Agencies: Give any social media platform long enough, and it turns into a mall.
TikTok, so far, hasn’t had to try so hard. In just three short years, clothing, cosmetics, cleaning solutions, tech accessories, toys and life-hacky appliances have seen sales skyrocket after going viral on the app.
Successes can seem organic and very, very random. “CleanTok,” for instance, has sent sales skyrocketing for Pink Stuff, an abrasive cleaning paste. Annual sales have gone from $2.6 million three years ago to $34 million. On TikTok, any thing can be the next big thing.
Now, the app is expanding its scroll-and-buy outreach. Last week, the app promoted TikTok Shopping, intended to simplify and standardize in-app purchases. But it treads a fine line: Maybe the naked consumerism is only tolerable to the extent that it’s not trying too hard.