Build and Scale Your Ecommerce Business With TikTok Marketing

TikTok has changed how we share, discover and watch content online. Unlike other social media platforms, it thrives on authentic, unpolished moments that connect with viewers. From dance challenges to life hacks, the app offers quick entertainment that keeps people returning for more.

The numbers tell the storey: TikTok's influence is apparent, with over four billion downloads worldwide and US adults spending nearly an hour daily on the platform. Its reach extends across 160 countries, making it a powerful tool for reaching diverse audiences worldwide.

While other platforms push perfectly edited content, TikTok embraces real, unfiltered moments. This shift toward authenticity has sparked a cultural change in social media, where being genuine matters more than being perfect.

What is TikTok?

TikTok is a social media platform that allows users to create, watch and share short videos for up to three minutes, adding music, effects and text to make their content unique — from sports highlights to lip-sync battles to memes.

The app's interactive features, such as "duets" and "stitches," allow creators to respond to each other's videos, building vibrant communities around shared interests and trending hashtags.

As a platform that revolves around entertainment, it's no surprise that engagement rates are high compared to platforms like X and Facebook. Globally, users spend 4.43 billion minutes watching TikTok videos daily.

But TikTok isn't just about funny memes and lip-sync videos; it has emerged as the world's most dynamic digital discovery engine.

The platform now boasts 2.2 billion monthly visitors worldwide, making it valuable for businesses targeting Gen Z and early Millennials — young adults aged 18–34.

Through partnerships like BigCommerce's TikTok for Business, companies in several countries can easily integrate with this dynamic marketplace with one click, opening new opportunities for creative marketing and customer engagement.

Build a TikTok Marketing Strategy

Creators and influencers are rewriting the rules of social commerce, outpacing even giants like Apple and Nike.

In fact, excluding Facebook, over six in ten US social shoppers have bought something because of creator content, with TikTok a powerful force in that surge.

Social commerce isn't just a trend; it's a fundamental shift in how consumers discover and purchase products. TikTok's unique algorithm, favouring fresh content and creators, presents a massive opportunity for brands to connect with a highly engaged audience.

Using varied content types as a springboard, marketers are finding unique ways to promote products for everything from perfumes to household cleaners.

Unlike other platforms, TikTok offers unparalleled reach and a level playing field for businesses of all sizes.

This guide will show you how to use TikTok's features — from viral trends to diverse content formats — to build a winning marketing strategy and drive measurable results.

Brand your TikTok account.

Let's transform your TikTok profile into a powerful business tool that connects with your audience.

Your username is your digital identity. Choose one that matches across all platforms so customers can easily find you. For example, if your brand is "Sweet Dreams Bakery" on Facebook, use @sweetdreamsbakery or @sweetdreams on TikTok. Keeping it simple and on-brand increases credibility.

Your profile picture needs to work hard. A professional logo that's visible even as a thumbnail helps people recognise your content instantly in their feed. Consistency here matters — use the same image across all your social and professional channels.

Your bio is your elevator pitch. In 80 characters, share what problem you solve and how to reach you. For example, "Fresh-baked happiness delivered | NYC | Order now" tells your storey quickly.

Links are your conversion tool. Create a dedicated landing page for TikTok traffic or use a link management tool to share multiple destinations. Track these visits to understand what content drives action.

Strong branding isn't just about looks — it's about building recognition and trust. When your profile consistently reflects your professional identity, potential customers are more likely to engage with your content and seek your products or services.

Review your profile monthly alongside your business goals. Your TikTok presence should evolve as your business grows.

Research and define your audience.

Finding your audience on TikTok starts with understanding who's most likely to connect with your business. While TikTok was initially popular with teens, it's now attracting young adults and early career professionals aged 25–34 (35%) and inching its way into the 35–44-year-old Gen X-er (19%).

Before creating content, consider your current customers and who brings the most value. Start with these key questions:

1. Which age groups need your product/service?

2. Where are they located?

3. What motivates their purchasing decisions?

4. What interests connect to your brand?

Hashtags offer important quantitative research, too. Search for terms related to your industry and watch the top-performing videos. Notice what topics get the most engagement and how other businesses present their message.

Remember that TikTok users appreciate genuine content. Focus on showing your expertise and personality rather than pushing sales messages. When you understand your audience, you can create content that naturally draws them to your business.

