Feeling overshadowed by giant brands on TikTok Shop? You’re not alone. While big brands may have larger budgets, influencer deals, and extensive resources, there are plenty of ways for smaller and medium-sized brands to carve out their own space and compete effectively. In fact, many smaller businesses have already cracked the code to stand out and succeed on TikTok Shop. Here’s how you can outsmart and outshine your competitors, no matter their size.
1. Embrace Your Unique Brand Voice and Niche
The Challenge:
Big brands may have a broad, generalized approach that appeals to a wide audience, but as a smaller brand, you can be more specialized and targeted. While mass-market campaigns work for the giants, there’s power in niching down.
How to Compete:
- Find your niche: Rather than trying to be everything to everyone, define your unique value proposition. Whether it’s eco-friendly dental products, innovative whitening solutions, or a focus on oral health for a specific group, define what sets you apart.
- Tailor your content: Create content that speaks directly to the specific needs, values, or interests of your target audience. TikTok users love niche communities, and your content will feel more personal and engaging.
- Example: If your dental brand focuses on eco-friendly toothbrushes, create content around sustainable oral care routines, share tips for reducing plastic waste, and feature testimonials from users who value sustainability.
2. Leverage TikTok’s Organic Growth Potential
The Challenge:
Larger brands often have hefty advertising budgets to boost their reach, but you don’t need deep pockets to thrive on TikTok. TikTok’s algorithm rewards creativity and engagement over ad spend, making it possible for smaller brands to gain massive organic reach.
How to Compete:
- Create authentic, engaging content: Focus on producing videos that are fun, creative, and resonate emotionally with users. TikTok users value originality and humor, so don’t be afraid to experiment and showcase your personality.
- Use trending sounds and challenges: Join viral challenges, use trending music, or create your own challenge. By riding the wave of popular trends, your content can reach a wider audience without having to pay for ads.
- Example: If you sell a unique dental whitening kit, create a before-and-after video with a trending sound, encouraging users to try it for themselves and share their results with a branded hashtag.
3. Build Strong Relationships with Your Audience
The Challenge:
Big brands often struggle to create deep personal connections with their customers due to their size and broad approach. Smaller brands can capitalize on this gap by cultivating a loyal community around their products.
How to Compete:
- Engage with your followers: Reply to comments, thank customers for tagging your brand in posts, and show that you care about your audience’s opinions. TikTok thrives on interaction, and consistent engagement boosts your visibility on the platform.
- Leverage user-generated content (UGC): Encourage your customers to create content using your products and share their reviews or experiences. UGC creates trust and social proof, making your brand more relatable and trustworthy.
- Example: Ask customers to share their “first-use” experiences with your whitening products. Repost their videos or create a mash-up to build a sense of community and trust.
4. Use Micro-Influencers and Niche Partnerships
The Challenge:
Bigger brands can afford high-profile influencers, but that doesn’t mean you can’t use influencer marketing effectively as a smaller brand. Micro-influencers (those with smaller, engaged followings) are often a better fit for niche products.
How to Compete:
- Partner with micro-influencers: Find influencers who align with your brand’s values and have a strong connection with a smaller, engaged community. Micro-influencers typically offer higher engagement rates and a more targeted audience at a fraction of the cost.
- Focus on niche markets: Work with influencers who specifically focus on topics related to your product—whether it’s dental health, sustainability, or wellness.
- Example: Reach out to a micro-influencer in the eco-friendly space who can show how your toothbrush aligns with sustainable living. Their authentic endorsement can have a more significant impact than an expensive celebrity endorsement.
5. Focus on Building a Unique, Engaging Brand Presence
The Challenge:
Larger brands often have established reputations and massive budgets for advertising, which can make them more visible. But as a smaller brand, you can build a more engaging and distinctive presence that resonates with users on a personal level.
How to Compete:
- Invest in high-quality, creative visuals: Ensure your videos stand out visually. Whether through lighting, unique editing techniques, or creative storytelling, make your content eye-catching and memorable.
