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

In the beginning, Jones Road Beauty shared their initial TikTok videos that reflected the "less is more" philosophy of makeup. no expectations of how well they'd perform.

The reaction of the positive was so overwhelming that they were unable to hold themselves back.

The short videos attracted more attention and also boosted the profits of the makeup business according the report of Cody Plofker, the Director of Ecommerce. In reality, TikTok contributed 2percent of its total earnings in the year 2020. This was a figure that increased to 34% by the year 2022.

What makes TikTok so capable of producing this impressive performance?

We looked at 10 brands that are on the market of e-commerce (including Jones Road) winning the competition on TikTok and analyzing their strategies, including the kinds of videos they're posting and the way they're engaging their audience.

The results of our research were compiled into a series of tactical steps so you can make highly-converting TikToks which increase brand recognition improve engagement, and boost sales.

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

In light of lessons learned that were gleaned from over 330 TikToks We've compiled our top eleven tips to help you get to where you want to be:

1. Watch out for the content and who customers are watching2. Create a full-funnel TikTok strategy  3. Integrate native TikTok using polished, brand-named and native content within your strategy  
   4. Plan holiday campaigns in advance  
   5. Keep track of the most recent TikTok trending subjects  
   6. Make use of video hooks as well as patterns to grab the attention of viewers.  
   7. Use the effects of a green screen to tell true brand tales  
   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. Work with TikTok influencers in order to advertise the products and to increase the sales

   1. Watch out for the kind of customers and who they watch

The study of a quarter's worth TikToks from 10 online retailers identified a key aspect: winning with TikTok requires more than a general grasp of "what" is essential to your audience.

Instead, dive deep into:

• The target audience for your buyers is who they
• Trends they're reacting to
• Hashtags that they're interested in (or actively searching for)
• And, of course, of course as well, and, of course, the TikTok creators that are adhering to

Tools such as Sparktoro aid in this.

Another suggestion is to type into a search term that's pertinent to your company on the TikTok search bar and browse through the hashtags and search terms that appear. By reading the comments that users post on TikToks with these hashtags, you will be able to discover your clients' preferences on the app.

Discover more from the company who makes rug rugs that wash easily Ruggable. Their TikToks show that they are aware of their target market thoroughly. The clip on Coast-side Cowgirl decor, for example, shows that the team's research into the current styles through the platform has helped them provide the latest interior design trends and tips:

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

The ecommerce companies included in our test set employ a video-based strategy divided by funnel stages that form the core and core of their TikTok brand. You'll notice:

• Educational or entertainment top funnel media
• Middle-funnel-related content addresses the concerns about on-the-fence customers' concerns.
• Videos coming from the lower part of the funnel inform about sales and discounts

The variety of video types can allow you to reach out to the people who aren't aware or have questions and are seeking to buy.
 
  Here are some examples:

videos that educate about the same topics as your target audience as well as the value you could offer

A brand of supplements for the gut, AG1 (formerly Athletic Greens) offers wellness advice for top-funnel information.

Like that, the home decor company Lulu and Georgia, created the 10 part series titled 10 design concepts that we employ to draw to the forefront new customers as well as educating the public:

    Source

Awareness of the product drives series-based content

The hashtag #streetinterview is 7.7B viewers on TikTok which shows that this kind of series-based interviews do have a significant audience demand.

This is the reason 4 of the brands that we looked at made episodic videos with street interviews. They also conduct these interviews not just to provide top quality educational purposes, but also to increase product awareness.

AG1, for example, captures the reactions of strangers who are given samples of the supplement drink. The first-time reactions videos are entertaining to watch. They will also inform viewers about the advantages of AG1 when the host shares why the drink has been beneficial:

Videos that answer frequently asked questions (FAQs)

In time, as you expand your TikTok users, they'll ask the same questions regarding your offerings in the comments. Find the questions and create new TikToks to answer them.
 
  AG1 treats this as an opportunity to purchase mid-funnel as these individuals might take a leap from:

   Source

Comparison videos

The concept of video comparison can be another option to create content for the middle of funnel.

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

Look at how they demonstrate nail press-ons of different brands falling off after you've worn nails to complete everyday tasks prior to the show that Glamnetic's nails stay on while you do the same job.

The companies of Ecommerce could be replicated by on their rivals through "showing" how they're better than their rivals, in order to make customers convinced to purchase from their brands.

