In this episode of the Ecwid Ecommerce Show, our podcast hosts Jesse and Rich talk to Ash Krishnaswamy, the founder of Forge. Forge is an agency that works exclusively with
TikTok vs. Paid Ads
Traditionally, a lot of
Instead, Ash advises using TikTok. You can educate potential consumers on your business and promote your products with virtually zero followers.
Your videos should highlight the value propositions of your company (aka why a consumer should buy your product or use your service). Through TikTok, you can communicate your product quality, company ambitions, and other relevant information. Create videos that are relevant to different target audiences to see what content is most relatable to your potential customers. You can use TikTok to test (for free!) what kind of content works best for converting viewers into customers.
Training the TikTok Algorithm
When you first get on the platform, you must signal to TikTok that you are an account that makes content around a specific category. To do that, you want to use hashtags distinct to your kind of product. If you do not use precise hashtags, TikTok may accidentally show your specialized content to people who are not your target audience. Then your content will not perform well.
For example, let’s say you run a candle brand. Before even making a video, search hashtags that include the keywords scents, candles, and small business. Start interacting with all of those videos. Follow some of the big creators in that space. TikTok will know that you have some interest in that realm of videos. There’s a good chance that when you start to create videos, TikTok will show them to people who are viewing similar content.
Authenticity on TikTok
A hesitation that a lot of brands and brand owners have is that they are not good on camera or that it’s too much work to create TikTok videos. If you haven’t spent much time on the platform, spend your first week just browsing the content. Get a sense of what native content feels like on TikTok.
Then start making videos. The content that works really well is raw and unpolished. Don’t place too much pressure on the type of content you create, but be authentic. Why did you start this business? Make a little story about it. Show a day in your life, running your brand. There are all kinds of basic content ideas where you’re just documenting your experience running your business.
Personal vs. Business Profiles on TikTok
There are many pros and cons to consider when choosing between a business or personal TikTok profile for your online company, and you should be careful when making that kind of decision.
The upside of having a business account is that you receive detailed analytics on how your business is performing. TikTok will tell you who your customers are, when they’re active, view counts on the videos that you have, the number of followers over time, and so on. Data is very important for the success of a business, and TikTok already provides that through the business profile.
However, personal profiles have more creative leniency. For example, a big part of the success on TikTok is the use of sound bites in videos. Trending sounds can be key to your video’s success, and you get the benefit of using trending sounds and memes with a personal account. Unfortunately, with a business account, a lot of those sounds have copyright restrictions and are
How Often You Should Post on TikTok
TikTok really rewards consistency. If you post videos every day, and you get a thousand views on each video, that’s a better account to have than an account that maybe gets a hundred thousand views on videos posted only every four weeks. What the platform really wants is an account that creates engaging content regularly.
There are products that become viral organically, but how do you make a
Another strategy when dealing with
Another effective strategy is influencer gifting. A gift to an influencer can result in hundreds of thousands of views and audience engagement. You can then use the influencer’s content to create your own ads.
So there you have it! A short summary of our podcast episode with Ash Krishnaswamy on how to grow your
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