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

The beginning was when Jones Road Beauty shared their first TikTok videos that were inspired by their "less is more" makeup principles, they were skeptical of the quality of their work.

They were pleasantly surprised by the positive response.

The videos that were bite-sized sparked interest and increased the makeup brand's revenue in line with according to Cody Plofker director of Ecommerce. In reality, TikTok contributed 2percent of the total sales of the business in 2020. That figure will increase up to 34% by 2022.

What exactly is it that is it that makes TikTok be able to achieve this impressive performance?

We looked at 10 stores online (including Jones Road) winning on TikTok and analyzed their approach, which includes the type of content they're sharing along with the techniques they're employing to engage with their followers.

We've summarized our findings as practical steps to help you develop high-converting TikToks which help to build the brand's reputation, increase engagement, and increase the number of sales.

Ten steps, backed by scientific research to improve your TikTok game

In light of the lessons that were gleaned from more than 3000 TikToks Our best 11 actions steps you can follow:

1.  Watch out for which and what your customers will be watching 2. Create a full-funnel TikTok strategy  3. Add Native TikTok with polished, native, and brand-named content as part of your strategy  
   4. Plan holiday campaigns in advance  
   5. Keep track of the latest TikTok trends  
   6. Make use of video hooks and pattern interrupts to grab the attention of viewers.  
   7. Make use of the effect of green screens to tell authentic brand stories  
   8. Incorporate experts from the founders as well as niche experts and employee-led videos into the mix  
   9. Have an engagement plan in place  
   10. Utilize TikTok influencers to advertise your products and increase sales

   1. Be aware of the individuals and things customers are watching

A study of half-year's worth TikToks of 10 internet-based retailers identified a key point: winning on TikTok requires more than just the ability to comprehend "what" is important to the people you are targeting.

Instead, get into the following:

• What are the questions your buyers' target market is they
• They're reacting to the trends
• Hashtags that they're looking at (or they're actively searching for)
• And, obviously, they're adhering to and the TikTok creators who they're

Tools like Sparktoro help with this.

Another option is to type a word which is pertinent to your business in Your TikTok search bar, and then browse through all the relevant hashtags to come up. If you read the comments that users submit on the app using these hashtags, you'll be in a position to identify your audience's desires in the application.

Learn more about this through the company Ruggable, a manufacturer of washable rug. Their TikToks demonstrate that they know their audience effectively. The video about the coastal decor of cowgirls for instance, showcases the team's investigation into trends and fashions is reflected on the platform and provide interior design tips and trends:

   2. Make a full-funnel, video-based method to TikTok

All the ecommerce players included in our test set employ a video-based strategy that is divided into funnel stages. They form the basis for the TikTok branding. You'll notice:

• Entertainment or educational top funnel media
• Middle-funnel content which addresses the concerns that customers who are on the fence have
• Videos from the bottom of the funnel, announcing sales as well as revenue

Videos in all forms aid in reaching out to people who may be unaware or may have questions that they would like to purchase.
 
  Here are a few instances:

Videos that instruct on subjects overlapping your audience's interest and your company's importance

The brand of digestive health supplements, AG1 (formerly Athletic Greens) provides quality information on wellness and tips for a healthy lifestyle.

Similarly, home decor company Lulu and Georgia, created this 10-part series titled, 10 design principles we follow for bringing in brand-new fans as well as teaching their followers:

    Source

HTML0The necessity for understanding of product features is the reason why series-based information is

The hashtag #streetinterview gets 7.7B users on TikTok which shows that this kind of interviews that are show-based have a lot of appeal with viewers.

There's a good reason that four of the 10 brands we studied produce episodic video content which includes street interviews. The interviews aren't just for their top-funnel educational content, but also to help increase awareness of the brand.

AG1, for example records the reactions of those who were providing samples of their drink. The first-time reactions videos are enjoyable to watch. They also tell viewers about the benefits of AG1 when hosts discuss how the beverage can be beneficial:

Videos that address frequently asked queries (FAQs)

If you grow your TikTok audience, users will be asking the same questions regarding your products via comment sections. Use these questions to build new TikToks that can answer these questions.
 
  AG1 considers this to be a mid-funnel opportunity as the individuals may be only a step away from buying:

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 Video comparison

The idea of comparison videos is a further option for middle funnel video content.

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

Note the manner in which they display nails that are press-on of other brands that are slipping off when you use your nails for everyday chores prior to they show that Glamnetic's nails don't disappear when you do the same task.

