only be available to a select few sellers. In theory, each of the tens of millions of TikTok users would be able to set up their own store and sell products through videos. But whether such an option will be implemented for all users and when this may happen is still unknown.
TikTik is not the first social network to implement such experiments and look for ways to build relationships with brands. In the current year Instagram has tested the ability for users to embed links into their photo or video content for direct purchase through the app, without having to go to any external resources.