• Watch time is the amount of time each viewer spends on the SV. For example 15 seconds.
• The longer the watch time the better, aim to achieve is a high “finish rate”, which is the numbers of viewers who finished watching the SV
• The shorter the SV, the easiest to have a higher finish rate - at the same time, the shorter the video, it is likely to be less informative, engaging and valuable.
• If your video is too long, users might drop, or if they sense you are forcing a cliff hanger just to get more time from them
• Recommended short video length is between 15-35 seconds

• Ask for questions, comments and thoughts
• Make content relatable, if talking about acne treatments use someone who has been through this experience, as the person will relay a more reliable POV
• Here, once the viewer realises the person in front of them is relatable and has gone through a similar situation, the viewer will become more incentivised to like, comment & share

• Non pixelated or video lagging
• Make sure to think about the lighting of the video, consider using a ring light to improve this
• Don’t take away the attention by having a background that can be too distacting
• Watch out for wind or echoes that might impact sound quality
• If filming a SV inside, use a microphone to ensure good audio quality

1. Promo+ Library - on the sound page, press Promo+ in the playlist section
   
2. Commercial Sounds - Click the 'Sounds' dropdown menu and select 'Commercial Sounds'
   

• Character
• Characters with distinctive style
• Eloquent and expressive
• Trendy IP collaboration
• Setting
  • Select precise content type that resonates with users
  • Tells the story and sparks interest
  • content consistency and coherence
  • Related to trendy topics

• Selling points

• Meet user needs
• Professional introduction
• Outstanding product value
• CTAs
  • Action of click reminder

• Engagement:
  • Grabs attention and gains trust
  • Motivate to share, comment and purchase
• Deligence:
  • Post regularly

• Identify your store positioning and target audience strategically.
• Figure out your advantages, strengths, selling points, provided services, and CTA offerings.
• Define your content type by objectives, and start drafting your content plan and calendar.
• Think carefully about your product selection.
• Test out which format works better for your account.

• Post organic videos regularly：The more content volume you create, the greater the opportunities to drive views and sales.
• Create teaser videos for LIVEs：To attract more traffic for LIVEs, publish teaser videos in advance on TikTok and other social media channels.
• LIVE short clips：Post such videos before, during and after your LIVEs to get more organic traffic.
• After-LIVE videos：Post videos (either short clips or origionals) to show your gratitude towards followers and remind them of your brands and values.

• During your cold-start period, you are recommended to run ads to grow your account, getting more accurate traffic and followers.

• Engaging videos to grab users' attention and thus gain more impression.

• Sales-driven videos to recommend products through articulation of versatile product details.

• Traffic-driven videos to warm-up and channel traffic to LIVEs.

• Without product links, more original

• With product links and/or ads

• With product links; mostly LIVE clips and previews

• Follow the latest trends
• Be Highly engaged and entertaining
• Show your daily routine

• Introduce your products with details such as using scenarios, functions, features and key selling points vividly.
• Tips for creating viral short videos:
  • Related to trending topics/hashtags
  • Content with distinctive yet consistent style
  • Ensure your content is in light of the product values, the persona, and user needs.

• Teaser videos for upcoming LIVEs:

LIVE warm-up:

• Introduce key info of your LIVEs, including best-sellers, special prices, go-LIVE schedules, campaigns, and incentives.
• Short clips of previous LIVEs:

Traffic driver:

1. Capture the highlights of your previous LIVEs
2. Edit and incorporate these LIVE clips into one engaging short video
3. Post it with ad promotion for traffic boosting

• Increase brand exposure
• Accumulate followers
• Enhance user interaction
• Increase user retention

• Increase sales
• Highlight product values
• Generate product exposure
• Obtain feedbacks for follow-up product assortment

• Drive traffic to Livestreams and campaigns

• Views/impression (PV/VV)
• The coverage rate of TA;
• The number of comments and likes; new followers

• GMV
  • GPM (C_O, CTR, AOV)
  • Views/impression (PV/VV)

• Views/impression (PV/VV)
• the number of likes, comments and shares, watch-through rate;
• Entrance rate/conversion rate

• Recommended categories:
  1. Food & Beverage: #cooking, #easyrecipes
  2. Home & Living: #diy
  3. Fashion: #sewing #howtostyle
  4. Beauty: #makeuptutorial

