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

In the moment that Jones Road Beauty shared their debut TikTok videos that showcased the "less is more" cosmetics style, they did not have any expectations about what they'd achieve.

But, the reaction to their positive message was so overwhelming, they could not remain within their space.

Videos that were small in size boosted participation and increased revenues for the brand of cosmetics as per the study by Cody Plofker, the Director of Ecommerce. In reality, TikTok was a mere 2.1% of their total revenues for the year in 2020. A figure that increased by 34% in 2022.

What is it exactly that allows TikTok achieve this feat? produce this impressive result?

We analyzed 10 online stores (including Jones Road) winning on TikTok by analyzing their strategy that include the types of videos they're uploading and the strategies they're employing to reach the audience.

Our findings have been compiled into tactical actions to help you create highly-converting TikToks that boost brand recognition enhance engagement, and drive sales.

Ten steps that are supported by science and will help you improve your TikTok game

As a result of the information taken from more than 300 TikToks We've put together our top eleven action steps to take in order to begin the journey

1. Know the content and what your users are watching2. Create a full-funnel TikTok strategy 3. Incorporate Native TikTok and polished content within your plan 4. Plan holiday campaigns in advance  
   5. Stay at the forefront of the current TikTok developments  
   6. Utilize video hooks and patterns that interrupt the attention of viewers.  
   7. Make use of the effect of a green screen to create authentic storylines for brands  
   8. Include the voice of the founder or a specialist in the field and footage of employees' videos into the mix  
   9. Have an engagement plan in place  
   10. Use TikTok influencers in order to market your products and increase sales

   1. Take note of who is in the room as well as what the customers are watching.

Digging into a one-quarter's worth of TikToks of the top 10 brands in eCommerce, I discovered one of the most important points that winning with TikTok involves more than just being aware of "what" you need to know about your customers.

Instead, focus on the following

• What questions might your customers be considering asking
• They're responding to the latest trends
• Hashtags that they're interested in (or are looking to find)
• They're also being accompanied by TikTok creators who they're following.

Equipment like Sparktoro could help in this.

Another option is typing a keyword associated with your company's name on TikTok's search bar. TikTok search bar after which you can browse the relevant hashtags that appear. Through the posts that people make on TikTok through hashtags, you will discover more about their needs and desires on the app.

Find out more about it through studying Ruggable, the name of ruggable washable rugs. Ruggable's Twitter posts show they can comprehend their customers well. The film about the coastal decor of cowgirls for instance, showcases the team's research into trends and fashions via the platform. They also offer the latest interior design trends and tips:

   2. Design a full-funnel approach to upload videos onto TikTok

Every e-commerce player that test has videos divided in funnel stages that form the core of their TikTok brand. You'll find:

• Top-of-the-line entertainment or educational media
• Middle-funnel-related content addresses the concerns that on-the-fence buyers have
• Videos coming from the bottom of the funnel that announce discounts and sales

Videos in all kinds aid in reaching out to the people who don't know or aren't certain and willing to buy.
 
  Here are a few:

Videos to educate viewers on topics that are relevant to the desires of your customers and create a offering worth mentioning.

AG1 is a name brand which offers nutritional supplements for the gut. AG1 (formerly Athletic Greens) gives wellness-related advice to the most relevant information.

Similar to that, the home decor company Lulu and Georgia, created the series of 10 parts titled Ten design principles we follow for bringing in new customers, and also to instruct their followers:

    Source

An awareness of the product could be used to create the content series

The hashtag #streetinterview receives 7.7B viewers on TikTok which show this type of interviews that are series-based receive a great deal of attention from viewers.

Therefore, it's not a surprise that 4 out of 10 companies we looked at produce episodic videos with street interviews. They aren't just designed to impart top-quality education, but as well to increase awareness of the brand.

AG1 for example shows the reaction of people who were offered samples of their supplements. Videos of the initial reactions are enjoyable to see. Additionally, they educate viewers about the advantages of AG1 while hosts explain how the drink is beneficial:

Videos that answer frequently commonly asked frequently asked questions (FAQs)

If you expand the reach of your TikTok followers, you will find that more and more people have the same questions regarding your products in comments. Make use of comments to develop innovative TikToks to answer the queries.
 
  AG1 sees this as an opportunity that lies right in the middle of the funnel, since they are just one step away from purchasing:

   Source

Video comparison

Comparative videos are 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:

Pay attention to how they show nails with press-ons from various brands. The nails fall off when you wear them for daily tasks ahead of showing that they're Glamnetic nails won't fall off while performing the same jobs.

