TikTok Marketing for eCommerce Brands

As we move into 2023, it's clear that TikTok is a powerful marketing tool for eCommerce brands looking to reach new audiences and drive sales. With its unique format and massive user base, TikTok offers a range of creative opportunities for brands to showcase their products and engage with consumers. By creating engaging and entertaining content that aligns with TikTok's fun and energetic vibe, eCommerce brands can effectively connect with their target audience and drive traffic to their online stores.

10 Minute Read

Introduction to TikTok Marketing 

As a social media platform with over 2 billion users worldwide, TikTok has become a popular marketing tool for eCommerce brands looking to reach a younger, digitally native audience. With its unique format of short-form videos, brands can create engaging content that showcases their products and connects with potential customers in a fun and interactive way. In this article, we will explore the benefits of TikTok marketing for eCommerce brands and provide tips on how to effectively use the platform to drive sales and build brand awareness. Whether you're just starting out on TikTok or looking to expand your marketing efforts, this article will give you the insights and strategies you need to succeed.

TikTok Influencers

In recent years, TikTok has become a go-to platform for influencers looking to build their personal brand and reach a wider audience. With its short-form video format and focus on creativity, TikTok has attracted a diverse group of influencers who use the platform to share their expertise, hobbies, and personal experiences. From fashion and beauty to food and DIY, TikTok influencers come from a variety of backgrounds and niches, making it a popular platform for brands looking to collaborate and reach a specific audience.

One of the main reasons TikTok influencers are so effective is because of the platform's unique format of short-form videos. This allows influencers to create engaging content that showcases their personality and interests, and helps to build a strong connection with their followers. TikTok influencers are also able to leverage the platform's various features, such as music, filters, and special effects, to create visually appealing and memorable content.

However, finding the right TikTok influencer for your brand can be a challenge. It's important to do your research and find an influencer who aligns with your brand values and target audience. This can involve looking at the influencer's past content, analyzing their engagement rate, and considering their overall fit with your brand.

Top TikTok Influencers

As we’ve already mentioned, TikTok is home to a diverse community of influencers, each with their own unique style and niche.But who are the top TikTok influencers and what makes them so popular on the platform?

One of the top TikTok influencers is Charli D'Amelio, a teenage dancer and social media personality who first gained fame on TikTok for her dance videos. With over 100 million followers, Charli is one of the most followed people on the platform and has used her influence to promote brands such as Hollister and Calvin Klein.

Another top TikTok influencer is Addison Rae, a dancer and social media personality who has amassed over 70 million followers on the platform. Addison is known for her dance videos and has used her influence to promote brands such as American Eagle and Calvin Klein.

Other top TikTok influencers include Dixie D'Amelio (sister of Charli), who has over 45 million followers and has promoted brands such as Calvin Klein and Hollister; and Zach King, a filmmaker and magician with over 45 million followers who has worked with brands such as Apple and Nike.

It's important to note that TikTok influencers are not just limited to individuals. Many brands and organizations have also found success on the platform, using TikTok to showcase their products and connect with consumers in a fun and interactive way. For example, the NBA has gained over 10 million followers on TikTok by creating humorous and entertaining content that resonates with their target audience.

Influencer Marketing Agencies

In the most general terms, TikTok influencer marketing agencies are companies that specialize in connecting brands with influencers. These agencies can help brands identify the right influencers to work with, negotiate collaborations, and measure the success of influencer campaigns. Aztech specializes in connecting brands with high profile Influencers for direct to consumer eCommerce influencer campaigns.

One of the main benefits of working with a TikTok influencer marketing agency is their expertise in identifying the right influencers for your brand. These agencies have access to a wide range of data and tools that allow them to analyze an influencer's engagement rate, audience demographics, and content style, among other factors. This can help brands find influencers who are a good fit for their products or services and target audience.

In addition to finding the right influencers, TikTok influencer marketing agencies can also help to negotiate and manage collaborations. This can include setting clear goals and objectives for the campaign, establishing terms of compensation, and creating contracts that outline the rights and obligations of both parties. Working with an agency can help to ensure that the collaboration runs smoothly and meets the needs of both the brand and the influencer.

Measuring the success of a TikTok influencer campaign can be somewhat challenging, as it can be difficult to directly attribute sales or other desired outcomes to the campaign. However, TikTok influencer marketing agencies have the tools and expertise to track key metrics and provide insights on the effectiveness of the campaign. This can include metrics such as engagement rate (likes, comments, and views), reach (the number of people who saw the content), and click-through rate (the number of people who clicked on a link in the content). It's also a good idea to track any increase in brand awareness or customer loyalty as a result of the campaign.

