Digital & Social
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HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)
MEMBER ROUNDTABLE & BREAKOUT DISCUSSIONS (11:05 – 11:30AM)
I. TikTok Commerce (11:30 - 12:15PM ET)
Viral commerce and the more than 9 billion views on #TikTokMadeMeBuyIt is just one piece of the shopping puzzle on TikTok. As the platform continues to rise in popularity and penetration among millennials and gen Z, it’s leaning into other formats such as shoppable livestreams and in-app buying. In 2022, TikTok will capture even more social commerce spending as new shopping capabilities drive incremental sales growth from existing buyers and help convert TikTok users into new customers. This session will cover the role creators play in driving shopping on TikTok and best practices for brands and retailers in 2022.
Speaker(s):
Debra Aho Williamson, Principal Analyst, Insider Intelligence
II. #SephoraSquad Influences Strategy: Foundation & Sol de Janeiro (12:15 - 1:00PM ET)
As consumers lean more and more on social media to guide their purchase decisions, Sephora has focused on influencer marketing with the expansion of their ambassador program, #SephoraSquad. In this session, the Sephora Social & Influencer teams will overview their program, showcase how they strategically utilize the diverse group of content creators, and share recent creative campaigns.
Speaker(s):
Brent Mitchell, VP of Social Media and Influencers, Sephora