TikTok to e-commerce The top 10 Ecommerce brands' TikTok strategies

In the beginning, when Jones Road Beauty shared their first TikTok videos based on their "less is more" makeup philosophy and had low expectations of how well they'd perform.

The positive reaction surprised them.

The bite-sized videos drove participation and increased the makeup brand's revenue as per according to Cody Plofker director of Ecommerce. Actually, TikTok contributed 2percent of the company's total revenue in 2020, a increase to 34% by 2022.

What is it that makes TikTok able to drive these impressive results?

We analyzed 10 online stores (including Jones Road) winning on TikTok and analyzed their approach, which includes the type of videos they're posting as well as the methods they're using to connect with their audience.

We've summarized our findings as tactical steps so you can develop high-converting TikToks that help build brand awareness, grow engagement, and increase sales.

Ten steps backed by research to improve your TikTok game

Drawing on the lessons learned taken from more than 330 TikToks We've compiled our top 11 action steps that you can follow:

1. Watch out for which and what your customers' watch2. Create a full-funnel TikTok strategy
3. Include Native TikTok with polished, branded and native content within your strategy
4. Plan holiday campaigns in advance
5. Be aware of relevant TikTok trends
6. Utilize video hooks and pattern interruptions to grab attention
7. Make use of the green screen effect to tell authentic brand stories
8. Add experts from the founders, niche experts, and employee-led videos into the mix
9. Have an engagement plan in place
10. Work with TikTok influencers in order to market your products and boost sales

 1. Watch out for the people and things customers are watching

The study of a half-year's worth TikToks from 10 online retailers revealed a crucial point: winning on TikTok requires more than just an understanding of "what" is important to your audience.

Instead, dive deep into the following:

• Questions your target buyers are they
• The trends they're responding to
• Hashtags they're exploring (or are actively looking for)
• and, of course they're following and, the TikTok creators that they're being

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 the hashtags that show up. By reading the comments people make on TikToks using these hashtags, you'll be able to determine your target audience's interests in the app.

You can learn more about this from the brand of washable rugs Ruggable. Their TikToks demonstrate that they know their audience well. The video about the coastal decor of cowgirls, as an instance, shows how the team's research into the current fashions on the platform and provide interior design tips and trends:

 2. Make a full-funnel, video-based strategy for TikTok

All the ecommerce players included in our test set use a a video strategy divided by funnel stages, which are the basis of their TikTok branding. So you'll see:

• Top funnel educational or entertainment media
• Middle-funnel content that addresses concerns that buyers who are on the fence have
• Videos of the bottom funnel announcing sales and sales

Videos of all kinds help you reach those who may be unaware or have questions and want to buy.

Here are a few examples:

 Videos that teach about subjects overlapping your audience's interest as well as your business's value

The brand of health supplements for the gut, AG1 (formerly Athletic Greens) provides wellness-related tips to high-quality information.

Similarly, home decor company Lulu and Georgia, created this 10-part series titled, 10 design concepts that we follow for bringing in brand new fans and teaching their audience:

 Source

 The need for awareness of products is that drives series-based information

The hashtag #streetinterview gets 7.7B viewers on TikTok which shows that this kind of interviews that are series-based are popular with viewers.

There's a reason four out of 10 brands we studied produce episodic content that includes street interviews. These interviews are not only for their top-funnel educational content, but also to boost brand awareness.

AG1, for instance, record the reactions of people who have been giving samples of their supplement drink. These first-time reaction videos are fun to watch and also tell viewers about the benefits of AG1 as hosts explain how the drink is helpful:

Videos that answer frequently requested questions (FAQs)

As you increase your TikTok audience, users will ask the same questions regarding your products in comments. Source those questions to create new TikToks to answer them.

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

 Source

 Comparison videos

The idea of comparison videos is another one for middle funnel content.

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

Take note of how they display press-on nails from other brands coming off when you wear the nails to perform daily chores ahead of they show that Glamnetic's nails do not come off when you perform the same task.

The brands of Ecommerce could be modelled the success of their counterparts by "showing" how their product is better than competitors in order to persuade customers to purchase from their brand.