User Generated Content

User generated content (UGC) is a term used to describe any form of content that is created and published by users, rather than by professional journalists or content creators. One of the main benefits of UGC on TikTok is that it allows businesses and organizations to tap into the creativity and talent of their audience. By encouraging users to create their own videos and share them on the platform, businesses can gain valuable insights into what their audience is interested in and what types of content are most likely to go viral. 

Another benefit of UGC on TikTok is that it can help businesses to build strong, authentic connections with their audience. Unlike traditional advertising, which can be perceived as impersonal and inauthentic, UGC allows businesses to showcase their products and services in a more natural and authentic way. By featuring user-generated content in their marketing campaigns, businesses can demonstrate that they value their customers and are willing to listen to their feedback and ideas.

There are several ways that eCommerce brands can encourage users to contribute UGC on TikTok. One common approach is to offer incentives, such as discounts, coupons, or prizes, to users who create and share videos on the platform. This is a very effective way to encourage participation, particularly if the incentives are appealing to potential customers.

Another way to encourage UGC on TikTok is to make it easy for users to create and share videos. This can involve providing users with tools and resources, such as a user-friendly video editor or a step-by-step guide to creating and publishing content. By making it easy for users to contribute, eCommerce brands can increase the likelihood that users will actually participate.

Examples of user generated content

There are many forms of User Generated Content that eCommerce brands can leverage on TikTok. It’s worth remembering that that TikTok is a virality engine, and the type of content that your brand promotes and shares, needs to hook people’s attention in an engaging way. Here are some examples of User Generated Content that your brand should use:

  • Product reviews: Many TikTok users create and share videos reviewing products that they have used. These reviews can be helpful for other users looking for recommendations or information about specific products.
  • DIY and tutorial videos: TikTok is also a popular platform for DIY and tutorial videos, where users create and share videos showing how to do things like fix a broken item, create a new craft project, or cook a specific dish.
  • Personal vlogs: Some TikTok users create and share personal vlogs, which are videos that document their daily lives and experiences. These vlogs can be a great way for users to connect with others who have similar interests and experiences.
  • Comedy sketches: TikTok is also home to a thriving community of users who create and share comedy sketches and other humorous content. These sketches often go viral and can be a great way for users to showcase their creativity and sense of humor.
  • Q&A videos: Many TikTok users create and share Q&A videos, where they answer questions from their followers about themselves, their interests, or their experiences. These videos can be a great way for users to connect with their audience and build a community on the platform.

TikTok Trends

If you’re not already intimately familiar with TikTok, you may not be aware of what a “TikTok Trend” is. A TikTok trend is a popular theme or idea that many TikTok users create content around. These trends can take the form of a specific sound, dance, or visual style that becomes popular on the platform. TikTok trends often involve users creating short, creative videos that follow a certain format or style. For example, a popular trend might involve users creating videos in which they lip sync to a popular song or perform a specific dance to a certain beat.

TikTok trends can often spread quickly and become popular worldwide. Many users enjoy creating content around trends because it gives them a chance to be creative and participate in something that is popular on the platform. 

TikTok trends are a key part of the platform's culture and can be a fun and engaging way for users to connect with others and express themselves creatively.

There are several ways that ecommerce brands can leverage TikTok trends to reach a wider audience and promote their products or services. Here are a few suggestions

  • Create content around TikTok trends: One way for ecommerce brands to get in on TikTok trends is to create their own content that is related to the trend. This could involve creating a video that incorporates the trend in some way, or using the trend as inspiration for a product or promotion. For example, if a popular TikTok trend involves users dancing to a certain song, an ecommerce brand might create a video of their own employees dancing to the song while wearing or using their products.
  • Use hashtags related to TikTok trends: Hashtags are a powerful way to reach a wider audience on TikTok. By using hashtags related to popular TikTok trends, ecommerce brands can increase the chances that their content will be seen by users who are interested in the trend. This can help to increase the visibility of the brand and attract more followers.
  • Partner with TikTok creators who are participating in trends: Another option is to partner with TikTok creators who are participating in popular trends. This could involve sponsoring their content, offering them products to feature in their videos, or collaborating with them on a shared content campaign. By working with popular creators, ecommerce brands can reach a larger audience and potentially drive more traffic and sales.
  • Keep an eye on TikTok trends and respond quickly: Finally, it's important for ecommerce brands to stay up to date on TikTok trends and be ready to respond quickly. This can involve regularly checking the platform for new trends, monitoring the performance of their own content, and being ready to adapt and create new content as trends emerge.

