TikTok launches “Small Gestures”, allowing users to send free virtual gifts from brand partners

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 27, 2020, 7:14 AM UTC

The ByteDance owned company has also launched an influencer marketplace.

A new initiative launched by TikTok called “Small Gestures” now allows users to send free virtual gifts from a range of brand partners within the app. While the gifts are free of cost, they are a promotional type of offers by businesses. For example, a 90-day subscription to Adobe Premiere Rush.

Users can send a Small Gesture gift on TikTok by searching “Small Gestures” on the Discover Page and tapping the purple banner for the program. This article states that “Small Gestures” is TikTok’s on-going move towards eCommerce.

The platform reported testing out its own eCommerce tools and external linking options to provide more revenue options for creators. TikTok was also promoting its influencer outreach via its own ads to integrate UGC and eCommerce to improve revenue.

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