TikTok for ecommerce The top 10 Ecommerce brands' TikTok strategies

In the beginning, when Jones Road Beauty shared their first few TikTok videos following their "less is more" makeup style, they had little expectations of how well they'd fare.

The positive reaction surprised them.

The videos that were bite-sized boosted engagement and 4xed the revenue of the cosmetics brand as per according to Cody Plofker, the Director of Ecommerce. Actually, TikTok was a major contributor to 2percent of the company's total income in 2020. This was a increase to 34% in 2022.

What is it that makes TikTok capable of delivering these impressive results?

We analyzed 10 online stores (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 practical steps to help you create highly-converting TikToks that help build brand awareness increase engagement and drive sales.

10 steps that are backed by science to boost your TikTok game

In light of lessons learned from 330+ TikToks We've compiled our top 11 actions for you:

1. Pay attention to which and what your customers' watch2. Create a full-funnel TikTok strategy
3. Incorporate the native TikTok as well as polished and branded content in your strategy
4. Plan holiday campaigns in advance
5. Keep track of the latest TikTok developments
6. Use video hooks and pattern interrupts to capture your audience's attention.
7. Utilize the effect of a green screen to present authentic brand stories
8. Add founder-led, niche expert, as well as employee video clips to the mix
9. Have an engagement plan in place
10. Work with TikTok influencers to promote products and drive sales

 1. Pay attention to the people and things customers are watching

The study of a one-quarter's worth of TikToks from 10 online retailers highlighted an essential aspect: winning with TikTok takes more than an unspecific grasp of "what" is important to your users.

Instead, dive deep into the:

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

Tools like Sparktoro help with this.

Another idea is to type a word that is relevant to your business on your TikTok search bar, and then scroll through hashtags and keywords that pop up. By reading the comments people leave on TikToks with these hashtags, you can learn your audience's desires on the app.

Learn about it from the washable rugs brand, Ruggable. Their TikToks demonstrate that they know their audience effectively. This clip on coast-side cowgirl décor, for example, shows that the team's analysis of the latest fashions on the platform and give advice on interior design trends:

 2. Create a full-funnel video strategy to TikTok

Each of the online retailers in our sample set have a video strategy divided by 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 buyers who are on the fence have
• Videos of the bottom funnel announcing sales and sales

Videos of all kinds allow you to reach out to people who are unaware or have questions and are ready to buy.

Here are some of them:

 Educational videos about topics 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 the best content.

The home decor business Lulu and Georgia, created the series of 10 parts titled 10 design concepts we live by for reeling into new customers and informing the public:

 Source

 Product awareness that drives series-based information

The hashtag #streetinterview is 7.7B viewings on TikTok which shows that this kind of interviews that are series-based get a lot of attention from viewers.

This is why that 4 of the 10 brands we looked at produce episodic content that includes street interviews. They do them not just to provide top-quality educational content, but also to boost the awareness of their products.

AG1, for instance, records strangers' reactions after offering samples of their supplement drink. The videos of first-time reactions are enjoyable to watch. They also tell viewers about the advantages of AG1 when the host shares why the drink has been beneficial:

Videos that answer frequently commonly asked questions (FAQs)

With time, as you increase your TikTok audience, users have the same queries regarding your products in comments. Use the comments to develop new TikToks answering them.

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

 Source

 Comparison videos

Comparative videos are another option to create middle funnel content.

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

You can see how the that nails with a press-on from other brands are coming off when you wear the nails to perform daily chores ahead of they demonstrate that Glamnetic's nails do not come off doing the same tasks.

Brands selling e-commerce can be emulated the success of their counterparts by "showing" how their products are superior to other products on the market in order to persuade customers to purchase from them.

 Product behind-the-scenes (BTS)

Show how you work on your products, or highlight how they are unique by using these mid-funnel product behind-the-scenes TikToks.

The Ruggable video, as an instance describes how they test their rugs -- with a friendly and fun tone of voice to subtly persuade viewers that their rugs are worth buying:

Pro-tip: Build brand affinity by sharing behind the scenes content, like photoshoots' behind-the-scenes video and highlights of events -for example, Jones Road and Lulu and Georgia are good at this.

 Explainers of the product or how-tos

Another video strategy for convincing potential buyers to buy from you are explanations of your product that demonstrate the different ways to use your product.

The store for stationery and notebooks, Notebook Therapy, creates these videos in support of the latest collection they are launching:

A healthy, natural soda company called OLIPOP adds a twist to these videos by offering recipes of drinks you can make using their soda (think OLIPOP-based Pina Colada and mocktails). Also, they make combo videos that mix two flavors from their line:

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

 Discount, launch of new products and restock announcements

The funnel that is bottom-up, sale announcements, the unboxing process, and launch TikToks let users imagine how they can use the products.

Let's say you've launched the latest collection. Promote it by creating an TikTok like the one below. It will provide an overview of the new offerings. Below is an example

Additionally, if there are many inquiries regarding when the product is due to be replaced, be certain to make restock announcement videos.

This doesn't need to be difficult. Take a look at this video from the company that makes skincare, Pipette Baby. The filmmaker brings products that have been replenished in front of the camera for close-ups before placing them into an unicycle basket.

 Videos to engage customers who have already purchased from you.

In the end, you can use TikToks to share ideas about ways your customers can use the product.

In the case of apparel companies, this would mean giving ways of styling your clothing. Cosmetic brands could share makeup looks or skincare routines customers could attempt. Similarly, food and drink sellers can share recipes.

