TikTok intensifies initiatives to venture beyond smartphones
TikTok's Out of Phone program has made its way to the United States, offering expanded opportunities for brands and creators to connect with physical audiences.
At the helm of this initiative is Dan Page, the global head of partnerships and new screens at TikTok. The program, designed to provide real-world opportunities for TikTok's content to reach consumers, has garnered support from notable figures such as Kristen Jackman, senior vice president of Westfield Rise U.S.
Westfield Malls have joined forces with TikTok, with TikTok content set to appear on screens across the malls. This deal also includes partnerships with digital media providers like Rockbot and previously launched networks such as Loop TV and Screenvision. As a result, TikTok content will be displayed on tens of thousands of screens at consumer-centric locations across the country.
The partnership with Rockbot, a streaming digital media provider for businesses, will see TikTok content in more shopping environments, including vehicles, malls, fitness centers, airports, and others.
Luxury shoppers are among the platform's growing user base, using TikTok to discover items across various categories, including luxury goods. Influencers like Becca Bloom, part of the #SilentRich or #RichTok community, showcase luxury lifestyles with subtle cues, appealing to users seeking aspirational but relatable content through soft power and minimalist storytelling.
Product reviews on TikTok are popular among luxury shoppers, who explore detailed guides and exclusive hauls of designer goods, such as luxury handbags from top brands like Chanel, Louis Vuitton, Gucci, Dior, and Miu Miu. The platform hosts many discovery spaces where users access curated content and reviews to inform high-end purchasing decisions.
TikTok Shop, TikTok's e-commerce solution, saw significant revenue growth last year, with U.S. TikTok Shop users averaging $700 per user. While specific luxury shopper spending is not detailed, the strong engagement and spending behavior on TikTok Shop overall, likely encompassing various categories, including fashion and luxury items, contributed to this growth.
The expansion of TikTok's Out of Phone program includes partnerships with four new companies, ensuring that TikTok's content continues to reach consumers in innovative and engaging ways. This move marks a significant step forward for TikTok's presence in the physical retail space, making it an exciting time for both brands and consumers on the platform.
- Dan Page, the global head of partnerships and new screens at TikTok, spearheads the expansion of the Out of Phone program, aiming to connect brands and creators with physical audiences.
- Westfield Malls have collaborated with TikTok, with TikTok content slated to appear on screens across the malls, also partnering with providers like Rockbot and networks such as Loop TV and Screenvision.
- The collaboration with Rockbot, a streaming digital media provider for businesses, will extend TikTok content to more shopping environments, including malls, fitness centers, airports, and vehicles.
- Luxury shoppers are increasingly using TikTok to discover items across various categories, as influencers like Becca Bloom, part of the #SilentRich or #RichTok community, showcase luxury lifestyles subtly, appealing to users seeking aspirational yet relatable content.
- Product reviews on TikTok are particularly popular among luxury shoppers, who delve into detailed guides and exclusive hauls of designer goods, such as luxury handbags from top brands like Chanel, Louis Vuitton, Gucci, Dior, and Miu Miu. TikTok hosts numerous discovery spaces where users access curated content and reviews to guide high-end purchasing decisions.
