TikTok for E-Commerce Tips on 10 Brands' TikTok strategies

In the beginning, the moment Jones Road Beauty shared their initial TikTok videos that showed their 'less is more' makeup philosophy The company had no expectation of how well they'd perform.

They were pleasantly surprised by the positive response.

The video clips that were bite-sized helped increase participation as well as the revenue of the cosmetics brand in line with as Cody Plofker, the Director of Ecommerce. In actuality, TikTok contributed 2% of their total income in 2020. The figure reached 34% in 2022.

What makes TikTok capable of providing such a stunning performance?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok -- analyzing their approach, which includes the type of videos they're uploading, as well as the methods they're using to reach out to their target audience.

Our findings were compiled into a series of practical steps to help you make highly-converting TikToks that can help increase brand awareness, grow participation, and drive sales.

Ten steps backed by research to improve your TikTok game

As a result of the lessons drawn from more than 330 TikToks The following are our top 11 actions that are possible to follow:

1. Be aware of the content and who customers are viewing2. Create a full-funnel TikTok strategy  3. Utilize Native TikTok and polished content in your strategy  
   4. Plan holiday campaigns in advance  
   5. Stay on top of the latest TikTok changes  
   6. Make use of pattern and video hooks in order to attract the attention of viewers.  
   7. Make use of the effect of a green screen to create authentic brand tales  
   8. Incorporate's founder is a expert in niche and videos of employees to add added to be added to  
   9. Have an engagement plan in place  
   10. Join forces with TikTok influencers to advertise your product and increase sales

   1. Pay attention to the individuals and things customers are watching

A study of half-year's worth of TikToks from 10 ecommerce brands identified a key fact: winning on TikTok requires more than just an unspecific grasp of "what" interests your target customers.

Instead, explore:

• What are the questions your buyers' target market is they
• What trends are they responding to?
• Hashtags that they're considering (or are actively looking for)
• In addition, they're following TikTok creators they're being

Instruments such as Sparktoro can help with this.

Another alternative is to type a word relevant to your brand within the TikTok search bar and browse through the hashtags and terms that pop up. When you read the comments posted by users on TikToks that use these hashtags you will be able to find out about the needs of your clients' needs and preferences using the application.

Learn about it from the company who produces washable rug Ruggable. Their videos on TikTok show how they are able to comprehend the needs of their clients in depth. This video on the coastal decor for cowgirls, for instance, illustrates that the team analyzed prevailing trends on the platform. They also provide advice for the latest trends in interior design:

   2. Develop a full-funnel strategy for video upload to TikTok

All of the retailers in our sample set have an integrated strategy for video, divided into funnel stages which are central to their TikTok brand. You'll find:

• Top-of-the-line entertainment or educational content
• Middle-funnel-related content addresses the concerns that on-the-fence buyers have
• Videos from the bottom of the funnel announcing sales and the sales

A variety of different video formats allows you to connect with people who are unaware are not sure, or looking to purchase.
 
  Here are a few instances:

Videos that teach about subjects which are related to the desires of your viewers and your own value proposition

A brand of nutritional supplements to aid digestion, AG1 (formerly Athletic Greens) offers health advice and tips for the best content in your funnel.

Similar to that, the house decor business Lulu and Georgia, created the series of 10 parts titled 10 design concepts that we follow for bringing new followers as well as teaching their viewers:

    Source

The need for awareness of products is creating series-specific content

The hashtag #streetinterview gets 7.7B viewers on TikTok which indicates that these types of series-based, interviews are popular with viewers.

It's no wonder 4 out of the 10 brands we studied make episodic videos that include street interviews. These are not only for top-of-the-line educational purposes as well as to boost the brand's visibility.

AG1 in particular captures reactions of people who have given sample bottles of their supplement drink. These videos of reactions from first time users can be entertaining to view. The videos inform viewers about the advantages of AG1 when the host provides reasons what makes the drink beneficial:

Videos that answer frequently -asked questions (FAQs)

In time, as you expand the reach of your TikTok followers, people are likely to ask similar questions about your service in comments. Use the comments to develop fresh TikToks that answer these concerns.
 
  AG1 sees this as an opportunity to buy mid-funnel stocks since these commenters may be just one step of buying

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Video clips of comparison

The idea of comparison videos is another method for creating middle-of-the funnel material.

