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

As Jones Road Beauty shared their initial TikTok videos following their "less is better" makeup style, they had little expectations about how they'd perform.

But the positive response surprised them.

The videos that were bite-sized boosted participation and increased the revenue of the cosmetics brand as per according to Cody Plofker who is the Director of Ecommerce. It's true that TikTok contributed 2% of their total income in 2020. This was a number that grew to 34% by 2022.

How is TikTok capable of delivering such impressive results?

We looked at 10 brands on the e-commerce market (including Jones Road) winning at TikTok and analyzed their strategies, including the kinds of videos they're uploading and the methods they're using to connect with their customers.

The results of our research have been compiled into actions to follow so that you can make highly-converting TikToks which increase brand recognition, grow engagement, and drive sales.

Ten steps backed by research to improve your TikTok game

In light of lessons learned drawn from more than 330 TikToks Here are our top 11 action steps for you:

1. Pay attention to the content and who customers are watching2. Create a full-funnel TikTok strategy
3. Use native TikTok and polished content into your plan
4. Plan holiday campaigns in advance
5. Keep track of pertinent TikTok trends
6. Use video hooks and patterns to draw attention
7. Make use of the effect of a green screen to create authentic brand tales
8. Incorporate the founder's voice, niche expert and employee-led videos 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 the people and things customers are watching

Digging into a one-quarter's worth of TikToks from 10 online retailers identified a key fact: winning on TikTok requires more than just a generic grasp of "what" interests your target customers.

Instead, get into the following:

• The questions your buyers' prospective customers are seeking
• They're reacting to trends
• Hashtags they're interested in (or are actively looking for)
• Also they're following the TikTok creators they're being

Tools such as Sparktoro help with this.

Another idea is to type in a phrase relevant to your brand on the TikTok search bar, and then scroll through all the relevant hashtags which come up. When you read the comments that users make on TikToks using these hashtags, you'll be able to determine your target audience's preferences on the app.

Learn about it from the brand of washable rugs Ruggable. Their TikToks demonstrate that they know their customers well. This video on the coastal decor of cowgirls, as an instance, shows how the team analyzed prevailing trends on the platform to provide interior design tips and trends:

 2. Create a full-funnel video strategy to TikTok

All the ecommerce players in our sample set have a video strategy divided by funnel stages, which are the basis of their TikTok branding. You'll find:

• Educational or entertainment top funnel video
• Middle-funnel-related content addresses the concerns that buyers who are on the fence have
• Videos from the bottom of the funnel that announce discounts and sales

Videos of all kinds let you connect with people who are unaware or have questions and are looking to purchase.

Here are a few examples:

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

Gut health supplement brand, AG1 (formerly Athletic Greens) provides wellness-related tips to high-quality material.

Similar to that, the home décor company Lulu and Georgia, created the 10-part series, Ten design rules that guide us to draw in new followers and educating the public:

 Source

 The need for awareness of products is that drives series-based information

The hashtag #streetinterview has 7.7B viewings on TikTok which indicates that these types of interview series get a lot of attention from viewers.

This is why four out of 10 brands we looked at create episodic content featuring street interviews. They do them not just for top-of-the-line educational content, but also to boost product awareness.

AG1, for instance, records strangers' reactions after offering samples of their supplement drink. These first-time reaction videos are entertaining to watch. They inform viewers of the advantages of AG1 when the host explains why the drink has been beneficial:

Videos answering frequently requested questions (FAQs)

As you expand your TikTok following, people are likely to ask similar questions about your product in the comments. Use the comments to develop new TikToks to answer them.

AG1 treats this as a mid-funnel opportunity as these individuals could be one step away from purchasing:

 Source

 Comparison videos

The idea of comparison videos is another one to create 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 the nails to perform daily chores before they demonstrate the way that the Glamnetic nails won't fall off doing the same tasks.

The brands of Ecommerce could be modelled the success of their counterparts by "showing" the way their products are superior to other products on the market to convince customers to buy from them.

 Product behind-the-scenes (BTS)

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

The Ruggable video for instance, explains how they examine their rug -- by using a relaxed and entertaining tone of voice to subtly convince viewers why their rugs are worth buying:

Pro tip: Build brand affinity through sharing behind-the-scenes-content like photoshoots' behind-the-scenes video and highlights of events -- Jones Road and Lulu and Georgia do these well.

 Product explainers or tutorials

Another video strategy to persuade potential buyers to purchase from you is explanations of your product that demonstrate the various ways of using your product.

Stationery and notebook store, Notebook Therapy, creates videos to promote the new collection they are launching:

Gut-healthy soda brand, OLIPOP adds a twist to these videos by offering recipes of drinks which you can prepare using their soda (think the OLIPOP-based Pina Colada and mocktails). The brand also makes combination videos, which mix two of their flavors:

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

 Discounts, new product launches and restocking announcements

For the bottom funnel, sale announcements, unboxing, and launch TikToks aid users in imagining how they can use the products.

Let's say you've launched an exciting new line. You can promote it using the TikTok similar to the one in the image below. It will provide an overview of the new products. Here's an example:

In addition, if you receive a lot of queries regarding when the product will be restocked, be sure to create restock announcement videos.

These don't even have to be complicated. Take a look at this video from the skincare brand, Pipette Baby. The filmmaker brings replenished items to the camera to take a closer-up before placing them into an unicycle basket.

 Videos for customers to engage who've already bought from you

Finally, create TikToks that provide ideas on how customers could benefit from your product.

For apparel brands it could mean showing ways you can style your clothing. Brands that sell makeup can provide looks or skincare routines customers are able to attempt. In the same way, food and beverage vendors can provide recipes.

