How To Sell on TikTok in 2023: The Ultimate Guide | Lengow Blog (2024)

To sell or not to sell on TikTok? That is the question many brands still ask themselves.

But here is what you need to know: TikTok has taken over the internet and if you want your brand to be relevant and reach the younger generations you need to be present on this marketing channel. In case you work for a brand that didn’t succeed on TikTok yet you should know that you might need to rethink your strategy.

In this guide discover how you can effectively offer your products on TikTok in 2023, following the example of brands like Pimkie that trusted Lengow to become one of the first players in Europe on TikTok’s Dynamic Product Ads.

Overview of TikTok for Business

TikTok in Numbers

Preparing your marketing strategy for 2023 means looking at the latest market trends and there is no doubt that TikTok is one of them. Of all social media platforms, in the second quarter of 2022, TikTok was the one where users globally spent the most time (around 95 minutes per day). Thanks to this platform businesses can not only create brand awareness through creative video content but also sell on TikTok through either ads or in-app shopping functions (available in selected countries) and thus advance their e-commerce strategy.

With over 1 billion monthly active users worldwide and a presence in over 150 countries, this social media platform has revolutionised the way online content is consumed and has even aggravated the conflict between two superpowers, China and the United States. If this once-considered “silly dance-video fad” made it to one of the top social media channels in the world, why waste the opportunity of reaching such a large audience?

According to a global survey conducted in April 2022, around 1 in 4 TikTok users were women aged between 18 and 24 years, who made up the majority of the platform’s audience. Male users belonging to the same age group represented 18% of the global audience. However, despite what some brands might think, TikTok is not a social network only for gen z. In fact, around 30% of all users are aged between 25 and 34 years and the other 30% are distributed across the older age groups. Overall, female TikTokers from all age groups are more active than men, so if your business targets this audience you should consider starting advertising on TikTok now.

Are TikTok Ads Worth it?

One question many brands ask themselves is whether it is wise to invest in TikTok ads or not. Our answer is: Yes. Of course, having a TikTok Business Account, which allows you to see the performance of your content and get your audience to reach out to you, is the first big step for your business on the platform. However, creating an advertising campaign through TikTok Ads Manager can benefit your brand in many ways, which we have listed below:

  • The leader in ad equity worldwide. Compared to other social media platforms TikTok is perceived as the best environment for displaying ads, for both companies and audiences.
  • An ever-growing user base. Over 1 billion people from all corners of the world use TikTok every month.
  • Gen z favourite social platform. Brands that want to reach younger audiences (18-24 age demographic) should be present on TikTok.
  • Appealing short-form video format. TikTok allows businesses to advertise creatively and quickly capture users’ attention.
  • Branded hashtags generate a median engagement rate of 17.5%. By creating hashtag challenges TikTokers are able to generate content for brands which results in high engagement.
  • Multiple advertising options. Brands have various ways to reach their target audience which helps to tailor ads for each segment group.

5 Steps to Sell on TikTok like an Expert

How To Sell on TikTok in 2023: The Ultimate Guide | Lengow Blog (1)

Step 1: Define Your Objectives

If you want to sell on TikTok, you should establish some core objectives for each campaign that you start. Since TikTok’s ‘native’ social commerce solution, TikTok Shopping, is still not available in Europe (only in the USA, the UK, and some countries in Asia), brands have to rely on ads to promote their products.

Luckily for you, TikTok Ads Manager offers you the possibility to choose from three main objectives:

  • Awareness: Reach as many viewers as possible (TOFU).
  • Consideration: Generate as much traffic/ leads as possible (MOFU).
  • Conversions: Make as many viewers as possible take action/ buy (BOFU).

Step 2: Target your Audience

Once you know what you want to achieve with TikTok ads, the next step is to define your target audience. Remember that although your overall target group might be very heterogenous (e.g. various age groups, genders, and interests), you can create campaigns or ads that appeal just to one specific segment. Once again TikTok Ads Manager has the filters you need to select the specific attributes that represent your desired audience. Another tip you should consider is diving deeper into the kind of content being posted for and by your customers so you know how to communicate to them.

