TikTok to promote e-commerce. The top 10 Ecommerce companies' TikTok strategies

At the start, when Jones Road Beauty shared their first TikTok videos based on the "less can be more" makeup aesthetic They had no expectations of what they would achieve.

The positive reaction surprised them.

The videos that were bite-sized boosted engagement and 4xed revenues for the brand's cosmetics as per the report of Cody Plofker, the Director of Ecommerce. In reality, TikTok was a major contributing factor to just 2 per cent of the total revenue in the year 2020. This was a increase from 34% in 2022.

What is it that makes TikTok capable of delivering such impressive results?

We looked at 10 stores online (including Jones Road) winning on TikTok and analyzed their strategies in relation to the type of content they're uploading, as well as the methods they're using to connect with their customers.

The results of our research are compiled into concrete steps to help you create extremely-converting apps on TikTok that can help you build the brand's reputation, increase the engagement of users and increase sales.

10 steps that are backed by science to boost your TikTok game

As a result of the lessons learnt from 330+ TikToks Our most popular 11 suggestions for you to consider:

1. Pay attention to which and what your customers are watching2. Create a full-funnel TikTok strategy  3. Integrate native TikTok as well as refined and brand-named content into your strategy  
   4. Plan holiday campaigns in advance  
   5. Stay on top of the most recent TikTok updates  
   6. Utilize video hooks and pattern interruptions to draw the attention of your viewers.  
   7. Utilize the effect of a screen that is green to convey authentic brand storylines  
   8. Add founder-led, niche expert along with videos of employees to the mix  
   9. Have an engagement plan in place  
   10. Use TikTok influencers in order to market your products and boost sales

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

A study of one quarter's worth of TikToks from 10 online retailers revealed a crucial aspect: success with TikTok takes more than an unspecific grasp of "what" is important to your users.

Instead, dive deep into:

• The questions your buyers' prospective customers are seeking
• The market is reacting to changes
• Hashtags they're researching (or are actively looking for)
• Also, obviously, they're following the TikTok creators that they're following.

Tools like Sparktoro aid in this.

Another suggestion is to type a phrase that is relevant to your business on the TikTok search bar, after which you can scroll through the hashtags and terms that pop up. If you read the messages that people post on TikTok using these hashtags, you will be able to discover what your customers' needs are on the app.

Discover more information about it by visiting Ruggable, a brand that is washable. Ruggable. Their TikToks illustrate that they understand their target market well. This video on the Coast-side cowgirl decor for instance, shows they have analyzed the most popular trends on the platform as well as offer advice on interior design trends:

   2. Create a full-funnel video strategy for TikTok

Every single online retailer that we have included in our set of samples has a an integrated video strategy, divided into funnel stages at the heart and core of TikTok branding. You'll find:

• Entertainment or educational top funnel media
• Middle-funnel content that addresses problems buyers contemplating buying
• Videos of the bottom funnel announcing sales and the sales

Videos of all kinds allow the user to contact individuals who might be unaware of your products or are unsure and ready to buy.
 
  Here are a few:

HTML0 Educational videos on subjects that are relevant to the needs of your viewers and your potential value

The brand of health supplements for gut, AG1 (formerly Athletic Greens) offers wellness tips and top-quality content.

The company that sells home decor, Lulu and Georgia, created the series of 10 parts called 10 design principles that we use to reel into new customers, and educating the general public about

    Source

 Awareness of the product that is driving series-based information

The hashtag #streetinterview has 7.7B views on TikTok which indicates that this kind of interviews which are show-based receive a lot of attention from people who watch them.

That's why four of the companies we examined create episodic content, which includes street interviews. They do them not just to provide top-quality educational content, but also to boost the awareness of their offerings.

AG1, for instance captures the reactions of strangers upon offering them samples of their supplement drink. Videos of the first reactions are fun to view. They also tell viewers about benefits of AG1 as the host shares why the drink has been useful:

Videos that answer frequently commonly asked commonly asked (FAQs)

With time, as you increase the size of your TikTok user base, you will see that users are asking similar questions about your products in comments. Utilize the comments to create innovative TikToks to answer them.
 
  AG1 considers this to be an opportunity in the middle of the funnel since they could be just just a few steps away from acquiring:

   Source

 Comparison videos

The use of videos with similar content is another way to make middle funnel content.

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

It is evident that nails with a press-on of other brands fall off when you wear nails for routine chores prior to them proving that the nails of Glamnetic do not come off doing the same tasks.

