TikTok to e-commerce insights into the 10 companies' TikTok strategies

At the beginning, Jones Road Beauty shared their initial TikTok videos, they reflected their "less is more" makeup philosophy and had low expectations of the quality of their work.

However, the response to their positive message was so overwhelming that they were unable to hold themselves back.

The bite-sized videos drove interest as well as boosted the revenues of the cosmetics manufacturer as to Cody Plofker director of Ecommerce. It's true that TikTok was the main contributor to 2% of their revenue total in 2021. The number increased by 34% to reach 34% in 2022.

What is it that makes TikTok able to drive such impressive outcomes?

We reviewed 10 ecommerce brands (including Jones Road) winning on TikTok by analysing their strategy including the types of videos they're uploading and the methods they're using for making their customers feel welcome.

The results of our research were compiled into practical actions to help you create the most efficient TikToks that boost branding recognition, boost engagement, and boost sales.

10 research-backed steps to up your TikTok game

Based on the lessons taken from more than 300 TikToks Our most effective 11 steps you should follow

1.  Be aware of the  and what your customers' be watching. 2. Create a full-funnel TikTok strategy  3. Incorporate native TikTok with polished, branded and native content within your strategy  
   4. Plan holiday campaigns in advance  
   5. Keep track of relevant TikTok trends  
   6. Utilize video hooks as well as patterns to grab the attention of your viewers.  
   7. Utilize the green screen effect in order to convey authentic brand storylines  
   8. Incorporate experts from the founding team as well as niche experts and videos from employees into the mix  
   9. Have an engagement plan in place  
   10. Collaboration with TikTok influencers to promote products and boost sales

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

Examining a quarter-size amount of TikToks of 10 retailers online discovered a vital point: winning on TikTok takes more than a generic understanding of "what" you want to know about your customers.

Instead, you should get into:

• Questions your target buyers are searching for
• They're reacting to trends
• Hashtags that they're looking into (or actively searching for)
• Additionally, they're being followed by the TikTok creators that they're being

Tools such as Sparktoro can help you with this.

A different option is typing an appropriate word related to your company's needs on the TikTok search bar, and then go through all the relevant hashtags which come up. Through the posts that people publish on TikTok using hashtags, you'll be in a position to discern your ideal customer's preferences when using the app.

Discover more from Ruggable, the name of the washable rug brand Ruggable. Their TikToks illustrate that they understand their target market well. The video about the coastal decor of cowgirls For instance, it shows how the team looked at popular trends on the platform to post the latest interior design trends. suggestions:

   2. Develop a full-funnel strategy for video to TikTok

Every one of the retail sites included in our test set utilize videos separated into funnel stage, which serve as the base on which they base the TikTok branding. You'll find:

• Top funnel for entertainment or education video
• Middle-funnel-related content addresses the concerns that buyers who are on the fence have
• Videos of the bottom funnel, announcing sales as well as revenue

A variety of different video formats can allow users to contact those who may be unaware are unsure, or want to buy.
 
  Here are a few examples:

Videos which teach issues that relate to the interests of your viewers as well as your potential value

A company that produces the health supplement that improves digestive health. AG1 (formerly Athletic Greens) gives health-related advice and top-quality quality content.

Similar to that, the home décor company Lulu and Georgia, created the 10-part series with 10 design concepts we live by, to lure into new customers as well as educating the public:

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 Product awareness creating Series-based material

The hashtag #streetinterview gets 7.7B viewings on TikTok and this shows that these type of series attracts lots of attention from the public.

That's why 4 out of 10 brands we examined produce intermittent videos that feature street interviews. And they do these interviews not only for their top-funnel educational content, but also to boost product awareness.

AG1 is a good example. record the reactions of people who were able to offer the drink as a sample. These first-time reaction videos are enjoyable to watch. The videos will inform viewers of the advantages of AG1 as the host will explain the effects of AG1:

Videos that answer frequently requested questions (FAQs)

In time, as you expand your TikTok followers, they're likely to ask queries about your product in comments. Find the questions and create brand new TikToks that answer these questions.
 
  AG1 sees this as an opportunity for buyers of mid-funnel since these individuals could be just one step from purchasing:

   Source

Video comparison

Video comparison is another method to create mid funnel material.

