In the past few years, TikTok e-commerce has become a new hot spot in the cross-border circle. Southeast Asia exploded after the United States exploded, the United States exploded after Latin America exploded, standing in the wind mouth of the people earned a lot of money. Many people look at the eye red, open store, cast flow, lay goods, a fierce operation like a tiger, the results not only did not start, and even lost a lot of money.
In the end, it’s not that you don’t work hard, but the way to play is not chosen.
TikTok e-commerce is not shelf thinking, not “have goods to sell”, it is essentially a content-driven attention game. You have to first figure out “how in the end I push things to the user”, and then go to talk about “sell or not”.
Today’s article, to help you dismantle TikTok e-commerce three mainstream operation and promotion mode – self-operation, Darren / organization cooperation, advertising investment flow.
First, the self-operation mode: all things do it yourself, the benefit is the initiative all in hand
If you have a certain content ability, have a team, and want to do long-term branding, then self-operation is the most worthwhile direction to invest in. Simply put, it is the store, account, content, logistics are in control of their own, do not rely on Darren and organizations.
Common play: no source store → selected explosive products → self broadcast + content matrix
The common practice for newbies at the beginning is to store without sources, the advantage is fast, light, and no pressure on goods. The disadvantages are also obvious: high product repetition rate, lack of competitiveness, thin profits, it is difficult to run a brand for a long time.
If a product is out of the order, you have to quickly enter the refined operation stage, for example:
Going to local stocking to mention the shipping time limit;
Optimizing the product title and detail page to improve the click rate;
Using a content matrix (such as multiple TikTok accounts to distribute videos with different selling points) to grab traffic.
Here you can use Kalodata to find the direction and structure of the current explosive video template, combined with their own products to replicate the optimization, run through and then do differentiation.
The core of self-operation is: rely on the content out of the order, rely on the system mechanism to bring traffic. Video/live broadcasting done well, even a cold start account can start volume.
The pit that newbies tend to step on:
Ignore the account weight: TikTok values the quality of the content, but also the performance of the account. Just start the number do not rush to sell goods, the first to raise a raise (send a few quality content up a little powder), do not start a hard broad hard to sell.
Content only imitation is not optimized: many people copy the pop-up, but do not think clearly “why users want to watch your video”. Learning is the form, forget the soul, the results of the brush screen brush can not be converted.
Selection relies on feeling: TikTok selection can not copy Amazon or Shopee’s pop-ups, we have to choose products with strong visual impact, easy to talk about the selling point, the unit price is not too high, and it is suitable for the expression of the content.
Common features of successful cases:
There is a stable content output mechanism (reusable templates, editing ideas);
account weight is stable, and there is natural traffic on a daily basis;
explosive products can quickly respond to replenishment and optimization of the display;
controllable costs, do not rely on Darren, good profit margins.
Second, Darren cooperation – fast single shortcut, but not stable
The biggest benefit of working with people is “save effort + quick results”. You do not have to cut your own video, shoot content, as long as you choose the right person, give a good commission, the other party can help you sell the product.
But this road also has a threshold, especially you have to be able to judge the good and bad people, otherwise it is easy to be “cut leek”.
Cooperation Darren, the focus is not the number, is “can not be converted”.
Many people think that dozens of people looking for Darren trailer will be able to burst single, but the fact is: 99% of the transaction, often concentrated in the 1-2 Darren. So instead of casting a wide net, we should focus on polishing those few people who can be converted.
Focus on the following dimensions:
Have you been planting similar categories in the last 30 days
Whether the video playback volume and interaction rate are stable
Whether the daren’s fan portrait matches
After finding a reliable Darren, it is recommended that you sample the communication script in advance, do not just let the power go. Don’t expect Daren to fully understand your product, he only understands the rhythm of the content, and does not understand the conversion of the selling point.
When cooperating with organizations, beware of the intermediary MCN “as long as the money does not effect”!
Beginners do not have resources, will choose to cooperate with the TAP platform or MCN agencies, but the water is very deep. Be sure to find out:
Whether it’s a real contract, not a subcontractor
Whether it can provide historical data + ROI evaluation
Whether the cooperation is a one-time “trailer punching card” or can continue to produce content.
If the organization can’t promise to produce content/video, but only provide trailer services, then you are likely to spend the money and get nothing. Don’t spend money on ineffective actions.
Third, advertising flow: not the almighty “burn money out of a single machine”, is the gas pedal of the amplification of content
TikTok advertising is actually a “backhand”, provided that you have run through the content + transformation model, advertising can really play a magnifying effect. Otherwise, it is just throwing money into the water.
What stage of advertising is suitable for opening?
New store cold start need to “break 0”;
have explosive content but the flow is tight;
clear target population want to accurate conversion;
establish content funnel (such as grass video + conversion live) when you need to push the volume.
How to invest in advertising is reliable?
TikTok Ads has a variety of forms such as short video ads, live ads, search ads, etc. It is recommended to cut in this way:
Cold start stage: first use short video ads to “raise the number + test models”;
volume stage: plus live ads, the high intention users to the live deal;
stable stage: refine the run model, such as “repurchase crowd + add crowd” redirection, to improve ROI.
A common match is:
Short video ads focus on “eye-catching + highlights speed push”;
live broadcast ads focus on “low-cost attraction + interactive transaction”.
Remember: the material determines the fate of the advertisement. It is useless to burn more money on a random video. Good advertisement video should have: sense of reality, strong hook, and clear value.
Finally: don’t get hung up on which one to choose, first recognize what you “can do + what you want to do”!
TikTok e-commerce is not a “standard path”, the key is to match your resources and capabilities.
Don’t look at other people’s single explosion to follow the run, choose a model that you can promote long-term is more important. It’s okay if you’re not familiar with it at the beginning, but you can start with a small trial and error in one direction, find the feel and experience, and then gradually upgrade.
TikTok this track dividend is indeed still there, but it is not the era of “just hang a link can burst single”. The more you can understand the underlying logic of the platform, the more you can run your own way of playing.
Article source: www.tiktokdatatool.com
