How TikTok creates a space for community commerce

Retail Gets Real episode 225: TikTok’s vertical director of retail and restaurants Matt Cleary on the company’s commitment to authenticity and inclusivity

In the past year and a half, social media platform TikTok has exploded into the entertainment space. Its unique short-form videos lend a space for creativity and bring joy to hundreds of millions across the world.

Matt Cleary is TikTok’s vertical director for retail and restaurants, where he works with brands on ways to get them involved on the app. Some rely on Cleary’s decade-long retail expertise to navigate best ways to break onto the platform, while some are already being featured in videos and can capitalize on user-generated content to promote their products and brand. Cleary believes the most successful cases are a result of companies letting go and letting the community speak on their behalf.

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When brands listen to what consumers are saying on TikTok, they can gain valuable insight in what products and content they need to create and promote. Many users showcase products during “TikTok made me buy it” videos, a concept Cleary enjoys and views as “contextualizing the impact [a product] has on somebody’s life.”

Tune into this episode to learn more about TikTok’s commitment to authenticity and inclusivity, and how the app has created a space for “community commerce.”

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