Attention has become a key metric in measuring ad performance, complementing or even replacing legacy KPIs like viewability and completion rate, now seen as insufficient. Attention tracker solutions refine this measurement, putting increasing pressure on OpenWeb ad networks.

News publishers, in particular, struggle to deliver the attention levels advertisers now demand. Compared to TV or social media, their formats underperform and risk being excluded from media plans.

Only innovative formats like the one offered by ViewPay.tv can significantly boost attention and performance. This technology is available to all ad networks, under license or managed service.

With TikTok Shop, advertising engagement evolves from a mere vanity metric to a concrete conversion driver. In this interview, we explore how the most dynamic social platform of the moment is rewriting the role of content and creators, shifting the focus from pure entertainment to commercial performance—within an ecosystem that is now fully full-funnel. We dive into the metrics that truly matter, the operational challenges brands face—from large-scale content production to live shopping management—and the paradigm shift needed to work with creators in an affiliate model. A strategic perspective, designed for those who need to blend branding and sales in one of the most competitive and fast-evolving contexts of digital marketing.

🗣 TikTok Shop: how is it redefining the concept of advertising engagement?

The introduction of TikTok Shop is fundamentally reshaping how advertising engagement is perceived on the platform, radically transforming TikTok’s role in the social media landscape.
With native shopping functionalities now integrated, TikTok positions itself as one of the most comprehensive social platforms globally—becoming truly full-funnel.
Before Shop, TikTok primarily excelled at the upper and mid-stages of the marketing funnel: awareness, interest, and consideration. Engagement was mostly measured via vanity metrics—views, likes, comments, shares—important indicators, but often disconnected from direct sales impact, which mostly happened off-platform.
Now, with TikTok Shop:

• The user experience is complete: users can discover a product via an organic video, ad, or live session, learn more, add it to their cart, and check out—all without leaving TikTok. This seamless journey marks a fundamental shift.
• Engagement now touches the low-funnel: the concept of engagement expands beyond superficial interaction to include concrete, measurable actions tied to the bottom of the funnel.
• Conversion-centric KPIs: the ability to track the entire user journey to purchase allows brands and advertisers to shift focus. Campaigns no longer aim only to create buzz or gain visibility—they can now be optimized and evaluated based on KPIs directly tied to conversions and advertising ROI. Engagement now includes metrics that directly impact business performance.

🗣 How is the role of creators evolving?

TikTok Shop is radically transforming the role of creators on the platform, making them integral players in the sales cycle.
Creators now play a pivotal role in users’ purchasing journeys. Their influence goes far beyond inspiration or entertainment. Thanks to features like product tags and storefronts, their recommendations can directly lead to purchases—without the user ever leaving the app.

During this feature’s consolidation phase, creators also serve an educational role. Many are creating tutorials to guide users step-by-step through the shopping functionalities—how to add items to the cart, how to complete a transaction. This not only facilitates adoption but also reinforces trust in TikTok’s integrated e-commerce system.

This model is essentially structured as affiliate marketing: creators earn commissions (typically between 10% and 20%) on the sales they generate through their content.
We’re witnessing the emergence of a new role within TikTok’s ecosystem—the affiliate creator—whose success is measured not just in terms of engagement, but in their ability to drive direct sales.

🗣 What are the key challenges brands face in activating the channel and running effective campaigns?

For brands aiming to leverage TikTok effectively—especially with the integration of Shop—several strategic and operational challenges must be addressed.
First, there’s the demand for almost mass-scale content production. The platform’s algorithm and culture reward consistency and frequency, pushing brands to create a high volume of content. What performs best on TikTok often contrasts with traditional advertising—favoring a more raw, authentic style, with a natural focus on the product. This requires a mindset shift and adaptation of internal creative processes.

Another major challenge lies in embracing affiliate marketing with creators. This model involves significant delegation: brands don’t control the final creative output. To preserve the authenticity that makes these partnerships effective, brands must accept limited oversight over messaging—trusting creators to interpret briefs genuinely. This requires trust, clear yet flexible guidelines, and tolerance for some reputational or brand coherence risks.