To measure if you're reaching the right people, focus on these KPIs:

1. Are viewers commenting and sharing?

2. Are users viewing your profile page?

3. Do profile visits lead to website clicks?

4. Is your content getting saved for later?

Test different approaches, track what works, and adjust as needed. TikTok trends move quickly, but solid audience understanding helps you stay relevant.

Perform a competitive audit.

Understanding what your competitors are doing on TikTok reveals opportunities for your business. Start by watching content from companies offering similar products, those targeting your audience, and industry leaders who set trends.

When studying their TikTok presence, focus on how they present their message. Notice their posting schedule, video style, and interaction with viewers. Pay attention to which music they choose and how they write captions. Their approach to comments tells you a lot about their relationship with customers.

Look at their results, too. Compare view counts to follower numbers to see if their content connects with viewers. High-quality comments and shares indicate strong audience engagement. Notice which videos drive people to visit their profile or website.

The real value comes from identifying what is missing. Are there customer questions you can answer? Topics everyone avoids? Services no one promotes well? These gaps are your opportunities.

Create a simple tracking system — a spreadsheet works well. Record which types of videos perform well, the day and time when you posted them, and what topics seemed to resonate with your audience. This data helps you spot patterns and opportunities.

Don't just copy what works for others. Use these insights to develop content that fills market gaps while showcasing your unique business strengths. Check your competitors monthly since TikTok trends change quickly.

Set goals that align with your business.

Setting clear goals for your TikTok strategy helps measure success and adjust your approach when needed.

Start with your primary business objective. For example,

1. Are you looking to build brand awareness? Prioritise reach and engagement metrics.

2. Do you want to increase sales? Focus on conversion-based goals.

Setting S.M.A.R.T. goals — specific, measurable, attainable, relevant and time-bound — enables you to focus on the tasks that will most significantly improve your bottom line.

Here's how a S.M.A.R.T. business objective might read: Achieve a 6% engagement rate by posting four trending audio videos weekly for the next three months.

Broken down, it reads like this:

Specific: Increase TikTok engagement rate through trending audio content.

Measurable: Target 6% engagement rate (likes + comments + shares / total views).

Achievable: Post 4 videos weekly using current trending sounds.

Relevant: Higher engagement increases reach and brand visibility.

Time-bound: Achieve this goal within three months (by March 9, 2025).

Refined S.M.A.R.T. Goal: Increase TikTok engagement rate to 6% by March 9, 2025, by posting four weekly videos using trending audio, measured through the platform's analytics dashboard.

Remember: TikTok favors authentic, entertaining content. Set goals that encourage creativity while meeting business needs. Start small, test different approaches, and scale what works.

Develop a TikTok content strategy.

Creating engaging TikTok content requires understanding how viewers interact with the platform. People browse TikTok seeking entertainment, knowledge and community connections. To begin exploring your target audience, spend time on the For You page, noting which content makes viewers pause their scroll.

Successful content planning involves multiple approaches to highlighting business expertise. For example, your Monday posts might feature quick industry tips, while your Wednesday content could adapt trending cake toppings with unique twists. Behind-the-scenes glimpses of a wedding cake assembly work well for Friday uploads. This varied approach helps you identify what resonates with your audience.

TikTok's algorithm favors videos that keep people watching until the end. Focus on creating natural content that speaks to what your viewers care about. Building on the baking example above, instead of just showing your products, you could share baking fails, quick decorating tips, or even respond to customer questions with helpful advice.

Musical elements significantly impact TikTok's performance. Trending audio can substantially expand reach, provided it aligns with your message. Selective use of popular sounds matters more than jumping on every audio trend — choose tracks that match your brand personality.

As we've mentioned, authenticity drives engagement on this platform. Polished productions often generate less interest than genuine, unscripted moments. Businesses showcasing honest interactions and spontaneous experiences tend to build stronger connections with viewers.

Monitor metrics carefully to refine your strategy. Track engagement through likes, comments and sharing patterns. Also, notice how long people watch your videos. Use these insights to make more of what your audience enjoys, but keep testing new approaches to keep your content fresh and engaging.

It's better to post consistently at a pace you can maintain than to burn out trying to post multiple times daily. Start with two to three videos a week, find your groove, and adjust based on what you learn about your audience.

Post regularly and schedule your posts.

Showing up regularly on TikTok matters more than creating the perfect video. When your audience knows they can count on you for fresh content, they're more likely to follow and engage with your brand.

