TikTok has grown rapidly in recent years – boasting a total of over one billion users in 2023.
What makes TikTok particularly interesting for businesses is its potential for effective sales and marketing strategies. With a diverse user base and a large number of daily active users, businesses have recognized the power of TikTok in reaching and engaging with their target audience. And since TikTok launched the new TikTok Shop platform, it’s also positioned itself as a direct e-commerce hub.
But is it worth selling on TikTok for small businesses? According to over 5 million U.S. businesses actively selling on TikTok in 2023 – it would appear so. With a business account, TikTok offers a seamless way to sell products to a highly engaged user base.
Learn the ins and outs of selling on TikTok, whether it would be worthwhile for your brand, as well as how to find success as a TikTok business account!
Benefits of Selling on TikTok
Selling on TikTok can offer businesses numerous benefits, making it a valuable platform to explore for those looking to expand their reach and increase sales. Take a look at some of the most notable benefits!
Reach a Large and Engaged User Base
TikTok boasts a massive user base – over one billion worldwide. Its popularity is especially pronounced among younger generations. Overall, this presents businesses with an opportunity to tap into a large and diverse audience.
What distinguishes TikTok users from other platforms is that their users are highly engaged. TikTok users spend a significant time watching and interacting with the content. It’s why research suggests TikTok is now the most engaging social media platform with an average engagement rate of 4.25%.
This type of engagement can translate into increased visibility and customer interaction for your business and brand.
Harness The Power of Authenticity
One of the key factors that sets TikTok apart is its ability to showcase authenticity. Users on the platform enjoy content that feels real and genuine, making it an ideal space for businesses to showcase their products in a more authentic way.
Traditional advertising methods often rely on polished and scripted content, which can feel detached and inauthentic to modern consumers. TikTok’s format encourages businesses to embrace a more casual and direct approach, allowing them to connect with their customers on a more personal level.
By embracing the raw and unfiltered nature of TikTok, businesses can establish a stronger emotional connection with their audience – potentially leading to increased trust and brand loyalty.
Tap Into Trending Content
TikTok’s algorithm is designed to showcase popular and engaging videos, which provides businesses with an opportunity to gain visibility and exposure in ways they may be unable to on other social media platforms.
The platform’s algorithm curates personalized content for each user, based on their interests and preferences. This means that businesses can effectively target their ideal customers and increase the chances of their content being discovered. Moreover, the interactive nature of TikTok allows for direct engagement with consumers, encouraging dialogue, and fostering brand loyalty.
You can optimize TikTok’s algorithm effectively by focusing on relevant hashtags, challenges, or jumping on existing viral trends. It can also be helpful to use trending music or sounds on video content.
If you haven’t heard about TikTok’s shoppable features yet, you’re in for a treat! By launching TikTok business accounts, the platform has revolutionized the way businesses can sell products directly from videos. This makes it easier for users to shop while browsing and greatly streamlines the shopping experience.
When you set up a TikTok business account, make sure to enable shopping tags. These tags allow businesses to directly tag products in videos, providing a visual representation of the item and its price. Users can tap on these tags to view more information and even make a purchase without ever leaving the app.
In addition to shopping tags, TikTok also allows businesses to include links in their videos. In other words, you can direct users to your website or a specific product landing page. With this feature, businesses can create engaging videos that capture users’ attention and make it convenient for them to transition from watching a video to making a purchase.
One of the biggest advantages that TikTok offers is its cost-effective advertising options. Unlike traditional advertising channels such as television or radio, TikTok’s advertising options are accessible to businesses with various budgets.
Businesses have the liberty to upload content they create on a basis that works for them. This gives an additional nature of control over your own advertising campaigns. You can also customize spending to an amount that works for your budget.
You can choose to pay for sponsored ads or work with influencers in your space. You can also take the expenses out of it by creating and uploading your own content. One cost-effective way to grow your account is by creating quality and engaging content on a regular schedule.
In short, whether you are a small startup or a well-established company, TikTok offers a level playing field, ensuring that businesses of all sizes can take advantage of its advertising opportunities.
Is It Worth Selling On TikTok? Top Considerations
TikTok offers a host of benefits for all types of businesses. However, whether or not it’s worthwhile for your business will depend on a variety of factors. Take a look at the following considerations to decide if it’s the right move for your business.
- Audience Fit: If your target audience aligns with TikTok’s user demographics, especially the younger generation, it can be a lucrative platform for selling products.
- Product Type: Some products and niches may naturally perform better on TikTok. Items that are visually appealing, trendy, or unique tend to do well. It’s also a boost if you can compile how your item works or its benefits in a video.
- Creative Marketing: TikTok rewards creativity. If your business can create engaging and entertaining content that showcases your products effectively, it can be a valuable platform.
- Budget: Consider your advertising budget. TikTok offers various advertising options, but costs can vary. Determine whether you have the time or budget to create and upload video content.
- Trending Content: Staying updated with TikTok trends is crucial. If you can align your products with trending challenges and concepts, you may see greater success.
- Consistency: Regular posting and engagement are essential on TikTok. Businesses that are active and consistent tend to see better results. Make sure you or your team will be able to keep up with a consistent posting schedule.
- Competition: Evaluate the competition in your niche on TikTok. If it’s saturated, you may need a more innovative approach to stand out. Nevertheless, if many of your competitors are on TikTok, it may be a signal you should join as well.
- Long-Term Strategy: Consider whether TikTok fits into your long-term marketing strategy. It can be a valuable addition if used strategically.