Lastly, managing live shopping effectively is another complex challenge. Live sessions are a powerful real-time conversion tool, but they require specific skills—live presentation, community management, real-time moderation—and introduce a much less filtered mode of communication. Brands need to be prepared, agile, and authentic to turn this channel into a true sales driver.

🗣 Can you share some best practices for an effective social commerce strategy on TikTok Shop?

Success on TikTok Shop requires a multichannel strategy combining creativity, interaction, and platform-specific functionalities. Here are some best practices:

• Create authentic, shoppable content: focus on native-style TikTok videos—spontaneous, entertaining, sometimes educational, but always authentic. Integrate products naturally, avoiding intrusive ad formats. Use product tags to make content instantly shoppable without disrupting the user experience.
• Optimize the Shop Tab: curate your profile’s Shop section carefully. Use high-quality images/videos, clear descriptions, and accurate pricing. Group products into logical categories to ease navigation.
• Leverage live shopping strategically: don’t just sell—build a community. Host themed live sessions, product Q&As, real-time demos, and exclusive live promotions. Real-time interaction builds trust and drives conversions.
• Collaborate with creators: partner with creators (via the Affiliate Program) whose audience matches your target, and whose tone aligns with your brand. Allow creative freedom to present products authentically—genuine recommendations are far more effective.
• Monitor and optimize performance: use TikTok’s analytics (for content and Shop) to identify what works. Track which videos drive product interest, which items sell the most, which creators convert best, and which shopping journeys are most efficient. Continuously refine your strategy based on these insights.

🗣 Which metrics are most indicative of success on TikTok Shop?

To properly assess your performance on TikTok Shop, focus on a set of KPIs that capture both sales volume and conversion efficiency. These can be grouped into two categories:

1. Sales Metrics (measuring commercial output):

• GMV (Gross Merchandise Volume): the total value of all products sold on the platform during a given period—before fees or refunds.
• Units sold: total number of individual products sold—useful for inventory and popularity analysis.
• Orders: total number of completed transactions. One order may include multiple products.
• Buyers: unique customers who’ve made at least one purchase—helps track customer base growth.
• SKU orders: breakdown of sales by product variant (size, color, etc.)—crucial for inventory optimization.
• Refunds: volume or value of refunded orders—key for assessing customer satisfaction and product quality. High refund rates signal potential issues and impact net profitability.

2. Traffic & Conversion Metrics (measuring funnel efficiency):

• Page views: total number of product page views—reflects content-driven traffic.
• Visitors: number of unique users visiting product pages—shows reach and interest.
• Conversion rate: calculated as (Orders / Visitors) × 100. A critical metric for funnel efficiency—it reflects how well your product mix, pricing, and UX convert interest into purchases.

While sales metrics capture final output, traffic and conversion indicators reveal how you’re achieving those results and how efficient your funnel is. Monitoring both is key to a comprehensive performance view.

🗣 UGCs have long been a driver of authenticity and engagement. With TikTok Shop, they become a commercial touchpoint. How does the production and management strategy change when the goal shifts from awareness to conversion?

This strategic shift can be summed up in three core points:

• Product-centric authenticity: encourage the creation of UGCs that naturally showcase the product—highlighting benefits or post-purchase experiences. These should still feel spontaneous but be inherently useful to potential buyers by preemptively answering questions and concerns.
• Strategic use for conversion: evaluate and manage UGCs not only for engagement but for their ability to build purchase intent. Amplify high-performing UGCs, integrate them into the purchase journey, and repurpose them in targeted campaigns to turn social proof into a sales engine.
• Preserve authenticity: while conversion becomes the goal, it’s critical not to compromise credibility. Avoid tactics that make UGC feel like disguised advertising—this undermines trust and, in turn, its power to influence sales.

How can you maximise your visibility when the French are subjected to over 1,200 stimuli every day? How can a brand get noticed and boost its impact? 
 
