The new global partnership between TikTok and Shopify marks a new exciting path for the platform, and the development of a much-needed competitive edge against Facebook and its’ family group of apps, which include both Instagram and WhatsApp. Instagram in particular has recently introduced a barrage of shopping-focused features in a move to turn the app into a social commerce centric site.
TikTok has previously attempted to introduce e-commerce features to the platform; experimenting with allowing users to add links to their profile bios, and even launching a ‘Shop Now’ button for brands to add to their video ads. However, the agreement with Shopify will see rapid e-commerce expansion for the app as it will make it easier for Shopify’s diverse range of merchants to reach the younger generation that have found their home on TikTok. The deal will enable merchants to create, run and optimize marketing campaigns on TikTok via the new Shopify dashboard that can be installed using the TikTok channel app from the Shopify app store.
One the app is installed merchants will be able to create a TikTok for Business account and connect it to their TikTok platform. From there they will have access to a variety of interesting ad tools which will help merchants to formulate native, shareable content that can be turned into In-Feed Video ads that will resonate with the TikTok community. The app will provide ad templates specifically designed for commerce, simplifying the experience for merchants substantially. These templates use existing imagery and videos, therefore merchants of varying size will be able to find success using the TikTok channel. Merchants will be offered a lot of versatility in that they will be able to target audiences using demographics and also analysis of user behaviour. They will also be able to track the campaign’s overall performance, as well as budget effectively as the total cost will be solely based on their own business objectives.
What is a TikTok Pixel?
A TikTok Pixel is a new tool that can be installed by merchants in order to help them track conversions driven by their TikTok ad campaigns. The partnership between TikTok and Shopify will mean that the pixel integration will be seamless, and also that merchants will not have to manipulate code. The Pixel in addition to all the other, new commerce features, demonstrates how TikTok is changing its platform in order to become a prime option for e-commerce sellers.
Hashtag Challenge Plus: #ShopBlack
To jumpstart their partnership both TikTok and Shopify are offering merchants $300 ad credit to help them get started with their first TikTok campaign. They have further launched their first co-branded hashtag challenge, ‘#ShopBlack’ , in order to celebrate Black-Owned businesses. For a short period of time in November TikTik users will be able to browse the videos from over 40 different Shopify merchants via the hashtag, and the accompanying branded effect also.
What is Next?
The deal between TikTok and Shopify is set to expand to encompass other shopping features as well. Allegedly there are plans to start testing new features that will exist in-app to help Shopify merchants increase brand exposure and reach through their videos and account profiles. This partnership has clear benefits for both parties, but Shopify in particular stands to gain the most as its’ merchants now have the capabilities of accessing and appealing to the vast, creative, and highly engaged community that currently exists on TikTok.
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