Magnetic lashes and press-on nails brand, Glamnetic does 'why-we're-better-than-the-competitors-videos' well:

The nail press-ons of different brands falling off after wearing these nails for everyday tasks before the demonstration of the way that the nails of Glamnetic don't fall off doing the same tasks.

The brands of Ecommerce could be used to model on their rivals through "showing" that they are better than the competitors so that customers are convinced to shop with them.

Product behind-the-scenes (BTS)

Demonstrate how you develop your products or the uniqueness of your products with these behind-the-scenes product TikToks.

The Ruggable video, as an example, will explain how to evaluate their rug using a fun and friendly accent to make the viewer believe that their rugs are worth the money:

Pro Tip: Build brand affinity by sharing behind-the-scenes images, such as photoshoots' behind-the-scenes footage and moments from the events, for instance Jones Road as well as Lulu and Georgia can do this effectively.

Tutorials or product explanations

Another video strategy that can help potential customers buy your product is to provide explanations of the product which show different methods to utilize the product.

The online store that sells stationery and notebooks, Notebook Therapy, creates videos to advertise the brand new line they've launched:

Gut-healthy soda brand, OLIPOP gives a new twist in the video series that offers recipes for drinks made from the soda (think the alcohol-based Pina Colada or mocktails). They also make combinations of videos that blend two flavors of theirs:

These videos go beyond boost sales. They can also assist in keeping customers with new ideas of new flavours and mixes using OLIPOP.

discounts, product launches and restocking announcements

To promote sales at the bottom of the funnel, announcements, unboxing and launch TikToks help viewers envision their own experience using the product.

If you've recently introduced a new product. You can promote it using the TikTok as shown that is shown below, which provides an overview of your new products. Below is an example

Plus, if you get numerous inquiries about when an item will be restocked, you should be certain to make Restock video announcements.

They don't have to be difficult. Check out this short video by the company that makes skincare products called Pipette Baby. The director brings the replenished products into the camera for an in-depth shot before putting them into an unicycle basket.

Videos for customers to engage who've purchased products from you

Lastly, make TikToks to share ideas about ways people can benefit from your product.

In the case of clothing companies, it might include ways to style your clothes. Companies that sell makeup may offer skincare or makeup routines that clients can try. Similarly, food and drink sellers can share recipes.

The OLIPOP flavor mix TikToks are a good illustration in this. One more is cleaning tips on products, or tips for maintenance such as this from Ruggable to remove small spots on their rug

   3. Integrate native TikTok and polished content in your plan

9 out of 10 ecommerce businesses that took part in the study use a mixture of genuine (native videos recorded using the app) along with professionally-produced product videos recorded on the TikTok channels.

This method is ideal to maintain your TikTok posting frequency as you do not have to worry with sharing only edited professionally videos that will take an entire group to make.

But, the best combination for your channel is based on the type of product that you are selling and also your method for creating videos.

Notebook Therapy, for instance offers time-lapse videos of bullet journaling inspiration as well as step-by-step videos of doodles that work best in editing so that the viewers save time:

4. Plan holiday campaigns in advance

Most of the companies we looked at also have TikTok events for holidays and events.

For example, female hygiene brand Thinx partnered with a psychiatry resident to celebrate National Stress Awareness Day (relevant to their own brand) in order to help with stress reduction strategies.

In the same way, Glamnetic has posted makeup look ideas for Pride month:

Use the retail's marketing calendar to organize your promotions. Make 3-5 TikToks to generate excitement for any holiday promotion and to boost sales.

   5. Stay up-to-date with the most recent TikTok trending issues

Every company that we studied for e-commerce is a proponent of TikTok patterns that relate to their industry.

As an example, Ruggable hopped on to discuss the Netflix show Queen Charlotte but she added a new twist -sharing photos of rooms featuring their carpets which appear to have been inspired by the popular show.

The development of trendy TikToks show your personality as a brand which helps to create an even stronger bond with your audience. Additionally, they help you gain recognition and followership because TikTok users who are following trends look at your posts.

You should be sure to go through the video content on the Discover tab of TikTok to identify trends that customers are responding to. Then, you can decide which trend is relevant to your business prior to making a TikTok about the trend.

   6. Use videos hooks, as well as patterns that interrupt your video to catch your viewers' attention.

It also revealed the majority of these apps employed video hooks with captivating content (opening scenes) and also patterns that interrupt the video ( visual changes in the video, which divert viewers' focus) to entice viewers.

Check out this drawing of OLIPOP where the creator catches the attention of a host wearing tin.

