Social media platforms such as Facebook and Instagram have become popular ways to find new customers. These platforms allow eCommerce businesses to reach out to people who may be interested in their products or services.
It is likely that you're already engaged in social media marketing due to the fact that over 90% of US companies use social media.
How about TikTok Ads? How about using it for your eCommerce store?
TikTok in a Nutshell
People can share short videos using TikTok, a mobile app. Originally, it was only available in China. It was eventually released globally in 2018. Additionally, its website was updated in 2020 so that users could access their accounts and upload videos via desktop.
Compared to other social media platforms, this video-sharing platform is relatively new. Therefore, you may not yet have considered using it for marketing.
TikTok offers a huge opportunity for generating more sales, since it has over 800 million users. Ecommerce brands that cater to a younger demographic can take advantage of this marketing channel especially well.
Additionally, Shopify has just made managing TikTok advertising campaigns easier. Our next topic is a detailed review of Shopify's new TikTok capabilities, followed by best practices for advertising on TikTok in general.
TikTok and Shopify: A Partnership That Makes Sense
With effect from October 2020, Shopify users are now able to create and manage TikTok campaigns directly from their Shopify accounts.
In order to use the TikTok app, you first need to download it from the Shopify App Store. The following features will then be available to you:
- TikTok for Business account setup: You can easily create a TikTok for Business account right inside TikTok Shopify app, and connect your payment method.
- Video-generator tool: To create your own high-performing TikTok ads, you don't need any video production experience. The app automatically creates the rest of the content for you when you upload the images or videos that you want to use in your ad.
- Audience targeting: You can target your ads based on demographics, geography, and behaviors on TikTok.
- One-click pixel installation: Just as the Facebook Pixel tracks your performance on Facebook, so does the TikTok Pixel track your performance on TikTok. Shopify merchants could already use the TikTok pixel before this new partnership, but now they can do so much more easily.
- Campaign analytics: The TikTok Pixel can be used to analyze your business data and optimize performance. For example, you can see which type of ad is most cost-effective to run.
There's no catch here - it's FREE. You'll also get your $300 advertising credit and you can use it towards any ad that you want.
The two companies announced new features, including TikTok's in-app shopping experience.
11 Tips for Using TikTok Marketing for Your Shopify Store
Now that you’ve got TikTok’s app installed and your TikTok for Business account set up, it's time to make the most of your marketing campaigns.
1. Understand what TikTok does.
Though you may hold the creative considerations for your TikTok ads in high regard, the basic technical requirements are just as important. Otherwise, you would be better off creating content for a different platform.
For instance, image ads have the following specs:
- File type: JPG or PNG
- File size: No restrictions, though 500 KB or less is recommended
- Aspect ratio: 9:16, 1:1 or 16:9
- Image resolution: No restrictions, though 1200x628 pixels or greater is recommended
- Brand/app name: The brand name that’s displayed in your ad must be between two to 20 characters. If you’re advertising an app, the name must be between four to 40 characters.
- Ad Description: The description in your ad must be between 12 to 100 characters. Emojis cannot be used in the description. You should also note that even if it’s under 100 characters, longer descriptions may not be fully displayed on some devices.
Thankfully, TikTok does offer an image cropper tool that you can use on images of any size — but you’ll usually get better results if you start on your design with the image ratio requirement in mind.
Video ads have the same requirements for the aspect ratio, brand/app name, and ad description, as well as the following additional specs:
- File type: MP4, MOV, MPEG, 3GP or AVI
- File size: 500 MB or less
- Video resolution: If the aspect ratio is not at least 720x1280 pixels, 640x640 pixels, or 1280x720 pixels, you must make it so.
- Video duration: It should be between 5 seconds and 60 seconds.
2. Create vertical content
In spite of the fact that you can choose other aspect ratios, the vertical 9:16 ratio will make your ads more natural. TikTok users will find this less jarring, so they won't skip right past your ad. You might even pique their interest long enough for them to learn more about your brand and its offer.
3. Sound is key
As organic content always contains some kind of sound, including audio in your ad, can make the transition to it less jarring.
Your ads will be more effective with any type of audio, whether it's a voiceover or some simple background music.
4. Try to keep them short.
Limiting the length of your video ads is another good way to make sure people actually watch them. Even though your video can last a minute, it does not mean that you should.
Users of this platform are encouraged to keep their attention spans short because of its nature. After a few seconds, users may scroll down to the next video to see what else is available if the video isn't entertaining or interesting. As a result, you should try to grab the user's attention right away, and keep your video ads relatively short. We recommend that your ads run between nine and fifteen seconds.
5. Keep it trendy
TikTok suggests that you change your ad content regularly. Users are more likely to click on ads the first time they see them. When users see the same ads too often, they’ll stop paying attention to your ads.
To maximize your marketing budget, you must regularly revise and update your ads.
6. Use the CTA effectively
In all forms of advertising, a call to action must be present. In order to increase your conversion rate, you can't simply tell people why they should buy your product - you need to motivate users with a direct command such as "Buy Now" or "Learn More."
7. Place crucial elements in the middle of the screen.
The length of the description may be cut off for some users, even if it is within the allowed character range. For all aspects of your ads, you need to take this into consideration.
There is a possibility of the ad description blocking the content at the bottom of the screen, and the content around the sides may be cropped to fit the display. As a result, when you're creating ads, make sure your brand name and call to action are prominently featured.
8. Add some humor
In addition to being a great way to engage TikTok‘s young audience, humor also makes advertising content more appealing – in the U.S., 32.5% of users are between the age range of 10 and 19, and another 29.5% are between 20 and 29. You should embrace trending memes and maintain a light, unserious tone in your content.
9. Add TikTok to your store
TikTok can be integrated with your Shopify site so that you can increase sales in addition to promoting your products on the TikTok platform.
10. Leverage influencers
Influencer marketing is extremely powerful for all social media marketing. You can find a potential influencer on TikTok by using their Creator Market Place. With their creator search tool, you can define your target niche, country, and demographics and then find your potential influencer and a way to collaborate with them.
11. Don't reinvent the wheel
TikTok's Creative Center is an excellent source of inspiration for top-performing ads. You can filter the results based on your industry, country, campaign objectives, and more. The best thing about Creative Center is that it gives you the performance metrics of top ads in the platform so that you can get inspiration and take note of the winning elements.
Despite Princess Polly's large following on TikTok Channel, the company was not converting this traffic into sales. As a result of Princess Polly's discovery, the team was able to embed their TikTok feed on their website using the Vop app.
Customers who shop online aren't able to see or compare products before committing to a purchase. However, shoppers will always notice that you're biased, no matter what you write in your product descriptions. They know you are going to highlight the positive aspects of your products while ignoring any negative points, so they won't just take you at your word.
If you display user-generated content as Princess Polly does on its TikTok feed, you can show prospective customers that your customers are satisfied with their purchases, increasing the likelihood that they will click the "buy" button.
Embrace This Rapidly Growing Platform
Though this platform is relatively new, it is already becoming one of the most popular social media apps in the world.
TikTok already has more active users than LinkedIn, Reddit, Snapchat, Twitter, and Pinterest.
You now have everything you need to turn TikTok's massive following into steady sales for your store with Shopify's TikTok app and these tips.
If you’re interested in learning more about how to build and market an eCommerce brand that grows year-round, we’d like to help. As an eCommerce Ad Agency that manages TikTok Ads, we are prepared to leverage omni-channel visibility for your business through our hyper-growth strategy. Please fill out the form below to get a free audit from our team of experts.