Social media platform TikTok intensifies initiatives to extend its reach beyond smartphone screens
TikTok Expands "Out of Phone" Program into Physical Shopping Environments
TikTok is taking its popular platform a step further by expanding its "Out of Phone" program into physical shopping environments. The social media giant is partnering with various entities, including Westfield Malls, Rockbot, Curb, and Hope Hydration, to bring its content and advertising to upscale shopping centers, vehicles, fitness centers, airports, and retail locations across the U.S.
This move aims to bridge the gap between digital storytelling and real-world consumer environments. By connecting brands and creators with physical audiences, TikTok hopes to capitalise on consumers who are in a "discovery mindset" and ready to shop.
The partnership with Westfield Malls will see TikTok advertising and content featured in upscale shopping centers in the U.S., joining previously launched networks such as Loop TV and Screenvision. The deal with Rockbot, a streaming digital media provider for businesses, will see TikTok content appear on tens of thousands of screens at consumer-centric locations across the country.
The expansion of TikTok's Out of Phone program is not just about increasing its presence on screens outside mobile phones. It's also about boosting shopping engagement, as indicated by significant consumer spending on TikTok Shop in the U.S. market. Last year, U.S. users averaged about $700 spent on the platform, making TikTok Shop a leader in social commerce.
TikTok Shop has grown by leveraging live shopping studios, product tagging, and live-stream shopping rooms to integrate entertainment with shopping, a concept TikTok refers to as "shoppertainment". This approach facilitates real-time conversions from content views to purchases, making shopping on TikTok an engaging and entertaining experience.
With the Out of Phone program, TikTok is strategically extending its influence into tangible environments to boost shopping engagement. Dan Page, the global head of partnerships and new screens at TikTok, said, "We're excited to bring our unique and dynamic content to even more physical spaces, providing brands and creators with new opportunities to connect with audiences in real life."
The expanded Out of Phone program includes partnerships with entities such as vehicles, shopping malls, fitness centers, airports, and more, effectively increasing TikTok’s presence on tens of thousands of screens outside mobile phones. This move is set to revolutionise the way consumers discover and purchase products, making shopping on TikTok an integrated part of their daily lives.
[1] TikTok Shop averaged $700 per U.S. user last year, indicating significant engagement in TikTok’s e-commerce solutions. [2] TikTok Shop has grown as a leader in social commerce, leveraging live shopping studios, product tagging, and live-stream shopping rooms to integrate entertainment with shopping. [3] The Out of Phone program aims to give TikTok brands and creators opportunities to connect with physical audiences in real life.
[4] TikTok's expansion into physical shopping environments is not confined to screens; it also involves partnerships with businesses and entities in various sectors like vehicles and fitness centers.
[5] By integrating AI technology, TikTok plans to personalize content and advertising for consumers, enhancing their lifestyle and shopping experiences.
[6] As the Out of Phone program extends beyond mobile phones, TikTok's content might soon find its way into technology-driven environments such as smart homes and self-driving vehicles.
[7] Given the projected growth of TikTok Shop and its influence in the environment, financial analysts foresee an impact on the retail, entertainment, and technology industries, reshaping the business landscape.
