In 2024, at least 71% of TikTok Shop users bought something after seeing shoppable video content in their feed.
58% of TikTok users used the platform to find the products they wanted and potential vendors, while more than half (55%) impulse purchased from their feed.
Our point?
TikTok Shop is a powerful marketing tool that can offer your business a vast pool of potential customers if you know how to use it.
So, how do you integrate TikTok into your marketing strategy to create shoppable videos that improve your brand visibility and drive conversion?
Insense can help.
In this blog, we walk you through creating and optimizing TikTok Shoppable Videos to increase your brand visibility, engage your audience, and increase your sales.
You’ll also discover tips for navigating and leveraging TikTok’s unique features for e-commerce success!
What are TikTok Shoppable Videos?
TikTok Shop first launched in mid-2021, with the first set of trials held in select Asian countries.
By September 2023, it became active in the US, the UK, and many other countries.
Just over one year later, more than 11% of households in the US have purchased on TikTok Shop. The key to this is TikTok Shoppable Videos.
TikTok Shoppable Videos refer to a new and innovative trend of short-form marketing videos business owners use to reach their target audience on TikTok.
These videos are typically very interactive and include product tags or shopping links that users can click to navigate to the online store or product page. In other words, users can buy products directly from TikTok without switching apps.
This seamless integration of e-commerce and social media content has helped marketers achieve more sales and higher ROI as users can easily discover new products and make quick purchases.
Why Use TikTok Shoppable Videos for Your Brand?
TikTok has established itself as a high-growth, high-ROI platform.
Therefore, marketers can leverage TikTok Shoppable Videos to increase their brand visibility and sales numbers.
Here are some reasons every business should consider marketing on TikTok Shop.
- TikTok shoppable videos help you showcase your products authentically and interactively, effectively capturing user attention. By creating visually compelling short-form videos highlighting the features and benefits of your products, Shoppable Videos allow you to create immediate, strong impressions in the minds of your potential customers.
- Shoppable videos on TikTok seamlessly bridge the gap between social media content and e-commerce since users can buy directly from you in-app. Since TikTok allows you to include product tags, shopping tabs, and clickable links in your marketing videos, users can instantly buy from you after watching your video. This increases the chances of conversion on every content, especially for impulse shoppers.
- TikTok shoppable videos encourage easier collaboration with influencers and content creators, improving your reach and brand visibility. If user-generated content (UGC) is a major part of your marketing strategy (and it should be), you can easily partner with popular TikTok creators to tap into their diverse audiences and create more buzz around your products.
- Shoppable videos on TikTok enable you to tap into one of the largest pools of potential customers. With over 1 billion active users globally, TikTok is easily one of the world's most popular social media platforms. By creating shoppable videos that your target audience can relate to, you can tap into TikTok’s massive user base to increase your customers and boost sales.
Either way you think about it, TikTok Shop's potential for your business is impressive.
However, the quality of your shoppable videos directly impacts how much potential you can harness.
Don't worry—we’ll share some tips on creating effective TikTok shoppable videos later in this article.
How to Set Up TikTok Shoppable Videos
Yes, TikTok Shoppable Videos can be a game-changer for your business.
But before you can leverage this innovative solution, you’ll need to create a TikTok business account and connect your online store to TikTok.
Here’s a quick guide for you.
Create a TikTok Business Account
- First, download the TikTok app and sign up, choosing “Business account” when prompted.
If you already have a personal account, follow the steps below to switch to a business account.
- Click on your profile and tap the three dots in the upper right corner to access the settings menu.
- Tap "Manage Account" and then "Switch to Pro Account."
- Select "Business" as your account type and provide the necessary details. This will typically include your business name, website, and contact information.
Completing these steps provides access to an extensive range of features only available to TikTok business account holders.
For instance, you’ll get advertising options, advanced analytics, and the ability to create Shoppable Videos.
Connect your Online Store to your TikTok Account
After creating your TikTok business account, the next step is providing users with access to your products.
This means connecting your online store to your TikTok account. Here’s how to do it.