E-commerce companies can mimicking the success of competitors by "showing" how their products are superior to other products that are available to persuade customers to purchase their products.

Product behind-the-scenes (BTS)

Let us know how you are working on your items, or demonstrate their uniqueness with these middle-funnel products behind the scenes TikToks.

The Ruggable video an instance describes how the rug is tested and use a welcoming and jolly style of speaking to convince viewers that their rugs are worthy of purchasing:

Tips for a successful  Develop brand recognition by sharing behind the scenes photos, such as behind the scenes videos, and highlight clips of the events. For instance, Jones Road and Lulu and Georgia are great in this.

Product explanations or how-tos

Another strategy to convince prospective buyers to purchase with you is explaining your product, which demonstrate many ways that you can utilize your product.

Notebook Therapy, a store selling stationery and notebooks, Notebook Therapy, creates these videos to promote the latest collection they are launching:

A natural, healthy soda company called OLIPOP adds a twist to the videos with recipe for drinks that you could create using their soda (think the OLIPOP-based Pina Colada and mocktails). Additionally, they create combinations of videos that combine two flavors from their line:

The videos not only encourage sales but also retain regular customers by giving them ideas for various flavor combinations and flavors to test using OLIPOP.

Discounts, the launch of products that are new and Restocking announcements

The funnel that is bottom-up sales announcements, unboxing process, and launch TikToks allow users to imagine ways they will use the items.

If you've just launched your new collection. Promoting it, you can create a TikTok like the one below. The TikTok will give an overview of the latest offerings. Below is a sample

Additionally, if there are lots of questions regarding when the item is scheduled to be replaced, make certain to release restock announcement videos.

It doesn't have to be difficult. Take a look at this video from the manufacturer of skincare, Pipette Baby. The filmmaker brings products that have been replenished in front of the camera to take close-up shots and then puts them into an unicycle basket.

Videos designed to entice customers who have already purchased from you.

Then, you can use TikToks to exchange ideas regarding methods your customers could use the service.

In the case of garment companies, this might mean giving ways of styling your clothing. Cosmetic companies could offer makeup designs or routines for skincare that customers might try. Similar to that, food and drinks sellers can share recipes.

The OLIPOP flavor combination TikToks are a good illustration in this case. Another example is the cleaning of products or maintenance suggestions like this from Ruggable regarding cleaning small spaces off their carpets

   3. Incorporate native TikTok as well as polished content to your plans

Nine of the ten online retail businesses in this research employ a mixture of real (native videos shot on the app) and pre-recorded professional video content in the TikTok channels.

This technique is the best way for keeping your TikTok posting schedule because you won't have to think about only sharing professionally edited videos which require the entire group to produce.

But, the best mix for your channel depends on the type of product you offer and the video strategy.

Notebook Therapy for example offers time-lapse videos of doodles that are step-by-step. These videos are best used in edits for speeding up the experience of watching

4. Plan holiday campaigns in advance

Most of the companies they studied have also planned TikTok events for celebrations and holidays.

As an example, the feminine hygiene company Thinx has partnered with a psychiatrist resident for National Stress Awareness Day (relevant to their branding) to offer techniques for stress relief.

In the same way, Glamnetic shared makeup-related models in celebration to Pride month:

Use the Retail marketing calendar to organize your marketing campaigns -- make 3-5 TikToks for creating hype about any seasonal promotion, as well as to increase sales.

   5. Keep track of pertinent TikTok updates

Every e-commerce company we examined have been quick to take on TikTok trending topics that relate to their brands.

As an example, Ruggable hopped on to discuss the Netflix program Queen Charlotte However, she did it with a distinct approach -- showing pictures of the rooms they've decorated using rugs that appear like they're from the show that's currently being talked about:

Creating trending TikToks shows your personal brand image and helps you connect with your audience. Additionally, you will gain attention and a following as TikTok users who follow the latest trends watch your video.

Be sure to regularly check videos under the Discover tab on TikTok to observe trends that users are reacting to. Then, you can decide whether the trend is relevant to your business before you launch the TikTok on it.

   6. Utilize video hooks and patterns interrupts in order to draw attention

Our study also showed how the majority of TikToks employed videos with hooks that were engaging (opening scenes) along with patterns that interrupt ( visual shifts in the video that shift on the viewers' eyes) to draw interest of users.

