Why your brand should use TikTok Shop in its next Influencer Marketing campaign
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Why your brand should use TikTok Shop in its next Influencer Marketing campaign

Neve Fear-Smith
Neve Fear-Smith

Staying ahead of the curve is essential in the Influencer Marketing space to connect with your audience effectively, and stand out from your competitors. One platform that has taken the world by storm and continues to keep brands and creators on their toes is TikTok, thanks to the way it has redefined the way brands engage with their consumers.

And now, TikTok Shop has emerged as a game-changer for Influencer Marketing campaigns. Has your brand considered exploring TikTok Shop yet? Are you still puzzled about how it can work for you? We have the lowdown…  

A seamless shopping experience

TikTok Shop empowers both brands and content creators to not only showcase their products but also sell them directly within the TikTok app. This integrated approach means that users don’t have to leave the platform to make a purchase, resulting in a more seamless and efficient shopping experience – TikTok really is the one stop shop for everything from mini ring lights to makeup brushes (tried and tested!). Completing a purchase is also totally pain free as you can link Apple pay up to your TikTok account, further increasing conversion rates with less barriers to purchase.

TikTok Shop offers three native ways to shop for and sell products:

  • Live Shopping: With live shopping, influencers can interact with their audience in real time, demonstrating products and answering questions, creating an engaging shopping experience.

    TikTok often offers free shipping and discounted prices to incentivize users to purchase from the platform. The promotions are presented as redeemable coupons or through meeting a minimum purchase amount on different products.
  • Shoppable Videos: Shoppable videos allow influencers to incorporate product information and links directly into their content, making it easy for viewers to make a purchase. Those including product links in their videos are able to earn a commission by visiting the TikTok shop Seller Center and clicking the affiliate marketing button
  • Product Showcase: The product showcase feature lets brands highlight their products with detailed information, enticing users to explore and buy. To sell on TikTok Shop, you must create a business account. You will then need to provide information such as sales account data and verification in order to include information such as your bank account, location, currency, and tax settings. 

Once the set up and verification is complete, you can add your products to the shop and promote them using embedded content and links. You can also then start to work with influencers and assign commissions to each creator you collaborate with. 

For the first 90 days after setup, you will gain a lower commission fee of 1.8% for each product sale. After 90 days, the fee will increase to 5%.

The persuasive power of TikTok

TikTok is not just another social media platform; it's the third most persuasive channel for driving purchases, storming ahead of other online platforms like Meta and YouTube by a significant 16%. This indicates that TikTok's engaging format that keeps you locked in for hours on end alongside user-generated content have a one of a one-of-a-kind influence on consumer behavior.

Just last week, TikTok announced its latest push on in-stream commerce, with some users in the U.S. now seeing a new “Shop” tab appear in the app. The new tab sits in between the ‘Following’ and ‘For You’ tabs and displays a scrollable listing of products, and daily deals, largely originating from China, although many do appear to be linked to in-app trends.

Choose video-first 

We’re living in a digital age, and video content reigns supreme. TikTok is at the forefront of this revolution. An astounding 81% of consumers prefer brands to communicate through video. Luckily for TikTok, its unique format aligns perfectly with this trend, making it an ideal platform for Influencer Marketing campaigns.

As well as aligning with the way audiences like to consume branded content, TikTok boasts impressive conversion rates, with two-thirds of its users reporting a likelihood to make a purchase while using the platform. This is a golden opportunity for brands to tap into a highly engaged and ready-to-buy audience.

Where do influencers fit into this?

Collaborating with influencers on TikTok can be a game-changer for your brand. The platform has become a hub of authenticity and creativity, and thankfully, influencers have a natural advantage in connecting with their followers. When influencers endorse your products, it not only builds credibility but their audiences trust the recommendations, leading to increased conversions for your brand.

Take Made by Mitchell for example. The now 24-year-old creator started posting TikTok videos in 2020, and his content quickly went viral thanks to his hero makeup product ‘Blursh’. 

Once he had gained 500 thousand followers, Mitchell leveraged his viral moment and launched targeted flash sales through TikTok Shop, and these truly started creating a buzz amongst customers, both loyal and new. Mitchell also made use of the TikTok Shop studio space in Manchester, allowing him to diversify his Shoppable LIVEs with fun makeup tutorials and ‘get ready with me’ sessions. 

More and more creators jumped on the Made by Mitchell hype, initially sharing their love for the ‘Blursh’ and ‘Drip Drip’ products organically, and soon implementing them into their own Shoppable LIVEs and Shoppable Short Videos to maximize visibility. 

MBM duetting Jordan Lipscombe's review

Mitchell has also allowed us to see how success on TikTok Shop can translate into OOH opportunities. In May 2023, ‘The Mitchell Mart’ pop-up launched in H Beauty, Bristol – a beauty branch by Harrods. Until the end of October, the community that Mitchell has built on TikTok will be able to purchase his iconic viral products in person for the first time outside of TikTok Shop.

The Mitchell Mart also offers personalized beauty advice, with Mitchell himself making appearances at the pop-up, further allowing him to build connections with his dedicated followers and enhance their connection to the brand. 

What are you waiting for? 

With success stories like this showing the positive impact that TikTok Shop is having on the creator economy, we believe that utilizing it can be a valuable addition to your current influencer activity. The seamless shopping experience, native shopping options, persuasive power, and the platform's commitment to video content make it an ideal choice for boosting your brand's visibility and sales. Partnering with influencers on TikTok further enhances your campaign's credibility and trustworthiness, leading to even better results!

Digital Voices is continuing to research and explore the ways that TikTok Shopping can benefit our clients, especially those within the beauty sector by understanding the native tools that TikTok has to offer. If you want to explore the possibilities that are out there for your brand, drop us a line at hello@digitalvoices.com.

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