Author: Lee Parkhurst, Chief Entertainment Officer, Parkhurst Marketing
I was lucky enough to be part of the first toy launch on TikTok Shop, working closely with TikTok headquarters to lay the foundation for the toys and games category. Since then, I’ve helped many brands leverage TikTok’s unique capabilities to drive consumer awareness and spark interest among retail buyers around the world.
Biggest gain so far
TikTok is more than just a social media platform; it’s a cultural phenomenon and e-commerce powerhouse that is changing the way brands connect with consumers. With more than 1 billion active users worldwide, TikTok has unparalleled influence, especially among Generation Z and Millennials. Because its algorithm promotes content based on engagement rather than followers, even the smallest toy and game brands have a chance to go viral on TikTok without the need for expensive celebrities or ridiculously high paid media budgets.
For toy and game manufacturers, TikTok offers the opportunity to showcase actual products. The platform’s short video format is perfect for showing how toys and games are played, highlighting their fun and interactive features. Additionally, the community-centric nature of TikTok encourages user-generated content (UGC), thereby fostering a sense of authenticity and trust among fans and followers.
TikTok’s influence extends beyond marketing to product development and how toys are made. Trends on TikTok can quickly shape consumer preferences, and savvy brands are taking advantage of this to inspire new product ideas or reimagine existing products with TikTok-style content creation in mind. By focusing on viral content, popular themes and emerging trends, the company can develop more toys and games that resonate with the current market.
Six tips for making the most of your TikTok store efforts
- Maximize TikTok Ads: TikTok has a variety of advertising options to suit any budget. From Spark ads with creators to branded display ads and Shopping ads, testing what works best for your product doesn’t have to cost a fortune.
- UGC > Branded content: Stop giving a second thought to the film’s production values! Real and authentic UGC can resonate more with TikTok audiences. Traditionally, UGC has received 6 times more views than branded content.
- Choose the right content creator: Choose creators who are a true fit for your brand and produce high-quality, engaging content. It doesn’t matter if they don’t have an extensive fan base; you can add paid media to sponsor their content and drive traffic.
- Trend participation: Only focus on trends that align with your brand. Selectively participating in the right trends can help build a strong brand personality without appearing desperate or chaotic.
- Planning and analysis: Failure to plan is planning to fail. Prioritize continuous analysis and comprehensive testing. Your strategy is only as good as the data behind it. Approximately 43% of TikTok users have discovered new brands through ads on TikTok, proving the app’s strength as a brand awareness tool.
- Don’t wait: With the holidays approaching, now is the time to launch your brand on TikTok Shop!
A version of this feature was originally published in The Toy Book’s Fall 2024 Los Angeles Toy Preview issue. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options!
