Watch our hour-long Master Class with Nonsensical’s CEO, Oli Hills; TikTok Account Manager, Matt Stokes; and Head of Partnerships, Melina Lee to learn how brands can showcase and sell products directly on TikTok, collaboration opportunities with affiliates and increase sales on TikTok Shop successfully.
Watch the replay and check out our summary below.
Our Key Takeaways:
TikTok Shop is content led
Just like everything else on TikTok, content will play a huge part in your performance on TikTok Shop. And that content can be split into 3 main categories:
- Your Own Channel
- Affiliates
- Influencers
In each of these categories you can activate content via organic videos, livestreams, or paid media.
Prioritise volume – Affiliates
Working with affiliates on TikTok Shop is about empowering as many as possible to talk about your brand on the platform and turning them into sales advocates.
Initiating the process might involve reaching out to over 500 creators at first, and consistently nurturing and expanding the pool of potential affiliates. This is crucial for sustained growth.
Test and try – Livestreams
Different formats work for different brands, so it’s important to test and try what is going to work best for you.
For example, test different set ups and backdrops or collaborate with different affiliates until you start to see results.
This is also an opportunity for your brand to create something new and a unique style that other brands might try to follow.
Find the right presenter/affiliate
Ensure you find someone who is excited to talk about your product first and foremost.
They will essentially become the face of your brand, therefore it is vital you select the right person who is able to bring your content/livestreams to life.
One important thing to look for is that they have the opportunity to tell a story and take the audience on a journey.
Authentic content is key
The ability to produce authentic content with TikTok Shop is so fundamental.
This is especially important when working with affiliates and influencers.
Trusting them to create in their own style, allows their authenticity to shine through in their content, optimising engagement and resonance with their audience.
If the affiliate genuinely likes the brand/product, the more likely it will sell.
Build long term relationships
Once top performing affiliates have been identified, it’s pivotal to consider fostering a long-term relationship with them.
Providing additional incentives can be a great strategy to ensure continued engagement and enthusiasm from the creator in promoting your product.
Think about offering exclusive perks, increased commission rates, early access to new products, or even co-creation opportunities.
This creates not only a collaborative experience, but also a genuine connection with them.
Amplify with Spark Ads
When creators are generating a strong conversion rate, consider amplifying their content through Spark Ads, extending a video’s reach.
While this involves additional media spend and potentially higher commissions rates, it’s a strategic move to leverage the success of an already thriving video.
If a video is doing well organically, this is a brilliant opportunity to capitalise on the success!
Consistency is key
To achieve success with livestreams, you need to be doing these consistently to build up that familiarity with your audience.
You want to have TikTok as the place users will recognise your brand and the affiliates associated with your brand.
If you have that person(s) who represent it all, it becomes much more recognisable and makes your brand more than just a brand.
If you can achieve that consistency and the creators equally have fun with it – you’re on to a winner.
Looking for help with TikTok?
If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment, give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.
There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.
Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!
Watch this space for more webinars about TikTok success!
