INTRODUCTION
According to Sensor Tower, TikTok continues to be one of the most downloaded apps, surpassing 1.5 billion downloads in 2019. It’s also becoming one of the most popular social media platforms in the world with 800 million active users.
The success of the video-sharing app is centered on short, looping videos that can be customized with filters and effects, musical overlays and text. It’s the most popular among younger generations.
In fact, 60 percent of TikTok users in the United States are just 16-24 years old, which is ideal for brands looking to reach the next generation of shoppers. Following are some tips on how to use TikTok marketing for retail stores.
HOW TO START OUT ON TIKTOK
Before your brand can be successful on TikTok, it must first be active on the platform. Start by downloading the free app on iOS or Android and create an account for your store.
Tap the “profile” or “notifications” tab and follow the setup steps in the app. For instance, you will be prompted to choose a username and profile photo or video for your store. Be sure to stay true to your business by highlighting key attributes that correspond with your store’s overall style.
Then take the time to explore the platform before you jump into TikTok marketing. You’ll want to familiarize yourself with the types of content that work and how TikTokers connect with one another–you don’t want to be known for committing a TikTok faux pas.
You’ll find that TikTok is a platform where fun, casual and creative videos thrive, and one of the few platforms in which highly polished videos are discouraged. A smartphone is all you need to create your 15- or 60-sec. video.
HOW TO CREATE YOUR FIRST TIKTOK VIDEO
If you’ve used Snapchat or Instagram, then TikTok should be somewhat intuitive. The upload screen will prompt you to choose a pre-recorded video or to create one on the spot.
If you’re creating a new video, you can set a timer or flip between the front and back of your smartphone camera. You also can add filters and special effects or adjust the speed of your video.
Once you upload your video, you can trim it, add additional effects and layer text or sound over your video. TikTok has a variety of audio options in its library, but you can use your own music or create an audio mash-up if you prefer.
When you’re ready to publish, add a caption and relevant hashtags to make your content findable. Remember to keep your video fun and original, and try to showcase your store’s personality. TikTokers appreciate videos that are both genuine and engaging.
HOW TO START WITH TIKTOK MARKETING
TikTok, like other forms of social media, can be used to generate brand awareness for your store and engage with potential and repeat customers. There are three ways to market your retail store on TikTok.
- Post relevant and engaging videos on your channel
- Work with influencers to amplify your message
- Advertise on TikTok
It is most common to use some sort of combination of the three. For instance, you should upload videos to your channel on a regular basis to stay top-of-mind. You also should create engaging experiences for your customers and encourage them to post on their own channels.
Generation Z and younger millennials love hands-on experiences, so you could transform a portion of your store into an experimentation station where customers can try out some of your products. For instance, clothing shops could establish an area dedicated to customer fashion shows with fun accessories.
Hashtag challenges are another way to get TikTok users involved, and they’re a key component of the TikTok community. Guess’ #InMyDenim hashtag is a good example of how a retail brand is embracing hashtag challenges.
Essentially, users film a short video related to the challenge and include #[name of challenge] in the post. Subsequently, all videos with the corresponding hashtag are grouped together and easy to find, which can help generate hype around your brand.
Influencer marketing can complement your efforts. For example, you could recruit trendy influencers to interact with your products and post their experiences on their personal accounts. This will help extend your reach to their followers, and hopefully increase your fan base.
You can also have them help launch a hashtag challenge. Whichever way you decide to partner, just make sure to let the influencers create their own content. They know what resonates with their followers.
HOW TO ADVERTISE ON TIKTOK
Paid ads are the final way your retail store can use TikTok for marketing. It’s important to note that the ad platform is still in its early stages. There are currently four types of TikTok ads available for businesses.
- Infeed native content – This type of ad supports objectives like website clicks and conversions and is similar to Snapchat and Instagram Stories ads.
- Brand takeovers – Just like it sounds, this type of advertising allows brands to takeover TikTok for the day by creating hashtag challenges or incorporating images, GIFs and videos with embedded links to landing pages.
- Hashtag challenges – You can sponsor your hashtag challenges to help them gain traction instead of trying to make an organic challenge to go viral. In addition, Hashtag Challenge Plus is a new e-commerce feature that allows users to shop for products related to a sponsored challenge within the platform.
- Branded lenses – Similar to Snapchat, TikTik allows you to create branded 2D and 3D lenses for users to apply to faces and photos.
Since the ad platform is so new, there are some limitations. For instance, it can take some time to set up your TikTok ad account. You must submit information about your business, and a TikTok representative needs to get in touch with you before you can begin.
TikTok advertising also is pricier than other social media platforms. Businesses must invest $500 minimum per campaign and can expect to spend $10 per 1,000 impressions (or views).
Once you get going, you will be able to choose your ad objective, select targeting parameters (e.g. location, interests, etc.) and ad placements, set your budget and create branded ads.