While its potential as a selling tool is still to be determined, retailers have been moving to establish their presence on the social media platform.
Walmart hosted its second shoppable livestream event on TikTok last week, leading the charge as more retailers explore the platform’s potential as a marketing and selling tool.
The mass merchant was first to test TikTok’s “shoppable product experience" in December, allowing consumers to shop apparel items during a one-hour livestream that drew seven times more engagement than expected, according to the retailer. For its second TikTok livestream event on March 11, Walmart employed TikTok star Gabby Morrison to give a 60-minute beauty tutorial.
While the first event mostly showcased the retailer's private labels, Walmart's latest livestream spotlighted products from national brands such as LVMH's Marc Jacobs as well as L'Oreal's Maybelline and CeraVe. It also included a sweepstakes awarding three bundles of home decor and beauty items. To enter, consumers had to follow Walmart on TikTok and send the retailer a private message including a secret code word shared during the event. Southfield, MI-based Merkle administered.
Though retailers' TikTok accounts are still in their early stages, major chains such as 7-Eleven, Walmart, and Target are experimenting with creating content geared toward younger generations on the platform as part of their social media strategies. Many videos posted by retailers highlight their in-store shopping experiences, private-label products and COVID-19 responses. Retailers also aim to leverage the viral nature of the platform to gain exposure by imitating internet trends or attempting to create new ones.