TikTok is entering the e-commerce space, announcing an expanded partnership with e-commerce giant Shopify. As part of the partnership, the social video platform introduced new tools that enabled Shopify merchants to create, run, and optimize their TikTok marketing campaigns directly from the Shopify dashboard.
With TikTok’s algorithmic tendency to blow up products, and this integration, now is the best time for you to integrate this platform into your social media strategy. TikTok can improve your marketing immensely if you use the correct tactics, are consistent, and do some trial and error.
Being a short-form video platform, TikTok’s appeal is the ability to swipe through thousands of hours of content with ease. With users spending 52 minutes on the app on average per day, its popularity is undeniable.
The “For You” feed represents content preferences unique to each user, meaning marketers should strive to appear on the coveted “For You” page. Videos are ranked on numerous factors, and each “For You” feed is personalized for every user, making it invaluable for businesses wishing to reach their target market.
The power of TikTok marketing is already apparent. In February 2019, a recipe for a fetta pasta dish that had previously been posted on a blog three years prior went viral. TikTok users scrambled to recreate the recipe and share their results, resulting in a national fetta shortage.
Within a few months, Shopify merchants with a TikTok For Business account will be able to add a “Shopping” tab to their TikTok profiles. This will allow them to automatically upload their products and create mini-storefronts on their profiles. We as business owners can use this to make our products go viral, and then customers can buy them with a single click.
Trends are Vital for Success
TikTok users really love trends, especially humorous ones. “For You” pages are populated with content that people will just get and are instantly recognizable by a wide audience. You can easily recreate trends and reach a larger audience with trends than with just regular content.
“Questions I Get Asked” is a recent popular trend that involves TikTokkers asking and answering questions about their lives, identity, and jobs whilst using timed hand movements to the beat of “The Magic Bomb” by Hoäng Read. Depending on your niche, this trend can be taken in a comedic way, and the #QuestionsIGetAsked alone has over 865M views.
You can jump on trends quickly by using the For You page for yourself. Trends tend to happen overnight. In order to stay ahead of the curve, businesses can follow TikTok influencers such as Charli Di’Amelio and Addison Rae, who tend to start a lot of the trends. It’s also important to follow high-profile TikTokkers within your niche, they will be trend starters for your target audience.
The homepage on TikTok also outlines trending hashtags, effects, and sounds. These can be used in conjunction with your business’s trend recreations in order to really boost your video. Trends should not be the entirety of your strategy but do work to boost engagement when needed. In the end, videos that are fun, adaptable, easily understandable, and easy to recreate do well on TikTok.
Sound is Everything
TikTok is a music based app. Similar to the once-popular Musical.ly, users dance to music and create funny, relatable sounds in order to produce content. Thus, it’s paramount that you use the right sounds to boost your video.
Trending sounds get a lot more time on the “For You’ page than any other. Even better, tracking trending sounds is super simple. I recommend the app TrendTok to all of my clients because it highlights all of the trending sounds based on category and location. It also identifies the trending hashtags that correlate with the sounds, and with easy app integration, you can add the sounds to your videos in one click. Plus, its artificial intelligence also predicts which sounds are likely to explode, meaning you can jump on trends before they are popular or even create your own.
One more thing to remember about sounds – they’re pretty much the digital economy of TikTok. Artists receive royalties when their music is used, and sites like Playlist Push allow creators to get paid for promoting certain sounds. This may be an additional way to monetize your TikTok as a small business. It’s also a good idea to keep your eye on sounds that are being pushed by these platforms – they can sometimes start trending.
Hashtags are Vital
Ahh, hashtag strategy, the bane of every marketer’s existence. TikTok is no exception to the rule, hashtags still matter. When used in conjunction, the right sounds and hashtags can make your videos highly visible. The hashtag strategy for TikTok does differ from Instagram, so it’s important to learn how hashtags work for this app.
The One Hour Window
The first hour your video is live on TikTok determines its success. The TikTok algorithm uses the metrics from your first hour of being published to decide if your content is worth pushing or not. If you get decent views and engagement within your first hour, your content is more likely to be promoted by the algorithm. If it doesn’t, the algorithm is less likely to promote your content.
This can be very disheartening when starting your business’s TikTok, it can be hard to get that crucial engagement when you first start out. There are ways to mitigate this by using hashtags relative to your niche, and by starting with a trend, you may be able to get your video on the “For You” page even without the views. My first ever video on TikTok managed to reach 3,000 views in a day by doing this, even though I had absolutely zero followers and no engagement. I’ve had clients reach up to 50,000 views in a day by using these strategies.
Don’t worry, with consistency, the views will come with time.
Consistency is King
Consistency is key with TikTok. Creating high-quality content on a consistent basis is what will land you the followers you need to sell your products. Followers and engagement are both metrics the TikTok algorithm uses to decide if it should boost your account. You need reach in order to sell, and a consistent posting schedule will help you win.
TikTok has an in-platform analytics system that allows you to see important metrics such as watch time and where your views are coming from. Try to time your uploads to coincide with the periods of time your largest audience will be using their phones. The most common times of day for people to be on TikTok include 6 am-9 am and 6 pm-10 pm. You can schedule your posts in advance with the TikTok scheduling feature if there is a time difference with your audience.
You can utilize TikTok advertising to boost your posts. Again, try to time your advertisements for when your audience is most active. This ensures your advertisements are reaching your desired audience, winning you leads and sales.
Customers are likely to buy from brands that they trust. You can establish trust in your brand on TikTok by engaging with content creators and other businesses within your niche. Responding promptly to comments on your videos is also seen favorably by the algorithm.
The way you interact with customers on TikTok is super important. Companies like Ryanair and Lionsgate have exploded on TikTok due to their reputation for witty comment replies and ability to poke fun at their own company. Make sure to stick with your brands’ tone of voice, but interacting with your customers and competitors on TikTok is a great way to boost the engagement of your videos.
I’ve found that clients that take the time to interact with similar content creators tend to reap the benefits. It’s likely that their target audience shares similarities with your own, and by commenting regularly and engaging with these creators, you will begin to be recommended on their audience’s “For You” feeds. As a business owner, this is your goal. A greater reach on the “For You” page = the higher the likelihood of a viral product, leading to sales.
Call To Action
The aim of TikTok is to create high-quality, entertaining content that sells. Marketers can execute more actionable campaigns on this app, closing more sales. No matter if your content is educational, entertaining, or sales-oriented, a brief call to action at the beginning or end of your TikTok will help you win sales.
Sales buzzwords that do well on TikTok include:
- Miss out
- Start your free trial
And examples of calls to action you can implement into your TikToks today are:
- Start winning more by…
- Click the link in my bio to get started today
- Check it out…
- This is a limited time offer
- Download ___ today by…
- Do this today to…
- Three things you need for ____
- Here’s how I did ___________, follow to learn how.
It’s important to get started with your TikTok marketing strategy today, don’t fall behind your competition and bring your business to the next level by using the above tips!