As one of the largest social media platforms, TikTok is
constantly testing new ways to help brands engage customers and drive sales.
One concept being explored would allow advertisers to generate AI-powered
influencers right from within the TikTok app. If successful, it could provide
opportunities for both the platform and participating businesses.
Artificial intelligence is playing an increasingly important
role in marketing. On Douyin, China's version of TikTok, AI hosts have found
significant success promoting products through live streams. These virtual
personalities are able to broadcast non-stop, sometimes resulting in thousands
of dollars in daily revenue. For brands, they offer a very cost-effective
alternative to hiring people.
Reports indicate the potential TikTok tool would produce
video ads after receiving basic input from advertisers like product details and
description. An AI influencer would then be developed to act out a generated
script and appear in the promotional clip. These virtual personalities could
also go live and interact with viewers in real-time. Some details suggest the
system would analyze comments to have more natural discussions.
Of course, there are still many unknowns about users'
receptiveness. People may dislike highly human-like simulations or find them
disingenuous compared to real influencers. Developing engaging AI while
avoiding an uncanny valley will be crucial. Early testing will provide critical
feedback before any wider rollout.
If adopted, it could spur new opportunities for commerce. To
date, shopping features haven't taken off as strongly for TikTok globally as
they have on Douyin. While billions are spent annually, the majority supports
creators rather than product purchases. Live shopping and the TikTok Shop
section have struggled to gain real traction. AI personalities may help change
that.
Having a constant virtual presence provides brands a major
advantage. An AI influencer can work ceaselessly making pitches without breaks
like people. Complex strategies could be implemented without relying on human
involvement. As long as the personality seems natural and connects with
audiences, it may inspire more in-app spending.
Any feature helping TikTok generate revenue is worth
exploring. Their goal mirrors Douyin's incredible e-commerce success worldwide.
If virtual influencers can indeed sell products successfully, it would mark a
big step forward for TikTok's business model. Greater sales incentivize more
advertisers, fueling further growth. As with new offerings, starting small and
refining based on behavior will be important. But AI could prove the next phase
in elevating TikTok commerce to new heights.
Of course, if you're looking for an all-in-one solution for
your social media marketing needs, be sure to check out Great SMM. As a premier
agency, they offer the latest tools and strategies through their expert
consultants. Their SMM panel allows for easy management of campaigns across
major platforms like TikTok. Reach out to discuss how they can help take your
brand to the next level.