Likely, this Tiktok of Ruggable utilizes a pattern break which is an animal that speaks to announce the sale of a rug that is both cute and unique in order to entice viewers to view:

For hooks that engage as well as pattern interruptions to your stream, pay focus on what causes you to pause while scrolling through the video content in your streaming (the For You page).

As time passes, you'll realize the engaging openings to videos are similar to each other. In the case of openings, they are typically humorous, a motivational quote or even a query that you have. They also make pop culture reference.

   7. Utilize the effect of a green screen to tell a genuine brand story

The effect of green screens (available within the app's effects gallery, under the"Create" section) allows you to overlay any video or image over your background.

Utilizing it to create fascinating backgrounds relating to what you're TikTok is about, such as the movie's poster or blue ocean, you could make a video that is visually attractive.

Utilize it to create captivating stories, and to make tutorials or TikToks on how-tos featuring pictures or videos which show you how to do things.

Another option is to take advantage of the effect of green screens to recycle content you've already produced. Consider YouTube videos, pictures uploaded to your Instagram or blog entries.

AG1 developed a TikTok that featured the social media director's head. It was backed by pictures and images of their 2022 Impact report.

The host shared three fascinating findings from their study, and also highlighted AG1's adherence to them. The clip kills two birds in one fell swoop: educates its viewers, and also demonstrates the AG1 branding philosophy:

   8. Integrate founder-led videos as well as expert-led niche or employees-led videos into the mix.

The majority of companies we examined have made TikToks featuring their employees, founders or professionals in their niche and are a great method to demonstrate who your brand is and connect with your audience.

Glamnetic and Jones Road particularly create a wonderful video.

The case in which Glamentic achieved 1.2 million orders through Shopify, they shared their own TikTok that featured their founder who told his story:

Jones Road, on the opposite, focuses on their founder for different objectives for example:

• Answering questions the audience has concerning their products
• Inquiring viewers about what they'd prefer to be able to
• Furthermore, the book explains how the procedure was the basis for the creation of a product

If your founder doesn't want to be photographed, then you may collaborate with personal subject matter experts in order to create informative videos.

A different option is to check the background and include people on your TikToks. This internal story by an employee at Thinx is an excellent example:

Additionally, you are able to create your own staff picks to add a amusing fun with these TikToks:

   9. Create an engagement plan to go into effect

In order for TikTok to reach more than triple-digit revenue, it's crucial that to build a community within the platform.

What do you need to know with this? engage with those who follow you. It's not just about responding to their comments though. Here are some suggestions:

• Invite your followers to utilize the Stitch features to create TikToks using their comments on your video. Thinx even offered incentives to its users to create these TikToks.
• Quickly create TikToks by using the app to the event of any feedback received regarding your videos. Videos are especially beneficial to answer questions pertaining to your brand or helping your customers solve any doubts they might be experiencing. Jones Road founder, Bobbi Brown, responding to comments about his Miracle Balm as being sticky, is an excellent example of this.
• Host giveaways. Pipette Baby hosted one in the summer months and also gave away sunscreen (very appropriate for this season, isn't it? ).

   10. Join forces with TikTok influencers to promote your products and services, as well as increase sales

A majority of the brands we reviewed collaborate with creators who specialize in niches. Benefits? These benefits are gaining followers and engagement by increasing trust and brand image as well as increasing the number of sales.

There are many objectives with the alliance, such as:

• Let people know about a brand new product
• Reach a new audience
• An announcement of sales

You can also try different strategies using TikTok influencers to find out what types of content get the most attention from your customers. As an example, you can ask the creators to create videos of unboxing or TikToks sharing their feedback on your products.

You can also ask them to create TikToks showing their initial responses to the product they are usingwhich is something SKIMS does in collaboration with the creators of TikTok:

Wrapping up: Key takeaways as well as reminders

In conclusion, our most important takeaways of this mini-studies are:

Each of the TikTok channels that we looked at use a video strategy place, allowing brands to share TikToks for entertainment, information or to engage and sell.

Many brands showcase their unique personal style by showing their work behind-the-scenes and by highlighting people behind the company in their TikToks. We saw tons of founder and employee-driven videos, too.

To hit the ground running for yourself, begin by understanding which types of content your potential viewers enjoy on the app so you can create a video strategy for the account. TikTok account.

Use a variety of different types of video and connect with your audience. There is the option to work with your employees within, subject matter experts, and even other TikTok creators to grow your following and increase credibility.

Congratulations on your accomplishments with TikTok

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