TikTok and QVC team up for star-studded Super Brand Day in LA

QVC is leaning into a 24/7 social commerce strategy via TikTok Shop, aiming to modernize its image, expand audience reach, and boost sales. Here's what you need to know:

• QVC is shifting focus to round-the-clock live selling on TikTok, complete with dedicated studios and hosts to appeal to social-savvy shoppers.
• The brand aims to reach younger audiences through TikTok while continuing its Q50 ambassador program, which spotlights over-50 celebrities like Hoda Kotb and Billie Jean King.
• QVC and TikTok held an 8-hour live Super Brand Day on May 14th in Santa Monica to launch this initiative, mirroring brands like Rare Beauty and e.l.f. that have previously seen major success with Super Brand Days.
• "TikTok is live all the time, so it's just a natural place for us to go," said Annette Dunleavy, QVC exec

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U.S. TikTok Shop Sales by Channel

Looking at the past 12 months of total U.S. TikTok Shop sales, we can see that prerecorded video content makes up 57.5% of the total revenue. Live streams make up 23.1% of the total revenue, and TikTok Shopping Mall sales bring in 19.4% of the total revenue.

The Success of Super Brand Days on TikTok Shop

Brands such as e.l.f. Cosmetics have seen great success by taking part in TikTok's Super Brand Days, which are high-impact marketing campaigns that put brands front and center on the platform.

e.l.f. Cosmetics had a TikTok Shop Super Brand Day running from March 31, 2024 - April 3, 2024. The week of March 31st drove $449K and was the brand's top-selling week on TikTok Shop ever.