9 Ways to Use TikTok to Market a Product

Posted on 21st Oct, 2024.

TikTok can be used to sell products in multiple scenarios. Maybe you're running a business and you're making the most of TikTok's visual focus to show your products in their best light. Maybe you're a content creator working with a brand and they've asked you to boost sales of their product, so you're using TikTok as a way to showcase the brand to your followers.

Using TikTok to advertise products requires a unique approach that goes beyond just the general advice for content creation, such as following trends, and producing high-quality content. When you work on product marketing, you'll need to focus less on you and more on the product, while still retaining the trustworthy and personable approach that allows your followers to connect with you.

Without further ado, let's take a look at some straightforward ways to market a product using TikTok.

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1. Use the product naturally in context

While traditional television advertising can sometimes be extremely polished and not naturalistic, TikTok marketing is often the opposite. Rather than strategising and filming marketing content in a traditional way, the best way to push a product on social media is by using it naturally as part of your routine. This not only makes the sales pitch feel less 'pushy' (which is crucial on a social media platform where not all users come to shop), but it also shows the product being used in context.

This contextualisation can provide viewers with a more real-world example of how they'll use a product, which can be much more convincing than an abstract ad campaign that doesn't make it clear how a product will fit into the user's life.

2. Provide a product review

If you're a content creator working with a brand for a product launch or marketing campaign, one of the most effective ways to promote a product is to post a review. Keep it as authentic as possible - inserting your own positive opinions rather than just echoing the marketing ploys of the brand - and show how the product can be used within the review.

As a content creator, you're in a uniquely trusted position by your followers, so you can take advantage of this to land and successfully carry out product marketing videos.

3. Work with content creators

For brands trying to market their product, working with a content creator is the best way to go - either collaborating with them in a sponsored ad or sending them free products in exchange for a review. Not only do many TikTok users trust the recommendations of their favourite creators, but having a popular influencer share your products can help them reach a whole new audience, too.

4. Share UGC

User-generated content is a type of content that does what it says on the tin - it's created by users of your product. Consumers are always more likely to trust the advice of other consumers over brands since consumers don't have an ulterior motive for sales, so if users create positive content around your products such as complimentary reviews, be sure to share them (with permission) using tools such as stitches and duets.

5. Produce a mix of content

If you're a brand promoting a new product, don't just focus on one type of content - create as many different types as possible. Traditional paid ads should be paired with product reviews, UGCs, how-tos, and influencer-created content to ensure that the product reaches plenty of viewers and appeals to a wide audience.

6. Build a following

Whether you're a brand launching your own product or a content creator wanting to land brand deals, you'll first need engagement. While buying more followers is a great place to start, you'll also want to use a long-term strategy to boost followers, likes, views, and comments. Techniques to create a viral profile as quickly as possible include tapping into trends, posting consistently, and varying the type of videos you create.

7. Explore TikTok selling options

As well as linking your followers to external eCommerce sites to buy products, you can explore options that allow your audience to buy directly from you via TikTok, which removes the need for them to leave the app. Removing friction from the buying process is one of the most effective ways to increase the number of purchases of a product, so consider selling via the app itself for better sales.

8. Make it easy to access your online store

Advertising is nothing if there's not a clear call to action at the end. While consumers might love the look of your products, it's no good if they can't find them. Provide links to your products as well as clear and engaging calls to action across all of your content to ensure that interested consumers scroll right through to that checkout page.

9. Get verified

Verified users enjoy all sorts of benefits from reportedly being more likely to be shown on FYPs to being trusted by users thanks to the blue tick symbol. If you're using TikTok to sell a product or service, this extra level of trust can be super important. This is especially important if you're launching a brand - it's crucial that your followers know your TikTok page is representing the real brand - no fraudsters.

Luckily we've got you covered on all things verification, with our handy guide to getting verified.

Using TikTok to advertise a product doesn't have to be difficult as long as you stick to these nine easy steps and focus on building a large following and plenty of engagement. Remember that TikTok is a platform primarily for content, so avoid the hard sell and focus on using the product naturally and convincingly in context, and the rest will follow.