Using TikTok for Ecommerce Marketing

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TikTok is a newcomer to the social media world, having launched as A.me in 2016 in Beijing, China. Once considered a fleeting phase, TikTok now has over 200 million downloads in the United States and 2 billion worldwide. It is one of the most downloaded applications on Google Play and the Apple App Store.

It’s hard to ignore the TikTok craze.

So how can traders benefit from it? I explained how Pinterest and Instagram are photo-forward and highly structured. But TikTok is a weird mishmash of seemingly everything videos you can think of.

But here’s the important thing: TikTok is all about viral videos, those shared far and wide by hundreds of thousands of users. While no one can guarantee that a video goes viral, there are strategies for delivering your content to the #ForYou section, a page in the app where users scroll down and discover new content.

“The For You feed is one of the defining characteristics of the TikTok platform,” according to a TikTok blog post. “Part of the magic of TikTok is that there isn’t a stream for you – while different people may stumble upon some of the same great videos, each person’s stream is unique and tailored to that individual. specific.”

So even if it doesn’t go viral, your video could still be seen by a lot of potential customers if you follow a few basic rules and posting methods.

More video views

Be brief. Much of TikTok’s #ForYou stream algorithm is based on viewing time. TikTok monitors the video completion rate – the average watch time versus the duration of the video. The higher the ratio of watch time to video duration, the better the chance that your video will appear in more #ForYou streams. You are more likely to get a user to watch 14 seconds of a 20-second video than 34 seconds of a 50-second video. Shorter videos will naturally increase the video completion rate, which is essential.

Another way to ensure longer viewing time is to commit from the start. It means getting straight to the point without introductions or long pauses.

Here is an example. A user starts with exactly the information they will share (hashtags), speaks clearly but quickly, and doesn’t ramble.

Follow musical trends. TikTok started out as a music app. So it makes sense that popular and viral videos contain trending songs. And finding trending sounds is easy. Head to the “Discover” tab in the app. There you will find notations indicating whether music (or noise) is a “trending sound”.

“Buss it” by Erica Banks and “drivers license” by Olivia Rodrigo are “trending sounds” on TikTok.

When you upload a video or image to create your own TikTok, you have the option to add “Sounds” with a choice of top 40 sounds and songs, viral, new, and recommended.

Screenshot of a TikTok screen with "Sounds" connect.

When you upload a video or image to create your own TikTok, you have the option to add “Sounds”.

Choose “viral” to find the most chosen sounds right now, improving the chances that your TikTok will be trending and be seen by more viewers. Also be sure to use the sound as a hashtag ‚for example, #bussit.

Follow trending hashtags. To create trending videos, explore trending hashtags, then produce your own video based on what you find.

Screenshot of a TikTok screen displaying hashtags.

Explore trending hashtags and create your own video based on what you find.

Stay on top of viral content. Trending content consists of hashtags, songs, and people widely shared by app users. Viral content, however, is shared across media and other outlets – beyond the TikTok platform. Therefore, creating trending content is doable (but not easy). Viral content is much more difficult.

The good news? You don’t need to create a large number of subscribers for your content to be seen or go viral. Take the 90-year-old Ocean Spray brand, for example. He rose to viral fame when TikToker Nathan Apodaca posted a video of himself skateboarding, drinking Ocean Spray cranberry juice and listening to Fleetwood Mac’s “Dreams”.

TikTok has gone viral, pushing Fleetwood Mac’s 1977 hit single “Dreams” back to the charts and tripling sales, NPR reported. Ocean Spray also benefited from this viral sensation: the value of its inventory doubled overnight – and it didn’t have to do any work!

Take advantage of trends. If it’s not possible to create professional TikTok content, ask your friends to post videos using your products. Take advantage of current TikTok trends and viral content like Ocean Spray did. Christina Ferzli, Head of Global Corporate Affairs and Communications, said: “We [Ocean Spray] splashed around with [TikTok], but it accelerated our use of the platform, ”noting that the #OceanSpray hashtag now has 27.5 million views.

TikTok launched a Creator Marketplace to help businesses connect with already popular content creators. This will help you locate designers who are aligned with your brand to better see your products.

Create ads. Shopify recently partnered with TikTok to bring commerce to the platform. Shopify merchants will need a TikTok for Business account. This will allow marketers to use shoppable video ads that appear in a feed, much like shoppable Instagram posts and videos I talked about. These purchasable TikToks will be connected to your Shopify store to facilitate consumer payment.

Include a call to action. Include a call-to-action for what you want viewers to do next, such as visit your online store. In this case, the CTA would be something like “Head to the link in the bio”. This is the TikTok Profile Bio, which would include your website URL. For more engagement, try a CTA like “Like for Part 2” or “Comment below!” “


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