Turning likes into sales: Influencer marketing on TikTok Shop

TikTok Shop has become a game-changer for e-commerce brands by offering a seamless integration of shopping features directly within the app

What is a TikTok Shop?

TikTok Shop allows brands and influencers to sell products through in-feed video content, providing a more dynamic experience for users. Influencers can create engaging videos highlighting specific products within their content, eliminating the need for users to comment asking, “where’s the top from?”. The ability to sell products without users having to leave the platform has redefined the shopping experience, making it more efficient and user-friendly. 

Three ways to shop on TikTok Shop

TikTok Shop provides three ways for users to engage in shopping directly within the app, all of which are beneficial for brands utilising influencer marketing.

1. Live Shopping

TikTok’s live feature has gained immense popularity over the past few years enabling real-time interactions with followers. With live shopping, influencers can create real-time sales connections with users making it a powerful tool. 

Influencers can leverage live sessions to showcase products, answer questions, and provide exclusive promotions. The interactive nature of live shopping creates a sense of urgency and excitement, promoting users to make impulsive buying decisions. 

Interacting with audiences in real-time is one way for influencers to engage and build a relationship with their followers. On a livestream, they can share dynamic links to products and services and also demo how to apply or operate a product, increasing their trustworthiness and chances of sales.

2. Shoppable videos 

As one of the most popular methods of TikTok Shop, Shoppable videos involve integrating product placements within engaging content. Influencers can creatively feature products into their videos, offering an exciting shopping experience. The ease of clicking on a  product within the video and making a purchase streamlines the buying process, transforming casual viewers into potential customers! 

By using the TikTok Shop product integration and adding shoppable links and tags within content, you can lead your audience directly to the product page for a seamless shopping experience. This is most beneficial for brands and influencers promoting specific products or sale promotions to encourage followers to interact with the video, explore showcased items, and make quick purchases effortlessly – all within the TikTok app. 

Lately, Free Soul’s mango-infused FS-greens have gained popularity on TikTok, becoming a viral sensation. Taking the opportunity, Free Soul collaborated with influencers such as @maynardanna to boost the product’s credibility, encouraging users to buy it. Additionally, they offered a 20% discount to app users purchasing their FS-Greens, making it more enticing for users to make a purchase.

3. Product showcase

Product Showcase influencers to create a dedicated storefront within their profiles. This is a separate tab within an influencer’s profile (similar to Amazon storefront), uploading and linking the products they use to their profile. The feature provides a centralised space where influencers can display their sponsored products, making it easier for followers to explore and purchase items. 

Benefits of TikTok Shop

1. TikTok as a search engine

User’s attention span has rapidly decreased over the last few years due to wanting information as quickly as possible, and wanting it without having to scroll through pages of information and ads.

TikTok is where people are actively searching for information. More users are turning to TikTok search engines for honest product reviews. This is a golden opportunity for brands to team up with influencers to make the most of it. Most of the time, people follow influencers for their authenticity; now with TikTok search engine gaining traction, eCommerce brands can partner with these reliable influencers and use TikTok’s shoppable features to improve their conversions.  

2. Increased trust and credibility 

Influencers often have established relationships and trust with their followers. When an influencer endorses a product or showcases it on TikTok, it adds that extra layer of credibility to the brand. Users are more likely to trust their recommendations from that influencer leading to increased confidence in making a direct purchase from TikTok Shop. 

3. Seamless shopping experience 

TikTok Shop streamlines the shopping process by allowing users to make purchases directly within the app. This seamless integration makes it easier for users to transition from liking or discovering a product to completing a purchase. The convenience of in-app shopping enhances the overall user experience. 

Embracing TikTok Shop

By embracing TikTok Shop’s features, eCommerce brands gain another avenue to generate revenue through influencer collaborations. The simplicity of the shopping process, coupled with increased accessibility to products, makes it easier for brands to convert likes into actual sales.

In conclusion, TikTok has not only redefined the way users engage with products, but also revolutionised the eCommerce landscape. Influencers are turning likes into sales by creating an interactive and seamless shopping experience. As brands continue to tap into the potential of influencer marketing on TikTok, the platform is set to play a significant role in the future of eCommerce.

If you’re looking to tap into influencer marketing on TikTok Shop but not sure how effective this will be for your brand, get in touch with matt@dyzio.co or click below and we can talk through how Shopfluence by Dyzio can help you get started!