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How can e-commerce companies build a brand on TikTok when going global? Detailed strategy analysis
Time： 2024-04-11 11:11 Click：
How to build your own brand on TikTok? How to create a popular TikTok video? How to become famous on TikTok? If you've been wondering any of the above questions, you're not the only one. TikTok needs to be an extension of your existing content strategy, aligned with your brand’s values, key products, and other channels. Whether you have a newsletter, a presence on other social media platforms or a paid media strategy, make sure your branding and messaging is consistent across all of these channels. TikTok serves as an additional touchpoint through which your audience can connect with you and gain value from the content you share.
Of course, the content on TikTok will be executed to match the unique needs and requirements of the platform, but the key is to view it more fully as another element of a consistent marketing strategy. And, like any other content channel, TikTok requires appropriate resources to maintain content consistency and quality. TikTok marketing requires a dedicated content creator (or multiple) who is a true storyteller at heart, is passionate about the brand and its products, and consistently pumps out several videos a day.
The basic ideas are probably these. Now let's take a look at how to start the specific operation:
1. Set clear, measurable goals for your future strategy.
When planning TikTok strategy, we must first clarify what our goals are. Whether we expect TikTok to be a powerful tool for brand exposure, or we hope it will directly drive sales conversions, the key is to ensure that these goals are aligned with the brand's overall strategy. Do we hope to use this platform to enhance product-market fit? Are you looking forward to increasing brand awareness and user stickiness? Or do we want to build and maintain an active community? It is important that we regard TikTok as an important link in the overall marketing layout and think about how it can complement other marketing channels to jointly help us achieve measurable business goals.
2. Understand the TikTok ecosystem in depth
A successful content strategy on TikTok starts with research. Understanding the current market situation, key players and cultural context is crucial. Conduct a competitive analysis, observe competitor performance and community interaction, and look for success stories that align with your brand tone. Pay attention to characteristics such as video editing style, delivery methods, and trending usage to draw inspiration and develop a winning strategy. For example, some brands build communities by sharing authentic, human content, while others leverage specific video formats to reach their target audience. After you identify your competitors and non-competitors, find common ground and try to implement these strategies in your content.
3. Deepen the understanding of the brand’s core values
After gaining insight into the market competition and learning from other players’ success factors, it’s time to look inward to discover and clarify your brand’s core value proposition and unique identity. Remember what we mentioned about the broader, more shared values that brands should unite communities around? Now is the time to develop a deeper understanding of what your brand stands for and the exact benefits it can bring to your consumer base.
You need to accurately position and align the following core points:
Brand origin and story: How was your brand born? What is its original intention and motivation? How do these story elements build an emotional connection with your brand?
Brand mission and philosophy: What is the deeper mission that drives your brand forward? Do you support a social cause or idea that goes beyond commercial interests?
Unique Selling Points and Differentiators: What are the key elements—whether it’s a featured product, innovative feature, or unique approach—that make you unique in the market? Why do consumers choose you over other brands?
Target audience and persona positioning: Who is your brand voice talking to? Whose problem or need do you hope to solve? Who is most likely to become a loyal fan of your brand and get the most value from it?
As a key part of your brand strategy and identity building, you probably already have a clear idea of the answers to these questions. But if not, then please take this opportunity to delve into the core of the brand and make the necessary adjustments and clarifications. This process not only applies to the TikTok platform, but should also provide solid brand support for your content strategies in other channels to ensure the coherence and consistency of your information.
4. Streamline your content positioning strategy
Based on brand pillars, content is classified into macro themes and video creativity is refined. Ensure content is based on brand value, product features and differentiation, and maintain brand consistency. Taking DTC beauty brands as an example, the content can cover product highlights, production stories, educational content, competitor comparisons, etc.; SaaS brands can focus on function introductions, product use cases, user roles, etc. Company culture is also a powerful content subject that can add humanity and relevance to your brand. This strategy allows for macro-level experimentation to understand what resonates with your audience and optimize content positioning. Note that TikTok needs to maintain consistency. It is recommended to publish content 1-3 times a day in the first 30 days, and use the characteristics of the platform to strike a balance between quality and quantity.
5. Deepen content delivery and format testing
After analyzing the competitive space, aligning with your brand identity, and outlining your content strategy, you should deepen your experiments and test multiple video variations.
Refer to valid observations from your competitive analysis, such as trending usage, editorial style, and content delivery, and try multiple variations of each type of content to test winning formats.
Possible experiments include: staying on top of trends and delivering humorous, engaging content; introducing reactive content that connects to cultural conversations on the platform; testing hooks and intros to keep audiences engaged; validating ideas and creating series and playlists to improve content coherence Sex and audience stickiness.
Finally, use TikTok’s native features such as comment replies to establish dialogue with the community, interact directly, and deepen the connection between the brand and customers.
6. Integrate organic and paid strategies
TikTok challenges conventional wisdom and emphasizes the interdependence of organic content and paid advertising. A successful paid strategy needs to be based on strong organic content, using TikTok ads to amplify effective videos. Marketers should pay more attention to the quality of effective videos to lay the foundation for paid media effectiveness. Before launching paid advertising, test creative resonance through content to improve advertising efficiency. It is recommended that the account has at least 7-10 natural videos before introducing paid advertising to accumulate initial data and establish a brand image.
