Social commerce in 2024: Top tips for brands tackling TikTok
Why should you be on TikTok business?
TikTok has skyrocketed in recent years as a platform and continues to grow exponentially, offering brands an unparalleled opportunity to connect with a huge – and very engaged – audience. It has over two billion users projected by the end of 2024 and sales predicted to reach $79.64 billion by 2025 in the US alone.
TikTok’s rapid growth and integration into ecommerce have made it a key player in product discovery and community building. A survey by Bizrate Insights and Insider Intelligence revealed that nearly 20% of digital buyers aged 18 to 34 made purchases through TikTok in June 2023.
We know how overwhelming TikTok can be, so here are our top three tips for making the most of TikTok for ecommerce stores.
- Introducing TikTok Shop
What is TikTok Shop?
One of TikTok’s most exciting features for ecommerce is TikTok Shop. Launched in November 2023, this feature allows brands to tag products in their videos and adds a shopping tab to their profiles that are synced to their product catalogs. Integrated with platforms like Shopify, TikTok Shop enables personalized product discovery experiences for users, leveraging the platform’s advanced ‘For You Page’ algorithm.
By setting up TikTok Shop, merchants have the opportunity to reach new audiences. In fact, users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked (40% TikTok vs. 22% Traditional Social Media)
- Tag your products: When setting up your TikTok shop, make sure to showcase your products by using them in your TikTok content and tagging them in your videos. This allows users to click on the products they see and be redirected to TikTok Shop for more details.
- Optimized your product catalog: Ensure your product catalog is well-organized and optimized for TikTok Shop. This includes high-quality images, engaging product descriptions, and accurate pricing information.
- Create shoppable content: Craft content specifically designed to showcase your products in action. Whether it’s a tutorial, unboxing, or user testimonials, make it easy for viewers to envision themselves using your products.
- Provide exclusive offers: Use TikTok to announce and promote exclusive deals or limited-time offers available through TikTok Shop. This creates a sense of urgency and incentivizes users to make a purchase.
By actively utilizing TikTok Shop, your brand can turn casual viewers into engaged customers, fostering a seamless transition from discovery to conversion.
- Be authentic
TikTok’s popularity stems from its authenticity. Brands can leverage TikTok to foster shoppers through their marketing funnels. First, building trust and converting a customer on TikTok shop, through to building Customer Liftetime Value (CLTV) and brand loyalty.
- Build trust with your online community: ecommerce marketers find that visual UGC (user-generated content) fosters the most customer trust. By using UGC on TikTok, you create a new level of connection with your audience while also fostering a community of brand advocates. Not only does UGC provide a form of social proof for potential shoppers, but it’s also a great way for brands to keep a pulse on what their customers are sharing about their brand.
- Work with influencers: TikTok’s global reach allows brands to connect with diverse influencers. TikTok natively has a Creator Marketplace to help with this. Find influencers that resonate with your shoppers and provide them with value for your shoppers such as affiliate codes. For other social platforms, use intelligent tools to streamline the process and maintain brand consistency. Our ambassador builder helps manage and send creative briefs to influencers, streamlining your influencer management process.
- Share your brand’s personality: Whether it’s footage from behind-the-scenes, a look at how your products are made, or funny team/office videos, let your audience see the human side of your business. Social media is a great opportunity to be less formal and connect in a lighthearted way with your customers. Don’t let your TikTok brand content go to waste. Incorporate it into your other marketing channels such as your website or even through screens at events. Manage these through a centralized hub and use content to impact your whole marketing funnel.
- Stay trendy
TikTok thrives on trends, making it crucial for ecommerce managers to stay updated. Remaining sensitive to and actively participating in trending content will keep your brand relevant and boost visibility and engagement.
- Use #hashtags: TikTok thrives on trends, making it imperative for ecommerce brands to stay updated. Actively participating in trending content not only keeps your brand relevant but also enhances visibility and engagement. Use popular hashtags and sounds to align your brand with ongoing trends and capture the attention of a wider audience. Plus, you can use hashtags as part of UGC campaigns!
- Try out live shopping: Take advantage of this trend by incorporating live shopping into your strategy. Engage with your audience in real-time, showcase products, and answer queries, creating an interactive and immersive shopping experience. We’re predicting a rise in live-stream shopping, so try your hand at that in the new year!
TikTok offers a dynamic platform for ecommerce brands to thrive in the world of social commerce. From TikTok Shop to authentic content creation and influencer collaborations, there are numerous ways to unlock TikTok’s potential for your brand. Embrace these tips, stay authentic, and watch as TikTok becomes a powerful driver of traffic and sales for your ecommerce business.
