TikTok Marketing for Ecommerce

Bored in the house and I’m in the house bored... 

Does that song sound familiar to you? 

Yes? Congratulations. You’re one of the 800 million people who use TikTok. No idea what we’re talking about? Don’t worry, there’s still time… 

The truth is, even if you haven’t used TikTok, the social media platform’s reach goes far beyond just the app itself. 

From annoyingly-catchy sound bytes to dance trends to DIY hacks, TikTok has absolutely exploded in popularity. Although it might look like a passing gen Z trend, it’s far from just another goofy app. 

TikTok has already surpassed LinkedIn, Reddit, Snapchat, Twitter, and Pinterest in popularity, and it was the number one downloaded app in 2020

The app ranked 6th for consumer spending worldwide in 2020

There’s no doubt about it. The marketing opportunity on TikTok for ecommerce merchants is huge.

In this blog post, we’ll go over what TikTok is, why it’s such a powerful marketing channel for ecommerce brands, and how to market your business effectively on TikTok.

What the heck is TikTok?

TikTok Google search.

TikTok is a video-sharing social media app. Users create and share short-form videos (15-60 seconds) ranging from comedy, dance, beauty, education, and more. 

It’s like Vine’s funnier, more successful cousin (RIP Vine). What sets TikTok apart from other video-sharing platforms is its for you page (fyp). 

Unlike other social media platforms where your feed is populated with content from people you follow, TikTok’s algorithm curates your for you page based on content that you’ve engaged with (views, likes, shares, comments, etc.). 

Everyone’s for you page is different. You don’t have to follow other users to engage with content, and the feed is truly endless. 

TikTok isn’t just for gen Z, either. As of June 2020, nearly 38% of TikTok users in the US were above age 30.

Why Tik Tok marketing?

TikTok infographic.

Source: TikTok

TikTok is a place to get creative, be authentic, and build connections with new audiences. 

You don’t need a large following to go viral on TikTok. Regular people and unknown brands have gone viral and gained a large organic following overnight. 

The app’s algorithm gets your content in front of relevant, niche audiences for you.  TikTok’s power is in the discoverability of its content. 

For ecommerce brands, the draw is the ability to reach people at a relatively low cost. The app gives people a whole new way to discover and engage with the products they love. 

TikTok has the highest social media engagement rates per post. With 800 million active users worldwide, it’s a channel worth using. 

Effective TikTok marketing can lead to an increased organic following, lower customer acquisition costs, more website traffic and sales, and brand loyalty. 

And the best part? Marketing on TikTok is low cost and low risk. And it’s actually fun to do. 

How to market on TikTok

Here are some fun and effective ways to grow your brand’s audience on TikTok. 

Use hashtags 

Use hashtags that are niche to your content to help TikTok understand what your video is about, and who it’s for. 

If it’s a thing, there’s a niche TikTok audience for it. Grass-Tok, cleaning-Tok, and guinea pig-Tok, are just a few that come to mind. How do you get on grass-Tok? No one knows. 

Homesick Candles sells all-natural, location-themed candles. And to reach a candle-obsessed audience with their first post? They used the hashtags #candlesoftiktok #candletips #wiktok and #tricktips. 

Pro tip: Increase discoverability by including the hashtags #foryoupage or #fyp. 

Homesick's first TikTok video.

Post behind-the-scenes videos

Recently when I was scrolling through my for you page, I ended up on glassblowing-Tok. Do I know anything about glassblowing? No. One video of someone showing how they blow glass into a vase was enough to suck me in. 

That’s the beauty of TikTok

Sienna Studios started posting videos on TikTok using the hashtags #smallbusinesscheck and #artistsontiktok during the pandemic and gained over 20K followers in 24 hours. 

Pro tip: Use trending hashtags and sounds to help boost the discoverability of your video. 

Sienna Studio's TikTok page.

They sell home decor items, and the team of two posts videos showing how they hand-pour their ceramics. It’s like How It’s Made, but in 15-60 seconds.  

Spark user-generated content 

With features like duets, stitches, and reusing sounds, there are a lot of ways to get creative on TikTok. Testing out what resonates with your audience and repeating is a super low-risk way to find that sweet spot. And when you do find it? 

It pays off, bigly. 

In a conversation with Market Hire, founder of Doe Lashes, Jason Wong said that once they found out what kind of videos resonated with people TikTok drove their customer acquisition costs down by 60%. “We spend virtually no money there; it’s all organic.”   

Doe Lashes has been posting videos since 2017, and they started getting a lot of engagement during the pandemic.  

Doe Lashe's TikTok page.

They’ve grown their audience to almost 90K people over the last year. The brand posts how-to videos, behind-the-scenes content, and clever user-generated content. 

In one of their recent videos titled “what’s the doe difference,” co-founder Amy addressed the haters by responding to a negative comment. This video has racked up 2.2. million views so far. 

Do giveaways 

Footwear brand Vessi gained over 100K followers since February 2020 through giveaways. 

They use the duet feature in their videos to generate buzz and user-generated content, leading to an increase in followers and sales. 

Vessi's TikTok page.

Are you ready to try a new channel? Use TikTok to get discovered, be creative, and authentically engage with new audiences.