TikTok for E-Commerce: Inside 10 ecommerce brand's TikTok strategies

When Jones Road Beauty shared their initial TikTok videos that reflected their "less is more" makeup style They had no expectations of how well they'd fare.

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

The videos that were bite-sized boosted participation and increased the revenue of the cosmetics brand as per to Cody Plofker, the Director of Ecommerce. Actually, TikTok contributed just 2% of their overall revenues in the year 2020. A figure that increased to 34% in 2022.

What is it that makes TikTok be able to achieve these impressive results?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok by analyzing their strategies, including the kinds of videos they're uploading and what they're doing to engage their audience.

The results of our research have been compiled into tactical steps so you can develop highly-converting TikToks that generate brand awareness increase engagement and boost sales.

10 research-backed steps to up your TikTok game

Drawing on the lessons learned taken from more than 330 TikToks We've compiled our top eleven action steps to help you get started:

1. Be aware of who and what customers watch2. Create a full-funnel TikTok strategy
3. Incorporate Native TikTok and polished content into your plan
4. Plan holiday campaigns in advance
5. Stay on top of relevant TikTok trends
6. Make use of video hooks as well as pattern interruptions to grab your audience's attention.
7. Make use of the green screen effect to tell authentic brand stories
8. Add the founder's voice, niche expert as well as employee video clips to the mix
9. Have an engagement plan in place
10. Collaborate with TikTok influencers in order to market your products and boost sales

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

Digging into a one-quarter's worth of TikToks from 10 ecommerce brands identified a key point: winning on TikTok is more than having a generic understanding of "what" you want to know about your customers.

Instead, dive deep into the following:

• The questions your buyers' prospective customers are asking
• 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 aid in this.

Another suggestion is to type a keyword relevant to your brand in the TikTok search bar and go through all the relevant hashtags which show up. By reading the comments people make on TikToks by using hashtags you will be able to learn about your customers' desires on the app.

Learn about it from the brand of washable rugs, Ruggable. Their TikToks demonstrate that they know their customers effectively. The video about the coastal decor of cowgirls, as an example, shows the team's analysis of the latest fashions on the platform and provide interior design tips and trends:

 2. Develop a full-funnel strategy for video to TikTok

All the ecommerce players that we have tested videos that are divided up into funnel stages at the heart of their TikTok brand. You'll find:

• Entertainment or educational top-of-the-line media
• Middle-funnel-related content addresses the concerns that on-the-fence buyers have
• Bottom funnel videos announcing discounts and sales

Videos of all kinds help you reach individuals who are not aware or have questions and are ready to buy.

Here are some of them:

 Videos that teach about subjects which are related to the interests of your viewers and your value proposition

Gut health supplement brand, AG1 (formerly Athletic Greens) provides wellness-related tips to the best information.

Similarly, home decor company Lulu and Georgia, created this 10-part series titled, Ten design rules that we follow for bringing in new followers and educating their audience:

 Source

 Awareness of the product is creating series-based content

The hashtag #streetinterview has 7.7B viewings on TikTok showing this type of interviews that are series-based get a lot of attention from viewers.

It's no wonder 4 out of the 10 brands we examined create episodic content featuring 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 offering samples of their supplement drink. These videos that show first-time reactions are entertaining to watch. They also tell viewers about the benefits of AG1 as hosts explain why the drink has been beneficial:

Videos with answers to frequently commonly asked questions (FAQs)

As you increase your TikTok following, people have the same queries about your service in comments. Use the comments to develop fresh TikToks that answer these questions.

AG1 considers this to be an opportunity in the middle of the funnel since these commenters could be one step away of buying:

 Source

 Video comparison

Comparison videos are another idea 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 nail press-ons from different brands falling off after wearing these nails for everyday tasks ahead of they demonstrate the way that the Glamnetic nails won't fall off doing the same tasks.

Ecommerce brands can emulate by "showing" the way their product is better than other products on the market to convince customers to buy from them.

 Product behind-the-scenes (BTS)

Demonstrate how you develop your products or what makes them unique with these mid-funnel product behind-the-scenes TikToks.

The Ruggable video for instance describes how they examine their rug -- with a friendly and fun style of speaking to make the viewer believe that Ruggable's rugs are worthy of the purchase:

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

 Explainers of the product or how-tos

Another way for convincing potential buyers to purchase from you is product explainers that show how to utilize your product.

The store for stationery and notebooks, Notebook Therapy, creates these videos for the new collection they are launching:

Gut-healthy soda brand, OLIPOP takes a slight turn to the videos offering recipes of drinks made with their soda (think OlIPOP-derived Pina Colada and mocktails). They also make these product combinations that combine two flavors from their line:

These combination videos don't only increase sales, but they also help retain regular customers by giving them suggestions for different flavor combinations and flavors to test using OLIPOP.

 Discounts, new product launches and restock announcements

In the funnel at the bottom sales announcements, unboxing and launch TikToks aid users in imagining their own experience using the product.

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

Additionally, if there are a lot of queries about when a certain product will be restocked, be sure to post restock announcement videos.

They don't have to be complicated. Look at this example from the company that makes skincare, Pipette Baby. The video creator brings the replenished items to the camera for a close-up prior to placing them in the basket.

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

In the end, you can use TikToks to discuss ways that the customers will benefit from your product.

In the case of apparel companies it could mean showing ways you can style your clothing. Cosmetic brands could share makeup looks or skincare routines customers could try. In the same way, food and beverage sellers can share recipes.

The OLIPOP flavors in TikToks are one of the examples here. Another example is the cleaning of products or tips for maintenance, such as this one by Ruggable for cleaning small marks from their rug:

 3. Make sure to include native TikTok as well as polished content to your strategy

Nine out of ten e-commerce companies that participated in the study use a mixture of real (native videos shot using the application) and pre-recorded, professional-quality product videos on their TikTok channels.