TikTok Trends Songs

To go a layer deeper and expand on the musical origins of TikTok, brands can think about how to leverage specific TikTok trend songs to build awareness and grow their business. TikTok trending songs can be any genre and may have become popular on TikTok through a variety of means, such as being featured in a viral video or being used in a popular dance trend. TikTok trend songs are often used as background music in videos and may be paired with a specific dance or visual style.

Direct to consumer eCommerce brands should be strategic in their approach to piggy backing on TikTok trend songs. Here’s what you should execute against:

  • Offer discounts or promotions tied to the trending song: eCommerce brands can offer discounts or promotions tied to the trending song as a way to incentivize TikTok users to purchase their products. For example, the brand could offer a discount code that can be used when checking out on their website, or they could host a giveaway for a product related to the trending song.
  • Participate in TikTok challenges related to the trending song: Many trending songs on TikTok are used in challenges, where users create their own videos featuring the song and post them to the platform. Ecommerce brands can participate in these challenges by creating their own videos featuring the song and their products, and encouraging their followers to do the same.
  • Use the trending TikTok songs in social media marketing campaigns: eCommerce brands can also use the trending song in their social media marketing campaigns on platforms other than TikTok, such as Instagram or Twitter. This can help to build buzz and increase the reach of the brand's marketing efforts.

TikTok Ads

To create TikTok ads, you'll need to use the TikTok for Business platform. This will allow you to set up and manage your ad campaigns, targeting specific demographics and interests. It's important to test different ad formats and targeting options to see what works best for your ecommerce brand. 

There are several ad formats available on TikTok, including in-feed video ads, brand takeover ads, hashtag challenge ads, and product placement. By using the TikTok for Business platform, you can set up and manage your ad campaigns and test different ad formats and targeting options to see what works best for your brand.

  1. In-feed video ads: These are sponsored videos that appear in users' feeds and are marked as "promoted." They can be up to 60 seconds long and can include a call-to-action, such as "Learn More" or "Shop Now," that takes users to your website or product page.
  1. Brand takeover ads: These are full-screen ads that appear when a user opens the TikTok app. They can be up to 3 seconds long and can include a call-to-action that takes users to your website or product page.
  1. Hashtag challenge ads: TikTok users often participate in challenges that involve creating and sharing videos using a specific hashtag. As an ecommerce brand, you can sponsor a hashtag challenge and create a branded hashtag for users to use in their videos. This can help to build buzz and drive traffic to your website or product page.
  1. Product placement: TikTok users often create videos featuring products or brands. As an ecommerce brand, you can work with influencers or creators to include your products in their videos as a form of sponsored content.

How much does TikTok advertising cost?

As we’ve already mentioned, there are several ways to advertise on TikTok, and the cost can vary depending on the type of ad you choose and the specific targeting options you select.

The cost of in-feed ads is typically based on a cost-per-impression (CPM) model, which means you pay for each thousand times your ad is displayed to users. The CPM for in-feed ads on TikTok can range from $5 to $50, depending on the targeting options you select and the ad format you use.

The cost of branded hashtag challenges can vary widely, depending on the specific terms of the campaign and the level of engagement it generates. Similarly,  the cost of branded effects can vary depending on the specific terms of the campaign and the level of engagement it generates.

The cost of in-app banner ads is typically based on a cost-per-click (CPC) model, which means you pay for each time a user clicks on your ad. The CPC for in-app banner ads on TikTok can range from $0.10 to $1.00, depending on the targeting options you select.

Overall, the cost of advertising on TikTok can be quite affordable compared to other social media platforms, particularly if you are targeting a specific audience and are able to generate a high level of engagement. It's important to carefully consider your budget and advertising goals when deciding how to advertise on TikTok.

TikTok Ads Library

The TikTok Ads Library is a tool that allows advertisers to view and manage their TikTok ad campaigns. It provides access to a range of features and tools that can help you create, optimize, and measure the performance of your TikTok ads.

