TikTok for E-Commerce Insights into 10 brands' TikTok strategies

In the beginning, when Jones Road Beauty shared their initial TikTok videos that reflected their 'less is more' makeup ethos, they had little expectations of how well they'd perform.

The positive reaction surprised them.

The videos that were bite-sized boosted participation and increased the makeup brand's revenue as per according to Cody Plofker, the Director of Ecommerce. Actually, TikTok contributed 2% of their total income in 2020. This was a figure that increased to 34% by 2022.

How is TikTok capable of delivering this kind of impressive performance?

We reviewed 10 ecommerce brands (including Jones Road) winning at TikTok -- analyzing their strategy including the types of videos they're uploading and the methods they're using to connect with their audience.

The results of our research have been compiled into tactical steps so you can make highly-converting TikToks that help build brand awareness, grow engagement, and boost sales.

Ten steps backed by research to improve your TikTok game

In light of lessons learned drawn from more than 330 TikToks We've compiled our top 11 actions that you can follow:

1. Pay attention to the content and who customers are watching2. Create a full-funnel TikTok strategy
3. Use Native TikTok and polished content within your plan
4. Plan holiday campaigns in advance
5. Stay on top of the latest TikTok developments
6. Use video hooks and patterns to draw the attention of viewers.
7. Utilize the green screen effect to create authentic brand tales
8. Incorporate founder-led, niche expert, as well as employee video clips to the mix
9. Have an engagement plan in place
10. Collaborate with TikTok influencers to promote your products and boost sales

 1. Be aware of the people and things customers are watching

The study of a half-year's worth TikToks from 10 ecommerce brands revealed a crucial point: winning on TikTok takes more than an unspecific grasp of "what" interests your target audience.

Instead, you should dive into:

• Questions your target buyers are they
• The trends they're responding to
• Hashtags that they're looking into (or are actively looking for)
• Also they're following the TikTok creators they're being

Tools like Sparktoro aid in this.

Another option is to type a word relevant to your brand within your TikTok search bar and go through hashtags and keywords that pop up. When you read the comments that users post on TikToks with these hashtags, you will be able to learn about your customers' desires through the application.

Learn about it from the company that makes washable rugs Ruggable. Their TikToks illustrate that they are able to comprehend their customers thoroughly. This clip on coastal cowgirl decor, for example, shows that the team analyzed prevailing fashions on the platform and give advice on interior design trends:

 2. Develop a full-funnel strategy for video to TikTok

Each of the online retailers in our sample set have an integrated video strategy, divided into funnel stages that are at the core of their TikTok brand. You'll find:

• Educational or entertainment top funnel content
• Middle-funnel-related content addresses the concerns that on-the-fence buyers have
• Videos of the bottom funnel announcing sales and sales

The variety of video types can allow you to reach out to people who are unaware are unsure, or are looking to purchase.

Here are a few examples:

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

The brand of health supplements for the gut, AG1 (formerly Athletic Greens) offers wellness advice for top-funnel 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 brand new fans and teaching their audience:

 Source

 Product awareness driving series-based content

The hashtag #streetinterview has 7.7B views on TikTok which indicates that these types of series-based, interviews are popular with viewers.

It's no wonder 4 out of the 10 brands we examined produce episodic content that includes street interviews. They do them not just for top-of-the-line educational purposes, but also to increase brand awareness.

AG1 for instance captures the reactions of strangers after providing samples of their supplements drink. The videos of first-time reactions are entertaining to watch. They inform viewers of the advantages of AG1 when the host explains why the drink has been beneficial:

Videos that answer frequently asked questions (FAQs)

With time, as you expand your TikTok audience, users will ask the same questions about your service in comments. Use the comments to develop fresh TikToks that answer these questions.

AG1 views this as a mid-funnel opportunity since these commenters may be just one step from buying:

 Source

 Videos of comparison

Comparison videos are another idea 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 nail press-ons from different brands falling off after wearing these nails for everyday tasks prior to they demonstrate how Glamnetic's nails don't come off doing the same tasks.

The brands of Ecommerce could be modelled their competitors by "showing" the way they are better than the others in 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.

This Ruggable video, for example, explains how they examine their rug -- with a friendly and fun accent to make the viewer believe that their rugs are worth buying:

Pro Tip: Build brand affinity by sharing behind the scenes content, like photoshoots' behind-the-scenes videos and other highlights from eventsfor example, Jones Road as well as Lulu and Georgia do these well.

 Product explainers or tutorials

Another video strategy that can convince potential customers to purchase from you is 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 adds a turn to the videos providing recipes for drinks that made with their soda (think the OLIPOP-based Pina Colada and mocktails). Also, they make combo videos that mix two of their flavors:

These videos do more than increase sales, but they also help retain existing customers by offering them concepts for fresh flavours and combinations using OLIPOP.

 Discounts, new product launches and restocking announcements

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

Let's say you've launched a new collection. You can promote it using the TikTok similar to the one in the image below, which provides an overview of the new offerings. Below is an example

Plus, if you get many inquiries concerning when an item will be restocked, be sure to create Restock announcement videos.

They don't have to be complicated. Take a look at this video from the company that makes skincare, Pipette Baby. The filmmaker brings replenished items to the camera for a close-up before placing them into an unicycle basket.

 Videos for customers to engage who've purchased products from you

Lastly, make TikToks to share ideas about ways customers could benefit from your product.

For clothing brands it could mean giving ways of styling your outfit. Brands that sell makeup can provide looks or skincare routines customers are able to try. Similarly, food and drink sellers are able to share recipes.

