TikTok rolls out a two-day celebrity-led live streaming shopping event

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 08, 2021, 3:01 PM UTC

Well-known TikTok creators and TV presenters like Gemma Collins and Raylan Clark will work with featured brands in a series of Trend Live sessions to provide product information and demos.

"On Trend," a two-day shopping event launched by TikTok will allow consumers to shop directly from brands on the platform. The shopping event will take place on December 8th and 9th, with TikTok collaborating with brands like Charlotte Tilbury, L'Oreal, JD, and more.

A total of 10 hours of live broadcasting will take place over two days. Brands can link product inventory with their TikTok account, according to Kris Boger, TikTok general manager, UK, global business solutions. Brands can also place the Shop function on their profile, redirecting consumers to complete their purchases on the platform.

Previously, TikTok worked with brands to create targeted ads and host events like shopping concerts. Additionally, a recent Marketing Science EU Retail Vertical Research 2021 report found that 43% of users have discovered or been inspired to find out more about a store they have seen on TikTok.

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