Let’s look at some of the key features and capabilities of the TikTok Ads Library:

  • Campaign management: The Ads Library provides a dashboard where you can view and manage all of your TikTok ad campaigns in one place. You can create new campaigns, set up targeting options, set budgets and bid amounts, and view the performance of your campaigns in real-time.
  • Ad creation: The Ads Library includes a range of ad formats and creative assets that you can use to create your TikTok ads. You can use text, images, and video to create in-feed native ads, branded hashtag challenges, branded effects, and in-app banner ads.
  • Targeting options: The Ads Library allows you to target your ads to specific users based on factors such as demographics, interests, and behaviors. You can also use the TikTok Ads Library to target specific countries, regions, and languages.
  • Performance tracking: The Ads Library provides detailed analytics and performance tracking tools that allow you to measure the effectiveness of your TikTok ad campaigns. You can track metrics such as impressions, clicks, conversions, and cost-per-action (CPA) to understand how your ads are performing and make adjustments as needed.

The TikTok Ads Library is a powerful tool that can help you create, manage, and optimize your TikTok ad campaigns effectively and efficiently.

TikTok Ads Specs

If you’re going to advertise on TikTok, you need to be aware of the TikTok Ad specifications. TikTok has specific guidelines and requirements for the ads that are displayed on its platform. These guidelines, known as "ads specs," outline the technical and creative requirements that advertisers must follow when creating and submitting their ads for review.

You can view all the specification at this link, but here are some of the key aspects of TikTok's ads specs:

  • File formats: TikTok supports a range of file formats for images, videos, and other creative assets used in ads. These include JPG, PNG, GIF, and MP4 for images and videos, and HTML for interactive elements.
  • Image size and resolution: TikTok recommends using images with a minimum size of 750 pixels by 750 pixels and a resolution of 72 DPI.
  • Video size and resolution: TikTok recommends using videos with a minimum resolution of 720p (1280 x 720 pixels) and a frame rate of 30 FPS. Videos should be no longer than 60 seconds in length.
  • Text limits: TikTok has limits on the amount of text that can be included in ads. For example, in-feed native ads can have a maximum of 45 characters in the ad headline and 90 characters in the ad body.
  • Creative content: TikTok has guidelines for the types of content that can be included in ads. Advertisers should avoid using inappropriate or offensive content, and should ensure that their ads comply with all applicable laws and regulations.

The TikTok Ads Agency

Because TikTok is a relatively new social media platform, the emergence of TikTok ad agencies is a relatively recent development. TikTok has seen explosive growth in popularity in recent years, particularly among younger users, and as a result, it has become an increasingly attractive platform for advertisers in the DTC eCommerce space looking to reach this demographic. 

In response to this demand, a number of ad agencies have emerged that specialize in creating and managing TikTok ad campaigns. These agencies offer a range of services designed to help businesses of all sizes effectively reach and engage with their target audience on TikTok. Aztech is one such agency, and we specialize in driving highly optimized Advertising campaigns using the TikTok platform. 

TikTok ad agencies typically offer a range of services, including campaign planning and strategy, ad creation and management, analytics and reporting, and account management. By working with a TikTok ad agency, eCommerce brands can benefit from the expertise and resources of a team of professionals who are experienced in creating and managing successful TikTok ad campaigns. 

At Aztech, we’re here to help you continue to grow and scale your business. Our TikTok Advertising services include:

  • Campaign planning and strategy: We help you develop a customized advertising strategy that aligns with your business goals and budget. This includes defining your target audience, identifying the most appropriate ad formats and targeting options, and setting up tracking and measurement systems to monitor the performance of your campaigns.
  • Ad creation and management: We help you create and manage your TikTok ad campaigns, including designing and producing creative assets, setting up targeting and budgeting options, and optimizing your campaigns for maximum performance.
  • Analytics and reporting: We provide detailed analytics and reporting on the performance of your TikTok ad campaigns, including metrics such as impressions, clicks, conversions, and cost-per-action (CPA). This can help you understand how your campaigns are performing and make informed decisions about how to optimize and improve them.
  • Account management: We handle all aspects of your TikTok advertising account, including setting up and managing campaigns, creating and managing ad groups, and monitoring account performance.

As we move into 2023, it's clear that TikTok is a powerful marketing tool for eCommerce brands looking to reach new audiences and drive sales. With its unique format and massive user base, TikTok offers a range of creative opportunities for brands to showcase their products and engage with consumers. By creating engaging and entertaining content that aligns with TikTok's fun and energetic vibe, eCommerce brands can effectively connect with their target audience and drive traffic to their online stores. While TikTok may require some experimentation and creativity to get right, the potential rewards make it well worth the effort for eCommerce brands looking to stand out in a crowded online marketplace.

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