TikTok's scheduling feature makes consistent posting much more manageable. Instead of scrambling to post content daily, you can set aside a few hours each week to plan and schedule your videos. This approach helps maintain quality while reaching viewers when they're most active.

Here's a practical weekly schedule that works well for most businesses:

Monday: 9 a.m. and 3 p.m.

Tuesday: 7 a.m. and 4 p.m.

Wednesday: 10 a.m. and 5 p.m.

Thursday: 8 a.m. and 2 p.m.

Friday: 11 a.m. and 6 p.m.

Weekend: One post per day at noon.

To find your best posting times, check your TikTok analytics to see when your followers are most active. Start with this schedule, then adjust based on your data after a few weeks.

Remember that rushing to create content often leads to lower-quality videos. By scheduling posts ahead of time, you can focus on crafting engaging messages rather than hurrying to meet daily deadlines.

The real power of scheduling comes from matching your content with peak viewing times. Your followers might be most active during lunch breaks or evening hours — scheduling ensures your videos appear precisely when they're scrolling.

Track which scheduled times perform best, and slowly fine-tune your approach. Success on TikTok isn't about posting constantly — it's about showing up reliably when your audience is ready to watch.

Track performance through TikTok analytics.

TikTok's built-in analytics dashboard provides valuable data about your account's performance. Once you switch to a Business or Creator account, you can access these insights by navigating to your profile settings and tapping " Analytics."

The primary metrics fall into three key areas:

Content performance

Your video views tell an essential storey. Look beyond total views to understand how long people watch your content — this helps gauge whether your videos keep attention. The completion rate matters because TikTok's algorithm favors videos that viewers finish watching. Viewers engaging through likes, comments and shares signal that your content resonates with them.

Audience insights

Track follower growth patterns to spot which content drives new followers. The analytics show when your audience is most active, helping you post at optimal times. Understanding viewer demographics like age, location and interests enables you to create more targeted content.

Account overview

Your profile visits and video watch time depict overall account health. Rising numbers typically indicate growing brand awareness, while declining metrics might signal a need to refresh your content strategy.

Several third-party tools can supplement TikTok's native analytics:

1. Pixlee TurnTo provides a detailed competitor analysis.

2. Iconosquare offers cross-platform social media metrics.

3. Analisa.io specialises in influencer analytics.

Focus on trends rather than absolute numbers. A steady increase in engagement often matters more than hitting specific view counts. Watch how different content types perform to guide future video creation.

Metrics give you only part of the picture. Consider these numbers alongside your business goals and audience feedback to develop a complete understanding of your TikTok performance.

Experiment and refine.

Testing different approaches on TikTok helps you understand what truly works for your business. Think of it like trying different recipes — experimentation guides you to the perfect combination of ingredients.

Start by creating pairs of similar videos with one key difference. Your first A/B test could mean testing the same message with different music, varying video lengths, or changing when you post. For example, you might share the same product demonstration at 8 a.m. and 8 p.m. to see which time gets better engagement.

Tracking results requires patience and careful note-taking. Keep a simple spreadsheet recording each variation's views, likes, shares and comments. After running several tests, clear patterns often emerge, showing what your audience prefers.

Pay attention to how people respond in comments. Sometimes, the most valuable insights come from what viewers say rather than just looking at numbers. When you notice certain types of content getting more genuine reactions, make more videos in that style.

Staying current with trends doesn't mean copying everyone else. Instead, look for creative ways to blend popular formats with your unique business perspective. A trending kitchen congo line could become a fun way to showcase your workplace culture or demonstrate how your product works.

Remember that TikTok's audience can shift quickly. What works today might not work next month, so keep testing new ideas regularly. Mix successful formats with fresh experiments to balance reliable performance and discover new opportunities.

The most successful TikTok strategies evolve naturally based on authentic feedback. Listen to your audience, try new approaches, and adjust your content based on the data. This ongoing cycle of testing and refinement helps your TikTok presence grow alongside your business goals.

How to sell on TikTok

Now that you've identified your ideal audience and developed a content framework to promote your brand, we want to show you how to increase visibility and start generating sales step by step.

We've provided a free app that integrates with your storefront. The app allows you to tap into this highly engaged audience and benefit from TikTok's vast reach. By syncing your BigCommerce catalogue to TikTok, you can create rich, dynamic ads that showcase relevant ads to interested users. 