The OLIPOP flavor combination TikToks are a good example here. One more is cleaning tips for products or maintenance tips such as this one from Ruggable for cleaning small marks from their rug:

 3. Incorporate native TikTok and polished content in your approach

9 out of 10 ecommerce companies that participated in this analysis use a mix of authentic (native videos shot through the app) as well as pre-recorded professional product videos on the TikTok channels.

This method is ideal to keep your TikTok posting frequency as you do not have to be concerned about sharing only professionally edited videos that require the time of a group to produce.

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

Notebook Therapy, for instance shares time-lapse video clips of bullet journaling inspiration and step-by-step doodle videos that are best used in edits so that viewers can save time:

4. Plan holiday campaigns in advance

The majority of brands that we looked at also have TikTok events for holidays and events.

For example, female hygiene brand Thinx partnered with a psychiatry resident in celebration of National Stress Awareness Day (relevant to their brand) to provide stress-relief strategies.

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

Use a retailer's marketing calendar to plan your campaigns Make 3-5 TikToks to create excitement around any holiday promotion and to drive sales.

 5. Be aware of the latest TikTok trending topics

Every e-commerce company we examined jump on TikTok trends relevant to their business.

As an example, Ruggable hopped on to speak about the Netflix show, Queen Charlotte but with a creative twist -- posting pictures of rooms featuring their carpets that appear to be inspired by the popular show.

The creation of trending TikToks showcases your brand personality, helping to build a stronger connection with your audience. Additionally, they help you gain recognition and followership because TikTok users following the trend view your content.

Be sure to regularly go through videos in the Discover tab of TikTok to identify trends that consumers are reacting to. You can then decide if the trend pertains to your business prior to creating a TikTok on it.

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

The research also found that how the majority of TikToks utilized video hooks with engaging content (opening scenes) as well as pattern interruptions ( visual changes in the video which shift viewers' attention) to attract viewers.

Consider this illustration of OLIPOP where the creator catches attention with a tin-wearing host

Likely, this Tiktok from Ruggable makes use of a pattern break which is a dog that talks announcing a rug sale which is both cute and unique -- to encourage viewers to view:

In order to add hooks that are engaging and pattern interrupts to your TikToks Pay attention to what makes you pause while scrolling through the videos in your stream (the For You page).

In time, you'll notice the engaging openings to videos share similarities. For instance openings are usually a joke, an inspiring quote or even a query that you have. They also make pop culture references.

 7. Utilize the effect of a green screen to convey authentic brand story

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

By using it to add interesting backgrounds that relate to the topic of you're TikTok will be about, such as the movie's poster or blue ocean, you can create a visually appealing video.

Utilize it to create captivating stories, and to create tutorials or how-to TikToks featuring pictures or videos that demonstrate your steps.

Another suggestion is to make use of the effect of green screens to recycle content you've already produced. Consider YouTube videos, pictures posted on your Instagram or blog posts.

AG1 created an TikTok that featured the social media manager's head, backed by pictures and images of their 2022 Impact report.

The host shared three fascinating conclusions from their research, and also highlighted how AG1 is following them. The video hits two birds with one stone: educates its viewers, and demonstrates AG1's branding principles:

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

The majority of brands we looked at have created TikToks that feature their founder, employees, or experts in their niche -- great way to showcase who your brand is to connect with viewers.

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

In the case of Glamentic achieved 1.2 million orders on Shopify, they posted a TikTok that featured their founder who shared his story:

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

• Answering questions the audience has concerning their products
• Inquiring viewers about what they'd prefer to see
• 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 you can collaborate with your internal subject matter experts to create educational videos.

Another option is to look in the background and include employees on your TikToks. This internal story from an employee of Thinx is a great example:

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

 9. Have an engagement plan set up

In order for TikTok to make the triple digits of sales, it's crucial that to build a community on the platform.

How do you go about doing this is to Engage with the people that follow you. It's not just about responding to their comments though. Here are a few suggestions:

• Invite your followers to utilize their Stitch feature to make TikToks with their comments to your video. Thinx even incentivized its followers to make these TikToks.

• Make fast TikToks using the app in response to any comments made regarding your videos. Videos are especially beneficial for responding to questions related to your product or for helping customers resolve any reservations they may have. Jones Road founder, Bobbi Brown responding to people's remarks about their Miracle Balm as being sticky is a good illustration here.

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

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

The majority of the brands we reviewed partner with niche-focused creators. Benefits? The benefits include growing your followers and engagement by increasing brand recognition and credibility, while also increasing sales.

There are a lot of goals with the alliance, for example:

• Make people aware of a brand new product
• Reach a new audience
• Anounce sales

It is also possible to test different campaigns with TikTok influencers to find out what types of content get the most attention from your customers. As an example, you can ask the creators to create videos of unboxing or TikToks sharing their reviews of your products.

You can also ask them to create TikToks which show their initial reactions towards your product- something that SKIMS does in collaboration with creators:

Wrapping up: Key takeaways, to-dos, and reminders

In conclusion, our top two takeaways from this mini-study include:

All the TikTok channels we examined have a video strategy in place with brands sharing TikToks to inform, entertain or engage and sell.

Many brands showcase their unique personality through highlighting their processes behind the scenes and featuring the humans behind their company in their TikToks. We saw tons of employee- and founder-led videos, too.

To hit the ground running yourself, start with understanding what videos your ideal viewers enjoy on the app so you can create a video strategy for the account. TikTok account.

Use a variety of video types and engage with your followers. It is also possible to collaborate with employees from within, subject matter experts, and even other TikTok creators to grow your following and increase credibility.

Here's to your achievement on TikTok