TikTok to e-commerce: Inside 10 ecommerce brand's TikTok strategies

When Jones Road Beauty shared their first TikTok videos, which reflected their "less is better" makeup concept, they had no expectations of what they would achieve.

The positive reaction was so strong that they could not contain themselves.

The short videos sparked interest and quadrupled the revenue of the makeup company as per the report of Cody Plofker director of Ecommerce. It's true that TikTok was a major factor in less than 2% of their overall revenues in the year the year 2020. An increase of 34% by 2022.

How is TikTok able to drive such a powerful performance?

We examined 10 companies that are on the market of e-commerce (including Jones Road) winning at TikTok and looked at their strategies that includes the kind of videos uploaded as well as the strategies they're using to engage their customers.

Our findings have been summarized as concrete steps that will help you create high-converting TikToks which help to build brands' recognition, which will increase engagement and drive sales.

Ten steps backed by research to improve your TikTok game

In light of the lessons and gleaned from more than 300 TikToks Here are our top eleven actions to help you get started:

1.  Make sure you know which and what your customers' be watching. 2. Create a full-funnel TikTok strategy  3. Integrate native TikTok with polished, branded and native content in your method  
   4. Plan holiday campaigns in advance  
   5. Stay on top of the most recent TikTok changes  
   6. Make use of video hooks and patterns that draw the audience's focus.  
   7. Use the effect of a screen that is green to create authentic brand stories  
   8. Incorporate experts from the founding team, specialists in the niche and videos from employees in the mix  
   9. Have an engagement plan in place  
   10. Work with TikTok influencers to advertise the products and to increase sales

   1. You should be aware of what your customers are watching

Digging into a half-year's worth TikToks of 10 different online stores discovered a crucial point: winning on TikTok requires more than just an understanding of "what" you'd like to learn about your customers.

Instead, you should get into:

• What questions are your prospective customers are seeking
• The market is reacting to changes
• Hashtags they're exploring (or are actively looking for)
• as well as obviously as well, and, of course, the TikTok creators that they're adhering to

Tools such as Sparktoro aid in this.

Another alternative is typing an appropriate keyword for your business in the TikTok search bar and then scroll through all the relevant hashtags which pop up. When you read the comments posted by users on TikToks with these hashtags, you can learn your audience's preferences in the app.

Find out more information about it from the business which makes ruggable washable. Their TikToks illustrate that they know their audience extremely well. The video about the decor for cowgirls in the coast, as an instance, illustrates how their team's study on the latest trends in the platform has led them to offer interior design tips and trends:

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

The companies that sell e-commerce from our sample set include videos divided into funnel stages that form the center of the TikTok branding. You'll find:

• Entertainment or educational top funnel media
• Middle-funnel content which addresses issues which on-the-fence customers face.
• Videos of the bottom funnel that announce sales and the sales

The variety of video types can let you connect with those who may not be aware or are unsure and looking to buy.
 
  Here are some examples:

Videos that teach on subjects which are related to the interests of your viewers and your value proposition

A brand that sells health supplements for the gut, AG1 (formerly Athletic Greens) shares wellness tips for top-quality content.

The house decor business Lulu and Georgia, created the series of 10 parts titled 10 design concepts that we follow for bringing in new followers as well as educating their fans:

    Source

HTML0 Awareness of the product is creating series-based content

The hashtag #streetinterview has 7.7B viewings on TikTok and this shows that these kind of interview series get a lot of interest from the viewers.

That's why 4 out of the 10 brands we reviewed produce episodic content that includes street interviews. These interviews are not just to provide top quality educational content as well as to boost product awareness.

AG1, for instance take note of the reactions of people who are offering the drink as a sample. The first-time reactions videos are entertaining to view. The videos will inform viewers of the benefits of AG1 as hosts explain how AG1 can help:

Videos with answers to frequently sought-after questions (FAQs)

In time, as you increase your TikTok followers, they'll be likely to ask similar questions about your product in the comments. Make use of comments to design new TikToks for answering them.
 
  AG1 considers this to be an opportunity that lies in between the channels since these commenters might be a stage away from buying:

   Source

Video comparison

Comparison videos are another idea to incorporate into the middle of funnel.

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

Note the manner in which they demonstrate that nails with a press-on of other brands start to fall off following the use of these nails for everyday tasks before they reveal that the nails of Glamnetic do not fall off while performing the same things.

