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 style the company had no expectation about how they'd fare.

The positive reaction blew them off

Small-sized videos increased interaction and quadrupled the profits of the cosmetics brand in the year 2000, the report of Cody Plofker, the Director of Ecommerce. In fact, TikTok was responsible for 2 percent of total revenue for the year 2020. It was a number that grew to 34% by 2022.

What can make TikTok be able to achieve amazing outcomes?

We examined the top 10 brands in the e-commerce market (including Jones Road) winning on TikTok and examined their strategies as well as the kinds of videos that they upload and their methods for engaging their audience.

Our findings have been compiled into tactical steps so you can make the most efficient TikToks that boost branding recognition, boost the number of users who use it, and boost revenue.

Ten steps that have been proven by research to improve your TikTok game

In light of the lessons learnt from more than 3000 TikToks We've put together our top 11 action steps to get you to where you want to be:

1. You must be aware of what your customers' be watching. 2. Create a full-funnel TikTok strategy 3. Include Native TikTok and polished content within your plan 4. Plan holiday campaigns in advance  
   5. Keep up-to-date with the most recent TikTok trending subjects  
   6. Utilize videos and hooks to draw the attention of viewers.  
   7. Utilize the effect of a green screen to share authentic brand stories  
   8. Include experts from the founders of the business, specialists in specific areas, as well as video clips from employees in the mix  
   9. Have an engagement plan in place  
   10. Collaboration with TikTok influencers, to promote your product and boost sales

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

An entire quarter's worth of TikToks of ten stores online highlighted an essential truth: winning TikTok requires more than just being able to understand "what" is crucial for the customers you serve.

Instead, look into:

• Your buyers' prospective customers are they
• The market is reacting to the changes
• Hashtags they're thinking about (or are considering)
• and, obviously as well too, the TikTok creators.

Tools like Sparktoro help with this.

Another option is typing keywords that are related to your business's name in TikTok's search bar. TikTok search bar and then browse through the hashtags and other keywords which pop up. Based on the content that people create on TikToks using these hashtags, you'll be also in a situation to know your users' interests through the application.

Take it from the washable rugs brand Ruggable. Their TikToks show that they are conscious of their clients. The clip of coast-side decor for cowgirls, for example, will showcase the team's review of the current trends by making use of the app to give ideas on the latest trends in interior design:

   2. Make a comprehensive plan of video on TikTok

Each of the e-commerce players we've tested has video strategies that are separated into funnel stages that constitute the core of their TikTok brand. It means that you'll be able to find:

• Top funnel entertainment or educational video
• Middle-funnel details that address concerns about customers' on-the-fence issues.
• Videos from the bottom of the funnel that announce sales and sales

Videos of every kind help you reach individuals who might not know or have questions and want to purchase.
 
  Here are some examples:

Videos which teach issues relevant to the people you intend to reach and your value proposition

AG1 is the title of the health supplement which aids in digestion, AG1 (formerly Athletic Greens) gives wellness-related advice and top-quality information.

The industry of home décor, Lulu and Georgia, have created a 10-part series. Ten design guidelines are followed with the intention of attracting new fans and informing their followers:

    Source

HTML0 The need to be aware of the products leads to series-based material

The hashtag #streetinterview averages 7.7B views on TikTok and this suggests that the show, which is based on, interviews have quite some viewer demand.

There's a reason 4 of the companies which we studied have regular videos with street interviews. They aren't just to provide the latest information, but also to boost recognition of their brands.

AG1 for example shows the reaction of people who give them sample bottles of their supplements. These videos, which show the first reactions can be enjoyable. The videos inform viewers about advantages of AG1 as well as hosts discuss why drinking the product has proven beneficial.

Videos that answer frequently asked inquiries (FAQs)

When you increase your TikTok audience, users are likely to pose similar questions to your site in the comments. Make use of comments to build fresh TikToks that answer these questions.
 
  AG1 sees this as an opportunity for middle-funnel purchasers because these people may be the first step in buying:

   Source

   Video clips of comparison  

Video comparison is another method to make 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 the nails are shown with press-ons of other brands that are taken off while using them to do everyday chores before they demonstrate that Glamnetic's nails do not come off when performing the same chores.

Online-based retailers can mimicked by their rivals through "showing" how their products outperforms other items that are available, so that customers feel compelled to buy their products.

