TikTok to online shopping The top 10 Ecommerce brands' TikTok strategies

When Jones Road Beauty shared their initial TikTok videos based on their 'less is more' makeup look, they had little expectations about how they'd perform.

The reaction was awe-inspiring.

The videos that were bite-sized boosted participation and increased the revenue of the cosmetics brand according the Cody Plofker director of Ecommerce. True that TikTok represented 2% of the company's total revenue in the year 2020. The figure increased by 34% by 2022.

What is it that makes TikTok have the ability to produce amazing outcomes?

We analyzed 10 online stores (including Jones Road) winning on TikTok by analysing their strategy as well as the kinds of videos that they're sharing and what they're doing in order to reach their audience.

Our findings have been summarized as concrete steps to guide you in how to create high-converting apps on TikTok that establish brand recognition to boost the number of users who join and increase sales.

Ten steps supported by studies to help you improve your TikTok game

Based on lessons taken from over 350 TikToks We've compiled our top 11 tips that will help you start:

1. Be aware of whom and what viewers watch2. Create a full-funnel TikTok strategy  3. Utilize native TikTok with polished, branded and native content within your plan  
   4. Plan holiday campaigns in advance  
   5. Track relevant TikTok updates  
   6. Utilize video hooks as well as pattern interruptions to attract attention  
   7. Use the green screen effect in order to make authentic brand stories  
   8. Incorporate the voice of the founder and a niche expert as well as video clips of employees into the mix  
   9. Have an engagement plan in place  
   10. Partnership with TikTok influencers in order to advertise your brand and drive sales

   1. Be aware of the individuals as well as the items customers are watching

An analysis of quarter-long worth of TikToks of 10 online retailers discovered a vital aspect: winning with TikTok involves more than the knowledge of "what" you are able to offer your customers.

Instead, you should dive into the following areas:

• Your buyers' prospective customers are thinking of
• The trends they're responding to
• Hashtags that they're looking into (or are actively looking for)
• And, obviously also as a matter of fact, TikTok creators they're adhering to

Software such as Sparktoro will help with this.

Another alternative is to type an appropriate word for your company's name on the TikTok search bar and then browse through the relevant hashtags which show up. Through the comments that users make on TikToks making use of hashtags, you'll be able to determine your target audience's preference through the app.

Find out more information about this from the company that makes washable rugs, Ruggable. Ruggable's TikToks demonstrate that they know their target audience very effectively. The video about the coastal decor of cowgirls, as an instance, shows they have a thorough understanding of the most popular trends on the platform and offer interior design advice as well as trends

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

The companies that make up our test set use an integrated video strategy separated into funnel stages which are the basis of the TikTok brand. You'll notice:

• Top-of-the-line entertainment or educational video
• Middle-funnel material that addresses the issues that buyers who are contemplating buying
• Bottom funnel videos announcing discounts and sales

Video of any kind allows the user to contact those who may be unaware, have questions, and want to buy.
 
  Here are some examples:

videos that educate on the subjects relevant to your target audience and your company's worth

The brand of health supplements for gut, AG1 (formerly Athletic Greens) offers wellness advice with high-quality information.

The home decor business, Lulu and Georgia, created the 10-part series, 10 design ideas that we use to bring in new fans and to educate people about:

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Awareness of the product is driving series-based content

The hashtag #streetinterview gets 7.7B viewers on TikTok and this shows that these kind of interviews that are series-based are popular with viewers.

There's a reason that four out of the 10 companies that we examined made episodic videos that feature street interviews. They make them, not only for top-of-the-line education but also to raise awareness about their product.

AG1 is a good example. It records strangers' reactions after offering samples of their supplements drink. These videos of first-time reactions are entertaining to watch, and also educate viewers of the advantages of AG1 as hosts explain how beneficial the drink is:

Videos which answer commonly asked questions (FAQs)

As you increase the number of people who follow your TikTok, they are likely to ask similar questions about your products in comments. Use the comments to develop innovative TikToks for answering these questions.
 
  AG1 sees this as an opportunity to purchase mid-funnel, as they could have the opportunity to buy:

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Video comparison

Videos that are similar to each other can be another option for content that is middle funnel.

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

Take note of how they demonstrate nail press-ons from different brands that come off when you put them on to do your daily chores ahead of they show that the nails of Glamnetic do not come off while performing the same activities.

