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

As Jones Road Beauty shared their first few TikTok videos that reflected their "less is more" makeup ethos They had no expectations of how well they'd perform.

The positive reaction was so overwhelming that they were unable to contain themselves.

The videos that were bite-sized boosted interest and also increased the profits of the makeup company according to Cody Plofker, the Director of Ecommerce. Actually, TikTok contributed 2percent of the company's total revenue in 2020, a number that grew to 34% by 2022.

What makes TikTok capable of delivering these impressive results?

We looked at 10 brands on the e-commerce market (including Jones Road) winning on TikTok -- analyzing their strategy including the types of videos they're posting and how they're engaging their audience.

The results of our research have been compiled into tactical steps so you can make high-converting TikToks which increase brand recognition increase engagement and drive sales.

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

In light of lessons learned drawn from more than 330 TikToks, here are our top 11 actions to help you get started:

1. Pay attention to who and what customers watch2. Create a full-funnel TikTok strategy
3. Incorporate the native TikTok with polished, branded and native content within your approach
4. Plan holiday campaigns in advance
5. Keep track of the latest TikTok trending topics
6. Utilize video hooks and pattern interrupts to capture the attention of viewers.
7. Make use of the effect of a green screen to tell authentic brand stories
8. Include experts from the founders, niche experts, and employee-led videos into the mix
9. Have an engagement plan in place
10. Collaborate with TikTok influencers in order to market the products and increase sales

 1. Watch out for who and what customers watch

Digging into a quarter's worth of TikToks from 10 online retailers highlighted an essential point: winning on TikTok is more than having a generic understanding of "what" is important to your audience.

Instead, dive deep into:

• Your buyers' target market is they
• Trends they're reacting to
• Hashtags they're interested in (or actively searching for)
• and, of course and, of course, the TikTok creators that they're following

Tools like Sparktoro aid in this.

Another suggestion is to type in a phrase that is relevant to your business on the TikTok search bar and go through hashtags and keywords that show up. Through the posts that people make on TikToks with these hashtags, you will be able to learn about your customers' desires in the app.

Learn about it from the company that makes washable rugs Ruggable. Their TikToks demonstrate that they know their audience well. The video about coast-side cowgirl décor, for example, shows that the team's research into the current styles on the platform to provide interior design tips and trends:

 2. Make a full-funnel, video-based strategy for TikTok

The ecommerce companies included in our test set use a a video strategy divided by funnel stages at the heart of their TikTok brand. So you'll see:

• 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 that announce discounts and sales

The variety of video types can allow you to reach out to those who may be unaware or have questions and are looking to purchase.

Here are a few examples:

 Videos that teach about subjects overlapping your audience's interest and the value you can offer

The brand of health supplements for the gut, AG1 (formerly Athletic Greens) offers wellness advice for top-funnel information.

Similar to that, the home décor company Lulu and Georgia, created the series of 10 parts titled 10 design concepts that we follow for bringing into new customers and informing the public:

 Source

 Awareness of the product is driving series-based content

The hashtag #streetinterview is 7.7B views on TikTok which shows that this kind of series-based, interviews have quite some viewer demand.

This is why 4 out of the 10 brands we examined make episodic videos that feature street interviews. And they do these interviews not just for top-of-the-line education but also for increasing product awareness.

AG1, for example, captures the reactions of strangers after giving samples of their supplement drink. These first-time reaction videos are fun to watch and also tell viewers about the advantages of AG1 when the host shares how the drink is helpful:

Videos that answer frequently asked questions (FAQs)

With time, as you grow your TikTok followers, they will ask the same questions regarding your products in comments. Find the questions and create new TikToks to answer them.

AG1 treats this as an opportunity to buy mid-funnel as these individuals might be a step from purchasing:

 Source

 Comparison videos

The idea of comparison videos is another one to use for content in the middle funnel.

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

Notice how they show nail press-ons from different brands falling off after wearing the nails to perform daily chores prior to they show how Glamnetic's nails don't come off when you perform the same task.

