IGC vs UGC
In this article, we will be discussing the major differences between IGC and UGC, and present a smarter way to leverage content creation to minimize ad costs.
In this detailed article, you will find out everything you need to know about how to skyrocket your eCommerce with a TikTok account, as well as a case study.
If you aren't quite sure that your business should start a TikTok account, let us show you why video marketing can actually double your sales.
The pandemic has accelerated eCommerce growth by nearly five years from its previous forecasted trajectory. While eCommerce has been on the rise for years now, this is a new normal for consumers and businesses alike.
Video marketing, especially on social media platforms such as TikTok, is a key component to success in eCommerce these days.
The best part is that you can repurpose your TikTok content to be shared on other social platforms that support the video format.
You guessed it, TikTok content works best on other social channels as well, such as Facebook, Youtube Shorts, and Instagram.According to Admiral Media, businesses invest more in Facebook advertising, but get a lot more impressions on TikTok because of its video format!
Now that we’ve established that the video format shouldn’t be missing from your marketing strategy, let's dive into more specific details.
Businesses have been struggling with engagement and reach for ages. And, in the evolving digital era, eCommerce has been a stable piece of the puzzle. While businesses still value out-of-the-box capability, priorities have shifted to agility, speed, and cost-effectiveness.
“Global retail eCommerce sales will reach $4.5 trillion by 2021, which makes this one of the most vibrant industries worldwide and one that is increasingly crucial for any retail business.” said Wunderman Thompson Commerce
They’re not doing content and ads on TikTok.
We know that social media platforms are everything nowadays. You can find clients at every corner of the internet, and still, eCommerce businesses are struggling with exposure, even if some of them have a TikTok account. The important question here is, why? “Fitting in” is the answer. TikTok is still the most downloaded application worldwide.
House of Marketers pointed out that:“TikTok now has more than 1 billion monthly active users worldwide; that means approximately 12.5% of the entire world is on TikTok! (...) Globally, that makes TikTok more popular than LinkedIn, Snapchat, Pinterest, and Twitter. "
Appinventiv said that “ It is estimated that the current number of monthly active TikTok users in the US might reach 89.7 million by the end of 2023.”
People are under the impression that organic content and ads work very differently. But if we look at the most successful ads on TikTok, we can see that they don’t look like ads.
They feel “natural” on the platform because they look like organic content. They reach more users, engage more, and create more sales.
Users are more used to encountering people on the platform than brands.
In November 2021 Duolingo did a TikTok for their page that got them 5 million likes!
“The company’s green owl mascot would press itself up against a glass door and fall to the ground as the song “Enchanted” by Taylor Swift played. Text on the video read: “When you use Google Translate instead of actually learning a language.” The post got nearly 22 million views and 5 million likes.”
Parvez told Protocol that “...users started taking Duolingo “seriously” as its posts got more chaotic (...) a successful company TikTok is one that acts more like a creator than a company. “
Assuming that you now know why it is important that your eCommerce business has a TikTok account, let’s talk about why you should also run TikTok ads.
TikTok ad campaigns can accomplish a lot of things for a business, depending on the purpose of the campaign. Brand awareness, cost optimization, target optimization, lowering the CPC, etc.
If you start advertising on TikTok now, you can benefit from ultra-low CPCs on TikTok. But as soon as more and more people start advertising on the platform, we will see advertising costs rise, exactly as it happened with Facebook a few years ago.
Right now you can have the chance to hop on a platform where more people and a slightly different audience will interact with your ads and be exposed to your brand. As TikTok remains the most downloaded app in the world, there’s a huge possibility that your brand will get more brand awareness with fewer ads compared with doing ads on other platforms.
The channel also allows you to be more creative than on other platforms. You can leave a strong footprint on the community since the platform’s video-based structure allows you to create a stronger relationship with the customer. In comparison with Facebook’s and Instagram’s picture ads.
Hootsuite says “Short videos tend to have higher completion rates. However, if you’ve got a compelling message, you can go a little longer. Video can help clearly demonstrate your services—like a cool dance class—and stand out in a mostly static news feed.”
If your eCommerce business doesn't have a TikTok account, we strongly suggest now is the time to create one! There are endless possibilities on TikTok, and video ads can bring your business higher conversion rates.
With your TikTok account ready, let’s talk about one of TikTok’s greatest features for eCommerce businesses, namely TikTok Shopping.
