TikTok to e-commerce The top 10 Ecommerce brands' TikTok strategies

In the year Jones Road Beauty shared their first TikTok videos, they were based on their "less is better" makeup philosophy, they did not have any idea of what they'd do.

But the positive response was so overwhelming, they couldn't contain themselves.

Videos that were small in size increased engagement, and quadrupled the revenue of the cosmetics brand in accordance with Cody Plofker, the Director of Ecommerce. Actually, TikTok was a major contributor to 2percent of the total revenue in the year 2020. It was a number that increased to 34% by 2022.

What is it that makes TikTok capable of delivering this level of performance?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok and examined their approach including the types of videos that they're posting and their methods used to reach out to their target audience.

Our findings are arranged into steps to follow in order to create highly-converting apps on TikTok that can help increase brand recognition, increase engagement and increase sales.

Ten steps backed by research to help you improve your TikTok game

As a result of the lessons learnt from the 330+ TikToks We have compiled our top 11 action steps that you can adhere to:

1.  Watch out for which and how your clients will be watching 2. Create a full-funnel TikTok strategy  3. Make use of Native TikTok and polished content within your strategy  
   4. Plan holiday campaigns in advance  
   5. Be aware of the latest TikTok developments  
   6. Make use of video hooks as well as interruptions in patterns to draw the attention of viewers.  
   7. Make use of the effect of the green screen to present authentic brand stories  
   8. Integrate the voice of the founder and expert in the field along with employee video clips to the mix  
   9. Have an engagement plan in place  
   10. Work with TikTok influencers to promote your product and boost sales

   1. Be aware of who and what customers watch

The study of a one-quarter's worth of TikToks from 10 retailers online discovered a crucial aspect: winning with TikTok takes more than an in-depth understanding of "what" is important for your clients.

Instead, get into the following:

• What are the questions your buyers' target market is seeking
• Trends they're reacting to
• Hashtags that they're interested (or are actively looking for)
• Additionally, they're following the TikTok creators they're following.

Tools like Sparktoro aid in this.

Another method is to type the phrase that's related to your company's brand in the TikTok search bar after which you can scroll through the hashtags and search terms which appear. Through the posts that people make on TikTok with these hashtags, you'll be able to discover the interests of your target audience by using the app.

Take it from the company that makes washable rugs, Ruggable. Their TikToks show that they are aware of their target market well. For instance, the video on coastal cowgirl decor, as an example, shows they have conducted their own research on trending trends of the day on the platform to offer up-to-date tips for interior design:

   2. Make a full-funnel, video strategy for TikTok

The companies that are that we tested use a a video strategy split into funnel stages, which are at the core of their TikTok branding. This means you'll be able to observe:

• Top funnel media for education or entertainment. media
• Middle-funnel-related content addresses the concerns that buyers who are on the fence have
• Videos from the bottom of the funnel that announce sales and the sales

Videos of all kinds let you meet people who may not be knowledgeable, aren't sure, and are ready to buy.
 
  Here are a few:

Educational videos about topics that are relevant to your target audience and your business's value

The brand of health supplements designed for gut health, AG1 (formerly Athletic Greens) offers health advice and tips for the most effective products.

The company that sells home decor, Lulu and Georgia, created this 10-part series titled, 10 design concepts that guide us in attracting new followers and educating their customers:

    Source

 The product awareness is a basis for Series-based material

The hashtag #streetinterview is 7.7B viewers on TikTok that show this kind of series-based, interviews are popular with viewers.

This is the reason four out of 10 brands we looked at create episodes of content that feature street interviews. They also conduct these interviews not only for education, but to increase the awareness of their products.

AG1, for example, records strangers' reactions after providing samples of their supplement drink. The first-time reactions videos are entertaining to watch. They can also educate viewers on the benefits of AG1 while the host explains what the drink can do:

Videos that answer frequently requested questions (FAQs)

As you expand your TikTok users, they will ask the same questions regarding your product in comments. Use the comments to develop new TikToks to answer these questions.
 
  AG1 sees this as an opportunity to buy mid-funnel since these commenters could be just a few steps away from buying:

   Source

Comparison videos

Videos that are similar to each other can be another option for middle funnel content.

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

Take note of how the nails with a press-on from other brands are being taken off when you wear the nails to perform daily chores prior to the fact the fact that Glamnetic's nails don't fall off while performing the same duties.

