To find out whether TikTok is bringing customers to your store, prepare a clear profile, choose how customers can order, and make videos that demonstrate your products. Assign a staff member to answer questions and record results. Assess the channel by completed orders and their financial contribution.
For the first month, choose three video formats your team can repeat regularly. In each video, show a specific product feature and explain the customer's next step: visit the store, send a message, or place an order on the website.
Identify your customer and how they can order
Before filming, the store owner should decide who the product is for and where orders can be fulfilled. For a local store, the city, district, address, and opening hours matter. For an online store, specify the delivery area, available ordering methods, and information the customer needs to provide.
Start with one specific need. For example, a bag shop could show styles for everyday commutes. A home goods shop could demonstrate how to choose an organiser to fit a drawer. This makes it easier to choose products to film and work out which questions to answer in the videos.
Choose one main way to order for each video. If you ask viewers to send a message, say exactly what to include: the model name, required size, or product code. If you direct them to your website, check that they can quickly find the product shown.
What to include in your store profile
- Store name and product category.
- City and address, if you invite customers to a physical store.
- Delivery area, if you accept remote orders.
- How to place an order and when customers can expect a reply.
Check the customer journey from another phone: open the profile, find the contact details, follow the link if one is available in your profile, or send a test message. The staff member handling the enquiry should be able to tell which product the customer means and what information is needed to place the order.
Show the product and explain its benefits
For the opening shot, choose an action or question related to the product. For example: “Will a laptop fit in this bag?” Then put a laptop inside, show the compartments, and state the measurements. Finish with a specific invitation: “Send us the model code and your laptop’s measurements, and we’ll check whether it fits.”
TikTok’s recommendations for video ads suggest a structure: capture attention at the start, show the benefits, and finish with a call to action. TikTok also recommends a 9:16 vertical format, a resolution of at least 720p, and keeping important elements clear of areas covered by the interface. Use these tips as a starting point for your own tests.
- In the first few seconds, show the product in use or ask a specific question.
- Demonstrate one feature: capacity, size, how it opens, what is included, or how to care for it.
- Add brief captions to help viewers understand what they are seeing.
- State details that help customers choose: size, option, price, or availability, if verified before publishing.
- End with one action for the customer.
Film so the product and the result of the demonstration are clearly visible. Before publishing, watch the video on a phone: is the text readable, can viewers hear the explanation, and do interface buttons cover the measurements or product code? The staff member responsible for selling the product should check its price and stock level.
Choose three formats you can repeat
The examples below are planning options. Adapt them to your range and show only features you can demonstrate.
| Format | What to film | Example opening | Customer's next step |
|---|---|---|---|
| Product in use | One action that shows the size, capacity, or how to use it | “What fits in this backpack?” | Send the model code and preferred colour |
| Compare two products | Both models using the same criteria: dimensions, material, and what's included | “Which of these two shelves will fit a 60 cm wide alcove?” | Send the measurements of the installation space |
| Answer a question | An answer to a real customer enquiry, with a clear demonstration | “How does this container open?” | View the product on the website or contact the store |
When comparing products, use the same conditions: camera angle, lighting, and set of objects. If the demonstration depends on a particular size or configuration, say so in the video. This helps customers understand the result correctly.
Plan four weeks of content
A sample plan is three videos a week, one in each format. This is a workable volume for a test. If the team cannot keep up with checking products and answering enquiries, reduce the number of posts to a manageable level.
| Week | What to do | What to check at the end |
|---|---|---|
| 1 | Set up the profile, check the ordering method, and publish three different formats | Are customer enquiries clear, and is there enough information to place an order? |
| 2 | Film the same formats with different products and take questions received into account | Which videos prompted enquiries about a specific product? |
| 3 | Repeat a format that led to an order, changing one element: the opening, product, or call to action | Did the result hold after the change, and is there enough stock? |
| 4 | Review enquiries, completed orders, returns, and costs | Which formats should continue, and what should change in the ordering process? |
For each video, record the product, topic, date, person responsible for filming, and ordering method. Assign a staff member to answer enquiries as well. In a small store, one person may handle both roles, but set aside time for filming, checking information, and responding to customers.
Prepare replies to customer enquiries
Prepare short reply templates covering stock, sizes, what's included, delivery, and how to order. Check any details that can change before sending a reply. It should help the customer take the next step: choose an option or provide the information needed to place an order.
For example: “This model is available in blue. The measurements are … . To place an order, send us the quantity you need in a private message.” Do not ask customers to post their phone number or delivery address in public comments.
Add recurring questions to your video plan. If several people are unsure about a product’s size, film a measurement demonstration. If they ask what is included, show every component. If customers get lost while ordering, check the instructions in your profile and the call to action at the end of the video.
Use music cleared for commercial content
For store videos, choose music from the Commercial Music Library, TikTok’s library for commercial use. According to TikTok’s instructions for the library, you need to select the campaign region and check the available placements when choosing a track. Selected sounds can be used in regular and paid TikTok posts, subject to their terms of use.
When adding a sound in a business account, commercial sounds are shown. A personal account offers a wider selection; to choose from TikTok’s commercial library, TikTok directs users to the Commercial Sounds section. Check the terms for the specific track before publishing. Separately, check permissions for using other people’s videos, photos, and customer materials, and for using music on other channels.
Track completed orders and costs
For each enquiry, record the date, product, video or ad that brought the customer in, and the outcome: question, order placed, order completed, cancellation, or return. You can identify the source using a separate link, a code shown in the video, or the customer’s answer. If you cannot identify it, mark it as “unknown”.
Views help you assess how widely a video has been distributed. To make spending decisions, you need to track completed orders and the amount left after the costs of fulfilling them. Do not count a cancelled or returned order as a completed sale.
Example advertising budget calculation
Suppose a product sells for UAH 800. Its purchase cost is UAH 500, and other variable costs per order are UAH 50. In this example, those costs include all costs incurred in fulfilling the order. The contribution from one sale towards advertising and fixed costs is:
800 − 500 − 50 = 250 UAH.
With an advertising budget of UAH 2,000, you need 2,000 ÷ 250 = 8 completed orders with the same contribution for their combined amount to cover the advertising cost. Eight orders contribute UAH 2,000. This calculation does not include the store’s fixed costs or any separate costs of producing the video.
Eight orders associated with an ad do not prove that the ad generated every one of them. Some customers might have bought the product without seeing the ad. To assess additional sales, compare the result with a period without advertising, taking into account changes in prices, stock, other promotions, and demand. This comparison also has limitations if conditions differed substantially.
What to decide after the first month
Keep formats in your plan if they led to product enquiries and completed orders. For videos that got views but no sales, check whether the offer is clear, the product is in stock, and the ordering method works. Change one element at a time and record the results before and after the change. Account for changes in prices, stock, other promotions, and demand: comparing results alone does not prove that a change in the video caused the difference.
Build the next plan around your team’s available time, video costs, and the contribution from completed orders. Before increasing the ad budget, check that the store can reply to customers promptly and fulfil additional orders.
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