What if we told you that TikTok's new "Shopping" function offers a different way to increase conversions and boost sales?
As the name suggests, it’s a feature that helps eCommerce businesses drive more sales directly on their TikTok page.
“When a business sets up TikTok Shopping, it will have a dedicated Shopping tab on its profile. This is represented by a shopping bag icon. Customers can then browse through and select products within TikTok and then buy the product, either within TikTok or transferred to the company's online store for checkout. “ Influencer Marketing Hub clarified.
Users of TikTok have the option to make purchases directly from a retailer's storefront or to visit that retailer's online store by clicking on a tagged item in a TikTok video. Directly from their Shopify dashboard, merchants can design, manage, and improve their TikTok marketing campaigns.
Prior to rolling it out more widely, TikTok tested Shopping with a small number of Shopify merchants in the United States, the United Kingdom, and later Canada.
Any company is able to arrange live shopping events and link its video content to product pages. In September 2021, TikTok announced an expansion of the program during the inaugural TikTok World marketing event. It is currently accessible in the majority of nations, and TikTok has created apps for businesses using other platforms in addition to Shopify.
To set up TikTok Shopping, you must have a TikTok for Business account. Download the TikTok Shopify app if you run a Shopify business. From within Shopify, you can use the app to create video advertising, monitor outcomes, and manage your orders. The Shopify app connects with TikTok For Business Ads Manager in addition to allowing you to manage your TikTok Shopping tab.
For instance, you can now download the TikTok for Business app if you have a BigCommerce business. The TikTok Pixel is immediately installed on your storefront by this app so you can monitor the effectiveness of your marketing initiatives.
You can show pertinent ads to interested people by synchronizing your BigCommerce catalog with TikTok. Then, for a seamless checkout experience, you can add a Shopping tab to your profile page with product links that reroute to your BigCommerce store.
With this new TikTok Shopping feature, eCommerce businesses will have the added opportunity to increase traffic to their website, increase conversions, decrease cost per click, and more with just a swipe of the finger. They will also be able to simplify the purchasing process for potential customers. So, why not give it a try?
Next, with your TikTok account already set up, let’s explore the types of video ideas you can use to establish a strong connection with your audience, as well as some best practices on how to incorporate video more into your business overall.
Video marketing can help you increase the number of people who see your product lines and offer them a taste of what it's like to buy from you.
Before we jump into the video types that can increase the number of clients for your e-commerce business, here’s a quick recap of why video is vital.
Videos essentially allow online buyers to get as close to your products as they can, and basically, online shopping has become the way to go for the majority of the population.
Everything from clothing to beauty supplies, home goods, and even groceries can now be purchased much more easily thanks to eCommerce. And with the right video marketing strategy, your eCommerce business can increase its client base even more.
99% of people said they prefer to watch video content online from brands rather than just simple pictures, blogs, etc., with a whopping 88% of respondents claiming that watching a brand's video persuaded them to purchase a service or product.
Although word of mouth is fantastic, go one step further by requesting testimonials. Your target audience may be skeptical about making an internet purchase without first inspecting the item. Customer testimonials give future clients the assurance that your product has already helped someone else with a similar problem, perhaps even one of their friends, so it is reasonable to assume that it will also help them.
The ideal video testimonial achieves the following things:
Video presentations can be very effective in order to create excitement before the release or debut of your upcoming product. People using or discussing your product before it launches can even encourage your audience to make an early purchase from e-commerce brands.
In presentation videos, you will basically let the audience know all about your product in the shortest way possible.
The ideal product presentation video has the following aspects:
Customers must feel important in order to buy from you again. Giving potential customers a taste of what it might be like to use your e-commerce brand is another technique to spark their curiosity. If your eCommerce is selling digital products, demos or free trials can increase your product purchases and brand awareness as the buyers will further recommend your products to other people if they enjoyed them in the first place.
The same pattern applies to eCommerce brands that sell physical products. How can you make your customers feel appreciated and at the same time making sure they will recommend you to other people or buy from you again? By giving them free samples of other products!
These videos might provide purchasers with useful advice on how to make the most of the things they buy. It's also a chance to draw attention to additional products that these customers could find useful. Aim to promote products that are pertinent to your customers after they have made a purchase.
Post-purchase videos can be used on social media either by creating paid campaigns that target customers that have already bought from you or by simply posting them across your social media channels. Chances are that if they have bought from you, they will follow your brand across social media channels.