The targeting options include:

  • Demographics
  • Audience
  • Interests & Behaviours
  • Targeting expansion
  • Device
  • Targeting recommendation

How To Sell on TikTok in 2023: The Ultimate Guide | Lengow Blog (2)

Step 3: Choose the Right TikTok Ad Type

As mentioned above, one of the many benefits of TikTok ads is their variety. When your target audience is clear you should decide on which ad types to focus on. There are four different types of ad placements: In-feed, Detail Page, Post-roll, and Story. In addition, there is a differentiation between those ads managed by yourself (In-feed TikTok Ads) and those managed with a TikTok Sales Representative (TikTok Ads for Managed Brands):

  • In-feed TikTok Ads: These ads appear within the feed of the users and are created with TikTok Ads Manager (categories: image ads, video ads, spark ads, Pangle ads, carousel ads).
  • TikTok Ads for Managed Brands: Some brands can have access to exclusive ad formats by working alongside a TikTok Sales Representative. These are the available formats: Ads TopView ads, Branded Hashtag Challenge, and Branded Effects.

You can either create ads from scratch using videos and images you previously produced or you can also transform TikTok posts from your business account into ads. In case you opt for the latest make sure you select posts that generated high engagement rates because those will very likely be suitable to reach your campaign objectives.

Step 4: Create Authentic Content

Overall, when it comes to advertising on TikTok the app itself recommends “not making ads” per se, which means being authentic and trying to act as a creator instead of an advertiser. Not only should you create ads that inspire and look just like another piece of content from your page but also ensure your own profile has had enough organic content beforehand so your brand can seem more credible and trustworthy to the audience.

In order to be perceived as more authentic to the public try to work with influencers, for instance, since a familiar face to your audience will make it easier to trust your products.

Step 5: Automate the Implementation of Dynamic Product Ads

TikTok’s Dynamic Showcase Ads (DSA) or Dynamic Product Ads enable brands to promote their products in real-time with personalised video ads. If you belong to one of those companies that want to advertise thousands of products then you might think that creating each ad one by one is very time-consuming. But, did you know that you can automate this process?

Thanks to Lengow, the fast-fashion brand Pimkie was able to do just that and showcase over 2,000 products only 15 days after deciding to launch on TikTok. Thanks to Lengow’s product ads solution Pimkie became France’s first brand to publish Dynamic Product Ads on TikTok and was able to achieve:

  • +1M in user coverage
  • 78% of impressions on users under 25 years old
  • +10 points new customer acquisition rate via the website since the launch of the campaigns

Thanks to Lengow, we are the first French brand to run TikTok dynamic product ads with an innovative, affinity-based, and conversion-oriented platform!

Alexandra Schryve

Traffic & Analytics Manager @ Pimkie

Pimkie Case Study

Successful launch of Pimkie on TikTok Dynamic Product Ads with Lengow …

Learn more

Conclusion: Sell on TikTok like an Expert

The steps above will guide you through your journey as a TikTok advertiser and help you sell effectively thanks to product ads solutions like Lengow. With Lengow you can have a full overview of your ad campaigns and start selling like a pro in no time which will give you the competitive advantage you need in such a difficult year like 2023.

Sell on TikTok like an Expert!
How To Sell on TikTok in 2023: The Ultimate Guide | Lengow Blog (2024)


How To Sell on TikTok in 2023: The Ultimate Guide | Lengow Blog? ›

Dropshipping includes promoting and selling products via TikTok shop while not holding any inventory and buying products as needed from other suppliers. Once an order is placed, you work hand in hand with another supplier to complete the shipping process.

What is the TikTok strategy for 2023? ›

TikTok Strategies for 2023
  • Encourage comments.
  • Post regularly.
  • Hop on trends.
  • Use hashtags.
  • Run TikTok ads.
  • Review your TikTok analytics.
  • Have fun.
  • Thrive on TikTok in 2023.
Mar 7, 2023

How to start selling on TikTok? ›

How To Sell On TikTok
  1. Create your account. ...
  2. Switch your account to “Pro”. ...
  3. Create content. ...
  4. Engage with your audience. ...
  5. Utilize influencer marketing. ...
  6. Promote user-generated content. ...
  7. Explore other selling options on TikTok. ...
  8. Take advantage of TikTok's resource center.

What are the best selling products on TikTok? ›

Discover winning products in your region and category.
Perfume Beauty & Personal Care/Makeup & Perfume/Perfume60K8.2%
Cases, Screen Protectors & Stickers Phones & Electronics/Phone Accessories/Cases, Screen Protectors & Stickers56K13.84%
T-Shirts Menswear & Men's Underwear/Men's Tops/T-Shirts40K12.6%
17 more rows

How to sell on TikTok Shop without inventory? ›

Dropshipping includes promoting and selling products via TikTok shop while not holding any inventory and buying products as needed from other suppliers. Once an order is placed, you work hand in hand with another supplier to complete the shipping process.

