TikTok Advertising: A Information for Ecommerce Manufacturers

TikTok has developed from a platform identified for viral dance strikes to a spot of speedy product discovery.

Manufacturers large (like Ray-Ban) and small (like Scrub Daddy) have grown to hundreds of thousands of followers and seen exponential ROI

For ecommerce enterprise homeowners and entrepreneurs, leaping on this bandwagon is totally different to leaping on Fb and Instagram.

On this article, you’ll discover ways to acquire traction on TikTok to develop consciousness, site visitors, and acquisition.

Why ought to your model be on TikTok?

TikTok customers spent $2.5 billion on the platform in 2021, in accordance with SensorTower—greater than on another app. App Annie predicts spending will quickly surpass $3 billion

These figures spotlight the truth that TikTok customers are naturally engaged with social procuring, though it’s not an e-commerce platform. Some 67% of customers say they’re impressed to buy on TikTok even once they weren’t planning to take action. 

TikTok analysis into consumer conduct reveals that 37% of customers uncover a product and instantly wish to purchase it. Practically a 3rd have tried to purchase one thing solely to search out it was offered out. 

The New York Instances named this urge to purchase one thing the “TikTok Feta Impact,” after a viral recipe for baked feta pasta resulted within the cheese promoting out nationwide within the U.S.

Screenshot of TikTok Feta Effect

The TikTok shopping for craze even has its personal viral hashtag: #TikTokMadeMeBuyIt. This hashtag has turn into a one-stop TikTok store for the extraordinary merchandise ecommerce companies promote on the platform, with over 20 billion views and counting.

The advantages of TikTok for ecommerce manufacturers don’t begin and finish with a sale. Mother or father firm ByteDance sees the trail to buy as an infinite loop: 

Screenshot of Purchase Infinite Loop

Individuals uncover, contemplate, and purchase merchandise, then submit about their purchases and unfold consciousness

As an alternative of attempting to drive shoppers onto the linear buy path of the previous, TikTok’s path to success has relied on placing the facility into our customers’ fingers, constructing round their behaviors, and following their lead.

By listening to the TikTok group, we meet customers the place they wish to be met, and it’s not within the funnel. Somewhat, it’s an infinite loop with no begin or finish level, and it empowers manufacturers to determine extra significant relationships with shoppers that end in communities of name loyalists, repeat purchases, and better spending. [via TikTok]

TikTok’s engagement powers are second to none. Customers spend on common 10.85 minutes per session on the app—greater than double Pinterest and triple the time spent on Instagram. 

Screenshot of mobile social networking apps average session duration

The prolonged time spent makes TikTok fertile floor for establishing significant relationships with customers. 

However is it simply children and Gen Z scrolling and shopping for on the app? 

TikTok’s consumer demographic is broader than generally thought. 1 / 4 of its customers fall within the 10–19 class, however over 60% is pretty evenly break up between customers of their 20s, 30s, and 40s. The remaining 11% of the consumer base is over 50. 

Screenshot of TikTok’s User Demographic

With over 1.5 billion month-to-month energetic customers, there’s a large viewers to develop your enterprise, no matter your goal demographic

Learn how to use TikTok to develop your model 

TikTok is constructed on discovering recent content material. Its For You Web page (“FYP”), TikTok’s model of the house feed on Twitter or Fb, is an infinite video stream. These movies are customized based mostly on previous interactions and predictions about what customers interact with most. 

On this means, TikTok’s feed is much like the prompt content material that different social media platforms serve up. It stands out on its potential for getting content material seen; your variety of followers doesn’t restrict your visibility. 

In different phrases, in case your content material is participating, you stand as a lot probability of going viral as any main model with hundreds of thousands of followers. 

For instance, after initially selling her vary of scrunchies on Instagram, Enchanted Scrunch founder Dasha Derkach began posting on TikTok

Her first video about beginning a enterprise received 15K views, which resulted in 10 orders. From there, views elevated for every video powering the channel to recover from three million likes.

