For Gen Z, TikTok is everything. More than half of American teenagers use the app at least once a day, with 16% accessing it "almost constantly." They're not only finding entertainment - they're also using TikTok as a search engine to find information and inform their purchases. But they're not the only ones – with significant usage across all age groups, TikTok has become an invaluable platform for ecommerce brands to grow their audience and build sales.
This guide will take you through everything you need to know about growing your business on TikTok – from the key reasons you should get involved to the tips and tricks for successful TikTok promotion.
What is TikTok Ecommerce?
TikTok is a popular social media platform. The current version of the platform, launched in 2018, enables users to create and share short-form videos from genres like dance, comedy, and education, ranging from 15 seconds to 3 minutes. The platform initially grew in Southeast Asia, but it's now popular worldwide. It also offers e-commerce features that allow brands with a TikTok business account to set up their own storefronts within the app and connect with potential customers through sponsored content and shopping tags. This enables businesses to showcase their products, drive traffic to their online store, and ultimately increase sales.
Why You Should Promote Your Ecommerce Brand on TikTok
For 35% of all Americans, TikTok was the most trusted platform for finding and purchasing products in 2022. And TikTok's influence is on the rise. The number of social buyers on TikTok is expected to increase from 23 million in 2022 to 37.8 million by 2025.
What's more, for 19% of 18-34-year-olds, TikTok is the social commerce channel they use the most. It's clear that consumers are becoming increasingly comfortable with buying products through this platform.
The famous #TikTokMadeMeBuyIt also adds weight to TikTok's place as a platform that drives sales. The TikTok app has special ecommerce features – making it easy for people to browse and do in-app shopping.
How to Grow Your Brand and Tiktok Shop
Now that you know why you should promote your ecommerce brand on TikTok, it's time to look at the best ways to do it. Here are some of the top tips for successful promotion.
Create branded hashtag challenges
A branded hashtag challenge is when you make an activity or game on TikTok with your own special hashtag. People will then post videos of themselves doing the activity and use the hashtag. It's an easy way to get more people interested in your brand and a great way to encourage user-generated content - where everyday users create content for your brand.
Collaborate with influencers
Influencer marketing on TikTok is a great way to get your brand more visibility. You can work with Tiktok creators to generate sponsored content or collaborate on projects.
When it comes to working with influencers, it's important to identify the right influencer for your brand. Whoever you choose, make sure that their content is aligned with your brand values and mission. You should also pick an influencer with a large following of people who are likely to be interested in your products and services.
Use promoted posts and Tiktok Ads
Promoted posts and video ads are a great way to get more visibility for your brand. You can target these ads to the audience you're trying to reach, whether that's people who already follow you or an entirely new group of potential customers. TikTok Ads can also be tailored to different goals, such as more views, visits to third-party websites, or even more followers.
Read our guide to paid ecommerce ads.
Don't worry about polish
The beauty of TikTok is that it doesn't need to be overly polished or produced. Natural videos – such as how-to tutorials, funny skits, and behind-the-scenes looks at your brand – can often be more effective than professional content. As you start creating content to build your TikTok profile, your main objective should be to create something that will resonate with your target audience - whether that's filmed in a studio or someone's kitchen.
Create branded effects for Tiktok users
Creating custom augmented reality (AR) filters for your brand is a great way to engage with people in a fun and interactive way. It helps create a memorable experience that ties back to your brand and can be shared with others. Mucinex's zombie dance filter, for instance, resulted in a 60% increase in ad recall. Use branded effects to allow people to ad animations to their videos or try out your products virtually.
Track the right metrics
Promoting your ecommerce brand on TikTok is a great way to reach a new generation of consumers. With the right strategy and tactics, you can use TikTok to grow your audience, engage with customers, and increase sales. However, it's important to track the right metrics in order to measure the success of your TikTok campaigns. That way, you'll be able to identify what type of content is working best and adjust your strategy accordingly.
Ready to take your TikTok strategy to the next level? Check out the Emotive guide to TikTok metrics.