The social media video app TikTok has launched ‘Hashtag Challenge Plus’ a new e-commerce
feature. This allows users to shop for products related with a sponsored
hashtag challenges.
This service is becoming an increasingly popular among
consumers. As such, it is an ideal platform for brands to reach Gen-Z audiences
despite its lack of advertising features. Now, thanks to the new e-commerce tool, users can make
purchases within the app itself. With ‘Hashtag Challenge Plus’, users can post
videos using a firm’s product and the hashtag. This will give them the
opportunity to participate in hashtag viral trends and others will be able to buy
the items without leaving the application.
This in-app shopping system was first used by the
grocery chain Kroger. The company is participating in TikTok’s hashtag
challenge. It has collaborated with four influencers to do so. They are Joey
Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet. The latter will post
videos with the digital marketing 360i. The Kroger campaign encourages college
kids to upload TikTok
videos of their “cool and essential dorm room transformations,” using the
#TransformUrDorm sponsored hashtag. This will give other users the opportunity
to tap a new discover tab that will display Kroger products that are curated
for the specific audience. Some of these are granola bars, popcorn makers,
laundry baskets, hangers, and more.
TikTok
has introduced an in-app shopping feature
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