Screenshot of Enchanted Scrunch Tiktok Account

TikTok now accounts for 90% of the model’s gross sales, serving to it develop from small enterprise to six-figure firm with over 182k followers. 

It has considerably boosted our gross sales. Earlier than TikTok, we received round two orders per week, then as soon as we began round 100 per week, now we additionally do TikTok Lives practically day by day and get nearly 500 orders per week! [via Shopify]

To faucet into this viral potential and purchase clients, your movies have to land in your viewers’s FYP. Listed below are some ways that can assist you acquire traction.

Above all else, make entertaining movies

GWI analysis into how individuals use social media revealed that almost all of individuals primarily use TikTok to search out entertaining content material (i.e. content material receivers). This units the app aside from Instagram and Snapchat, which individuals primarily use to submit their very own content material. 

The query to ask your self is: What does my viewers discover entertaining?

Take a look at your buyer knowledge. Which sort of content material will get essentially the most engagement on different social networks? What issues does your viewers look to you to unravel?

Subsequent, take a look at how your competitors engages their audiences on TikTok. 

For instance, how lengthy are their movies? Analysis from Invideo reveals that brief movies of 15 seconds or much less have a median watch time of over 90%. This decreases because the video will get longer, with 30 seconds clips receiving a 50–60% common watch time. 

This isn’t to say longer movies are nugatory. TikTok reviews that movies over one minute obtain over 5 billion views. Look at what’s working in your business and break up check several types of content material and video lengths to see what resonates.

Analysis will enable you set up a distinct segment and elegance that you should utilize to create familiarity. It should additionally enable you hone in on a particular viewers. Noble Leather-based Co. has turn into identified for its entertaining ASMR content material by creating content material across the #OddlySatisfying pattern. 

Screenshot of Noble Leather Tiktok Account

Milk Bar focuses totally on dessert recipes. A lot of which characteristic its merchandise. 

Screenshot of Milk Bar Store TikTok Account

In each examples, video size varies. Customers are drawn in by the story of what’s being made and the entertaining means it’s being advised.

Maximizing the attain of your content material is pushed by two issues: hashtags and sounds.

When customers interact with movies which have sure hashtags, TikTok populates their FYP with related content material. 

TikTok’s Uncover web page provides an outline of what’s trending on the platform. Cross-reference trending hashtags with matters that curiosity your viewers. 

Observe: In a characteristic check for some customers, TikTok has changed the Uncover tab with a Associates tab (encouraging customers to work together with contacts). The Uncover tab remains to be accessible on desktop. You can even study what’s trending on information websites resembling Mashable and Fanbytes’ weekly TikTok tendencies e-newsletter

To achieve as a lot of your viewers as potential, experiment with a mixture of seasonal and evergreen tendencies. 

Seasonal tendencies attraction to what’s sizzling on the time (e.g., #Thanksgiving, #Christmas, and #SuperBowl). 

Evergreen tendencies aren’t time-sensitive, which means older movies keep related for longer (e.g., #magnificence, #vogue, and #baking).

For instance, Heinz ran a faux advert to unfold the enjoyment of Christmas and capitalize on the short-term #ChristmasAd hashtag. 

Screenshot of Heinz Tiktok Ad to spread the joy of Christmas

Its account largely focuses on enduring hashtags resembling #easyrecipe, which has over 22 billion views. 

By mixing up evergreen and trending content material, you possibly can guarantee your channel by no means turns into stale. It additionally lets you constantly attraction to new customers who come to TikTok in quest of leisure.  

Rising your viewers with sounds

TikTok movies play with audio on by default, making the soundtrack as vital because the visuals for grabbing consideration

“Sounds” are audio clips from songs, films, or different TikTok movies which you can add to your content material. 

