TikTok wants to make it easier for influencers to connect with brands and retailers by embedding social commerce links in videos.
According to a report from Adweek, the new feature embeds a link that redirects the user to a dedicated shop page.
A TikTok engineer revealed the feature on a forum and a tweet by Fabian Bern, founder of Uplab, later embedded a video that shows how it works.
In the video, Huxley the Panda Puppy is shown running around. Clicking on the video opens up an Amazon shop page to Huxley’s Amazon page where users can purchase costumes.
— Fabian Bern 法比安 (@iamfabianbern) November 14, 2019
TikTok confirmed to an Adweek spokesperson that it was testing social commerce links. It’s not clear when the company plans to launch the feature in the U.S.
The app already provides shoppable ads for brands. The addition of shopping links could be an attractive feature for retail and brand marketers.
The popular video app is also testing pay-per-click advertising to rapidly expand its monetisation efforts.