TikTok to e-commerce Insights into 10 brands' TikTok strategies

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

But the positive response was so overwhelming that they were unable to contain themselves.

The bite-sized videos drove interest and also increased the revenue of the cosmetics brand according according to Cody Plofker director of Ecommerce. It's true that TikTok was a major contributor to 2% of their total revenues in the year 2020. A number that grew to 34% in 2022.

What makes TikTok able to drive such impressive results?

We reviewed 10 ecommerce brands (including Jones Road) winning at TikTok by analyzing their strategy including the types of videos they're posting and how they're engaging their customers.

The results of our research have been compiled into tactical steps so you can make high-converting TikToks which increase brand recognition, grow engagement, and boost sales.

10 research-backed steps to up your TikTok game

In light of lessons learned drawn from more than 330 TikToks We've compiled our top 11 action steps that you can follow:

1. Be aware of which and what your customers' watch2. Create a full-funnel TikTok strategy
3. Include native TikTok with polished, branded and native content within your approach
4. Plan holiday campaigns in advance
5. Keep track of relevant TikTok trends
6. Make use of video hooks as well as pattern interrupts to capture your audience's attention.
7. Utilize the green screen effect to tell authentic brand stories
8. Include experts from the founders, niche experts, and employee-led videos into the mix
9. Have an engagement plan in place
10. Collaborate with TikTok influencers to advertise the products and increase sales

 1. Be aware of whom and what your customers' eyes are on

Digging into a one-quarter's worth of TikToks from 10 online retailers revealed a crucial point: winning on TikTok takes more than a generic understanding of "what" you want to know about your audience.

Instead, get into the:

• Questions your target buyers are seeking
• Trends they're reacting to
• Hashtags that they're looking into (or actively searching for)
• Also they're following they're following the TikTok creators that they're being

Tools like Sparktoro help with this.

Another option is to type a word that is relevant to your business on your TikTok search bar and go through all the relevant hashtags which come up. Through the posts that people post on TikToks by using hashtags you'll be able to determine your target audience's preferences on the app.

Learn about it from the brand of washable rugs, Ruggable. Their TikToks demonstrate that they know their audience effectively. This video on coastal cowgirl decor, for instance, shows how the team analyzed prevailing styles on the platform to share trending interior design advice:

 2. Create a full-funnel video strategy to TikTok

Each of the online retailers included in our test set use a videos that are divided up into funnel stages, which are the basis of their TikTok branding. You'll find:

• Educational or entertainment top funnel video
• Middle-funnel-related content addresses the concerns that buyers who are on the fence have
• Videos of the bottom funnel announcing sales and sales

The variety of video types can allow you to reach out to those who may be unaware are unsure, or want to buy.

Here are a few examples:

 Videos that teach about subjects which are related to the interests of your viewers and the value you can offer

A brand that makes a health supplement for gut health, AG1 (formerly Athletic Greens) provides wellness-related tips to high-quality content.

Similarly, home decor company Lulu and Georgia, created the 10-part series, 10 design concepts we live by for reeling into new customers and informing the public:

 Source

 Product awareness creating series-based content

The hashtag #streetinterview gets 7.7B viewings on TikTok which shows that this kind of interview series get a lot of attention from viewers.

This is why 4 out of the 10 brands we studied produce episodic content that includes street interviews. And they do these interviews not only for their top-funnel educational content, but also to boost product awareness.

AG1, for instance, record the reactions of people who have been offering samples of their supplement drink. These first-time reaction videos are enjoyable to watch. They will also inform viewers about the benefits of AG1 while the host explains what the drink can do:

Videos that answer frequently asked questions (FAQs)

With time, as you increase your TikTok followers, they are likely to ask similar questions regarding your products in comments. Find the questions and create fresh TikToks that answer these questions.

AG1 views this as an opportunity to buy mid-funnel because these people may be just one step from buying:

 Source

 Video comparison

Comparative videos are another option to create middle funnel content.

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

You can see how the nail press-ons from different brands falling off after wearing them to do daily tasks before they illustrate that Glamnetic's nails do not come off doing the same tasks.