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

It is evident that the nail press-ons from different brands falling off once you've worn them to do daily tasks ahead of they demonstrate that Glamnetic's nails do not disappear while doing the same tasks.

Online-based retailers can emulated the success of their counterparts through "showing" that their merchandise stand out from the rest in the market so that customers are convinced to buy with their brand.

Product behind-the-scenes (BTS)

Show how you work on your own products or showcase the uniqueness of your products by using these behind-the-scenes product mid-funnel TikToks.

This Ruggable video for example describes the method that they employ to assess their rugs using a casual and fun style of speaking to make the viewer believe that the rug they are considering 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 strategy to use video for convincing prospective buyers to purchase at your store is through product explanation videos that show how to utilize the product.

Stationery and notebook stores, Notebook Therapy, creates these videos to support their latest collection launches:

The company behind OLIPOP which is a healthful and nutritious soda. OLIPOP is a refreshing addition in their videos. They share recipes for drinks which you can prepare using the soda (think OlIPOP-derived Pina Colada and mocktails). They also make combo videos that mix two flavors from their line:

These videos do more than boost sales. They also help retain loyal customers by providing ideas for fresh flavors and combinations using OLIPOP.

discounts, brand new launch announcements and product launches

At the bottom sales announcements, opening and launching TikToks help viewers envision how they can use the items.

We'll say that you've released the new collection. You can promote it using an TikTok such as the one shown below, that provides details on the new products. This is one example on how you can achieve this:

In addition, if you get a lot of inquiries about when the product will be restocked make sure you post the announcement video for restocking.

This doesn't need to be a hassle. Take a look at this video from the company that makes skincare, Pipette Baby. The filmmaker brings the restocked items in front of the camera for a close-up before placing them into a basket:

Videos to help customers get involved with those who have already purchased from you.

In the end, you can use TikToks for discuss ways that customers could benefit from your product.

In the case of clothing brands that offer apparel that are sold, it is possible to show how you can dress your clothes. Brands that sell cosmetics could provide the latest styles of makeup or skincare routines that consumers can attempt. In the same way, food and beverage sellers can offer recipes.

The OLIPOP flavor combo TikToks can be a perfect example in this. Another example is tips for cleaning on products, or suggestions for cleaning, such as this one from Ruggable for cleaning small marks from their rug:

   3. Incorporate native TikTok along with polished content to your approach

Nine out of ten e-commerce firms that participated in the study use a mixture of real (native video content shot with the application) as well as pre-recorded professional quality video content available on 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 is contingent on the nature of your product as well as the method you use to use video.

Notebook Therapy, as an example has posted time-lapse videos that provide 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 that we looked at also had planned TikTok promotions to coincide with the coming celebrations and holidays.

In this case, for example, feminine hygiene company Thinx is partnering with a resident of psychiatry to celebrate National Stress Awareness Day (relevant to their brand) to offer tips for stress relief.

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

Make use of the market calendar of the retailer to organize your marketing campaigns -- create three to five TikToks to create excitement around an upcoming holiday offer to increase the number of sales.

   5. Stay up-to-date with the latest TikTok hot subjects

Each of the companies we looked at is quick to embrace TikTok popular topics and themes that are relevant to their brands.

In a specific moment, Ruggable hopped on to speak about the Netflix show, Queen Charlotte but with a distinct approach -- sharing photos of their rooms which have rug patterns that are similar to carpets from the popular show:

Making trending videos on TikTok will show off your brand's personality, helping you connect better with the people you want to reach. Additionally, they help you gain exposure and followers because TikTok users following the trend are watching your videos.

Be sure to regularly check videos under the Discover tab on TikTok to see trends users respond to. Decide if the trend is relevant to your brand before creating a TikTok on it.

   6. Make use of video hooks and pattern interrupts to capture the attention of your audience.

Additionally, the study found that the majority of users on TikTok used captivating videos hooks (opening scenes) as well as pattern interruptions ( visual shifts within a video which refocus the attention of viewers) to draw attention of viewers.

