TikTok was launched in 2017 and, back then, was used by 1.8% of smartphone users. In 2020 during the height of the coronavirus lockdown in the UK, TikTok took the social media world by storm, and there were 6 million monthly TikTok users in the UK. In 2021, this number jumped to over 13 million!
Currently, TikTok has the most actively engaged social media platform users.
With over a billion users worldwide in 2022, it is no wonder that the platform has taken full advantage of introducing eCommerce and other business channels.
Shopify and TikTok
After TikTok went viral in Summer 2020, they partnered with Shopify. This allowed creators to make shoppable TikTok ad campaigns.
But how does it work?
- A brand chooses which product they want to be featured in the ad
- TikTok generates a video automatically
- The brand can choose a target audience
- Users can like and comment as if it were organic in their feed
How can I sell on TikTok?
There are a few different options that TikTok will take in the future to make the users’ shopping experience more straightforward than that of Instagram:
- A business will be able to show their products in short videos using a feature like Instagram’s ‘swipe up’. This will then include a link for viewers to click on and view or buy a product.
- Alternatively, they will use ‘showcasing’ whereby brands can look at the products a business or creator has on offer and encourage viewers to click through to purchase the product.
- Finally, they will offer live stream shopping. A product will be displayed in the video whilst the host performs a demonstration and gives users an option to shop by following a link in the video. Much like TV shopping!
Some may argue it is hard to make these methods seem natural, but it is now second nature for many content creators to advertise products naturally and believably – in 2020, there were 450,000 content creators and we know this number has climbed exponentially since then. The best part for businesses is that genuine, convincing ads are more likely to bring conversions than the generic and staged ads that we see so often on Instagram and other platforms.
How to stand out
As with any social media platform, you must feed into recent trends. Whether it be the latest dance trend, the video length that is doing the best or the most popular hashtags, you must optimise your videos exactly how you would your website.
Unfortunately, there is no one way to ‘go viral’ on TikTok. However, virality is becoming increasingly common due to consumer engagement and usage levels. So, make original and creative videos where possible to give yourself the best chance.
Whether you are viral are not, it is brilliant to have a following on all social media platforms, so do not give up.
Should my business use TikTok?
Contrary to popular belief, all businesses can thrive on TikTok with the proper following and strategy.
At FireTap, we specialise in digital marketing for law firms. Immediately you might think that TikTok is not the place for law firms or lawyers. Here are some of our favourite legal accounts:
Be sure to get following!
Social Media Manager London
For excellent social media management that genuinely focuses on you as a business, contact FireTap today. We can help you whether you are looking to drive awareness, get your business seen or generate leads and conversions.
Please do not hesitate to contact us by calling 020 3911 9715, emailing hello@firetap.co.uk or filling out a contact form.
We can’t wait to work with you and improve your social media strategy for good.
