TikTok and Publicis Groupe have entered into a global partnership to help brands tap into emerging shopping trends on the video sharing app.
TikTok, sharing the news this morning on its blog, said Publicis is the first global agency group to partner with it “to bring the power of commerce and education to brands and marketers.”
As its founding commerce agency partner, Publicis clients will receive exclusive strategic insights centered on driving product discovery and purchase intent on the platform. Publicis clients will also test TikTok's new commerce products, capabilities and creative solutions. The plan is to help Publicis clients reshape commerce strategies and offerings for the future with new data-driven insights from the platform.
TikTok has defined a kind of shopping culture that has emerged on its platform as “Community Commerce” -- a blend of community, entertainment, and shopping. The combination, Tiktok says, makes product discovery a different experience on its platform.
“As we lead up to the holiday shopping season, brands have an opportunity to create an engaging experience on TikTok,” the company said.
Publicis clients will be chosen to participate in TikTok's first-ever "Community Commerce Sprint," a customized incubator program that will prepare brands to create impactful commerce campaigns for TikTok ahead of the holidays. Through this multi-week program, participants will receive support and coaching on Community Commerce best practices from dedicated TikTok teams.
Shopping trends on TikTok are evolving constantly, “and we're excited to partner with Publicis Groupe to better understand what inspires our community to share and purchase products they discover on TikTok.”
"TikTok charged into the world of entertainment virtually overnight, but its role in evolving consumer shopping patterns, and creating instant groundswell, is what’s caught our attention,” said Helen Lin, Chief Digital Officer, Publicis Groupe. “Incredible opportunities exist at the intersection of content and commerce, especially when endorsed with a sense of community and authenticity that grows organically on TikTok.”
One example of Community Commerce in action is the #TikTokMadeMeBuyIt hashtag, which showcases the products the community discovered on TikTok and has generated over 3.8 billion views to-date.
"The TikTok community has an incomparable ability to make products go viral - and sell out - almost instantaneously. By partnering with a global force in commerce and media like Publicis Groupe, we're co-creating resources for brands that will help them better understand and take advantage of the incredible momentum around commerce that's been building on TikTok,” stated Khartoon Weiss, head of global agency and accounts, TikTok.