Levi’s uses its TikTok advertising partnership to connect online shoppers with a denim brand in the wake of the COVID-19 pandemic that drove retailers close your doors – including most of Levy’s own stores. Today, the company announced its success as one of the first retailers to use the TikTok Buy Now buttons, which allow customers to make purchases through the links posted on TikTok. Although the implementation is still in its early stages, Levi’s says that she has already seen high interest and increased traffic to her website as a result of initial tests.
To send traffic to its e-commerce site, Levi recently partnered with TikTok influencers. Cullen Schaub, Cosette Rinab, Gabby Morrison and Everett Williamswho used a Levis laser Future Finish 3D Denim Personalization Technology create your own customized denim. While the collaboration itself began before shelter orders appeared in the US, the received videos were posted only last week.
TikTok users watching videos of influential people who appeared on TikTok as advertisements in the feed could then click to buy the same design on Levi.com until the experiment ends on April 19th.
According to Levy, the time spent watching these videos was twice as long as the TikTok platform average:
@callenschaubIn my studio in Montreal, I feel like Levi’s® Future Finish jeans – shop online from home! ##To stay home ## oddlysatisfying ## levishausmiami ##announcement♬ original sound – callenschaub
In addition, Levy notes that the number of product views on Levi.com’s Finishing Future pages has more than doubled for every product included in this experience.
Although these are not accurate numbers, few retailers have yet to share the results of their TikTok-based social commerce efforts. In fact, the Buy Now call-to-action button is pretty new, so only a few advertisers used the option to date.
TikTok is not the first social network that Levi’s brand has worked with – it also has similar partnerships with leading social platforms such as Snap, Instagram and Pinterest. However, the company said it was attracted to TikTok because of its audience size, noting that in November 2018, TikTok was visited by 680 million active users around the world at that time, and now estimated have up to 800 million. Levy also noted that almost 60% of this user base is between 16 and 24 years old.
Meanwhile, TikTok has been engaged in various types of social services for more than a year.
For example, in April 2019, AdWeek announced Hollister’s participation in a program that allowed retailers to place advertisements that sent customers to an e-commerce site using the Buy Now button. AND Digiday last July noted that Poshmark did the same. August 2019 Kroger became the first brand try out the new Hashtag Challenge Plus feature, which added a buyable component to the TikTok hashtag.
Last November, TikTok also started letting some TikTok users Add e-commerce links to your posts and their bio. Many of the beta testers who tested this feature started linking their videos directly to Amazon, WSJ reported at the time.
In the case of Levy’s influence program, videos from the creators were shown as feed ads related to the seller’s website. Some influencers have also included a link to Levi’s website in their biography, but it is not associated with the advertiser (see photo on the right).
“TikTok has become an ideal platform for us to expand our efforts in social commerce. Over the past decade, we have been not only expanding our digital presence, but also helping our fans buy our products at the moment of inspiration when they see what they like, ”said Brady Stewart, Managing Director in the USA. Directly to the consumer, in statement About TikTok Partnership. “As consumer behavior will change in the coming months, and people will look for different online channels for shopping and interacting with brands, we are here to communicate with consumers wherever they are,” he added.
The border between social networks and commerce has been blurred over the years thanks to influence-driven advertising, feed ad units, in-store ads, and more. Instagram today even allows make purchases in some stores without leaving the applicationMeanwhile, the Facebook Marketplace has grown into a competitor the size of eBay and Craigslist, and its business pages help shoppers and brands connect in a variety of ways.
TikTok, however, has so far only sunk into the water of social commerce. But given the significant reach of his application, especially among Gen Z, this is an area for observation. And because the pandemic is forcing more retailers to remain closed to walking in stores, the opportunity to attract young customers to their online stores will be more valuable than ever.