by LEE PARKHURST, Chief Fun Officer, Parkhurst Marketing
I had the privilege of participating in the first-ever toy launch on TikTok Shop, working closely with TikTok HQ to lay the foundation for the toy and game category. Since then, I’ve helped numerous brands leverage TikTok’s unique capabilities to drive consumer awareness and build excitement with retail buyers worldwide.
The Biggest Learnings So Far
TikTok is not just a social media platform; it’s a cultural phenomenon and e-commerce powerhouse that is transforming connections between brands and consumers. With more than 1 billion active users worldwide, TikTok offers unparalleled reach, particularly among Gen Z and millennials. Because its algorithm promotes content based on engagement rather than followers, even the smallest toy and game brands have a shot at going viral on TikTok without the need for expensive celebrities or outrageous paid media budgets.
For toy and game makers, TikTok provides an opportunity to showcase your products in action. The platform’s short-form video format is perfect for demonstrating how toys and games are played, highlighting their fun and interactive features. Additionally, TikTok’s community-centric nature encourages user-generated content (UGC), fostering a sense of authenticity and trust among fans and followers.
The impact of TikTok extends beyond marketing into product development and how toys are made. Trends on TikTok can quickly shape consumer preferences, and savvy brands are leveraging this to inspire new product ideas or re-imagine existing products with TikTok-style content creation in mind. By staying attuned to viral content, popular themes, and emerging trends, companies can develop more toys and games that resonate with the current market.
Six Tips to Make the Most of Your Efforts on TikTok Shop
- Maximize TikTok Ads: TikTok has a multitude of advertising options that can work with any budget. From spark ads with creators to branded showcase and shopping ads, it won’t break the bank to run tests on what works best for your products.
- UGC > Branded Content: Stop overthinking the production value of your videos! Real, authentic UGC resonates more with TikTok audiences. Traditionally, UGC earns 6x more views than branded content.
- Select the Right Content Creators: Choose creators who genuinely fit your brand and produce high-quality, engaging content. It’s okay if they don’t have an extensive fan base; you can add paid media to sponsor their content and increase traffic.
- Trend Participation: Only jump on trends that align with your brand. Selective participation in the right trends helps build a strong brand personality rather than seeming desperate or confusing.
- Plan and Analyze: Failing to plan is planning to fail. Prioritize ongoing analysis and thorough testing. Your strategy is only as good as the data behind it. Around 43% of TikTok users discovered a new brand through ads on TikTok, demonstrating the app’s strength as a brand awareness tool.
- Don’t Wait: As the holiday season approaches, NOW is the time to get your brand started on TikTok Shop!
A version of this feature was originally published in The Toy Book’s 2024 LA Fall Toy Preview Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
