Welcome back to HotToks. This edition we report on TikTok Shop as brick and mortar stores and the Grimace Shake trend.
TikTok Shop IRL
If you didn’t get enough of TikTok Shop on your phones, no worries. Now, you can get a taste of TikTok Shop off your phones (what are we doing here?). TikTok has recently made its foray into the brick-and-mortar world with its first pop-up shop on Oxford Street in the UK.
The pop-up went live to prospective merchants and creators from June 30th to July 6th, focusing on the tech, home & living, and book product categories. Merchants and creators hosted live streams at the venue and gathered to discuss how they reached the TikTok community to sell products on the platform. The pop-up experience also featured TikTok experts who shared with creators how to tap into internet niches, like #TechTok and #BookTok, to sell products and generally spoke to the power of social selling.
TikTok has birthed the concept of “community commerce,” which explains how TikTok is a go-to destination for consumers to discover and purchase products spanning all categories (hello, #TikTokMadeMeBuyIt). And it’s now more real than ever with TikTok Shop IRL.
While McDonald’s certainly didn’t plan on gaining virality from people pretending to die, if this TikTok virality is proof of anything, it’s that weirdness is often rewarded on social media. As Matthew Prince, an adjunct professor of social media and influencer marketing at Chapman University, says, “What may seem like a negative expression is actually a positive reflection of their ability to connect with a generation” and this is the perfect segue into sales, like how fun is this reaction to the whole trend by Grimace themself.
“What may seem like a negative expression is actually a positive reflection of their ability to connect with a generation."
- Matthew Prince, adjunct professor, Chapman University