‘Keeping it real is essential when venturing into social commerce such as TikTok Shop’

With Lidl making a major move last week as the first supermarket to sell through TikTok Shop, the platform is quickly building a name for itself. Even though marketing budgets are still squeezed, our research found that 46% of marketers plan to increase investment in social commerce this year.

It’s clear why. According to our study, 85% of TikTok users are receptive to discovering brands and products on the platform, so it’s a great channel for reaching and engaging new customers.

Part of this comes from just how frictionless the experience is – from coming across a product via a trusted source to getting it through the door. Put simply, the easier the process, the more likely a shopper is to take a punt on something they haven’t tried before.

This receptiveness carries through to the checkout.

New Kantar data shows that consumers are 17% more likely to buy from a brand they haven’t tried before if they see the company’s products on TikTok, but this figure rises to 28% more likely when it’s combined with content on TikTok Shop, so there’s real growth on the table.

But despite the channel’s success stories, some businesses are still wary of dipping their toes into unfamiliar waters. And TikTok Shop isn’t a silver bullet – marketers do need to develop a strategy for their social commerce campaigns if it’s incremental and sustainable growth they’re after.

Making the most of people power

A considered approach is the key. TikTok is an especially community-driven platform, so there is an opportunity to find new spaces and ways to grow by tapping into groups of people who already love the brand or the category a retailer is trying to break into.

Lidl is doing just that, aiming for the diverse sports and nutrition community with its protein bundle, rather than attempting to roll out its entire product range. It’s about thinking strategically and being clear on exactly who they are trying to engage.

Within creator-led communities, there is a ready-made set of partners that brands can work with to reach a new audience.

L’Oreal has been nailing this for a while, partnering with established creators to showcase products, such as using ‘before and after’ videos. Users see TikTok Shop as a good place to preview products, and this is particularly effective when it’s done by people they trust.

Creators give advertising a human feel that can cut through and stop people from scrolling straight onto the next video. We found that ads that provide a human connection – like one single person or direct eye contact, are 81% more effective than those that don’t.

Creator-led content also tends to have the benefit of an organic style that matches what consumers expect from TikTok. Keeping it ‘real’ is essential to venturing into the social commerce space – this means rooting creative content in relatable stories with a simple, natural look and feel. Obvious or overly slick advertising just isn’t the right approach on TikTok Shop.

Keeping brand front and centre

It should go without saying that any TikTok Shop campaign needs to fit with the brand. To make sure it doesn’t come out of the blue, it should be considered as part of a wider media strategy and build on consumers’ existing perceptions. Lidl is a great example of how to get this right – tailoring other cross-channel campaigns to establish itself as a social brand, such as with its ‘Hun Culture’ inspired ads last October.

And for those concerned that investing in TikTok Shop could eat into sales at brick-and-mortar stores, our research puts that myth to bed. It’s overwhelmingly new growth, with most customers still intending to shop in-store too.

So while TikTok Shop might be young, brands should put the work in now to ensure they don’t miss out on a serious opportunity to connect with new customer bases and drive growth.