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Fast Five Shorts | TikTok To Add Direct Product Links To Posts · Omni Talk Retail

• 0:00
  TikTok
• 0:00
  is
• 0:01
  testing
• 0:01
  product
• 0:02
  links
• 0:02
  within
• 0:02
  its
• 0:03
  posts
• 0:03
  According
• 0:03
  to
• 0:03
  modern
• 0:04
  retail,
• 0:04
  TikTok
• 0:05
  is
• 0:05
  letting
• 0:05
  some
• 0:05
  creators
• 0:06
  add
• 0:06
  product
• 0:06
  links
• 0:07
  from
• 0:07
  third
• 0:07
  party
• 0:08
  affiliate
• 0:08
  networks
• 0:09
  including
• 0:09
  Amazon,
• 0:09
  Walmart
• 0:10
  and
• 0:11
  Target,
• 0:11
  directly
• 0:12
  into
• 0:12
  their
• 0:12
  posts
• 0:13
  with
• 0:13
  a
• 0:13
  new
• 0:14
  integration.
• 0:14
  TikTok
• 0:15
  declined
• 0:15
  to
• 0:15
  provide
• 0:16
  an
• 0:16
  on
• 0:16
  the
• 0:16
  record
• 0:17
  statement
• 0:17
  for
• 0:17
  this
• 0:17
  story,
• 0:18
  but
• 0:18
  a
• 0:18
  company
• 0:19
  spokesperson
• 0:19
  said
• 0:19
  the
• 0:20
  new
• 0:20
  integration
• 0:20
  is
• 0:20
  part
• 0:21
  of
• 0:21
  a
• 0:21
  test
• 0:21
  available
• 0:22
  to
• 0:22
  a
• 0:22
  limited
• 0:23
  number
• 0:23
  of
• 0:23
  creators.
• 0:24
  As
• 0:24
  such,
• 0:24
  it
• 0:25
  is
• 0:25
  not
• 0:25
  an
• 0:25
  official
• 0:26
  program,
• 0:26
  but
• 0:26
  TikTok
• 0:27
  is
• 0:27
  collecting
• 0:28
  feedback
• 0:28
  from
• 0:29
  the
• 0:29
  initiative.
• 0:29
  TikTok's
• 0:30
  latest
• 0:30
  approach
• 0:31
  to
• 0:31
  affiliate
• 0:31
  market
• 0:31
  marketing
• 0:32
  marks
• 0:32
  a
• 0:32
  significant
• 0:32
  departure
• 0:33
  from
• 0:33
  the
• 0:33
  creator's
• 0:34
  earlier
• 0:34
  reliance
• 0:35
  on
• 0:35
  link
• 0:35
  and
• 0:36
  bio
• 0:36
  tools
• 0:36
  like
• 0:37
  Link
• 0:37
  Tree.
• 0:38
  With
• 0:38
  the
• 0:38
  new
• 0:38
  integration,
• 0:39
  product
• 0:39
  links
• 0:40
  show
• 0:40
  up
• 0:40
  at
• 0:40
  the
• 0:40
  top
• 0:40
  of
• 0:40
  a
• 0:41
  post
• 0:41
  comment
• 0:42
  section,
• 0:42
  reducing
• 0:42
  the
• 0:43
  number
• 0:43
  of
• 0:43
  steps
• 0:43
  a
• 0:43
  shopper
• 0:44
  has
• 0:44
  to
• 0:44
  take
• 0:44
  to
• 0:45
  navigate
• 0:45
  to
• 0:45
  a
• 0:46
  creator's
• 0:46
  recommended
• 0:48
  products.
• 0:48
  Chris,
• 0:49
  are
• 0:49
  you
• 0:50
  excited
• 0:50
  that
• 0:51
  you
• 0:51
  know,
• 0:51
  now
• 0:51
  you're
• 0:51
  going
• 0:52
  to
• 0:52
  potentially
• 0:52
  be
• 0:53
  able
• 0:53
  to
• 0:53
  get
• 0:53
  to
• 0:53
  your
• 0:54
  products
• 0:54
  faster
• 0:54
  on
• 0:55
  when
• 0:55
  you're
• 0:55
  scrolling
• 0:55
  on
• 0:56
  TikTok
• 0:56
  testing
• 0:57
  direct
• 0:57
  links
• 0:58
  to
• 0:58
  products
• 0:58
  within
• 0:59
  your
• 0:59
  product
• 1:00
  posts,
• 1:00
  are
• 1:00
  you
• 1:01
  excited?