- Go to the TikTok Ads Manager and click "Events" under the "Assets" tab. This is where you can integrate your e-commerce with your social media.
- Click "Set up" and select your e-commerce platform. TikTok currently supports Shopify, WooCommerce, and BigCommerce.
- Follow the app's prompts to upload your product catalog. This allows you to showcase your products in your Shoppable Videos.
- Finally, enable the Shopping tab on your TikTok account and connect it to your online store. This way, users can easily purchase products directly from your TikTok videos.
Now, you’re ready to start creating TikTok Shoppable Videos.
Keep reading to discover our tips on creating videos that generate sales and drive business growth.
How to Create a TikTok Shoppable Video
Shoppable videos help you connect with potential customers by turning content into an interactive shopping experience. Here’s a step-by-step guide to creating your shoppable video.
- Capture the content
First, you need to come up with the video you want to use.
You can shoot a new video with TikTok’s built-in camera feature or select an existing one from your phone’s gallery.
You can also edit the video using TikTok’s array of editing features.
A good rule of thumb is to follow ongoing trends. If specific filters or effects are trending, using them can give your video a fresh feel and ensure it resonates with your audience.
- Link your products
Once you’ve filmed or uploaded your video and edited it to your satisfaction, click on “Next” within the app.
This takes you to a video where you can link relevant products. Tap “Add Link” and then select “Product.”
- Pair the product and video
Next, search for a product featured in your video within your product catalog.
You may need to update your catalog if you don't find it. Click “Add More Products” to explore your options in your Product Marketplace, Shopping Cart, Collab Invites, or Purchased Products.
Once you’ve found your desired product, click “Add.”
If you’re linking multiple products in one video—a collection, simply click on “Add link” after each successful pairing to link all the items you want to video.
This way, users can scroll through and purchase a variety of your products through a single video.
- Customize your product name
The product name you’ve linked to your video will typically show at the bottom left side once you publish it.
So, it’s a good idea to include an accurate name or description so that users know what they’re looking at once they see it.
TikTok may also provide AI-powered suggestions to help you optimize your product name. You can review these recommendations to see if they fit better.
- Publish and Engage
Once you’ve confirmed everything is good to go—from your video edit to product link and naming, tap “Post” to publish your Shoppable Video live to the TikTok video.
Don’t forget to include relevant hashtags to improve visibility and discoverability!
Pro Tip: Check out TikTok’s dedicated Shoppable Video tutorial on creating high-performing Shoppable Videos!
Also, always ensure that your content aligns with TikTok Shop policies to avoid product link removal.
TikTok Shoppable Videos: Best Practices
Yes, sometimes videos go viral on TikTok for inexplicable reasons.
But you can’t sit around hoping this happens to your brand video content.
Instead, there are strategies you can leverage to achieve high-performing videos consistently.
Here are some best practices you should consider applying when creating TikTok Shoppable Videos for your e-commerce.
Use TikTok's Editing Features
TikTok offers users extensive editing effects and features for creating posts. It is always a good idea to take advantage of these features.
TikTok’s editing toolkit can help you elevate the quality of your Shoppable Videos, making them more interactive and visually appealing to your audience.
This increases the chances of users engaging with your video and buying from your brand.
So, take the time to learn the platform's various tools and features, from filters and transitions to video effects and text overlays.
Popular TikTok effects and trending sounds elevate your videos' visual appeal and ensure they resonate with the TikTok community.
This improves your overall brand appeal and chances of conversion.
Remember, TikTok Shop is not only about promoting your products.
You also need to provide entertaining content to ensure your posts resonate with your audience.
Create Engaging + Authentic Shoppable Content
TikTok is primarily a social media platform.
Therefore, when promoting your brand with Shoppable Videos, you must ensure that your videos are entertaining enough to capture your audience's attention.
A good rule of thumb to help you create attention-capturing videos is to leverage storytelling.
For instance, if you sell skincare products, one of your Shoppable content could be a video of a person’s daily routine explaining how your products fit into their lives.