Consider this illustration from OLIPOP where the artist is noticed by his zinc-clad host

Similar to this, the Tiktok of Ruggable makes use of an insertion of a pattern -- the announcement of a talking dog for an upcoming rug sales that's unique and adorable. It also entices people to have a look:

To add hooks that are engaging as well as pattern-related interruptions to your TikToks be aware of your pauses when watching the videos within the feed (the For You page).

In time You'll notice the engaging openings to videos share similarities. Openings, for instance, are typically humorous, a motivating quotation, or an inquiry to which you are. They can also make pop culture references.

   7. Utilize the effect of a green screen in order to create authentic brand stories

The effect of a green screen (available in the application's Effects gallery, located under the"Create" area) lets you overlay any video or image on your background.

If you use it to give a captivating background relevant to what your TikTok is all about, such as the poster of your movie or blue ocean, it could help your video be visually appealing.

Utilize it to tell captivating stories, and to create instruction or TikToks using videos or images of your demonstration.

Another option is to use the green screen effect in order to reuse content that you've made. Take for instance images from YouTube, videos that you upload to Instagram, or published blog articles.

AG1 made this happen by creating the TikTok using the head of the social media director as a backdrop of images as well as their report on the impact of 2022.

The host shared 3 interesting conclusions from their research, while highlighting the ways that AG1 aligns with their values. By doing this, the video kills two birds with one stone. The video educates its viewers, and demonstrates AG1's branding values:

   8. Include founder-led, niche-expert and employee-led video clips into the mix.

A majority of the brands that we examined have created TikToks with their founder, employees or specialists in their niche -- great way to show the personality behind your company and connect with your customers.

Glamnetic as well as Jones Road, in particular are the best examples of this kind of video.

As an example the time Glamentic achieved 1.2 million in sales on Shopify and posted on TikTok that featured their chief executive sharing his story:

Jones Road, on the contrary, focuses on the efforts made by the founder to achieve diverse goals such as:

• Responding to questions from the public regarding their product
• The idea is to solicit viewers to provide content they would like to see.
• Additionally, it describes the steps that led to the creation of a product

If the person responsible doesn't want to appear on camera you can collaborate with internal experts in your field to make instructional videos.

Another option is to think about the rear of your house and display employees' pictures using your TikToks. The story inside an employee of Thinx is a great example:

You can also make Staff Picks as an entertaining twist using these TikToks:

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

In order for TikTok to make the triple digits of the sales it is essential it creates a sense belonging.

The best way to do it is connect with the people that follow you. That's more than just responding to their messages however. Here are some ideas:

• Invite your followers to utilize their Stitch feature to create TikToks using their comments on your videos. Thinx even incentivized users to make these TikToks.
• Create brief TikToks with the application in response to any comments made concerning your videos. Videos can be particularly helpful in providing answers to questions about the products you sell or to resolve any reservations buyers have. Jones Road founder, Bobbi Brown, responding to comments about the Miracle Balm as being sticky can be a great example.
• Host giveaways. Pipette Baby threw one during the summer season and handed away sunscreen (very appropriate for the season, isn't it? ).

   10. Join forces with TikTok influencers in order to promote products and increase sales

The majority of brands we reviewed partner with niche-focused creators. Benefits? The benefits include growing your followers and engagement, increasing brand awareness and trust, as well as increasing sales.

It is possible to achieve a variety of targets with the help of an alliance. Examples include:

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

It is also possible to test different methods using TikTok influencers and find out which one gets the greatest satisfaction from your clients. In this case, for instance you could ask TikTok's creators to make unboxing videos or blog posts on TikToks in which they share their views of your product.

You can also ask them to record TikToks that show their initial reaction to your product which is something SKIMS offers to creators:

Finalizing: key takeaways along with reminders

The two most significant takeaways from the mini-study

Each of the TikTok channels we have studied use a video strategy with brands using TikToks to educate, entertain or engage and promote.

The majority of brands show their personality by revealing their secrets and showing individuals who make up their brands on their TikToks. There were a lot of founder-led and employee-led videos as well.

For you to get started for yourself, begin by understanding the kinds of videos the people you want to reach for in the app. You can then create a video strategy for the account. TikTok account.

Use different videos and interact with your fans. You can also work with internal staff, subject matter experts, along with others TikTok creators to increase your audience and build the credibility of your brand.

Let's celebrate your successes through TikTok

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