 Product behind-the-scenes (BTS)

Show how you work on your products, or highlight what makes them unique with these mid-funnel product behind-the-scenes TikToks.

The Ruggable video, as an example describes how they evaluate their rugs by using a relaxed and entertaining tone of voice to subtly persuade viewers that their rugs are worth the purchase:

Pro Tip: Build brand affinity by sharing behind the scenes content, such as photoshoots' backstage content and event highlights -The gangs of Jones Road along with Lulu and Georgia do these well.

 Product explainers or tutorials

Yet another video idea that can convince potential customers to purchase your product are explanations of your product that demonstrate how to utilize your product.

Notebook and stationery store, Notebook Therapy, creates these videos for the new collection they are launching:

A healthy, natural soda company called OLIPOP takes a slight twist to these videos by sharing recipes for drinks made with their soda (think the OLIPOP-based Pina Colada and mocktails). The brand also makes combination videos, which mix two of their flavors:

These videos do more than promote sales but also keep loyal customers with ideas for new flavors and combinations to try using OLIPOP.

 Discount, product launch and restocking announcements

The funnel that is bottom-up the sale announcements, the unboxing process, and the launch TikToks let users imagine themselves using the products.

Imagine that you've just launched an exciting new line. You can promote it using a TikTok such as the one shown below. It will provide details of the latest products. This is an example of how to do it:

Additionally, if there are lots of questions about when a certain product is due to be replaced, be sure to create Restock announcement videos.

They don't have to be complex. Check out this sample from the skincare brand, Pipette Baby. The video creator brings the restocked items in front of the camera for a close-up prior to placing them in a basket:

 Videos for customers to engage who've already bought from you

Finally, create TikToks that discuss ways that the customers will benefit from your product.

For apparel brands that sell clothing, this could include sharing ways to style your outfit. Cosmetic brands could share makeup looks or skincare routines customers are able to test. Similarly, food and drink sellers can share recipes.

The OLIPOP flavors in TikToks are an illustration of this. Another example is the cleaning of products or maintenance tips like this one from Ruggable about cleaning tiny areas from their carpets:

 3. Make sure to include native TikTok and polished content into your plan

Nine out of ten e-commerce companies that participated in this study make use of a mix of real (native videos shot using the app) and professionally-produced, pre-recorded product videos on the TikTok channels.

This approach is great to keep the TikTok posting schedule as you do not have to think about only sharing professionally edited videos that take a team to make.

The ideal combination for your channel is contingent on the nature of your product and video strategies.

Notebook Therapy, for instance shares time-lapse video clips of steps-by-step doodle videos that are best watched in edited versions so that viewers can save time:

4. Plan holiday campaigns in advance

A majority of the companies we studied also plan TikTok campaigns for upcoming holiday and other events.

For example, female hygiene brand Thinx partnered with a psychiatry resident for National Stress Awareness Day (relevant to their branding) to share stress relief techniques.

Similar to that, Glamnetic posted makeup looks in honor of Pride month:

Utilize a Retail marketing calendar to organize your marketing campaigns -- make 3-5 TikToks to generate excitement about an upcoming holiday offer to increase sales.

 5. Keep track of current TikTok trending topics

All ecommerce companies we studied take advantage of TikTok trends relevant to their business.

In one instance, Ruggable hopped on to talk about the Netflix show, Queen Charlotte but with a fun approach -- sharing photos of the rooms they've decorated with their rugs that look like they're from the trending show:

Creating trending TikToks shows your brand personality, helping you connect better with your audience. Additionally, they help you gain recognition and followership because TikTok users who are following the trends view your content.

Review regularly videos in the Discover tab on TikTok to identify trends that people are reacting to. You can then decide if the trend is relevant to your brand prior to creating the TikTok about the trend.

 6. Use video hooks and pattern interrupts to capture attention

The research also found that how the majority of TikToks used engaging video hooks (opening scenes) and pattern breaks ( visual changes within a video which refocus on the viewers' eyes) to attract viewers.

