TikTok for ecommerce: Inside 10 ecommerce brand's TikTok strategies

As Jones Road Beauty shared their initial TikTok videos that reflected their 'less is more' makeup philosophy, they had little expectations about how they'd perform.

The positive reaction was so overwhelming that they were unable to contain themselves.

The bite-sized videos drove engagement and 4xed the profits of the makeup company as per to Cody Plofker, the Director of Ecommerce. It's true that TikTok was a major contributor to just 2% of their overall revenues in the year 2020. A increase to 34% by 2022.

How is TikTok able to drive this kind of impressive performance?

We looked at 10 brands on the e-commerce market (including Jones Road) winning at TikTok and analyzed their approach, which includes the type of videos they're uploading and what they're doing to engage their customers.

We've summarized our findings as practical steps to help you create high-converting TikToks that help build brand awareness to increase engagement and drive sales.

10 research-backed steps to up your TikTok game

Drawing on the lessons learned drawn from more than 330 TikToks, here are our top eleven action steps for you:

1. Be aware of which and what your customers' watch2. Create a full-funnel TikTok strategy
3. Incorporate the native TikTok with polished, branded and native content into your approach
4. Plan holiday campaigns in advance
5. Stay on top of the latest TikTok developments
6. Make use of video hooks as well as patterns to draw your audience's attention.
7. Use the effect of a green screen to tell authentic brand stories
8. Incorporate experts from the founders, niche experts, and employee-led videos into the mix
9. Have an engagement plan in place
10. Collaborate with TikTok influencers in order to market the products and increase sales

 1. Be aware of who and what customers watch

Digging into a half-year's worth TikToks from 10 online retailers identified a key point: winning on TikTok requires more than just a generic knowledge of "what" you want to know about your audience.

Instead, get into the:

• The questions your buyers' prospective customers are seeking
• They're reacting to trends
• Hashtags they're exploring (or are actively looking for)
• and, of course and, of course, the TikTok creators that they're following

Tools such as Sparktoro help with this.

Another option is to type a keyword relevant to your brand within your TikTok search bar, and then scroll through the hashtags that pop up. When you read the comments that users post on TikToks using these hashtags, you can learn your audience's desires in the app.

You can learn more about this from the company that makes washable rugs Ruggable. Their TikToks illustrate that they are able to comprehend their target audience very effectively. The video about the coastal decor of cowgirls, as an instance, shows how the team's research into the current trends on the platform to provide interior design tips and trends:

 2. Create a full-funnel video strategy to TikTok

The ecommerce companies in our sample set have videos that are divided up into funnel stages at the heart of their TikTok branding. You'll find:

• Top funnel educational or entertainment media
• Middle-funnel content which addresses issues that on-the-fence buyers have
• Videos of the bottom funnel announcing sales and sales

Different types of videos help you reach people who are unaware or have questions and are ready to buy.

Here are a few examples:

 Educational videos on topics overlapping your audience's interest and your value proposition

Gut health supplement brand, AG1 (formerly Athletic Greens) shares wellness tips for high-quality content.

Similar to that, the home décor company Lulu and Georgia, created the series of 10 parts titled 10 design concepts that we follow for bringing in new followers and educating their followers:

 Source

 Awareness of the product is creating series-based content

The hashtag #streetinterview has 7.7B viewings on TikTok which shows that this kind of interview series get a lot of attention from viewers.

This is why 4 out of the 10 brands we looked at produce episodic content that includes street interviews. These interviews are not just for top-of-the-line educational purposes, but also to increase product awareness.

AG1, for instance, record the reactions of people who have been offering samples of their supplement drink. These first-time reaction videos are enjoyable to watch. They will also inform viewers about the advantages of AG1 when the host explains how the drink is helpful:

Videos with answers to frequently requested questions (FAQs)

In time, as you increase your TikTok followers, they are likely to ask similar questions about your product in the comments. Use the comments to develop new TikToks to answer them.

AG1 views this as an opportunity in the middle of the funnel since these commenters might be a step from purchasing:

 Source

 Video comparison

Comparison videos are another idea to use for content in the middle funnel.