• Recommended categories:
  1. Beauty: #beforeandafter
  2. Home & Living: #curlingiron
  3. Fashion: #clothinghaul

• Recommended categories:
  1. Electronics:
  • e.g. Camera evaluation
  1. Food & Beverage: #originalfood
  • e.g. Introduce the origin of ingredients
  1. Beauty: unboxing #givemecosmetics

• Recommended categories:
  1. Fashion: #mensfashion
  2. Beauty: #asmrroleplay
  3. Home & Living:
  • e.g. Cactus toy:
    When the baby saw the cactus toy for the first time

Notes:

• Suitable for teams that can produce scripts of storylines, shoot and edit videos for product demostration

• Provide customers with immersive experience of production processes to increase engagement rate and retention rate
• Give users a sense of companionship to increase LIVE watch time
• Display product details to make products more attractive to customers so as to increase sales volume

• Verify customers the effects of the product through real-person evaluation so as to increase credibility and customers’ willingness to buy

Eg. "I'm using it..."

• Highlight the unique advantages of the product through comparisons so as to stimulate customer purchase intention

• Establish emotional links with audiences through real-person verbal promotion so as to increase LIVE retention rate
• Recommend the products through in-depth explanation so as to increase sales
• Trigger curiosity and draw users into Livestreams for further content to improve views and impression

• Present product values unwittingly and smoothly to increase product exposure
• Attract audiences that are driven by stories to gain more views and to accumulate more followers
• Build persona: Build a unique persona to deepen the impression.

• On-screen text overlay
• Be engaging and authentic
• Document the journey
• Stimulate curiosity of viewers

Begin with a question

• Be real and immersive

eg. real-life scenarios to resonate with targeted customers.

• Vivid comparisons (before v.s. after)

• Presenter with strong character
• Call out FOMO/CTA messaging
• Controversial

Eg. “stop using XXXX...”

• Be fun, entertaining, and creative
• Fast-paced storytelling
• Follow the latest trends
• Sound on

• Handmade Bag

• Eyelash extensions at home

• Orthodontic braces

• Moblie Phone

• Shampoo

• Fashion
  • Fast-paced
  • Trending music as BGM
  • Engaging and creative

• Capture the most engaging & heart-stirring moments during Livestreams

• Demonstrates products' functional and emotional benefits through comparisons

• Call out special offers with reasonable promo motivation.
• Avoid giving an association between low price and poor quality.

• Drive traffic to Livestreams through previous live-clips to increase LIVE views.

• Drive traffic to Livestreams/store through strong product demos.

• Drive traffic to Livestreams/ store through sales promotion.

• Low operation costs and easy production process so as to increase ROI
• Generate continuous traffic for live sessions so as to improve retention and conversion

• Trigger viewers' curiosity for further information so as to drive traffic to Livestream
• Stable traffic and strong conversion rate

• Create a sense of 'value for money' to decrease return & refund rate
• Stable traffic and strong conversion rate

• HeyTea:
  • Introduce the discount bundle and attract the audience to Live.

• Beauty

• Rotation faucet:
  • Grab the user’s attention by showing the key selling points in the beginning
  • Demo using scenarios - washing hair easier

• Beauty
  • Authentic
  • Price-cheap/value for money

1. Make it feel like a regular SV

• People don’t like being sold something straight away
• The best performing EC SVs content is that content that doesn’t feel intrusive to the user, it is perfectly inline with the content they actually want to consume

2. Think carefully about product selection

1. Great bargain for consumers (example)
   1. Doesn't mean cheap products, but making consumers feel like they have got a great bargain.
   2. A great bargain can be something with very competitive pricing or something that makes consumers feel like they are getting a lot (quantity and variety) for the price offered.
2. Love at first sight products (example)
   1. Attractive packages or eye-catching design will likely to generate more views for your short videos and livestreams.
3. Easy to present (example)
   1. Products that are exactly the same as shown in livestreams or short videos.
   2. These types of products, when presented well, can help consumers to buy on the spot without having to try or feel it themselves.
4. Wide appeal (example)
   1. Key product strategy for cold start livestreams.
   2. When the account just starts going live, the recommendation system will push the stream to generic viewers to test which label is applicable for this livestream.
   3. Therefore, having some products that have wide appeal will increase conversion from the start.
5. Products that have high sales potential (example)
   1. Use data from other channels as well as the TTS Seller Centre to identify products that have high sales potential.
6. Innovative products (example)
   1. Unconventional products that surprise consumers by its uniqueness and practicality. Products that offer a solution to every day problems from an innovative angle.

