TikTok in E-Commerce 10 of the ecommerce companies' TikTok strategies

At the beginning of their journey, Jones Road Beauty shared their initial TikTok videos following their "less is more" makeup philosophy, they didn't have a clue about what they would perform.

However, the overwhelming response to their praise was so overwhelming that they were unable to keep themselves in check.

The smaller-sized videos encouraged engagement and 4xed the makeup brand's revenue as per Cody Plofker who is Director of Ecommerce. In actual fact, TikTok contributed just 2 percent of their total revenues for the year in 2020. A number that grew to 34% by 2022.

What is it that is it that makes TikTok get such a remarkable performance?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok through analyzing their strategy, which includes the type of video they're uploading along with the techniques they're using to connect with their followers.

Our findings have been summarized as steps to take so that you can create high-converting TikToks that generate brand awareness improve engagement, and boost sales.

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

In light of lessons learnt from over 330 TikToks, here are our top 11 action steps that you should adhere to:

1.  Watch out for which as well as what your customers' watch 2. Create a full-funnel TikTok strategy  3. Incorporate native TikTok and refined content in your strategy  
   4. Plan holiday campaigns in advance  
   5. Be aware of the latest TikTok trends  
   6. Make use of video hooks as well as pattern interrupts to capture the attention of viewers.  
   7. Utilize the green screen effect in order to present authentic brand stories  
   8. Add the founder's voice, expertise employee-led and niche expert videos in the mix  
   9. Have an engagement plan in place  
   10. Collaboration with TikTok influencers to help promote the products and drive sales

   1. You should be aware of what the customers' viewing habits are.

An entire year's worth of TikToks of 10 companies that sell online highlighted an essential point: winning on TikTok involves more than understanding "what" you want to know about your customers.

Instead, you should dive into the:

• What questions for your buyer's prospective customers are they
• The trends they're responding to
• Hashtags that they're interested in (or are actively looking for)
• Additionally, they're following TikTok creators they're following.

Equipment like Sparktoro help in this.

Another alternative is typing keywords that are that is relevant to your business in the TikTok search bar and then browse through hashtags and keywords that appear. By reading the comments people leave on TikToks by using hashtags you'll learn about your customers' preferences in the app.

Learn more about this through the manufacturer of rug washable Ruggable. Ruggable's TikToks show that they are able to identify their audience effectively. This clip on coastal cowgirl décor, as an instance, demonstrates the team's research into the current fashions through the platform. They also offer suggestions on trends for interior design:

   2. Create a full-funnel video strategy to TikTok

All the ecommerce players that tried out have a video strategy that is divided into funnel stages at the heart of their TikTok branding. That means that you'll have the ability to observe:

• Educational or entertainment top funnel media
• Middle-funnel-related content addresses the concerns about on-the-fence customers' concerns.
• Videos from the bottom of the funnel, announcing sales as well as sales

The wide variety of types of videos allows you to meet people who are unsure, or are ready to buy.
 
  Here are some examples:

 Videos that teach about subjects that are relevant to your viewers and the value you can provide

A brand that promotes health and wellness, AG1 (formerly Athletic Greens) provides wellness tips to top-funnel materials.

Similar to that, the home décor company Lulu and Georgia, created the 10 part series titled 10 design concepts that help us attract new followers as well as informing their fans:

    Source

Awareness of the product is that drives series-based information

The hashtag #streetinterview gets 7.7B viewers on TikTok which shows that this type of interviews which are focused on series receive lots of attention from viewers.

There's a good reason 4 of the 10 companies we examined have created episodic content which incorporates street interviews. They're not just to provide top-quality educational content, but also for boosting awareness about their product.

AG1 for instance record the reactions of people who are providing sample bottles of their supplement drink. These videos of first reactions are fun to watch. The videos will inform viewers about the benefits of AG1, while the host discusses the reasons AG1 is useful:

Videos that answer frequently asked frequently asked questions (FAQs)

With time, as you grow the size of your TikTok audience, users are likely to ask similar queries about your service through comments. Use these questions to build new TikToks to address these issues.
 
  AG1 considers this to be an opportunity that lies in the middle of the funnel because these people may be just one click away from buying:

   Source

Video clips of comparison

Video comparison is another choice to create content for the middle funnel.

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

The nail press-ons from different brands are disappear after being worn to perform daily chores before showing how Glamnetic's nails aren't loosened when carrying out the same task.

