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Chief marketing officers at Wild Deodorant and the cosmetics group Brand Agency London share their trials and tribulations with the live shopping platform.
TikTok’s marketplace is embedded into the app with a dedicated shop button. It also allows users to shop directly on the platform. Products on the Shop page are displayed like any other e-commerce site with static images and product information below. Items can also be brought directly from a video served on the homepage, as well as live shopping sessions.
In-feed video and live shopping: Users can shop tagged products directly from videos and in the ‘For You’ feed.
Product showcases: Browse product collections, read reviews and purchase directly from a brand’s profile page.
Shop tab: A product marketplace where businesses can display their products and customers can easily search and discover promotions, get new product recommendations and manage their orders, all within a single tab.
Affiliate program: A way for creators to connect with sellers through commission-based product marketing.
Shop ads: Brands can buy spots within the TikTok Shop page to promote their shop pages and purchase through the ad.
Fulfilled by TikTok: A logistics solution that TikTok handles the packing and shipping process for merchants.
Secure checkout: TikTok works with trusted third-party payment platforms to facilitate transactions on TikTok Shop.
Plastic-free deodorant Wild is already seeing health revenue from TikTok Shop, but its marketing director Harry Symes-Thompson says it’s pretty hard graft.
“It’s a novel channel, which I think is hard for brands to crack. But it does give you a bit of defensibility from competitors,” he says. “It’s a very difficult channel to manage because the integrations between TikTok and your Shopify stores are really difficult and TikTok does like to make it hard.”
However, he says when you get a good surge of traffic to a live video it can drive lots of revenue. Symes-Thompson says customers are going to become “more savvy to how it works” so advises brands to be “creative with the topics that you talk about and make it slightly different each time.”
He also says: “You have to be clever with the offers and you have to have a great host talking who knows their stuff. The TikTok customer is very different from any other customer. They want instant kind of gratification. It’s quite an impulse-driven purchase so you have to be funny, creative, and have a great offer.”
While in its infancy, TikTok Shop is about testing different concepts and offering to find out what sticks, though Symes-Thompson also says that for hosting live sessions it can be very tiring. “I went on one for 15 minutes and it’s draining.”
Brand Agency London, which owns Lottie London and I am Proud, is already seeing big gains on TikTok Shop. Nora Zukauskaite, the global marketing director, says: “We are on the next stage of our TikTok journey, which is through social commerce. That is becoming a really big revenue driver and revenue stream for us and in some months can be 30% of DTC revenue in the UK.”
Zukauskaite has observed the “explosion” of brands developed purely for social commerce, with TikTok Shop leading the way. “We keep seeing lots of trends and a lot of products becoming super popular, selling very high levels, and those brands are completely created on TikTok Shop. Within beauty, we will see more and more brands being created this way versus traditional long-term brand building purpose-led style.”
There is a big unknown, however, over how these brands will fare in the long term. “At the moment, the communications and the sales are very product-driven, very tactical very attention-grabbing and transformational content,” she says.
The brand-building tactics are completely different from the traditional strategies the big multinational companies have been employing for decades, Zukauskaite explains.
Give out customer perks, offers like free shipping or discounts for buying multiple products.
Buy TikTok ads to boost the shopping pages.
Kickstart a TikTok challenge and hand out free products as prizes.
Partner with a content creator, but make sure they know your products inside and out.
Be quick to respond to customer queries.
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The advent of social media changed the marketing world forever. Previously, marketing and advertising were done through traditional mediums like TV, radio, and print. Now, companies have refocused their efforts and market, often exclusively in some cases, through modern social media platforms.
As an affiliate marketer, social media is a tool that you simply cannot ignore. It provides a cost-effective marketing solution with a potential audience of billions. However, modern social media platforms are sophisticated and complex, which means the learning curve is steeper than it was in the past. We’ve put together a list of areas of social media marketing that you need to know about to optimise your marketing strategy. Read on to find out more.
Social Media Ads
Advertising is nothing new. However, social media ads work in a different way from adverts you might see on TV, so learning how to effectively make use of them is essential for any business owner.
All of the major social media platforms have paid advertising options, including Facebook, Instagram, Twitter, TikTok, and LinkedIn. The way in which each of these systems works is slightly different, and they are updated all the time, so learning the intricacies of your platform of choice is vital.
Generally, social media ads allow marketers to choose from various formats, including images, videos, and carousels. Each of these may cost different amounts, while the price can also influence where exactly the ad appears and how many people it reaches.
Most social media ad programs also offer audience-targeting tools. These can be used to specify a particular demographic to focus on, while marketers will also be offered feedback and analytic reports to measure the success of their campaigns.
Paid Promotion
Social media platforms also offer another marketing option known as paid promotion. This is where companies can pay to have a particular post on their page boosted so it will reach more people. At a glance, this doesn’t seem all that different to social media ads, but there are key differences between the two approaches.
Running a social media ad campaign involves creating images, videos, copy, and a general strategy to see results. This can be a time-consuming and costly process that requires significant financial outlay before any returns.
With paid promotion, businesses can give a boost to content that has been posted freely and is already performing well. This can cut out some of the risk and the work involved with running a social media ad campaign, with the potential for instant results.
Influencer Marketing
The idea of a social media influencer would have seemed totally alien just a few years ago. Now, they are global celebrities with enormous followings and fan bases. Influencers present a fantastic opportunity for businesses to get an edge over their competitors.
The biggest influencers boast large and loyal followings, perfect for getting the word out about a new product or service to your target demographic. Influencer marketing can raise awareness of and trust in your brand, and the approach has a high ROI with little expenditure other than the initial fee paid to your influencer of choice.
Recently we’ve also seen an increase in the use of micro-influencers. These influencers have much smaller followings than the big names, but still offer marketers an excellent opportunity. Micro-influencers are often involved with niche industries such as tech, so if you are marketing such a product or service, partnering with a micro-influencer can give you access to a highly knowledgeable customer base.
Organic Marketing
Perhaps the biggest advantage of social media is that it allows for marketing to be done completely free of charge. Otherwise known as organic marketing, this encompasses native posts and content that are uploaded separately from paid promotions and advertisements.
Organic marketing is an affordable and effective way to raise awareness of your business and new products. Content is key here, whether you are posting written content, images, or videos, your content needs to grab the attention of your audience and encourage them to find out more.
As you begin to build a following, engaging with your customers is a core principle of organic marketing. This will help build deeper connections between you and your customers and will make your business appear more relatable and trustworthy. Additionally, engaging with your customers will give you a chance to hear their thoughts and opinions, valuable information which can be used to inform your strategy as you move forward.
Conclusion
Social media has changed the world in so many ways, marketing and advertising being no exception. Use this guide to learn about the key areas of social media marketing and make the most of them in your next campaign.
If you’re looking for more affiliate and social media marketing insights, take a look at our blog for all the latest news and advice. Or for a more personalised approach, book a free call with a member of our team.
For the very best advice from industry peers, register to join our ELEVATE Summit in July. Elevate aims to bring you the latest affiliate, performance, and partner marketing insights from across the globe and it’s all available to stream from our website.
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BESTCROF is a brand that specializes in high-quality instant-read food thermometers. The company was founded by a cooking enthusiast who was frustrated with undercooked or overcooked food in their own kitchen. To solve this problem, they developed a more accurate food thermometer.
BESTCROF places a strong emphasis on user experience and the thermometer is user-friendly and comes with a detailed food temperature chart for different foods.
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