I caved, and I downloaded TikTok.
Three days later, I opened the app and spent nearly 2 hours on it.
But I wasn't scrolling. I was watching a TikTok Shop LIVE.
And I absolutely loved it!
What is TikTok Shop LIVE?
TikTok Shop LIVE launched about four years ago in the UK. Brands of all sizes are now maximising the combination of community + commerce to reach new audiences and hold explosive launches - like The Ordinary, who generated 100m views and sold 20,000 products in 15 days.
But I don't think you need to be a product-based business or have a huge following to learn from what happens on TikTok Shop LIVE.
In fact, I think businesses and organisations of all sizes can discover fundamental community-building and interaction strategies from this channel.
And those strategies are crucial in a world of AI-produced blandness, generic marketing and declining customer interest.
Stats about consumer loyalty and connection
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44% of consumers say brand interactions feel less personal and more generic than before
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Nearly 1 in 4 consumers say generic marketing actively reduces their loyalty to a brand
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78% of consumers want brands to use social media to help people connect with each other
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When customers feel connected to brands, more than half of consumers will increase their spending with that brand
Understanding contemporary community-building and interaction strategies is not a nice-to-have: it's essential for your business and your sales.
It doesn't matter whether you're an entrepreneur, a founder, or an SME - without an engaged, interactive, supportive community of advocates and customers, your online presence and your business will suffer.
The Curious Case of TikTok Shop LIVE
In this mini-course, you're going to look at the wild, highly profitable world of TikTok Shop LIVE through a specific case study, and learn 7 community-building and interaction strategies you can apply to your own business.
Over 10 videos, I walk you through a close analysis of every element of this TikTok Shop LIVE, from the visuals to the comments to the specific methods of promotion.
Each video is accompanied by a written summary, reflection points, and suggested ideas to apply to your business. You can binge the whole course in an hour, then spend the afternoon applying the ideas to your next launch or community event.
Who built The Curious Case of TikTok Shop LIVE?
I'm Astra, a speaker, writer and advisor to experienced professionals who want to achieve fierce, untamed success. I cut through repetitive, mediocre advice with insight you’ve never heard before, based on 10,000+ hours studying the human condition.
Banal, bog-standard advice is the unspoken issue faced by every experienced professional who wants to innovate their industry. Networking events are all the same. Workshops are all the same. Social media is a sea of AI slop and 1980s ideas packaged as post-2020 wisdom.
The result from taking this advice is a bland business that doesn't stand out, doesn't engage your audience, and is easily substituted for another one that looks, sounds and feels the same. That's not what you signed up for when you started!
I solve this problem by giving you advice you've never heard before, drawn from more than 10,000 hours studying the human condition. This study has led to over 2,000 hours teaching, coaching and facilitating, plus published writing, keynotes and conference spots, peer-reviewed research, digital content, in-person events and working with 60+ brands as a communication professional.
Fresh, disruptive insight stops the creep of mediocrity in your business. It stops the sameness, the blandness, and the boredom that is guaranteed to cost you sales and opportunity.
Instead, with the right insight you'll create a distinctive, unique, engaging business where everyone involved experiences fierce, untamed success - and your community of customers feels more connected than ever.