E-commerce companies are able to be replicated by "showing" how the product they sell is superior to others available so that they can convince consumers to purchase from their brand.

Product behind-the-scenes (BTS)

Show how you create your products or the way they stand out by making use of these middle-funnel products behind-the-scenes TikToks.

The Ruggable video for instance, explains how they evaluate their rug with a warm and engaging accent that convinces the viewers that their rugs are worthy of purchase:

Pro-tip: Create brand loyalty by sharing behind the scenes content such as shoots, behind-the scenes videos, as well as highlights of the eventsfor example, Jones Road and Lulu and Georgia are great at this.

 Tutorials or product explanations

Another idea for video that can convince potential customers to purchase from you can be products that describe the best way to use the product.

The store for stationery and notebooks, Notebook Therapy, creates videos to showcase the latest collection that will be launched:

The company behind OLIPOP, a healthy and nutritious soda. OLIPOP adds a variation to their videos, offering recipes for drinks that are made by their soda (think OLIPOP-based Pina Colada and mocktails). They also make these product combo videos that mix two different flavors of their line:

These videos do more than boost sales. They aid in keeping existing customers by offering them suggestions for different flavor combinations and flavors to test with OLIPOP.

Discounts, new product launches, and announcements about restocking

The bottom-up funnel announcements about sales, unboxing and the launch TikToks allow users to imagine their personal experience with the product.

Let's suppose you've released the most recent collection. Promoting it, you can create a TikTok such as the one shown below. It will provide details of the most recent products. Let's look at an example:

Additionally, if you receive many inquiries concerning the time when an item will need to be replenished in the future, make sure to announce restock announcement videos.

They don't have to be difficult. Check out this sample from the company that makes skincare, Pipette Baby. The filmmaker brings items that are restocked before the camera for a close-up before placing them into the basket.

Videos that engage your customers who have purchased your products.

In the end the end, you are able to make use of TikToks to exchange ideas regarding the ways that customers can profit from this product.

For clothing brands that sell clothing, this could include giving ways of styling your clothing. Companies that sell makeup may offer routines or designs for skin care that customers can try. Similar to this, food and beverage sellers can share recipes.

The OLIPOP flavours in TikToks serve as an example of this. Another one is product cleaning or tips for maintenance like this video by Ruggable regarding cleaning small spaces from their carpets:

   3. Make sure to include native TikTok and polished content into your plan

9 of 10 online retail brands included in the study use a mixture of real (native videos recorded using the application) and professionally-produced, pre-recorded video content on the TikTok channels.

This is a great way to keep the TikTok posting frequency as you do not have to think about only sharing professional-looking videos which require an entire team to create.

The optimal mix for your channel is dependent on the quality of your service and your video marketing strategies.

Notebook Therapy, as an example shares time-lapse video clips with suggestions for bullet journals as well as step-by-step drawings that should be watched in edited versions, in order to speed up your experience of watching

4. Plan holiday campaigns in advance

The majority of brands that we examined also run TikTok campaigns for upcoming holiday celebrations as well as holiday celebrations.

In one instance, feminine hygiene brand Thinx worked with a psychiatrist resident for National Stress Awareness Day (relevant to their brand) to help alleviate stress.

Similar to that, Glamnetic posted makeup looks in honor of Pride month:

Use a retail Marketing calendar to plan your marketing efforts. Create 3 to 5 TikToks for creating hype around the upcoming holidays and drive sales.

   5. Keep track of pertinent TikTok popular subjects

The majority of the e-commerce businesses we examined quickly adopt TikTok trending topics that relate to their brands.

One time, Ruggable hopped on to discuss his favorite Netflix series Queen Charlotte but with an original way of presenting photos of their rooms that they've designed by rugs with designs which resemble the ones from the show that is currently trending:

The development of trendy TikToks showcases your personality and brand, which helps in establishing a better connection to your target audience. Additionally, they help you increase your followership and recognition since TikTok users who are following the latest trends view your posts.

You should be sure to go through videos under the Discover tab on TikTok to see what trends users are responding to. It is then possible to determine what the significance of this trend is for your business prior to putting up a TikTok on the trend.

   6. Make use of videos and video hooks, as well as patterns to entice your audience.

It also showed that the vast majority of TikToks utilized videos with hooks which were engaging (opening scenes) and pattern interrupts ( visually shifting elements in an image that draw the eyes of viewers) to attract viewers.