Once you've connected your online store, you can also sell on TikTok Shop, which allows TikTok users to shop and purchase natively within the app using our feed management tool.

These tools will get you started on your path to success. The eight steps outlined below will solidify your TikTok sales strategy and help you maximise your return on investment.

1. Create your account.

First, download the TikTok app, create an account and familiarise yourself with it. If you already have a personal account, you'll likely want to create a separate one for your business. You can switch between multiple accounts with the same login information.

Next, you'll need to create a username for your page. As mentioned above, pick a username that matches your brand name across other platforms.

Finally, add a profile picture and a bio with a punchy description of your brand. Connect to your Instagram and YouTube accounts for easy navigation between channels.

2. Switch your account to a "Business" account.

Starting on TikTok automatically gives you a Personal account. Switching to Business unlocks valuable features that help you grow your brand and measure success through data.

Most people use personal accounts on TikTok. This type of account is a good choice for general users, content creators and public figures.

TikTok is, first and foremost, for creatives. They even provide creator tools to help you (and your viewers) get the most out of your online experience. Individuals can monetise their creative efforts by connecting with brands through the TikTok Creator Marketplace.

Organisations benefit more from a TikTok Business account, which offers in-depth performance tracking of your content. This setup reveals which videos engage viewers and which fall flat. Business profiles also allow external links to your website or store and contact details that customers may want.

Understanding these differences helps you choose the right account type based on your goals. Personal accounts work for individual expression, while Business accounts deliver the insights needed to build a compelling presence.

3. Create content.

TikTok welcomes authentic content that captures viewers instantly. Unlike Instagram's polished aesthetic, natural and spontaneous videos often perform better on this platform.

Feeling stuck? Browse your For You page to spark ideas. Grab paper and write down everything that comes to mind — even less promising concepts might lead to brilliant ones.

Successful TikTok content speaks naturally to viewers rather than pushing sales messages. People scroll past blatant advertisements but stop for genuine, engaging content. Videos that make viewers watch repeatedly and share with friends tend to receive broader exposure through TikTok's algorithm.

Even though the goal is to promote your product and drive sales, try not to sound too salesy. TikTok users can see right through this and will likely scroll past your video.

Dynamic elements like trending audio clips or quick tutorials can transform dull content into memorable moments. Though videos can last three minutes, shorter clips often prove more effective at holding attention.

Consider these winning approaches:

• Show a holiday gift unboxing.

• Share workplace moments like a team night out.

• Create a quick how-to for must-have kitchen gadgets.

TikTok's built-in editing features help enhance videos without requiring professional skills. Experiment with transitions, filters and music to develop your unique style. Remember that simple, clear visuals typically outperform complex productions.

Do you still need some creative inspiration? Check out the TikTok for Business Inspiration Centre.

4. Engage with your audience.

The whole point of a social media app is to be social.

Engage meaningfully by responding to comments, joining viral challenges, and hosting live sessions. Pay attention to feedback beneath your videos — it reveals what content your viewers want next. When you respond thoughtfully, followers become loyal community members who trust your brand. Remember, every comment presents an opportunity to deepen connections and showcase your brand's personality.

5. Utilise influencer marketing.

If you've ever scrolled through Instagram or YouTube, you're likely already familiar with influencer marketing.

Influencers, especially those who genuinely match your company's values and style, can help you reach new customers and dramatically grow your brand awareness. Their authentic voices help build credibility with followers who trust their recommendations.

Research their content quality and audience demographics before reaching out. Engagement rates often matter more than follower counts.

Structure your partnerships thoughtfully. Consider offering products for honest reviews, creating special discount codes, or setting up commission-based programs where partners earn a percentage of sales. Written agreements should outline expectations and compensation details upfront.

Track campaign performance using engagement metrics, website traffic and conversion data. This information helps determine the return on investment and guides future collaboration decisions.

Stay flexible and adjust your approach based on what works. Strong partnerships often grow naturally over time when both sides communicate openly and focus on creating value for their audiences.

Considering that nearly half of all consumers (49%) make purchases once a month because of influencer posts, this is one marketing tactic you want to include in your TikTok strategy.

6. Promote user-generated content (UGC).

There's a reason "TikTok Made Me Buy It" is practically a household phrase.

When customers share videos featuring products, magic happens. A single authentic review can spread rapidly across platforms, creating waves of genuine interest. Savvy marketers tap into this by launching creative challenges that inspire people to showcase their experiences.

