TikTok for E-Commerce Insight into 10 brands' TikTok strategies

In the beginning, when Jones Road Beauty shared their initial TikTok videos following their 'less is more' makeup look, they had little expectations about how they'd fare.

The positive reaction blew them away

The small-sized videos fueled engagement and 4xed the makeup brand's revenue as per according to Cody Plofker, the Director of Ecommerce. In fact, TikTok contributed 2percent of the total revenues in the year 2020. This was a figure which grew to 34% by 2022.

What can make TikTok be able to achieve amazing outcomes?

We looked at 10 of the brands on the e-commerce market (including Jones Road) winning on TikTok and analyzed their strategy including the types of videos that they upload and the methods they use for 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, grow engagement, and increase sales.

10 steps that are supported by research to improve your TikTok game

Based on the lessons taken from more than 3000 TikToks We've compiled our top 11 action steps to help you get started:

1.  Be aware of which and what your customers' be watching. 2. Create a full-funnel TikTok strategy  3. Incorporate Native TikTok and polished content in your strategy  
   4. Plan holiday campaigns in advance  
   5. Stay on top of the latest TikTok trending topics  
   6. Make use of video hooks and patterns to draw your audience's attention.  
   7. Utilize the green screen effect to tell authentic brand stories  
   8. Include experts from the founding team of the company, experts in niche areas, and videos from employees into the mix  
   9. Have an engagement plan in place  
   10. collaboration with TikTok influencers in order to market your products and boost sales

   1. Watch out for whom and what your customers are watching

An entire quarter's worth of TikToks from ten online stores highlighted an essential fact: winning on TikTok takes more than the ability to comprehend "what" is essential for your customers.

Instead, you should get into:

• Your buyers' prospective customers are they
• The market is reacting to changes
• Hashtags that they're considering (or are currently looking into)
• as well, of course, and of course, and the TikTok creators who they're

Tools like Sparktoro help with this.

Another suggestion is to type a keyword associated with your company's name within the TikTok search bar and then go through the hashtags and other keywords which pop up. Through the posts that people make on TikToks using these hashtags, you'll also be in a position to identify your users' interests through the application.

Take it from the washable rugs brand Ruggable. Their TikToks show that they are aware of their customers well. The clip of coast-side cowgirl décor, as an instance, will show the team's review of the latest trends using the app to provide suggestions on trends for interior design:

   2. Create a complete-funnel plan for video for TikTok

Every ecommerce player that we have tested have a video strategy that is divided into funnel stages that are at the heart of their TikTok brand. This means you'll find:

• Top funnel entertainment or educational video
• Middle-funnel information that addresses questions about on-the-fence customers' concerns.
• Videos of the bottom funnel announcing sales and sales

Videos of all kinds help you reach individuals who are not aware or have questions and want to buy.
 
  Here are a few:

Videos that instruct on the subjects relevant to the audience you intend to reach and your value proposition

AG1 is the name of a health supplement that aid digestion, AG1 (formerly Athletic Greens) provides wellness-related tips to high-quality content.

The business of home décor, Lulu and Georgia, created the 10-part series, Ten design guidelines are followed for the purpose of attracting new fans and informing their audience:

    Source

The necessity to be aware of the products leads to series-based material

The hashtag #streetinterview is averaging 7.7B viewings on TikTok and this suggests that the series, based on, interviews have quite some viewer demand.

There's a reason 4 out of the 10 companies we examined make periodic videos featuring street interviews. These interviews are not just for top-of-the-line knowledge, but also to boost recognition of their brand.

AG1, for instance, captures the reactions of strangers when they give them sample bottles of their supplements. These videos, which show the first reactions can be entertaining. The videos inform viewers about the advantages of AG1 and hosts discuss why drinking the beverage has been beneficial:

Videos with the answers to frequently requested questions (FAQs)

As you expand your TikTok audience, users will likely pose similar questions to your service in comments. Utilize the comments to create new TikToks answering them.
 
  AG1 sees this as an opportunity for mid-funnel buyers because these people may be just one step of purchasing:

   Source

 Videos of comparison

Comparative videos are another option for creating middle funnel content.

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

Pay attention to the way they show press-on nails from other brands being removed while wearing them to do everyday chores prior to they demonstrate how Glamnetic's nails don't come off during the same tasks.

Online-based retailers can mimicked by their rivals through "showing" how their products is superior to other products on the market, in order to make customers feel compelled to buy from them.