The brands of Ecommerce could be modelled on their rivals through "showing" how their products outshine other items available to convince customers to buy from them.

Product behind-the-scenes (BTS)

Show how you work on your items or the individuality of your products with these behind-the-scenes product TikToks.

The Ruggable video, for example, explains the process they use for examining their rug- using a fun and inviting tone of voice to convince viewers that their rug is worth the money:

Pro Tip: Build brand affinity through sharing behind-the-scenes-content such as photoshoots' backstage content and event highlights -The gangs of Jones Road as well as Lulu and Georgia have done this well.

Tutorials or product explanations

Another video strategy that can convince potential buyers to buy your product is explanations of your product that demonstrate how to utilize your product.

The store for notebooks and stationery, Notebook Therapy, creates videos to promote the new collection they are launching:

The brand of OLIPOP, a healthy and nutritious soda, OLIPOP offers a subtle twist to these videos by providing recipes for drinks that can be made using the soda (think the OLIPOP-derived Pina Colada and mocktails). They also make combination videos, which mix two flavors of their line:

The combination clips don't just encourage sales, but they also help retain current customers by offering them ideas for new flavors and combinations that they can try with OLIPOP.

Discounts, the launch of products that are new, and announcements about restocks

The funnel at the bottom sales announcements, unboxing process, and launch TikToks aid users in imagining themselves using the products.

Imagine that you've just announced your latest range. Make it known by creating a TikTok that's similar to that in the picture below. It provides information on the latest items. This is an example

In addition, if you receive lots of questions regarding when an item might be replaced, ensure to share a video announcement of restock.

They don't have to be complex. Look at this example of the line's skincare, Pipette Baby. The filmmaker brings products that have been replenished to the camera to take an up-close view before the basket in which they are placed:

Videos that engage customers who've purchased products from you

Then, you can create TikToks in which you discuss the ways potential customers can benefit by your service.

In the case of clothing companies it is a matter of showing ways you can style your clothing. Companies that sell cosmetics can provide designs or routines to use on their skin that consumers can try. The same is true for food and beverage sellers. food and beverage sellers may share recipes.

The OLIPOP flavour combination TikToks are a prime instance of this. One more is cleaning tips for products or maintenance tips such as this video by Ruggable to clean small marks from their rug:

   3. Include native TikTok as well as polished content into your plan

9 of 10 online retail brands included in this analysis use a mix of genuine (native videos shot through the app) and professionally-produced, pre-recorded video content on their TikTok channels.

This is a great method for maintaining the TikTok post frequency since it is not necessary to be concerned with sharing only professional edited videos that require the effort of a whole group to make.

The best mix for your channel is contingent on your product type and your video plan.

Notebook Therapy, for example, posts time-lapse videos sharing bullet journaling inspiration and steps-by-step videos of doodles that should be when viewed in edited versions so that viewers can save time:

4. Plan holiday campaigns in advance

Most of the companies we studied also plan TikTok campaigns for upcoming holiday and other events.

One instance is that the feminine hygiene company Thinx is collaborating with a psychiatrist for the celebration of National Stress Awareness Day (relevant to their brand) to offer stress-relieving tips.

Similar to this, Glamnetic shared makeup look designs to commemorate Pride month:

Make use of an online retail marketing calendar to plan your promotional campaigns. You can create 3 to 5 TikToks to create excitement around the holiday sales coming up, and also to boost sales.

   5. Be aware of any relevant TikTok changes

All the companies that we looked at will take advantage of TikTok developments that are relevant to their brands.

In one instance, Ruggable hopped on to speak about her favorite Netflix series Queen Charlotte but with a creative way of sharing photos of the rooms they've decorated using carpets that look to be taken from the show now trending.

Producing trending videos on TikTok could help you showcase your personal brand image which helps you better connect to your target audience. Additionally, they can help you gain recognition and fans as TikTok users who follow the most recent trends look at the content you post.

Be sure to regularly check videos posted on the Discover tab on TikTok for trends that users are responding to. Then, you can decide whether the style is pertinent for your company before you create an TikTok regarding the current trend.

   6. Use videos hooks, as well as patterns to grab the attention of your audience.

The study also revealed that what percentage of users on TikTok employed video hooks with captivating material (opening scenes) and patterns ( visually transforming elements in the video which shift viewers' attention) to draw attention of viewers.

