This photograph provided by TikTok shows Sandie Hawkins. TikTok, launched successful the U.S. successful 2018, has go a unit successful the buying world, influencing radical to bargain things they've seen connected the app, from food to leggings. Now TikTok wants to capitalize connected that power. It hired Sandie Hawkins past year, whose occupation arsenic wide manager is to marque wealth for the institution successful North America. Credit: TikTok via AP
Feta food was scarce successful immoderate stores earlier this year. The culprit? TikTok, wherever videos that showed an easy-to-make baked feta pasta look went viral.
TikTok, launched successful the U.S. successful 2018, has go a unit successful the buying world, influencing radical to bargain things they've seen connected the app, from food to leggings.
Now TikTok wants to capitalize connected that power. It hired Sandie Hawkins past year, whose occupation arsenic wide manager is to marque wealth for the institution successful North America. She works with brands directly, getting them to bargain ads connected the app, make TikTok videos and explicate however they tin usage it to boost sales.
In an interrogation with The Associated Press, Hawkins talks astir the quality betwixt an influencer and a creator and wherefore she ended up buying feta cheese, too. The questions and answers has been edited for magnitude and clarity.
Q: How bash you make a TikTok video that goes viral?
A: That's the beauteous portion astir the platform—you don't know. Any portion of contented connected the level tin instrumentality off. The magic of TikTok happens connected the beforehand page, the "For You" page. It starts to larn the benignant of contented that you similar and bring that benignant of contented to you. It's not based disconnected of the radical that you follow.
Q: What is it astir TikTok videos that makes radical privation to bargain what they see?
A: I deliberation it's the improvement of merchandise placement. You person real people that are demonstrating merchandise oregon wearing merchandise and utilizing it successful a mode that you would usage it oregon deterioration it. Maybe if you're a dancer and you spot leggings that are ace comfy and idiosyncratic who's dancing and you spot that they're not sliding down oregon they're not riding up. They're not trying to unreal that the products are doing thing that they don't.
Q: You telephone radical who marque TikTok videos creators alternatively of influencers. Why?
A: We take to telephone them creators due to the fact that anybody tin bash it and anybody tin instrumentality disconnected connected the platform. There was a manner creator who is large connected TikTok and she started wearing her Gap hoodie successful her videos and they started taking off. And she's not idiosyncratic that Gap was pursuing oregon sending covering to, which would beryllium much of that influencer side. She was idiosyncratic who wore a Gap hoodie 1 time arsenic an outfit and past Gap hoodies started taking disconnected due to the fact that radical liked what she was wearing.
Q: People cognize that influencers connected different societal media apps are paid and can't beryllium trusted. How bash you halt that from happening connected TikTok?
A: There is an authenticity to the platform. People don't privation to beryllium fake. Based disconnected of what I've seen, folks would conscionable not speech astir it alternatively than commencement endorsing things that they don't judge successful due to the fact that their followers would halt pursuing them. They would suffer their credibility, which is truthful important.
Q: Have you bought thing you've seen connected TikTok?
A: I person made the feta pasta. I'm not a precise bully cook, but I bash emotion watching recipes connected TikTok. And erstwhile I saw the feta pasta recipe, I thought to myself, that is thing that I could make. And truthful I went retired for the feta cheese, which started selling retired successful stores. It took maine a fewer times to really beryllium capable to find it.
Q: Users can't bargain thing straight connected TikTok close now. Is that going to change?
A: We're ever looking for ways to germinate our features and to marque buying connected the level better. It's decidedly thing that we're looking guardant to proceed to propulsion on, consolidating that way to purchase.
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Citation: TikTok enforcement talks buying and the celebrated feta pasta (2021, August 9) retrieved 9 August 2021 from https://techxplore.com/news/2021-08-tiktok-famous-feta-pasta.html
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