TikTok will teach Publicis clients about viral commerce

has a new program with Publicis Groupe to teach brands about “community ,” which is TikTok’s name for the online shopping happening on its app.

On Tuesday, TikTok and Publicis announced that they would collaborate ahead of the holiday season to introduce marketers to concepts like #TikTokMadeMeBuyIt, a popular hashtag used by consumers to show off which products they discovered.

TikTok announced that this is its first relationship with a holding company that focuses exclusively on commerce.

“Publicis clients will be chosen to participate in TikTok’s first-ever ‘Community Sprint,’ a bespoke incubator program that will prepare brands to create impactful commerce campaigns for TikTok ahead of the holidays,” TikTok announced. “Through this multi-week program, participants will receive access to cross-functional support and coaching on Community Commerce best practices from dedicated TikTok teams.”

This is not TikTok’s first special relationship with a top agency. In February, TikTok struck a partnership with WPP to give it early looks at new ad products. That announcement was timed around the yearly digital NewFronts, when video platforms show off content and advertising technology to potential advertisers.

It’s not unusual for platforms to create custom programs for ad agencies to keep brands informed on how the services work. is a competitive category, too, with YouTube, Facebook, Twitter, Pinterest and Snapchat all developing their shopping potential.

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