TikTok can be considered a new player compared to other social media platforms. Despite this, the social media platform has encountered a continuous rise.
In Singapore, it ranks as the social media app users spend the most time on with an average of 33 hours per month. And ever since brands started selling on TikTok, the number of users on the platform has increased.
The rise of live shopping on TikTok has transformed the way brands engage with consumers, especially in vibrant markets like Singapore. As more businesses tap into this trend, the importance of real-time interaction in the digital age becomes increasingly evident.
This article delves into optimising live selling events on TikTok, offering actionable strategies for brands looking to succeed in this dynamic environment.
Strategies for Successfully Selling on TikTok
Selling on TikTok is a dynamic process that requires a mix of creativity, strategy, and technical understanding of the platform. Below are some key strategies to help you succeed in selling on TikTok, supported by insights from various sources:
Create Engaging, Authentic Content for Selling on TikTok
Image credit: veeqo
When selling on TikTok, content is king. The platform thrives on creativity, authenticity, and relatability, which means that brands need to go beyond traditional advertising to connect with their audience.
Here’s how you can create engaging, authentic content that drives sales on TikTok:
1. Prioritise Authenticity over Perfection
TikTok users are drawn to raw, genuine content that feels relatable. Unlike other social media platforms where polished content might be preferred, TikTok thrives on authenticity.
Instead of crafting highly staged videos, showcase real moments that reflect your brand’s personality. Whether it’s a glimpse into your day-to-day operations or the story behind your products, users will appreciate the honesty.
User-generated content (UGC), such as unboxing videos or reviews, also adds to this authentic connection, as users trust peer recommendations more than brand-generated content.
2. Be Creative and Experiment with Different Formats
Image credit: IntelligentReach
TikTok is all about creativity. You can’t expect to succeed by simply reposting product photos or standard advertisements. Get creative with your video formats:
- Tutorials and Demos: Show your product in action by demonstrating how it works. For example, if you’re selling beauty products, create tutorials to teach users how to use them effectively. Not only does this inform potential buyers, but it also builds credibility and trust.
- Behind-the-Scenes Content: People love to see what happens behind the scenes, whether it’s the making of a product or a day in the life of your business. This adds a personal touch and can foster a deeper connection with your audience.
- Challenges and Trends: Jump on popular TikTok trends and challenges to get your content seen by a wider audience. Participating in viral challenges relevant to your product can boost visibility. Make sure to tailor the challenge to your brand’s voice and message.
3. Embrace Storytelling
The power of a good story should not be underestimated. Use TikTok’s short video format to tell compelling stories that resonate with your audience.
Whether it’s the journey of how your brand started or the impact your product has had on customers, storytelling can humanise your business. Be sure to incorporate emotions—whether it’s humour, inspiration, or problem-solving.
Storytelling doesn’t just sell a product; it sells the experience and the values behind it.
4. Use Trending Sounds and Music
One of the easiest ways to increase engagement and visibility on TikTok is by using trending sounds and music. TikTok’s algorithm tends to favour content that uses popular sounds, as they are likely to appeal to a wider audience.
Stay updated with the latest trends by regularly browsing the “Discover” page, and incorporate popular audio tracks into your content. However, while it’s important to jump on trends, always ensure the sound aligns with your brand’s voice and message.
5. Keep Videos Short and Engaging
While TikTok allows up to 10-minute videos, shorter content—under 60 seconds—tends to perform better. TikTok’s algorithm favours videos that are watched all the way through, so it’s important to grab attention within the first few seconds.
Be concise with your messaging and focus on delivering value right away. Consider adding text overlays to highlight key points or calls to action (CTAs), encouraging users to take the next step, such as visiting your website or buying your product.
6. Interact with Your Audience
Engagement is a two-way street. The more you interact with your audience, the stronger the community around your brand will become. Respond to comments on your videos, engage in conversations, and encourage followers to share their thoughts and feedback.
This interaction not only increases engagement but also helps build trust and loyalty, which are key to driving sales. If possible, feature user-generated content in your videos, as it can be a great way to showcase how your products are used in real life.
7. Consistency is Key
While virality is an appealing goal, success on TikTok is built on consistency. Regularly post content, ideally at the times when your audience is most active. Over time, this consistency will help build a loyal following and increase your chances of reaching the For You page.
TikTok’s algorithm rewards creators who maintain consistent posting habits and engage with their followers.
