How to Master TikTok for eCommerce Marketing

India is a social-savvy marketing executive at Affinity, where she specialises in building winning strategies & creating engaging content.

Social media marketing, whether paid or organic, has the power to show your brand to millions. And in the ever-changing digital world, TikTok is the latest powerhouse platform, entertaining worldwide. 

With its rapidly growing user base reaching 1.92 billion in 2023, TikTok is where most Gen Z and Millennials are consuming their media. And you know what they say: be where your audience is. 

So if you want to learn how to master TikTok marketing, keep reading for our comprehensive guide.

Understanding TikTok’s Audience

To even begin posting on TikTok, you have to understand who is actually going to see your content. Generally, they have a much younger user base than other major platforms like Instagram or Facebook. Over 40% of TikTok’s users are aged 18-24 years old, making it the perfect avenue to target those younger users and potentially diversify your audience.

The app also seems to be used in different ways to other platforms, with more of a focus on entertainment. For this reason, you can’t really reuse and recycle content made for your other social channels – not only will this not work with TikTok’s audience, but any overlapping followers you have will feel bored. 

Luckily, TikTok has a knack for making users feel connected to the businesses they follow. 69% of users say they feel a deeper connection to the brands they interact with on TikTok vs other platforms. This also means users crave and expect authenticity. 

Influencer Marketing

On the thought of authenticity, that brings me to influencer marketing. 60% of Gen Z users have bought a product because they saw it on TikTok in the last year, and #TikTokMadeMeBuyIt has been extremely popular. But why?

TikTok is a casual, conversational app. It doesn’t have the same curated tone as Instagram, which means people feel more connected to each other. When a trusted influencer or content creator recommends a product on the app, it sells. Their positive reviews give your brand credibility.

This tactic has been proven to work time and time again, with numerous products selling out because of their positive praise on TikTok. This can be done in multiple ways, from collaborating to just sending a product in hopes they will review it. But one key component is choosing an influencer relevant to your brand.

TikTok Ads

Another effective way to reach a wider audience is through targeted TikTok ads. By bidding on placements tailored to your chosen audience segments, you can amplify your reach and engagement. 

There are many different types of TikTok ads you can create, depending on your budget and purpose, but they are all a great way to further enhance your audience.

Harnessing the Algorithm

Unlike other platforms, TikTok’s algorithm prioritises content discovery, making it far easier to organically grow your account and reach new people. Even better, the For You Page is highly personalised, meaning whoever’s feed you appear in, you know they have an interest in your niche. 

TikTok’s algorithm also rewards content that has a good level of engagement and comments, boosting your impressions. Replying to comments can also give users an incentive to engage with you, building more personal connections with your consumers.

Jumping on Trends

TikTok thrives on trends. Whether it’s a catchy new song/audio, a funny challenge or a popular hashtag, there is something new every day all over everyone’s feed. 

Brands can capitalise on these by using reactive marketing in their content strategies. Incorporating planned posts and more last-minute, ‘trendy’ posts can help your brand stay relevant and consistent in the community.  

However, as mentioned with influencer marketing, you need to stay true to yourself, which means being picky with what trends you join in on. Make videos that make sense with your brand and product selection, if not your account looks confusing. Be selective.

A great way to help choose which trends to hop on is keeping tabs on your competitors. See what types of videos their audience enjoys (and don’t enjoy) and stay ahead of the game. 

Crafting Content

Knowing what to post is obviously a key part of success on TikTok. You need to curate your content based on the app’s unique characteristics, and not reuse content from elsewhere.

For example, although TikTok now gives the option for videos the be up to 10 minutes long, it isn’t necessarily optimal to post such a long video. There is a lot of research into what post length is best, and while the platform is attempting to push longer videos, the general consensus is that shorter videos, between 24 and 31 seconds, perform best. It’s what the platform is known for, and with such short user attention spans, it’s probably best to stick below the one-minute mark.

You can also optimise your content using keywords. TikTok can recognise words not just from your caption, but also from any text you put on top of your video. So adding in some keywords here and there can definitely help boost discoverability and engagement.

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While mastering TikTok requires an understanding of the platform’s differences in audience and algorithm, it’s a pretty good way to grow your brand’s social media presence. As the app evolves, staying flexible will keep you on top of your social media marketing game.

Need help with your social media strategy? Get in touch with our team today for guidance.