TikTok Shop has become an essential platform for jewellery brands looking to increase their online sales significantly. Take, for example, the success of well-known brand Bohomoon or even smaller names like Vinx of London on TikTok Shop. With a massive user base focused on fashion and trends, jewellery fits right in!
Believe your brand has what it takes to succeed? This post will show why TikTok marketing and TikTok Shop for jewellery brands is the way forward.
Why TikTok is Good for Your Jewellery Brand
Huge User Base
TikTok boasts over 1 billion monthly active users. This platform attracts a broad audience, from teenagers to adults, offering jewellery brands access to a vibrant and diverse market. Younger generations, especially Gen Z and Millennials, are highly engaged on TikTok and drive many of the latest fashion and jewellery trends. This group is key for brands—these trendsetters are always on the lookout for new styles and are eager to discover fresh brands and products.
Users typically spend over 90 minutes a day on the app, showing just how engaged they are with the content. For jewellery brands, this means more chances to grab attention and build a loyal following. With stats like these, TikTok is a prime platform for growing your jewellery business.
Virality Potential
Shareable Short-Form Content
One of TikTok’s strengths is its emphasis on short-form video content, which is highly shareable. Short videos have seen dramatic engagement spikes, making it easier for any brand to go viral if the content resonates -even if it is just 15 seconds long. For jewellery brands, showcasing a new product line or a creative behind-the-scenes video can quickly capture attention and be shared widely.
Take Vinx of London as an example. Despite having 10.2k followers on TikTok, each of their videos garners significantly higher views, often reaching thousands of people. This demonstrates how short-form content can achieve impressive engagement and visibility, effectively showcasing new product lines or behind-the-scenes moments to a broad audience.
Algorithms Favouring Creativity
TikTok’s algorithm is designed to amplify creative and engaging content. When content receives likes, shares, and comments, it gets pushed to more users’ ‘For You’ pages. This feature is aligned well with jewellery brands, where visual appeal plays a significant role. Jewellery brands can leverage this by participating in trends or starting their own to maximise reach and engagement.
Trend Participation Boosts Visibility
Trend participation is another way that TikTok enhances virality. The last 12 months saw various jewellery-related trends gaining traction—from ‘jewellery stacking’ to ‘DIY jewellery tips’. Participating in these TikTok trends boosts visibility and positions your jewellery brand as current and relevant. Trend participation is often a low-cost, high-reward strategy that pays dividends in engagement and sales.
Direct Sales Options
TikTok Shop Integration
TikTok’s integration of the shop feature has been a game-changer. More brands are now adopting TikTok Shop to sell directly within the app. TikTok says that 1 in 4 TikTok users are more likely to buy through TikTok LIVE because they can actually see the product in action, rather than just pictures. Plus, 62% of people who use TikTok weekly have shopped or engaged in some e-commerce activities on the app, making it a lucrative avenue, especially for jewellery brands. This feature allows users to view products and make purchases without leaving the app, streamlining the buying process – convenient!
Jewellery brands like Bohomoon have capitalised on this opportunity, selling over 51.8k products on TikTok Shop. They excel by creating short, engaging videos that resonate with people and offering a streamlined shopping experience within the app. Their TikTok Lives provide a real-time view of their jewellery, enhancing the shopping experience beyond static images. Bohomoon also conducts flash sales and interacts directly with viewers during these live sessions, allowing for immediate purchases straight from the live broadcast.
Seamless Transition from Video to Purchase
Seamless transitions from video content to purchase pages have effectively reduced friction in the buying process. When users see a piece of jewellery they like in a video, they can directly navigate to the product page and make a purchase. This model has led to a higher conversion rate than traditional platforms where users must leave the app to buy.
Ways to Shop on TikTok
TikTok Shop offers four seamless ways to shop. Here’s how it works:
- Live Shopping: Engage with your audience through live broadcasts where viewers can tap on pinned products or use the shopping basket icon to purchase directly during the live stream.
- Shoppable Videos: Enhance your in-feed videos with shoppable links, allowing users to tap on products and the shopping basket icon to buy directly from your content.
- Product Showcase: Enable users to explore and shop your jewellery collection directly from your brand or creator account, providing a streamlined shopping experience within the app.
- Shop Tab: Centralise your product assortment, shoppable content, and promotional campaigns in one convenient location for users to discover and explore.
In-App Analytics Tools
TikTok provides robust in-app analytics tools that help track performance. These tools allow jewellery brands to understand which content is driving sales, engagement, and other key metrics. By accessing these analytics, brands can refine their TikTok strategies, ensuring they effectively target their desired audience. The insights gained from these analytics have been pivotal for brands looking to optimise their social commerce efforts.
Conclusion
TikTok Shop for jewellery brands proves to be a transformative tool for boosting online sales. With Tiktok’s extensive user base, emphasis on short-form, shareable content, and streamlined shopping features, it offers a unique opportunity to stand out in a crowded market. Success stories like Bohomoon and Vinx of London illustrate how effectively this platform can drive engagement and sales through captivating videos and direct purchase options. So, is TikTok shop for jewellery brands worth it? TikTok Shop is undoubtedly the way to go if you’re ready to improve your jewellery brand’s digital presence and connect with the right audience.
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Recommended read: TikTok Algorithm Explained: How Content is Ranked and Featured