Turning shared content into powerful promotion starts with making it fun to participate. Launch a unique hashtag campaign or run exciting giveaways that motivate customers to film themselves enjoying your products. Then, prominently feature these authentic storeys on your channels.

This approach naturally builds trust. When potential buyers see real people enjoying your offerings, they're more likely to make purchases themselves. Plus, highlighting customer content shows you value their voice, helping create a stronger community around your brand.

Keep the focus on authentic experiences rather than polished perfection. The most compelling content often comes from everyday customers simply sharing their honest thoughts and creative ways of using your products.

7. Explore other selling options on TikTok.

In addition to organic and user-generated content, businesses can use TikTok's commerce features, such as TikTok Shop, shoppable videos and live streaming.

TikTok Shop adds a shop tab to brand profiles, displaying products with prices, descriptions and buy buttons. Users purchase without leaving the app, reducing friction in the buying process.

Shoppable videos enable tagging products that appear in content. When viewers tap tagged items, product details pop up instantly. Brands like Kylie Cosmetics use this to showcase makeup looks with direct purchase links.

Live shopping streams combine entertainment with real-time selling. Sellers demonstrate products, answer questions and offer exclusive deals while viewers buy through the stream. One small beauty brand smashed its projections, earning $100,000 (five times what they expected) after an eight-hour livestream turned out to be a hit. 

Keeping your audience engaged is the key to driving direct sales. You can now leverage TikTok's generative AI tools for marketers. Business users can create video clips within the Symphony Creative Studio without being a pro editor.

8. Take advantage of the TikTok seller centre.

The TikTok Business Learning Centre serves as your strategic compass for digital success. This knowledge hub equips merchants with powerful advertising templates, expert-led training sessions, and real-world success storeys from thriving brands.

Beyond educational resources, it provides essential tracking tools like TikTok Pixel, enabling precise measurement of customer engagement and campaign results. The platform's comprehensive tutorials help businesses master new features, while practical case studies reveal winning approaches to audience connection.

Regular updates ensure your marketing tactics stay fresh and compelling in TikTok's dynamic environment. Innovative entrepreneurs tap into these tools to refine strategies and boost campaign performance.

Types of Ads on TikTok

TikTok's advertising landscape stands out in social media, offering businesses unique ways to reach viewers who spend hours scrolling through their feeds.

What makes its ad types particularly powerful is how they tap into TikTok's distinct culture of creativity and authenticity. Rather than interrupting the user experience, successful ads become part of the conversation, inspiring engagement through genuine connections.

Businesses that embrace the platform's playful spirit see better results than traditional marketing approaches. Companies can discover which strategies resonate most effectively with their target audience by testing different ad formats and studying viewer responses.

Let's dive in.

1. In-feed native video.

Native video ads on TikTok blend naturally with surrounding content, appearing between regular posts during scrolling sessions. Creating authentic-looking content helps viewers connect with your message rather than immediately swiping away.

Quick, punchy videos under 15 seconds typically perform best. Longer content risks losing viewer attention despite TikTok allowing up to 60-second spots. Authentic filming styles using handheld shots or trending transitions make ads feel genuine.

Understanding platform trends is essential for capturing audience interest. Popular music clips, witty captions and relatable moments help advertisements resonate with viewers. Embrace current TikTok features like text overlays, filters and effects that users frequently incorporate into their videos.

The full-screen vertical format maximises impact while staying under the 500MB file size limit. Adding shopping links transforms engaging content into direct sales opportunities, smoothly transitioning viewers from entertainment to purchase.

Track these key performance indicators:

• Engagement metrics, including likes, comments, and shares

• View duration showing content effectiveness

• Click rates measuring audience action

• Total impressions revealing reach

• Conversion data highlighting business impact

2. Brand takeover.

Want to grab attention instantly? Brand takeover ads deliver maximum impact right when users launch their apps. Bold visuals filling the entire screen create immediate recognition. Your message needs to land fast — research shows you have three seconds before users scroll past.

Brands are keen on design, so follow these tips: Use high-contrast colours and dramatic imagery that reflects your brand's personality. Keep text minimal — aim for 5-7 words highlighting your unique value proposition. Motion draws eyes naturally, so consider subtle animation that guides viewers to your call to action.

Testing reveals that simple messages outperform complex ones. Focus on solving one specific customer problem or delivering one clear benefit. Skip industry jargon and speak directly to your audience's needs.

