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How To Market Your E-Commerce Brand On TikTok
TikTok, which was launched 5 years ago in China by ByteDance, has become the beehive of social media activities. It is now one of the most downloaded apps on both the Android and iOS stores. Recent statistics have shown that it has been downloaded over 2 billion times throughout the entire world, with more than 200 million downloads in the United States alone.
One of the best things about TikTok is that it involves sharing short videos as opposed to Pinterest or Instagram which are more picture inclined.
Due to the large number of TikTok users, videos shared reach a wide array of people. These videos range from singing “Dark horse” by Katy Perry, to giving food to the homeless, to monkeys opening packages of zippers. Just make a video of anything you can think of and you could go viral.
According to a blog post on TikTok, the ForYou section where new trending content is discovered by users is one of the best features of the app. Although the same video might be seen by different people (with similar tastes), the feeds shown are diversified and tailored to everyone’s preferences.
Even though not every video made and uploaded to TikTok goes viral, there are methods to make potential clients see your products using good TikTok e-commerce marketing strategies.
Here are some.
Keep Your Videos Short and Precise
It is easier to pay attention to a 15 second video than to a 45 second video. The longer the video, the more the attention span decreases. Pass concise and clear information about your product in the shortest possible way. No serenading or long pauses, it is not a motivational talk.
Minus the human factor, TikTok’s artificial intelligence algorithm watches out for shorter videos. Since your video completion rate is always being monitored, you have a higher chance of your videos being seen on more #ForYou feeds when they are shorter.
Know the Trending Songs
The Discover tab on TikTok which shows songs, sounds, hashtags, or videos, notifies users about trends. Due to its merge with musical.ly, which was a music app, TikTok videos often feature music in its background.
When creating videos, the app allows users to choose background music from a wide variety of music genres which includes viral or new songs. These videos can be edited with speed adjustments before uploading.
Recently, there was the viral silhouette challenge which involved a combination of two different genres of songs mashed up into one. Paul Anka’s 1959 song “Put Your Head on My Shoulder,” followed by Doja Cat’s “Streets”. Therefore, the inclusion of a trending song and using the sound as a hashtag (e.g., #SilhouetteChallenge) when uploading your video improves your chances of it being seen by a lot of people who are following the trend.
Take Advantage of Trending Hashtags
Try creating your video content based on current trending hashtags. Like songs, hashtags trend. The inclusion of these hashtags in your videos increases the number of people who might see your content. Also, tailor your videos to these hashtags to ensure they have matching content.
Keep Up with Viral Contents
Trends are good, but viral contents are better. This is because they get to be seen elsewhere other than the originating social media app. The best part is that just about anyone or anything can go viral. You do not even have to be a celebrity or an influencer for your content to go viral, nor do you need to have a large number of followers.
CeraVe moisturizers and cleansers sold out last summer and this happened because a satisfied random TikTok user made a video about its skin-healing powers. This went viral, got picked up by licensed dermatologists, the biggest skincare influencer on TikTok, and the entire internet. It also brought about an 82% increase in revenue generated from sales alone causing this 15-year-old brand to sell out almost everywhere.
Make Your Products Trend
Take good use of TikTok influencers. A Creator Marketplace has been created by TikTok. This connects businesses with popular influencers. These are professional content creators (usually) with many followers who can make your products trend by convincing others to try them out. It is important to choose the right influencer for your products.
A cheaper alternative is employing the help of your family and friends. All they must do is to make and upload videos (with a hashtag) showing how your products can be used. Gradually, it could get picked by others and find its way to the trend list.
Use of Targeted Advertisements
Like Facebook, Instagram, and other social media applications, TikTok also makes provisions for sponsored advertisements, subscriptions, and promotions.
Instead of creating a normal account, the TikTok for Business account makes provisions for advertising your business. It allows you to include information relating to your products, such as your contact information, as well as your business website link. This type of account also gives you an insight into who your followers are and how best to convince them to try out your products. You get to choose from a wide range of ad formats and package subscriptions which could be weekly or monthly.
The TikTok Topview ads package is the best and most expensive because it makes sure your product’s non-skippable video is what users see as soon as they open their app. There are also Brand Takeover ads and In-Feeds ads which are all packages tailored to suit your pocket and target market. This might be a bit expensive for small-time businesses but it is definitely an investment worth making.
Engage Your Viewers
One of the best ways to turn viewers into customers is by making use of call-to-action (CTA). CTAs are words or phrases that tell your viewers what you would like them to do when they see your video.
“Give us a try,” tells them you would like them to use your products.
“Check out link in Bio” informs them about your website’s URL.
Make them catchy enough. Not too short and not too long. Just perfect enough to get them compelled.