It’s no coincidence that the digital out-of-home (DOOH) sector is the 2nd most dynamic medium in 2024 after digital, capturing 46% of outdoor advertisers compared with 27% 5 years ago (source: BUMP 2024 France Pub – IREP – Kantar).
 
With innovations like the Skyframe Italie Deux – the new 2x34m2 double giant screen (indoor and outdoor) is an even more spectacular opportunity to capture consumers’ attention. Faced with an increasingly demanding and connected audience, adopt an iconic and unique format in a highly standardised DOOH market and add value to your brand by becoming unmissable. 34m2 is the best way to be seen.

For over 70 years, Cityz Media and the City of Paris have cultivated a solid relationship of trust, reinforced in 2019 by the award of the Street Furniture contract.

Today, this partnership is extended with the renewal of the contract for a further two years, until March 2027, attesting to Cityz Media’s constant commitment and proven efficiency in the operation, maintenance and cleaning of the 1,630 MUIs spread throughout Paris, supported by a dedicated team of nearly 60 people.  

This renewal testifies to Cityz Media’s ability to anticipate and meet challenges, from health and social crises to major high-impact events such as the Olympic and Paralympic Games. This expertise guarantees the City of Paris seamless continuity of service and impeccable quality in the management of its street furniture, thanks to the efficiency and daily dedication of Cityz Media’s teams.

Social media shapes our vision of the world and has taken over our minds. Internal communication must evolve to become more impactful. “Experiential events,” which embody strategy and values, generate a far greater impact than social media. They engage people physically and emotionally, creating lasting connections, while harnessing collective emotion to truly capture attention.

Engaging teams may seem like an obvious solution, but in 2025, it is essential. This approach sets us apart from traditional digital tools, video speeches, social networks, and internal messaging—all of which are often drowned out by the thousands of daily messages circulating on these platforms.

The true value of a company lies in the human chain that holds it together. The challenge for 2025 is to MOTIVATE your teams by creating internal “positive counter-influence” campaigns rooted in experiential events.

Inclusivity and accessibility have become central themes in communication today—not only as ethical imperatives but also as strategic levers for organizations and professionals in design, content creation, and development. Communication wields significant influence in shaping perceptions, reference models, and access to information. Thus, those working in the sector bear the responsibility of fostering new narratives that dismantle stereotypes and broaden shared cultural imaginaries.

This white paper delves into the importance of adopting approaches and strategies that embrace diversity and ensure equitable access to information, which is essential in an increasingly interconnected society.

Introduction

In the digital age, people’s expectations of communication have undergone a radical transformation. Communication now means more than disseminating messages—it’s about creating authentic, inclusive, and accessible experiences that generate real and lasting impact.

But what do we mean by “Inclusivity” and “Accessibility”?
The two terms represent distinct yet deeply complementary aspects:

• Inclusivity involves authentically and respectfully representing diverse experiences and identities. It reflects the recognition of individuality and others’ choices.
• Accessibility, in the realm of design and technology, entails creating content, services, and platforms that are easy to use for everyone, regardless of abilities or the technologies they employ. This is governed by regulations outlining indicators and standards to be met.

The Challenge of Representation: Toward a Pluralistic Imaginary

The Current State
According to a 2023 report by CreativeX, only 4% of individuals featured in over 126,000 global advertisements were aged 60 or older. This reveals how older demographics are nearly absent from mainstream cultural narratives, and when represented, they are often portrayed in stereotypical or negative ways. This bias extends to younger generations with foreign backgrounds, the LGBTQIA+ community, and people with disabilities. Non-inclusive representations restrict the audience’s worldview, confining it to standardized and conventional models.

Implications
The challenge is to craft new narratives that honor human diversity, celebrate a plurality of experiences, and adopt inclusive models that allow everyone to see themselves reflected in communication.

The Power of Language: Inclusion Begins with Words

Linguistic Biases
A “Language Bias in Performance Feedback 2024” report highlights that women are seven times more likely than men to internalize negative stereotypes. This bias is evident in language, which historically defaults to male-centered norms. For example, the generic masculine is still widely used, and adopting gender-specific professional titles remains challenging.

