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Ecommerce moments of the week: social media takeover 

Phone screen with social media apps on it

This week, explore how TikTok is helping artists expand their musical capabilities via their platform, and delve into Pinterest’s new try on feature for home decor. Plus, find out which entertainment brand Snapchat has joined forces with for its latest partnership. Vote for the ecommerce moment you think will have the biggest impact on Gen Z shoppers on a LinkedIn poll. 

TikTok launches SoundOn 

TikTok already has a huge influence on music discovery among its users, and has arguably played a huge role in pushing emerging artists like Griff and Wet Leg into the fore. Now, the platform has taken things one step further with the launch of Sound On – an ‘all-in-one platform for music marketing and distribution

The new platform allows artists to upload and make money from their songs directly from the app. TikTok has revealed that artists will be compensated “based on how often your music is used in TikTok videos”. SoundOn creators will receive 100% of the royalties from their music in their first year using the platform. After the first year, TikTok will reduce this pay to 90%. 

Phone screen with TikTok logo on it

SoundOn creators can also distribute their music to ByteDance’s (the owner of TikTok) music streaming app, Resso, as well as third-party streaming services like Spotify and Apple Music. SoundOn also provides users with development support, audience insights, and promotional support via TikTok’s creator marketing service. 

In a world where it’s becoming increasingly difficult to make a genuine income from stream revenue alone, this move from TikTok is potentially huge for artists who have been at the forefront of the debate about compensation for creators in the music streaming space. With marketing and development support available, alongside royalties, SoundOn creates a viable income stream for artists looking to monetize their music

Pinterest try ons 

Last month, Pinterest launched a new ‘try on’ feature for the home decor sector. Pinterest users can now test interior setups and homeware items within their own home using AR technology whilst they shop. 

Laptop screen showing a Pinterest board

Pinners can position products from a wide range of retailers, including Macy’s, Walmart and Wayfair with the Pinterest Lens camera. 
The move comes after the platform launched a try on feature for beauty brands, allowing users to virtually test out different beauty products like eyeshadow and lipstick. As a go-to platform for home decor inspiration, the new lens function will no doubt be a hit with Gen Z users – and is a huge swing in the direction of augmented reality in shopping.

Snapchat x Ticketmaster 

Snapchat has partnered with online event marketplace Ticketmaster, to allow users to discover live events happening near them via the Snapchat app. 

Using Snap Minis – bite-sized utilities built with HTML5 that work for all Snapchatters on all devices without installation – Snapchat users can access the new Ticketmaster Mini, Ticketmatcher, by selecting the rocket icon on the Snapchat app. They then fill in a quick survey to outline their interests. Once complete, suggested upcoming shows will appear based on their selected preferences. 

Once an event is selected, Snapchat users can see if any of their friends on Snapchat have matched with the same event, and they can instantly start a conversation via the Snapchat Camera from Ticketmatcher. They can also invite friends, start a guest list and post directly to chat or their story, all without leaving Snapchat. 

This is another step in the right direction for Snapchat – which has really embraced its role as a social app that spans virtual and IRL formats, while adding layer after layer of commerce. 

Discover Student Beans’ brand new interactive report – Gen Z and the future of ecommerce – to explore the four key ecommerce trends you need to be aware of for 2022 – and beyond. 

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