3. Target the audience strategically

• In EC SVs, the products search for the consumers, not the other way around
• Once you have selected the product, think carefully about who you are addressing this content to
• Use clear, fun captions using relevant hashtags
• Consider promoting EC SVs as this will also dramatically increase reach

4. Clear call to action

• For unfamiliar users, purchasing via an EC SV might not be intuitive
• This is why the presenter should guide the viewers through the shopping funnel
• You can either get the host to verbally guide the user to the product link, get them to point towards the items or utlise the in-app sticker arrows to signal this

5. Repeat and scale

• Consistency creates habits.
• Consistency creates trust.
• Top SV performers post on average 3-4 SV per week using different formats, lengths, price points and hashtags helping them stay relevant, gain followers and stay top of mind

• Select products that align with your brand's image. The style and tone of the videos match product features and functions.
• Best Practice

• Analyze your follower persona, experiment, gain learning and feedback on what they expect to buy.
• Best Practice

• Keeping up with trends acts as purchase motivation or shoppers. Choose products that are relatively trendy, exclusive, entertaining-able.

51% of TikTok users follow a trend-driven path to purchase. Many of them discover a product through trends, interact with trending videos when considering buying, and are motivated to make purchases by these trends.¹

Source:

• Like the video
• Leave comments and interact

• Click through rate
• GMV

• Click through rate to profile
• follow rate

• Memorable first impression

• Be thought-provoking

• Emotional resonance
• Encourage users to leave comments

• FOMO

• Word of mouth
• Promote values causes and identities

• Trust and loyalty

• Ask questions
• Put video highlights at the begining
• Closed captioning
  

• Document the journey/step
• Voiceover
• Varied scenes
  

• Spoken advocacy with emotions
• Real-life sharing
  

• Call to action
  

• Call to action
  

• Call out incentives
  

• Followers are relatively loyal to the account and show a long tail effect. Long-term follower operation is required.

• Use paid traffic to drive organic traffic
  • During the account start-up period, you can buy traffic to build up the account quickly.
  • During the growth period, you can use paid traffic to get accurate users, improve LIVE quality, and continue to obtain traffic (high-quality content, long-tail organic traffic).

• The number of short videos
• Frequency

• Organic traffic
• Paid traffic
• Private domain traffic / followers

• User value (stay time, retention, etc.)
• Followers
• Second-time reach (tag other users in the comments, improve the retention of other/more users)
• Engagement rates (likes, comments, shares)

• Click through rate (videos, product links)
  • Guide users to click the product links.
  • Enhance the connection between video content and products.
• Payment rate
• Average Order Value

• High-definition to show the result or effect in detail
• Appealing products
• Accelerate visual storytelling

• Include a special offer (eg. Discounts, flash sales)

• Build good first impressions and immersive watching experiences

• Present sharp before v.s. After contrasts, no hard selling

• Highlight key takeways or products in the first 3s

• More full-body shots to demo outfits
• Overlay concise & informative text for each outfit
• Creators' performance skills and body language matter
• Keep your content inspiring and relevant

• Exaggerated and humorous performance + special transition effects

• Useful dressing tips for various occasions/items/body types

• Pull off the best look from head to toe

• Use voiceover or overlay tag to explain the product benefits

• Informative text or voiceover to deliver professional content
• Trustworthy, eloquent and knowledgeable hosts

• Fully display the product's functionality with informative and detailed introduction

• Guide customers to use the product step by step

• Let the creators speak for you

• Break the 4th wall

Address the viewer directly

• Document cooking steps in details

• Fast-paced music + eye-catching presentation + humorous content

• Recommended topics: #eatwithme/#chewingasmr

• Authentic experience through immersive dining routine

• Real-life scenarios
• Creative is a plus

Discover the novelty of your products

• Voiceover "new arrival"+ host's surprised emotion

• Real-life pinpoints + product solutions

• Put selling points into real-life scenarios

• Ride the latest trends, effects, or music

Most shoppable videos have VO

Authentic/utility/educational

Show strong connection between the creator and the merchandise

Turn off BGM allows the audience to focus more on instructions.

Fun, humorous behavior

Longer videos tend to have better GPM, CTR and CVR, vv, Like rate