Mastering TikTok For Ecommerce Marketing: 9 Effective Strategies

For many, TikTok is a mere recreation – even a passing fad.

But one thing is for sure:

TikTok is the fastest-growing social media platform in history with over 2 billion downloads and 689 million highly engaged 16-24-year-olds globally.

Since its launch in September 2016, TikTok has rapidly become one of the most talked-about social media platforms – boosting TikTok’s eCommerce viability to new heights.

It can also help to execute marketing campaigns without needing a large team.

What is TikTok?

 TikTok is the fastest-growing social media platform that’s all about short videos of up to 3 minutes. Projections for 2024 suggest the platform will surpass 2 billion users, further solidifying TikTok’s place in the social media landscape and enhancing its eCommerce potential.

 Much of the platform is centred on content that combines music, dancing, and lip-syncing (Musica.ly rebranded to TikTok in 2017).

With access to a wide array of filters, savvier TikTok users have switched from the platform’s roots to creating their own original content.

This creativity draws in specific trends and makes TikTok a fun place to browse. 

TikTok videos are low-budget and have an authentic feel to them. This has become the trademark trait of many TikTok videos –and a ‘must’ in order to match the platform’s tone.

TikTok is bursting with creativity, and makes use of filters, AI narration, camera tricks and every editing trick you can think of. If you want to make some fun TikTok content on a budget, then use free video editing tools like Movavi.

I’ve had some experience with Movavi Video Editor Free, and it’s a decent option for basic video editing needs. It provides essential tools for cutting and trimming clips, adding transitions, and applying simple effects. The user interface is intuitive, making it easy for beginners to navigate.

While TikTok clips are available to audiences outside of TikTok, there isn’t a need to focus on building a huge fan following, which is great for brands. 

Who uses TikTok and for what reasons?

TikTok is mainly used by younger Millennials and Generation Z. 60% of TikTok users are  16-24 year-olds, and 26% are 24-44 year-olds.

There are over 9 million active TikTok users in the UK and a whopping 102 million in the USA.

 But what sets TikTok apart from Facebook or Instagram?

It gives you the opportunity to reach a younger, more engaged audience.

Emarketer also reveals that 75% of Millennials and Gen Z use their smartphones to shop online – which is way more than any age group. This fact makes it crucial to engage with them on mobile – and TikTok is the go-to tool for eCommerce businesses to achieve this.

It can also help to execute marketing campaigns without needing a large team.

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The Benefits of Using TikTok as an Ecommerce Store

TikTok is more than just a store for viral dance challenges and funny videos, it’s a place where you can build your brand and market it to a profitable niche.

Being on TikTok can offer several benefits for an ecommerce business, including:

• Large and active user base: TikTok has a massive and diverse user base, with millions of active users. This provides a vast audience for your business to reach and engage with potential customers.
• User-generated content opportunities: Encouraging user-generated content through challenges and trends can help create a sense of community around your brand. This not only fosters engagement but also provides authentic endorsements from users.
• Influencer collaborations: TikTok has a thriving community of influencers. Partnering with relevant TikTok influencers can help your E-commerce business tap into their follower base, gaining trust and credibility. If you’d like to work with top influencers from a specific region, you could consider using an influencer marketing agency like GetHyped to get the best fit talent for your needs.

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• TikTok for Business’s data analytics: TikTok provides analytics tools for business accounts, offering insights into the performance of your content and the demographics of your audience. This data can be valuable for refining your marketing strategy and understanding customer behaviour.
• Video is shareable and memorable: TikTok is a platform known for its creative and visually appealing content. E-commerce businesses can leverage this by creating engaging videos that showcase their products in a fun and entertaining way, making it more likely for users to remember and share.

Before you jump in and create your business TikTok account consider that there are potential drawbacks to consider. The platform’s user base is generally younger, so if your target audience is older, the reach might be limited. Additionally, TikTok’s algorithm can be unpredictable, making it challenging to consistently appear in users’ feeds. The short-form content format may also constrain detailed product presentations. 

Furthermore, maintaining an active and engaging presence on TikTok demands significant time and creativity. Lastly, the platform’s user interface may not be as conducive to direct shopping as other platforms, potentially requiring businesses to guide users to external links for transactions. 

How to use TikTok for eCommerce marketing?

