TikTok Rolls Out 'Identify Similar Products' Setting for Creators to Direct Viewers to TikTok Shop Tab

TikTok / Lindsey Gamble

TikTok rolled out an 'Identify similar products' setting. Creators can find this feature during post-creation by clicking 'More options.' This setting is turned on by default but can be toggled off. When it's enabled for videos with 'product reviews, tutorials, promotions, displays, or uses, etc.,' TikTok will direct viewers to the TikTok Shop tab to view more related products for purchase.

TikTok

TikTok says that the setting will help enhance the viewer experience and provide additional value for content.

Why It Matters: The feature comes weeks after reports surfaced that TikTok was testing a feature with select creators and brands to make all videos shoppable.

With this setting now available, TikTok is forging ahead with the initiative. This helps TikTok by providing a more shoppable experience without the need for product tags in videos. However, some creators may perceive this as disruptive as it drives viewers away from their videos and may choose to turn the setting off.

To encourage more creators to keep the setting on, TikTok could consider giving enhanced visibility to videos with 'Identify similar product' enabled, similar to what it’s doing for landscape videos, one-minute plus videos, and photos.

A stronger option could be integrating an affiliate component, which could incentivize creators by offering them a share of the revenue generated from sales of products that their videos help drive viewers to.

This would help TikTok with its social commerce and creator monetization efforts simultaneously.