Instant video keys to sell online (2)

In a previous article we began by analyzing the importance that the use of platforms including instant video to sell online is starting to gain in the strategy of brands and online stores.

I recommend you read it because, in addition to analyzing the possibilities of Instagram Reels, we study why you should consider using this format for marketing.

Next, let´s focus on the other reference in this area, the pioneer: we talk about TikTok.

First, I would ask if you have any prejudices about this network, you forget about them immediately. It is true that the rest of the platforms look down on it, that it looks like a toy for children. This is a mistake.

First reason, because it has 800 million active users worldwide, which should already be of interest to us. Moreover, its user base keeps growing and growing, becoming the most downloaded app for iOS in March 2020 (115.2 million installations).

And regarding the fact that it is mainly used by "kids", if your target audience is between 14 and 24... 41% of the audience is in that range. And, in addition, more and more people from other segments are joining it every day (all these data provided by Oberlo's study on TikTok in 2020).

Having made this necessary point, let's get down to some real examples of how brands are using TikTok to sell more and better using instant video.

In fact, it has to be said that the Chinese network is much more mature than Reels when it comes to marketing. After all, instant video is at the core of its business, not a newly added add-on feature like Instagram.

Lest´s move to those examples.

Contests are part of the ABC of social media. Since the beginning of these platforms, they have proven to be a simple and low-cost way to achieve visibility and engagement.

Users love contests because they have the feeling of receiving something more for their interaction. And, when they are repeated with a certain frequency over time, they also generate loyalty with those social profiles and favor the performance of other content while strengthening those followers.

One of the best examples is the waterproof footwear brand Vessi. Not only does it run contests in which you can win a pair of its shoes: the best thing is that it adapts them to TikTok's video format, creating a mechanic based on pairs (something very popular among its users).

They may be somewhat controversial because of what often reaches the media, but the truth is that they are another format of their own and are within the language and tone of this social network.

Brands can jump on this bandwagon; it is not always easy, but if you propose something really well thought out, use your own song and rely on the right influencers... you will achieve the magic of going viral.

One brand that has really nailed it is Guess with its own hashtag #InMyDenim. The proposal is simple: we start with an attitude and an outfit for around the house and, at a certain time, we show how clothes can change your day and the way you feel.

It is very simple, but this hashtag has accumulated over 52 million views. Not bad, right?

From all social platforms, TikTok is probably the one that integrates most brands into the mechanics. Its tone of communication is so casual that, if worked correctly, users end up feeling like one of the community.

The opportunity to make the way you relate to your audience playful should always be taken advantage of. There is nothing wrong with playing a little and, in the end, you end up selling too, but more through pull marketing.

Vineyard Vines has understood this perfectly and since, on top of everything else, this approach fits perfectly with their lifestyle clothing proposal, the result is that they dare to join challenges proposed by the community with their pet-whale removing the cap of a bottle with a kick (something that became very popular a few months ago).

One thing social networks do very effectively is generate attention. That is why many brands announce product launches directly on the platforms, and in some cases even design a line specifically for these networks.

Instant video has the advantage of allowing us to play with different complementary content to help create that sense of crescendo without boring through repetition.

If we post regularly, it does not matter to come back to the same topic because consumption is fast through the main feed (called "For you"). Users consume lots and lots of videos here, so you have to be present.

Let´s continue with an example of a product announcement, let's turn to the shoe brand Crocs. They are habitual in presenting products in advance and, as in the case that illustrates this screenshot, they also use it to "re-educate" their audience with some clogs for winter, breaking seasonality.

We mentioned this at the beginning and it is something to be valued. TikTok's advertising platform is really good. It is similar to the way it works, for example, Facebook Ads.

It allows to define a budget, a creative, segment by different criteria such as interests, location, language, gender, age... and a link, which cannot be done in any other way. There is only the possibility of including a link in the profile bio.