Mobile Product Marketing
By Olivia Knott
Nathalie Nahai wrote, “over time, whatever the domain, we build up a general set of rules about the world based on our previous experiences, until eventually these become automatic”. Before people used their phones constantly, how would we know about new products? Typically, people would look to magazines, newspapers, email, televisions, and radio advertisements. In 2024, a lot of product marketing is done through your mobile phone. I mean it makes sense, our phones can basically be considered an attachment of ourselves. Think about the times you have scrolled through Instagram and saw a product’s ad, have an email come through on your phone about a new deal, or had an ad come through while watching a YouTube video on your phone. It happens so much it is basically automatic to shop through our phones. This shift of product marketing is taking a new form on the app TikTok
What is TikTok Shop?
TikTok has become a prominent social media platform where user watch, create, and share videos that are a minute long or less. In 2023, TikTok created a new function of the app to be used for product marketing. The ‘TikTok Shop’ is a feature as a tool for creators to have a new revenue streams by selling entirely on TikTok. Previously, creators would link the products being promoted to third-party websites. This would also create additional fees and contractual obligations through selling platforms like Amazon or Facebook Marketplace. Not only is product marketing easier for content creators but, this also creates a better experience for the user.
How it Works
For the content creator also known as the ‘influencers’, this is a chance to create income. TikTok Shop offers an affiliate program that connects creators and influencers with sellers. This connection can allow the creators to earn commissions through commission-based product marketing
Targeting the Users
In one of the more recent updates, the TikTok shop is now promoted on the home page for the app. Previously, you were just able to see ‘For You’ of generated new content and ‘Following’ which is the people you follow. TikTok shop was intentionally placed on the page that pops up when users first open the app. When a user goes to the shop, they can search what product they are looking for. There are even recommendations for what to shop for with categories like ‘trending’, ‘things you might like’, or ‘almost sold out’. Everyone who uses TikTok, is aware about the shop feature because of how much it is promoted on the app.
“68% of Gen Z adults in the US are willing to make a purchase on TikTok, putting it in line with YouTube and just behind Instagram (71%)”
How are the products being marketed?
Live Video
Live video is a tool where a creator can broadcast themselves to their followers or the public. Products can be worn, shown, or used in the live as an ad. With this, the product is typically linked in the live by the creator. This gives users the opportunities to click on the link and be directed to TikTok shop. There someone can select the product they want, pay, and have it shipped and delivered to them.
Posts
Products can also be reviewed in a post whether it be through pictures or traditional videos. Influencers can directly talk about the product in their video or they could simply just have it featured in the video. As long as the product can be seen in the video, it can be linked. With this, sometimes that isn’t even the case. As mentioned earlier, influencers can have contracts with brands to market their product or service. So an influencer can make specific videos for that product or they can even just link it in any of their posts. It is more effective to post about the product and link it, but Influencers can supplement this but linking the products in all of their posts.
Profiles
When you click on someone’s profile, before you would see that user’s content, reposts, and likes (typically based on their privacy setting). But now, you can see that in addition to that user’s TikTok shop as apart of their profile. User’s can look at anything that person has linked to their shop.
Hashtags
TikTok Shop is also promoted through hashtags like #TikTokMadeMeBuyIt and #IBoughtItonTikTok to create a buzz for the new shopping experience.
Final Thoughts on TikTok Shop
Mobile Product Marketing has evolved a lot with the credit of apps like TikTok. The introduction to e-commerce for TikTok’s platform has opened new opportunities. This experience changes the way marketing has been done in the past and paves the way for new technology for the future.