TikTok treats audio the identical as hashtags. If a consumer engages with a video that has a sure sort of sound, TikTok will present them movies with related sounds. 

For instance, for those who watch a video that’s dubbed over a clip from an episode of “Associates,” TikTok will populate your FYP with extra sound clips from Associates. 

Yow will discover which sounds are trending by tapping the + icon within the TikTok app, heading to Sounds, then TikTok Viral.

Screenshot of TikTok Sounds

TikTok’s Artistic Center additionally publishes a rundown of the highest trending sounds which you can obtain and place in your movies.

TikTok, greater than another social platform, is pushed by spontaneity. There’s no telling what’s going to go viral. The place else would one thing like consuming frozen honey appeal to 1.7 billion views?

Embrace experimentation in your content material. Use sounds which might be as offbeat as your model voice will permit. However don’t drive it. 

The fantastic thing about TikTok is that it’s enjoyable and real with out pushing gross sales.      

Make your self memorable with a branded theme

The struggle to get on the FYP of your viewers places you in competitors with an limitless variety of different movies TikTok deems related for his or her matter or sound. 

To face out, create a theme to make your content material distinctive and constant.

Mattress firm Purple, for instance, options the colour purple in every of its movies to create a memorable aesthetic. 

Screenshot of Purple TikTok Account

Even movies that aren’t product-related characteristic intelligent use of purple in clothes, equipment, or captions. 

The advertising and marketing “Rule of Seven” states that an individual must see a message no less than seven instances earlier than it sinks in. This helps the notion that individuals study and bear in mind by repetition. 

Purple’s constant use of coloration implies that individuals seeing its movies (or different movies with a sure shade of purple) affiliate the colour with the model. This creates top-of-mind consciousness, permitting them to face out from rivals that blend up their advertising and marketing messaging

Scrub Daddy makes use of themes in another way, with a video collection that follows a yellow scrubber on adventures. 

Screenshot of Scrub Daddy TikTok Account

It’s bizarre and chaotic, however it works. The yellow scrubber being a fixture creates consistency, whereas Scrub Daddy’s use of trending audio clips lets them benefit from TikTok’s algorithm. 

This technique helped the corporate develop to over 2 million followers with a TikTok ROI that entrepreneur and CEO Aaron Krause says is “hundreds of p.c.”

Use your model or product as a central theme to your TikTok content material. Repetition and consistency create familiarity, which builds belief, making individuals extra seemingly to purchase. 

Set your viewers a problem to create user-generated content material

To know perceptions of the platform, TikTok commissioned a Neilsen research. It revealed that customers discover TikTok content material to be genuine and real. 

This research’s findings mirror what shoppers wish to see from manufacturers. In accordance with a report from Stackla, now Nosto, there’s a disparity between what entrepreneurs assume they’re doing (creating genuine content material) and what shoppers truly see:

Screenshot of disparity percentage of what marketers think they’re doing and what consumers actually see

The report additionally discovered that 83% of individuals consider retailers ought to present extra genuine on-line procuring experiences pushed by consumer-created content material. 

That resonates with TikTok’s base. Consumer-generated content material (UGC) movies are 22% more practical on TikTok than branded movies. 

Individuals are likely to belief it extra as a result of it provides the content material individuals search.

Screenshot of Report showing what type of content is most authentic

Stackla analysis demonstrates that 79% of shoppers are influenced to buy by UGC, in comparison with simply 12% who’re influenced by brand-created content material. 

UCG additionally acts as a type of social proof, making it a cheap advertising and marketing tactic.

For those who’re delivering nice buyer experiences, UGC can occur organically. #TikTokMadeMeBuyIt is stuffed with individuals sharing their ideas on merchandise they’ve bought within the app. 

Nevertheless, these critiques are out of your management. To amass UGC strategically, give your viewers a motive to create.

Provide you with a hashtag problem that prompts customers to finish a process and add it to their account.

