After going dark and then restarting over the past weekend, the future of TikTok remains unclear. Former President Joe Biden said he’d leave the decision to ban the social media app up to new President Donald Trump — who said he’s looking at issuing an executive order for a 90-day extension to the law banning the platform.
Amid this uncertainty, many brands are turning to alternative social commerce platforms. Late last week, Orme, the social commerce platform designed to empower beauty brands, said beauty brands Bime Beauty, Ideo, Masami and Shayde Beauty have joined the platform, “which drives higher ROI for both brands and influencers while prioritizing user privacy,” the company claimed.
“Social selling is a vital marketing strategy for beauty brands, which must now explore new ways to diversify in preparation for sudden shifts in the social commerce landscape,” said Faisal Ahmed, chief executive officer of Orme. “These brands need a platform that delivers results without the complexities and challenges tied to legacy social media apps. Orme’s user-first approach empowers everyone in the ecosystem — from influencers and brands to everyday users — while upholding the highest standards for data privacy and content quality.”
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The Orme marketplace was cofounded by Xcel Brands and Kconnect Bio. Here, Robert D’Loren, chairman and CEO of Xcel Brands, shares insights about the platform and its value proposition for brands.
WWD: As brands rethink their social commerce strategies as a result of the uncertainty around TikTok, what should they be prioritizing? How does Orme address these priorities?
Robert D’Loren: For brands venturing into social commerce, the principle of caveat emptor — buyer beware — has never been more relevant. It is essential for companies to critically evaluate whether a platform possesses the comprehensive technology ecosystem needed to support social commerce effectively. In today’s landscape, a platform must be far more than just a distributor of video content; it must provide a robust, end-to-end solution designed for seamless commerce.
The first step is identifying platforms explicitly designed for true social commerce. These platforms should include advanced product and user/influencer attribution engines that facilitate meaningful interactions and transactions. Equally important is focusing on specialist platforms tailored to specific niches such as beauty or collectibles. These targeted platforms excel at fostering vibrant communities centered around shared interests, which can be invaluable for building loyalty and engagement.
Transparency is another critical factor. Brands need platforms that are not only influencer-friendly but also transparent in their operations, ensuring fairness and trust within the ecosystem. Finally, the financial model of the platform warrants close consideration. Brands must assess whether the platform operates on a pay-to-play basis or a performance-driven model. The latter often yields a better return on customer acquisition costs, making it a more sustainable option for long-term success in social commerce.
WWD: How does Orme address key concerns and capabilities like data privacy and seamless commerce, which are often overlooked by other emerging social platforms?
R.D.: Orme was designed from the ground up by a collaborative team of technology innovators, merchants, and media experts, all with a shared vision of redefining social commerce. The platform delivers a seamless, end-to-end solution that not only enables brands to create and distribute content effectively but also prioritizes user privacy at every step. Built on the robust AWS [Amazon Web Services] platform, Orme ensures that customer data remains entirely under the brand’s control. Unlike many emerging social platforms, Orme does not share customer data, allowing brands to maintain ownership of the customer journey and protect sensitive information while delivering a tailored, secure experience.
WWD: A more fragmented social selling landscape is bound to bring disruption. How will it affect both brands and creators?
R.D.: We believe the future of social commerce is poised to evolve into a dynamic mix of dominant multicategory platforms, such as Facebook, Instagram and Amazon, alongside niche platforms like Orme, Whatnot and Flip, which excel at cultivating vibrant, interest-based communities. This shift toward a more fragmented social selling landscape will undoubtedly bring disruption, but it also offers unique opportunities for both brands and creators.
For brands, these platforms present specialized tools and capabilities designed to engage targeted communities with precision. By connecting with audiences that share common interests, brands can enhance their ROI and build deeper, more authentic relationships with their customers. Niche platforms like Orme enable brands to tailor their strategies in ways that large-scale platforms may not, offering a competitive edge in the rapidly evolving social commerce space.
For creators, the rise of democratized platforms like Orme opens up new avenues for meaningful earning opportunities. These platforms emphasize community-driven content, amplifying creators’ reach and influence in a way that prioritizes authenticity and connection. By aligning with platforms that are purpose-built for their needs, creators can benefit from increased visibility and the potential for more sustainable, performance-based revenue streams.
In this fragmented landscape, both brands and creators stand to thrive by embracing platforms that align with their goals and foster genuine engagement within their respective communities.
WWD: Content ownership and brand representation are growing concerns for companies on social media. How can brands ensure their content is used effectively and aligns with their goals?
R.D.: Content ownership and brand representation have become critical concerns for companies navigating the social media landscape. As user-generated content proliferates and the lifespan of brand-created content on social platforms grows increasingly short, brands face the challenge of ensuring their messaging is both effective and aligned with their goals. Orme provides a transformative solution to these challenges by leveraging cutting-edge technology to amplify the reach and impact of brand content.
Orme’s AI-powered content moderation and amplification extend the longevity and visibility of brand-generated content, increasing its effectiveness by up to 100 times. This technology ensures that a brand’s message not only reaches its intended audience but also resonates deeply within its community. By seamlessly integrating features like shoppable videos and fostering direct community engagement, Orme elevates the ROI on content creation, turning every piece of content into a powerful tool for customer acquisition and loyalty.
With Orme, brands can overcome the constraints of fleeting content life cycles and inconsistent representation, creating a social commerce strategy that safeguards their identity and maximizes their impact. This approach empowers brands to reclaim control of their narrative while effectively engaging with their audiences.
WWD: What do beauty brands stand to lose with a TikTok ban? How can they continue to capitalize on social selling without it?
R.D.: A TikTok ban could create ripples in the beauty industry, especially in influencer-based sales, but the potential impact is far from catastrophic. Influencers are inherently adaptable and quick to pivot to new platforms that offer better opportunities for growth and income. For many, TikTok has not been a significant revenue driver, making the transition to alternative platforms both feasible and appealing.
Orme emerges as a compelling solution in this shifting landscape. Built to democratize the influencer market, Orme offers scalable, performance-based revenue models that benefit both influencers and brands. By fostering community-driven engagement and creating monetization opportunities that go beyond the limitations of TikTok, Orme ensures that beauty brands can maintain — and even enhance — their social selling strategies.
In a post-TikTok world, beauty brands can capitalize on platforms like Orme to deepen connections with their target audiences, empower influencers, and continue driving sales through innovative and performance-focused social commerce tools.
