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cover of episode Reimagining Retail: How TikTok Shop Alters Livestream Shopping If It Stays, and What Happens If It Disappears | Feb 5, 2025

Reimagining Retail: How TikTok Shop Alters Livestream Shopping If It Stays, and What Happens If It Disappears | Feb 5, 2025

2025/2/5
logo of podcast Behind the Numbers: an EMARKETER Podcast

Behind the Numbers: an EMARKETER Podcast
AI Deep Dive AI Chapters Transcript
People
J
Jasmine Enberg
S
Sarah Lebo
S
Skye Canaves
Topics
Sarah Lebo: 如果TikTok在短期内被禁,我想知道这对依赖TikTok商店的品牌会有什么直接影响。品牌们是否应该立即寻找替代平台,或者他们应该继续观望?目前的情况非常不明朗,品牌如何才能最好地为各种可能的结果做好准备? Skye Canaves: 我认为这真的取决于品牌的规模以及他们从TikTok商店获得的销售额。一些小型品牌已经完全投入并取得了成功,但它们将是最脆弱的。大型品牌受到的影响较小,因为它们有更多的选择。许多品牌可能会暂停或观望,因为对一个可能无法长期存在的渠道进行大量投资是没有意义的。品牌安全风险也是一个考虑因素。我认为每个人都在寻找替代方案,以应对受众、创作者和品牌的迁移。 Jasmine Enberg: 我认为创作者的流失和幻灭感也是一个重要因素。一家专注于TikTok商店的机构已经关闭,这表明了市场的不确定性。虽然我们还没有看到大规模的迁移,但许多人开始重新考虑他们对TikTok的依赖程度。TikTok目前在灰色地带运营,应用商店没有提供下载或更新,这对TikTok的增长不利。我认为,品牌需要关注其他平台,确保在社交媒体上实现多元化,并关注用户所在的地方。与在多个平台上拥有追随者的创作者和影响者合作至关重要。

Deep Dive

Chapters
This chapter explores the potential impact of a TikTok ban on brands utilizing TikTok Shop. It discusses the varying degrees of vulnerability among brands based on their size and reliance on the platform, highlighting the need for contingency plans and diversification strategies.
  • Potential US ban of TikTok and its impact on brands using TikTok Shop.
  • Varying impact on brands based on size and sales from TikTok Shop.
  • Brands are looking for alternatives and developing contingency plans.
  • TikTok's ambiguous legal status and its effect on app store availability and user growth.

Shownotes Transcript

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

 

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For a transcript of this episode click here: 

https://www.emarketer.com/content/podcast-reimagining-retail-how-tiktok-shop-alters-livestream-shopping-stays-what-happens-disappears)

 

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