Hey there,

We’ve talked a lot recently about TikTok Shop’s potential to dominate the app.

And a new test from TikTok signals that they’re tripling down on shoppable posts.

This feature has the ability to make all video posts shoppable and would identify, tag and recommend products automatically. This would happen without brand or creator approval via Shop.

It’s safe to assume that many users wouldn’t be thrilled about shopping links creeping into non-affiliate content. Some critics attribute TikTok’s surprising dip in monthly active users to pushing for sales too hard and too fast.

Should brands change course with TikTok Shop? Our take:

• Keep prioritizing authentic creator content. Shoppable posts or not, consumers can smell an ad from a mile away. Spotlighting real voices and genuine reviews is more important than ever. TikTok’s mantra of “Make TikToks, not ads” comes to mind.
• Removing restrictions could mean more reach. Currently, creators need 5K followers to add a Shop link to their posts. This feature would remove that requirement. Anyone who posts about a product could see a Shop link added to their video, meaning more links & more reach for brands.
• TikTok is leaning into Shop, which could give your content a boost. But don’t put all of your eggs into TikTok Shop’s basket. Remember: Shop is still only four months old in the US and some TikTokers are already tired of TikTok Shop spam. Brands should be optimistic but mindful of where their creator marketing efforts go. 

Check out the full story here!

Photo Credit: Social Media Today

Raw reactions and unscripted reviews are proven to boost TikTok ad performance.

And this post from @bananabonani is a top-tier example of Spark Ads in action

The creator starts by sharing her struggles with ADHD. She even admits to locking her phone away to help her focus. That is until she discovered the Opal app.

Her hilarious app demo and relatability kept us glued to our screens. This is exactly how getting “real” translates to amazing ads.

The post gained so much attention (7.8 million organic views) that the brand Sparked the video to keep its momentum going.

What we love: 

• The video is seriously simple. Less is more with Sparked content. Sometimes posts with the least production value translate to the best ads.
• The video wasn’t made to be an ad. The creator’s disclaimer (“This is not an ad at all, but if you want it to be, hi Opal!)” builds a sense of trust with viewers. The brand’s decision to promote the post was made after the fact.
• The brand capitalized on an already-viral post. Opal saw the video taking off and snagged the opportunity to juice it with ad spend. This is exactly how you tap into organic UGC and squeeze more from what you already have.

Check out the full video here!

Photo Credit: @bananabonani

Fact: TikTok reported $10+ billion in consumer spending last year.

And with TikTok doubling down on shoppable videos, there’s never been a better time for brands to cash in. 

That’s why we’re bringing back our most popular webinar of all time (How Brands are Driving Sales on TikTok) to help!

Learn how to turn TikTok into a performance marketing channel with actionable insights, including the strategies your competitors already know.

We’ll cover:

• Dos and don’ts of posting on TikTok as a brand
• How to create content that influences shoppers to take action
• Why brands are going all-in on Spark Ads
• The latest TikTok marketing trends to grow your account
• And more!

Social news moves fast! Here are a few headlines to keep you in the loop: 

• • 📲 TikTok prompts users to download a new, TikTok Search shortcut
  • 🎵 Universal Music Group is slated to pull Taylor Swift, Harry Styles and many more from TikTok’s music library due to AI and artist pay concerns.
  • 🏞️ Are horizontal videos on the horizon? TikTok is pushing for creators to start posting in landscape mode.
  • 👯‍♀️ Instagram tests its “Flipside” feature which makes it easier for users to switch between their “finstas.”
  • 🤖 Despite rumors, Google has NOT pulled the plug on its generative search rollout.
  • 🎥 Amazon’s latest ad format is predicted to drive $5 billion in annual revenue.

Want more social news? Subscribe to The Social Crumb and get bite-sized social news delivered to your inbox bi-weekly.

Looking to earn some extra cash? MarketerHire’s Referral Program has got you covered! Refer a new customer, and you’ll earn $2,500 for each successful referral. What’s more, the companies you refer will automatically receive a $1,500 credit toward their first hire.

Getting started is easy!

1. Register here (it takes 30 seconds)
2. Share your referral link with your network (email, social media, slack groups, etc.)
3. Earn $2,500 for every new customer referral

Check out these resources from Statusphere that you might have missed: 

• • How a Product Seeding Platform Saves Brands 1,000+ Hours
  • 4 Types of Product Seeding Programs and Campaigns
  • How to Run TikTok Spark Ads Right (Setup + Best Practices)

We’ll be back next month with more tips to enhance your digital marketing strategy!

Best,