The end of the year promotion is approaching, quickly see the successful TikTok strategy of overseas brands

As TikTok's influence continues to deepen, some overseas brands are slowly shifting their main marketing battles to TikTok. According to the "What's Next" report released by TikTok for Business, TikTok's monthly active users will exceed 1 billion in 2021.

"From the perspective of traffic, TikTok has indeed given full imagination, especially in the growth rate of users. At present, the advertising expenses we put on TikTok have accounted for 20% of the overall budget." A cross-border e-commerce practitioner so said.

With the arrival of Black Friday, Cyber ​​Monday and even the peak season at the end of the year, cross-border e-commerce sellers are also urgently seeking new advertising forms and new traffic platforms to increase their growth in order to seize the last wave of sales opportunities at the end of the year. TikTok has become an obvious choice for them. It is especially worth noting that the e-commerce users on TikTok are young, with strong purchasing power and strong e-commerce consumer demand, and are high-value e-commerce consumers.

So how to use TikTok to reach new highs in the peak season at the end of the year?

01 peak season promotion, brands' TikTok success strategy

This chapter will bring the strategies of two domestic brands to promote TikTok for sellers' reference:

No.1 beauty brand Feiluer

In the Southeast Asian market in the past two years, with the growth rate of social e-commerce penetration brought about by new traffic channels represented by TikTok, as well as the increasing improvement of logistics infrastructure and payment systems, the entire Southeast Asian e-commerce market has grown significantly.

Fang Xing, CEO of beauty brand Feiluer, pointed out that in the face of such a trend, Feiluer chose to pursue brand power and product strength as always, and put more emphasis on user experience, such as doing more local warehousing, building local customer service teams, and then product , brand content and other aspects to do very deep localization.

With fast enough growth and large enough volume, TikTok has become one of Fei Luer’s key channels for overweight.

It is understood that in 2022, Feiluer will focus on overseas marketing on TikTok, and has created a large number of account matrices to achieve large-scale coverage of users and increase the brand’s premium. As shown in the picture below, focallure.beauty, an official account of Feiluer, has reached 1.8 million followers and received 7.9 million likes.

In response to the preparations for the big promotion, Fang Xing revealed that he focused on two things, one is the overall supply chain rhythm. The iterative upgrade speed of products in the beauty industry is fast. From production, transportation, to timely launch and participation in big promotions, it is a test of sellers' ability to think about problems in advance and supply chain scheduling. The other is the marketing rhythm. Every time the big promotion season, sellers will concentrate their efforts, and they will encounter the situation of tight advertising costs and talent scheduling. It is recommended that all marketing plans of sellers need 2-3 months in advance. Anticipate ahead of time.

"We will do a particularly important thing, which is to store water in advance. For example, in the two months before Ramadan in Indonesia, the advertising fee is relatively low, and the schedule of celebrities is also relatively loose. We have done a lot of water storage at this stage. Then wait until the big promotion period, and quickly increase the volume through CPC advertising." He said.

No.2 women's clothing brand NOWRAIN

Women's clothing brand NOWRAIN has also played its own way of playing on TikTok. In the past Summer Sales, NOWRAIN achieved a 140% increase in GMV, doubled the number of fans, and set a record for a single live broadcast. Lin Zhibin, general manager of NOWRAIN, revealed its specific gameplay on TikTok:

1. Promote the control of rhythm. NOWRAIN is divided into a warm-up period, a formal period, and a sprint period during the entire promotion period. Each stage has different gameplays, and various patches and products in different live broadcast rooms have also been combined differently.

2. Create a live broadcast room. The NOWRAIN TikTok Matrix live broadcast room has different styles of fans and anchors, and at the same time, different products and gameplay are matched according to different live broadcast room styles. For example, in the sweet wind live broadcast room, specific adjustments may be made in the giveaways and the game lottery, so as to increase the overall popularity.

3. Talent driven. How to drive talents to achieve a better outbreak in the big promotion? NOWRAIN and the TikTok for Business overseas team have cooperated in depth to analyze the content presentation forms of various styles of videos, and feed back the talents, so that the talents can create better content and achieve a virtuous circle.

02Official peak season suggestion: focus on delivery strategy, product selection, creativity

1. Advertising strategy

The life cycle of TikTok’s large-scale advertisements is two weeks. Therefore, it is recommended that sellers prepare a variety of high-quality materials that are not repeated, and maintain continuous updates to ensure the stability of the overall account, reduce recession and volatility, and achieve rapid increase in volume during the big promotion.

With the opening of TikTok Shop in many countries, sellers can also have more innovative marketing methods in the overall node, the most eye-catching is live broadcast short video.

During the warm-up period, brand advertisements can be used to renew the fans of the enterprise account; during the big promotion period, multiple live broadcasts commercialized drainage advertisements can be used to quickly push the popularity of the live broadcast room to the highest level and accelerate the overall conversion of fans. In the long-tail conversion period, short videos and live broadcasts can be supplemented to double touch to accelerate the overall brand breaking and dissemination.

2. Selection ideas for different node types

For sellers, they basically have their own brand direction and positioning. According to the existing selection, based on overseas festivals and big promotion nodes, they can make in-depth insights into the background, target population, and user behavior, and grasp the direction of selection.

TikTok summarizes the different selection ideas of sellers at different nodes for reference:

consumer node: Refers to the shopping seasons that are widely recognized by users, such as back-to-school season, Black Friday, and year-end promotions. Users are more willing to buy, and sellers have more room for product selection. Black Friday in 2022 is the first day of the Christmas shopping season, and the selection can focus on categories such as clothing accessories, beauty and skin care, or 3C home appliances and accessories.

Holiday node:For example, Ramadan in the Middle East and Golden Week in Japan, this node is characterized by long leisure time for users. Therefore, yoga fitness products that are necessary at home, or toy cars and robots for parent-child interaction are all popular items.

Blessed Node: This is a node with the strongest product selection, such as Valentine's Day, Father's Day, Mother's Day, etc. Because the gift-giving demand is just in need, and usually once a year, users are less sensitive to the unit price of a customer. Creative gift boxes, custom accessories, T-shirts, creative music boxes, etc. will be popular items.

3. Creative blessing

On TikTok, it is necessary to rely on continuous creative output to obtain stable traffic. Therefore, in terms of creative blessing, sellers can follow the following three main points:

·theme.The first three seconds of TikTok determine more than 60% of the material effects. Therefore, it is recommended that sellers put some core information of the product, such as new product discounts, cashback and other information in front of the video.

· Real people.Most of the e-commerce popular materials on the TikTok platform are blessed by real people, which can more vividly show the selling points of the products.

· Creative tools.During the promotion period, it is recommended that sellers use the platform Display Card and countdown sticker products, which can effectively display the original information of the product to improve the overall conversion rate.