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▶ Video account attention cross-border navigation Looking back over the past two years, the "evil wind" of cross-border e-commerce has swept across the world under the impetus of the epidemic, blowing up a gold rush on Amazon. However, the market capacity is not unlimited after all, and the continuous influx of sellers means that they will inevitably fight to the death for a limited market share.
As we all know, Amazon is not only an asset-heavy track, but also a platform where traffic is king and the winner survives. If you want your product to stand out in the fierce competition, grabbing traffic is undoubtedly the top priority. However, the platform's internal traffic also faces the problem of too many sellers and too little traffic. In particular, the top sellers are more likely to enjoy the platform's traffic "preferential treatment", while those small sellers at the bottom of the food chain can only pick up some "leftovers" and are eventually eliminated. Of course, on-site traffic is an excellent way for sellers to stimulate product sales, but it is not the only way. Many sellers have turned their attention to off-site traffic, and e-commerce social media marketing has emerged. Among many social platforms, TikTok has emerged in recent years and has become the new darling of social media marketing. With its viral spread, it has become a new traffic depression. Nowadays, TikTok is not only an important medium for sellers to promote their products, but also has the potential to enter cross-border e-commerce and impact the cross-border landscape dominated by Amazon. Many products unexpectedly became popular, and TikTok became Amazon's hit-making machine It is learned that according to foreign media reports, TikTok currently has more than 1 billion global monthly users, among which a quarter of users will research related products and make purchases after watching TikTok videos. According to market research firm The Information, TikTok brought retailers an additional $500 million in revenue in the United States in 2020 . The explosive growth of TikTok users and the high return on marketing have given cross-border sellers endless possibilities. Many sellers use TikTok short video marketing to attract product traffic and reach more potential consumers. Nowadays, TikTok is in full swing. We can see that more and more products sold by Amazon are becoming popular through this medium. Just one tag #TikTok Made Me Buy It can bring 6.1 billion video views, which shows its influence. Some time ago, a TikToker posted a video about skin care during long-distance travel, which accidentally made a facial mask sold on Amazon and other platforms popular. ▲ The picture comes from Amazon screenshot In just two days, the skin care video has been viewed more than 1.6 million times and has been widely praised by a large number of travel enthusiasts and vacationers. The novel "mask concept" in the video has been praised as a "genius idea". It is reported that the mask is priced at 3.99 pounds. After the video went viral, the stock on Amazon was in short supply, and the five-star praise rate was as high as 67%. ▲ The picture comes from Amazon screenshot The following product has also suddenly become popular. A TikTok user showed a video of a butter jar with 4.9 million views, and its good preservation and storage function has won unanimous praise from many netizens. ▲ The picture comes from Amazon screenshot On Amazon, this butter jar is available in 11 colors and is priced at $26.95. It has 4,230 reviews and 80% five-star ratings. From the explosive popularity of these products, we can see that TikTok’s low-threshold and popular positioning has enabled the product to reach more user groups outside of Amazon and establish a closer connection with users. Sellers can grasp user needs in short and concise video content, magnify product performance to stimulate user purchasing desire, and use TikTok's own huge traffic to fragment and spread virally. Consumers can not only understand the product intuitively, but also easily develop a buying mentality in the overwhelming marketing. TikTok's rapid demand growth and powerful sales capabilities have also helped it lead social media marketing, becoming an important traffic-generating tool for more and more cross-border sellers. “Punching” Google and “kicking” Amazon, why has TikTok become the new favorite of sellers?It is learned that according to research by website management company Cloudflare, in 2021 TikTok successfully surpassed Google, topped the global traffic list, and became the most popular website. ▲ The picture comes from the official website Cloudflare pointed out that TikTok has firmly held the top spot for most of this year, with Google occasionally taking the lead but soon being surpassed by TikTok again. It can be seen that in 2020 TikTok was only ranked seventh on the traffic list, but in just one year it has overtaken its competitors and even defeated the traditional traffic giant Google to top the list, while Amazon is only ranked sixth on this list. Not only that, TikTok has become the most downloaded application in the world in 2021 with 656 million downloads, and its global user base is still rapidly increasing at a terrifying rate of more than 1 million per day. The following set of data reflects TikTok's amazing ability to monetize traffic: In 2021, consumers spent approximately US$2.3 billion on the TikTok platform, a year-on-year increase of 77%. In the fourth quarter alone, consumers' spending on TikTok reached as high as US$824.4 