If you didn’t know already, TikTok’s platform is growing exponentially and isn’t showing signs of stopping any time soon. They happily announced that more than 1 billion people are now using the app every day, celebrating the space they have created for communities, small businesses, and creators that make the experience what it is.
To put that into perspective, here are some stats on other social media platforms which are pulling similar numbers:
Facebook: 2.9 Billion
Instagram: 2.2 Billion
Snapchat: 500 Million
Pinterest: 480 Million
Twitter: 397 Million
We know that navigating the unknown can be daunting at times so we’re going to give you all the information you need to get started on the platform.
First things first…
TikTok allows users to create, discover, and share short-form videos. The in-app editor lets creators add audio and effects to produce unique and engaging content. It utilises a powerful algorithm (You can read all about how the TikTok algorithm works here) that rewards creativity and engagement. This means with the right strategy your video could be seen by millions of people no matter how many followers you have. Amazon sellers, this is precisely why you should be promoting your products on TikTok.
Of course, that's not the only benefit of promoting your products on TikTok.
No, we mean it, the audience is seriously engaged. During Q2 of 2022, the average user spent more than 90 minutes on the app every day. That’s more than 10 hours a week. TikTok has a vast range of unique communities that have unique trends and traits, this presents the opportunity to brand owners to create content which appeals directly to these communities in ways that will garner huge sums of engagement - and as we now know, TikTok rewards this engagement by pushing your content exponentially to wider audiences.
What do we mean by unique?
User demographics provided by Statista indicate that the user base is typically very young. 2021 data shows that almost 50% of users are between the ages of 10 and 29. If you are trying to target a gen Z audience then this is undoubtedly the platform for you.
Given the content of the article, that statement probably seems like a given, right?
That’s because it is. We can’t stress just how much of a useful tool TikTok is to all brand owners and advertisers alike. If it isn’t already a part of a strategy for advertising your Amazon products (which we’ll assume it isn’t because you’re reading this), then now is the time to dive into the big blue ocean that is TikTok.
Let’s take a look at some hashtags and see how many views these hashtags are pulling at the time of writing this - and we’ll make them Amazon-specific.
#Amazonfinds - 29 billion views
#Amazon - 35 billion views
#Amazonfavorites - 3.8 billion views
The numbers speak for themselves.
If you look through the content of the views you’ll find reviews, opinions, and testimonials which are all gaining an incredible amount of engagement. This content appears authentic, authentic content from other platform users typically generates a higher amount of sales because people tend to trust other people over brands.
As mentioned previously, TikTok is a fantastic platform for organic reach. If you can create content yourself, you can post these and they can be seen on the For You page by the TikTok community. The app is designed so that anyone's content can go viral which levels the playing field for marketers and creators. This is a low-cost opportunity to get your product in front of a huge audience.
You can also utilise paid methods to get your product seen by EVEN more potential customers.
TikTok’s ad formats are incredibly varied and are designed to specifically facilitate engagement.
In advertising, especially on TikTok, variation is key to ensuring that potential customers don’t turn off and disengage from your product or messaging.
Although repetition is a key persuasive technique used in advertising, if someone is seeing the same thing all the time this can lead to boredom. Boredom is the last thing you want on TikTok because this then leads to less engagement which in turn means your content could be buried with the rest of the noise. You need to stand out.
TikTok helps to facilitate this with wide and varied ad formats such as in-feed ads, TopView ads, branded hashtag challenges, and branded effects. They’ve recently announced 3 new ad formats too - Video shopping ads, catalogue ads, and LIVE shopping ads. You can read more about them here.
A key advertising avenue which we have found works incredibly well with brands on TikTok is partnering with creators to leverage their deep knowledge of the platform to create high converting, niche-specific content.
This type of content utilises a mix of organic and paid strategies which we have found first hand generate incredible results for our clients (we’ll go into that in more detail later in the blog so make sure to keep on reading). TikTok calls this an always-engaged approach.
Now that you have a feel for the platform and its uses, let’s explore how you can use TikTok to promote your products.
1. Use For You Advertising to find the best TikTok Creators
Advertising your products on TikTok will look more authentic if it comes from people users trust, such as influencers.
But how do you find them?