Product behind-the-scenes (BTS)

Tell us how you are working on your products, or highlight the uniqueness of your product with mid-funnel TikToks of your products behind the scenes.

The Ruggable video, as an example describes how they evaluate their carpets using a relaxed and entertaining style to convince viewers that their rug is worth purchasing:

Pro Tip: Build brand affinity through sharing behind-the-scenes-content such as photoshoots' backstage content and event highlights -The gangs of Jones Road as well as Lulu and Georgia do these well.

Product explainers or tutorials

Yet another video idea that can convince potential customers to buy from you are the explanations for your product which demonstrate the different ways to utilize your product.

Stationery and notebook stores, Notebook Therapy, creates videos to advertise the new collection that will be launched:

A healthy, natural soda company, OLIPOP adds a variation on their YouTube videos by providing recipes for drinks created using the soda (think OlIPOP-derived Pina Colada and mocktails). They also make drinks that mix two flavors of their line:

These videos go beyond promote sales. They also help retain customers who are loyal by offering suggestions on various flavors and combinations with OLIPOP.

 Discount, launch of new products and restocking announcements

The funnel that is bottom-up sales announcements, deboxing procedure, as well as the launch TikToks can help users imagine their personal experience with the product.

Imagine that you've just launched a new product that is exciting. Promoting it, you can create a TikTok that's similar to the one in the image below, and sharing information about the new items. Below is an example

In addition, if you have many questions about when the product is going to be replenished make sure to post restock announcement videos.

They don't have to be difficult. Look at this example from the skincare brand, Pipette Baby. The video's creator introduces products that were replenished to the camera to take a closer look before placing them into a basket.

Videos that are designed to engage buyers who've already bought from you.

Finally, create TikToks which offer suggestions on how customers could benefit by your service.

In the case of fashion companies, this might be a way of showing how you could dress your clothes. Cosmetic brands are able to share patterns or regimens for skin care which customers can try. In the same way, food and drink sellers can also share recipes.

The OLIPOP varieties in TikToks are just one of the examples here. A different example is cleansing of the products, or tips such as this video posted by Ruggable to clean small areas on their rugs.

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

9 of 10 online retail companies that participated in this study use a mix of real (native videos made using the app) as well as pre-recorded professional videos of products they upload to the TikTok channels.

This method is ideal for maintaining the TikTok publishing schedule since you do not have to be concerned about sharing just professional edited videos which require an the entire group to make.

The optimal mix you can use for your channel depends on the type of product you sell and your videos strategies.

Notebook Therapy for instance has posted time-lapse videos that share ideas for bullet journals and step-by-step doodle videos that are best used in edits in order to speed up your viewing experience.

4. Plan holiday campaigns in advance

The majority of companies we studied also plan TikTok events for the coming holidays and events.

To illustrate it is the case that the feminine hygiene brand Thinx has partnered with a psychiatry specialist for the purpose of celebrating National Stress Awareness Day (relevant to their brand) to share stress relief strategies.

Similar to that, Glamnetic posted makeup looks to celebrate Pride month:

Make use of a retailer's marketing calendar to manage your campaigns. Create 3 to 5 TikToks to build excitement for the upcoming holiday sale and to drive sales.

   5. Stay up to date with the most current TikTok trending TikTok

A majority of the online businesses we researched quickly adopt TikTok innovations that relate for their respective brands.

As an example, Ruggable hopped on to discuss Queen Charlotte. Netflix show Queen Charlotte but with a fun method of sharing pictures of rooms that feature their rug designs that resemble those taken from the show that's popular:

The production of popular TikToks highlights your brand's image, allowing you to reach out to your target audience. You also gain recognition and followership because TikTok users who are following trends are watching your videos.

Be sure to regularly go through videos under the Discover tab on TikTok to see trends users are reacting to. You can then decide if the style pertains to your business prior to creating a TikTok to share it.

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

It also revealed what the majority of users on TikTok used video hooks that had captivating content (opening scenes) and pattern interrupts ( visual shifts within the video which shift on the eyes of viewers) to draw at the attention of viewers.

Take a look at this photo from OLIPOP where the creator is observed by a Tin-clad host

In the same way, this Tiktok of Ruggable utilizes a pattern break which is a dog that speaks about a rug sale that is adorable and distinctive and entices viewers to go and take a peek:

To add hooks that are engaging and pattern interruptions for your TikToks, pay attention to what makes you pause while scrolling through the contents in the stream (the For You page).