Repurpose your videos for other platforms too. Who isn’t on at least one social media platform these days? People who shop online are likely spending a lot of time on other websites as well, such as TikTok, Instagram, etc.
You can interact with your followers on social media and expand your exposure outside of your own website by posting videos there. By taking a look at insights like comments, responses, shares, and other engagement analytics, you can quickly measure the impact of your videos.
Most social media apps now feature (or are exclusively based around) video. Facebook, Instagram, TikTok, and YouTube are four of the most popular social media apps.
While you don’t need to create brand new content for each social media channel, you should format each video to have the best chance of success on any given app.
If you’re stuck and don’t know what platform and what type of video will fit your business the best, regardless of your domain, check out our blog “Which are the best platforms for video marketing?”
Video will give your consumers a 360-degree perspective of your product, in contrast to static photos. This is crucial in e-commerce since it prevents shoppers from personally inspecting the items. When customers are able to see the product being used by someone, it’s easier for them to envision themselves wearing or using the product.
Take a look at Beis. Almost each of their products has on the product page a video with someone using the bag, as well as many photos from a wide range of angles, with or without a person in the frame, to get the full experience.
eCommerce brands have to establish even greater credibility than other brands online. You can create these videos to showcase your e-commerce product line and engage with the customers in the way they prefer, and also integrate more videos all around your website and other social media channels.
With all of that being said, next in this article we’re going to show you in tutorial style how to target a specific audience when starting a marketing campaign on TikTok.
PS: You’ll need to have a TikTok Ads Manager for the following part.
Making your company stand out in a crowded market can be challenging, especially on a huge platform like TikTok.
Let us demonstrate how you can leverage the TikTok platform to target the audience of your competitors.
Brands occasionally come up with their own hashtags. Every user that interacts with their TikTok page will result in views if they repeatedly use that hashtag in all of their posts.
Take a look at the #AboutYouStyle hashtag. The About You TikTok page created this hashtag, especially for their audience.
If you take a look at the hashtag’s page, you will see that the hashtag has 231,8 million views! Insane, right?
You can run a TikTok retargeting campaign for the hashtag that your competitor created.
It's a simple process, and you’re basically targeting people who have interests in what your business is selling.
With this behavior defined for your advertising campaign, your company will target clients drawn to the products and services of your competitor’s business.
As a final touch to this article, we’re going to show you a small case study about Justin Bieber’s ads on TikTok and a method of retargeting the audience he reached with his ads.
You could assume that well-known celebrities like Justin Bieber don't have to do ads to promote their merchandise. However, every company benefits from ads. It doesn't matter if your brand is big or small.
As we mentioned, he’s using a method of retargeting from the TikTok Ads manager that implies customer watch time. You can customize a feature that will allow your campaign to reach out to people who interacted with your ads by watching it a specific amount of time.
Retargeting ads work the same way across all platforms, but TikTok has its own requirements and procedures that you must adhere to.
Morgan, on Lyfe Marketing said: “Retargeting ads are some of the best ads to run because you’re showing your ad to someone who has already expressed interest in your business, product, or service in some way”
Here’s a short guide on how to start retargeting your audience for your TikTok ad campaigns in order to improve your cost-per-click.
Step 1: Access your TikTok Ads Manager account on a computer.
Step 2: Go to “Assets” and select "Audiences.”
Step 3: Go to “Create Audience” and select “Custom Audience.”
Step 4: In the pop-up window, select “Engagement” from “Select an audience type.”
Step 5: After selecting “Engagement”, under “Define your audience” at “Include”. Here is where you can specify which audience you want to retarget based on the amount of time they watched the ad.
PRO tip: This feature will allow you to interact with users that already know your business, and the ad they’re seeing needs to have a strong hook. So, when you use this feature, make sure to give them a reason to buy from you and not scroll away.
Leave us a message, and we’ll help you get insane ROAS and organic engagement with our special personalized TikTok Ads package and Vertical Video package!
In this article, we will be discussing the major differences between IGC and UGC, and present a smarter way to leverage content creation to minimize ad costs.
This article has an extended list of useful materials, such as hook ideas, call-to-actions & best practices that can help increase your chances of going viral.
In this article, we will be discussing the best methods to optimize your ads. From defining your ad strategy to how you can use retargeting campaigns on TikTok.