Tagged: TikTok
4 Things You Need To Know About TikTok Shop
- by Luke Thiessen
Social media giant TikTok has innovated and changed a lot about how we use the internet, and increasingly, that includes shopping.
Given its simple, streamlined structure of feeding videos to users, TikTok may not seem like the most likely app to become a one-stop shop for everything on the internet, but – mostly thanks to a huge Gen Z userbase – that’s exactly where it is heading. Research shows that younger people are increasingly using social media (especially TikTok) in place of search engines, and now, in place of “traditional” online stores and e-commerce.
The app was already carving out a niche as a place for influencers to recommend products, with popular trends and hashtags like #TikTokMadeMeBuyIt driving sales even before businesses could sell anything directly on the app. Then in September of 2023, TikTok announced the worldwide rollout of TikTok Shop, its in-app shopping platform powered by Shopify.
Whether you’re a business looking for another sales avenue, or a TikTok user and customer curious about the platform, here are four things you need to know about TikTok Shop.
1. It’s more popular than you might think
TikTok itself has been one of the fastest-growing social media platforms since its launch, but its sales platform has proven even more immediately popular. Less than two years in, one U.S. survey shows 37% of Americans under 60 have purchased something on TikTok Shop.
Other data suggests that only between a quarter and a third of marketers are using TikTok at all, with many of those not using TikTok Shop, so it seems businesses are lagging behind consumers in meeting them where they want to engage and shop. And while TikTok users aren’t quite as likely to follow as many businesses and brands on the platform, a survey from Sprout Social showed that more than half of users interact with brands daily, and product discovery was the thing users wanted most from brands on TikTok.
2. Most products sold on TikTok are health and beauty
Since its launch, TikTok Shop has been dominated by a few specific product categories, especially things like cosmetics, wellness products and fast fashion. However, as more businesses join the platform, the market is diversifying, if slowly.
In its early days, nearly all products sold on TikTok were health and beauty, and while other product categories have started making their way onto the platform, health and beauty still makes up around 79% of sales.
So, if you are a cosmetic, hair or skincare brand, you will be in good company on TikTok Shop, but also face a lot of competition.
3. It really is the wild west out there
While younger, female users are the most likely to make a purchase on TikTok Shop, that may be more to do with a lack of products on offer for other audiences – meaning a lot of opportunity for new brands and product categories to get into the market.
More than half of active TikTok users are male, and older users (relatively speaking) are increasingly getting onto the platform – there just isn’t much to interest them shopping-wise. There is a large untapped market here. But it is also a relatively unregulated and sometimes unreliable market.
Complaints about TikTok Shop abound. Reviews on TrustPilot average 1.4 stars (out of 5), and while those reviews largely reflect bad experiences with specific stores on the platform – rather than issues with the platform itself – TikTok does not seem overly interested in intervening or regulating the stores that operate there.
It could be that fear and risk of scams is keeping some users from buying on TikTok Shop, but there is also data showing that those who do make a purchase on the platform often return and become regular buyers. A large portion (more than 80%) of all TikTok Shop sales are made by existing customers.
4. It goes really well with influencer marketing
Influencer marketing long predates TikTok, and is still going strong on other social media platforms – but TikTok is where it really shines. And with TikTok Shop, it is now even easier to guide potential customers from an influencer video directly to making a purchase.
When an influencer posts a paid review or other video about your brand on TikTok, a new customer can be purchasing that product from your TikTok Shop within a couple of taps, and without leaving the app. It’s a pretty ideal way to gain conversions online, and very easy to track ROI too.
A Sprout Social report shows that the average TikTok influencer charges about $10 (USD) per 1,000 followers for a post, which is on par with Instagram and Snapchat, and about half the cost of Facebook and YouTube. Combined with the ease of making a purchase on TikTok Shop, this makes for a fairly cost-effective bit of advertising.
Let us help!
If you're looking to create a social media or digital marketing strategy that includes TikTok Shop, or just need some good advice, drop us a line! Social media is our specialty, and we love working with companies to find their audiences and drive business online. Contact us today for a quote or to set up a meeting!
How the TikTok Algorithm Works (and How to Make It Work #ForYou)
- by Alicia Kurz
By: Alicia Kurz, Account Manager
If you’re like us, you may have joined TikTok as a joke and are now obsessed with cleaning hacks and follow someone who teaches you how to correctly fold laundry — with a little sprinkle of #GhostTikTok on your feed to keep that anxiety high.
