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

When Jones Road Beauty shared their first TikTok videos based on their "less is better" makeup philosophy They had no expectation of how they'd do.

But the positive response was so overwhelming that they were unable to contain themselves.

The videos that were bite-sized boosted engagement and 4xed the makeup brand's revenue as per the Cody Plofker, the Director of Ecommerce. Actually, TikTok was a major contributor to 2percent of the company's total income in 2020. This was a figure that increased to 34% by 2022.

What is it that makes TikTok able to drive this kind of impressive performance?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok and analyzed their strategy including the types of videos they're posting as well as the methods they're using to connect with their audience.

The results of our research have been compiled into actions to follow so that you can develop high-converting TikToks that help build brand awareness increase engagement and boost sales.

Ten steps backed by research to improve your TikTok game

In light of lessons learned from 330+ TikToks, here are our top eleven action steps that you can follow:

1. Watch out for which and what your customers' watch2. Create a full-funnel TikTok strategy
3. Use Native TikTok and polished content within your plan
4. Plan holiday campaigns in advance
5. Keep track of relevant TikTok trends
6. Utilize video hooks and pattern interruptions to grab the attention of viewers.
7. Make use of the green screen effect to present authentic brand stories
8. Incorporate the founder's voice, niche expert as well as employee video clips to the mix
9. Have an engagement plan in place
10. Work with TikTok influencers in order to market your products and boost sales

 1. Be aware of who and what customers watch

The study of a one-quarter's worth of TikToks from 10 online retailers identified a key aspect: winning with TikTok takes more than an unspecific understanding of "what" is important to your customers.

Instead, dive deep into the:

• Questions your target buyers are seeking
• Trends they're reacting to
• Hashtags they're interested in (or are actively looking for)
• Also they're following they're following the TikTok creators that they're being

Tools such as Sparktoro help with this.

Another option is to type in a phrase relevant to your brand within your TikTok search bar, and then scroll through hashtags and keywords that show up. Through the posts that people post on TikToks using these hashtags, you can learn your audience's interests through the application.

Take it from the company that makes washable rugs, Ruggable. Their TikToks demonstrate that they know their audience thoroughly. The video about coastal cowgirl decor, for instance, shows how the team's research into the current trends on the platform to share trending interior design advice:

 2. Create a full-funnel video strategy for TikTok

The ecommerce companies included in our test set use a a video strategy divided by funnel stages that are at the core of their TikTok branding. This means you'll be able to see:

• Educational or entertainment top funnel media
• Middle-funnel-related content addresses the concerns that buyers who are on the fence have
• Videos of the bottom funnel announcing sales and sales

Videos of all kinds let you connect with individuals who are not aware, have questions, and are ready to buy.

Here are some of them:

 Educational videos about topics overlapping your audience's interest and your value proposition

The brand of health supplements for the gut, AG1 (formerly Athletic Greens) offers wellness advice for the best content.

The home decor business Lulu and Georgia, created this 10-part series titled, 10 design concepts that guide us to draw in new followers and educating their followers:

 Source

 Product awareness creating series-based content

The hashtag #streetinterview is 7.7B viewings on TikTok showing this type of series-based, interviews have quite some viewer demand.

This is why four out of 10 brands we looked at create episodic content featuring street interviews. And they do these interviews not just for top-of-the-line educational purposes, but also to increase the awareness of their products.

AG1, for instance, records strangers' reactions after offering samples of their supplement drink. These first-time reaction videos are fun to watch and will also inform viewers about the benefits of AG1 while the host explains what the drink can do:

Videos answering frequently commonly asked questions (FAQs)

With time, as you grow your TikTok followers, they have the same queries regarding your products in comments. Use the comments to develop fresh TikToks that answer these questions.

AG1 treats this as an opportunity to buy mid-funnel since these commenters could be one step away from buying:

 Source

 Comparison videos

Comparative videos are 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 they display that nails with a press-on from other brands are being removed when wearing them to do daily tasks prior to they illustrate that Glamnetic's nails do not come off doing the same tasks.