TikTok advertising for eCommerce opens up opportunities for retailers to reach a considerable number of users through these promotional programs:

1. Hashtag Challenge: Content creators attach a specific (often sponsored) hashtag relevant to the content in the video. This, in essence, invites users to complete a challenge (with a themed dance or a jig specific to the campaign). Other users who participate will then tag their clips with the same hashtag. Challenges are amazingly fun and engaging for everyone that participates and ensures a good brand impression.
2. Brand Takeover: This happens when an ad appears, “taking over” the screen once a user opens the app. This can either be a video or an image. Once it’s opened, the ad redirects the user to another place – either within TikTok or an external link. This is similar to Instagram’s “swipe up” feature.
3. Branded Filters & Lenses: This is TikTok’s version of Augmented Reality, similar to its Snapchat and Instagram counterparts. TikTok users can tell stories using face-altering filters and 3D stickers. AR lenses have proven to prompt high engagement, with many users wanting to see how influencers/popular creators transform their makeup or hairstyle. This option in TikTok has seen high levels of engagement from popular makeup and cosmetic brands.
4.  In-feed ads: This refers to ads in the users’ “For You” timeline. This ad auto plays when a user scans the said feed. The in-stream video sequence allows ads to move through a user’s feeds without interrupting their user experience.
5.  Top Views ads: This audio-on, full-screen premium video ad shows when users first open the app. It grabs users’ attention for up to 60 seconds then appears at the top of the user’s newsfeed.
6. Behind-the-Scenes Content: Provide a behind-the-scenes look at your ecommerce business. This humanises your brand, showing the people and processes behind the products.
7. Run Contests and Giveaways: Boost engagement by organising contests and giveaways. Encourage users to participate by creating content, sharing your products, or following your account.
8. Host Livestreams: Take advantage of TikTok’s live streaming feature to interact with your audience in real-time. Answer questions, showcase products, and run exclusive promotions during live sessions.
9. Promote TikTok on Other Platforms: Cross-promote your TikTok content on other social media platforms, and encourage your followers on those platforms to join you on TikTok. This can drive traffic between platforms and expand your overall online presence.

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How much does TikTok advertising cost?

 Compared to Instagram, Pinterest, and Facebook, TikTok doesn’t have a lot of competition for ad spots. This means you don’t need to swim against heavy competition just to get prime spots on the platform.

TikTok ads pricing starts at $10 per 1,000 views, while the platform asks for a minimum of $500 on a campaign. Biddable ads options allow you to filter users by age, gender, and location.

Here are 3 options available for biddable ads:

• CPC (Cost Per Click) – Advertisers pay only when users click on their ad.
• CPM (Cost Per Impression) – Advertisers are required to pay when their ads appear in a user’s TikTok feed.
• CPV (Cost Per View) – This option requires advertisers to pay when users view their ad – limited to a 6-second timeframe.

Contact us for help with your TikTok Ads

Because of unique ad development options and precise audience targeting, TikTok ads are far ahead of its competitors on other platforms. If used wisely, TikTok advertising will be a game-changer for your brand.

Big names like Grubhub, Apple Music, Yves Rocher, and Nike run ads on TikTok! However, smaller businesses do it too.

It can also help to execute marketing campaigns without needing a large team.

Why is TikTok the hottest marketing platform right now?

TikTok is, without a doubt, the fastest-growing social media platform. 

Used in over 150 countries worldwide, TikTok is perfect for ecommerce businesses selling internationally. 

One of the reasons why TikTok is so widespread is its cross-platform sharing feature. Users can easily share videos on other platforms like Facebook, YouTube, Whatsapp, and Instagram. This means that your video or an ad can reach those who aren’t on TikTok.

So, whether you’re looking to reach new geographic locations or gain traction with Gen Z, TikTok really offers amazing opportunities to online sellers.

 In Summary

Using TikTok for ecommerce marketing requires a mix of creativity, authenticity, and smart collaboration. The platform’s lively atmosphere offers a great space for businesses to showcase products and connect with a diverse audience. From making catchy content and teaming up with influencers to cross-promoting with others, there are many avenues to explore. 

Despite challenges like the platform’s algorithm and the need for constant creativity, the perks—like reaching a younger audience, potentially going viral, and establishing a unique brand voice—make TikTok a valuable tool for ecommerce. By staying flexible, trying different things, and making the most of TikTok’s interactive features, businesses can tap into its potential and boost their ecommerce game.

Article by

Nicholas Turner

For over 12 years, Nick has been conjuring creative experiences that entertain and - most importantly - resonate with users. He holds a Film and Television Production bachelor's degree from the Cambridge School of Art as well as a degree from the University of the Arts London for Brand Strategy. Whenever he's not willing creative ideas into existence, Nick spends his time travelling, consuming comics and movies as well as writing his own scripts, short stories and novels.