Whether you joined as a joke or you were one of the first die-hards on the app, it’s clear with 2.6 billion downloads, people love it. Reminiscent of Vine and more addicting than Instagram, it’s where people are spending their time.
TikTok has made an algorithm that’s more addictive than coffee on a Monday morning, so we’re giving you the rundown on how the algorithm works, and how to make it work for you.
How Does the TikTok Algorithm Work?
As with any social media platform, the algorithms are always changing, however, with the recent demand for applications to be more transparent, TikTok released a press release explaining just how their algorithm works. They also have a Transparency Centre based out of Los Angeles.
Engagement
This one is pretty typical for social platforms in general. When you engage with content on TikTok, it wants to show you similar content. The For You feed displays a stream of videos curated to show you the content you are more likely to interact with.
You can expect to see similar content to the videos that you:
- Follow
- Comment on
- Share
- Like
- Add to favourites
- Watch through to the end
- Make videos similar to
You’ll see less of the types of videos that you:
- Hide
- Mark as “not interested”
- Report inappropriate
Account Settings
These are one-time settings like your language preference, country setting, and device type. While they will optimize your performance, these don’t impact your For You page as much as how you interact with videos on your page.
Video Information
This is what you search for while using the app. This can include details like:
- Effects
- Captions
- Sounds
- Hashtags
- Trending topics
Diverse Videos
Sometimes you will see videos on your For You feed that seem irrelevant and have very few likes. This is an intentional move from TikTok to give lesser-known creators a chance for their content to be seen, and gauge your interest in a variety of topics.
“Our goal is to find balance between suggesting content that's relevant to you while also helping you find content and creators that encourage you to explore experiences you might not otherwise see.”
Safeguards
TikTok won’t show you duplicated videos, content you have already seen, spam, or videos that the app deems upsetting.
The “For You” feed generally won't show two videos in a row made with the same sound or by the same creator.”
What is TikTok’s “For You” Page and How Does It Work?
TikTok’s For You page is the first screen you will see when you log onto the app.
While most other apps have the content you have already liked, followed, or subscribed to as the first thing you see when your log on, TikTok’s For You page is a curated stream of videos they think you will be interested in based on what you have already engaged with.
How to Make the #FYP Work For You
You don’t need to have a ton of followers to go viral. Let’s be clear: if you have more followers it definitely helps your chances. However, TikTok will show content that people like to a lot of people — so make your content relatable!
Proven Hacks
Pick a Niche
You can be good at a lot of things or you can be amazing at one. People will follow you because they want to know more about your niche. Focus on creative content that suits your page.
Create Short, Engaging Videos
TikTok allows you to post videos up to three minutes long, but the most popular videos are 15-20 seconds. Make sure to start your video off with interesting content right off the hop so people will stick around.
Use Hashtags
Don’t go overboard. TikTok’s captions are limited to 150 characters, so use the space wisely. Use hashtags from challenges, trends, and your niche.
Post During Your Most Active Times
To figure this out, you need a Pro Account to finds insights on:
- Video and profile views
- Follower growth
- Best times to post
Follow Trends
Create videos doing the current trends. Use trending songs, sounds, effects, and hashtags to make your way onto the For You feed. You can find what’s popular on the Discover page.
Unverified Tips
While we have zero proof that these factors play into what ends up on the For You page, other content creators and our personal experience suggest these theories might have something to them:
Using #FYP, #ForYou, or #ForYouPage
Take a peek at the hashtags you see on the For You page. Many of them have some version of #FYP, #FYpage, or another hashtag indicating they want it to be on TikTok’s recommendation feed. Coincidence?
Close the App
Next time you upload a video to the app, close it and walk away.
TikTok wants you on their platform. In order to get you there, they want to send notifications. Those notifications can be when someone likes, comments, duets, stitches or engages with your video in any way. Let the app show your video to more people and build engagement opportunities for you.
Post 2-3 Times Per Day
Many creators on the app say posting multiple times per day is key to getting on the For You feed. That’s a lot of content to put out every day! Tools like the Creator Fund (currently not available in Canada) pay creators for their content, which would make all that work a lot more worth it.
We Tried It
Yes, we’re the stereotype that joined as a joke, but now @rod is our new life coach.
In fact, our Account Manager Alicia tested these theories with a mix of verified and unverified tips and went viral in six videos!
If you have a chance to test these theories, let us know.
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