million. The huge user traffic and low investment and high return characteristics have established a unique advantage for TikTok's e-commerce marketing. So, how did TikTok lead the social e-commerce and become a hit-making machine for sellers? Foreign research shows that compared with other social platforms, ads on TikTok are more attractive, products can get more exposure, and most people spend more time on TikTok. TikTok provides a platform for small businesses to promote their products. Unlike social media such as Instagram, it provides sellers with more opportunities to reach consumers. The first full-screen ad that comes into view when opening TikTok grabs consumers’ attention immediately (2) Information flow advertising Show products in the form of short video stories to guide users to interact deeply (3) Brand label challenge Launch topic challenges based on product features to increase exposure. Create fun, branded stickers to increase audience engagement. Overall, authenticity, entertainment, practicality, and novelty are the killer features that help TikTok ads gain huge views and ignite a product craze. At present, the live streaming sales model within the TikTok app has been sought after by many consumers, and more and more sellers have joined the live streaming sales army. It is understood that live shopping sales in Europe are expected to exceed 250 billion euros in 2021 and will continue to increase in the future; although the US e-commerce live streaming market is still in its infancy, its sales are expected to exceed 25 billion US dollars by 2023. The development of live streaming e-commerce in my country has become mature, but this sales channel is still in its infancy abroad. But what is certain is that this emerging model has brought more imagination to sellers' product sales. 3. Join forces with platforms to empower e-commerce Since the end of 2020, TikTok has successively cooperated with several e-commerce giants. Take Shopify as an example. A shopping tag has been added to the TikTok profile page on its platform to help users easily buy the products they found on TikTok. TikTok will also expand its partnership with Shopify to the Middle East, making it easier for Shopify merchants to leverage the TikTok community to increase sales. TikTok, through its strong alliance with major cross-border platforms, acts as a media transit station to help sellers achieve the conversion from TikTok traffic to product sales. At present, TikTok's e-commerce attributes are also constantly strengthening. In addition to cooperating with other platforms, it has also opened up an independent e-commerce module, attracting many sellers to enter this new track. Faced with traffic bottleneck, can TikTok break the deadlock? For many cross-border sellers, the peak season of 2021 can be said to have encountered an unprecedented freezing point. The annual blockbuster promotion Black Friday was collectively cold. If we trace the source, it is because the traffic has declined significantly compared with previous years. However, in comparison, TikTok's performance in the Black Friday promotion is relatively impressive. It is understood that compared with the previous year, the mention rate of Black Friday-related terms in the digital field in 2021 has decreased, but the popularity on new platforms such as TikTok is increasing. According to the survey, TikTok's activities dominate the preferences of many brands and consumers. Among the ten most engaged Black Friday-related posts on social networks, six are from TikTok. Looking back at 2021, the increasing operating costs and shrinking sales profits have become the common pain points of sellers. In order to break this deadlock, many sellers have set their sights on finding traffic depressions to maximize sales and profits at the lowest possible traffic costs. TikTok has undoubtedly become the first choice for many sellers. Nowadays, many cross-border sellers use TikTok as an important platform for product promotion. For example, Anker Innovations, a cross-border leader, has an account matrix on TikTok covering Europe, North America, the Middle East, Asia-Pacific and other regions. ▲ The picture comes from a screenshot of TikTok Anker's official TikTok account has about 310,000 followers and 2 million likes so far, with considerable traffic. The short videos it publishes include product performance introductions, real-life reviews, fun memes, brand label challenges, etc., combining current trends and user needs to successfully increase product awareness. ▲ The picture comes from a screenshot of TikTok The huge user base, coupled with invasive marketing and viral characteristics, means that a small TikTok video can have unlimited potential and become a hit-making machine for sellers. Amazon has also taken notice of TikTok's global popularity. To seize the business opportunity, Amazon has opened a TikTok hot product interface. Many of the trendy fashion necessities on Amazon are almost all from TikTok, which has received rave reviews from consumers. Some experts predict that TikTok's average monthly users will reach 1.5 billion in 2022, continuing its strong growth. For sellers, they also hope that TikTok can bring new traffic dividends and break the deadlock caused by fierce competition and skyrocketing costs. Finally, we have prepared a wave of small benefits for you. If any seller wants to download and register TikTok, pay attention to cross-border e-commerce , and reply to the keyword [ TK download and installation tutorial ] to receive it.
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