The OLIPOP flavour combination TikToks are an example in this. Another example is the cleaning of products or maintenance tips like this one by Ruggable for cleaning small spots from their rugs:

 3. Include native TikTok as well as polished content to your approach

9 out of 10 ecommerce brands that were part of the study use a mixture of genuine (native videos recorded using the app) and pre-recorded, professional-quality product videos that they post on the TikTok channels.

This approach is great to keep the TikTok posting frequency since you don't need to be concerned about sharing only professional-produced videos which require the time of a group to produce.

However, the ideal combination for your channel is contingent 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 sketch videos, which are best watched in edited versions to save viewers' time:

4. Plan holiday campaigns in advance

Most of the brands that we looked at also have TikTok promotions for the upcoming celebrations and holidays.

In one instance, the company that makes feminine hygiene Thinx partnered with a psychiatry resident for National Stress Awareness Day (relevant to their business) to provide stress-relief strategies.

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

Make use of an Retail marketing calendar for planning your promotions -- make 3-5 TikToks to create excitement around any holiday promotion to increase sales.

 5. Be aware of relevant TikTok developments

The majority of the e-commerce businesses we researched are quick to adopt TikTok trends relevant to their business.

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

Making trending videos on TikTok can show your personality and brand, which helps to connect with your followers. Additionally, they help you gain recognition and followership as TikTok users following the trend watch your video.

Be sure to regularly go through videos on the Discover tab of TikTok to identify trends that people are reacting to. You can then decide if the trend has relevance to your company prior to creating a TikTok about the trend.

 6. Use video hooks and patterns interrupts to grab interest

The research also found that how the majority of TikToks used engaging video hooks (opening scenes) and pattern breaks ( visually transforming elements in the video which shift on the viewers' eyes) to attract viewers.

Consider this illustration from OLIPOP where the creator is noticed by a tin-wearing host

Similar to this, the Tiktok of Ruggable makes use of a pattern break which is a dog that talks announcing a rug sale which is adorable and distinctive in order to entice viewers to view:

To add engaging hooks as well as pattern interrupts for your TikToks be aware of what makes you pause when you browse through content on your stream (the For You page).

Sooner or later, you'll begin to notice the engaging openings to videos share the same characteristics. For example, they open with an edgy quote, or a question which you've got. They also make reference to pop culture.

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

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

Utilizing it to create interesting backgrounds that relate to the topic of you're TikTok will be about, such as the movie's poster or blue ocean, you could enhance the visual appeal of your TikTok video.

Make use of it to share entertaining stories and make instructional videos or TikToks with videos or images that illustrate your steps.

Another idea is to use the green screen effect to recycle content you've already created. Think: Instagram photos, YouTube videos, images on your Instagram or blog articles.

AG1 created a TikTok featuring their social media manager's talking head and a background made of images and stock photos taken from their 2022 Impact Report.

The host shared three interesting insights from their study as well as revealing how AG1 has been adhering to their principles. The video kills two birds one stone. The video educates its viewers, and demonstrates AG1's branding principles:

 8. Include founder-led, niche-specific expert and employee-led videos into the mix

A majority of the companies we reviewed create TikToks featuring the founder, their employees or specialists in a niche. great way to showcase the personalities behind your brand to connect with viewers.

Glamnetic and Jones Road Jones Road, specifically, nail this type of video.

As an example, when Glamentic hit 1.2 million transactions on Shopify and posted an announcement on TikTok featuring their founder sharing his story:

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

• In response to audience questions concerning their products
• The goal is to ask viewers for content that they'd like to be able to
• In addition, it explains the process of the process

If the person who is in charge doesn't wish to appear on the camera work with your specialists from within the company to share educational content.

Another idea is to go behind the scenes by featuring employees on your TikToks. The internal tale of a model who works with Thinx is a fantastic instance:

Also, you can make your own Staff picks for a humorous twist with these TikToks:

 9. Put a plan for engagement put in place

To allow TikTok to generate the triple digits of sales, it's crucial that you create a community there.

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

• Ask followers to use their stitch feature to create TikToks sharing their responses to your videos. Thinx even incentivized users to build these TikToks.

• Make fast 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 solving reservations buyers have. Jones Road founder, Bobbi Brown, responding to criticisms regarding their Miracle Balm being sticky is a good illustration here.

• Host giveaways. Pipette Baby hosted one in summer -- giving away sunscreen (very appropriate for the season Isn't it? ).

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

The majority of the brands we evaluated collaborate with niche creators. What are the benefits? The benefits include growing your followers and engagement by increasing brand recognition and credibility, and driving sales.

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

• Spread awareness about a new product
• Reach a new audience
• Anounce sales

You can also try different strategies using TikTok influencers and find out which ones get the highest engagement from your customers. You can ask for example, creators to create videos of unboxing or TikToks sharing their reviews of your product.

They can also be asked to create TikToks that show their initial reaction towards your productas SKIMS do with creators:

Wrapping up: Key takeaways To-dos, reminders, and more

The top two takeaways from this mini-study include:

Every one of the TikTok channels we examined are using video strategies in the works, with companies sharing TikToks to educate, entertain and engage and make sales.

Many brands showcase their unique personality by highlighting their behind-the-scenes processes and highlighting the human beings who make up their brands on their TikToks. We saw tons of employee- and founder-led videos as well.

In order to get started your own account, you must first understand which types of content your potential viewers enjoy on the app so 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 fans. Additionally, you can work with internal staff or subject matter experts as well as other TikTok creators to grow your followers and the credibility of your brand.

Let's see your achievement with TikTok