Product behind-the-scenes (BTS)

Tell us the progress you have made on your product or show your uniqueness with these behind-the-scenes product TikToks to mid-funnel.

The video on Ruggable is a good example. It explains the way they look at the rug with a friendly and fun accent that convinces viewers why the rug is worth purchasing:

Pro tip: Build brand affinity by sharing behind the scenes content such as video shoots, behind-the-scenes photos or other highlights from the events. For instance, Jones Road as well as Lulu and Georgia can do this effectively.

Product or tutorial explanations

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

Stationery and notebook stores, Notebook Therapy, creates these videos to promote their new collections that they will be launching:

The brand of OLIPOP, a healthy and nutritional soda. OLIPOP offers a subtle turn to videos that share recipes of drinks you can create by using the soda (think OLIPOP-based Pina Colada and mocktails). It also produces combination videos which mix two flavors from their line:

These videos go beyond encourage sales but also retain current customers with ideas for new flavor combinations and flavors to test by using OLIPOP.

 Promotions, launches of new products and restocking announcements

The funnel is at the bottom, announcements about sales, unboxing, and the launch TikToks allow users to imagine themselves using the products.

Let's suppose you've released the new collection. The best way to advertise it is through the TikTok like the one below -- sharing an overview of your new collection. This is the best way to do it:

Plus, if you get a lot of queries about what time a particular product will be replenished in the future, you should make sure to announce it via video about the restocking of your stock.

The process doesn't have to be a challenge. Look at this example from the brand that produces skincare, Pipette Baby. The filmmaker brings items that are replenished before the camera for close-ups before placing them into the basket.

Videos for engaging customers who've purchased products from you.

Then, you can utilize TikToks to give suggestions on how the customers will benefit from the product.

For clothing brands that offer clothes they could offer methods of dressing your clothes. Cosmetic brands could share the latest styles of makeup or skin care routines that consumers could try. In the same way, food and beverage vendors could provide recipes.

The OLIPOP flavor combo TikToks are a good example here. Another instance is cleaning of items or tips for maintenance such as this video from Ruggable on how to clean tiny stains from their rugs:

   3. Integrate native TikTok as as polished content to your strategy

Nine out of ten e-commerce brands included in this study make use of a mix of real (native videos shot through the application) and professionally-produced, pre-recorded product videos on their TikTok channels.

This method is ideal to maintain the TikTok post frequency, as you do not have to worry about sharing only professional-produced videos which require the time of a group to produce.

The best combination for your channel depends on the characteristics of your service and video strategies.

Notebook Therapy as an instance, offers time-lapse videos of ideas for bullet journals along with step-by-step drawing that could be used in edits so that viewers can save time.

4. Plan holiday campaigns in advance

The majority of brands that we examined also have TikTok promotions for the upcoming holiday and other events.

In one case, the women's hygiene company Thinx collaborated with a psychiatrist resident for the celebration of National Stress Awareness Day (relevant to their brand) to provide stress-relief strategies.

In the same way, Glamnetic posted makeup looks in celebration of Pride month:

Make use of your retailer's marketing calendar to plan your campaigns Make three to five TikToks to create excitement around your upcoming holiday sale, to increase sales.

   5. Be aware of the latest TikTok trending TikTok

A majority of the online firms we examined quickly adopt TikTok popular topics and themes that are relevant to their brands.

As an example, Ruggable hopped on to discuss the Netflix program Queen Charlotte and with a delightful twist: sharing photos of their rooms featuring rugs that appear as they're from the show that's trending:

The creation of trending content on TikToks showcases your brand personality, helping you connect better with your followers. You also gain recognition and followership since TikTok users who follow current trends look at your content.

Watch regularly the video clips on the Discover tab on TikTok to see what trends the public is reacting to. Find out if the trend corresponds to your business before making the TikTok for the topic.

   6. Make use of video hooks and interrupts to grab the attention of your audience.

The study also revealed that the majority of TikToks used engaging video hooks (opening scenes) along with pattern interruptions ( visual elements that transform within the video that shift in the eyes of viewers) to draw attention of viewers.

Check out this video from OLIPOP The producer of the show catches attention with an oversized tin-suiting host

In the same way, this Tiktok of Ruggable makes use of a pattern break which is a canine that speaks about a sale on rugs that is cute as well as distinct to attract the viewers:

to add hooks that are engaging and pattern interruptions to your feeds on TikTok Pay attention to what makes you pause when you browse through video clips in your feed (the For You page).

