Creator commerce continues to evolve, with TikTok integrating with LTK, one of the top influencers and social commerce platforms that connect creators, shoppers, and brands. LTK informed a segment of their influencer community that the LTK x TikTok Alpha Program launched last week. A select group of content creators can now link their LTK affiliate links to their videos on TikTok.
LTK and TikTok also shared with their creator community that this is a test for the platforms. From now until the end of the year, content creators can publish their affiliate links with their TikTok videos. TikTok and LTK also offered webinars to their influencer community that had been accepted into the Alpha Program.
As a fashion and lifestyle creator on TikTok and LTK (@emmasedition), being accepted into the LTK x TikTok Alpha Program is one of the most exciting things that’s happened this year. Like other LTK creators, my strategy is to maximize this opportunity while it’s available.
Here are a few key insights from the LTK x TikTok Alpha Program so far:
- TikTok and LTK encourage creators to educate their audiences about the Comment Anchor. Many creators in the webinar reported having never heard of comment anchors before. The TikTok Creator Marketplace (TTCM) Comment Anchor allows creators to add and pin a clickable link in their comment section. Instead of advocating an audience click the link in the bio, the platforms are encouraging creators to get their audiences to stay on the piece of content and click the link in the comment section.
- Creators can help shoppers here to discover, learn, and buy. Brands and creators are learning that it’s selling by being entertained, as shared by TikTok’s Global Retail Path to Purchase. TikTok has reported that 49% of TikTok users discover new brands and products on the social media commerce app. Additionally, 35% of TikTok users say they’ve learned something new on the app and 29% of TikTok users say they use TikTok as a source of inspiration.
- Content creators in the LTK x TikTok Alpha Program can add their LTK affiliate links under “Content disclosure and ads”.
Both platforms have enabled and propelled social and creator commerce in their respects. Since launching TikTok Shop in 2021, TikTok has reported $11 billion in sales, as cited in Influencer Marketing Hub. While most of the growth of TikTok Shop has been in Southeast Asia, the United States gross merchandise value sits around $850 million.
Last year, LTK self-reported over $4 billion in sales through its creator community. With over 40 million monthly shoppers on the LTK app, LTK connects shoppers, creators, and brands on its own platform.
