Naming ByteDance’s video marketing platform for e-commerce

Background & Challenge

CapCut is a free, all-in-one, AI-powered video editing app from ByteDance that’s been downloaded by more than 1 billion users. In late 2024, the company rolled out a subscription-based video marketing platform called CapCut Commerce Pro to help e-commerce sellers, brands, and creators produce shoppable content. The new platform’s name, however, was too long and similar to CapCut Pro (the name of the paid, premium version of CapCut), with a tone and vibe that didn’t match the target audience. As a longtime client, ByteDance turned to Catchword to develop a new name.

Naming the Brand

Adapted from pipit, a lark-like bird found around the world, Pippit subtly mimics the plosive fun of CapCut and is easy to pronounce for an international audience. The name’s creativity and energy match the personality of innovative e-tailers and creators, while the bird theme inspires a memorable mascot and rich territory for copy and design. The name also lends itself well to use as a verb (an important consideration with apps). The -it ending further encourages verb use, as in “I’ll Pippit and post tomorrow.” 

Outcome

ByteDance launched the rebrand to Pippit in spring 2025, with a new site and design that lean into the breezy, uplifting tone of the name and the bird theme—with a stylized bird in the logo and flight-inspired tagline, “Create with wings.” The platform’s name, look, and feel are all now distinct from CapCut, signaling clearly that the platform is designed expressly for the needs of e-commerce customers.