Page 12 - Social Commerce on Tik Tok

More than just video

TikTok’s media evolution

TikTok’s future plans are more than just continuing to
share user videos. The company is expanding into
other media and trying out new formats. Last year, TikTok
launched TikTok TV, where users can stream specially
selected and tailored TikTok content on their smart TVs.
TikTok selects videos that can work on the ‘big screen’
format and they have altered their logos and video to suit
TV audiences.

The platform also rolled out live shopping events that
feature influencers or big brands in one-off sales
opportunities. The experience is connected to users’ live
streaming service – called TikTok Live. Brands use these
shopping events to connect with consumers in real-time
and share direct links to products and services.
In keeping with the platform’s culture, the live events are
not just about selling. Many brands add live music or
interactive challenges with the viewers, ensuring the

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