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

Take note of how they display that nails with a press-on from other brands are falling off after wearing these nails for everyday tasks before they show that Glamnetic's nails do not come off doing the same tasks.

The brands of Ecommerce could be modelled their competitors by "showing" how their products are superior to other products on the market so that customers are convinced to buy from them.

 Product behind-the-scenes (BTS)

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

The Ruggable video for instance it explains the process they use to examine their rug -- using a fun and friendly accent to persuade viewers that their rug is worth buying:

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 have done this well.

 Product explainers or tutorials

Yet another video idea to persuade potential buyers to purchase your product are product explainers that show the different ways to use your product.

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

Gut-healthy soda brand, OLIPOP takes a slight twist to these videos by sharing recipes for drinks which you can prepare using their soda (think OLIPOP-based Pina Colada and mocktails). The brand also makes combination videos, which mix two flavors from their line:

The videos in these combination clips don't just encourage sales but also retain existing customers by offering them ideas for new flavors and combinations to try using OLIPOP.

 Discount, launch of new products, and restock announcements

For the bottom funnel, sale announcements, the unboxing process, and launch TikToks help viewers envision themselves using the products.

Imagine that you've just launched the latest collection. Promote it by creating an TikTok similar to the one in the image below, which provides details of the latest products. Here's an example:

In addition, if you receive lots of questions concerning when an item will be restocked, be sure to post restock announcement videos.

These don't even have to be complex. Look at this example of the brand's skincare line, Pipette Baby. The video creator brings the products that have been replenished in front of the camera to take a closer-up prior to placing them in a basket:

 Videos to engage customers who've already bought from you

Finally, create TikToks that discuss ways that customers could benefit from your product.

For clothing brands, this would mean showing ways you can style your clothes. Brands that sell makeup can provide designs or routines for skincare that customers can try. In the same way, food and beverage sellers can share recipes.

The OLIPOP flavour combination TikToks are one example in this. Another one is product cleaning or maintenance tips such as this one by Ruggable for cleaning small marks from their rug:

 3. Incorporate native TikTok and polished content into your plan

9 of 10 online retail brands included in this analysis use a mix of genuine (native videos shot through the app) and professionally-produced, pre-recorded video content on their TikTok channels.

This approach is great for maintaining the TikTok posting frequency as you do not have to be concerned about sharing only professionally edited videos that take the time of a group to produce.

The ideal combination for your channel is contingent on your product type and video strategy.

Notebook Therapy, as an example, posts time-lapse videos sharing bullet journaling inspiration and step-by-step doodle videos that are best watched in edited versions so that viewers can save time:

4. Plan holiday campaigns in advance

The majority of brands we studied also plan TikTok campaigns for upcoming holidays and events.

In one instance, feminine hygiene company Thinx has partnered with a psychiatry resident in celebration of National Stress Awareness Day (relevant to their brand) to offer stress-relieving tips.

In the same way, Glamnetic posted makeup looks to celebrate Pride month:

Make use of an retail marketing calendar for planning your promotions Make 3-5 TikToks for creating hype around the upcoming holiday sale and to drive sales.

 5. Be aware of relevant TikTok developments

Every e-commerce company we examined jump on TikTok developments that are relevant to their brands.

For example, Ruggable hopped on to speak about the Netflix show Queen Charlotte but with a creative approach -- sharing photos of the rooms they've decorated with their carpets that appear to be taken from the show that's currently trending:

Making trending videos on TikTok can show your personal brand image, helping you connect better with your audience. They also get you more exposure and followers since TikTok users that follow the latest trends view your content.

Make sure you regularly review videos on the Discover tab of TikTok to find trends consumers are reacting to. You can then decide if the trend is relevant to your brand before you create a TikTok about the trend.

 6. Make use of video hooks as well as pattern interrupts to capture the attention of your audience.

The study also revealed that how the majority of TikToks utilized video hooks with engaging content (opening scenes) and pattern interrupts ( visually transforming elements in the video which shift viewers' attention) to attract viewers.

