Have you tried TikTok advertising for eCommerce success?
Are you taking advantage of the latest, most popular, and fastest growing social media platform on the block? TikTok.
It’s currently a contraversial subject in the marketing world, but we’re going to talk about it today
TikTok is not ideal for every e-Commerce business, but I personally think businesses within the fashion, beauty and fitness could do extremely well on TikTok.
With more than 500 million active users worldwide, TikTok presents an enormous opportunity to advertisers, especially for e-Commerce brands within the Fashion & Beauty & Fitness space.
With a much younger demographic currently using the social media platform, it’s an ideal opportunity for brands who wish to reach those under 25.
In time older users will start using TikTok, just like Facebook in its early days that first attracted the younger youth.
As each platform matures and evolves, then competition becomes heavier, so you should take advantage now.
The Average Engagement Rate On TikTok is 52%
TikTok has seen its engagement rate rise in accordance with its new user base. While there is a multitude of ways to calculate engagement rate, Cloutmeter indicates that TikTok
users currently average a solid 52.1% engagement rate.
TikTok Users In the US Have Spent Over $23.1 Million On ‘Coins’ Since 2018.
TikTok users spend money on the app primarily through the process of buying coins, which they then use to send emojis to other users during their livestreams.
Intelligence software company Apptopia estimates that U.S. users have already spent over $23.1 million on in-app purchases on TikTok.
Take advantage now, while TikTok has less competition and start growing your brand on the platform and advertising.
TikTok recently surpassed the 1.5 billion download mark, as reported back in November 2019.
TikTok has truly grown into a global phenomenon. So much so that the top 50 creators on TikTok have more followers combined than the total populations of Mexico, Canada, Australia, the U.K, and the U.S. combined.
Right now you still have the opportunity to advertise on TikTok whilst having peace of mind that it’s less saturate and less expensive, as well as have the oppotunity to tap into some big influencers on the platform.
Yes, Facebook is currently the most dominant social media platform on the market, and owns Instagram and Whatsapp, but I suggest you also give TikTik a go, and diversify your eCommerce marketing mix.
How to use TikTok for eCommerce brand awareness
TikTok can be extremely useful for creating brand awareness for your eCommerce brand, but that’s only fi your video goes viral or if you manage to get an infuencer to promote your brand.
You can run branded hashtag challenges, have influencers and customers run “unboxing ” videos,
Make sponsored TikTok ads look organic
Ads pop up as you’re scrolling through the “For You page”, and they show up with the organic posts.
You need to make sure that your ads look as organic as possible in order to get people checking out your content rather than simply skipping past.
Also we’ve heard that “loops are super important” — keeping someone watching the same video longer than just the 15 seconds.
Try to create content and ads that have people liking, commenting and sharing.
Whether or not a video goes viral is hard to predict, but simply keep testing and mixing it up, and seeing what’s also trending.
Add TikTok to your eCommerce marketing mix too
What platforms are you currently advertising on, and which platforms are you currently not taking advantage of?
Let’s take a look at your niche, yoru audience, your competitors, and then evaluate where the best places to advertise are.
Then we need to think of the types of content your audience loves and finds useful, then we have to go to work and get creative.
Whatever platform increases your brand awareness and can bring you the best return on ad-spend, is where we need to be.
Right now TikTok could be great for influencer marketing, it’s very new in terms of advertising so it’s all about testing and trying various things.
That’s what business is all about, taking risks, taking action, and analysing the data to make calculated desicions on what the next move needs to be.
TikTok influencer marketing opportunities for ecommerce brands
Reaching our to influencers on TikTok and getting creative AF with with video marketing is key.
TikTok is primarily a video sharing platform where people like to sing and dance and be funny, you need to make sure your video content suits the platforms style.
Also keep in mind, when reaching out to influencers, let them come up with something that seem,s natural to them, you don’t want to tell them how to film or speak to their followers, after all, they know their followers the best.
Plus the younger generation dont like anything that looks too salesy, letting the sponsored ad be useful and natural is the best way to go.
Examples of Influencer Marketing done right on TikTok
Gym Shark the fitnness eCommerce brand ran this influencer marketing campaign on TikTok on January 1st 2019
Gymshark announced its 66 Days: Change Your Life challenge. Users were tasked with picking a personal goal, which they would then hope to achieve by March 8th,
taking before and after pictures of their progress. The competition promised the winner a year’s supply of Gymshark goods.
You can imagine how well that did with users, especially seeing as Fitness is the type of industry where people love ot take selfies, before and after, as well as in progress shots.
They already have around 2 million followers on instagram, they simply wanted to target the younger demographic on TikTok, and it went well for them.
How Gym Shark Did it
Gymshark partnered with six influencers, at the time having a collective following of 19.8 million. They intentionally chose to collaborate with personalities who had higher followings on TikTok
than Instagram, though some cross-posted their promotions on Instagram as well in order to increase brand awareness.
The Gym Shark campaign brought nearly 2 million likes, 12K likes, and an engagement rate of 11.1%. The campaign hashtag, #gymshark66, was viewed 45.5 million times.
Too Faced the Makeup brand & it’s TikTok Influencer Campaigns
Too Faced the beauty brand,m decided to partner up with TikTok influencer Kristem Hancher
Using the hashtag #toofacedpartner, influencers post videos of themselves doing makeup up transformations and including before and after clips.
Hancher’s video featured her briefly makeup-free, before her quick transformation shot which showed the products she used as a song played over the top.
The success of the video among fans was likely increased by her presenting herself with no makeup; uncommon for her typical upload.
Her promotion garnered 1.8 million views, 167K likes, 1816 comments, and 2219 shares.
Since then, other influencers have partned up with Too Faced for ongoing influencer marketing campaigns.
The influencers collectively account for 11.9 million followers. With Hancher’s 23.1 million, TooFaced’s reach for the campaign is a staggering 35 million TikTok users.
The campaign’s tag has so far achieved 9.4 million views.
As you can see TikTok influencer marketing can be extremely succesfull when done right.
TikTok Influencer marketing for smaller brands
If you are reading this post and thinking to yourself that you’d love to try influencer marketing for your brand but you dont have the same budget as some of these bigger brands, simply understand that you can
goafter smaller influencers to begin with, then build your way up.
Choose several influencers that have the ideal audiences that you wish to reach, and reach out to them.
Influencer marketing can be a lot more affordable than paid ads, but if you can afford it, team up your influencer marketing collabs with some paid ads that target users who are interested in
certain brands, influencers and interests.
All you need is the motivation, determination and strategy in order to succeed.
What are your thoughts on TikTok
How many of you have run TikTok ads?
What kind of a return did you see?
Comment below with your thoughts and opinions and lets get the creative party started
Authors Final Thoughts
If you are ready to re-evaluate your current eCommerce marketying strategy and see what other options are out there and suitable for your brand, simply schedule in for a discovery call.
We’ll sit down over a cup of coffee and have a chat.
Schedule in by Clicking here
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