The brand takeover means your brand is the only one users will see on that particular day. When designed thoughtfully, these premium placements drive significant brand awareness and recall.

And if you want to go even further, here's a helpful article from TikTok about optimising your ad campaigns. 

3. Hashtag challenge.

TikTok's hashtag functionality helps users discover content and build communities around shared interests. These tags are powerful tools for businesses to spark conversations and drive engagement.

Creating a hashtag challenge invites followers to post videos performing specific actions or demonstrations while tagging your brand. Launch your challenge by sharing clear instructions, setting a timeframe, and showcasing examples from your team. Successful challenges often tap into current trends or emotions that resonate with your target audience.

Track participation by monitoring tagged content daily. Feature standout submissions on your profile to recognise creativity and maintain momentum. Consider offering rewards like gift cards or exclusive products to motivate more people to participate.

Success comes from making the challenge simple enough for anyone to try yet engaging enough to share. Pick a memorable phrase that connects to your brand message. Explore how other companies use tags like #baking for inspiration but develop something unique to set your brand apart.

When followers see others having fun with your challenge, they're more likely to participate and remember your brand. This natural exposure builds trust and curiosity about your products, turning viewers into potential customers.

4. Branded lenses.

Augmented reality (AR) filters, i.e., branded lenses, are similar to those on Snapchat and Instagram. These digital overlays, which transform photos and videos with branded elements, encourage people to experiment and share their creations across social platforms.

When users apply these filters to their content, they naturally spread your brand message through authentic, entertaining posts. Consider launching a challenge inviting customers to showcase their filtered content using your hashtag. This approach turns casual viewers into active participants while expanding your reach through their social networks.

The beauty of lenses lies in their simplicity — they're less resource-intensive than traditional video ads yet deliver strong engagement. By tapping into people's love for creative expression, these tools generate valuable user content that feels genuine, not promotional.

5. TopView ads.

TopView ads appear when users first open TikTok. They command immediate attention through full-screen videos that play automatically. These premium placements guarantee maximum visibility during the crucial first moments of app engagement.

Storytelling thrives in this format because viewers encounter your message without distractions. The immersive screen space lets brands craft compelling narratives through sound and motion, making complex messages digestible and memorable.

To maximise impact, start with attention-grabbing visuals in the first second. Clear headlines should complement your imagery, not compete with it. Direct viewers toward specific actions while interest peaks, such as downloading an app, visiting a website, or exploring products.

Success metrics show that TopView ads typically achieve higher engagement than standard formats. Active users watch these videos longer, leading to stronger brand recall and click-through rates.

Consider production quality carefully — smartphone footage rarely meets the mark here. Professional video assets ensure your brand makes the most of this prime real estate. Remember, you're competing with TikTok's best creators for viewer attention.

Although the investment is higher than basic ad options, the unmatched visibility often justifies the costs for major campaign launches or brand moments that demand attention.

6. TikTok ecommerce ads.

TikTok ecommerce ads transform your product catalogue into engaging video content that lets users shop while scrolling. These ads appear naturally in users' feeds, featuring products that match their interests and past behaviors.

Dynamic product ads automatically create personalised video content from your inventory, showing viewers different items based on what they've previously viewed or purchased. For example, imagine a clothing store's catalogue coming alive through short clips, each tailored to match a specific shopper's style preferences.

Shoppable videos enable immediate purchasing without platform switches. Viewers tap featured products and complete transactions directly within TikTok, creating a smooth path from discovery to sale.

The platform's native-feeling approach drives engagement by presenting products through authentic storytelling rather than traditional advertising. Targeting capabilities help reach audiences when they're most receptive to making purchases.

These ads are particularly effective because they seamlessly integrate into users' viewing experience. Unlike disruptive marketing formats, TikTok shopping ads blend naturally with organic content while maintaining straightforward shopping functionality.

7. Spark ads.

Spark Ads lets businesses promote existing TikTok content through paid distribution. They allow businesses to invest marketing dollars in posts that resonate with viewers.

The real power comes from boosting organic videos that naturally connect with audiences. When you spot a creator's post gaining traction or your content performing well, Spark Ads help expand its reach dramatically.

The platform enables the addition of clickable calls to action to drive website visits, app downloads and sales. By amplifying authentic content rather than traditional ads, brands often see higher engagement rates and better conversion numbers.