Consider this illustration from OLIPOP where the creator gets noticed with his tin-clad host

Similar to this, the Tiktok of Ruggable makes use of a pattern break which is a dog that talks announcing a rug sale which is adorable and distinctive in order to entice people to watch:

In order to add hooks that are engaging and pattern interrupts to your TikToks, pay attention to what makes you pause as you scroll through content on the feed (the For You page).

In time, you'll notice that engaging video openings share similarities. For instance, they open with a joke, an inspiring quotation, or an inquiry which you've got. They also make reference to pop culture.

 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 in the section called Create) allows you to overlay any video or image on your background.

If you use it to provide an intriguing background that is relevant to what your TikTok is about, say the movie's poster or blue ocean, it can enhance the visual appeal of your TikTok video.

Use it to tell captivating stories, and to create instructions or TikToks using videos or images that illustrate the steps you're sharing.

Another option is to utilize the green screen effect to reuse content that you've created. Think: Instagram photos, YouTube videos, images posted on your Instagram, or published blog content.

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

The host shared three fascinating takeaways from their research and also highlighted how AG1 is adhering to their principles. In doing so, the video kills two birds with one stone. The video educates its viewers and shows AG1's brand values:

 8. Add founder-led, niche expert and employee video clips to the mix.

The majority of brands that we examined have TikToks with their founder, employees, or specialists in a niche. an excellent way to show who your brand is to connect with viewers.

Glamnetic and Jones Road, in particular make a great video.

For example, when Glamentic hit 1.2 million orders on Shopify the company posted a TikTok featuring their founder sharing details of the event:

Jones Road, on the opposite, highlights their founder for different objectives including:

• In response to audience questions regarding their product
• The goal is to ask viewers for content that they'd like to watch
• And, explaining the story behind creating a product

If the person who is in charge doesn't wish to be on camera, however work with your specialists from within the company for sharing educational content.

Yet another idea is to look to the back of the house by displaying employees in your TikToks. The inside story of a model who works with Thinx is a great illustration:

It is also possible to make your own staff selections to give you a fun new twist using these TikToks:

 9. Put a plan for engagement in place

In order for TikTok to bring in three-digit revenue, it's essential that to build a community on the platform.

What is the best method to do this is to Be in contact with people who follow you. This goes beyond replying to their posts, but. Here are a few suggestions:

• Request followers to use the Stitch function to create TikToks with their comments to your video. Thinx even incentivized their followers to create these TikToks.

• Create quick TikToks on the app in response to any comments made on your videos. Responses to videos are extremely beneficial for responding to questions related to your product or for solving any issues buyers may face. Jones Road founder, Bobbi Brown, responding to comments about their product Miracle Balm as being sticky is a good instance here.

• Host giveaways. Pipette Baby hosted one in the summers offering sunscreen (very appropriate for the season and appropriate, isn't? ).

 10. Partner with TikTok influencers in order to advertise the products you sell and increase sales

The majority of brands that we examined collaborate with niche creators. The benefits? The benefits include growing your followers and engagement by increasing brand recognition and credibility, while also increasing sales.

There are a lot of objectives with this partnership such as:

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

It is also possible to test different strategies using TikTok influencers to determine what gets the most engagement from your customers. As an example, you can ask the makers to create unboxing videos or on TikToks, sharing reviews of your product.

They can also be asked to create TikToks that show their initial reaction to the product you've created -- something that SKIMS does for creators

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

Our top two takeaways of this mini-study are

Every one of the TikTok channels we examined are using video strategies in place with brands sharing TikToks to educate, entertain or engage and sell.

Most brands share their personality by sharing their secret processes and highlighting the human beings behind their company in their TikToks. There were a lot of founders and employees-led videos too.

In order to get started yourself, start with understanding which types of content your potential viewers are looking for on the app. Then, you can create a strategy to use video on the account. TikTok account.

Use a variety of videos and interact with your followers. It is also possible to partner with internal employees as well as subject matter experts and even other TikTok creators in order to build your followers and your credibility.

Let's see your great success through TikTok