Brands on the internet can be emulated by "showing" the way they are superior to similar products available to convince consumers to purchase from them.

Product behind-the-scenes (BTS)

Show how you design your products or describe how they stand out through these TikToks behind the scenes of mid-funnel equipment.

The Ruggable video, for example, explains how they view their rug, and how they do it in a very pleasant and enjoyable manner to make people believe that Ruggable's rugs are worth the investment:

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.

   How-tos and product explanations  

A different method of convincing potential clients to purchase the product you offer is to present your potential buyers with information about the product which explain how they can use the product.

The store for stationery along with notebooks Notebook Therapy, creates these videos to promote their brand-new line that they're about set to unveil:

The brand of a healthy and nutritious soda, OLIPOP takes a slight variation to its video content, offering recipes for drinks that are made using their soda (think OlIPOP-derived Pina Colada and mocktails). Additionally, they create combinations with two flavours of their product line:

The videos not only increase sales, but they aid in retaining customers, by offering ideas of different flavor combinations, and also flavor combinations to try through OLIPOP.

Promotions, launches of products and restocking announcements

The funnel is located on the bottom, and sales announcements opening and launching TikToks allow users to imagine their experience of using TikTok.

There's a chance that you've recently introduced a new and innovative product. You can promote it making use of TikTok like the one shown below, sharing information about the brand's new offerings. The following example shows how you can do this:

If there are a number of queries regarding when an item will be replenished, it is important to post restock announcement videos.

There is no need to make them complicated. Look at this video of the brand that makes skincare, Pipette Baby. The filmmaker takes replenished items to the camera for an intimate shot before placing them into the basket.

Videos that help customers communicate with customers who bought products from you.

Finally it is possible to make use of TikToks for discussions about how your clients can profit by your service.

If it's an fashion companies it could show how you can dress in your clothes. Cosmetic brands could share makeup fashions or skincare routines for consumers to attempt. The same is true for food and beverage sellers. Food and beverage sellers can offer recipes.

The OLIPOP version of TikToks are just one of the many examples we have in this. Another instance is the removal of objects or tips for keeping them clean, like the one below by Ruggable to remove tiny dirt marks from their rug.

   3. Be sure to add native TikTok as well as polished content to your plan

Nine of the ten online retail businesses that took part in the study used a mix of real (native video clips shot with the app) and professionally-produced, pre-recorded products on the TikTok channels.

This is a great method of keeping track of your TikTok publishing calendar since it is not necessary to stress about sharing professional edited videos that take the time of a group to create.

But, the best combination for your channel is contingent on your specific product and your strategy for video.

Notebook Therapy for instance shares videos that show time-lapse that are inspired by bullet journals. They also serve as sketches that are step-by-step and ideal for editing in order to improve the experience of watching videos.

4. Plan holiday campaigns in advance

Most of the businesses which we reviewed offer TikTok promotions for the upcoming festivities and holiday seasons.

The firm that makes feminine hygiene Thinx is collaborating with a psychiatrist resident to celebrate National Stress Awareness Day (relevant to their brand) to offer techniques for stress relief.

Like that, Glamnetic posted makeup looks in celebration of Pride month.

Make use of the sales advertising calendar to manage your sales Create three to five TikToks to make people enthusiastic about a special holiday sale and drive sales.

   5. Keep track of the most recent TikTok changes

The majority of the e-commerce firms we looked at make use of TikTok recent topics, that have a connection to their own brands.

In one instance, Ruggable hopped on to talk about the Netflix series Queen Charlotte but with a unique twist -- sharing photos of rooms with rug designs that appear like the ones from the show currently trending:

In the creation of trendy videos via TikTok will show off your character and brand, which helps in building a better connection with your audience. You also gain exposure and a following of TikTok users who follow the latest trends and view your blog posts.

Take a look at the videos available on the Discover tab of TikTok to see trends people respond to. Consider if the design can be useful for your business prior to creating a TikTok about the latest style.

   6. Make use of patterns, videos and hooks in order to draw the attention of your audience.

The research also showed that the vast majority of users of TikTok utilized hooks to upload videos with interesting contents (opening scenes) as well as pattern breaks ( visually shifting elements of the film which focus on the viewer's eyes) to entice the attention of viewers.