As time passes, you'll realize the engaging openings to videos have the same traits. For example, they open with a joke, inspirational quote, or an question you've got. Also, they make reference to pop culture.

   7. Utilize the effect of green screens to communicate a true branding message

The effect of a green screen (available in the application's Effects gallery, under the section called Create) permits you to overlay any video or image on the background.

Utilizing it to create an interesting background relevant to the topic of the subject matter that your TikTok will be about for example, a film poster or the blue ocean, it can increase the impact of your TikTok video.

Use it to make entertaining stories and make instructions or TikToks that include images or video clips illustrating your actions.

Another option is using the effect of a green screen to make use of content you've made. Think: photos, videos on YouTube, images uploaded to Instagram, or other social media platforms. Instagram or blog content.

AG1 was the one to make this happen, initiating a TikTok featuring the head of their social media manager with a background comprised up of images and photos from the 2022 report on their impact.

The host discussed three fascinating conclusions from their research in addition to highlighting how AG1 adheres to the principles they have set. The video kills two birds in one shot. It teaches viewers about the subject, and illustrates AG1's brand principles:

   8. Incorporate founder-led videos as well as expert niche and employee videos to the mix.

The majority of brands were examined had TikToks from the founders of their company, employees or other experts within specific areas. an excellent way to show the people behind your brand and connect with your audience.

Glamnetic and Jones Road Jones Road, specifically make a great video.

The case of Glamentic it was able to fulfill 1.2 million transactions on Shopify and posted an announcement on TikTok which featured their CEO who revealed the story behind it:

Jones Road, on the contrary, focuses on their creator with a myriad of purposes, such as:

• To answer questions of the public regarding their offerings
• Asking viewers what content they'd like to
• In addition, it explains the procedure of the process

If your company's founder isn't keen to appear on camera, but, work with the internal subject matter experts to create informative videos.

Another idea is to get to the back of the home by showing employees' photos on your TikToks. The internal tale from a model working with Thinx is an excellent example:

Also, you can make your own staff selections for a thrilling variety with these TikToks:

   9. Have an engagement plan put in into

In order for TikTok to generate the three-digit number of sales, it's crucial that the platform's community is established that is active on the platform.

The best way to do that is Connect with those who follow your blog. It's not just about responding to their comments though. Here are some tips:

• Invite your followers to utilize the Stitch function to create TikToks by adding their remarks to your video. Thinx even encouraged users to make these TikToks.
• Make quick TikToks by using the app answering feedback on your video. Responding to feedback on videos is highly beneficial for answering any concerns about your products as well as helping customers overcome any reservations they may be experiencing. Jones Road founder, Bobbi Brown's response to criticisms regarding the Miracle Balm becoming sticky, is a great example.
• Host giveaways. Pipette Baby hosted one in the summers and also gave away sunscreen (very suitable for the weather Isn't it? ).

   10. Partner with TikTok influencers to promote your products and boost sales

The majority of companies we looked at collaborate with creators in niche markets. What are the advantages? Growing your following and engagement by increasing brand awareness and credibility. It also increases sales.

There are numerous reasons to join this alliance. For instance:

• Make people aware of an innovative product
• Reach a new audience
• Announced sales

You can also test different campaigns with TikTok influencers in order to figure out which will get the highest engagement from your customers. For instance, you can request makers to make videos that unbox or show the product, or use TikToks posting reviews about your products.

You can also ask them to post TikToks that show their initial reaction towards the creation you've made -- something that SKIMS does with creators:

Finalizing: The most important lessons and reminders

The most important takeaways from this mini-study include:

All of TikTok channels that we studied has video as a strategy that allows brands to use TikToks to inform and entertain, or to engage and increase sales.

A majority of companies show their personalities by highlighting their process behind the scenes and also highlighting the people behind the brand through their TikToks. There were a lot of founders and employees-led videos as well.

For a successful start for beginning to understand the kinds of content potential users would like to see on the app and then you can create the strategy to create videos for your TikTok account.

Make sure you use different types of videos and ensure that you are engaging your followers. Additionally, you can work with internal staff or subject matter experts and even others TikTok creators in order to grow your audience and increase the credibility of your business.

Let's celebrate your amazing success with TikTok

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