By focusing on authenticity, creativity, and building a genuine connection with your audience, you can create TikTok content that not only entertains but also converts. With these strategies in place, your brand will stand out in a crowded space and drive real sales through TikTok.
Leverage TikTok’s Shopping Features for Selling on TikTok
TikTok has developed several innovative features that allow businesses to sell directly on the platform, making it easier than ever to turn engagement into sales. As TikTok’s eCommerce tools grow in sophistication, leveraging these features is key to maximising your brand’s reach and sales potential.
Here’s a breakdown of how you can use TikTok’s shopping features to boost your business:
1. Set Up TikTok Shop
Image credit: TikTok
TikTok Shop is the platform’s integrated e-commerce feature that allows users to purchase products directly from TikTok without leaving the app.
To get started, businesses need to create a TikTok Business Account and set up their shop. Once your shop is ready, you can feature your products directly in your videos, livestreams, and the dedicated Shop tab on your profile.
2. Use Shoppable Videos
Shoppable videos allow you to tag products directly within your video content, so viewers can purchase items featured in your posts. This is ideal for businesses using TikTok for product demonstrations, tutorials, or influencer collaborations.
By making products instantly available in your content, you increase the likelihood of impulse purchases. The video format, which is central to TikTok’s appeal, enhances product visibility creatively and organically, boosting sales and engagement.
3. Livestream Shopping
Image credit: SocialPilot
Livestreams on TikTok have become an increasingly popular way for brands to engage with audiences in real-time. TikTok’s Livestream Shopping feature takes this one step further by allowing you to showcase and sell products directly during live broadcasts.
Livestream shopping creates an interactive, personal shopping experience where viewers can ask questions, see products in action, and make purchases while still watching the stream. This real-time interaction enhances customer trust and makes them more likely to convert.
4. Optimise Your TikTok Profile for Shopping
Your TikTok profile serves as the first impression of your brand, so it’s crucial to optimise it for conversions. Here are key tips:
- Link to your TikTok Shop: Ensure your TikTok Shop is prominently linked in your bio. Use a call-to-action (CTA) like “Shop Now” to guide users directly to your products.
- Product Showcase: Use the Product Showcase feature to highlight featured products on your profile. This makes it easier for potential buyers to browse and shop directly from your profile page, especially if they’re not viewing your videos.
5. Promote with TikTok Ads
Image credit: Hubspot
TikTok offers several ad formats that can complement your in-app shopping features. For example, In-Feed Ads allow you to promote your products while users scroll through their feed, and Branded Hashtag Challenges encourage users to engage with your brand through creative challenges.
With TikTok’s advertising platform, you can target specific demographics and interests. Use ads to promote special sales, introduce new products, or encourage users to engage with your TikTok Shop.
6. Integrate AI and Analytics
TikTok’s Analytics and third-party AI tools can help you optimise your TikTok Shop’s performance. You can track metrics such as views, clicks, and conversions from your shoppable videos and live streams to adjust your strategy.
Data-driven decisions can significantly improve your sales performance by helping you create content that resonates with your audience. AI tools can also help predict future trends and suggest products to feature.
By leveraging TikTok’s shopping features, businesses can create a more integrated and user-friendly shopping experience, transforming social engagement into direct sales. Whether it’s through shoppable videos, livestreams, or targeted ads, TikTok offers a range of opportunities for brands to capitalise on its growing eCommerce potential.
Working With Influencers
Influencer marketing on TikTok can be a game-changer for brands looking to increase their visibility and engage with a wider audience. TikTok’s algorithm heavily favours content that resonates with users, and influencers—particularly those with niche followings—can help your products stand out in a crowded space.
Partnering with the right influencers not only amplifies your brand message but also builds authenticity, as followers are more likely to trust the endorsement of someone they admire. There are several types of influencers.
| Type of Influencer | Follower Count | Description |
| Mega Influencers | 1 million+ | Often celebrities or well-known figures with a massive following, provide extensive reach. |
| Macro Influencers | 100,000 – 1 million | Established influencers with a large audience, effective for regional or niche campaigns. |
| Micro
Influencers |
10,000 – 100,000 | Influencers with a smaller but highly engaged following, are often seen as more relatable and authentic. |
| Nano Influencers | 1,000 – 10,000 | Individuals with a very small following, often perceived as friends or family, fostering trust. |
Here’s what you need to know when working with influencers:
Identifying the Right Influencers
When selecting influencers to collaborate with, it’s crucial to look beyond their follower count. While a large following might seem appealing, it doesn’t always guarantee the best results. Instead, focus on engagement metrics—how well their followers interact with their content.
