The Guide to Succeeding on TikTok Shop in 2024
E-commerce platforms are a huge space for brands to promote their products. TikTok Shop is one such platform, although far newer compared to giants like Shopee and Lazada. Still, since its launch in 2022, TikTok Shop has offered more opportunities for brands to meet customers where they are and capture new ones.
As the platform continues to cement its place as another go-to for e-commerce shoppers, brands must keep integrating its features into their digital marketing strategies.
Here’s how you can win on TikTok Shop this year:
FYP: First, your profile!
Before you even begin selling your products on TikTok, you have to do some housekeeping. Start with your TikTok profile. Here’s a short checklist to ensure your page is optimized for a seamless customer experience.
Do you have an easily recognizable default photo and name?
Is your TikTok username consistent with your brand’s usernames on other e-commerce and social media platforms?
Is your TikTok bio clear and concise? Does it provide enough information about your brand and its offerings?
Having these things on your profile makes it easier for users to search for you on the app, and makes your brand page look more trustworthy. An optimized profile is the perfect foundation for the rest of your TikTok Shop efforts!
Then, your shop.
Customers can access your brand’s Showcase via its own tab on your TikTok profile, which is marked with a shopping bag symbol. This is different from your brand’s actual Shop, which has its own link on your profile if your brand’s TikTok account is connected to your TikTok Shop.
Note: Having a TikTok Showcase is different from having a TikTok Shop. A TikTok account may have a Showcase without having a Shop, so don’t mix up the two!
Mind the feed.
TikTok is a video-heavy platform. So while live broadcasts are great for launching products and promoting them, it is also important to have a variety of video content to help viewers get to know your brand and its unique offerings.
Showcase the different products you have through video posts. Then don’t forget to add product tags, which are like popups that appear on the bottom of the screen showing information like the product icon, name, price, product ratings, and a button that lets viewers buy the product directly from the video they are viewing.
Source: https://seller-ph.tiktok.com
This lessens the work a customer has to do to make a purchase. And the less tapping they have to do to get to the checkout page, the better!
Pro-tip: Keep customers from getting ad fatigue by also posting content that isn’t product-focused. Mix in some lighthearted and entertaining posts, and don’t forget to post consistently!
Primetime lives are your BFF.
Maximize the power of TikTok Live by going live at least two to three times a week – better yet, go live every day. Make sure that your lives are around one to three hours long, too!
The best time to get up close and personal with your customers may vary, so take time to study your viewership for different timeslots and the behavior of your customers to find out what your brand’s primetime slot is.
For instance, brands like Nestle Philippines have scheduled sale events on TikTok Live around 8 or 9 AM daily.
Lives are a great way to give your customers real-time information about your products and their unique features. Lives also allow you to answer viewers’ questions about your products without having to make them go through a customer service representative.
Pro-tip: Don’t forget to add product tags on your broadcast so viewers can easily tap to purchase what you’re promoting.
Collab with influencers.
Today’s shoppers refer heavily to influencers to figure out what products they should and should not buy.
Teaming up with a trusted influencer within your niche can prove helpful to put your brand and its products on the radar of a bigger audience. Give guidelines about your brand voice and what products and product features to highlight, but still allow the creator some creative freedom when hosting your broadcast.
Skintific Malaysia regularly taps beauty and lifestyle influencers to test and promote their products, which they then repost on their own TikTok pages.
At Near, we always emphasize the need for authenticity to run successful campaigns, and TikTok lives are no exception. So when you tap an influencer, you are not just getting a host. You are getting a distinct personality with a dedicated audience to pay attention to your brand!
Pro-tip: Let an influencer’s personality shine during your live. It invites people in and makes them care about your brand because it shows sincerity.
Key Takeaway
Because TikTok Shop is not as well-established as other e-commerce platforms just yet, your brand must hold your customers’ hands in the process of navigating its features, as these may still be new to some of them.
Then take advantage of TikTok being primarily a video-sharing social media platform through primetime lives that feature relevant influencers and engaging video content that tell audiences more about your products and your thrust as a brand.
Want to create TikTok marketing campaigns that stand out? Contact us at Near Creative to learn more about our services!