The brands of Ecommerce could be modelled their competitors by "showing" why they are better than competitors so that customers are convinced to buy from their brand.

 Product behind-the-scenes (BTS)

Let us know how you are working on your product or show the uniqueness of them with these behind-the-scenes product TikToks for mid-funne.

The Ruggable video, for instance, explains how they examine their rug -- using a fun and friendly accent to convince viewers why their rug is worth buying:

Pro tip: Build brand affinity by sharing behind-the-scenes content like photoshoots' behind-the-scenes videos and other highlights from eventsfor example, Jones Road as well as Lulu and Georgia do these well.

 Tutorials or product explanations

Yet another video idea to persuade potential buyers to buy from you are product explainers that show the different ways to use your product.

Notebook and stationery store, Notebook Therapy, creates these videos for the new collections that they will launch:

The brand of OLIPOP, a healthy and nutritious soda, OLIPOP offers a subtle turn to the videos sharing recipes for drinks which you can prepare using their soda (think OLIPOP-based Pina Colada and mocktails). The brand also makes combo videos that mix two of their flavors:

These videos do more than encourage sales but also retain existing customers by offering them concepts for fresh flavor combinations and flavors to test with OLIPOP.

 Discount, product launch and restocking announcements

In the funnel at the bottom the sale announcements, unboxing, and the launch TikToks let users imagine themselves using the products.

Let's suppose you've released the latest collection. You can promote it using the TikTok like the one below -- sharing an overview of the new products. This is an example of how to do it:

Plus, if you get a lot of queries about when a certain product is going to be replenished, make certain to make video announcements about restocks.

This doesn't need to be difficult. Check out this sample from the company that makes skincare, Pipette Baby. The video creator brings the products that have been replenished in front of the camera for close-ups before placing them into the basket.

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

In the end, you can use TikToks to provide ideas on how the customers will benefit from the product.

In the case of apparel companies that sell clothing, this could include giving ways of styling your outfit. Cosmetic brands could share makeup styles or skin care routines that consumers can try. Similarly, food and drink vendors can provide recipes.

The OLIPOP flavor combination TikToks are a good of the examples here. Another example is the cleaning of products or maintenance tips such as this video from Ruggable about cleaning tiny spots from their rugs:

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

Nine out of ten e-commerce brands included in this study make use of a mix of real (native videos shot through the application) and professionally-produced, pre-recorded product videos on their TikTok channels.

This method is ideal to maintain the TikTok post frequency, as you do not have to worry about sharing only professional-produced videos which require the time of a group to produce.

But, the best mix for your channel depends on the nature of your product and video strategies.

Notebook Therapy, as an example shares time-lapse video clips of ideas for bullet journals and step-by-step drawings that should be used in edits so that viewers can save time:

4. Plan holiday campaigns in advance

The majority of brands we studied also plan TikTok campaigns for upcoming holidays and events.

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

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

Make use of the retail marketing calendar to plan your campaigns -- make 3-5 TikToks to create excitement around an upcoming holiday offer and drive sales.

 5. Keep track of current TikTok trends

The majority of the e-commerce businesses we researched are quick to adopt TikTok trending topics that relate to their brand.

For example, Ruggable hopped on to talk about the Netflix show Queen Charlotte but with a fun twist -- sharing pictures of their rooms with rugs that look like they're from the trending show:

Creating trending TikToks shows your brand personality, helping you connect better with your followers. You also gain recognition and followership since TikTok users that follow the latest trends view your content.

Review regularly videos on the Discover tab on TikTok to identify trends that people are reacting to. Decide if the style is relevant to your brand before making the TikTok on it.

 6. Use video hooks and patterns interrupts to grab the attention of your audience.

The study also revealed that the majority of the TikToks used engaging video hooks (opening scenes) as well as pattern interruptions ( visually transforming elements in the video which shift on the viewers' eyes) to entice viewers.