Product behind-the-scenes (BTS)

Inform us about how you're developing your product, or showcase the uniqueness of your product using mid-funnel TikToks of your work in the background.

The Ruggable video, for example, explains the way they assess their carpets in a casual and enjoyable way to convince people 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 to convince prospective buyers to purchase from you are the explanations for your product which demonstrate the many ways that you can use your product.

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

A healthy, natural soda producer, OLIPOP adds a variation on their YouTube videos by offering recipes for drinks made using this soda (think OlIPOP-derived Pina Colada and mocktails). Additionally, they offer drinks with two different flavors of their product line:

These videos go beyond to promote sales. They also help retain those customers who remain loyal, by providing suggestions for the various flavor options and combinations that are available with OLIPOP.

   Discount, announcements of new items and the announcement of restocking  

The funnel, which is bottom-up sales announcements, the deboxing process along with the launch TikToks can help users imagine their own experience using the product.

Imagine that you've just unveiled a product you think will be exciting. Promoting it, you can make an TikTok that's similar to the one in the image below, and sharing information on the new products. Here's an example

If you have many questions about what time the item is scheduled to be replenished, ensure to share Restock announcement videos.

They don't have to be difficult. Take a look at this video from the skincare brand, Pipette Baby. The creator of the video introduces their products that are replenished and brought to the camera to take an in-depth look, before putting the items in a basket.

Videos are created to attract buyers who've made purchases from you.

Finally, create TikToks which provide suggestions for how your customers might benefit from your product.

In the case of brands that specialize in fashion, this may be an opportunity to show what you can wear with the way you want to dress. Brands that sell cosmetics can offer regimens or patterns for skincare that consumers could test. The same is true for food and drink sellers. retailers of food and beverages can also share recipes.

The OLIPOP variations in TikToks are just one example. A different example is cleansing of the items, or even tips like this video posted by Ruggable for cleaning small spots on the rug.

   3. Integrate native TikTok as in polished content to your plan

9 out of 10 retail online companies that participated in this study use a mix of genuine (native videos made by using the app) along with professionally recorded videos of their items they post to TikTok channels.

This is a great method for ensuring the TikTok publication schedule because it is not necessary to be concerned over sharing high-quality edited videos that need everyone in the group to produce.

The best mix to use for your channel depends on the kind of product that you are selling and your video strategies.

Notebook Therapy is one example. It has time-lapse video clips that offer suggestions for bullet journaling and steps-by-step videos of doodles that can be edited for speeding up your viewing experience.

4. Plan holiday campaigns in advance

A majority of the businesses that we examined also have plans for TikTok events for the coming celebrations and holidays.

As an example, it's the case that the feminine hygiene brand Thinx has joined forces with a psychiatry specialist for the purpose of celebrating National Stress Awareness Day (relevant to their product) to provide stress-relief strategies.

The same thing happened to Glamnetic. Glamnetic uploaded makeup-inspired designs to commemorate Pride month.

Utilize the retail's marketing calendar to oversee your marketing campaign. Create 3 to 5 TikToks to create excitement about the holiday sales coming up and also to boost sales.

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

A majority of the online companies we studied quickly implement TikTok innovations that relate for the brands they represent.

As an example, Ruggable hopped on to chat about Queen Charlotte. Netflix shows 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 very popular.

The creation of popular TikToks highlights your brand's image and allows the brand to connect with the people you want to reach. Additionally, you gain attention as well as followership due to the fact that TikTok users who follow the latest trends are viewing your content.

Be sure to regularly go through the videos on the Discover tab on TikTok to find out what trends people are reacting to. Then, you can decide which style is appropriate to your business prior to designing a TikTok to post it.

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

It also revealed that most users of TikTok utilized video hooks that featured engaging video content (opening scenes) and patterns that interrupt the video ( visual shifts within the video, which refocus the viewers' eyes) to draw at the attention of viewers.

Take a look at this picture from OLIPOP in which the author is being watched by a host dressed in Tin.

In the same way, the Tiktok of Ruggable makes use of a pattern break which is a dog who speaks about the sale of a rug which is charming and unique and entices viewers to go and take a peek:

To add hooks that are captivating and create pattern interruptions on your TikToks Pay attention to the things that make you stop as you scroll through the information within the stream (the For You page).