Check out this drawing from OLIPOP where the creator gets seen with a host wearing a tin coat:

It is likely that this Tiktok from Ruggable employs a pattern break which is a dog that is promoting sales on a rug that's charming and distinctive in order to entice viewers to view:

For adding engaging hooks as well as pattern interrupts to your TikToks be aware of the things that make you stop while scrolling through videos in your stream (the For You page).

In time, you'll notice that engaging video openings have common elements such as they begin with a joke, invigorating quote, or an inquiry that you have. Or, they make reference to pop media.

   7. Utilize the effect of green screens to generate authentic brand storytelling

The effects of a green screen (available in the program's Effects gallery, under the"Create" area) lets you superimpose any video or image onto your background.

If you use it to provide fascinating backgrounds related to what your TikTok is about, say an advertisement for a film or blue ocean, it could improve the aesthetic appeal to the TikTok video.

Utilize it to share captivating stories, and to create instructional videos, as well as TikToks with images or videos that illustrate the steps you're sharing.

Another suggestion is to make use of the green screen effect to reuse content that you've made. Think: YouTube videos or photos you upload on Instagram along with blog posts.

AG1 was the one to make this happen, launching an TikTok featuring their social media manager's talking head as well as a background comprised of images from their stock library and screen shots taken from their 2022 Impact Report.

The host gave three intriguing details from their research and added that AG1 is adhering to their principles. This video kills two birds in one fell swoop. It educates viewers, and showcases AG1's brand values:

   8. Include founder-led as well as expert-led niche or employee-led content into the mix.

The majority of companies that we examined have TikToks that feature the company's founders and their staff or experts in a niche. A great method to show who is behind your brand to connect to viewers.

Glamnetic along with Jones Road Jones Road, especially, create a fantastic video.

As an example, when Glamentic was able to complete 1.2 million sales through Shopify the company released an image on TikTok featuring their founder sharing his personal story.

Jones Road, on the contrary, has their founder praised for different objectives including:

• In response to audience questions regarding their product
• Asking viewers their ideals for being able to
• Furthermore, the book explains the steps that was the basis for the development of a product

If your CEO doesn't wish to be seen on camera, consult with your experts within the company to share the educational material.

Another idea is to get involved in the background and add employees into your TikToks. The internal tale of an organization working in conjunction with Thinx can be a good example:

It is also possible to make Staff picks to give your followers a fun fresh twist by using these TikToks:

   9. Have an engagement plan set up

In order for TikTok to bring in three-digit revenue, it's essential that to build a community around the platform.

How do you go about making that happen? Engage the people that follow your account. Not just responding to their posts, but. Here's a few ideas:

• Invite your followers to utilize your Stitch feature to make TikToks with their reactions to your video. Thinx has even enticed users to make these TikToks.
• You can create quick TikToks via the app reply to any feedback received about your video. Videos are especially useful in addressing concerns about your brand or helping customers solve any concerns they have. Jones Road founder, Bobbi Brown, responding to criticisms concerning the firm's Miracle Balm being sticky is a great example here.
• Host giveaways. Pipette Baby hosted one in the summers offering sunscreen (very suitable for this time of year Isn't it? ).

   10. Join forces with TikTok influencers to promote your offerings as well as boost sales

The majority of the companies we tested collaborate with niche creators. What are the benefits? More engagement and follow-up which increases brand recognition and trust, as well as growing sales.

You can achieve many goals through partnerships, such as:

• Let people know about the latest product
• Reach a new audience
• Make an announcement about a sale

You can also try various strategies that make use of TikTok influencers to find out what ones receive the most engagement from your target audience. It is possible to ask, for instance, creators to create videos showing unboxing and TikToks posting their opinions on your product.

You can also ask them to record TikToks that show their first reaction to the creation you've made -- something that SKIMS collaborates with the creators of the product:

Wrapping up: Key lessons and reminders

Most important lessons to take away from the mini-study are:

All of the TikTok channels we have looked at has a video strategy is in development, including businesses posting videos on TikToks for education, entertainment or engage and promote.

Numerous brands highlight their distinctive personality through highlighting their processes behind the scenes as in addition to highlighting the individuals who are the core of their business through their TikToks. There was a lot of founder and employee-driven videos as well.

To hit the ground running begin by understanding what videos people who are your target audience would enjoy using the app. Then, you can develop a successful video content plan for your TikTok account.

Utilize a range of video types and engage with your users. It is also possible to collaborate with employees from within, subject matter experts, as well as other TikTok creators to grow your following and increase credibility.

We wish you every success results through TikTok

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