Well, our service is helping brands find creators that fit their customer avatar(s). We source and direct creators to produce TikTok-specific UGC that converts.
We helped brands like Cocopup generate nearly a 4x ROAS in under 3 weeks using our UGC + Paid ads Hyper Growth Strategy.
You can see this case study (and others) as well as get our TikTok creative checklist for free here.
If you want a FREE creative workshop, you can apply here.
2. Utilise hashtags
Using hashtags under your videos is a great way of being discovered as well as helping the TikTok algorithm categorise your video so that it’s seen by the right people.
This is a great organic method of product promotion. Remember the hashtag mentioned before like ‘#Amazonfinds’? People and creators can see that products here get A LOT of attention. This means more users are likely to take to Amazon and create content around it, because of the attention that it could bring to them and their accounts. It’s a symbiotic relationship, you benefit them, they benefit you. Everyone is a winner.
3. Utilise trends
TikTok thrives on trends. If you can find a way to position a piece of content for your product around a trending topic, effect, sound or style - you could be onto a winner. Content which is based on current trends keeps your content fresh and most of all engaging.
Community engagement via trends means that your videos are more likely to appear on another user’s For You page - the front page of TikTok.
4. Use call to actions
Another weapon in an advertiser’s arsenal is a call to action (AKA CTA). A CTA is a direct command intended to give the potential customer that psychological nudge they might need to convince them to take action and drive conversions.
These should be used in your posts as well as your account bio as a way to direct customers to products or web pages. You can even use them to offer specific discounts.
Call to actions help to guide a consumer through the customer journey. You need to tell them where to go, what to do, and how to do it to make that journey as frictionless as possible.
5. Use TikTok ads to boost sales
Once you’ve found a creative which is performing well organically you can use paid TikTok ads to boost reach as well as engagement by targeting specific niches and interests.
With Amazon products, we know through experience that spark ads will more often than not generate the best returns for you by piggybacking off the performance or organic posts.
Spark ads utilise the creator's posts (with their permission) to add your product to their content. It involves you boosting a creator's post with a link to your product. This means that customers get an ad from a TikTok user and click through to your product page all within that same video. Customers are more likely to convert as they can see that the content is coming from another user rather than a brand specifically.
TikTok themselves state that spark ads have a longer-lasting marketing impact as well as improve ROI.
If you want to get the best results possible whenever it comes to advertising on TikTok using specific growth strategies will cement success.
What do we suggest?
Utilise a mix of trends as well as use the correct ad creative format.
You will find that some trends are popular across the whole app. However, if you do research into your niche you may find that high-performing videos are all using the same sounds, video styles, or hashtags. Congratulations, you’ve just stumbled across a trend which you can use to promote your products.
The best place to search for this content would be in the discover section of the app.
While trends are an important part of your strategy, using the correct ad format is just as important. Tap into what’s working and make it your own. It’s important to note that some of these suggestions make work better than others for your product. It’s a matter of using common sense as well as trial and error to work out the best creative style and then iterate on that.
Ad format suggestions include:
This takes a competitor, or similar product in your niche and shows how your product is different to theirs. It gives you a chance to directly show customers your USP compared to others. We’re not suggesting you start a content war with your competitors (even though this may make for good content), but highlight what makes you special in comparison to them.
This one does what it says on the tin. This is someone reacting after using the product. The audience sees that reaction and wants a piece of the action.
Think of other areas where reaction videos are working well. YouTube, TV. People love seeing how people react to different stimuli.
The ad format takes the audience on a journey, it shows what the user's life was like before the product was in their life and then how their experiences have changed now the product is in their life. It’s a good way of establishing common connections between people, picking up on potential pain points and how the product addresses these issues.
This is essentially a tutorial on how to use the product, showing how your product can fit into and benefit their day-to-day life.
This format lists reasons why people like your product. It fosters an environment which invites engagement. Maybe even sparks some controversy (a great engagement hack).
So just to recap…
We’ve told you what TikTok is, what's great about it, and how to use it to your advantage to advertise your Amazon products and skyrocket sales.
If you want to ask any questions or learn more about how we can help you take advantage of TikTok - get in touch with us here > https://calendly.com/joeforyou/15-minute-meeting