Wondering how TikTok can boost your Amazon sales and e-commerce business? Read on to find out.
“TikTok made me buy it” (#TikTokMadeMeBuyIt) is one of the popular TikTok hashtags used by influencers to share their favorite finds. Most influencers based their content on Amazon, which resulted in #AmazonFinds. This, in turn, has more than 1.5B views. Many users bought the products that are showcased by these TikTokers. As a result, the product sales on Amazon hit the roof and brands started growing their presence on TikTok by linking their e-commerce stores and Amazon listings to the platform.
If you are an Amazon seller who wants to use TikTok to grow your business, you have come to the right place.
- Introduction to TikTok
- What is TikTok?
- Why it is popular
- Popular categories on TikTok
- How brands can use TikTok
- TikTok metrics you should keep an eye on
- Final thoughts
Introduction to TikTok
The year 2020 taught us all a great deal. It changed the digital landscape. There are ample ways how Amazon sellers can adapt to the changing business trends. One such social media strategy includes using TikTok. Though it started as a lip-syncing video application used by most teenagers, today, it is so much more than that.
In recent times, TikTok quickly evolved as one of the topmost social media platforms available out there. It transformed many users into millionaires.
Despite its popularity, TikTok isn’t well-penetrated by businesses. This is one of the reasons why you should still consider using TikTok for your online business.
Amazon sellers use TikTok to market their products, improve branding, and perform product research. The benefits are limitless. Let’s see how you can use TikTok to your advantage.
What is TikTok?
TikTok is a popular social media platform that allows users to create and share short videos on any topic. It is owned by the Chinese company ByteDance and the application has a separate version called Duyin for the Chinese market with more than 300 million active users.
In 2018, the company ByteDance acquired Music.ly, a short-form video-sharing app with more than 100 million users. These accounts were moved to the TikTok app later. Music.ly was popular among some content creators then.
Since its launch, TikTok has been very popular among younger millennials and Gen Z audiences. As of March 2020, US TikTok users spent an average of 858 minutes per month on the platform (Source).
Why it is popular
One of the top factors driving TikTok’s popularity is its ability to localize the content. Despite being a global platform, TikTok often runs local challenges and contests. These are populated by local trends and hashtags. These contests make the app popular among the local audience. Furthermore, they help promote the app and the video creators gain recognition and followers.
TikTok app uses local trending hashtags to suggest topics for video creators. Thereby the app capitalizes on local trends and generates viral content on the platform.
These techniques allow TikTok to localize on a global scale with ease.
TikTok offers personalized recommendations to its users. So users always stay updated with the latest video trends and will never run out of ideas for content creation.
Easy to create, share, and view
Creating and sharing videos on TikTok has been simplified to the next level. Users can record anything and post it instantly. The short format videos make it easy for users to create the videos without much effort.
Besides, the videos are played as soon as a user opens the app. It plays one by one, which is entertaining, fun, and addictive. So it’s easy for people to consume content on the platform.
Popular categories on TikTok
As of June 2020, the most popular categories on TikTok (source) across the globe based on views are:
- Entertainment: 443.3 billion views
- Fitness and Sports: 43.3 billion views
- Home renovation and DIY: 28.6 billion views
- Beauty and skincare: 21.8 billion views
- Fashion: 17.5 billion views
- Recipes and cooking: 12.9 billion views
- Pets: 7.5 billion views
- Outdoors: 1.2 billion views
These numbers show that users are interested in diverse topics. Clearly, brands have a huge potential to use TikTok to drive traffic, awareness, and reach their target audience.
How brands can use TikTok for Amazon Business
Increasing your brand awareness with TikTok is a strategic part of your overall marketing efforts. The crucial part is that you need to create quality content that resonates with your target audience, and this will help your Amazon business grow incrementally.
If you are an Amazon FBA seller or an e-commerce brand, you should consider the above-mentioned factors while integrating TikTok into your marketing strategy.
Let’s see how you can use the platform to your advantage and build sales for your Amazon FBA business.
If you’re starting on Amazon, TikTok hashtags and challenges are an interesting way to understand your target audience’s interests using the platform. You will be able to gather insights into their likes and dislikes. Use them to your advantage while creating the products and optimizing listings on Amazon.
Build online presence
First things first, content is the first and foremost step to promoting your products on a social media platform like TikTok. Ensure that you have well-optimized listings before you create a TikTok account. Start producing branded content or relevant videos on the platform.
You can also connect it to your Instagram account or other social media accounts.
If you’re an e-commerce or Amazon seller, you’ve probably already known the importance of having a niche. Spend some time to narrow down your niche and communicate with your ideal customers. Use micro-targeting – narrow down keywords, target the right audience, and identify partners to work with. These are the key aspects of the game.
Engage with your audience
There are several interesting case studies out there that help us understand how brands and influencers use TikTok to engage with audiences. Pick your niche, create content that resonates with your audience. Most users look for entertainment, so you can be funny, entertaining, or more, but you need to be original. Another important aspect of microblogging sites like TikTok is that the platform is loaded with content. So your content should hook them within the first few seconds.
One of the best ways to promote your products on TikTok is through collaborations and influencer marketing. Collaborating with influencers or opinion leaders of any industry is a great way to boost your Amazon product sales. This also drives brand awareness. The most logical explanation for this is that in the online era, user-generated content has incredible value.
It is the most common strategy used by sellers and brands to date. Influencer marketing on TikTok works the same way as other social media platforms like YouTube and Instagram.
Identify the top-most influencers in your niche and collaborate with them to create interesting and engaging content for your customers. However, when you are collaborating with these opinion leaders, the metrics you need to monitor may differ from the usual social media metrics (more on that later).
Advertising with TikTok
Similar to Amazon advertising and Facebook ads, you can also run ads on TikTok. Reaching your customers through organic traffic can be time-consuming initially. If you’d like to experiment with TikTok ads, here are some of the ways you can advertise on TikTok.
- In-feed ads
- Top-view ads
- Branded hashtags
- Brand Takeover
- Branded effects
Ensure you are well aware of the platform before you invest in paid ads. Once you run your first campaign, you will generate relevant data from which you can generate some quality insights. Improve the efficiency of your ads from the insights observed.
TikTok may be a young platform, but the marketing strategies and rules are advanced similar to the other social media platforms making it easy for Amazon sellers and brands to bring in more sales through the platform.
TikTok metrics you should keep an eye on
In the world of digital marketing, the relevant metrics you achieve determine your success. TikTok is different from Amazon in terms of the metrics you evaluate. The TikTok algorithm considers the following metrics:
- Time of post
- Engagement rate
- Video completion rate
- Overall account rating
Based on certain metrics, the algorithm shares similar content with the users to see how they react to it. Based on the engagement levels, the content is pushed to the user further. However, the completion rate plays an important role to push the videos.
TikTok is a great platform to test out different marketing strategies to drive sales and boost your brand awareness. You can come up with fun and engaging ways to see what works for your brand and the shoppers. Several brands are using TikTok to boost their Amazon sales. Get creative and put yourself out there.
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