• 1:02
  Oh
• 1:02
  and
• 1:03
  I'm
• 1:03
  not
• 1:03
  going
• 1:03
  to
• 1:03
  take
• 1:03
  long
• 1:03
  on
• 1:04
  this
• 1:04
  because
• 1:04
  this
• 1:04
  is
• 1:04
  definitely
• 1:04
  more
• 1:05
  your
• 1:05
  value
• 1:05
  than
• 1:05
  it
• 1:06
  is
• 1:06
  mine.
• 1:06
  But
• 1:07
  yes,
• 1:07
  I
• 1:07
  love
• 1:07
  this,
• 1:08
  I
• 1:08
  love
• 1:08
  this
• 1:08
  idea.
• 1:08
  I
• 1:09
  hate,
• 1:09
  I
• 1:10
  absolutely
• 1:10
  loathe
• 1:11
  the
• 1:11
  whole
• 1:11
  Lincoln
• 1:12
  bio
• 1:12
  thing.
• 1:13
  It
• 1:13
  drives
• 1:13
  me
• 1:14
  absolutely
• 1:14
  insane
• 1:15
  and
• 1:16
  but
• 1:16
  what
• 1:16
  I
• 1:16
  find
• 1:16
  more
• 1:17
  interesting
• 1:17
  about
• 1:17
  this
• 1:18
  is
• 1:18
  that
• 1:18
  it
• 1:19
  positions,
• 1:20
  it
• 1:20
  positions
• 1:20
  TikTok
• 1:21
  almost
• 1:21
  said
• 1:21
  Instagram.
• 1:22
  It
• 1:22
  positions
• 1:22
  TikTok
• 1:23
  more
• 1:24
  as
• 1:24
  a
• 1:24
  creator
• 1:25
  conduit
• 1:25
  versus
• 1:25
  as
• 1:26
  the
• 1:26
  actual
• 1:26
  marketplace
• 1:27
  for
• 1:27
  the
• 1:27
  goods
• 1:28
  which
• 1:28
  if
• 1:29
  that
• 1:29
  is
• 1:29
  the
• 1:29
  road
• 1:30
  this
• 1:30
  does
• 1:30
  end
• 1:30
  up
• 1:30
  going
• 1:31
  down,
• 1:31
  it
• 1:31
  does
• 1:31
  beg
• 1:32
  the
• 1:32
  question
• 1:32
  of
• 1:32
  whether
• 1:33
  anyone
• 1:33
  in
• 1:33
  the
• 1:33
  US
• 1:34
  market
• 1:35
  can
• 1:35
  bridge
• 1:35
  commerce
• 1:36
  and
• 1:36
  social
• 1:36
  end
• 1:37
  to
• 1:37
  end
• 1:37
  versus
• 1:37
  instead
• 1:38
  linking
• 1:38
  out
• 1:39
  to
• 1:39
  retailers
• 1:39
  own
• 1:40
  sites
• 1:40
  like,
• 1:40
  like
• 1:41
  this
• 1:41
  is
• 1:41
  basically
• 1:42
  showcasing.
• 1:42
  So
• 1:43
  yeah,
• 1:43
  because
• 1:44
  the
• 1:44
  US
• 1:44
  retailers
• 1:45
  don't
• 1:45
  want
• 1:45
  that
• 1:45
  end
• 1:46
  to
• 1:46
  end
• 1:46
  thing
• 1:46
  to
• 1:46
  happen.
• 1:46
  The
• 1:47
  US
• 1:47
  retailers
• 1:47
  want
• 1:47
  to
• 1:48
  keep
• 1:48
  control
• 1:49
  and
• 1:49
  Facebook
• 1:50
  has
• 1:50
  direct
• 1:50
  pivoted
• 1:51
  away
• 1:51
  from
• 1:51
  its
• 1:51
  marketplace.
• 1:52
  Amazon
• 1:52
  has
• 1:53
  tried
• 1:53
  and
• 1:53
  failed
• 1:54
  numerous
• 1:54
  times
• 1:55
  with
• 1:55
  social
• 1:56
  and
• 1:56
  so
• 1:56
  it
• 1:56
  is.