Brands selling e-commerce can be emulated the success of their counterparts by "showing" how their products are superior to the others in the market to convince customers to buy 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.

This Ruggable video for example it explains the process they use to evaluate their rugs with a friendly and fun style of speaking to make the viewer believe that their rug is worth purchasing:

Pro Tip: Build brand affinity through sharing behind-the-scenes-content like photoshoots' behind-the-scenes content and event highlights -The gangs of Jones Road as well as Lulu and Georgia are good at this.

 Tutorials or product explanations

Another video strategy for convincing potential buyers to buy from you are product explainers that show how to utilize your product.

Stationery and notebook store, Notebook Therapy, creates these videos in support of the latest collections they launch:

The brand of OLIPOP, a healthy and nutritious soda, OLIPOP offers a subtle variation to their videos, sharing recipes for drinks which you can prepare using their soda (think OlIPOP-derived Pina Colada and mocktails). The brand also makes combo videos that mix two flavors from their line:

These videos do more than increase sales, but they also help retain loyal customers with ideas for new flavours and combinations using OLIPOP.

 Discounts, new product launches and restock announcements

In the funnel at the bottom sales announcements, unboxing, and launch TikToks help viewers envision themselves using the products.

Let's say you've launched the latest collection. You can promote it using an TikTok like the one below, which provides information about the new offerings. This is an example of how to do it:

In addition, if you receive a lot of queries regarding when the product will be restocked, be sure to post restock announcement videos.

This doesn't need to be difficult. Look at this example 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.

Lastly, make TikToks to discuss ways that customers could benefit from your product.

In the case of apparel companies that sell clothing, this could include showing ways you can style your clothing. Cosmetic brands could share makeup styles or skin care routines that consumers can attempt. Similarly, food and drink vendors can provide recipes.

The OLIPOP flavor combination TikToks are a good example in this. One more is cleaning tips for products or tips for maintenance, such as this one from Ruggable on cleaning small marks from their rug:

 3. Include native TikTok as well as polished content to your approach

Nine out of ten e-commerce companies that participated in this analysis use a mix of genuine (native videos shot using the app) and pre-recorded, professional-quality video content on the TikTok channels.

This approach is great to maintain the TikTok posting frequency since you don't need to worry about sharing only professional-produced videos which require the time of a group to produce.

The ideal content for your channel will depend on the nature of your product and the strategy for video.

Notebook Therapy, for instance, posts time-lapse videos sharing steps-by-step doodle videos that are best watched in edited versions to save viewers' time:

4. Plan holiday campaigns in advance

Most of the brands we examined also planned TikTok promotions for the upcoming celebrations and holidays.

For example, feminine hygiene company Thinx has partnered with a psychiatry resident in celebration of National Stress Awareness Day (relevant to their branding) to provide stress-relief tips.

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

Use the retailer's marketing calendar to organize your marketing campaigns -- make three to five TikToks to generate excitement about an upcoming holiday offer to increase sales.

 5. Be aware of the latest TikTok trending topics

Every e-commerce company we examined are quick to adopt TikTok trending topics that relate to their brands.

In one instance, Ruggable hopped on to talk about the Netflix show, Queen Charlotte however with a unique twist -- posting pictures of their rooms with rug designs that resemble those from the trending show:

Making trending videos on TikTok can show your brand personality, helping you connect better to your target audience. Additionally, they help you gain exposure and followers because TikTok users following the trend are watching your videos.

Make sure you regularly review videos in the Discover tab on TikTok to see trends users are responding to. Then decide if the trend is relevant to your brand before you create the TikTok about it.

 6. Use video hooks and patterns interrupts to grab attention

The research also found that most TikToks used engaging video hooks (opening scenes) as well as pattern interruptions ( visual shifts within a video which refocus viewers' attention) to entice viewers.

Consider this illustration from OLIPOP in which the author gets noticed with his tin-clad host

Similarly, this Tiktok of Ruggable makes use of a pattern break -- a talking dog announcement of a rug sale that is adorable and distinctive and entices the viewers to take a look:

In order to add hooks that are engaging and pattern interruptions to your TikToks, pay attention to your pauses while scrolling through the videos in the feed (the For You page).