For instance, to unfold consciousness for its free supply on digital orders, Chipotle created the #ChipotleLidFlip problem that inspired customers to duplicate an worker’s spectacular means of assembling burrito bowls. This resulted in 111,000 submissions and record-breaking gross sales. 

Screenshot of a fan doing chipotle lid flip challenge on TikTok

By partnering with YouTube influencer and Chipotle fan David Dobrik, Chipotle tapped into a big viewers and constructed preliminary momentum. 

Its wider success may be attributed to its simplicity: the lid flip problem was enjoyable and straightforward to attempt. All contributors wanted was a telephone and a burrito bowl. 

Create a low barrier to entry. Preserve hashtags easy in order that they’re memorable and straightforward to spell. Let individuals be part of within the enjoyable with none specialist gear. 

To achieve extra traction, contemplate partnering with influencers in your area of interest (extra on this quickly) or providing a tangible incentive. 

GymShark, for instance, received individuals to participate in its 66 Days: Change your Life health problem (#gymshark66) by giving them the possibility to win a GymShark membership.

Screenshot of TikTok influencers like the Wilking Sisters, Antonie Lokhorst and Rybka Twins collaborating with Gymshark

This incentive is efficacious to the model’s viewers of health fanatics and relatable to the problem. 

It helped drive the marketing campaign to 193 million views, rising the corporate’s model consciousness and serving to GymShark construct a group on the platform within the course of.

Associate with creators to seize extra consideration

To generate curiosity in your product, companion with TikTok influencers who share your values. Creator collaborations end in larger view charges and better engagement

Additionally they positively impression model consciousness and gross sales:  

  • 35% of TikTok customers say they uncover merchandise and types by creators;
  • 65% of customers get pleasure from it when creators submit about merchandise;
  • 71% of customers say creator authenticity has motivated them to purchase a product or model. 

Take skincare model Bulldog. To spice up model consciousness and promote its product to a brand new viewers, the corporate labored with creators to make movies across the hashtag #IchRasiereDich (I shave you). 

The movies featured shaving makeovers, mishaps, and errors delivered by creators in their very own model: 

Screenshot of Bulldog's TikTok campaign

This helped Bulldog attain new audiences with out content material coming throughout as compelled. Over three weeks, the marketing campaign generated over 29 million impressions and a 5–10% enhance in gross sales.

Use the TikTok Creator Market (TTCM) and the superior search operate to find creators to collaborate with. To slender your search, TikTok permits you to search by efficiency metrics, area of interest, and demographics.

Screenshot of TikTok Creator Marketplace Advanced Search Function

Create a shortlist of potential collaborators and analyze their Creator Profiles. Right here you possibly can entry common video views, engagement fee, follower numbers, common likes and shares, and viewers demographics. 

Screenshot of TikTok Creator Profile

Use this analytics instrument to make data-driven selections and join with creators who resonate together with your viewers. 

As soon as a creator accepts your invitation, you possibly can oversee the artistic course of earlier than posting and handle campaigns inside the TTCM. 

Creators know methods to create content material that works, however the platform’s chaotic nature means campaigns are all the time trial and error. 

Use TikTok’s reporting instruments to investigate what’s working and what could possibly be improved to fine-tune your content material.

To run profitable creator campaigns, try TikTok’s free marketer’s collaboration playbook.  

Go LIVE to have interaction your viewers in actual time

Get nearer to your viewers by spending time with them within the second. An Ipsos research discovered that TikTok customers are 50% extra fascinated with branded dwell content material than non-TikTok customers. 

They’re additionally extra more likely to watch dwell content material to find manufacturers and purchase merchandise.

NBC has referred to as TikTok Dwell Gen Z’s dwelling procuring community.

“Dozens of accounts on TikTok go dwell practically day by day to hawk stuffed animals, coloured contact lenses, keychains, footwear, telephone instances, fake leather-based purses, make-up instruments, in addition to a plethora of different items. 