In the near future, you'll realize the captivating introductions to videos have a lot in similar. In the beginning, they may include jokes, an inspirational quotation or even a query you've been asked. Additionally, they contain the references to pop culture.

   7. Utilize the effect of green screens to convey authentic brand tales

The effect of a green screen (available within the effects gallery, in the section titled Create) lets you overlay images or videos onto the background.

By using it to make an intriguing background that is related to the topic which your TikTok covers, like an advertisement for a movie or the the blue sea You can make an attractive video.

Use it to tell captivating stories and to develop instructions or TikToks that include images or videos that show how you're demonstrating.

Another option is to use the effect of green screens for reuse of your content that you've created. Look at videos on YouTube or video clips uploaded on Instagram along with blog articles.

AG1 produced the TikTok which featured the social media manager's chat head. The TikTok was supported by photos and stock photos from their 2022 Impact report.

The host shared 3 intriguing findings from their research as well as outlined the methods that AG1 has in adhering to its core values. Through this the film catches two birds in one fell swoop and instructs viewers. It also illustrates AG1's brand principles:

   8. Include founder-led video clips as well as employees-led and expert niche videos in the mix

A majority of the companies we looked at have TikToks that feature the people who founded their business as well as employees or expert experts in specific fields that are ideal for displaying the image of your business to engage with customers.

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

In the above example, Glamentic reached 1.2 million transactions through Shopify and announced the achievement on TikTok with their CEO sharing information about the occasion:

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

• Answering queries from the public regarding their offerings
• Interrogating viewers on the things they'd like to know about capable of
• and also, describing the motive for the development as well as, explaining the reason for the development.

If your founder doesn't seem keen to be in front of cameras work with inside experts within your industry to make informative videos.

A different approach is to operate to the background and incorporate people on your TikToks. The story behind the method that works in conjunction with Thinx can be a good example:

You can also make staff selections of games that will entertain you by using these TikToks:

   9. Establish a framework of involvement

To allow TikTok to make revenue that is triple-digit It is essential to create an online social network.

What are the best ways to accomplish this? Be in touch with individuals who are following you. Don't limit yourself to responding to their comments and messages, but. These are some tips:

• Invite your followers to utilize their stitch feature to create TikToks with their reactions to the video. Thinx even encouraged users to build the types of TikToks.
• Make fast TikToks using the app for quick replies to any remarks that are made about your videos. Reacting to feedback on your videos is extremely useful for answering questions about your product or service, as well as helping customers resolve any reservations they may be experiencing. Jones Road founder, Bobbi Brown responds to remarks concerning the company's Miracle Balm being sticky is an illustration of this.
• Host giveaways. Pipette Baby hosted one in the summer, offering sunscreen (very appropriate for summer, isn't it? ).

   10. Collaborate in conjunction with TikTok influencers to advertise the products you sell and boost sales

A majority of the companies we examined worked with niche-specific creators. What are the benefits? More engagement and follow-up through brand recognition, trust. It also aids in driving sales.

There are many objectives through alliances. As an example:

• Let people know about the latest products.
• Reach a new audience
• Announced sales

Explore different ways to use TikTok influencers to determine which one gets the greatest response from your customers. It is possible to ask manufacturers to create video unboxing videos or even articles on TikToks which share their views about your products.

It is also possible to ask them to record TikToks in which they share their first reaction to the product. It's a thing SKIMS works with the developers of the application:

Conclusion: Key takeaways along with reminders

The most significant takeaways we can draw of this mini-study are

Every one of the TikTok channels that we looked at are using videos as a strategy for use, with companies employing TikToks to entertain, educate or even to encourage and stimulate.

Many brands showcase their unique personal style by sharing their own unique strategies and highlighting the human individuals who are the reason for their success through their TikToks. There was a great deal of founder-led and employee-led videos as well.

To ensure a positive start to your personal account begin by understanding what types of videos people you want to reach want to see in the app. Once you've done that, you'll capable of establishing strategies to ensure that video content can be featured on the account. TikTok account.

Make use of a wide variety of videos to attract your viewers. Additionally, you can collaborate with your internal team as well as expert subject matter experts along with other TikTok creators in order to grow your audience and increase the popularity of your company.

Let's celebrate what we have accomplished by using TikTok

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