Social Status 15/11/2024
TikTok Live Shopping: Get In Our Basket
TikTok is on a mission to make live shopping the new norm, and they’re moving fast.
In the last few years, live shopping has exploded across Asian markets, driven by influencers and tech giants. Now, brands across Europe are looking to capitalise on this trend, as leveraging live shopping has become a powerful way to connect with customers on a deeper, more personal level.
Real-time shopping via live video, mixing product demos, audience interaction, and instant purchasing, is skyrocketing. Brands are tapping into younger, impulse-driven audiences, and the results? Well, they’re pretty much off the charts. With over half of Gen Z shoppers buying on the platform, it’s clear: livestream shopping is the here and now, not the distant future.
This week, Garnier hosted a livestream with Davina McCall. She brought her usual spark, keeping viewers glued to their screens and reaching for their wallets. This is what we call "shoppertainment", where selling meets entertainment. Case in point: P. Louise, the beauty brand that raked in $2 million in just 12 hours on a livestream. That’s right, $2 million 🤯
But here's the catch: it only works if it feels real. Today’s shoppers don’t want a hard sell, they want an experience. They want to feel like they’re not just buying a product, while also making new friends. The brands that get it right will make their audience feel part of something fun and authentic.
So, what’s the secret? Keep it real, keep it fun, and leave the hard selling at the door. Pick hosts who vibe with your brand, focus on engagement over pitch-perfect sales, and let the content do its thing.
Ready to go live? 👀
💭 Thought Starter
TikTok is tied with Instagram as Gen Zers’ top destination for social commerce with more than half (54%) planning to shop for holiday gifts on the app this year... Are your products listed on TikTok shop yet?
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