7. Comprehensive evaluation of performance
Evaluating TikTok marketing performance requires a comprehensive consideration of organic and paid indicators. Effective indicators such as followers, views, interactions, etc. can measure the attractiveness of content; paid indicators such as CAC, CTR, etc. reflect advertising effectiveness. It is necessary to comprehensively analyze performance in combination with goals, vertical fields and business models to guide subsequent strategic adjustments. When using paid advertising, compare organic and paid effects to optimize material selection. Through comprehensive evaluation, the effectiveness of TikTok marketing strategy is continuously improved.
8. Continuously iterate and deepen learning and practice
congratulations! You have successfully launched an iterative cycle mechanism that will guide you to improve your brand positioning from a macro perspective, while carving out a unique content style from a micro perspective, and ultimately drive high-efficiency paid activities. This mechanism not only helps you unlock market segments, but also allows you to build an exclusive community from scratch and achieve outstanding performance through continuous optimization of content.
It is recommended that you maintain a weekly, monthly, and quarterly performance review rhythm, closely track data patterns, and flexibly adjust strategies when necessary—because TikTok, as a rapidly changing platform, requires you to remain agile and innovative as a resident brand.
When it comes to the spread of content, we don’t simply pursue the virality of every video. It is true that virality can bring about explosive growth, but such growth is often short-lived and unsustainable. Instead, we are pursuing the goal of building a solid and lasting presence on TikTok that leaves a lasting mark even on this notoriously ephemeral platform.
To achieve this lasting impact, we divide our content into two broad categories:
One is breadth content, designed to attract new audiences interested in your value and expand your audience base;
The second is in-depth content, aimed at users who are already familiar with, follow or trust your brand, aiming to deepen interactions, consolidate relationships and strengthen community cohesion.
A successful content strategy lies in balancing these two types of content. While we all crave high views and virality, content that may not generate huge traction is just as important. They may not bring you a huge number of views, but they can provide your community with necessary interaction and feedback, providing a steady stream of inspiration for your content creation.
In addition, TikTok’s UGC-style content also brings cross-channel reuse opportunities for brands. When short-form videos perform well in regular videos and paid campaigns, you can consider repurposing the content on other social platforms such as Instagram Reels, YouTube Shorts, etc. to further expand your reach.
TikTok is no longer the exclusive domain of teenagers. It is quickly becoming an important place for brands to reach new audiences, build communities and drive conversions. In this ever-changing platform, every day of stagnation can mean falling behind. Therefore, it is crucial to gain a deeper understanding of TikTok’s nature as a platform focused on authenticity, originality, entertainment, and consistency in posting. No matter what your goals are, investing the necessary resources to launch and continually optimize your TikTok strategy is key. Remember, first establishing a strong daily video posting cadence and building a foundation of trust with your audience will lay a solid foundation for your subsequent paid TikTok campaigns.
If you want to do TikTok marketing well, a good strategy is a good start, but the assistance of tools will help you get twice the result with half the effort. Operating multiple stores on TikTok has the effect of broadening market coverage and increasing brand awareness. BitBrowser can help you avoid management between multiple stores and avoid bans.
If you want to learn more about how to set up multiple TikTok accounts to form a matrix, you can visit this article:
The help and significance of BitBrowser for multiple TikTok openings:
1. Customized browser environment
In BitBrowser, each account can enjoy a dedicated and carefully configured browser environment. Everything from the User-Agent to the operating system to details such as fonts can be personalized. This design not only improves the independence of the account, but also significantly reduces the risk of TikTok account association due to similar browser fingerprints.
2. Detect push status in different regions
In terms of TikTok marketing, BitBrowser can be used to simulate user behavior in different regions, so that advertising testing and marketing activities can be more accurately targeted at specific markets. The function of freely configuring and managing IP addresses can hide Internet identities, check search results and advertising display in different regions, and optimize advertising strategies.
3. Automated RPA functions
Users can use BitBrowser to automatically publish posts on Facebook, automatically like videos on TikTok, or automatically browse products on Amazon. These automated operations not only save a lot of manual work time, but also ensure the continuity and consistency of tasks.
Summarize:
Don’t underestimate the potential value of a TikTok marketing strategy for your brand’s growth—especially when it works in synergy with other channels in your content marketing arsenal. At the same time, don’t forget to use tools like BitBrowser to effectively manage your account and protect your account security. Register BitBrowser now to receive 10 permanently free configuration files. If you want to know more about BitBrowser, please click to visit the BitBrowser official website.
common problem:
Q: What is TikTok account maintenance and why do we need to maintain an account?
Answer: TikTok account maintenance refers to the process of performing a series of normal usage behaviors on a newly registered TikTok account to increase the weight of the account and increase the exposure of the content. Maintaining an account helps prevent the account from being recognized by the system as a machine operation, thereby improving the effectiveness of content promotion.
Q: How to protect my TikTok account from being blocked?
Answer: In order to avoid account ban, please abide by TikTok's community guidelines and terms of use, do not post illegal content, and avoid abnormal operations, such as frequent following and unfollowing behaviors. At the same time, you can use BitBrowser to manage multiple accounts and reduce risks. In addition, periodic browser fingerprint detection can help you identify and repair vulnerabilities that may lead to account risks, further ensuring account security.
Q: What are the precautions for marketing on TikTok?
Answer: When marketing on TikTok, focus on localized content strategy, compliant advertising, and high-quality customer service. Make sure your product or service meets the needs of your target market and the laws and regulations.