TikTok Rivals Prime Day, Puts Creators in the Lead

TikTok shop has enlisted creators to promote their ‘Deals For You Days’, as the platform seeks to rival Amazon Prime Day.

At the end of June, TikTok announced their first-ever ‘Deals For You Days’, which would take place on July 9th. The move is seen as an attempt to compete with Amazon Prime Day, which will occur on July 16-17th.

Similarly to Prime Day, the shopping event includes exclusive savings from popular brands including L’Oréal, NYX, Too Faced, Our Place, and more, but TikTok is harnessing the power of creators to get people purchasing.

Across the social media platform, creators and TikTok Partners are sharing information about the event, encouraging their audience to save the date and showcase their favourite products.

Multiple creators have been using the hashtag #DealsForYouDays to spread awareness about the event. Creators are also being innovative with how they engage their audience in the event, one way they’ve achieved this is by following video formats authentic to them, such as hauls, or ‘Get Ready With Me’ videos. They then use this format to highlight their favourite products available from TikTok Shop, before directing their audience to the event.

Beauty and lifestyle influencer Tati Westbrook is at the forefront of creator promotion for Deals For You Days and is featured in TikTok’s press release about the event. On the day Westbrook will be going live, highlighting her favourite products on sale. During these live shopping events, viewers will save money on featured products in real-time.

Other creators, as well as brands, will also have the opportunity to participate in live shopping events, “where they can interact directly with their followers and share their favorite products and best-sellers.”

By harnessing the creators that have helped build up TikTok and TikTok shop, audiences are engaging with the event before it has begun. Many users have been commenting under videos promoting the shopping event, to let creators know that they have marked the day off in the calendars, or have already started browsing the products they can buy.

Dethroning Amazon Prime Day is no easy feat, but by engaging its extensive userbase of creators, TikTok is showing the power of relationships between creators and their audiences.