Douyin just announced an e-commerce linking deal with Taobao. Most social media platforms in China have seamless e-commerce linking functions, however, Douyin was originally lacking any ability to link or access external sites. A shopping cart logo has been added to the user interface which content publishers can use to link to product pages on Taobao. Douyin’s popularity has skyrocketed in China, which has attracted a lot of interest from brands looking to tap into the users’ attention with awareness generating KOL campaigns. However, e-commerce linking is a game changer, in that brands can now consider conversion-based KOL marketing strategies.