The brand names of Ecommerce could be modelled on the successes of competitors by "showing" how their product is superior to other brands to entice buyers to buy from their brand.

Product behind-the-scenes (BTS)

Demonstrate how you develop your product, or show what makes them unique through these product behind-the scenes TikToks.

The Ruggable video as an example describes how they judge their rug using a relaxed and entertaining tone of voice to subtly make it clear that the rug is worth it:

Pro TIP: Build brand affinity by sharing behind the scene content, such as photoshoots' backstage content and the highlights of an event. Jones Road along with Lulu and Georgia are masters at this.

Tutorials or product explanations

Another video concept to convince prospective customers to purchase the product is to provide explanations for the products that explain how to utilize your product.

Stationery and notebook store, Notebook Therapy, creates these videos for the new collection they are launching:

The natural and healthy firm known as OLIPOP offers a slightly different variation to their videos, offering recipes for drinks created using the soda (think the OlIPOP-based Pina Colada and mocktails). It also produces video mixes that combine two flavors of theirs:

These videos go beyond encourage sales. They also help keep loyal customers with ideas of new combinations and flavors to try using OLIPOP.

 Promotions, launches of new products and restocking announcements

The funnel is bottom-up the sale announcements, unboxing as well as the launch TikToks let users imagine their own experiences using the product.

Imagine that you've just introduced a brand new product. You can promote it using the help of a TikTok such as the one shown below. The app will give information about the most recent items. Here is the way you can do it:

In addition, if you have many questions regarding when a certain product is scheduled to replace, make sure to create Restock Announcements videos.

It doesn't need to be elaborate. Look at this example from the skincare brand, Pipette Baby. The creator of the video brings restocked items in front of the camera for a close-up before placing them into an unicycle basket.

Videos to help customers engage who've already bought from you

Finally, create TikToks that discuss ways that customers could benefit from your product.

If you are an apparel brand that sells clothes, this might include sharing ways to wear your clothing. Cosmetic companies could also share makeup designs or routines for skincare that customers are able to test. In the same way, food and beverage sellers can share recipes.

The OLIPOP flavor options in TikToks provide an illustration of this. Another instance is the clean-up of the products, or tips like this one from Ruggable on how to clean tiny spaces off their carpets

   3. Make sure to include the native TikTok as well as polished content in your plan

Nine out of ten e-commerce companies that participated in this study make use of a mix of real (native videos shot using the app) and professionally-produced, pre-recorded product videos on the TikTok channels.

This is an excellent way for keeping your TikTok scheduling schedule so that it is not necessary to worry about sharing professional edited videos which require an entire team to create.

The ideal configuration for your channel will be contingent on the nature of your product and the video strategy you choose to use.

Notebook Therapy for example provides time-lapse video clips of step-by-step drawings that are best watched in edited versions to allow viewers to make time for:

4. Plan holiday campaigns in advance

A majority of the companies that we examined also have TikTok promotions for the upcoming holidays and other events.

In one instance, the female-focused brand Thinx partnered with a psychiatry resident in celebration of National Stress Awareness Day (relevant to their brand) to share stress relief strategies.

Like that, Glamnetic posted makeup looks to celebrate Pride month:

Make use of an Marketing calendar for retail to organize your marketing campaigns Create three to five TikToks to generate excitement about the upcoming Christmas sale to boost the number of sales.

   5. Be aware of recent TikTok hot themes

All ecommerce companies we studied take advantage of TikTok patterns that can benefit their business.

One time, Ruggable hopped on to talk about the Netflix show Queen Charlotte but with a fun way of sharing photos of rooms they've made with their rugs that look like they're from the trending show:

Making trending content on TikToks demonstrates your personality and brand, which helps you connect better with your audience. Additionally, they help you get noticed and gain followership since TikTok users that are observing the current trends look at your content.

Check out the videos that are regularly updated in the Discover tab of TikTok to discover trends users are responding to. Then, you can decide if the trend is relevant to your company prior to creating the TikTok on the topic.

   6. Use video hooks and pattern interrupts to capture the attention of your audience.

Additionally, the study revealed most of the TikToks employed engaging video hooks (opening scenes) and patterns breaks ( visual changes in a film that refocus on the viewers' eyes) to entice viewers.