• 1:57
  So
• 1:57
  my
• 1:57
  question
• 1:58
  is,
• 1:58
  is
• 1:58
  the
• 1:58
  same
• 1:58
  Fate
• 1:59
  destined
• 1:59
  for
• 1:59
  TikTok
• 2:00
  here
• 2:00
  just
• 2:01
  to
• 2:01
  remain
• 2:01
  in
• 2:01
  advertising
• 2:02
  and
• 2:02
  a
• 2:02
  social
• 2:03
  commerce
• 2:03
  vehicle?
• 2:04
  And
• 2:04
  you
• 2:04
  know
• 2:05
  if
• 2:05
  this
• 2:05
  takes
• 2:05
  off
• 2:06
  I
• 2:06
  think
• 2:06
  chances
• 2:06
  are,
• 2:07
  if
• 2:07
  I
• 2:07
  was
• 2:07
  a
• 2:07
  betting
• 2:07
  man,
• 2:08
  I
• 2:08
  think
• 2:08
  chances
• 2:08
  are
• 2:08
  that
• 2:08
  the
• 2:09
  answer
• 2:09
  to
• 2:09
  that
• 2:09
  could
• 2:09
  be
• 2:09
  yes.
• 2:10
  But,
• 2:10
  but
• 2:10
  man,
• 2:11
  I'm
• 2:11
  dying
• 2:11
  to
• 2:11
  hear
• 2:11
  what
• 2:12
  you
• 2:12
  think
• 2:12
  about
• 2:12
  this.
• 2:13
  Being
• 2:13
  able
• 2:13
  to
• 2:14
  add
• 2:14
  product
• 2:14
  links
• 2:15
  like
• 2:15
  this
• 2:15
  as
• 2:16
  a
• 2:16
  creator
• 2:17
  directly
• 2:17
  to
• 2:17
  your
• 2:18
  posts
• 2:18
  is
• 2:19
  critical,
• 2:19
  especially
• 2:20
  for
• 2:20
  like
• 2:20
  you
• 2:21
  said,
• 2:21
  the
• 2:21
  future
• 2:21
  of
• 2:22
  TikTok
• 2:23
  and
• 2:23
  their
• 2:23
  social
• 2:24
  commerce
• 2:25
  kind
• 2:25
  of
• 2:25
  economy.
• 2:27
  It
• 2:27
  was
• 2:27
  something
• 2:28
  that
• 2:28
  you
• 2:28
  could
• 2:28
  do
• 2:29
  if
• 2:29
  you're,
• 2:29
  you
• 2:30
  know,
• 2:30
  your
• 2:30
  product
• 2:30
  was
• 2:30
  selling
• 2:31
  through
• 2:31
  TikTok
• 2:32
  shops,
• 2:32
  like
• 2:32
  you
• 2:32
  said,
• 2:33
  but
• 2:34
  that's
• 2:34
  very
• 2:35
  limiting
• 2:35
  for
• 2:35
  a
• 2:35
  lot
• 2:35
  of
• 2:35
  the
• 2:36
  creators.
• 2:36
  Like,
• 2:36
  most
• 2:37
  of
• 2:37
  these
• 2:37
  creators
• 2:38
  are
• 2:38
  working
• 2:38
  across,
• 2:39
  you
• 2:39
  know,
• 2:39
  these
• 2:39
  aggregator
• 2:40
  affiliate
• 2:41
  programs.
• 2:41
  Um,
• 2:42
  and
• 2:42
  that's
• 2:42
  how
• 2:43
  they're.
• 2:43
  It's
• 2:43
  quicker,
• 2:44
  it's
• 2:44
  easier
• 2:44
  for
• 2:44
  them
• 2:45
  to
• 2:45
  make
• 2:45
  money
• 2:45
  doing
• 2:46
  this.
• 2:46
  And
• 2:46
  that's
• 2:46
  really,
• 2:47
  at
• 2:47
  its
• 2:47
  core,
• 2:48
  like,
• 2:48
  that's
• 2:48
  what
• 2:48
  you
• 2:48
  have
• 2:49
  to
• 2:49
  empower
• 2:50
  in
• 2:50
  order
• 2:50
  to,
• 2:51
  you
• 2:51
  know,
• 2:51
  get
• 2:52
  adoption
• 2:52
  on
• 2:52
  this
• 2:53
  type
• 2:53
  of
• 2:53
  platform.
• 2:53
  So
• 2:54
  I
• 2:55
  love
• 2:55
  this
• 2:55
  idea.