Astute marketers target videos showing genuine product use, honest reviews or behind-the-scenes moments. This approach builds trust since viewers encounter relatable content from real people instead of polished commercials.

Remember to secure proper permissions when boosting creator content. The right partnership can transform a viral moment into sustained business growth through strategic paid amplification.

Tips on Creating Content for TikTok

TikTok thrives on authenticity, and genuine content outperforms polished marketing. The platform's algorithm rewards natural interactions, capturing attention through raw, engaging videos.

Success depends on understanding viewer behaviour rather than traditional marketing rules. Your brand needs entertaining clips that spark conversations, inspire sharing, and feel native to TikTok's unique environment.

Let's explore proven tactics for creating material that resonates with audiences and transforms your business presence.

1. Watch your videos from beginning to end.

First impressions make or break your TikTok success. The platform rewards videos watched completely, so grab attention within three seconds using a compelling hook. Keep content around 15 seconds, focusing on one clear message per video.

Study top performers in your niche and create smooth loop transitions that encourage repeat views, boosting performance metrics. Film multiple takes of your opener until it instantly captivates viewers. Within moments, viewers decide whether to stay or scroll.

2. Use trending songs and styles.

TikTok rewards creativity that aligns with current trends. The platform's algorithm favors videos using popular sounds, giving them higher chances of reaching the For You page.

Exploring the Discover tab reveals emerging audio trends and viral formats. Select sounds that complement your message while keeping brand authenticity. Reimagine dance challenges as product showcases, turning popular transitions into brand storytelling.

Learning from successful industry videos sparks fresh ideas. Examine how others adapt trends, then craft unique variations. Build a collection of inspiring sounds in your favorites list.

Monitor performance data to identify which trend adaptations resonate with viewers. Focus on those that naturally fit your expertise and audience expectations.

3. Find unique ways to feature your products.

Nobody opens TikTok hoping to watch sales pitches. People scroll through their feeds, seeking laughter, inspiration, and those captivating moments that make us forget time exists.

Turn your products into supporting characters with engaging storeys viewers want to watch. Rather than displaying items in a showroom style, weave them naturally into relatable scenarios. For example, instead of listing your skincare product benefits, share a cozy evening routine in which your face mask becomes part of a self-care journey that viewers can imagine themselves experiencing.

The magic happens when you blend entertainment with subtle product placement. Create content that solves problems or shares insider knowledge while your items play a natural role in the storey. Film quick transformations, share daily life hacks, or record authentic moments that showcase how your products fit into real situations. Remember to match your music, transitions and overall vibe to the platform's current trend.

4. Livestream to your followers.

TikTok's livestreaming feature transforms passive followers into active participants, creating electric moments of genuine connection through real-time chat, spontaneous Q&A sessions and dynamic product showcase. Artful creators build anticipation by announcing upcoming streams across their social platforms, often sweetening the deal with stream-exclusive perks or flash sales.

Getting started requires 1,000 followers before unlocking the live capability. The setup process flows smoothly — just hit create, select your perfect thumbnail, craft an engaging title, and launch into broadcasting. Beyond fostering community, live streams open exciting revenue possibilities through TikTok's virtual gifting system.

Viewers show appreciation by purchasing Virtual Coins, which they convert into colorful digital gifts during broadcasts. These tokens accumulate into Diamonds in your creator account, ultimately becoming actual earnings you can transfer to your bank. This blend of engagement and monetisation makes livestreaming an essential tool for modern content creators.

5. Add links to your profile.

Transform your TikTok profile into a powerful sales engine by leveraging clickable links in your bio and TikTok Shop integration. Content creators know that directing viewers straight to purchase points reduces friction and boosts conversion rates; whether showcasing products on Amazon, running your ecommerce store, or selling through Walmart Marketplace, strategic link placement helps followers become customers with minimal clicks.

Maximise impact by crafting attention-grabbing calls to action like "Snag these trending items!" or "Unlock member-only savings today!" Pro tip: Design mobile-optimised landing pages that mirror your TikTok aesthetic and personality. Creating this seamless brand experience from video content through checkout significantly increases the likelihood of completing a sale. Remember to rotate links based on your current promotions and trending products to keep your profile fresh and engaging.

How to boost sales on TikTok

Converting TikTok engagement into sales requires a thoughtful strategy beyond collecting likes and shares.

Savvy brands understand that viral moments must translate into revenue — after all, popularity without profit won't sustain a business. The platform's unique advantage lies in its ability to spark authentic connections, drive purchasing decisions through creator partnerships, and generate immediate buying interest via engaging content.