Sooner or later, you'll begin to notice that engaging video openings share similarities. For instance openings are usually a joke, an inspiring quotation, or an inquiry that you have. Or, they make pop culture references.

 7. Utilize the effect of a green screen to tell authentic brand stories

The effect of a green screen (available in the application's Effects gallery, under the"Create" section) allows you to superimpose any image or video in 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 make your video visually interesting.

Make use of it to share engaging stories and create instructions or TikToks using videos or images that illustrate how you're demonstrating.

Another suggestion is to make use of the green screen effect to reuse content that you've made. Think: images on YouTube, videos that you post on Instagram, or published blog posts.

AG1 did this by creating the TikTok with the social media manager's head with a background of pictures and images of their 2022 Impact report.

The host shared 3 interesting conclusions from their research, while highlighting how AG1 is in line with them. In doing so, the video hits two birds with one stone: educates its viewers, and demonstrates AG1's branding values:

 8. Add founder-led, niche expert and employee-led videos into the mix.

The majority of brands we reviewed create TikToks featuring their founder, employees, or niche experts -- great way to showcase the personalities behind your brand to engage with customers.

Glamnetic and Jones Road, in particular, nail this type of video.

For example, when Glamentic hit 1.2 million sales on Shopify, they posted a TikTok featuring their founder sharing his story:

Jones Road, on the contrary, focuses on the founder's efforts for various goals like:

• Responding to questions from the public regarding their product
• The goal is to ask viewers for content that they'd prefer to see
• In addition, it explains the process that led to the creation of a product

If the person who is in charge doesn't wish to be on camera though, collaborate with the internal experts in your field to create educational videos.

Yet another idea is to look to the back of the house by displaying employees on your TikToks. The inside story of an employee of Thinx is a great example:

You can also do Staff picks for a humorous variation with these TikToks:

 9. Make sure you have a strategy for engagement set up

To allow TikTok to make the triple digits of sales, it's crucial that to create a sense of community.

The best way to do that is Connect with those who follow you. That's more than just responding to their messages, though. Here are some ideas:

• Invite your followers to utilize their Stitch feature to create TikToks with their comments to your videos. Thinx even incentivized users to build these TikToks.

• Shoot short TikToks using the app in response to any comments made regarding your videos. Videos are especially helpful for answering questions related to your products or solving reservations buyers have. Jones Road founder, Bobbi Brown, responding to remarks about the Miracle Balm as being sticky is a good example here.

• Host giveaways. Pipette Baby hosted one during the summer months and gave away sunscreen (very weather appropriate Isn't it? ).

 10. Partner with TikTok influencers in order to advertise products and drive sales

Almost all the brands we reviewed partner with niche creators. Benefits? The benefits include growing your followers and engagement, increasing brand awareness and credibility, and driving sales.

It is possible to achieve a variety of targets with a alliance, for example:

• Make people aware of a brand new product
• Reach a new audience
• Make an announcement about a sale

You can also try different strategies using TikTok influencers and find out which ones get the highest engagement from your customers. As an example, you can ask the creators to make unboxing videos or posts on TikToks that share their opinions of your product.

You can also ask them to record TikToks showing their first reaction to your product -- something that SKIMS does with creators:

Finalizing: key takeaways as well as reminders

The top two takeaways of this mini-study are

All the TikTok channels that we looked at use a video strategy place with brands sharing TikToks for education, entertainment or engage and promote.

The majority of brands show their personalities by sharing their secret processes and highlighting the human beings who make up their brands on their TikToks. We watched a plethora of employee- and founder-led videos too.

To hit the ground running yourself, start with understanding the types of videos that your target audience are looking for on the app. Then, you can create a video strategy for the account. TikTok account.

Make sure you use different videos and interact with your fans. It is also possible to partner with internal employees, subject matter experts, as well as other TikTok creators to increase your audience and build the credibility of your brand.

Let's see your success with TikTok