From scroll to sale: How TikTok is transforming DTC brand marketing

tiktok analytics

In the ever-evolving landscape of digital advertising, staying ahead of the curve is essential to connecting with your target audience. With more sales channels being added all the time brands are constantly building at a/b testing campaigns to optimize and better engage with their customers. 

TikTok has proven to be a growing channel for product sales. For acquisition and retention TikTok currently provides low cost ads for high reach compared to other social platforms. The statistics are promising—and the TikTok that was solely for a younger generation to show off their dance moves is a thing of the past. 

Now advertisers are capitalizing on this massive user base to engage current customers and reach new ones. 

TikTok’s Explosive Growth is an opportunity for DTC brands 

According to the latest data from Statista, the future of TikTok is bright. Projected to reach nearly 1 billion users by 2025, TikTok is poised to hold its place as a global powerhouse in the social media and content creation space. This unprecedented growth isn’t just a fleeting trend – it’s a testament to the platform’s ability to captivate audiences across the globe.

For advertisers, this translates to an enormous opportunity for DTC brands to tap into an engaged and diverse user base and tell their brand story, test new creative, and build audiences. However, to make the most of this potential, it’s important to collect the data and track lifecycle event data coming from TikTok. 

By leveraging the visual and interactive nature of TikTok, brands can create captivating shopping experiences and tell better stories. Including, incorporating your customers into the actual promotions and videos. Yes, user generated content isn’t going anywhere. With the introduction of Shopify Collabs and platforms like Mini Social the process of launching a campaign and connecting with creators with briefs to create content is only getting easier. 

Imagine launching an entire campaign on TikTok with creators around the world in a few clicks. Once the creator gets the product in hand they can go crazy with the brief and develop something from their unique perspective—engaging their audience—and building you a bigger one.

But there is a problem—how are you going to engage the customers that purchased or engaged with your ecommerce store from these TikTok campaigns? Determine the best demographics, regions, or other key insights and metrics? 

Enter Littledata’s new TikTok server-side connection. To make the world of TikTok advertising even smoother, our team has introduced an automated solution for connecting your Shopify store directly with TikTok. Advertisers and e-commerce managers can now leverage accurate data to build audiences for engagement and advertising via data like add to cart, purchases, views, and more that are collected from their store. 

Admittedly, embracing new technologies can be met with some hesitation. Just as Facebook’s Conversions API (CAPI) initially faced a slow uptake from brands, the introduction of TikTok’s server-side Shopify integration from Littledata will likely follow a similar story. Fast forward today, Facebook CAPI is one of our most requested add ons for customers.

We get it. 

Many brands are often reluctant to modify their strategies during ongoing campaigns, or they might not even be aware of the automated data solutions available to them. However, in a rapidly changing landscape, hesitating to explore new avenues can mean missing out on untapped potential and missed historical data you could be collecting now from TikTok as another sales channel.

Follow the money—ads revenue is only increasing for TikTok

As TikTok’s user base surges and innovative features continue to be added like TikTok Shopping, the forecasted ad revenue of TikTok should be a signal for brands to jump in on the action, today. Predicted to surpass $23 billion by 2024, we know TikTok is no longer a platform for experimentation – it’s a powerful marketing channel for your marketing funnel with a global user base that forecasted to reach new heights. 

The takeaway

TikTok’s rapid growth and innovative new features like TikTok Shopping, and its projected ad revenue surge all point to the massive potential that is ahead for TikTok. Using it as a marketing channel is no longer a fun idea but rather a standard for brands looking to reach new audiences.

Whether you’re a seasoned advertiser or just dipping your toes into the infinite scrolling world that is TikTok, now is the time to start scratching down your campaigns ideas, implementing a strategy for tracking, and measuring the impact this channel could have on your ecommerce business and marketing.

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