Leveraging TikTok's dynamic shopping features, crafting compelling calls to action, and using trending sounds and formats can transform casual viewers into loyal customers who eagerly support your brand.

Unlock even more success on TikTok with these three bonus tips to boost your income and drive more sales.

1. Engage creators with affiliate programs.

Brands can now leverage direct product pages and affiliate marketing to maximise their reach. These strategic partnerships happen when creators showcase products they love while earning commissions through trackable links. Platforms like TikShop, ShareASale and Impact make managing these partnerships incredibly smooth.

It works like this: Your favourite beauty influencer demonstrates the perfect winged eyeliner using your cosmetics and shares their unique discount code, "GLAM20," in the caption. Behind the scenes, sophisticated tracking tools monitor every purchase made through that specific link. Monthly reporting shows which creators drive the most sales, helping brands optimise their partnerships. Successful collaborations often start with 10-20% commission rates, though premium beauty and lifestyle products might offer higher percentages to attract top talent.

Best of all, these partnerships benefit everyone. Brands tap into engaged audiences who trust their favourite creators' recommendations. Content makers earn passive income while sharing products they genuinely enjoy. Meanwhile, followers discover exciting new items through relatable demonstrations and honest reviews, often with special discounts. This authentic marketing approach creates lasting connections between brands, creators and customers.

2. Explore the TikTok Creator Marketplace to connect with TikTok influencers.

Explore the game-changing world of TikTok Creator Marketplace, your gateway to authentic brand storytelling through carefully selected influencers. This powerful platform acts as a matchmaker, connecting your brand with creators who naturally embody your message and resonate with your target audience. Filtering tools let you narrow potential partners based on metrics like engagement rates, follower demographics and content style.

Making the perfect match starts with defining clear criteria. Consider factors beyond follower count, such as engagement percentages, audience location data and content quality. Successful partnerships emerge when creators naturally align with your brand values and speak your audience's language. The platform provides detailed analytics about each creator's performance history, helping you make data-driven decisions.

Track vital metrics throughout your campaigns to optimise future collaborations. Monitor view counts, engagement patterns and conversion rates to understand which partnerships drive profitable results. The Marketplace's built-in analytics dashboard makes measuring success and refining your influencer strategy simple over time, ensuring every collaboration brings value to your brand storey.

3. Optimise your TikTok advertising product feed.

Let's transform your TikTok product feed into a powerful sales tool. Creating a profitable feed starts with compelling product titles that capture attention and focus on benefits. For example, "Professional Camera Backpack | Weatherproof | 15" Laptop Sleeve," rather than "Camera Backpack."

Beyond compelling titles, quality visuals drive engagement on TikTok. Professional product photography from multiple angles, with consistent lighting and clean backgrounds, helps potential customers make informed decisions. Maintain image quality at a minimum of 1080x1080 pixels to ensure crisp display across devices.

With visuals in place, your product descriptions should pack a punch in 100-150 characters. Focus on key benefits while incorporating trending hashtags and keywords your target audience uses. A well-crafted description might read: "Ideal for professional photographers, this weatherproof backpack features padded gear protection and ergonomic shoulder straps."

Segment products strategically by creating separate feeds to maximise impact across customer groups. Group seasonal items, bestsellers or collections aimed at specific demographics. This targeting precision helps boost engagement rates significantly.

Maintaining accurate inventory is equally crucial — TikTok's API integration tools keep pricing and inventory data fresh. Link your ecommerce platform directly to TikTok Ads Manager for real-time updates to avoid the dreaded "out-of-stock" product notice and potential lost revenue.

Platforms like Feedonomics streamline catalogue management across channels, including automated feed optimisation for TikTok through BigCommerce integrations, to ensure seamless management of these product feeds.

Monitor performance metrics to refine your strategy and ensure your optimisation efforts pay off. Track which products generate engagement and sales, then adjust accordingly.

The final word

Navigating TikTok's ever-changing landscape might initially seem daunting, but success boils down to staying genuine and consistently showing up for your audience. Smart retailers focus on creating authentic connections through regular posts that showcase their unique perspectives.

Remember that viral moments often spring from simple, heartfelt content. So embrace your creative instincts, stay true to your brand voice, and enjoy building meaningful relationships with your community.

FAQs about how to sell on TikTok