Key metrics to consider include:
- Engagement Rate: Look for influencers with a high number of likes, comments, and shares relative to their follower count. A smaller but highly engaged audience can be more valuable than a larger, less active one.
- Quality of Interactions: Pay attention to the nature of the comments. Are followers having meaningful conversations with the influencer? Do they ask questions or express interest in the products mentioned? This is a good indicator of an influencer’s authenticity and their relationship with their audience.
- Relevance to Your Brand: It’s essential to choose influencers whose personal brand aligns with your product. For instance, if you sell fitness gear, partnering with influencers who focus on health, fitness, and wellness will be more effective than working with a beauty influencer.
Building Trust Through Authenticity
Influencers who naturally integrate products into their content without coming across as overly promotional often perform better in terms of engagement. TikTok users appreciate genuine, relatable content, so influencers should feel like an extension of your brand rather than an external promoter.
- Storytelling: Collaborations work best when influencers craft stories around your product, weaving it into their personal experiences. For example, a beauty influencer could share a routine using your skincare products, showing real-time results over days or weeks.
- Creative Freedom: Allow influencers creative freedom to promote your products in a way that resonates with their audience. This flexibility results in more organic content, which is far more likely to engage TikTok’s users than scripted, sales-heavy ads.
Types of Influencer Partnerships
There are various ways to collaborate with influencers on TikTok, each serving a different purpose:
- Product Reviews and Demos: Influencers can review your product, giving their honest opinion while demonstrating its benefits.
- Unboxing Videos: These types of videos create excitement and curiosity around your product, especially if the influencer has a dedicated fanbase that trusts their opinion.
- Hashtag Challenges: Running a branded hashtag challenge encourages users to create content related to your product. Influencers can kickstart this challenge to inspire their followers to participate.
- Affiliate Programs: Collaborate with influencers on affiliate marketing, where they earn a commission for every sale made through their referral link. This motivates influencers to actively promote your product to their audience.
Tracking Performance and ROI
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One of the key benefits of TikTok influencer marketing is the ability to track performance. Monitoring the return on investment (ROI) ensures that your influencer campaigns are delivering the desired results.
Here are some ways to measure success:
- Engagement Metrics: Track likes, comments, shares, and overall engagement with each influencer post. High engagement can indicate that the audience is connecting with the content, making it more likely they’ll consider your product.
- Sales Tracking: Use affiliate links or custom discount codes to track sales directly attributed to the influencer’s campaign. This allows you to determine how much revenue the partnership is generating.
- Traffic Analytics: If the influencer links to your website or TikTok shop, use tools like Google Analytics or TikTok’s built-in insights to track the traffic generated from these links.
By carefully selecting the right influencers, fostering authentic collaborations, and tracking the effectiveness of these partnerships, brands can significantly enhance their reach on TikTok and drive more meaningful sales.
How to Start Selling on TikTok
TikTok offers an incredible opportunity to tap into an engaged, global audience, and it’s the perfect platform to showcase your products in creative and authentic ways. Whether you’re just starting or looking to optimise your TikTok presence, MediaOne can guide you every step of the way.
Get in touch with MediaOne today to start selling on TikTok and grow your business in exciting new ways!
Frequently Asked Questions
What are the best practices for selling on TikTok during live shopping events?
To sell on TikTok effectively during live shopping events, focus on engaging content, showcase your products creatively, interact with viewers in real time, and use clear calls to action. Promote your event in advance to build anticipation and encourage participation.
How can I promote my live shopping event on TikTok?
Promote your live shopping event by sharing teasers and countdowns in your TikTok videos, using stories to remind followers, and collaborating with influencers to reach a wider audience. Utilise relevant hashtags to increase visibility.
What types of products are best suited for live shopping on TikTok?
Products that benefit from visual demonstration, such as beauty, fashion, and home goods, tend to perform well during live shopping events. Items that can create excitement or urgency, like limited editions or exclusive offers, are also effective.
How can I engage my audience during a live shopping event?
Engage your audience by asking questions, responding to comments in real time, and encouraging viewers to share their thoughts on the products. Incorporate interactive elements like polls or giveaways to keep the audience involved.
What should I do after the live shopping event?
After the event, follow up with your audience by sharing highlights, thanking participants, and providing links to products featured during the live stream. Analyse performance metrics to understand what worked and how to improve future events.