Take this example of OLIPOP The creator of the show catches attention with a tin-wearing host

Similarly, this Tiktok of Ruggable makes use of a pattern break which is a dog that talks announcing a rug sale which is cute as well as unique in order to entice people to watch:

For adding engaging hooks as well as pattern interrupts to your TikToks Pay attention to what makes you pause when you browse through video clips in your feed (the For You page).

In time, you'll notice the engaging openings to videos share the same characteristics. For example, they open with a joke, an inspiring quotation, or an inquiry that you have. They also make references to pop culture.

 7. Use the green screen effect to convey authentic brand story

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

By using it to add an intriguing background that is relevant to the topic of you're TikTok will be about, such as a movie poster or the blue ocean, you could enhance the visual appeal of your TikTok video.

Utilize it to create entertaining stories and make instructions or TikToks featuring images or video clips illustrating your steps.

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

AG1 made this happen by launching an TikTok featuring the social media manager's head and a background made of pictures and images of their 2022 Impact report.

The host shared three interesting conclusions from their research, and also highlighted how AG1 is adhering to their principles. The video kills two birds one stone. It educates viewers, and demonstrates AG1's branding principles:

 8. Incorporate founder-led videos, expert niche, and employee videos to the mix.

Half of the brands that we examined have TikToks with their employees, founders, or specialists in a niche. an excellent way to show the people behind your brand and connect with your audience.

Glamnetic and Jones Road Jones Road, specifically make a great video.

In the case of Glamentic reached 1.2 million orders on Shopify and posted an announcement on TikTok that featured their founder who shared the backstory:

Jones Road, on the opposite, highlights their creator for many different goals like:

• In response to audience questions concerning their products
• Asking viewers what content they'd want to be able to
• In addition, it explains the process of the process

If your founder doesn't want to be on camera, however, collaborate with internal subject matter experts to create educational videos.

Another idea is to get to the back of the house by displaying employees on your TikToks. This internal story from a model working with Thinx is an excellent example:

It is also possible to make your own staff selections to give you a fun variation with these TikToks:

 9. Have an engagement plan put in place

To allow TikTok to generate the triple digits of sales, it's crucial that to build a community on the platform.

The best way to do that is Connect with those who follow you. This goes beyond replying to their comments though. Here are some suggestions:

• Ask followers to use the Stitch function to make TikToks with their comments to your video. Thinx even incentivized users to build these TikToks.

• Make quick TikToks using the app for responding to feedback about your video. Responses to videos are extremely useful for addressing questions relating to your product or for helping customers resolve any reservations they may have. Jones Road founder, Bobbi Brown's response to criticisms concerning the Miracle Balm becoming sticky, is an excellent example here.

• Host giveaways. Pipette Baby hosted one in the summers and gave away sunscreen (very suitable for the weather, isn't it? ).

 10. Partner with TikTok influencers to help promote your the products you sell and increase sales

Most of the brands we reviewed partner with niche creators. What are the benefits? Growing your following and engagement in boosting brand awareness and credibility, and increasing sales.

There are a lot of objectives with this alliance, for example:

• Make people aware of a brand new product
• Reach a new audience
• Anounce sales

It is also possible to test different campaigns with TikTok influencers to determine what gets the most engagement from your customers. You can ask for example, makers to create unboxing videos or on TikToks, sharing reviews of your products.

You can also ask them to take TikToks showing their first reaction to the product you've created -- something that SKIMS does with creators:

Wrapping up: Key takeaways as well as reminders

The most important takeaways from this mini-study include:

Every one of the TikTok channels that we looked at use a video strategy place, with brands using TikToks to educate, entertain or engage and make sales.

The majority of brands show their personalities by highlighting their behind-the-scenes processes and highlighting the human beings behind their brand in their TikToks. There were a lot of founders and employees-led videos too.

For a successful start for begin by understanding which types of content your potential viewers like on the app, so you can develop a video strategy for you TikTok account.

Make sure you use different kinds of videos, and be sure to engage your followers. Additionally, you can work with internal staff, subject matter experts, and even other TikTok creators in order to build your followers and the credibility of your brand.

Let's see your great success with TikTok