12/13/2023 0 Comments Tick tock shopSome influencers have amassed more than 100,000 followers and regularly have hundreds or thousands of people watching their livestreams concurrently. NBC News found dozens of accounts on TikTok that go live nearly every day to hawk stuffed animals, colored contact lenses, keychains, shoes, phone cases, faux leather purses, makeup tools, as well as a plethora of other goods. Now, experts say, TikTok, whose parent company is based in China, may be having more success with the trend than its competitors. Lindsey Holland browses TikTok at her apartment in Memphis. The industry remains much larger in China, where livestream shopping is expected to generate more than $400 billion in sales this year, according to McKinsey and Co. “We’ve been talking about live commerce and social commerce for years and have little progress to show for it.” he said. Amazon now has a wide range of live content on its website, and in November, Walmart celebrated one year of livestreams with a Twitter event hosted by the pop star Jason Derulo.īut those efforts have so far only succeeded in capturing a tiny sliver of the overall e-commerce market, said Juozas Kaziukėnas, founder and CEO of the e-commerce research firm Marketplace Pulse. That potential led startups, major retailers and tech giants, including Nordstrom, Instagram and YouTube, to start experimenting with livestream shopping. It was promised to help consumers interact with products directly, boosting their trust in a brand. The format blends commerce and entertainment, providing an experience similar to watching QVC or HSN (formally known as the Home Shopping Network) but geared toward Generation Z. Over the last few years, many e-commerce experts have predicted that livestreams like the ones she watches would become the future of online shopping in the United States. “It makes me laugh every time I hear it.” When the mix of stones is particularly good, Jessica slowly shouts “Oh my, Lady Gaga.” One of her favorite hosts is a woman who calls herself Jessica and livestreams under the account which has more than 340,000 followers. Holland, who lives in Memphis, Tennessee, has never bought a scoop herself, but found the videos mesmerizing. “I don’t think this backlash is real at all.”ĭeFino explains that there is nothing new about claiming beauty products don’t work-and in fact, such claims can help companies launch new and “improved” products.If viewers place an order on TikTok itself or through a website in the user’s bio, the host will take a scoop of the crystals on camera while people watch. “I don’t think influencers will ever materially affect the beauty industry in terms of lessening consumerism,” says Jessica DeFino, an anti-product beauty reporter who publishes a newsletter of beauty-critical content. Yet the beauty industry as a whole still stands. Tearing down influencers has long been a favorite pastime of the internet, and now netizens are tearing down individual products, too. Palermino posted on Instagram that the de-influencing trend feeds an appetite for negativity, and that she personally will not believe that de-influencing exists until it is nuanced-not excessively positive or negative-reviews that thrive. It is possible that this entire trend is just a flash in the (eyeshadow) pan, but Kromelis believes that even when hashtag #deinfluencing dies, an appetite for authenticity and “hilarious” brutal honesty will remain. “One of them, I don’t know how they found me.” Kromelis is open to being paid to promote products, provided it’s by “a brand that I actually like and a product that I actually have used.” “I posted video on a Wednesday, and by Monday morning, I had two packages at my door,” Kromelis says. “I mean, I totally agree with that,” Kromelis says, “That’s the awkward paradox of the whole thing.” While Kromelis appreciates that it may seem odd for de-influencers to recommend products, she wants to “share knowledge.” Ironically, she says, her de-influencing videos have turned her from a “content creator” into an influencer-while she earned her initial 30,000 TikTok followers from “random stuff that I would post about my life,” she now regularly posts about products instead. Critics have noted that de-influencers target overconsumption by encouraging other, different kinds of consumption. “I just wanted to help people save some money because I’m a penny-pincher myself.” In her first video, she rattled through expensive hair and face products that people should not buy-yet she also recommended cheaper alternatives. “There’s a lot of stuff that I’ve purchased that is just total crap, so I thought I’d share it,” Kromelis says.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |