Highlands recently participated in a GS1 UK webinar, along with TikTok, to discuss the best ways brands can start selling through TikTok Shop. Jonathan Livingstone, Head of Live + Social at Highlands, was one of the hosts and shared with us his key takeaways brands should keep in mind as they strategize for TikTok:
1. Don’t hold back
Jon insisted that brands shouldn’t be afraid to make mistakes. “Don’t hold back! The sooner you dive in, the better. Whether you start with creating video content or going live, it’s vital to jump in and not be afraid to make mistakes.”
2. AB(M)C
Jon’s second key takeaway is always to be making content. “Whether you’re a B2B brand or D2C, content is king and will always make a big impact.”
3. Partner up
He also believes that partnering with an insider is crucial to success, “It’s integral to partner with an insider with the skills necessary to generate sales and help you build brand awareness. As a partner with TikTok, Highlands can help you gain the most value and set yourself up for success on all social platforms.”
If you’re worried that your brand may not perform well on the platform, think again! According to Jon, any product can do well if it’s innovative and eye-catching, “Beauty and fashion have historically performed best on TikTok, but the reality is that anything can sell if it’s innovative and has a price point that pulls customers into their ecosystem. TikTok is ultimately a search engine for consumers, particularly Gen Z, so anything that’s discoverable, from cleaning supplies to office products, can do tremendously well on the platform.”
Brand size also has no effect on your potential success on TikTok; as Jon states that mindset is everything, “Any brand, whether big or small, can do well on the platform! It’s all about your mindset”
As we look ahead to the future, Jon believes that TikTok will remain a big part of consumers’ daily life, “TikTok has become a massive part of people’s everyday lives, and it’s not just TikTok Shop but live shopping in general. It bridges the gap between the physical and digital, driving more eyeballs to your brand and giving you opportunities that wouldn’t have existed just a few short years ago.”
Watch the entire GS1 UK webinar with Jon and the TikTok experts here.
