With TikTok's future uncertain in the US, e-commerce marketers are reminded of the importance of diversifying their strategies across multiple platforms. Matt Dornfeld, Senior Director at Feedonomics, emphasises the risk of relying solely on one channel in an article on Furniture Today, especially as TikTok's status remains precarious. He highlights that consumers are present on various platforms, so brands must adapt their messaging to fit each one's unique environment.
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Dornfeld also notes the significant role influencers play across social media. While TikTok has been a major platform for product promotion, influencers are now adapting to changes, exploring new platforms like YouTube and Instagram. As platforms shift, trust between influencers and their audiences will be crucial, and marketers should pay attention to how relationships evolve.
The rise of AI-driven influencers and digital twins presents both opportunities and challenges for marketers. These technologies allow for the creation of lifelike avatars, but they raise questions about the quality of content and the authenticity of influencer engagement. As the industry grapples with these innovations, Dornfeld stresses the need for careful and strategic deployment.
Ultimately, the TikTok situation serves as a wake-up call for marketers to prioritise an omnichannel approach, ensuring that brands can continue engaging with their audience regardless of platform changes.
Source: www.furnituretoday.com