That Walmart was in the hunt for youth-focused TikTok at all initially left some scratching their heads.
If the deal ultimately is approved in both the U.S.
She noted that the company’s annual Shopper Experience Index, found that 42% of shoppers said they have made a purchase on social media, a number that has likely increased during the pandemic and added that the Walmart deal “sends a message loud and clear that these avenues are the next frontier in retail.”100%: That’s at least how much social media referral traffic to online stores has increased over the last two years, according to marketing site.
. “But, social networks can be very fragile endeavors, and young people may be turned off if Walmart can’t restrain itself from rushing in to commercialize TikTok too quickly with products young people don’t connect with.
, an Austin-based advertising and marketing agency that specializes in digital media. “Long-term the odds continue to be stacked against them.”In a bid to reach young people, Walmart has dabbled before in social media ownership. In 2006, it created its own version of MySpace called “The Hub,” with users called Hubsters.
associate professor of marketing at Loyola University Chicago, who studies digital consumer culture and marketing, with a particular focus on TikTok. She noted that in one past campaign, users who clicked a link were directed to Walmart, Target, Amazon, and CVS. “If Walmart has ownership in TikTok, the company may be able to more directly divert consumers to shop on their website,” she said. “This equates to a direct boost in sales for Walmart.
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