With over 3 billion installations, TikTok has become the most downloaded app in the world

In the first half of this year, TikTok surpassed Facebook for the first time to become the world's most downloaded app, with more than 3 billion installations worldwide on the App Store and Google Play .

Like all social media platforms, TikTok is also working hard to become a top brand marketing tool to truly drive sales and attract more e-commerce companies . Today, TikTok is increasingly able to inspire users to discover new products on its platform ; not only can brands work with creators to promote products, but creators also have the opportunity to directly reach e-commerce sellers .

A poll found that 57% of millennials and 38% of Gen Z consumers have purchased products promoted through TikTok . The hashtag #TikTokMadeMeBuyIt has more than 4 billion views .

Shein , a leading Chinese independent brand, has set a textbook example in its marketing on TikTok , becoming the world's leading fast fashion e-commerce brand in just a few years. Other retailers quickly followed suit. Brands such as Walmart , L' Oreal and Kate Spade have achieved impressive sales results on TikTok .

Over the past few months, TikTok has introduced a number of new product features .

Among them, TikTok Jump connects creator content with mini-programs, allowing creators to add links in videos to direct viewers to TikTok's built-in mini-programs similar to WeChat mini-programs , such as recipes, quizzes, card draws, film reviews, and beauty tutorials .

Another new feature, Shoutouts , encourages advertisers to collaborate with creators. By working with influencers, advertisers pay creators to create personalized videos. It takes about a week between payment and the final product.

TikTok has also added a new tool, Spark Ads, to connect e-commerce brands with user-generated content . The Spark Ads feature allows advertisers to leverage pre-existing creator content and use it as part of a campaign with the creator's permission . The move is designed to help e-commerce brands keep up with popular trends or build larger online campaigns.

On the brand side, TikTok has taken many steps to ensure brand safety. In early July, TikTok introduced new rules on branded content . This policy is part of the new branded content section, separate from its advertising policy , and is mainly used to regulate branded content created by platform creators .

Over the past few years, Chinese merchants have become familiar with marketing on short video platforms such as Douyin. If the innovative short video marketing strategy is applied to TikTok , cross-border e-commerce will also have great potential in the overseas e-commerce market.

Social e-commerce

Video Marketing

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Cross-border e-commerce market