Ecommerce brands can emulate the success of other brands by "showing" the way they are better than the other brands on the market, in order to persuade customers to purchase from them.

Product behind-the-scenes (BTS)

Tell us how you are working on your products or what makes their products unique. These are mid-funnel product behind-the-scenes TikToks.

The Ruggable video, as one example, explains the process they use to examine their rugs using a fun and friendly accent to convince people that their rugs are worth purchasing

Pro-tip: Build brand affinity by sharing behind the scenes content, like photoshoots' behind-the-scenes content and event highlights -The likes of Jones Road and Lulu and Georgia are great at this.

 Product explainers or tutorials

Another idea for video clips to making potential buyers buy from you is to provide explanations for your product, which demonstrate various ways you can use your product.

Stationery and notebook stores, Notebook Therapy, creates videos to showcase the latest line they're launching:

The name of OLIPOP, a healthy and nutritious soda, OLIPOP offers a slightly different variation to these videos, offering recipes of drinks made from the soda (think the OLIPOP-based Pina Colada and mocktails). The brand also makes combinations of videos which combine two flavors:

The videos not only encourage sales. They also help keep satisfied customers by providing ideas for fresh flavor combinations and flavor combinations to try using OLIPOP.

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

The funnel that is bottom-up, sale announcements, the unboxing process, and the launch TikToks assist users in creating their own experience using the service.

Imagine that you've just introduced a new product. It is possible to promote it with an TikTok such as that below. It will provide information about the new product. This is an example of how to achieve this:

Additionally, if there are many questions about the date that a particular product is going to be replenished, make certain to share Restock Announcements.

This doesn't need to be a hassle. Check out this sample from the skincare brand, Pipette Baby. The filmmaker brings restocked items in front of the camera for a closer-up prior to placing them in the basket.

Videos to engage clients who have already purchased from you.

At the end of the day the end, you'll be able to utilize TikToks to exchange ideas regarding methods your customers could use your service.

In the case of apparel companies, this would mean sharing ways to style your outfit. Companies that sell cosmetics can provide designs or routines for skincare that customers could attempt. In the same way, food and beverage vendors may offer recipes.

OlIPOP's flavor combination TikToks serve as an example in this. Another one is product cleaning or maintenance tips, such as this video by Ruggable to clean tiny marks off their carpets:

   3. Incorporate native TikTok and refined content into your strategy

9 out of 10 ecommerce brands included in this study make use of a mix of authentic (native videos shot through the app) and professionally-produced, pre-recorded product videos that they post on their TikTok channels.

This is a great method to maintain the TikTok posting schedule because you won't have to be concerned about sharing only professional-produced videos which require a team to make.

However, the ideal video content you can use for your channel is dependent on the type of product you sell and your video strategy.

Notebook Therapy for example offers time-lapse videos of suggestions for bullet journals as well as steps-by-step drawings that should be watched edited to allow viewers to save time:

4. Plan holiday campaigns in advance

Most of the companies which we studied also designed TikTok campaigns for upcoming celebrations and holidays.

For instance an example, the brand of female hygiene Thinx collaborated with a psychiatrist resident in celebration of National Stress Awareness Day (relevant to their marketing) for stress-relief techniques.

The same is true for Glamnetic. Glamnetic shared makeup-related looks to celebrate Pride month:

Utilize your retailer's marketing calendar to organize your campaigns -- make 3 to 5 TikToks to generate excitement about an upcoming holiday offer and drive sales.

   5. Keep track of the most current TikTok trending subjects

The majority of the e-commerce businesses we researched make use of TikTok patterns that relate to their brand.

One time, Ruggable hopped on to discuss his favorite Netflix show Queen Charlotte however with a humorous twist -- showing pictures of the rooms they've installed with carpets that look like they were in the style of the show.

The creation of trending TikToks demonstrates your personal brand image, and helps to connect with your fans. Also, you will gain popularity and followership since TikTok users who follow the trend are watching your posts.

You should be reviewing videos under the Discover tab on TikTok to see trends users are responding to. You can then decide if the trend pertains to your company prior to creating the TikTok regarding the trend.

   6. Make use of video hooks as well as pattern interruptions to grab attention.

Our study also showed the majority of the TikToks used video hooks that contained captivating video content (opening scenes) along with pattern interruptions ( visual changes within a video which refocus the eyes of viewers) to entice viewers.