- Brand Awareness vs. Sales: Determine whether your primary goal is brand awareness or immediate sales. TikTok can be effective for both, but your approach may differ depending on your objective.
- ROI Assessment: Continually assess the return on investment (ROI) of your TikTok marketing efforts. Track sales generated through TikTok and compare them to your advertising spend. Following such metrics can help you understand which advertising strategy works best for your business.
Tips and Strategies for Selling on TikTok
If you decide that selling on TikTok is the right move for your business, you’ll want to follow the below outlined best practices to ensure you’re making the most out of your business account or TikTok shop.
Understand Your Audience
Do your research to ensure your target audience is active on TikTok. For example, if you’re a consumer products company, you may find your ideal demographic is not only active on the platform but also actively shopping on TikTok. On the other hand, if you specialize in B2B services, it may be harder to find your audience or interested business leads.
Create Engaging Content
TikTok is all about short, engaging videos. Create content that is visually appealing, entertaining, and concise. It can also be helpful to use storytelling techniques to connect with viewers on a personal level. Participating in trending challenges and hashtags is another way to gain visibility and connect with a broader audience.
Ultimately, you’ll want to experiment with different video formats, including tutorials, behind-the-scenes glimpses, and user-generated content – to find what works best.
Incorporate User-Generated Content (UGC)
User-generated content (UGC) refers to any type of content that is created by your customers and shared on various platforms, including social media networks and review websites. Incorporating UGC into your marketing strategy can bring numerous benefits to your brand.
You’ll want to encourage your customers to create and upload content featuring your products. This can build trust and authenticity. The content can be in the form of reviews, feedback, or simply showcasing real-life experiences with your products.
When other potential customers see real people using and enjoying your products or services, they are more likely to trust your brand.
Optimize Your Profile
Optimizing your profile is crucial in establishing a strong online presence and attracting potential customers. One of the first things to focus on is crafting an appealing profile bio. Be concise, yet engaging, and highlight your key strengths and values. You’ll also need to choose a recognizable profile picture or logo.
Finally, make sure to include links to your website or ecommerce store. These links make it easy for visitors to access your products or services directly. Ensure that the links are easily visible and clickable, so your audience doesn’t have to go searching for them.
Utilize TikTok Ads
Ads can be an effective way to ensure that your video content is viewed by your business’s target audience. Plus, TikTok offers a host of advertising options, such as in-feed ads, branded effects, and sponsored challenges.
You can set specific targeting parameters to reach users who are more likely to be interested in your products. And, you can customize your ad spending to a budget that works for your brand.
Engage with Your Audience
Managing an active business account on TikTok is more than just consistently posting engaging material. While that may be the bulk of how you drive sales and boost your brand’s visibility on the platform, you’ll also need to ensure your audience feels heard.
You can do this by responding promptly to comments and messages to help build a sense of community and trust. Make sure to also ask questions and encourage viewers to interact with your content through likes, shares, and comments.
Showcasing your products in an engaging and visually appealing way is just one part of the puzzle. You’ll also need to provide a way for users to easily find and purchase your products.
One of the most effective ways to accomplish this is by taking advantage of TikTok Shop and product tags. These features help facilitate in-app shopping, which greatly reduces the jumps customers need to go through to find your website or buy your product.
Collaborate with Influencers
Collaborating with influencers, especially those with a strong presence on platforms like TikTok, can be a highly effective marketing strategy to reach and engage your target market.
When an influencer recommends or promotes your brand, it can instill trust and credibility, leading to more conversions and brand loyalty. Just keep in mind that the more aligned the influencer is with your target market, the more impactful their endorsement can be.
Consistency is Key
Consistency is a crucial element when it comes to building a successful online presence. One of the key ways to maintain consistency is by sticking to a regular posting schedule. By doing so, you ensure that your audience knows when to expect new content from you, which helps to keep them engaged and coming back for more.
Test and Adapt
Don’t be afraid to try out different types of content and strategies to see what works best for your brand. Continuously testing and analyzing the results can help you identify which type of content resonates most with your audience, allowing you to adapt your approach accordingly.
This can help ensure that you’re constantly evolving and providing your audience with the most relevant and engaging content.
Is Selling on TikTok Worth the Investment?
The decision to sell on TikTok can offer numerous benefits. For businesses that are able to effectively harness creative video content, engage with TikTok’s vibrant community, and adapt to its ever-evolving trends – the platform can offer a substantial return on investment and a valuable channel for sales growth.
By opening up a new sales channel through TikTok, your business may see a spike in orders. To manage effectively, you may want to consider partnering with a 3PL like Print Bind Ship.
We have the infrastructure to efficiently handle your order volumes, ensuring that your customers receive their purchases promptly and in excellent condition. Think of us as a specialized partner helping you scale.Learn more about Print Bind Ship’s fulfillment and commercial printing solutions here.
Yes, many entrepreneurs and small businesses have found success selling their products or services on TikTok. The platform’s large user base and engaging content make it a great marketplace to reach potential customers.
There are various ways to sell on TikTok. You can create engaging videos showcasing your products and redirect viewers to your online store or website. Additionally, you can collaborate with TikTok influencers who can promote your products to their large follower base.
While having a large following can certainly help in terms of exposure, it is not a requirement to start selling on TikTok. What truly matters is creating compelling and engaging content that resonates with your target audience. Even with a smaller following, you can efficiently drive sales and grow your business.