I love to read about cases, that is why i will share mine as well. No doubt, Tik Tok is super trendy among youngsters, but do they actually buy things? The answer is: yes, but depends on their age, income and their level of interest in a product.
On December 13th I was shooting a commercial for our small brand "SayIt.Ring" and I came up with an idea to make a short Tik Tok as well. It took me about 2 minutes to shoot and edit, 5 minutes to write captions and upload it. Next morning I woke up with 20+ direct messages on my Instagram: people were endlessly asking about rings, delivery and packaging. December 14th became our lucky day and a fresh start: we even didn't have a website in Latvian and English, so the situation made us come out of our comfort zone.
In 3 days we got 30+ orders by Latvian youngsters, mostly between 16-30 years old. The reason is that they already have their own income + custom pieces nowadays make a visible trend among youngsters.
By the end of the week we had 50+ orders on the list and the only hazard is that we couldn't manage everything till Christmas. This is also an essential insight for small businesses: you have to ready to go viral, to make sure you can control all the inner processes, otherwise a sharp jump in demand will cause many problems.
One month after, the Tik Tok video got in total 22k views and went viral in Latvia (95% of the views). Why did Tik Tok worked out so successful? Well, the reason is: I was researching Tik Tok algorithm since April 2020.
Here is some tips I used while creating this video:
Grab and hold audience attention in the first 4 seconds. In my video I mentioned “We produce rings in Riga”. People from Riga are now more interested to watch video till the end.
Use popular audios. The point is that “ForYouPage” recommends you the videos based on your previous actions. The more people saved the audio = the more people will see your video, if you add this audio.
Show the process of making your product. In 2020 transparency has become a certain trend among big brands, but small businesses can use it too! It makes the connection between viewers and the brand stronger and enhances trust of the audience.
In the end of your video add “Call-to-action”: yes, it’s the basics of advertising and yes, it works perfectly. Attention-Interest-Desire-Action: and the next order is done. Name all the good qualities of your product and then tell your viewers how to order it: to call or to write in DM. Important: this should be the easiest way for your target audience. In my case, it was Instagram: youngsters use it on a daily basis + the button was in my Tik Tok profile bio.
Tik Tok is a perfect platform for development, building relationship with the target audience, especially if it is a young audience.
I want to thank everybody who ordered rings and supported our brand.
Merry Christmas and let’s hope the 2021 will bring us new possibilities to create & inspire!