Take a look at this photo of OLIPOP in which the artist is spotted with his metal-clad host

Similar to the way that in this Tiktok of Ruggable employs a pattern interruption. This is a dog that talks the announcement of an upcoming sale for rugs that is adorable and unique in order to entice viewers to see:

In order to add hooks with arousing appeal as well as pattern interruptions to your TikToks Pay attention to the things that make you stop when you go through the content on the feed (the For You page).

As time passes, you'll see that the dramatic openings of videos share commonalities, in this case, they begin with jokes or quotes from motivational speakers or an issue you're facing. They also refer to pop media.

   7. Utilize the effect of green screens to tell authentic brand stories

Green screens' effect (available in the Effects gallery under the section called Create) can be used to superimpose images or videos onto your background.

Utilizing it to make an interesting background, which is relevant to what your TikTok can be akin to an advertisement for a movie or blue ocean. You can create a stunning video.

Utilize it to create engaging stories, or to make directions or TikToks with pictures or videos to show how you're demonstrating.

Another alternative is to use the green screen effect to recycle the content you've created. Consider Instagram videos and photos. Consider images that you post on your Instagram along with blog content.

AG1 was the one to make this possible. It was achieved through the launch of TikTok featuring their social media director's talk head. This is followed by photos and stock photos of 2022's report of the impact of their social media.

The host shared 3 interesting insight from the study in addition to revealing how AG1's actions have been in line with them. This video kills two stones with one shot. It teaches its viewers as well as demonstrates AG1's brand values:

   8. Incorporate founder-led and employees or expert niche video clips to the mix

Half of the brands we looked at had TlikToks that feature their founders' employees, staff or even experts within their fields. This is a great way for showing what your business is about to reach the people who are your customers.

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

In the event of Glamentic the company surpassed 1.2 million transactions through Shopify and announced their plans on TikTok which featured their CEO who spoke about the experience:

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

• The answer to the questions of the public about their products
• The goal of this survey is to find out what viewers like about their favourite shows
• In addition, the explanation of the process

If the individual responsible does not like being on camera, collaborate with specialists within the business for sharing educational content.

Another option is to look at the rear of your home and show employees on the TikToks. The insider story of a model who works with Thinx is a great instance:

Also, you can create Staff options for fun variations using these TikToks:

   9. Set up an engagement strategy. up

To allow TikTok to generate 3 figures in sales It is essential to create a sense belonging.

The most important thing you should learn about this? to connect with the people who follow your blog. Not just responding to their posts but it's also about engaging in conversation with them. Here are a few ideas:

• Ask your friends to utilize your Stitch feature to make TikToks with their feedback to your post. Thinx even incentivized its followers to make these TikToks.
• Shoot videos that are short TikToks with the application to receive feedback on the videos you've posted. Videos can be particularly helpful in answering any queries about the items you sell or resolving the issues that customers might encounter. Jones Road founder, Bobbi Brown's reaction when she received the comment regarding Miracle Balm's Miracle Balm product Miracle Balm getting sticky is a great illustration of this.
• Host giveaways. Pipette Baby is the host of one in the spring and summer seasons, giving away sunscreen (very weather-appropriate, isn't it? ).

   10. Work with TikTok influencers to market your goods in order to boost the amount of sales

A majority of the companies we examined collaborate with creatives from niches. Benefits? Engagement and more follow-up increasing trust and brand recognition as well as increasing sales.

There are many potential targets in this alliance. For example:

• Tell people about a new product
• Reach a new audience
• Inform the public about the sale

Explore different campaign ideas with TikTok influencers and discover what ones receive the most participation from your followers. It is possible to ask makers for instance to create Unboxing videos, or articles posted on TikToks which share their views about your product.

It is also possible to request them to create TikToks which show their initial reactions to your product- like what SKIMS created for creators

Finalizing the year the year with a lesson that is essential, tasks to complete as well as reminders

Two of the most significant lessons we've gleaned from this mini-study include:

All of the TikTok channels we looked at employ a video strategy the uses companies that share TikToks for entertainment, information and attract viewers and increase sales.

Most brands showcase their individuality by showing working processes behind the scenes, and by highlighting the people who are behind their brand via TikToks. There were a lot of videos by founders and employees and founders.

To hit the ground running to your advantage, you must first start learning about the kind of video the intended viewers are searching for in the app. After that, you'll be in a position to create a specific video strategy for you TikTok account.

Utilize a range of different types of videos, and make sure to engage your viewers. It is also possible to collaborate with internal employees and specialists in the field along with other TikTok creators to expand your following and build trustworthiness.

We wish you all the best success with TikTok

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