Brands selling e-commerce can be emulated by "showing" why their products are superior to similar products available to convince customers to buy from their brand.

Product behind-the-scenes (BTS)

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

Ruggable video is an example. Ruggable video, as an example, shows the way they assess their rug using a warm and fun tone of voice. The video tries to persuade viewers why their rugs are worth purchasing.

Pro tip: Build brand affinity through sharing behind-the-scenes-content such as photoshoots' backstage content and event highlights -- Jones Road and Lulu and Georgia are good at this.

 Explainers of the product or instructions

A different way of convincing potential buyers to purchase the product is to provide explanations for your product, which demonstrate many ways you can use the product.

Notebook Therapy, a store that sells notebooks and stationery, Notebook Therapy, creates these videos to promote their new collection they are launching:

Gut-healthy soda brand, OLIPOP adds a turn to the videos with recipe for drinks can be made using their soda (think the alcohol-based Pina Colada as well as mocktails). Also, they make combinations videos that mix two flavors from their line:

The video clips in these mix videos don't only encourage sales but also retain existing customers with ideas for fresh flavors and combinations that they can try with OLIPOP.

Discount, product launch and Restocking announcements

The funnel that is bottom-up with sale announcements, unboxing as well as the launch TikToks will allow users to envision how they can use the products.

Imagine that you've just launched your latest range. You can promote it using a TikTok like the one in the image below. It will provide an overview of what's new. Here's an example:

Additionally, if there are lots of questions regarding when a certain product will be restocked, be certain to announce it via video about restocks.

It doesn't have to be difficult. Take a look at the video of Pipette Baby, a company that makes skincare, Pipette Baby. The filmmaker brings the items in front of the camera to take close-ups prior to placing them into an unicycle basket.

 videos for customers to engage who have already purchased from you.

Lastly, make TikToks to talk about ways customers can profit from your service.

In the case of apparel companies that sell clothing, this could include showing the ways to dress your outfit. Brands that sell cosmetics could show patterns or skincare routines which customers could test. Similar to this, food and drinks vendors can provide recipes.

OlIPOP's flavors TikToks are a good example here. Another instance is cleaning of products or maintenance tips such as this one from Ruggable for cleaning small spaces of carpets

   3. Include native TikTok as well as polished content within your strategy

Nine of the ten brands included in this analysis make use of a mixture of actual (native videos made by using the app) along with professionally recorded product videos that they have uploaded to the TikTok channels.

This is a great method to keep your TikTok regularity of posting because there is no need to be concerned to share only professionally edited videos that need an entire team of people to make.

The perfect configuration for your channel will be contingent on your product type and your video strategy.

Notebook Therapy, for instance, has uploaded time-lapse videos which share suggestions for bullet journaling and steps-by-step sketches that can be edited so that viewers can reduce time spent:

4. Plan holiday campaigns in advance

A majority of brands we looked at also have TikTok promotions for the upcoming holidays and events.

As an example an example, the company that makes feminine hygiene Thinx is collaborating with a psychiatry resident for National Stress Awareness Day (relevant to their business) to offer stress relief tips.

Similar to that, Glamnetic has posted makeup look designs to commemorate Pride month.

Use your retailer's advertising calendar to organize your marketing efforts Make 3-5 TikToks to create excitement around the holidays to drive the number of sales.

   5. Keep track of pertinent TikTok trending issues

Each of the companies we looked at is a proponent of TikTok popular topics related to their businesses.

For example, Ruggable hopped on to chat about Queen Charlotte. Netflix series Queen Charlotte but with an original way of presenting pictures of their rooms with rug designs that resemble ones from the show that's currently trending:

The creation of trending TikToks highlights your brand's image and helps you connect to your audience. They also get you more visibility and fans since TikTok users who are following the trends view your content.

Be sure to regularly go through the video content under the Discover tab on TikTok to observe trends that users are reacting to. You can then decide what the significance of the trend is to your company before making an TikTok about the current trend.

   6. Utilize video hooks and pattern interrupts to grab the attention of your audience.

The research also found that the majority of TikToks employed captivating video hooks (opening scenes) as well as pattern interruptions ( shifts in visuals within the videos that shift the viewers' eyes) to entice viewers.

