Shopping app LTK beefs up consumer app with focus on videos as social algorithms keep changing

LTK is revamping its consumer app to empower creators against algorithm changes on platforms like TikTok and Instagram. The new design will integrate features such as social media-style video sharing, direct messaging, and discovery feeds, giving creators more control and an opportunity to monetize their content better. By providing a familiar social media experience, LTK hopes to attract more users and advertisers, particularly appealing to its core demographic of Gen Z and millennial women, which constitutes a significant portion of its 40 million monthly users.

"Because traditional social media platforms have shifted from a place to see people you follow to algorithm-driven, interest-based feeds, there's a lane open to create this type of experience," said Dina Murphy, product director of LTK.

"It's also about attracting more ad dollars: If creators are able to grow their social content on LTK, the app can use it to attract more advertisers - especially those eager to reach its some 40 million monthly users..."

"Despite a difficult economic time, some people will still shop for non-essentials from DTC brands and other luxury goods..."

Read at Digiday