Written By Xinqi Zhou（33837441）

The rapid development of digital platforms such as TikTok, Instagram and Twitch has revolutionized audiovisual communication, providing people with unprecedented ways to connect, create and consume content. These platforms go beyond the established models of TV and YouTube in the past and take advantage of the unique features of social media, especially in interactivity and liveness, making online shopping more customized, personalized and ubiquitous.

Social media such as Instagram and TikTok have greatly changed online media consumption and challenged YouTube’s dominance as a traditional video platform. Their audience targeting and content strategies cater to the modern demand for fast, convenient and interactive content, which has made social media extremely popular.

TikTok has revolutionized video consumption by promoting short, engaging video clips (15-60 seconds). Its algorithm ensures a continuous stream of personalized content, keeping users engaged for a long time. Traditional media such as YouTube and TV focus on long-form content, which requires more time and attention.

“In less than a generation, social media has evolved from direct electronic information exchange to virtual gathering place, to retail platform, to vital 21st-century marketing tool.” (Madams，2023) Today, TikTok and Instagram have successfully integrated shopping features, enabling creators and brands to sell products directly through their content.

2016 is known as the start of live streaming. After that, during COVID, the lock-down has taken a heavy toll on the economy. In China, the Chinese government tried to save it by participating in online markets, It was at this time that live streaming showed explosive growth. This year, the transaction volume of live streaming reached 137 billion US dollars, with a growth rate of 111%（iresearch, 2024). The success of this campaign has attracted the attention of many brands to the sales method of live streaming. Live streaming has become one of the main sales channels, covering various fields such as clothing, beauty, food, accessories and so on.

The success of TikTok live streaming is that online shopping provides users with a real-time interactive shopping experience. Users can ask questions through comments, interact with the anchor, and even complete purchases during the live streaming. Secondly, live shopping provides a sense of “virtual presence” through “real-time”. Viewers can see the anchor show products, answer questions, and provide purchase links in real time during the live streaming.

TikTok shopping also takes advantage of the platform’s imitation and participation characteristics. Many users will create content in the form of imitating live shopping, or use the platform’s short video function to share their purchase experience.

Hailey Bieber’s beauty brand Rhode has achieved great success through strategic use of social media, leveraging her personal brand, and focusing on reliable and high-quality skin care products. Hailey used platforms such as Instagram extensively to preview the release of Rhode, generating anticipation through posts, stories and tagging the brand in her shiny selfies. Secondly, Hailey Bieber’s status as a global fashion icon ensures that her personal endorsement becomes a powerful driving force for the brand’s popularity. Fans see her as a trendsetter, eager to emulate her style and beauty choices. Rhode has not only established herself as a successful skincare brand, but has also demonstrated how social media can transform a celebrity career into a cultural phenomenon.

TikTok’s live streaming and shopping features embody a shift in the function of media, combining real-time interactions with viral content creation to redefine consumer behavior and brand strategy.

Reference List:

1. iresearch Available at: https://www.iresearch.com.cn/report.shtml (Accessed: 12 March 2024).
2. Madams (2023) The evolution of social media: How did it begin, and where could it go next?, Maryville University Online. Available at: https://online.maryville.edu/blog/evolution-social-media/ (Accessed: 12 November 2023).
3. Johnson, B. (2024) Social Media Evolution: The past, present, and future of social marketing, Inspira Marketing. Available at: https://inspiramarketing.com/social-media-evolution-the-past-present-and-future-of-social-marketing/ (Accessed: 26 November 2024).
4. Mehta, I. (2023) Tiktok shop officially launches in the US, TechCrunch. Available at: https://techcrunch.com/2023/09/12/tiktok-shop-officially-launches-in-the-u-s/ (Accessed: 26 November 2024).