TikTok feels like a self-contained internet. Think about it – you can find literally everything there, from super popular internet celebrities exploding trends to niche weirdos ranting about their hyper-specific obsessions. There is joy, drama, passion, a common language and a lot of community. And, like any other corner of the internet, there are also plenty of opportunities to sell products.
Yes, the growth and cultural ubiquity of TikTok means it's the perfect place for your brand. We've already learned how TikTok marketing can help you reach new audiences and grow your following, but the app is so much more powerful than that. If you learn the ins and outs, you can learn how to sell on TikTok in 7 easy steps.
Can you sell products on TikTok?
Previously, brands would simply flood the feed and hope TikTokers would organically switch apps to search for their products. Then, last year, TikTok streamlined the process by partnering with Shopify to launch TikTok Shopping.
TikTok Shopping allows users to securely browse, select and purchase items without ever leaving the app. It is a seamless e-commerce integration that is already making waves on the platform.
"Our community has transformed shopping into an experience rooted in discovery, connection and entertainment, creating unprecedented opportunities for brands to capture consumers' attention," said Blake Chandlee of TikTok at the launch.
“TikTok is uniquely positioned at the center of content and commerce, and these new solutions make it even easier for businesses of all sizes to create engaging content that drives consumers directly to the digital point of sale. »
If you set up your page correctly (and meet TikTok's requirements), you'll be able to seamlessly add a shop tab to your TikTok page. The integration will allow users to view items from your online store without leaving the app.
Since its launch last year, TikTok Shopping is no longer restricted to Shopify users. It also works with Prestashop, Base, Square, BigCommerce, OpenCart, Ecwid, Shopline and Wix eCommerce.
TikTok Shopping was first launched for users in the US, UK, and Canada, but is now available for users in most countries around the world.
Source: Ecwid
Why sell on TikTok?
Many people use it
Simply put, TikTok is the epicenter of culture. Most trends — whether it's fashion, music, food, movies, or just about anything else — start on the app before traveling anywhere else. TikTok really is the cool kids club.
But to be clear, it's not just for kids. There are around 1 billion monthly active users on TikTok. This represents 20% of all Internet users in the world and one eighth of the world's population. And the average daily use time is more than one hour.
In other words, if you have a cutting-edge product, or even just something you think will attract some shine, TikTok is an amazing place to get your foot in the door.
No need for a big budget
It's not just influence that makes TikTok unique either. Users tend to dislike overly slick ads, preferring organically interesting content instead.
So you don't really need a big budget or a team to make waves on TikTok. The app really takes a democratic approach to content, often promoting the best overall videos on the coveted For You (or #fyp) page.
Source: Tik Tok
How to sell on TikTok
1. Determine your niche
It goes without saying that the largest user base on TikTok is made up of teenagers, followed by those between the ages of 20 and 29, and then those between the ages of 30 and 39. That's already a lot of information to help you personalize your marketing, and it doesn't necessarily mean you can't reach seniors if that's your goal.
Specificity helps on this network, so be sure to familiarize yourself with the app and its various communities.
For example, suppose you want to sell a reading lamp. Dig deep into the #BookTok hashtag and find out what kinds of videos the app's book enthusiasts are posting. If you learn their language, you can participate in conversations more organically.
2. Set up your business account
Once you've mastered the digital world, it's time to prepare your TikTok account for success. Whether you've already signed up or are starting from scratch, you'll need to make sure you have a TikTok for Business account (and switching is as easy as opening Manage Account and tapping Switch to Business Account ).
You will naturally want to prepare your account so that it has all the relevant information and images of your brand, then it will be time to integrate your e-commerce platform (instructions should be available on the platform site e-commerce you use).
When all is said and done, you will have the TikTok Shopping tag on your page, and it will display your products. There are two integration points to choose from – you can have the entire retail experience contained within the app, or you can have the final transaction take place on your website.
3. Start creating
Of course, it's not enough to create a page and leave it there. To thrive on TikTok, you need to create content. Lots of content.