Some influencers have amassed greater than 100,000 followers and commonly have a whole bunch or hundreds of individuals watching their dwell streams concurrently.” [via NBC]

In contrast to commonplace movies, TikTok LIVE has no time restrict, permitting you to spend high quality time together with your followers. 

It additionally seems on the FYP, providing you with the possibility to seize the eye of scrolling customers. Nevertheless, there are two limitations to going LIVE: you have to be no less than 16 years previous and have no less than 1,000 followers.

Align dwell stream content material with your enterprise aims. For instance, if you wish to construct model consciousness, give attention to academic content material. In case your purpose is to drive gross sales, run a dwell stream procuring occasion the place followers should buy the merchandise you’re showcasing in actual time. 

Ipsos’s research revealed the kind of content material customers are most fascinated with: 

  • How-to/tutorials (80%);
  • Product releases (78%);
  • In-depth product critiques (77%);
  • Q&As (74%);
  • Product gross sales (72%);
  • Dwell occasions (72%).

Use this perception to tell your technique.

When you can get pleasure from success internet hosting your personal occasions, if you need extra eyeballs, attempt experimenting with influencers as co-hosts and particular visitor hosts in your account. 

Organising a TikTok LIVE

You can begin a LIVE at any time by hitting the “+” icon within the TikTok app and deciding on “Go Dwell.” 

Construct anticipation and schedule your occasion forward of time. Put it up for sale, emphasizing the advantages for LIVE watchers, and improve your potential viewers. 

Schedule the stream when your viewers is most energetic on the platform by taking a look at your TikTok analytics.

Screenshot of TikTok Analytics

Add a associated video to your scheduled occasion with a hyperlink that customers can click on to enroll and share occasion hyperlinks through direct message and different advertising and marketing channels to unfold the phrase. These function each a reminder and a handy option to be part of. 

Lastly, don’t wing it. Plan your occasions to maintain individuals engaged all through. You don’t need it to return throughout as scripted, however you must have a central theme and a schedule to stay to. To maintain viewers invested, comply with TikTok’s greatest practices. 

Be constant: Go LIVE commonly to determine a behavior together with your followers.
Location, location, location: Convey your viewers into an uncommon place (like a office, newsroom, manufacturing unit, showroom).
Have interaction straight: Use Q&A to work together with commenters, reply, and adapt to what the viewers is fascinated with.
Momentum: Construct a pure sense of anticipation – construct, draw, cook dinner, or do a countdown to make it participating. Drive the story ahead.
Be energetic: All the time have one thing visually fascinating happening, ideally an exercise. Speaking head-style content material doesn’t drive as a lot engagement. [via TikTok]

Experiment with TikTok Advertisements to drive extra gross sales

TikTok has better potential to go viral organically than maybe another social media platform. However like different platforms, if you wish to seize a big viewers quick, it pays to pay. 

TikTok provides a number of totally different advert choices to experiment with:

  • In-Feed Advertisements. Nonetheless photos or video content material that seems on a consumer’s FYP. Like native content material, customers can like, remark, share, comply with and re-use sounds on In-Feed Advertisements.
  • Spark Advertisements. Boosted natural posts out of your account or creator accounts (with permission).
  • TopView. Locations In-Feed Advertisements on the prime of a consumer’s FYP, making it the primary content material they see once they open the app.
  • Branded Hashtag Problem. A sponsored hashtag that reveals up on the FYP and Uncover web page.
  • Model Takeover. A dynamic video that takes up all the display and makes it clickable. These adverts present up as quickly as a consumer opens TikTok, putting your message entrance and middle for mass consciousness. 
  • Branded Results. Personalized stickers, video games, filters, and particular results that customers can add to their very own movies, encouraging them to work together together with your model.
  • Video Purchasing Advertisements. Promoted social commerce adverts that use TikTok’s procuring options to allow you to tag merchandise with descriptions that hyperlink to merchandise in your on-line retailer. 
  • Dynamic Showcase Advertisements (DSA). Advertisements served to customers based mostly on exercise and pursuits. If a consumer has interacted together with your content material, a DSA will present up of their FYP.  

