Chinese short video application, TikTok, has been a sensation amongst teenagers in different parts of the world. Despite TikTok’s recent travails especially due to the ban threats from the U.S., the company is still thriving. According to reports, the short video app is upgrading its features to compete with bigger applications like Facebook. The latest report shows that TikTok will be cooperating with streetwear brand, Hype, and other brands to test in-app sales in Europe.
Analysts say this move will intensify the competition between TikTok and Facebook. It will also further blur the boundaries between social media and online shopping. Obviously, the app hopes to replicate the success of its sister app “Douyin” in the Chinese market.
Insider reports claim that TikTok has begun to cooperate with market merchants in different countries, including the UK, to let them sell products directly to millions of users through TikTok.
Although TikTok has carried out promotional shopping activities in the past, the current test is a precursor to the launch of a wider range of global e-commerce services. So far, the test service is only visible to specific participants, and it is unclear when TikTok will officially launch the service.
In this regard, a representative of Hype has confirmed, but did not make further comments. TikTok said in an email statement: “TikTok has been testing and learning e-commerce products and partnerships, and we are constantly exploring new ways” to add value. “
Some brands are already recruiting on TikTok
While TikTok is basically a social application, it is gradually spreading its tentacles. Recently, some corporate companies have been recruiting via this app. Last year, HBO, a well-known American television network, received 300 applications for summer internships through the #HBOMaxsummerintern tag campaign. Contra, an emerging freelance work platform, said that 80%-90% of Gen Z users of the platform come from its social platform accounts.
Clothing brand, Hollister, is recruiting social media positions through cooperation with TikTok. Candidates need to use the #HCoHireMe tag to post videos. They use their inspiration and talents to give Hollister clothing new vitality and life through multimedia. These include funny videos, pictures, or extremely creative video transition techniques. Hollister hires outstanding social media operators based on these works posted by job applicants.
For a long time, this app has been a strictly social environment. The activities of its users have basically been socializing and having fun. This is exactly why the app is more popular amongst teenagers.