Look at this picture from OLIPOP in which the designer catches attention with a tin-wearing host

Similarly, this Tiktok from Ruggable utilizes a pattern interrupt by a dog who is talking to promote the sale of the rug, which is cute and unique -- in order in order to entice viewers to see:

For hooks that are engaging as well as pattern interrupts to your stream, pay attention to your pauses while scrolling through the content of your streaming (the For You page).

Sooner or later, you'll begin to notice that video openers with captivating videos share the same traits. In the beginning, they may include an edgy quotation, or an enquiry is being asked. Additionally, they contain pop culture reference.

   7. Use the effect of green screens to create authentic brand stories

The effect of a green screen (available within the app's effects gallery in the"Create" category) permits you to overlay any video or image on the background.

By using it to add interesting backgrounds that are pertinent to the subject the subject that your TikTok is about, such as movie posters as well as the ocean blue, you could make your video visually interesting.

Make use of it to tell entertaining stories and make instructional videos or TikToks with images or videos that show you actions.

Another idea is to make use of the green screen effect in order to recycle content you've already created. Consider YouTube videos, pictures of your Instagram and blog posts.

AG1 created the TikTok with the head of the social media manager as well as a background from stock images and screenshots of their 2022 Impact report.

The host discussed three interesting results from their studies, while highlighting how AG1's research is on par with their findings. In doing so, the video hits two birds with one stone. The film educates viewers, and also demonstrates AG1's core values.

   8. Add founder-led expert videos, niche-specific experts video interviews with employees to the mix.

Most of the businesses we looked at have created TikToks with their founders and employees or even specialists within a specific field. A great method to show who is behind your company's brand, and to make connections to viewers.

Glamnetic as well as Jones Road particularly create a wonderful video.

For example, when Glamentic hit 1.2 million in sales on Shopify and made an announcement on TikTok which featured their chief executive explaining the background:

Jones Road, on the opposite hand, highlights the founder's efforts for various purposes, such as:

• Answering questions the audience has concerning their products
• Asking viewers what content they'd like to see
• and describing the purpose for the procedure

If your CEO doesn't want to appear on the camera collaborate with the inside experts within your industry to share educational material.

Another option is to look to the back of the house by displaying employees on your TikToks. The inner story of a model that works for Thinx can be a great example:

You can also do Staff picks for a humorous twist with these TikToks:

   9. Set a framework to engage in

For TikTok to bring in the three-digit amount of revenue it is essential that you create a community there.

The best way to do this is to Engage with the people that follow your profile. This goes beyond just replying to their messages. Here are some ideas:

• Ask followers to use their stitch function to make TikToks which share the reactions of their followers to your videos. Thinx has even enticed users to create these types of TikToks.
• Make short TikToks by using the app giving feedback to your video. Videos are particularly helpful in addressing concerns about the product, or to help customers resolve any reservations they might be experiencing. Jones Road founder, Bobbi Brown, responding to the criticisms regarding their Miracle Balm becoming sticky is an outstanding example.
• Host giveaways. Pipette Baby was the host of one in the summer, and she gave away sunscreen (very appropriate for the season Isn't it? ).

   10. Collaborate with TikTok influencers in order to advertise your products and boost the number of sales

Most of the brands we examined collaborate with niche-specific creators. What benefits can they reap? Growing your following and engagement through increasing the trust and recognition of your brand, as well as increasing sales.

It is possible to achieve a variety of targets with the help of a partner, for example:

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

Try different strategies using TikTok influencers in order to figure out which gets the most participation from your customers. For instance, you can request, creators to make unboxing videos, or even on TikToks posting reviews about your product.

They can also be asked to create TikToks that show their initial reaction towards the creation you've made like SKIMS together with creators

Finalizing: key takeaways along with reminders

Our best two learnings from this mini-study are

Every one of the TikTok channels that we examined use a place for video strategies, with brands using TikToks to entertain, inform and engage and advertise.

The majority of brands express their personalities by showcasing their work behind the scenes, as and highlighting their employees who are the core of their business through their TikToks. There was a great deal of founders and employees-led videos as well.

To begin with your account, it is important to be aware of the types of videos that your ideal users like on the app so you can design a video strategy to use for your TikTok account.

Make use of a wide variety of videos, and connect with your followers. Also, you can partner with employees from within the company and subject matter experts and others TikTok creators to increase your followers and build the credibility of your brand.

Let's see your achievement through TikTok

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