When it comes to TikTok, quantity definitely trumps quality. But the main thing you need to remember is that you don't want to be a "salesman". TikTok users will sniff out an ad from miles away, so you need to relax if you want to gain traction. Make sure you are actually having fun because your viewers can tell if you are genuine or not.
The best is to go back to your niche research and participate in the trends and challenges in this field. Whether it's a dance craze or a viral meme, you can get in on the trend while quietly promoting your product.
Once you've established a voice and following, you can even try starting your own TikTok challenge with a unique hashtag. A move like this could pay off in unimaginable ways with the right amount of creativity and luck.
4. Tag your videos with products
One of the easiest and most important steps in this process is to correctly tag the elements of your videos. Yes, the TikTok Shopping feature includes the ability to tag a product with just a tap.
Not only does this key maintain your brand awareness, it also means you can advertise ad-free – your videos can take any form and the products you showcase will always be tagged. It's a great way to sneak into product placement in front of users who pride themselves on not falling for ads.
5. Leverage
Whether or not you've had success tapping TikTok trends yourself, there's always the option of influencer marketing. Yes, TikTok is full of influencers from all walks of life, and they all have one thing in common: they'll likely endorse your product, for a price.
Of course, like anything else, you need to do your research. You'll want an influencer who fits right into the niche you determined in Step 1, and you'll also want an influencer who has, well, real influence. Go through their followers and posts to make sure they're a perfect match for your brand, then reach out to them and determine a partnership.
Working with an influencer can be a great way to increase your reach, but you definitely need to be strategic because it can start to get expensive pretty quickly.
For example, Kylie Cosmetics often works with influencers to promote their makeup products on TikTok.
@kyliecosmetics @makeupbyalissiac favorite gloss lip lacquer shades: 90's bby, you're cute jeans and not @me! 💋
♬ original sound – Kylie Cosmetics
6. Encourage UGC
If you're smart (and, well, lucky), your work with influencers and use of quirky hashtags could invite a bonanza of UGC (user-generated content). It's the ultimate snowball effect, which can lead to unimaginable global reach for your brand.
UGC can take the form of a TikTok challenge or meme, or it can just be a single video that goes viral. It could be something you invite as a brand, or it could be capitalizing on an organic opportunity when it arises.
The most infamous example of this is Nathan Apodaca's highly viral TikTok which saw him skateboarding while sipping Ocean Spray cranberry juice and listening to "Dreams" by Fleetwood Mac. The video captured worldwide attention and was recreated by several celebrities (including members of Fleetwood Mac themselves).
@420doggface208 ♬ Dreams (2004 Remaster) – Fleetwood Mac
More importantly, Ocean Spray incorporated it into their marketing materials and used it to promote the #DreamsChallenge. The original TikTok now has 13.2 million views. Imagine what would have happened if they had branded their product directly in the video.
7. Promote Posts
Again, TikTok users are not as adept at responding to traditional advertising. But that doesn't mean you can't promote an organic post. In fact, it's quite easy to get a video in front of more people with TikTok Promote.
Here are the steps to promote a video and drive traffic to your storefront:
1. Tap Me at the bottom right to access your profile.
2. Tap the 3-line icon in the top right to access your settings.
3. Tap Authoring tools and then tap Promote .
4. From the Promotions page, tap on the video you want to promote (it must be public and cannot contain copyrighted music).
5. Choose one of the following objectives for your video:
• More video views .
• More visits to the site .
• More subscribers .
6. If you choose More Site Visits , you'll add a URL and choose a call-to-action button (example: Learn More, Buy Now, or Sign Up). Then press save .
7. Tap the circle next to the audience you want to reach, then tap Next . You can choose from:
• Automatic . TikTok will choose the audience for you.
• Custom . Target specific genders, age groups, and interests you want to reach.
8. Set your budget and duration, then tap Next .
9. Add payment information (Android) or top up your coins (iPhone).
10. Tap Start Promo .
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