Should you use TikTok Shop in NI?

5min Read 21st Jun 23 James Scullion

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TikTok has skyrocketed in popularity as one of the most used social media platforms out there. With millions of users sharing short and snappy videos, it has become a cultural phenomenon. But now, TikTok has set its sights on more than just entertainment. It’s making its mark in the world of e-commerce with the introduction of TikTok Shop. This new feature allows users to shop for products directly within the app. The question is, should your Northern Irish business hop on board? Let’s take a closer look.

Understanding TikTok’s Appeal

In case you haven’t been keeping up, TikTok is all about creating, sharing, and discovering quick videos ranging from 15 to 60 seconds. It has gained an immense following, particularly among younger demographics who are hooked on its engaging content.

When you open TikTok, you’re greeted with a personalised “For You” page. This curated feed is based on TikTok’s algorithm, which aims to deliver content tailored to your interests. It includes a mix of videos, including relevant advertisements, from creators you may not be familiar with but that the algorithm predicts you’ll enjoy. The algorithm takes into account your past interactions, video popularity, and other user behaviour data.

TikTok has also become a hub for influencers and brands looking to tap into the platform’s younger user base. Influencers build massive followings by creating captivating content that resonates with their audiences. Brands, too, recognise the potential and leverage TikTok to launch advertising campaigns that reach millions of users. TikTok’s algorithm ensures that these ads are precisely targeted based on user interests, demographics, and behaviour.

Getting to Know TikTok Shop

Now, let’s dive into the specifics of TikTok Shop and how it operates. TikTok Shop is an exciting in-app feature that enables users to purchase products directly from selected brands without ever leaving the app. This functionality allows creators to link and tag products within their TikTok videos. By mentioning products and incorporating clickable tags, they can provide additional information to their audience. Users also have the option to be redirected to the brand’s website for completing the purchase, rather than finalising it within the TikTok app. Moreover, TikTok Shop can be seamlessly integrated into live videos, providing creators with the opportunity to showcase and demonstrate products in real-time.

Availability and Considerations

It’s important to note that TikTok Shop is currently available only in a limited number of countries, including the United States, Canada, and the United Kingdom. If your Northern Irish business is already active on TikTok and has a strong following, TikTok Shop could be a valuable addition to your e-commerce strategy. The app’s algorithm is designed to display content relevant to users’ interests. This means that if you create engaging content that resonates with your target audience, you could experience a boost in sales through TikTok Shop.

However, TikTok Shop isn’t a universal solution for every business. Before deciding to embrace the platform, it’s essential to assess whether your target audience is likely to use TikTok and if your products align with the app’s user base. If your business caters to a younger demographic, TikTok can be an excellent platform to connect with potential customers. It’s worth considering TikTok Shop if your products appeal to the age group predominantly present on TikTok, which is largely under 30. In fact, according to Smart Home Fox, in 2023, over 40% of TikTok users in the UK belong to Gen Z.

Additionally, the nature of your products plays a role in determining their success on TikTok. The algorithm prioritises entertaining and engaging content, so visually appealing products with unique selling points are more likely to thrive on the platform.

Lastly, it’s crucial to consider whether your business has the resources to create compelling content for TikTok. The algorithm favours creative and captivating content, which means that businesses need to invest time and resources into producing high-quality videos that resonate with their target audience.

Deciding on TikTok Shop for Your Business

Ultimately, whether TikTok Shop is a suitable addition to your Northern Irish business depends on several factors. If your target audience aligns with TikTok’s user base and your products cater to their preferences, integrating TikTok Shop into your e-commerce strategy could yield significant benefits. However, it’s important to evaluate whether you have the resources to create engaging content for the platform and if it aligns with your business objectives as a whole.

At Rapid Agency in Belfast, we have a team of TikTok experts who would love to help you make the most of TikTok marketing.

Get in touch with us today to find out how we can help!





5mins 21st Jun 23 James Scullion