Interview with We Are Era

TikTok is not just a social commerce platform but an ecosystem where creators play a key role in product promotion. To better understand their impact, we discussed the topic with We Are Era, a leading media company in the creator marketing sector and our partner Emanuele Martinengo, General Manager of We Are Era, shared his insights.

Why are creators essential on TikTok Shop?

TikTok is a platform built on and thriving through users’ original ideas and their viral potential, where spontaneous creativity matters more than artificially polished production quality. Naturally, TikTok Shop, the platform’s integrated e-commerce solution, is also creator-centric.
Creators represent a strategic touchpoint for brands because they can connect directly and authentically with the end consumer. Thanks to their ability to build trust within their community, they can transform commercial communication into an entertainment moment and an authentic shopping experience.
Creators’ videos go beyond the boundaries of traditional advertising, conveying immediacy and empathy. This approach not only makes commercial messages more credible but also accelerates and strengthens the purchasing process.

What strategies work best for integrating creators into a TikTok Shop campaign?

From a strategic perspective, it is essential first to select the creator most aligned with the target audience and the brand’s values. Then, it is necessary to evaluate which storytelling approach and creative execution to adopt through the content creators, based on the formats offered by the TikTok Shop ecosystem.
Considering Lives and Shoppable Videos, for instance, if live streams focus on practical product demonstrations and spontaneous interaction with the community, Shoppable Videos can be built on the same formats that make the creator distinctive and seamlessly integrate with the platform’s organic trends.

Whatever the face of the campaign or the chosen format, granting creators the freedom to explore and interpret the brand’s messages in their own tone of voice is essential. Since the effectiveness of content creators relies on proximity and authenticity, a flexible, even bold approach from advertisers becomes a fundamental condition for successful communication.

What are the most promising trends for social commerce on TikTok?

One of the solutions offered by the platform is TikTok Shop Affiliate, a program that helps brands connect with TikTok creators on a commission basis. TikTok Shop Affiliate allows sellers to find the right audience: companies can identify the most suitable creators to promote their products through affiliation, enhancing conversion rates.

Specifically, live streaming through affiliation is becoming a powerful tool for real-time selling: direct and personal interaction with users, combined with a sense of urgency and high emotionality, creates the perfect recipe for instant conversion. Through distribution on creators’ profiles, Shoppable Videos, on the other hand, allow for great creative experimentation and seamless integration with TikTok’s native language.

What criteria should be considered when choosing a creator for TikTok Shop?

Creators, brands, and communities must share the same language and emotional universe. It’s the creator who sets the tone of the narrative: if their fanbase is engaged and aligned with the target audience of a product or service, the conversation will be authentic and capable of generating genuine interest.
Only in this way can lasting and relevant connections be built, turning engagement into real value.
At We Are Era, our assessment goes beyond mere demographic alignment with the target and delves into the psychographic aspect as well.