#nofilter: Why the slower uptake for live streaming in the US? Hall theorizes it's partly due to brands misunderstanding the strategy. "Early on we saw a lot of brands take a much more polished, more theatrical approach to live shopping on TikTok Shop," she explains. "They had a fancy set, a celebrity face of the brand, more of a QVC approach." What truly works, Hall argues, is "more of that unpolished community building where a really great host is able to connect with viewers." She highlights the power of "expert creators that are really focused on entertainment," who take viewers on a journey to understand product benefits, rather than just focusing on the sale.

Inhuman beauty standards: "We have to be especially careful about how we're using generative AI from a content perspective," Hall cautions, particularly in the beauty vertical. So much of the beauty content, especially on TikTok and TikTok Shop, "is fueled by problem, solution and real results," she explains. While TikTok's Symphony tools can help with ideation and scaling video, the risk of backlash from using AI influencers to showcase beauty transformations is high. "We don't want to ever use a robot to show results of beauty," Hall says, emphasizing the potential loss of trust.

Google, who?: Looking ahead, Hall is most excited about a less glamorous, but foundational area: search. "For the first time since Google emerged as the leader in search, there's some real exciting competition out there," she says. The search landscape is undeniably shifting; over 50% of Gen Z now prefer TikTok as their primary search engine, and Iced Media’s own tests show paid search ads on TikTok outperforming traditional campaigns. Hall points to the growing use of ChatGPT for beauty recommendations and the need for brands to rethink SEO. "The search climate is more exciting than it's ever been," she says. "Brands that are not thinking about it today are going to be left behind."

The ripple effect is real: While TikTok Shop may be leading the charge, Hall points out that innovation isn’t limited to one platform. "Shop with YouTube is really ramping up a lot of exciting tools and technology," she says, including perks like covering the first 3% of affiliate commissions. Snapchat’s creator marketplace is also now in play. Meanwhile, AI-powered tools like Meta’s Advantage+ and TikTok’s Smart Plus are delivering better performance results than ever. "The halo effect we’re seeing from TikTok on platforms like Amazon and Sephora is really exciting," Hall adds. "It’s our responsibility to keep our clients at the forefront."