How eCommerce Brands are Marketing, Selling and Thriving on TikTok

In the last couple of years, TikTok has grown to have a chokehold in the social media market. The platform has over 1 billion active users every month and has redefined the content marketing game by pivoting to short entertaining videos. The sheer versatility of the platform means that its potential for eCommerce growth has already been harnessed in a big way.

The platform can be highly influential when it comes to purchasing decisions. 25% of TikTok users worldwide say they have either further researched or even purchased a product after watching content related to it on the platform. Through strategic eCommerce Marketing and a touch of creative vision, online stores can grow at extraordinary rates through the video platform.

However, there is an art to eCommerce marketing on TikTok. As we talked about Brave’s guide to marketing toward Gen-Z, younger audiences demand authenticity and have quick attention spans, leaving very little wiggle room to directly advertise. TikTok is the most Gen-Z platform out there, so the rules in that guide apply heavily here. Let’s look at the best steps towards growing your eCommerce brand on TikTok.

1) Authenticity Is Everything

The foremost principle you must have in your mind when attempting to promote, sell and thrive on TikTok is: TikTok is an entertainment platform, so you’ve got to give them exactly that. The app has made it incredibly easy to swipe up to the next video if you’re not engaging them, and audiences expect content that is down-to-earth, personal and DIY. Keep the high-quality photoshoots on Instagram!

So, the best solution is to produce TikToks designed to market the brand, rather than adverts designed for TikTok. Developing platform-specific content for TikTok will deliver stronger results, and users love content that is fun, quirky and passionate. Tell a personal story behind the brand’s inception, for example.

Ultimately, the best way to succeed at understanding what TikTok content to produce is by immersing yourself in the platform and becoming an expert yourself by adapting what you like to watch on TikTok.


Content Marketing / Ecommerce Marketing


2) The Power of Variety

The key to creating as much opportunity for audience outreach as possible is to diversify your content as much as you’re able to. This isn’t to say you should reinvent the wheel every time, but churning out the same idea each time will not suffice either. It’s a balancing act that you may want to look at brands to decipher.

More to this, utilising trends can be an ample method of eCommerce marketing by creating an image of an on-the-ball brand with its finger on the pulse. Be careful not to lean into them too late, however, as you can run the risk of having the opposite effect!

3) Converting Attention Into Sales

Raising brand awareness is a great start, but now you want to start converting into sales. The key challenge to this is shortening the content-to-sales pipeline as much as possible while retaining that authentic feel that TikTok demands. This can be done with a simple but clear call to action, which is shown to increase sales by 152%. On top of this, use discoverable hashtags and punchy captions that reiterate the brand’s core message to give yourself the best chance possible of converting sales.

On a content marketing planning level, producing seasonal content that highlights your products in time for a particular season is a great way of helping customers find a good timely reason to purchase your product. You could suggest it as the perfect product to get just in time for the summer or Christmas season, for example, and Black Friday can also be a very prosperous time for sales if marketed right. This strategy requires preparation and foresight to ensure you have enough content ready to go to maximise the amount of time you can spend marketing it for the season, but done effectively, it can prove to be a very fruitful venture.

Written byJamie Flett

Google Partner
Facebook Marketing Partner
Microsoft Ads