• 2:56
  I
• 2:56
  think
• 2:56
  it's.
• 2:57
  It's
• 2:57
  putting
• 2:58
  TikTok
• 2:58
  squarely
• 2:59
  in
• 2:59
  competition
• 2:59
  with
• 3:00
  YouTube,
• 3:00
  which
• 3:00
  has
• 3:01
  allowed
• 3:01
  creator
• 3:02
  links
• 3:02
  to
• 3:02
  be
• 3:02
  embedded
• 3:03
  in
• 3:03
  their
• 3:03
  videos.
• 3:04
  Right
• 3:04
  now,
• 3:04
  you're
• 3:05
  enabling
• 3:06
  more
• 3:06
  nano
• 3:06
  influencers
• 3:07
  to
• 3:07
  get
• 3:07
  on
• 3:08
  the
• 3:08
  platform
• 3:08
  and
• 3:08
  to
• 3:09
  become
• 3:09
  relevant
• 3:10
  to
• 3:10
  brands,
• 3:11
  which
• 3:11
  we
• 3:12
  heard
• 3:12
  from
• 3:12
  John
• 3:12
  Denis
• 3:13
  Marian,
• 3:14
  the
• 3:14
  former
• 3:14
  CDO
• 3:14
  of
• 3:15
  Coty,
• 3:15
  in
• 3:15
  our
• 3:15
  firework
• 3:16
  interview
• 3:16
  yesterday,
• 3:17
  is
• 3:17
  where,
• 3:18
  where
• 3:18
  the
• 3:18
  future
• 3:19
  of
• 3:19
  social
• 3:20
  commerce
• 3:20
  is
• 3:20
  going.
• 3:21
  So
• 3:21
  I
• 3:21
  think
• 3:22
  that's
• 3:22
  the
• 3:22
  key
• 3:22
  thing
• 3:23
  here.
• 3:23
  Not
• 3:23
  only
• 3:23
  is
• 3:24
  it
• 3:24
  allowing
• 3:24
  these
• 3:24
  creators
• 3:25
  that
• 3:25
  TikTok's
• 3:25
  testing
• 3:26
  with
• 3:26
  to
• 3:26
  make
• 3:27
  this
• 3:27
  process
• 3:27
  more
• 3:28
  simple,
• 3:28
  but
• 3:28
  it's
• 3:29
  going
• 3:29
  to
• 3:29
  allow
• 3:29
  more
• 3:30
  people
• 3:30
  to
• 3:30
  get
• 3:30
  on
• 3:30
  the
• 3:31
  platform
• 3:31
  to
• 3:31
  start
• 3:31
  selling
• 3:32
  products.
• 3:32
  And
• 3:32
  all
• 3:33
  in
• 3:33
  all,
• 3:33
  that's
• 3:33
  better
• 3:33
  for
• 3:33
  customers
• 3:34
  and
• 3:34
  better
• 3:34
  for
• 3:35
  brands.
• 3:35
  So
• 3:35
  I
• 3:36
  love
• 3:36
  it.
• 3:36
  Yeah,
• 3:37
  I
• 3:37
  think
• 3:37
  that's
• 3:37
  a
• 3:37
  great
• 3:37
  point.
• 3:37
  Yeah.
• 3:38
  I
• 3:38
  think
• 3:38
  ultimately
• 3:38
  the
• 3:38
  experience
• 3:39
  is
• 3:39
  clunky
• 3:39
  for
• 3:40
  what
• 3:40
  consumers
• 3:40
  want
• 3:40
  to
• 3:41
  do,
• 3:41
  which
• 3:41
  is
• 3:41
  buy
• 3:41
  things
• 3:42
  they
• 3:42
  get
• 3:42
  inspired
• 3:42
  to
• 3:42
  buy.
• 3:43
  Right.
• 3:43
  And
• 3:43
  so,
• 3:44
  you
• 3:44
  know,
• 3:44
  if
• 3:44
  this
• 3:44
  is
• 3:44
  one
• 3:45
  step
• 3:45
  forward
• 3:45
  to
• 3:46
  making
• 3:46
  that
• 3:46
  experience
• 3:46
  less
• 3:47
  clunky,
• 3:47
  you
• 3:48
  know,
• 3:48
  I
• 3:48
  personally
• 3:48
  am
• 3:49
  all
• 3:49
  for
• 3:49
  it.