How to Promote Your eCommerce Brand on TikTok: A Comprehensive Guide
Since its launch, TikTok has witnessed substantial growth, becoming a powerhouse in the world of social media. A study revealed that it had been the most downloaded photo and video app in the Apple Store internationally back in October 2018. Statistics suggest that TikTok has over 800 million active users, with the US being the hottest market, with nearly 100 million downloads. This massive user base, predominantly composed of teenagers and young adults, provides an unparalleled marketing platform for eCommerce brands.
Why TikTok Matters for eCommerce Brands
Traditionally, TikTok has been considered a platform for short-form, creative content, but it has become increasingly evident that this platform holds immense potential for eCommerce. Despite some initial skepticism, many brands have started embracing TikTok's unique features and engaging their customers in innovative ways. For instance, influencers such as Khloé Kardashian have been posting sponsored content to drive engagement and brand awareness.
Top 5 Tips for Marketing Your Brand on TikTok
1. Native Movies
TikTok is testing in-feed native movie advertisements, which allow brands to subtly promote their products. Recently, a test ad was shown in the US version of the app. This ad, labeled 'Presumably,' invited users to visit the advertiser's website or the Specialized Bikes @specializedbikes profile site within the app. The music that followed the clip was tagged, enhancing the ad's visibility. These native movie ads are the same length as ordinary TikTok videos (9-15 seconds), full-screen like Instagram Stories ads, and can include call-to-actions for app downloads and website visits. Engagement metrics such as full movie reviews, video plays, and click-through rates are supported.
2. Influencer Marketing
Influencer marketing is a natural fit for TikTok, and brands should leverage this opportunity. Influencers can effectively promote sponsored content in a natural, authentic manner that resonates with their followers. While it's tempting to control the influencers' voice, it's crucial to respect their style and presentation. As new trends emerge, influencers can quickly adapt and remain relevant. Calvin Klein's rebranding effort in 2018 is a prime example of successful influencer marketing on TikTok. By collaborating with influencers, brands can achieve significant returns on investment.
3. Keeping an Eye on Trends
TikTok is known for its rapid turnover of trends, often changing daily. Staying up to date with what consumers are interested in can help brands stay relevant. Influencers who understand these trends can provide valuable insight into what content is likely to perform well. For instance, Haidilao, a restaurant chain, successfully used user-generated content (UGC) to promote its DIY dining experience. Over 15,000 customers opted for this option, and over 2,000 videos were shared on TikTok, generating millions of views.
4. Upcoming Features: 3D/AR Lenses
TikTok is experimenting with Snapchat-style 2D lens filters for photos and videos. These features could offer new advertising possibilities, allowing brands to create immersive and interactive experiences for their audience. Brands can leverage these features to create engaging and shareable content, further boosting brand awareness.
5. User-Generated Content
User-generated content (UGC) should be a cornerstone of any TikTok marketing strategy. Brands should encourage customers to create content related to their products. Providing incentives, such as prizes or rewards, can motivate users to share their creations. Successful brands like Haidilao have seen significant success with UGC campaigns, which not only engage users but also create authentic brand interactions. For instance, over 50 million views were generated through user-generated content on TikTok.
Final Thoughts
TikTok is a rapidly evolving platform, and brands need to adapt to stay relevant. While some skepticism may exist, it's imperative for eCommerce brands to embrace TikTok's potential. Start by creating a profile on the platform and launching small, low-cost promotional campaigns. As you gain more experience and understanding of the platform and its audience, you can scale your marketing efforts. Emphasizing user-generated content, influencer marketing, and staying up-to-date with trends can significantly enhance your brand's visibility on TikTok.