Or maybe a before-and-after video.
This type of content highlights your products' impact on customers and helps viewers relate to you as a brand.
Another tactic you can use is creating creative behind-the-scenes footage.
Giving viewers a glimpse into the back end of your product creation or packaging can create a sense of exclusivity and build excitement around your brand. It can also make you feel more real and personal.
Remember, the more authentic and relatable your TikTok Shoppable Videos are, the higher the chances of engagement and sales.
TikTok challenges and skits are also popular on TikTok and can be a great way to showcase your products engagingly.
Generally, the most effective Shoppable Videos align with TikTok’s short, casual, snappy, and authentic style.
Therefore, creating videos your audience can relate to is key to generating high engagement.
That said, don’t be afraid to experiment with unique video ideas and formats.
Putting a different spin on popular trends can be a great hit.
Collaborate with Influencers + Content Creators
Another effective way to boost brand visibility and enhance product credibility is collaborating with influencers and content creators with loyal followers.
Influencers bring authenticity and trust to your brand, as their followers value their opinions and content.
By integrating your products into their unique style and storytelling, you can reach a broader audience in an organic and engaging way.
Naturally, you’ll need to choose creators who align with your brand values and have an audience that matches your target customer demographic.
Insense can help you here.
Insense is an all-in-one collaborative platform that helps you partner with top creators on TikTok and Instagram to generate UGC and organic influencer posting for your brand.
With this solution, you get a trusted partner to source qualified creators for campaign management, payments, and more.
Here are some of the features Insense offers you.
- Creator Marketplace: Insense gives you access to a vast collection of over 20,000 vetted creators, from which you can pick the influencers that most align with your brand values, product niche, and budget.
- Creator Brief: Insense also provides a standardized campaign brief template to ensure you communicate all the important details about your marketing campaign with the creators. Based on this template, we shortlist the most relevant creators, and you decide who to work with.
- Direct Chat: The Insense platform also helps you manage seamless communications with your creators via the Direct Chat feature. From one central point, you interact with all your creators, clarify details, give feedback, and receive your deliverables.
Influencers excel at showcasing products in a relatable, aspirational, or entertaining manner, and Insense makes it easy to collaborate with these creators for maximum productivity.
How to Measure the Effectiveness of TikTok Shoppable Videos?
Creating and posting your TikTok Shoppable Videos is the first step to a successful marketing campaign.
The next step is measuring their performance so you can refine your strategy if necessary and ensure maximum ROI.
How can you tell how effective your Shoppable Videos are?
- Track your engagement metrics: Monitoring your TikTok engagement metrics, such as views, comments, likes, follows, and shares, can give you crucial insight into the performance of your Shoppable Videos. By regularly reviewing these metrics, you gain an understanding of the overall performance of your content.
- Analyze your conversion rates and sale numbers: Beyond engagement metrics, the amount of sales you get from each video content directly tells you how effective that content is. You can leverage your e-commerce platform analytics to measure the sales attribute to each Shoppable Video.
- Leverage Insense analytics: In addition to helping you collaborate seamlessly with TikTok creators, Insense also provides you with advanced analytics on influencer performance and the success of your campaign.
With Insense Analytics, you can get real-time insights into your content reach statistics, campaign spending, and sales generated, helping you understand how well your Shoppable Videos are performing.
Consistently tracking your TikTok Shoppable videos helps you identify what’s working and what isn’t to fine-tune your strategy and ensure your content generates impactful results for your business.
Insense Supports TikTok Shoppable Videos
Insense helps you map out a seamless process for creating TikTok shoppable videos that drive results.
You can connect with creators who align with your brand vision, ensuring authentic and impactful storytelling that drives conversions.
Also, you gain access to a network of talented influencers and content creators, ensuring you get high-quality and engaging videos that resonate with your target audience.
In addition, Insense’s built-in tools—from its creator marketplace and creative briefs to campaign management and performance tracking—help you control your strategy and save resources.
Book a demo with us today to explore how Insense can empower your TikTok Shop marketing strategy.