Language Evolves with Us
Choosing words thoughtfully is a crucial step in combating discrimination and promoting respectful communication. The potential for meaningful change is both tangible and necessary. Using language more consciously broadens shared cultural horizons, ensuring that everyone feels “seen” and welcomed.

Designing Accessible and Inclusive Experiences

The Current Context
Approximately 15% of the global population lives with some form of disability—whether temporary or permanent (Beyond Accessibility Compliance, Sukriti Chadha). Despite advancements, millions face barriers when interacting with products or services, especially online. Digital barriers severely restrict access to social and professional opportunities, making accessibility an urgent priority.

Strategic Solutions
Creating accessibility involves implementing universal design practices and solutions that are usable regardless of hardware, software, language, or abilities. Tools such as readability testing, multilingual translation, alt-text for images, and responsive design are essential.

Accessible Design
To ensure content is accessible, specific design elements should be integrated early in the process, including:

• High-contrast color schemes to enhance readability.
• Alternative text for images, enabling visually impaired individuals to access information.
• Subtitles and transcripts for audio and video content to assist those with hearing impairments.
• Simplified and structured text layouts, which improve comprehension for individuals with cognitive or learning disabilities.

Conclusions

The Impact on Brands
Creating accessible experiences not only enables everyone to participate fully in social, cultural, and professional life but also broadens potential audience reach. Incorporating accessible practices and inclusive language presents an opportunity to extend the reach of your content and strengthen your brand. This is not a fleeting trend—it’s a foundational element of modern and responsible communication.

Want to Learn More?
In the podcast Fuori Standard, Triplesense Reply offers practical insights and in-depth discussions on accessible design and inclusive language, contributing to a more equitable and inclusive society.

Listen to all episodes and discover how to create communication that embraces and celebrates the richness of human diversity.

 

RevolutionR announces its entry into the territorial sponsorship market, with the ambition of marrying brands and territories. Territories are real playgrounds for advertisers: anything is possible. Our expertise enables us to create unique experiences and tell stories that reflect the values of our brands and the specific characteristics of our destinations.

To launch this department, RevolutionR is bringing on board two of France’s leading outdoor destinations: Val Thorens, Europe’s highest ski resort, voted best resort in the world on several occasions, and Médoc Atlantique, with its 13 communes from Lacanau to Verdon-sur-mer, an emblematic surfing and outdoor leisure destination.

With the launch of our territorial sponsorship service, RevolutionR is positioning itself as the essential gateway for brands wishing to associate themselves with territories.

If you are interested in this subject….

At Usbek & Rica, we see this reflex in organisations every day: as polycrisis escalates, they adopt emergency communications to convince everyone that they are moving faster than anyone else. Let’s be honest, it doesn’t work. Worse, it adds noise to the noise. Too many years of greenwashing have gone by: audiences have become intransigent, even insensitive.

At Usbek & Rica, our work with companies and institutions involves exploring the future to gather audiences around stories that embrace contradiction and dare to be enthusiastic.

Our current obsession? To enable every organisation, and even every employee, to behave like a “good ancestor” from now on, and thus leave a positive mark on future generations.

From performance comparison between TikTok and Instagram, to UGC content, AI, Deinfluencing and much more. All the hottest influencer marketing trends of 2024, studied and converted into strategic information through a +50 page report – DOWNLOAD NOW.

Influencer marketing is changing once again and those who work in this industry know it well. 2023 in particular has seen the emergence of new trends dictated by technological changes and innovative strategies for the creation of content intended for brand-influencer collaborations. But not only that, consumers’ attention to various topics now considered essential has also increased, which no longer allows an influencer to simply advertise to earn money.

What is the current situation? How is the influencer marketing landscape evolving in 2024?

At Inflead DataLab we did a comprehensive research, analyzing the direction in which the market is moving and condensing this information within a +50 page report. More information