If you haven’t launched a TikTok strategy, you aren’t too late. If you have but aren’t getting the results you want . you’re not alone. TikTok hit a billion users faster than any social media app in history. And its growth continues to skyrocket — 650,000 new users every day, enough to fill the largest football stadium in the US six times over. Plus, it overtook Google late last year to become the most-visited domain in the world. Still, none of that makes capitalizing on TikTok’s record-breaking momentum easy for ecommerce brands. To create viral organic hits and ad campaigns with mega returns, you need a one-stop, all-inclusive guide. That’s exactly what we’ve prepared. Here’s everything to craft your TikTok ecommerce strategy: TikTok Basics & the Value to Ecommerce Your Crash Course on TikTok Content Creation Building an Organic TikTok Marketing Strategy How to Use TikTok Advertising for DTC Business
TikTok Basics & the Value to Ecommerce Businesses TikTok originated in China as an app named Douyin in 2017. Parent company ByteDance introduced it to global markets as TikTok after a merger with now-defunct social network Musical.ly. Once dominated by Gen Z, its reach now goes much further. About 48% percent of US adults ages 18-29 and 20% of those ages 30-49 use TikTok. What’s more, 89% of Americans recognize the TikTok brand — a cultural impact far beyond its user base. People are not only using the app, they’re deeply connected while browsing. Known for its signature short, viral videos, the app keeps users glued to their phones for hours. Engagement rates on TikTok lean higher than on any other social platform. Nine out of 10 users log into the app multiple times per day, each racking up over 850 minutes per month. Why? Because the success of TikTok’s immersive experience points to a single ingredient. Exploring The TikTok Experience That ingredient is simplicity. And it’s revolutionary. When you open the app, you immediately land on the For You Page (FYP). Displaying one audio-on video at a time, TikTok’s algorithm monitors every interaction, then tailors your feed with content based on predictions about what you engage with most. Thus, the name: “For You” Page. Alternate content feeds, the “Following” and “Live” pages, pale in comparison to the appeal of the FYP. This personalized, one-video-at-a-time format makes TikTok a powerful content channel. The key is to create a video that lands on your ideal audience’s FYP. TikTok Versus Other Social Media Platforms Managing multiple social media accounts demands a lot of resources. Certain online platforms are better for achieving specific objectives than others. Where does TikTok fit into the bigger picture? Search-based platforms (like Google and Amazon) serve better for capturing demand. Traditional social platforms (like Facebook and Instagram) fare better for generating demand. Viewed through this lens, TikTok’s ability to generate awareness stomps its rivals. Unlike other social media platforms, TikTok supports widespread content virality, regardless of follower count. Imitators? Of course. But none with comparable organic reach. Facebook vs TikTok The average engagement rate on a Facebook post is 0.18%. The average post for influencers on TikTok boasts an engagement rate of 18%. Combine this with the average reach per post and you can see why an organic TikTok strategy carries higher potential ROI than one for Facebook. Facebook isn’t dead. It stands to be said, though, that an organic strategy built on repurposing content from other channels may be more worthwhile at the moment. Organic video sharing on TikTok currently sees better performance. Instagram vs. TikTok The thing that makes TikTok such a huge opportunity for brands? One word: discoverability. Instagram really identifies as the all-in-one platform, offering photos, videos, stories, and more. Potential audience growth (organically) on Instagram can’t compete w...