Check out this image taken from OLIPOP in which the author notices his host dressed in tin:

The Tiktok of Ruggable employs a pattern interruption with a talking dog announcing an upcoming rug sale that's cute and unique in order to entice viewers to view:

to add hooks that are engaging as well as pattern interrupts to your TikToks Make sure you pay attention to the pausing when browsing content on your stream (the For You page).

Sooner or later, you'll begin to notice that engaging video openings share similarities. For instance they begin with an edgy quote, or even an inquiry which you've got. Additionally, they make references to pop culture.

   7. Use the green screen effect for authentic brand stories

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

By using it to add an intriguing background that is related to the subject the video TikTok concerns such as a film poster or the blue ocean, you could make your video visually interesting.

Make use of it to tell interesting stories and make tutorials or how-to TikToks featuring photos or videos to illustrate the steps you need to take.

Another option is to take advantage of the effects of green screens to reuse content you've made. Take a look at images that you've posted on YouTube, videos posted on the platform of your Instagram or blog content.

AG1 developed the TikTok that featured their social media director's chat head, as well as a background composed from stock images and screenshots from their 2022 Impact Report.

The host shared three fascinating conclusions from their research and also highlighted how AG1's position is with them. In this way, the video hits two birds in one fell swoop. The video teaches viewers, and also showcases AG1's branding values.

   8. Add founder-led expert videos, niche-specific experts as well as employee video clips to the mix

A majority of the companies we reviewed create TikToks featuring the founders and employees of their company or specialists in their area of expertise -- an excellent way to show the people behind your brand and engage with your customers.

Glamnetic and Jones Road, in particular create a fantastic video.

In the case of Glamentic it was 1.2 million transactions through Shopify the company published the following TikTok featuring their founder who shared his tale:

Jones Road, on the other hand, is focused on their founder for different objectives including:

• Responding to questions from the general public about their offerings
• Inquiring viewers about what they'd like to be able to
• Additionally, it describes how the procedure was the basis for the development of a product

If your CEO isn't keen to appear on the camera work with your the specialists within your company to share educational content.

A different option is to look in the shadows by including people on your TlikToks. The internal tale of an individual working on Thinx can be a great illustration:

You can also make Staff Picks as a humorous variation with these TikToks:

   9. Create an engagement strategy in into

In order for TikTok to bring in triple-digit revenues, it's crucial to build a sense of community.

What are the best ways to go about doing so? Engage with the people that use your blog. It's not just about responding to their posts, however. Here are a few suggestions:

• Request followers to use your Stitch features for TikToks to share their responses to your video. Thinx even enticed its followers to contribute these TikToks.
• Shoot brief TikToks on the app to answer comments on your video. Videos are particularly helpful in answering queries about your products or solving reservations buyers are experiencing. Jones Road founder, Bobbi Brown responding to people's criticisms concerning the Miracle Balm product Miracle Balm becoming sticky is a great instance here.
• Host giveaways. Pipette Baby hosted one in the summer offering sunscreen (very suitable for the weather Isn't it? ).

   10. Join forces with TikTok influencers to help promote your products and services, as well as increase sales

Most of the companies we looked at collaborated with niche-focused creators. Benefits? Benefits include increasing your followers and engagement in improving brand credibility and awareness in addition to increasing the sales.

You can hit tons of targets with this alliance, for examples:

• Create awareness of a new product
• Reach a new audience
• Create an announcement about an upcoming sale.

It is also possible to test different strategies employing TikTok influencers to see which one gets the most response from your customers. You can, for instance, request creators to create videos of unboxing or TikToks sharing their opinions about your products.

Also, you can request them to create TikToks which show their first reactions to your product, just as SKIMS do for creators

The wrap-up: the key lessons learned To-dos, reminders, and much more

The most significant takeaways we can draw of this mini-study are

All of TikTok channels we have examined has an area for video strategy, with brands using TikToks to educate, entertain as well as to interact as well as encourage.

A lot of brands show off their distinctive personality by highlighting their behind-the-scenes procedures and also highlighting individuals behind the brand on their TikToks. There were a lot of founders and employees-led videos as well.

To make a good beginning for yourself, begin by understanding the kinds of content potential customers enjoy when using the app so you'll have a way for using video content on your TikTok account.

Use various videos, and be sure to interact with your followers. In addition, you could partner with your internal staff as well as subject matter experts as well as others TikTok creators to grow your followers and boost the reputation of your business.

We wish you success using TikTok

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