Launched in 2016, TikTok has quickly become one of the most popular social media platforms, especially among younger audiences. As of May 2022, TikTok had over 1 billion monthly active users globally. In the US alone, TikTok is expected to reach over 85 million users in 2022.
With such a large user base, many businesses and sellers have recognized TikTok’s potential for ecommerce. By creating shoppable video content and leveraging in-app shopping features like TikTok Shop, businesses can drive product discovery, engagement and sales directly within the TikTok app. According to projections, the number of US TikTok social commerce buyers will reach 33.3 million in 2022, with global TikTok ecommerce sales estimated to hit $20 billion[3]. As TikTok continues to enhance its ecommerce capabilities, the platform presents a major new opportunity for sellers looking to reach younger demographics.
Understand the TikTok Audience
TikTok has a massive and diverse user base, with over 1 billion monthly active users globally as of September 2021. According to DataReportal, TikTok’s audience skews young, with 69.7% of users aged 10-29 years old. 53.4% of TikTok’s users are female, while 46.6% are male. The platform is most popular in India, China, United States, Brazil, and Indonesia.
In terms of interests, TikTok caters heavily to entertainment, comedy, music, and creative content. Short-form videos thrive on the platform, especially dance trends, lip-syncing, comedic skits, stunts, and viral challenges. Hashtag challenges like #PoseChallenge and #WipeItDown have spread widely on TikTok. The app’s powerful recommendation algorithm surfaces trending content quickly, allowing creators to capitalize on viral moments.
To succeed on TikTok, aim to produce fun, engaging videos utilizing current trends and challenges. Keep videos under 60 seconds, with dynamic visuals, captions, effects, and music. Partner with influencers to maximize reach. Analyze hashtag and competitor performance to identify opportunities.
Create a TikTok Business Account
The first step to selling on TikTok is to switch your personal account to a TikTok business account. This allows you to access additional features tailored for businesses.
To switch to a business account on desktop, go to tiktok.com and log into your account. Then go to your profile and click on the three dots in the top right corner. Select “Switch to Business Account” and follow the prompts.
Once you have a business account, make sure to fill out key information like your website, contact info, business category, and description. This helps establish credibility with viewers and surfaces your account when people search relevant keywords.[1]
Business accounts also give you access to TikTok’s ads platform, analytics tools, ability to use licensed music, and more. So switching to this account type unlocks essential features for selling and promoting your business effectively.
Optimize Your TikTok Profile
Your TikTok profile is the first thing people see when they discover your account, so optimizing it is crucial. According to research from Content Shifu, your profile is key for making a good first impression and encouraging followers.
Here are some tips for optimizing your TikTok profile:
Write a compelling bio that clearly explains who you are and what you offer. Get creative and use humor if it fits your brand. You have 150 characters, so make them count.
Use relevant hashtags in your bio to make it easier to find. Include your main product or service categories, along with popular TikTok hashtags.
Link to your online store or website so it’s easy for viewers to shop. You can only include one clickable link in your bio, so make sure it goes to your product pages.
Having an optimized profile gives TikTok users more context about your business when they land on your page. Take the time to fill it out completely and optimize it for your target audience. This helps build credibility and gives viewers a reason to follow you.
Post Engaging Content
To gain more views and followers on TikTok, it’s important to post content that engages your audience. Some of the most engaging types of content to leverage include:
Trending sounds and challenges – Hop on trending sounds, songs, or challenges that are gaining popularity on TikTok. This helps put your content in front of users who are looking for that specific trend. You can find trending sounds on TikTok’s discover page.
Entertaining and helpful videos – Videos that entertain people or teach them something useful tend to gain more traction. Think about what would captivate your target audience or provide value.
Behind-the-scenes business content – Give viewers a behind-the-scenes look at your business processes, daily operations, company culture, etc. This type of authentic content can humanize your brand and boost engagement. For example, show your product development workflow or employees having fun at work.
