TikTok Launches In-App Shopping Feature; Facebook Makes Managing Third-Party Data Use Easier

This week, TikTok launched in-app shopping with “Hashtag Challenge” and leads in the Apple Store app downloads ranking, Facebook introduces a new way to view and control off-Facebook activity and Reddit brings live streaming to the platform. 

TikTok Introduces Sponsored “Hashtag Challenge” For In-App Shopping 

The video sharing company introduces a new feature that allows in-app shopping for products associated with sponsored “Hashtag Challenge.”

Why it matters: The sponsored challenges, targeted mostly at Gen Z’ers, are marketing campaigns within which users are encouraged to post videos of them using a product, such as showing off their favorite clothes from Uniqlo or their moves to Guacamole Song in a challenge from Chipotle, making the experience more interactive and memorable. With the new eCommerce feature, called “Hashtag Challenge Plus,” a shoppable option is added to the hashtag and TikTok users can conveniently make in-app purchases. 

The details: Kroger was the first brand to give the new feature a try, Adweek reported. The company partnered with several TikTok influencers, including Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet and asked TikTok users to share videos of their dorm makeovers using the hashtag #TransformUrDorm. The campaign resulted in around 477 million views across hundreds of videos. 

TikTok Download Rates Are High And Growing 

An app download report from Sensor Tower showed that TikTok download numbers are stable and growing. 

Why it matters: The rankings look promising, however, it is important to remember the difference between downloads and active users. The report on TikTok’s unique users, issued earlier in 2019 suggested that TikTok had around 26 million monthly active US users. 

The details: According to the July app download report, TikTok ranks second in overall downloads (losing only to Facebook) and Google downloads and leads App Store downloads ranking. 

Facebook Lets Users See And Control The Data That Apps And Websites Share With The Social Media Platform 

Facebook shared a blog post introducing “Off-Facebook Activity,” a new way to view and control off-Facebook activity. 

Why it matters: As explained by Facebook, “Many apps and websites are free because they’re supported by online advertising. And to reach people who are more likely to care about what they are selling, businesses often share data about people’s interactions on their websites with ad platforms and other services. This is how much of the internet works, but given that the average person with a smartphone has more than 80 apps and uses about 40 of them every month, it can be really difficult for people to keep track of who has information about them and what it’s used for.”

The details: With “Off-Facebook Activity,” the users will be able to see a summary of the information other apps and websites have sent Facebook through Facebook’s online business tools (Facebook Pixel or Facebook Login), choose to disconnect this information from their account and

choose to disconnect future off-Facebook activity from their account. This can be done for all of off-Facebook activity, or for specific apps and websites only.

Reddit Brings Live-Streaming To The Platform 

Reddit joins  Facebook, YouTube, Twitter, Instagram, LinkedIn and Snapchat and offers live-streaming capacity to the platform, but with a twist.  

Why it matters: In the past few years live-streaming became one of the most crucial parts of social media experience, so the offering is great news for marketers creating content on Reddit because it opens more creative opportunities for video content creation. 

The details: “Starting today until 5PM PT, and from 9AM-5PM PT through Friday, redditors around the world will be able to create live broadcasts. In true Reddit fashion, voting will determine the top broadcast, and you can explore different broadcasts by swiping or clicking right or left. As you move further from the top broadcast, the broadcasts you see will be increasingly more random, so we encourage you to explore and vote,” the company said in a blog post

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, August 23rd. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at [email protected]

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