Consider this illustration from OLIPOP where the creator gets noticed with his tin-clad host:

Likely, this Tiktok from Ruggable uses a pattern interrupt which is a dog that talks advertising a sale on a rug that is cute as well as unique -- to encourage viewers to view:

For adding engaging hooks as well as pattern interrupts to your TikToks be aware of the things that make you stop as you scroll through video clips in your stream (the For You page).

In time, you'll notice that engaging video openings share commonalities -- for instance they begin with a joke, an inspiring quotation, or an inquiry that you have. Or, they make reference to pop culture.

 7. Utilize the effect of a green screen to create authentic brand tales

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

If you use it to provide interesting backgrounds that relate to what you're TikTok is about, say an advertisement for a film or blue ocean, it can enhance the visual appeal of your TikTok video.

Use it to tell engaging stories and create instructional videos or TikToks featuring videos or images that illustrate the steps you're sharing.

Another idea is to use the effect of green screens to reuse content that you've made. Think: YouTube videos, pictures that you post on Instagram as well as blog posts.

AG1 made this happen by launching a TikTok with their social media manager's talking head and a background made of stock visuals and screenshots taken from their 2022 Impact Report.

The host shared three interesting insights from their study and also highlighted how AG1 is adhering to their principles. The video hits two birds with one stone. It educates viewers, and demonstrates AG1's branding values:

 8. Incorporate founder-led videos, expert niche 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 people behind your brand to connect with viewers.

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

As an example, when Glamentic achieved 1.2 million orders on Shopify the company posted a TikTok featuring their founder sharing his story:

Jones Road, on the opposite, highlights their founder for different objectives including:

• In response to audience questions regarding their product
• Inquiring viewers about what they'd prefer to be able to
• In addition, it explains the process that led to the creation of a product

If your founder doesn't want to appear on the camera work with your specialists from within the company to share educational content.

Yet another idea is to get in the background and include employees in your TikToks. The internal tale of a model working with Thinx is an excellent example:

You can also do staff picks for an entertaining new twist using these TikToks:

 9. Have an engagement plan in place

To allow TikTok to bring in three-digit revenue, it's essential that to build a community on the platform.

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

• Invite your followers to utilize your Stitch feature to make TikToks sharing their responses to your video. Thinx even incentivized users to build these TikToks.

• Create fast TikToks on the app in response to any comments made about your video. Video responses are particularly useful for addressing questions relating to your brand or helping customers resolve any reservations they may have. Jones Road founder, Bobbi Brown, responding to criticisms regarding their Miracle Balm being sticky is a great example here.

• Host giveaways. Pipette Baby hosted one in the summers offering sunscreen (very appropriate for the season Isn't it? ).

 10. Partner with TikTok influencers to help promote your product offerings and boost sales

Almost all the brands we evaluated collaborate with niche creators. The benefits? Increased engagement and following, increasing brand awareness and credibility, while also increasing sales.

It is possible to achieve a variety of targets with a partnership such as:

• Make people aware of a brand new product
• Reach a new audience
• Announce a sale

You can also try various campaigns using TikTok influencers to find out which ones get the highest engagement from your target audience. You can ask for example, creators to create videos of unboxing or TikToks sharing their reviews of your products.

They can also be asked to record TikToks that show their initial reaction to the product you've created -- something that SKIMS does in collaboration with creators:

Wrapping up: Key takeaways as well as reminders

The most important takeaways from this mini-study include:

Each of the TikTok channels that we looked at have a video strategy in the works, with companies sharing TikToks to educate, entertain, engage, and promote.

Many brands showcase their unique personality through highlighting their processes behind the scenes as well as highlighting the people who make up their brands on their TikToks. There were a lot of employee- and founder-led videos too.

To hit the ground running begin by understanding what videos your ideal viewers like on the app, so you can create an effective video plan for you TikTok account.

Use a variety of video types and engage with your users. You can also partner with internal employees, subject matter experts, and other TikTok creators to increase your following and increase credibility.

We wish you the best success with TikTok