Who makes the most money on TikTok 2023? ›

Highest-paid TikTok stars 2023

In 2023, it was estimated that TikTok video creator Charlie D' Amelio had annual earnings amounting to 23 million U.S. dollars. Earnings include advertising revenues as well as sponsored content and event appearances.

How to increase sales on TikTok? ›

How to drive traffic from TikTok
  1. Set up Shopify access. If you want to sell merchandise on TikTok, setting up your Shopify access is vital. ...
  2. Invest in TikTok ads. ...
  3. Partner with TikTok influencers. ...
  4. Take advantage of popular hashtags and trends. ...
  5. Engage your audience.

Is selling on TikTok Shop worth it? ›

Is It Worth Selling on TikTok Shop? Yes, it's worth selling on TikTok Shop. With historically low referral fees, low cost-per-acquisition, and an engaged audience of 1 billion people, there's really no reason for your brand not to be selling on TikTok.

What is the TikTok selling fee? ›

You can register for free as a seller, but TikTok currently takes a 2% commission combined with a 30 cents per transaction fee from merchants, with plans to increase that to 8% in July. When setting up a Shop on TikTok, sellers should read the company's list of prohibited items.

How much do people make selling on TikTok? ›

How much does TikTok pay per view? Top creators have revealed that TikTok pays between $0.02 and $0.04 per 1,000 views through the Creator Fund program. If you do the math, that's $20 to $40 for a million views.

How do I find a product to sell on TikTok? ›

If you have a specific product in mind, you can use the search function to find it quickly. Simply enter relevant keywords or product names, and TikTok Shop will provide you with a list of matching results. This is particularly useful if you are looking for popular or trending items.

What is the most successful business on TikTok? ›

Also, lean into your brand advocates who may be willing to share their experiences on social media.
  • Gymshark. Gymshark is one of the leading fitness brands on TikTok, reaching 2 million followers in only six months. ...
  • The Washington Post. ...
  • San Diego Zoo. ...
  • Duolingo. ...
  • Crocs. ...
  • Scrub Daddy. ...
  • Heider Real Estate. ...
  • Squishmallows.
May 22, 2023

What kind of content is most successful on TikTok? ›

Here are the top 10 types of content to boost engagement on TikTok.
  • Latest trends.
  • Product tutorials.
  • Branded hashtag challenge.
  • Live stream.
  • Industry-specific facts.
  • Behind-the-scenes.
  • Q&A sessions.
  • Influencer marketing.
Jan 15, 2024

How do I start a TikTok seller? ›

How to set up TikTok Shop
  1. Create a business account on TikTok. Creating a business account is simple—and free. ...
  2. Register for TikTok Shop. Navigate to the seller registration portal and fill out the application. ...
  3. Wait for the results. ...
  4. Link your account and get selling.

Can you sell directly from TikTok? ›

Powered by TikTok's unique discovery engine, TikTok Shop enables brands and creators to showcase and sell products directly on TikTok, through a suite of in-app shopping touchpoints. Promote, sell and engage with your audience, all in real time. Create entertaining videos with your products just a tap away.

What is the difference between TikTok Shop and TikTok seller? ›

For creators, TikTok Shop offers a seamless and intuitive UI that allows you to effortlessly promote and monetize your content. On the other hand, sellers benefit from an array of seller-centric features that enable them to showcase their products and connect with customers effectively.

What are the trend predictions for TikTok 2023? ›

They're hearing compelling stories from real people. In 2023, TikTok-first entertainment will inspire people to test out new products and ways of thinking and behaving. What's Next? People don't buy (skincare) because of the ingredients.

How does the TikTok algorithm work in 2023? ›

TikTok's algorithm works by analyzing thousands of signals by a user to determine what kind of content they most want to see. These signals — things like likes, comments, follows, and how long they spend on a particular video — determine what videos appear on their 'For You' page and in what order.

What is happening to TikTok 2023? ›

The Biden Administration banned TikTok on devices used by federal employees. March 2023. The FBI and U.S. Department of Justice launched an investigation into allegations that TikTok spied on American journalists. Chew appeared before the House Energy and Commerce Committee to defend the application.

What strategy does TikTok use? ›

TikTok's algorithm tailors content to users based on their likes, shares, and engagement. Therefore, creating content that aligns with your target audience's interests can increase your chances of appearing on their 'For You' feed.

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