Regardless of the type of video, the most important thing is to make content specifically for the TikTok audience and platform. Keep videos short, visually captivating, fun and interactive.1
Use Captions to Drive Traffic
Your captions are a great opportunity to drive traffic to your website or online store. Include your website URL prominently in captions to make it easy for viewers to find and click. For example: “Shop this look at www.mystore.com”
Ask viewers directly to visit the link in your bio. Say something like “Tap the link in my bio to shop” or “Head to the link in my bio for 10% off today only!” This clear call-to-action can boost clicks.
Create a sense of urgency or scarcity in captions to encourage quick action. Offer limited-time sales, flash discounts, or low stock alerts. For example: “Only 5 left at 40% off!” or “24-hour flash sale, shop now before it’s gone!” The fear of missing out is a powerful motivator.
According to research from Hootsuite, using captions strategically is key for driving traffic and sales on TikTok.
Collaborate with Influencers
Influencer marketing can be a great way to promote your products and brand on TikTok. When collaborating with influencers, focus on reaching out to those active in your niche with an engaged following. Some best practices include:
Reach out to influencers in your niche. Identify influencers with a relevant audience and engagement levels. Personalize your pitch and offer content ideas or products to feature. Be clear on campaign goals, deliverables, and compensation.1
Sponsor TikTok campaigns. Negotiate sponsored posts, hashtag challenges, or other creative campaigns. Ensure influencers properly disclose sponsorship. Track campaign performance and optimize based on results.
Give free products in exchange for reviews. Send influencers free samples of your products and encourage honest reviews. This can garner authentic recommendations and exposure.
When executed effectively, influencer collaborations can significantly expand your reach and credibility on TikTok.2 Just be sure to partner with relevant influencers and measure success.
Run Paid TikTok Ads
TikTok offers a variety of ad formats to help businesses reach their target audience and objectives. Two popular options are:
TopView ads – These full screen vertical video ads appear when a user first opens the TikTok app. They help drive brand awareness and app installs. According to The Ultimate Guide to TikTok Advertising in 2024, TopView has a click-through rate of up to 15%.
Brand Takeovers – Brand Takeover ads display a brand’s logo, products or messaging when transitioning between videos. They are effective for building brand awareness. TikTok reports Brand Takeovers drove a 45% increase in ad recall for Chipotle.
No matter which format you choose, The complete guide to TikTok advertising recommends setting up A/B testing campaigns with different combinations of creative videos, captions, targets and placements. Analyze performance data to determine the optimal approach.
Retargeting can help convert site visitors into customers. Create Custom Audiences based on your website traffic or other customer lists. Then display relevant TikTok ads to re-engage them.
Track Performance
Tracking performance from TikTok is key to refining your strategy and improving results over time. Start by connecting your TikTok account to analytics platforms like Hootsuite[1] or TikTok’s native analytics[2] to monitor metrics like traffic, leads, and sales generated from your TikTok presence.
Pay close attention to your top performing content – analyze which posts drive the most engagement and conversions. Look at factors like captions, sounds, effects, timing, etc. to spot trends in what resonates best with your audience. You can also use third-party tools like Social Insider[3] to track granular analytics per post.
Check your analytics regularly and continue posting new content, testing different approaches. Double down on what works while phasing out less effective tactics. With diligent tracking over time, you can optimize your TikTok strategy to maximize reach and return on investment.
Conclusion
In summary, there are several key steps covered in this guide to successfully sell products on TikTok.
First, research the TikTok audience and create engaging content tailored specifically for them. Optimize your TikTok business profile to showcase your brand and products. Use compelling captions to drive traffic to your online store.
Collaborating with influencers who appeal to your target audience can help expose your brand and products to their followers. Promoting your TikTok content through paid advertising ensures it reaches new potential customers.
Analyzing performance metrics helps refine your approach for better results over time. The huge audience on TikTok presents a major opportunity for ecommerce brands to connect with younger demographics.
A few final tips: Post videos regularly to stay top of mind, respond to comments and questions to build relationships, and focus on providing value through entertainment or education to turn viewers into loyal customers.
With a thoughtful and strategic approach, TikTok’s platform can become a profitable sales channel for your business.