Consider this illustration of OLIPOP in which the creator of the game is recognized by a tin-wearing host

The Tiktok of Ruggable utilizes a pattern interruption -- a talking dog announcement for a rug sales that is charming as well as unique and draws viewers in:

For hooks that are engaging as well as pattern interrupts for your TikToks be aware of your pause point while browsing content in the feed (the For You page).

Eventually, you'll start noticing the captivating openings to your videos have similarities. For instance openings are usually humorous, inspirational quotes or even a query that you have. Additionally, they contain allusions to pop culture.

   7. Make use of the effects of a green screen in order to generate authentic brand storytelling

The green screen (available in the application's Effects gallery, under the Create section) permits you to overlay the image or video you want to overlay on the background.

If you use it to make intriguing backgrounds related to what your TikTok is about for example, an advertisement for a film or blue ocean, it can help your videos be visually engaging.

Make use of it to create engaging stories and create instructional or tutorial TikToks featuring videos or images to illustrate the steps you've taken.

Another option is to utilize the green screen effect in order to reuse the content you've made. Think: Instagram photos, YouTube videos, pictures posted on your Instagram or blog posts.

AG1 has created a TikTok featuring their social media director's chat head, backed by pictures and stock images of their 2022 Impact report.

The host presented three intriguing insights from their study as well as a look at how AG1 has been adhering to their principles. In doing so, the video kills two birds with one stone. The video educates its viewers as well as demonstrates the principles of branding that AG1 follows:

   8. Include founder-led, niche-expert and employee-led video clips into the mix.

Most of the companies we examined have created TikToks that feature the founder, their employees or specialists in niches which is ideal to showcase what your brand stands for and connect with your audience.

Glamnetic, and Jones Road especially, nails this kind of video.

For instance, when Glamentic achieved 1.2 million transactions through Shopify the company posted an TikTok with their CEO sharing his tale:

Jones Road Jones Road opposite, focuses on the efforts of its founder for a variety of goals such as:

• Answering questions from the public about their product
• The idea is to solicit viewers for content that they would like to see.
• Additionally, it describes how the process works.

If the person who is responsible doesn't want to appear on camera, however work with your employees within the organization to create educational videos.

Another alternative is to work into the background and then include employees in your TikToks. An internal story about the model working with Thinx can be a good example:

Additionally, you can design your own selection of staff members for a thrilling new twist using these TikToks:

   9. Set a framework to engage in

To allow TikTok to achieve triple-digit revenue, it's important to build communities on the platform.

How do you know the most effective way for doing this? Join those that follow your accounts. Not just replying to their posts however, it is important to keep in touch with them. Here are some ideas:

• Invite your followers to utilize your stitch tool to build TikToks with their comments to your YouTube videos. Thinx has even enticed users to create these TikToks.
• Quickly create TikToks with the application in responses to comments regarding your videos. Videos are especially useful in responding to queries related to your brand as well as helping your customers to resolve doubts they might be experiencing. Jones Road founder, Bobbi Brown responding to people's comments concerning the Miracle Balm becoming sticky, is a perfect example.
• Host giveaways. Pipette Baby hosted one in summer with sunscreen (very weather appropriate Isn't it? ).

   10. Join forces with TikTok influencers to promote products and drive sales

The majority of the companies that we reviewed collaborated with niche creators. Benefits? Growing your following and engagement, increasing brand awareness and credibility, while also making the number of sales.

There are many goals with the alliance, for example:

• Make people aware of an innovative product
• Reach a new audience
• Announce a sale

Test different campaigns with TikTok influencers to find out what is most popular from the target market. In this case, for example, you can ask the creators to create videos of the unboxing process or sharing reviews of your product.

You can also invite them to make TikToks showing their first reaction to the product you've created as SKIMS collaborate with creators:

Ending the year: The essential lessons to-dos, the reminders and more

The two most significant takeaways of this mini-study include:

Each of these TikTok channels we examined use a video strategy the works using companies who share TikToks to inform, entertain or entice and promote.

The majority of brands show their personalities by sharing their secret processes and highlighting the people behind their brand on their TikToks. We saw tons of founders and employees-led videos as well.

In order to get started yourself, start with understanding the types of videos you think your viewers like using the app. This way, you could create a strategy for you TikTok account.

Make sure you use different video types and engage with your audience. It is also possible to collaborate with employees from within or subject matter experts and other TikTok creators in order to build your following and improve your reputation.

Let's celebrate your accomplishment through TikTok

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