TikTok gained popularity very soon after it was released. In starting people used it as a platform to entertain and get entertained, but now it is not limited to this extent. TikTok has become a marketing channel as well. It is a noisy platform with millions of users who share posts daily, and brands do this to reach out to their consumers. From partnerships with content creators to sending them free products to promoting, every brand needs to take care of each step before considering scaling their business. TikTok marketing is an art, but the brands also need to be practical.
Before doing any experiment to grow the eCommerce business, one should avoid the following mistakes to keep their consumers involved:
- Lack of engagement in the content: Posting content on TikTok is the first step of the competition of promoting your brand but keeping audiences engaged with it is another. User-generated content works better than most generic advertisements. To convert the users of TikTok into potential consumers, the brands should post entertaining content with a unique idea that grabs consumers’ attention more than the content made by your competitor brands. Also, it will be awesome for the business if the brand will interact with the comments it receives by maintaining the brand’s tone of voice.
- Not providing authentic content: TikTok is a place where the brands come to interact with its consumers, to tell them what the brand is and what it is about, and for whom. Using this channel as a promotional platform for your brand is easy while providing authentic content to the application’s users builds deep relationships between the brand and its followers. There is no doubt that brands will spend more on consumer relationships than on any other marketing strategy in the upcoming years.
- Easily guessable hooks of the video: The starting few seconds of the TikTok video are crucial. If the video fails to catch the user’s attention, they will scroll up the video, no matter how good production is done by the brand. Figuring out hooks that can stop your target audience’s scrolling is highly beneficial for the brand. One can get inspiration from the top-performing videos of their niche.
For instance, if you are a DTC self-care brand, you can find videos of brands similar to your brand doing scrubbing, ASMR skincare, celebrity self-care secrets, etc. By creatively imitating these hooks with your branded content, you can make interesting videos that people will watch and not scroll through.