Brands selling e-commerce can be emulated by "showing" why their product is better than other products on the market in order to persuade customers to purchase from their brand.

 Product behind-the-scenes (BTS)

Demonstrate how you develop your products or how they are unique by using these mid-funnel product behind-the-scenes TikToks.

The Ruggable video for instance, explains how they evaluate their rugs with a friendly and fun accent to convince viewers why their rugs are worth buying:

Pro-tip: Build brand affinity by sharing behind-the-scenes content like photoshoots' behind-the-scenes video and highlights of events -- Jones Road and Lulu and Georgia are good at this.

 Product explainers or tutorials

Yet another video idea that can convince potential customers to purchase from you is products that explain how to utilize your product.

The store for stationery and notebooks, Notebook Therapy, creates videos to promote the new collections that they will launch:

The brand of OLIPOP, a healthy and nutritious soda, OLIPOP adds a variation to their videos, sharing recipes for drinks made with their soda (think OLIPOP-based Pina Colada and mocktails). They also make these product combo videos that mix two flavors from their line:

These videos do more than increase sales, but they also help retain existing customers by offering them suggestions for different flavors and combinations to try with OLIPOP.

 Discounts, new product launches, and restock announcements

The funnel that is bottom-up sales announcements, unboxing, and launch TikToks help viewers envision their own experience using the product.

Let's suppose you've released the latest collection. Promote it by creating the TikTok like the one below. It will provide details of the latest offerings. Here's an example:

In addition, if you receive many inquiries concerning when an item is going to be replenished, make sure to post restock announcement videos.

These don't even have to be difficult. Check out this sample from the company that makes skincare, Pipette Baby. The filmmaker brings restocked items in front of the camera for a close-up before putting them in the basket.

 Videos that engage customers who've purchased products from you.

In the end, you can use TikToks to share ideas about ways customers could benefit from the product.

For clothing brands that sell clothing, this could include giving ways of styling your clothing. Brands that sell makeup can provide designs or routines for skincare that customers are able to try. In the same way, food and beverage sellers are able to share recipes.

The OLIPOP flavors in TikToks are an illustration of this. Another one is product cleaning or tips for maintenance, such as this one by Ruggable about cleaning tiny areas from their carpets:

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

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 approach is great to maintain the TikTok posting frequency since you don't need to think about only sharing professionally edited videos that take a team to make.

The ideal combination for your channel is contingent on the nature of your product and video strategies.

Notebook Therapy, for instance, posts time-lapse videos sharing ideas for bullet journals and step-by-step drawings that should be consumed in edited versions in order to speed up the viewing experience:

4. Plan holiday campaigns in advance

The majority of brands that we looked at also have TikTok campaigns for upcoming celebrations and holidays.

In one instance, feminine hygiene company Thinx collaborated with a psychiatrist resident for National Stress Awareness Day (relevant to their brand) to offer stress-relieving strategies.

Similarly, Glamnetic posted makeup looks in honor of Pride month:

Use a retail marketing calendar to organize your marketing campaigns Create 3 to 5 TikToks for creating hype around an upcoming holiday offer and drive sales.

 5. Be aware of relevant TikTok trending topics

All ecommerce companies we studied are quick to adopt TikTok trending topics that relate to their brands.

In one instance, Ruggable hopped on to discuss the Netflix show Queen Charlotte however with a unique approach -- sharing photos of the rooms they've decorated with their rug designs that resemble those from the trending show:

The creation of trending TikToks showcases your personality and brand, which helps to build a stronger connection to your target audience. Additionally, they help you gain recognition and followership as TikTok users that follow the latest trends view your content.

Be sure to regularly go through videos under the Discover tab on TikTok to find trends consumers are reacting to. You can then decide if the trend has relevance to your company before making a TikTok on it.

 6. Make use of video hooks as well as patterns to draw interest

The study also revealed that the majority of the TikToks employed video hooks that were engaging (opening scenes) and pattern interrupts ( visual shifts in a video that refocus the attention of viewers) to attract viewers.