Take a look at this image from OLIPOP in which the artist is noticed by a tin-wearing host

The Tiktok of Ruggable employs a pattern interruption with a talking dog announcing the sale of rugs. It is charming and distinct in order to entice viewers to watch:

For adding engaging hooks as well as pattern breaks to your TikToks Be aware of what makes you pause when scrolling through the information on the feed (the For You page).

In time it will become apparent that captivating video openings have similarities. In particular, they start with a joke, an inspirational quote or query you've got. Also, they make references to pop media.

   7. Use the power of a green screen in order to tell authentic brand stories

The green screen effect (available within the app's effects gallery under the section called Create) allows you to superimpose images or videos on your background.

You can use it to make interesting backgrounds that relate to the content you're TikTok is about, such as an advertisement to promote a film or an ocean, you can increase the aesthetic appeal to you TikTok video.

Make use of it to tell interesting stories or make educational videos or TikToks by using images or videos which illustrate the process you're trying to demonstrate.

Another option is to utilize the effects of green screens to reuse the content you've made. Imagine: Instagram photos, YouTube videos, photos you upload to Instagram or blog content.

AG1 created an TikTok that features their social media manager's talking head as well as a background comprised of images, stock photos and screen shots from their 2022 Impact Report.

The host shared three interesting details from their research as well as revealing how AG1 has been adamant about the principles they have set. The video kills two birds by one stone. It educates viewers as well as demonstrating AG1's branding values:

   8. Incorporate founder-led videos along with expert niche or videos of employees into the mix

Most of the brands that we examined have developed TlikToks with the founders of their company, employees or professionals in their area of expertise perfect for showing the personalities behind your brand to connect to viewers.

Glamnetic and Jones Road Jones Road, in particular, are some of the most excellent examples of this sort of video.

As an example, when Glamentic hit 1.2 million transactions through Shopify and posted an announcement on TikTok that featured their CEO revealing his story:

Jones Road, on the contrary, focuses on the creator of Jones Road for a variety of diverse reasons including:

• To answer questions of the public about their product
• Asking viewers what type of material they'd like to watch
• In addition, it explains the process that resulted in the development of the product

If the founder does not want to appear on camera, work with your internal expert on the subject to make instructional videos.

Another alternative is to work in the background and include employees to your TikToks. The inner story of an employee of Thinx is an excellent example:

It is also possible to create your own team selections for a thrilling new twist using these TikToks:

   9. Set a framework to engage in

In order for TikTok to earn the three-digit amount of revenue it is essential to build the right community.

How do you go with this? Connect with those who follow your blog. That's more than just answering their messages, however. Here are some suggestions:

• Ask followers to use your stitch function to build TikToks using their comments on your video. Thinx has even enticed users to create these TikToks.
• Create quick TikToks by using the app replying to comments on your videos. Responses to videos are extremely beneficial for responding to questions related to your product or for solving any issues customers may encounter. Jones Road founder, Bobbi Brown's response to comments about Miracle Balm being sticky Miracle Balm being sticky is a good instance here.
• Host giveaways. Pipette Baby hosted one during the summer and offered sunscreen (very weather appropriate Isn't it? ).

   10. Work in conjunction with TikTok influencers to advertise product offerings and boost sales

Almost all brands that we evaluated collaborate with niche-focused creators. What are the advantages? The benefits include growing your followers and engagement in boosting brand awareness and trust and also increasing the sales.

It is possible to accomplish a variety of objectives by joining this alliance. As an examples:

• Make people aware of a brand new product
• Reach a new audience
• Create an announcement of an upcoming sale.

Try various campaigns using TikTok influencers to determine which ones get the highest response from your customers. In particular, ask creators to produce unboxing video or posts on TikToks where they share their views on your products.

It is also possible to have them record videos that show their initial reaction towards your productas SKIMS do in collaboration with creators.

Finalizing out: The most important lesson, the tasks to be completed and reminders

Our best two learnings from this mini-study

All the TikTok channels we have studied use a video strategy, with brands sharing TikToks to educate, entertain and engaging as well as increase sales.

A majority of companies show their personalities through sharing secrets and showing the human beings that make up their brand through their TikToks. There were a lot of founders and employees-led videos too.

For a start, first, you must understand the different types of videos that your target users are searching for in the app. Then, you can make a video strategy your account. TikTok account.

Use a variety of kinds of videos, and be sure to engage your followers. You can also collaborate with employees from within as well as subject-matter experts, and even other TikTok creators in order to increase your audience and improve the credibility of your brand.

Here's to your great achievement using TikTok

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