The OLIPOP flavor combination TikToks are one example here. Another example is the cleaning of products or maintenance tips such as this one from Ruggable about cleaning tiny areas from their carpets:

 3. Incorporate native TikTok as well as polished content to your plan

Nine out of ten e-commerce brands included in this study make use of a mix of real (native videos shot on the app) as well as pre-recorded professional video content on the TikTok channels.

This method is ideal to maintain your TikTok posting schedule because you won't have to think about only sharing professionally edited videos that take an entire team to create.

However, the ideal mix for your channel depends on the type of product you sell and your video strategy.

Notebook Therapy, for instance shares time-lapse video clips of steps-by-step doodle videos that are best used in edits in order to speed up the viewing experience:

4. Plan holiday campaigns in advance

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

For example, feminine hygiene company Thinx partnered with a psychiatry resident for National Stress Awareness Day (relevant to their brand) to provide stress-relief techniques.

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

Use the retail marketing calendar to organize your marketing campaigns -- make 3-5 TikToks for creating hype around any holiday promotion and to drive sales.

 5. Be aware of relevant TikTok developments

Every e-commerce company we examined are quick to adopt TikTok trending topics that relate to their brand.

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

Creating trending TikToks shows your personal brand image, helping to connect with your audience. You also gain recognition and followership as TikTok users that follow the latest trends watch your video.

Make sure you regularly review videos under the Discover tab on TikTok to see trends consumers are reacting to. You can then decide if the trend has relevance to your company before you create the TikTok on it.

 6. Utilize video hooks and patterns interrupts to grab attention

Our study also showed how the majority of TikToks employed video hooks that were engaging (opening scenes) as well as pattern interruptions ( visual changes in a video that refocus viewers' attention) to draw attention of viewers.

Check out this image of OLIPOP where the creator catches attention with a tin-wearing host

Similarly, this Tiktok from Ruggable employs a pattern interruption with a talking dog advertising a sale on a rug that is adorable and distinctive -- to encourage viewers to view:

In order to add hooks that are engaging as well as pattern interrupts to your TikToks Pay attention to your pauses while scrolling through the content on your stream (the For You page).

Eventually, you'll start noticing that captivating video openings have the same characteristics. For example they begin with an edgy quotation, or an inquiry that you're asking. Also, they include pop culture references.

 7. Make use of the green screen effect to tell authentic brand stories

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

By using it to add an intriguing background that is relevant to the topic of you're TikTok will be about, such as a movie poster or the blue ocean, you could make your video visually interesting.

Utilize it to create entertaining stories and make instructional videos or TikToks using pictures or videos that demonstrate your steps.

Another suggestion is to make use of the green screen effect to reuse content that you've made. Think: YouTube videos, pictures on your Instagram as well as blog articles.

AG1 did this by creating the TikTok with the social media manager's head and a background made of stock visuals and screenshots from their 2022 Impact Report.

The host shared three fascinating conclusions from their research, while highlighting how AG1 is in line with them. In doing so, the video hits two birds with one stone. It educates viewers and shows AG1's brand values.

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

A majority of the companies we looked at have created TikToks that feature their founder, employees, or specialists in a niche. great way to showcase the people behind your brand to connect with viewers.

Glamnetic as well as Jones Road, in particular make a great video.

For example, when Glamentic hit 1.2 million sales through Shopify and posted an announcement on TikTok featuring their founder sharing the backstory:

Jones Road, on the other hand, spotlights the founder's efforts for various goals including:

• Answering questions the audience has about their products
• Asking viewers what content they'd want to watch
• and, describing the reason of the process

If your CEO doesn't want to appear on the camera work with your the internal experts in your field for sharing educational content.

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

You can also do Staff picks for a humorous twist with these TikToks:

 9. Put a plan for engagement in place

To allow TikTok to bring in three-digit revenue, it's essential that you create a community there.

The best way to do this is to Engage with the people that follow your account. That's more than just responding to their messages, though. Here are some suggestions:

• Ask followers to use their stitch feature to create TikToks that share their reactions to your videos. Thinx even incentivized users to build these TikToks.

• Shoot short TikToks using the app for responding to feedback about your video. Video responses are particularly useful for addressing questions relating to your product or for helping customers resolve any reservations they may have. Jones Road founder, Bobbi Brown responding to people's criticisms regarding their Miracle Balm becoming sticky is a great illustration here.

• Host giveaways. Pipette Baby hosted one during the summer months and gave away sunscreen (very weather appropriate, isn't it? ).

 10. Collaborate with TikTok influencers to promote the products you sell and increase sales

Almost all brands that we examined collaborate with niche creators. What are the benefits? Growing your following and engagement by increasing brand recognition and trust, as well as driving sales.

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

• Create awareness of a new product
• Reach a new audience
• Make an announcement about a sale

You can also try different strategies using TikTok influencers to determine what gets the most engagement from your audience. You can ask for example, creators to make unboxing videos or on TikToks, sharing reviews of your products.

They can also be asked to create TikToks that show their initial reaction to the product you've created -as SKIMS do with creators:

Finalizing: key takeaways as well as reminders

In conclusion, our top two takeaways of this mini-study are

Each of the TikTok channels we studied use a video strategy place, with brands using TikToks to inform, entertain, engage, and promote.

Most brands share their personality through highlighting their processes behind the scenes as well as highlighting the people who make up their brands in their TikToks. There were a lot of founders and employees-led videos, too.

In order to get started your own account, you must first understand what videos your ideal viewers enjoy on the app so you can design a video strategy for you TikTok account.

Use a variety of videos and interact with your fans. You can also partner with internal employees or subject matter experts and other TikTok creators in order to build your following and increase credibility.

Here's to your success on TikTok