An Ignoble Experiment: Is TikTok really the best driver of social commerce?

Created for ignoble.experiment@arconati.us | Web Version

January 31, 2022

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The Big Story

Is TikTok really the best driver of social commerce?

(Pixabay)

Marketers discuss the social commerce benefits of TikTok with its viral shopping capabilities spurred by hashtags such as #TikTokMadeMeBuyIt, but explain why platforms like Facebook and Instagram are still the major drivers of social shopping. The main takeaway is that TikTok is very much a user-led arena where brands have to be quick to capitalize on organic content, while paid promotions work well on Instagram and Facebook.

Full Story: Ad Age (tiered subscription model) (1/31)

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Full Story: Ad Age (tiered subscription model) (1/28)

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Grey cooks up Bonecoin, edible NFT for Frank's RedHot

(Frank's RedHot/Twitter)

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Full Story: Newsweek (tiered subscription model) (1/31)

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Mike Driehorst

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The way a brand shows up on TikTok has to be so authentic that if you do anything so aggressive in a paid world, anything that is too coordinated, it doesn't work for the platform, that's the power of TikTok.

Amy Lanzi, commerce practice lead North America at Publicis Groupe, as quoted by Ad Age