- Craft a compelling narrative: Your brand’s story can differentiate you from the competition. Whether you’re a family-owned business or a mission-driven brand, sharing your journey can create an emotional connection with customers.
- Example: Tell the story of why your brand was created—whether it’s about solving a specific dental problem, helping people achieve healthier smiles, or promoting a sustainable lifestyle. A strong narrative helps people connect on a deeper level.
6. Offer Exclusive Deals and Limited-Time Offers
The Challenge:
While big brands might offer regular sales and discounts, smaller brands can be more agile and creative with their promotions. Creating exclusivity or urgency can help you stand out.
How to Compete:
- Run limited-time promotions or flash sales: Use TikTok’s “Shop Now” feature to run time-sensitive deals, offering your followers an exclusive discount if they buy directly from TikTok Shop.
- Create bundle offers: Encourage multiple purchases by offering bundled deals or discounts for buying in sets.
- Example: Offer a limited-time bundle of your top dental products (e.g., toothpaste, toothbrush, and whitening gel) at a discounted price, or create flash sales for a specific day. Make sure to highlight the offer in your TikTok videos with a countdown or sense of urgency.
7. Focus on Customer Reviews and Social Proof
The Challenge:
Bigger brands can leverage their existing customer base for social proof, but smaller brands often need to be more proactive in showcasing customer satisfaction and reviews. Social proof can help you gain trust quickly.
How to Compete:
- Feature customer testimonials: Share real feedback and positive reviews from your TikTok followers and customers. Social proof is especially powerful on TikTok, where users trust the opinions of others.
- Create trust-building content: Show your product in action and highlight its benefits in a way that is visually appealing and engaging.
- Example: Post a video of customer reviews with before-and-after images or clips of users sharing their experiences with your products. The authenticity of this content can help build trust.
8. Optimize Your TikTok Ads Strategically
The Challenge:
Larger brands may have big budgets to run paid ads, but you can still compete by running highly targeted and cost-effective ads. TikTok’s ad platform allows for granular targeting, which can help you reach the right audience even with a limited budget.
How to Compete:
- Run targeted TikTok ads: Use TikTok’s robust targeting options to narrow your audience based on interests, demographics, and behaviors. This allows you to focus your ad spend on people who are more likely to buy from your brand.
- Test different ad formats: Experiment with In-Feed ads, Branded Hashtag Challenges, and TopView ads to see what resonates best with your audience.
- Example: If your dental brand is focused on teeth whitening, run an In-Feed ad showcasing before-and-after results with a special discount offer. Target users who are interested in beauty, wellness, or personal care products.
9. Stay Consistent and Be Patient
The Challenge:
TikTok’s algorithm can take time to reward your content, and growth on the platform doesn’t happen overnight. Bigger brands might have the resources to scale quickly, but smaller brands can still compete with consistent effort and patience.
How to Compete:
- Post regularly: Consistency is key on TikTok. Aim for at least 3-5 posts per week to maintain visibility and keep your audience engaged.
- Track your performance: Use TikTok analytics to assess what content works best for your brand and audience. Double down on what’s working and improve what’s not.
- Be patient: Building an engaged following takes time. Trust the process, stay consistent, and continue experimenting with new ideas to find what resonates.
Conclusion: Competing with Big Brands on TikTok Shop is Possible
While big brands may seem like the giants in the TikTok space, smaller and medium-sized brands can compete effectively by focusing on their strengths: authenticity, creativity, and niche targeting. By embracing TikTok’s unique features, engaging with your audience, and being strategic with your content, you can carve out a successful presence that resonates with users and drives conversions.
Key Takeaways:
- Find your niche and create content that speaks directly to that audience.
- Engage consistently with your followers to build trust and loyalty.
- Use micro-influencers, user-generated content, and social proof to create authenticity.
- Leverage TikTok’s organic features and paid ads for maximum exposure.