Consider this illustration of OLIPOP where the creator is noticed by a tin-wearing host

Similar to this, the Tiktok from Ruggable employs a pattern interruption -- a talking dog announcement of a rug sale that is cute as well as unique and entices viewers to view:

To add engaging hooks as well as pattern interrupts for your TikToks be aware of what makes you pause when you browse through content on your feed (the For You page).

Eventually, you'll start noticing that captivating video openings have similarities. For instance openings are usually jokes, an inspirational quote or even a query that you have. Also, they include references to pop culture.

 7. Utilize the effect of a green screen to create authentic brand tales

The effect of a green screen (available in the application's Effects gallery under the Create section) allows you to superimpose any image or video in your background.

If you use it to provide interesting backgrounds that relate to what your TikTok will be about, such as an advertisement for a film or blue ocean, it can make your video visually interesting.

Use it to tell engaging stories and create tutorials or how-to TikToks featuring videos or images that illustrate your steps.

Another idea is to use the green screen effect to reuse the content you've made. Think: Instagram photos, YouTube videos, images posted on your Instagram, or published blog articles.

AG1 created an TikTok with their social media manager's talk head with a background of images and stock photos of their 2022 Impact report.

The host shared three interesting takeaways from their research while highlighting how AG1 is adhering to their principles. In doing so, the video hits two birds with one stone: educates its viewers, and demonstrates AG1's branding principles:

 8. Add founder-led, niche expert and employee-led videos into the mix.

The majority of brands we looked at have created TikToks that feature the founder, their employees or niche experts -- ideal for showcasing who your brand is and connect with your audience.

Glamnetic as well as Jones Road particularly, nail this type of video.

As an example, when Glamentic hit 1.2 million transactions on Shopify the company posted a TikTok with their CEO sharing his story:

Jones Road, on the other hand, spotlights the founder's efforts for various goals such as:

• Responding to questions from the public about their products
• The goal is to ask viewers for content that they'd want to watch
• In addition, it explains the process of the process

If the person who is in charge doesn't wish to be on camera, however work with your specialists from within the company to create educational videos.

Another option is to get in the background and include employees on your TikToks. The internal tale of a model who works with Thinx is a great instance:

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

 9. Put a plan for engagement in place

To allow TikTok to generate triple-digit sales, it's important to build a community on the platform.

What is the best method to do so? Connect with those who follow your account. It's not just about responding to their posts, but. Here are some suggestions:

• Request followers to use your stitch feature to create TikToks with their comments to your videos. Thinx even incentivized users to build these TikToks.

• Create quick TikToks using the app in response to any comments made regarding your videos. Video responses are particularly beneficial for responding to questions related to your brand or helping customers resolve any reservations they may have. Jones Road founder, Bobbi Brown responding to people's remarks about the Miracle Balm becoming sticky, is an excellent illustration here.

• Host giveaways. Pipette Baby hosted one during the summer months offering sunscreen (very weather appropriate Isn't it? ).

 10. Partner with TikTok influencers to promote products and drive sales

Almost all the brands we evaluated collaborate with niche creators. Benefits? Growing your following and engagement, increasing brand awareness and credibility, while also increasing sales.

There are a lot of goals with the alliance, for example:

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

Try various campaigns using TikTok influencers to determine what gets the most engagement from your target audience. As an example, you can ask the creators to create videos of unboxing or TikToks sharing their reviews of your product.

It is also possible to ask them to create TikToks that show their initial reaction to the product you've created -as SKIMS do in collaboration with creators:

Closing out: The key lessons To-dos, reminders, and more

The top two takeaways from this mini-study include:

Every one of the TikTok channels we examined use a video strategy the works, with companies sharing TikToks to inform, entertain or engage and promote.

The majority of brands show their personalities by sharing their secret processes and highlighting the human beings behind their brand on their TikToks. We saw tons of employee- and founder-led videos, too.

In order to get started yourself, start with understanding what videos your ideal viewers like on the app, so you can create a video strategy for you TikTok account.

Make sure you use different video types and engage with your fans. You can also partner with internal employees or subject matter experts as well as other TikTok creators in order to build your following and increase your credibility.

Let's see your achievement with TikTok