January 23, 2023
TikTok Shares Insider Tips for Retailers Looking for a Digital Boost
Amber Anderson
Tote + Pears
With so many marketing channels available, it can be hard for retailers to determine the best place to invest their marketing dollars – especially on a tight budget. But finding and connecting with your ideal customer has never been easier. With organic and paid options and robust reporting, social media platforms can be an accessible marketing tool for small retailers focused on growth.
At my marketing studio, Tote + Pears, we help our clients build relationships with their audiences using a variety of strategies and tools. TikTok, an entertainment app filled with short-form video content from over 1 billion global users, is one platform that businesses cannot overlook.
I recently connected with Josh Hilliard, global head of SMB marketing at TikTok, to learn more about how businesses are using it to engage with their target audience.
"Today, retailers have to meet customers where they are and, especially among this new generation of consumers, that's on TikTok."
- Josh Hilliard, Global Head of SMB Marketing, TikTok
Amber Anderson: What is TikTok?
Josh Hilliard: TikTok is an entertainment app where you'll find short-form video content from storytellers around the world. The experience is real, lighthearted, and interactive. People engage with each other by co-creating, commenting on and engaging with their favorite creators.
We’re all about authenticity. On the platform, you'll find real and relatable content.
AA: Who’s using TikTok today?
JH: TikTok is a beloved source of entertainment for people 13 years old and older, from all backgrounds. There is a niche or community for everyone. For example, the hashtag #over55 on TikTok has nearly 50 million video views, and #grandparentsofTikTok has over 1 billion!
We strive to make TikTok a place where everyone feels safe and comfortable being who they are with content relevant to their interests.
AA: There are so many social media platforms in the market today. What makes TikTok different from the others?
JH: Other platforms distribute content based on what's called a "social graph," which limits its community to content shared by the people they’re connected to. TikTok is designed to help our community discover content from around the world based on their interests – dance, architecture, investing, books, gardening, fashion, fitness, etc. We make it easy for people to discover and explore.
Which for small businesses, especially retailers, is important because TikTok does the work for you by getting your content into the feeds of existing and potential customers, whether they're following you or not.
AA: That is a differentiator. Target positioning is always important – especially when you’re operating on a tight budget. What does it take for a business to get started on TikTok?
JH: There are a few simple but critical steps to get started on TikTok:
1. Download the app and set up an account.
The first step is to download the TikTok app. You can find it on the Apple app store or Google Play. Then, set up a business account. There are two types of business accounts on TikTok: Business accounts and TikTok Ads Manager accounts. Business accounts are used for organic purposes, whereas Ads Manager is for paid advertising.
2. Develop a TikTok strategy and content plan.
After you've set up your account, spend some time scrolling through your ForYou page. Find some other small businesses on the platform and see how they tell their story, how they showcase their products or services, and how they engage with their audience. Think about how you could use those same storytelling tactics to introduce your business/product/brand to the TikTok community.
Then make a list of what aspects of your story you want to share, like how you got started, what your most popular product is, what a day in the life of running your business looks like, whatever you feel helps highlight all that makes your business interesting. If you need some inspiration check out the TikTok Creative Center, which highlights the latest creative trends, insights and news.
3. Create and post unique content – consistently.
Next, it's time to make your TikTok debut. Once you've got your story lined up, start playing around with the video editing tools. You can add text overlays, filters, sound, stickers, the list goes on. Remember, it’s OK to keep it brief. A video as short as 15 seconds can make a huge impact. Aim to post at least a few times a week. Beyond helping you develop your creative muscle, this consistency will help the algorithm better understand your content and who to deliver it to.
4. Set up and run campaigns.
And finally, keep an eye on your performance metrics (available with Business accounts). Learn what resonates most with your audience and consider turning some of those formats into ad campaigns to supercharge your results.
AA: What type of content are businesses creating on TikTok? Is there anything in particular that resonates more with the community?
JH: As simplistic as this may sound, all you need to do on TikTok is show up as authentically as possible.
Show the community what it's like to run your business, what inspires you to keep going, how you make your products, what a difference your services can make – and maybe even show off a bit of your silly side! Our community wants less polished, more honest, and more relatable content.
Duolingo, an online learning app, is a great example. Perhaps one of the most viral brands on TikTok, they post organic content consistently, participate in the latest trends, and engage with other brands and creators by leaving comments or responding to videos with TikToks of their own, while showcasing their sense of humor every chance they get.
Another example is Carpet Repair Guys. Owner Josh Nolan takes a seemingly mundane topic (carpet repair) and elevates it to joyful entertainment. He's amassed nearly 1M followers simply by putting a creative twist on trends, showing satisfying before and after views of his work and showing off his goofy side.
AA: Is there anything retailers should avoid when getting started?
JH: There are two mistakes that businesses often make on TikTok. Thankfully, they're easy to avoid!
First, they "lift and shift" content from other platforms to TikTok. You must create TikTok "native" content, which means content created in the app using at least some key features for success. Content created for other platforms and posted to TikTok disrupts the viewing experience for your audience and will cause them to scroll right past your video.
Second, they're impatient. Yes, there are stories of businesses posting for the first time and going viral, but this is not the norm. Instead, invest the time and energy to get to know the platform and find a unique place within it for your business.
AA: What advice do you have for small businesses and retailers looking to grow?
JH: What happens on our platform reverberates around the globe and can impact not just trends but entire industries and economies.
The #TikTokMadeMeBuyIt phenomenon is an example of TikTok’s influence, with nearly 30B views of its content and more stories of inventory sell-outs than we can count. It's clear that TikTokers come to the platform not just to be entertained but to learn and shop too.
Today, retailers have to meet customers where they are and, especially among this new generation of consumers, that's on TikTok. By showing up authentically and adding your brand’s unique twist, you can stand out in a crowded market.
Photo: Getty Images
