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- Friday, May 26
Friday, May 26
Today's DTC news, tips, & tools you need to know
💃🏽 27 brands killing it on TikTok
📰 TL;DR - Here’s a great roundup of 27 brands that are absolutely winning on TikTok, as well as why they’re winning. Not all of these are e-comm brands, but you will find Gymshark, Crocs, Fenty Beauty, and Scrub Daddy. But even the non e-comm brands are some great inspiration. The common thread you’ll find here is that these brands know how to expertly and authentically engage with TikTok’s culture and memes. And they hop on trends fast.
💡 Insight - For my two cents, I think there are two ways brands mess up on TikTok. First is when it’s obvious whoever is posting has spent absolutely no time on TikTok. I promise you that the only way to understand TikTok culture is to participate. I don’t necessarily mean posting right away, I mean actually watching the app every day exactly like its users do. It’s obvious as hell when a brand parachutes onto the app and tries to pull off a “how do you do, fellow kids.”
The other issue is being slow. Trends happen fast — if it takes two weeks and five stakeholders to post anything, you’re going to look rather silly with your old memes.
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👙 How ThirdLove made buying bras online possible
📰 TL;DR - Over on Shopify’s podcast, they talked to ThirdLove, a bra brand that has some very interesting features for buyers. First, they have an extensive size-matching process involving a questionnaire and virtual fitting room with tips for measuring at home. They also have a Try Before You Buy program where shoppers only need to pay shipping to try on a bra before deciding if they’ll keep it.
💡 Insight - If you love founder stories, this is a great read. But what I really love is how ThirdLove solved a major problem. Buying bras online is nigh impossible without tools like this, it’s just too fiddly a fit to get right from simply reading a product description. If you have a product that’s also tough to buy online, you might be able to take some inspiration here.
🤖 TikTok is testing an AI chatbot
📰 TL;DR - TikTok is testing an AI chatbot called Tako in select markets. It can answer natural language questions and recommend new content based on that. It’s a big upgrade from TikTok’s current search function, which can be lacking. Why do a whole chatbot? I don’t know, but it’s happening!
💡 Insight - I’m sharing this because my sincere hope is that this will have some e-comm applications. Like if you asked Tako to recommend a new foundation, or a supplement, or whatever, it could potentially bring users to your brand. This is very theoretical, to be fair, but it is a reminder that SEO now matters on TikTok. Both for applications for this chatbot, and for the search, which can handle natural language to some extent already. Don’t just use hashtags! Write some words!
🛠️ Things worth checking out
👀 LOOK INSIDE - You know Amazon’s “look inside” feature? Yea, you should be using it. Read more here.
🧴 GET VIRTUAL - Leneige has launched a virtual store powered by Obsess, the buzzy new virtual store-building app. Check it out here.
🐶 PETS FTW - Read here about Chewy turned itself into the largest online pet pharmacy.
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