Sooner or later You'll notice that the captivating openings of videos have a lot in common. For instance they begin with jokes, an inspirational quotation or a question which you've got. Additionally, they contain references to pop culture.

   7. Make use of the effects of a green screen to convey authentic brand tales

The effect of a green screen (available in the app's effects gallery in the section called Create) permits you to overlay images or videos onto the background.

Utilizing it to create an interesting background relevant to what the video that your TikTok concerns, for example an advertisement for a movie or the the blue sea, you can create a visually appealing video.

Use it to tell engaging stories, and create instructions or TikToks with videos or pictures that demonstrate how you're demonstrating.

Another idea is to make use of the effect of green screens in order to reuse your content that you've created. Take a look at images on YouTube or videos posted on Instagram as well as blog articles.

AG1 developed the TikTok that featured their social media manager's talk head. It was accompanied by pictures and stock photos of their 2022 Impact report.

The host discussed 3 fascinating conclusions from their studies and also highlighted the ways in which AG1 is adhering to its core values. By doing this, the video hits two birds with one stone and educates the viewers and illustrates AG1's brand principles:

   8. Incorporate founder-led videos along with expert niche and employee-led videos into the mix

Most of the businesses which we looked at have TikToks that feature the founders of their company, employees, or niche experts perfect for showing the persona of your company to connect with viewers.

Glamnetic as well as Jones Road, in particular are the best examples of this kind of video.

In the example above, Glamentic reached 1.2 million transactions on Shopify and announced the achievement on TikTok with their CEO sharing details of the event:

Jones Road, on the other hand, spotlights the creator of Jones Road for a variety of objectives, including:

• Answering queries from the general public about their offerings
• Inquiring viewers about what they'd like to be able to
• as well as, explaining the motive for the development of the product.

If your company's founder isn't keen to be on camera, however, collaborate with the internal experts in your field to create educational videos.

A different approach is to operate to the background and incorporate employees on your TikToks. The story behind the model that is working with Thinx is an excellent example:

You can also make staff picks for entertaining games using these TikToks:

   9. Set a framework for engagement in place

In order for TikTok to generate sales that are triple-digit, it's important you create an online community.

How can you accomplish this? Stay in contact with the people who follow you. This isn't just about replying to their comments, but. Here are some suggestions:

• Invite your followers to utilize their stitch function to make TikToks that show their responses to your video. Thinx even encouraged users to create these types of TikToks.
• Make fast TikToks on the app to reply to any comments made regarding your videos. Responding to comments on videos is extremely useful for addressing questions relating to your products or helping customers resolve any reservations they may be experiencing. Jones Road founder, Bobbi Brown, responding to comments concerning their Miracle Balm being sticky is an example of this.
• Host giveaways. Pipette Baby hosted one during the summer months, offering sunscreen (very weather appropriate Isn't it? ).

   10. Collaborate in conjunction with TikTok influencers to promote products and increase sales

The majority of the brands that we reviewed collaborated with creators of niches. The benefits? More engagement and follow-up in the form of brand recognition, trust. In addition, it helps in driving sales.

It's possible to accomplish many goals through an alliance. For instance:

• Let people know about the latest product
• Reach a new audience
• Anounce sales

Explore different ways to use TikTok influencers to determine which one gets the greatest engagement from your customers. It is possible to ask, for instance makers to make video unboxing or articles on TikToks that share their opinions of your offerings.

It is also possible to ask them to record TikToks which show their first reactions to your product. It's something SKIMS collaborates with the creators of the product:

Closing: Important takeaways as well as reminders

Our most important takeaways from this mini-study are:

Every one of the TikTok channels that we looked at are using a video strategy use, with companies employing TikToks for entertainment, education or engage and encourage.

Numerous brands highlight their distinctive personal style by sharing their unique methods and also highlighting the human individuals behind the company's success via their TikToks. There were a lot of founder-led and employee-led videos as well.

For a successful start for your personal account, you must first understand the types of videos the people you want to reach are seeking on the app. After that, you'll be able to create strategies for video content to be used on the account. TikTok account.

Use a variety of kinds of videos to engage your audience. Additionally, you can collaborate with your internal team as well as expert subject matter experts as well as other TikTok creators in order to expand your audience and boost the credibility of your company.

Let's celebrate your accomplishment through TikTok

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