As a part of its ongoing development and push to implement extra monetization alternatives, TikTok has been more and more leaning into eCommerce, which might help facilitate elevated advertiser exercise, whereas additionally offering extra income potential for particular person creators by way of model partnerships.
That’s already change into a key use case for Douyin, the Chinese language model of the app, and now, with the vacation season quick approaching, TikTok is pressing its case as a key product showcase and procuring vacation spot, by way of what it’s calling ‘Group Commerce’ or creator-driven word-of-mouth advertising.
As defined by TikTok:
“The TikTok made me purchase it phenomenon has helped merchandise of every kind fly off the cabinets – from from leggings and milk frothers to cranberry juice, cleansing merchandise, homewares, and every thing in between. TikTok is so infamous for serving to manufacturers take off that is it is typically lined within the information, and a few retailers have created #TikTokMadeMeBuyIt sections of their shops, realizing that buyers want to purchase issues they see on the app.”
Certainly, the rising recognition of the platform presents a complete new vary of promoting alternatives, and the virality of TikTok traits is driving new procuring behaviors because of this.
To assist manufacturers faucet into this, TikTok has shared some new insights and suggestions to assist entrepreneurs increase their product advertising efforts within the app, which might assist form your strategy to TikTok advertising.
First off, TikTok notes that its platform presents new alternatives for entrepreneurs, by way of maximizing engagement with their merchandise by way of leisure.
“Individuals are much less glad with a lot of the promoting they see on-line. They’re in search of advert experiences which are genuinely entertaining, particularly in terms of commerce advertising; round one-third of individuals need commerce to be extra entertaining.”
Which is what TikTok does finest, offering quick, entertaining clips that preserve folks watching, and scrolling by way of their feeds. That presents a novel alternative for manufacturers to faucet into those self same traits, which is the place many eCommerce retailers are producing outcomes – by creating TikToks, not adverts, on the platform.
TikTok additionally notes that one other key benefit it has on this regard is its algorithm, and its ‘hyper-relevant For You web page’:
“Whereas different content material feeds are constructed round a consumer’s following, the For You web page is constructed round movies that customers like, share, and watch repeatedly. So if somebody’s For You web page reveals them a video speaking about, say, make-up merchandise or homewares, there is a good probability they care about magnificence or inside design.”
This can be a key level – with TikTok extra aligned round content material than creators or profiles, it has extra alternative to showcase a broader vary of clips from completely different suppliers. TikTok’s algorithm can be superb at detecting what you want, and exhibiting you extra of it (as anybody who’s spent greater than an hour scrolling by way of the app will attest), with its full-screen presentation format additionally offering immediately indicative indicators that the algorithm can then use to additional attune its suggestions to every particular person viewer.
That works for normal clips, and as TikTok notes, can be efficient in showcasing related merchandise, a key word to contemplate in your planning.
TikTok additionally notes that Group Commerce facilitates discovery by encouraging audiences to create entertaining content material, versus it being shared by the manufacturers themselves.
“That content material is then shared with and loved by these creators’ trusted communities. In essence, it is the digitization of word-of-mouth advertising – and it empowers manufacturers to type real connections with folks in a method that drives consciousness, favorability, and gross sales.”
Leaning into TikTok’s group sharing and remix tradition might be a good way to spice up model consciousness on this respect, and partnering with skilled creators on the platform might help to gas this strategy, as they work to carry your product into line with viewers expectation within the app.
Lastly, TikTok additionally notes that its evolving eCommerce instruments allow customers to go from ‘discovery to motion in a cut up second’:
“They hear a couple of product in movies on their For You web page, then have interaction with that content material and use our promoting merchandise to go to a model’s web site to browse or make a purchase order. All of this takes place inside the TikTok app itself, and it occurs so easily that customers can return to their feeds as quickly as they’re achieved, then restart the method.”
There are some priceless notes right here, some key concerns in your strategy – and once more, with the vacation season quick approaching, and TikTok nonetheless leading the monthly app download charts, it might be value experimenting with TikTok advertising, and seeing what outcomes you may generate, particularly by way of influencer partnerships or platform specialists.
It’s actually an addictive platform, and in case you can faucet into that along with your promotions, that may very well be a robust driver for optimum response.
You may learn extra of TikTok’s promoting suggestions and insights here.