TikTok adverts work as a result of they’re indistinguishable from native content material. They don’t interrupt the expertise, making customers extra receptive to them. 

In accordance with TikTok, 61% of customers really feel that adverts on the platform are distinctive in comparison with different social platforms, and 45% see them as artistic vs. 29% on different platforms. That is mirrored in a cost-per-impression (CPM) fee round 5 instances decrease than Meta’s Fb and Instagram. 

The Essence Vault’s advert marketing campaign is a superb instance of TikTok customers’ openness to adverts. To shortly elevate consciousness and develop gross sales on the platform, the corporate used Spark Advertisements to spice up natural content material created within the model of Creator content material. 

Screenshot of The Essence Vault’s TikTok Ad Campaign

As individuals started to work together with the adverts, The Essence Vault launched artistic workshops and boosted these to extend visibility additional. 

The general marketing campaign resulted in over a million views, 8,000 new followers, and a 23% improve in advert gross sales. The model additionally elevated TikTok gross sales by 10% and improved its conversion fee from 4.47% to five.35%. 

You don’t must differ out of your natural technique to win at TikTok adverts. Take the content material your viewers is most engaged with, produce extra, and put cash behind it to succeed in customers that match your buyer personas by advert concentrating on or customized audiences

Study extra about driving model consciousness and gross sales in our information to TikTok Advertisements.  

Learn how to measure success on TikTok

Not all the things you create on TikTok will hit the mark, however by regularly experimenting and analyzing outcomes, you’ll start to see which sort of content material to construct a technique round. 

To measure success, it helps to consider what TikTok desires viral movies to do: deliver extra every day customers to the platform and improve the time they spend on the app. 

To attain this, TikTok wants creators to provide content material that individuals watch and share. The key metrics you have to take a look at to gauge success are:

  • Common watch time;
  • Watched full video;
  • Reached viewers.

The extra those that watch your video, the extra seemingly TikTok is to prioritize it, which means the video reveals up in additional FYPs and reaches a bigger viewers, getting nearer to viral standing. 

One other clear indication that your movies are hitting the mark is engagement: likes, feedback, and shares. 

Calculate engagement on TikTok by dividing whole engagement by the variety of video views you may have.

Engagement Price = [(total number of likes + comments + shares) / total number of views)] x 100

So in case your video has 5,000 likes, 30 feedback, 300 shares, and 250,000 views, your engagement fee would appear to be this:

[(5000 + 30 + 300) / 250,000] x 100 = 2.13%

In accordance with Socialinsider analysis, TikTok is essentially the most engaged platform with a median engagement fee of 5.96%. FMCG Meals has the best common engagement fee at 15.82%, whereas media-house has the bottom at 3.43%. 

Screenshot of engagement rate on TikTok in 2022

Use these benchmarks to information efficiency, however take into account that charges are larger for manufacturers and creators with massive followings. Justin Bieber has an engagement fee of 49%, for instance. 

Don’t evaluate creator partnership engagement with natural content material. As an alternative, take a look at how your movies are contributing to your total TikTok advertising and marketing technique.


TikTok’s energetic viewers and their willingness to embrace manufacturers makes this platform engaging for ecommerce advertising and marketing. 

Success on TikTok is pushed by two essential elements: authenticity and creativity. Keep true to your model and what your clients need, however don’t be afraid to experiment together with your content material and creator collaborations. 

There are few norms about what works and what doesn’t on TikTok. For those who assume one thing may be humorous or entertaining to your viewers, attempt it. Engagement metrics will enable you set up which content material strikes a chord.

Study extra about methods to get adverts off to a flying begin in our TikTok Advertisements course.

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