TikTok short video publishing app, popular
among teenagers allowed
their users to buy items related to sponsored hashtags.
A new feature called Hashtag Challenge Plus allows companies
Sell products directly to users of the application.
The first company to test the new feature was the American supermarket chain Kroger. The retailer launched a challenge called #TransformUrDorm. In its framework, students were invited to publish a video of “before and after” repairs in the hostel. The company also campaigned for them to buy goods, such as toasters or popcorn makers, through their in-app page. The hashtag Kroger received more than 447 million views on hundreds of videos published in the service.
Brands and retailers are already quite actively experimenting with
influence marketing campaigns
in the application. For example, beauty brands use TikTok to reach users.
under the age of 24 years. Among the representatives of this business category, their campaigns in
the service has already launched Sephora and TooFaced.
According to ByteDance, in
Russian monthly TikTok audience
is 8 million users. They watch 10 billion videos a month. Average
Russian user spends 39 minutes a day in the application.
In the first quarter of this year, the TikTok app received the largest number of downloads in the AppStore worldwide.