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TikTok is the latest social media platform to take the world by storm, and it’s no surprise that eCommerce businesses are taking advantage of its unique features. While some people may dismiss the platform as “for Gen Z-only,” the reality is that TikTok has a lot to offer businesses of all types.
In this guide, we’ll take a look at some of the ways eCommerce businesses can use TikTok to their advantage. We’ll explore the platform’s unique features and discuss some of the most popular trends and strategies. By the end, you’ll have a better understanding of how TikTok can help you grow your business.
What Is TikTok?
TikTok is a social media platform that allows users to share short videos of themselves lip-syncing, dancing, or performing other creative acts. The videos are set to popular music or other audio clips.
TikTok was originally launched in 2016 as Musical.ly but was rebranded in 2018 after being acquired by Chinese tech company ByteDance. ByteDance has since invested heavily in the platform, and it’s now one of the most popular social media apps in the world.
As of 2019, TikTok was the most downloaded app in the world. It’s particularly popular with young people — over 47% of US users are under the age of 30 — but there’s really a place for every age on the platform.
TikTok is known for its short, snackable content. Most videos on the platform are between 15 and 60 seconds long, with many falling closer to the 60-second mark now.
This presents both a challenge and an opportunity for businesses. On the one hand, it can be difficult to condense your message into such a short video. On the other hand, TikTok’s short format is perfect for grabbing people’s attention and keeping them engaged.
In addition, because of this short format, users tend to consume a lot of content on the platform. The average TikTok user in the U.S. spends over 45 minutes per day on the app, making it the most active social media platform in the U.S. That’s a lot of potential eyes on your videos!
How Can eCommerce Businesses Use TikTok?
There are a few ways that eCommerce businesses can use TikTok to their advantage. Let’s take a look at some of the most popular strategies:
1. Use influencers to promote your products
TikTok is a great platform for promoting products through influencers. Influencer marketing is when businesses partner with social media users who have a large following to promote their products or services.
This strategy can be effective on TikTok because users are more likely to trust recommendations from people they follow and admire. If an influencer posts a video using or talking about your product, their followers are more likely to be interested in it as well.
2. Run ads
TikTok also offers advertising opportunities for businesses. Ads on TikTok work differently than on other social media platforms; they appear as short videos between users’ content blending in more seamlessly than other platforms.
Ads on TikTok can be up to 60 seconds long and can include a clickable link to your website. They can be targeted to specific demographics, interests, and even locations. According to a survey from Kantar, 70% of people said that ads on TikTok were more trendsetting than ads on other platforms.
3. Create engaging content
Another avenue to go down is curating your own engaging content. This could be anything from behind-the-scenes videos to creative product demonstrations.
The key is to create content that is interesting and relevant to your target audience. If your videos are well-made and capture people’s attention, they’re more likely to watch them all the way through and even share them with their friends.
TikTok Trends To Be Aware Of
TikTok is known for its creative and often humorous content. Videos on the platform range from lip-syncing and dancing to comedy sketches and product reviews.
There are also a few specific trends that have emerged on TikTok, which you should be aware of if you’re thinking of using the platform for your business. Trends on the app tend to fall into the following categories:
Creative Transitions
These trends tend to have videos that feature creative or unusual ways of transitioning from one scene to the next. For example, videos might feature people jumping through walls or appearing to teleport from one location to another.
A current trend in this category is glow-ups. Glow-ups are videos in which people show their transformation from an awkward or unattractive phase to their current selves. It can also be a before-and-after makeup video or even a video of a house fixer-upper.
Popular Songs / Lip Syncing
Another popular category is lip-syncing videos set to popular songs. These videos often feature creative costumes, choreography, and editing.
The Ting Tings song “That’s Not My Name” was particularly popular earlier this year, with celebrities creating videos in which actors share the different names of characters they’ve played over the years. Currently, Taylor Swift’s song “Mastermind” has a lot of creative videos with people utilizing the lyrics to tell the story of how they met their partner.
Trending Sounds
There are also certain sounds that become popular on TikTok and are used in a variety of different videos. These could be audio clips from movies or TV shows, sound effects, or even just snippets of songs.
For example, this year, a sound clip of a man saying, “I like it, Picasso” was popular with users when showing off their art, fashion, home decor, etc.
ASMR
ASMR (autonomous sensory meridian response) videos are designed to trigger a relaxing response in the viewer. They often feature soft-spoken voices, gentle sounds, and close-up shots.
There has been a recent trend of people eating different foods (especially exotic ones) in an ASMR style, which has become popular on TikTok.
Cooking Videos
Food videos are always popular on social media, and TikTok is no exception. These videos tend to be short and show people preparing simple meals or snacks.
There is currently a trend of people making “cloud” foods, which are soft and fluffy like cotton candy. These include cloud eggs, cloud bread, and cloud pancakes.
Dance Challenges
Last but not least, dance challenges are the bread and butter of TikTok. These videos typically feature people lip-syncing to a song while doing a certain dance. The dances can be simple or complex and sometimes require multiple people.
Perhaps the most well-known of these dance challenges is the “Renegade” challenge, which went viral in 2020. The challenge features a snippet of the song “Lottery” by K Camp and requires people to do a complicated dance routine. In 2022, dances to songs like Roddy Ricch’s “The Box” and Kesha’s “Cannibal” went viral despite the songs coming out years previously.
These are just a few of the types of trends that emerge on TikTok. The bottom line is that if you’re thinking of using TikTok for your business, it’s important to be aware of the trends on the platform. It’s important you’re staying active on the app and staying engaged with your customer base in order to capitalize on any trends that might appeal to them. But not every post needs to adhere to a trend. You can succeed simply by finding the right niche.
Time is Ti(c)king
All in all, TikTok is a powerful eCommerce tool that should not be overlooked. With its large and engaged user base, the platform offers a great opportunity for businesses to reach new customers.
While the platform is largely known for its creative and often humorous content, there are also a few specific trends that businesses can capitalize on. By staying active on the app and engaging with their customer base, businesses can stay ahead of the curve and successfully use TikTok to promote their products or services.
Want help getting started with TikTok? Reach out to our social media team at EYStudios.