To run a TikTok account for your store, prepare product videos that answer specific customer questions. In each video, show a use case, the relevant features, and one next step. Decide who selects products, checks information, films, publishes, and responds to inquiries.
Check results using video and profile metrics. Record inquiries and purchases separately: organic results in Business Suite do not include reporting on conversion events—actions such as completing a purchase. So do not treat view counts as sales counts.
Build each video around one customer task
Choose a question you can answer by demonstrating the product. For example, how to check a bag’s size, compare two ways of fastening it, or see what is included. Write a short script: the customer’s situation, a product demonstration, an explanation of the relevant feature, and a next step.
In its recommendations for ad videos, TikTok suggests starting with a familiar situation or problem, showing the product naturally, and ending with a clear benefit. Use this structure as a starting point for your store’s script. Show the task you will address right away.
Make features, price, or offer terms visible on screen or in text. TikTok recommends presenting them so viewers can understand the content without sound. Before publishing, watch the video with the sound off: is it clear which product is shown and which feature is being explained?
Name one next step
End the video with a specific invitation: ask a question about the size, check what is included, or contact the store for help choosing. Choose an action customers can take through the options available on your account and that a staff member can handle.
Check the entire process before publishing. Who will see the inquiry? Who will check whether the product is in stock? What response will the customer receive? Agree on these steps with staff before inviting viewers to get in touch.
Hypothetical example: a video about a laptop bag
Suppose a store wants to show a bag to customers choosing one for carrying a laptop every day. The video’s task is to demonstrate the inner compartment and how to place the device inside.
- Start with a shot of a staff member placing a laptop in the bag.
- Show the compartment, fastener, and interior dimensions. Add the dimensions on screen after checking the specific product.
- End by inviting viewers to contact the store with their laptop’s dimensions to check whether it will fit.
This is a hypothetical script. Check the exact product you will show before filming. Do not generalize the result of a demonstration with one device to all laptop models.
Assign preparation and publishing tasks
Create a work plan with someone responsible for each stage. One person can handle several tasks, but for every video, decide who checks it before publication.
| Stage | Task owner’s responsibility |
|---|---|
| Product selection | Choose a customer question and a product to demonstrate. |
| Preparation | Check features, what is included, and offer information. |
| Filming and editing | Show the relevant details and add clear text. |
| Review and publication | Review the finished video, check the music, commercial disclosure, and next step. |
| Responses and assessment | Handle inquiries and record metrics for the chosen period. |
Business accounts can schedule posts through Scheduler in Web Business Suite. Use it for videos that are ready to publish. Set a schedule based on how much content the team can prepare, check, and support by responding to customers.
Check commercial disclosure and music
Under TikTok’s publishing rules, you must turn on the content disclosure setting for a post that promotes a brand, product, or service. To promote your own store, select Your brand; Branded content is provided for branded content.
Under platform rules, businesses cannot use the general music library for commercial use. When choosing music in Commercial Music Library, specify the campaign region and check the permitted placements. The library also has filters for theme, genre, mood, and duration.
Selected Commercial Sounds can be used for organic or paid content. For other licensed sounds, TikTok advises contacting your legal team to check that you have obtained the appropriate license.
Compare metrics across equal periods
Public TikTok business profiles have performance metrics and audience information. The Web Business Suite home page shows new followers, likes, profile visits, and video views.
For routine review, record these metrics over equal periods. Alongside them, note which topics you published, which next steps you suggested, and what inquiries you received. Based on the results, choose one specific change for the next video: clarify a feature, reshoot the demonstration, or simplify the call to action.
Compare trading results manually
In Torgsoft, «Аналіз реалізації за видами товару» (a report showing sales by product type) displays trading results broken down by product type. To compare them manually, enter the results in a separate table for periods of equal length. Alongside them, note which products were shown on TikTok and which offers were active in the store.
Compare changes in the relevant product types with your own records of videos, products, and offer terms. Also take into account changes in prices and product availability: they can help explain differences between periods. This comparison does not automatically determine which sales came from TikTok or a particular video.
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