This method is ideal for maintaining your TikTok posting schedule since you don't need to think about only sharing professionally edited videos that require the time of a group to produce.

However, the ideal combination for your channel is contingent on your product type and video strategy.

Notebook Therapy, for example shares time-lapse video clips of bullet journaling inspiration and step-by-step sketch videos, which are best used in edits in order to speed up the viewing experience:

4. Plan holiday campaigns in advance

A majority of the companies that we looked at also have TikTok promotions for the upcoming holiday and other events.

For example, the company that makes feminine hygiene Thinx has partnered with a psychiatry resident for National Stress Awareness Day (relevant to their branding) to share stress relief tips.

Similar to that, Glamnetic posted makeup looks in honor of Pride month:

Make use of a retail marketing calendar for planning your promotions -- make three to five TikToks to generate excitement about an upcoming holiday offer and drive sales.

 5. Be aware of the latest TikTok developments

The majority of the e-commerce businesses we researched take advantage of TikTok trending topics that relate to their brands.

For example, Ruggable hopped on to discuss the Netflix show Queen Charlotte however with a unique twist -- posting pictures of rooms featuring their rug designs that resemble those taken from the show that's currently trending:

Making trending videos on TikTok can show your personality and brand, which helps to build a stronger connection with your audience. You also gain exposure and followers as TikTok users that follow the latest trends view your content.

Make sure you regularly review videos under the Discover tab on TikTok to see trends people are reacting to. Decide if the style is relevant to your brand prior to creating a TikTok about the trend.

 6. Use video hooks and patterns to draw attention

The study also revealed that most TikToks utilized video hooks with engaging content (opening scenes) and pattern breaks ( visual changes in a video that refocus on the viewers' eyes) to draw attention of viewers.

Check out this image of OLIPOP where the creator gets noticed with his tin-clad host

Similarly, this Tiktok of Ruggable employs a pattern interruption which is a dog that talks announcement of a rug sale that is cute as well as unique -- to encourage people to watch:

To add engaging hooks as well as pattern interrupts for your TikToks, pay attention to the things that make you stop when you browse through content on the feed (the For You page).

Sooner or later, you'll begin to notice that captivating video openings have commonalities -- for instance they begin with jokes, an inspirational quotation, or an inquiry which you've got. Or, they make reference to pop culture.

 7. Make use of the green screen effect to create authentic brand tales

The green screen effect (available in the application's Effects gallery, under the Create section) lets you superimpose any video or image on your background.

Utilizing it to create an intriguing background that is relevant to what your TikTok will be about, such as an advertisement for a film or blue ocean, you could create a visually appealing video.

Utilize it to create captivating stories, and to create instructions or TikToks with images or video clips illustrating how you're demonstrating.

Another option is to utilize the green screen effect to recycle content you've already made. Consider Instagram photos, YouTube videos, images posted on your Instagram as well as blog posts.

AG1 made this happen by launching the TikTok featuring their social media manager's talk head, backed by images and stock photos of their 2022 Impact report.

The host shared 3 interesting insights from their study as well as revealing how AG1 has been in line with them. In doing so, the video hits two birds with one stone. The video educates its viewers, and demonstrates AG1's branding values:

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

Half of the brands we looked at have created TikToks that feature their founder, employees, or experts in their niche -- ideal for showcasing who your brand is to engage with customers.

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

In the case of Glamentic hit 1.2 million transactions on Shopify and posted an announcement on TikTok that featured their founder who shared his story:

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

• Answering questions the audience has about their products
• Inquiring viewers about what they'd like to watch
• And, explaining the story of the process

If the person who is in charge doesn't wish to appear on the camera, collaborate with specialists from within the company for sharing educational content.

Another idea is to look to the back of the house by displaying employees in your TikToks. This internal story from a model who works with Thinx is a fantastic illustration:

It is also possible to make Staff picks for a humorous twist with these TikToks:

 9. Have an engagement plan set up

In order for TikTok to generate the triple digits of sales, it's crucial that to create a sense of community.

How do you go about doing this is to Engage with the people who follow you. It's not just about responding to their posts, but. Here are some ideas:

• Invite your followers to utilize your Stitch function to make TikToks with their comments to your video. Thinx even incentivized its followers to make these TikToks.

• Shoot short TikToks with the application for responding to feedback regarding your videos. Videos are especially helpful for answering questions related to your products or solving any issues buyers may face. Jones Road founder, Bobbi Brown's response to comments about their product Miracle Balm becoming sticky is a great illustration here.

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

 10. Work with TikTok influencers to promote the products you sell and increase sales

The majority of the brands we reviewed partner with niche creators. Benefits? Increased engagement and following in boosting brand awareness and trust, as well as increasing sales.

You can hit tons of objectives with this alliance, for example:

• Make people aware of a brand new product
• Reach a new audience
• Make an announcement about a sale

Try different campaigns with TikTok influencers and find out what gets the most engagement from your audience. You can ask for example, makers to create unboxing videos or posts on TikToks that share their opinions of your products.

You can also ask them to create TikToks that show their initial reaction to your product -as SKIMS do for creators

Closing out: The key lessons, to-dos, and reminders

Our best two learnings from this mini-study are:

Each of the TikTok channels we studied use a video strategy the works, with companies sharing TikToks to educate, entertain and 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 on their TikToks. We saw tons of founders and employees-led videos, too.

To hit the ground running yourself, start with understanding the types of videos that your target audience are looking for on the app. Then, you can create an effective video plan for your TikTok account.

Be sure to use different kinds of videos, and be sure to engage your users. You can also collaborate with employees from within, subject matter experts, as well as other TikTok creators to increase your followers and credibility.

We wish you the best success on TikTok