Check out this drawing from OLIPOP where the creator gets seen by his tin-clad host

Similar to this, the Tiktok of Ruggable uses the pattern break, which is a dog that talks announcing an upcoming rug sale that's cute and unique in order to attract people to view:

In order to add hooks that will be engaging as well as patterns to your TikToks take note of the things that make you stop as you scroll through contents in your feed (the For You page).

As time passes, you'll realize that engaging video openings share similarities. In particular, they start with a joke or inspirational quote, or an inquiry which you've got. Also, they make references to pop culture.

   7. Use the green screen effect in order to tell authentic brand stories

The green screen (available within the application's effects gallery, in the section titled Create) lets you overlay any video or image over the background.

If you make use of it to create a captivating background, that's pertinent to the topic of your TikTok has to do with, for instance the film's poster or the blue ocean will improve the aesthetic attraction to your TikTok video.

Utilize it to share compelling stories, or to create instructions or TikToks by using images or videos that illustrate the steps you're sharing.

Another option is to utilize the green screen effect to reuse content that you've created. Think: Instagram photos, YouTube videos, photos posted to your Instagram, or published blog posts.

AG1 produced a TikTok featuring their social media manager's talking head, backed by images and stock photos from their 2022 Impact report.

The host shared three fascinating takeaways from their research and also highlighted the ways that AG1 has abided by their principles. The video will kill two birds with one stone. It teaches its viewers as well as demonstrates AG1's brand values:

   8. Incorporate founder-led videos, niche experts videos of employees in the mix.

Most of the brands we examined have TikToks with their employees, founders or professionals in a specific field. An excellent method to showcase who your brand is to connect with viewers.

Glamnetic and Jones Road, in particular create a fantastic video.

For example When Glamentic reached 1.2 million orders through Shopify Glamentic shared a TikTok featuring their founder posting details of the celebration:

Jones Road, on the other hand, highlights their founding to pursue different goals.

• In response to audience questions concerning their product
• It's the goal of this campaign to ask viewers for content that they'd like to view.
• In addition, it explains the process that led to the creation of a product

If the person in charge doesn't wish to be interviewed However, work with experts within your company to distribute educational content.

Yet another idea is to think about the back of the building by showing employees' photos on your TikToks. The story behind the model working for Thinx is an excellent example:

It is also possible to make your own staff selections to give you a fun new twist using these TikToks:

   9. Set a framework to engage in

In order for TikTok to generate three-digit revenue, it's essential that to build a community of users on the platform.

What is the best method for doing this? be in touch with those who follow your account. It's more than just responding to their messages, but. Here are some suggestions:

• Ask your followers to utilize the Stitch function to create TikToks using their comments your video. Thinx even enticed their followers to create these TikToks.
• Create quick TikToks via the app to response to any comments made to your videos. Responding to comments on videos is highly beneficial in responding to inquiries about your product or for solving any issues customers may encounter. Jones Road founder, Bobbi Brown, responding to remarks concerning their Miracle Balm that it was sticky, is a great example.
• Host giveaways. Pipette Baby hosted one during the summer months, offering sunscreen (very appropriate for the season and quite appropriate, isn't it? ).

   10. Join forces with TikTok influencers so that you can promote the items you sell as well as increase sales

A majority of the brands we examined collaborate with niche creators. The benefits? These benefits can include increasing your followers and engagement by improving brand recognition and establishing credibility, while also increasing sales.

There are numerous purposes to this partnership, such as:

• Increase awareness about a new product
• Reach a new audience
• Make an announcement about the sale

Additionally, you can try different methods using TikTok influencers to determine what gets the most engagement from your customers. In this case, for instance, you can ask the makers to create unboxing videos as well as on TikToks, posting testimonials about your products.

They can also be asked to create TikToks that show their initial reaction towards the creation you've made which is something SKIMS offers creators.

Wrapping up: Key takeaways To-dos, reminders, and more

The two most important takeaways from this mini-study are

Every one of TikTok channels that we looked at are using video strategies alongside brands that use TikToks to inform, entertain or engage as well as make sales.

The majority of brands show their personalities by sharing their secret processes and highlighting the human beings that make up their business on their TikToks. There were plenty of employee-led and founder-led videos also.

In order to get started by yourself, begin by understanding which types of content your potential viewers are looking for in the app. After that, you'll be able to create strategies to make use of videos in the account. TikTok account.

Make use of a wide variety of videos and interact with your followers. There is the option to work with your internal staff as well as expert experts in your field, and other TikTok creators in order to increase your following as well as your authority.

Let's celebrate your accomplishments via TikTok

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