Signal Radar: Is video the future of Social Commerce and TikTok’s survival?

Short-form video ads are enabling social media sellers to reach younger audiences.

– This signal forms part of Hunch | Strategic Innovation Pathfinder, our proprietary cross-sector database examining changes in customer behaviour and expectations that have the potential to grow in scale and impact. –

Social commerce in the US is experiencing a period of rapid growth.

Ecommerce platform Shopify is at the centre of innovation in the space, with a portfolio of social media partners including Snap Inc.
Facebook and Instagram . Recognising the increasing importance of short form video content, it recently announced a deal with TikTok , the Chinese owned video sharing platform that’s highly popular among US teenagers.

Users will be able to shop as they scroll through videos, with new commerce features to be tested over coming months. Third-party advertisers can include user uploaded videos in their ads, creating an important potential revenue stream for influencers with good content and lots of followers.

Will the promise of next generation commerce be enough for Tiktok to survive growing US scrutiny of its Beijing roots?

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