Complete Strategy Playbook 1.0 for TikTok Shop Sellers
Practical Manual for Creating Monetizable Video, Livestreams and Creators from Scratch
Contents
Chapter 1: What is TikTok?
Chapter 2: How to increase sales in the TikTok Shop
Chapter 3: How to make videos that will sell products
Chapter 4: The secrets to livestreams that will sell products
Chapter 5: From selecting creators to collaborating
💡After reading this manual, we'd love to hear what you think of it! Share your feedback by answering our surveyChapter 1: What is TikTok?
TikTok is a social platform that revolves around short vertical videos. Installing TikTok Shop as an e-commerce function delivers an innovative shopping experience to users of all ages in Japan, where they can watch videos, learn about products and click to buy them.- TikTok users are...
- Hungry for information, entertainment and shopping experiences
- Familiar with watching many vertical videos
- In an ecosystem that welcomes empathy, clarity, familiarity and discovery in people and content
- Not only more motivated to buy products featured in videos, but also tend to search for trends and products
Chapter 2: How to increase sales in the TikTok Shop
Three main factors tend to determine TikTok Shop sales (GMV: Gross Merchandise Value):Three factors behind GMV (Gross Merchandise Value)
Factor | Description | Example of KPI |
Impressions | Number of times products viewed by users | Number of video or livestream views |
CTR (Click-Through Rate) | Rate of click-through to product details page or product card | Product card CTR |
CVR (Conversion Rate) | Percentage of users who purchased a product they saw | Added-to-cart rate, purchase CVR |
GMV = Impressions x CTR x CVR x Average Order Value
① Impressions
- Definition: Number of times a video or livestream was viewed by users
- Main factors for improvement:
- VTR (Video Completion Rate)
- Impressions per post
- Posting frequency (daily/weekly)
- Average number of impressions by time slot
- What to do:
- Use trending sound sources and topical compositions and filters
- Use highly visible text in thumbnails (covers) (e.g., "Limited offer!")
- Make your posts catch the user's eye within the first 3 seconds (e.g., "Check this out if you... !")
- Optimize your tags (#TikToksale, #buyonTikTokShop, #everydayitems, #somethingtobuytoday, etc.)
- Keep your video posts regular (e.g., 8 pm every day)
② CTR (Click Through Rate)
- Definition: The percentage of viewers who clicked through to the product details page
- Main improvement indicators:
- CTA placement (during and after video)
- Optimization of CTA wording (e.g., "Have you heard about this awesome life hack?" → Link)
- Optimization of carousel product card (add product images, show the product in use, use photos from multiple angles, etc.)
- What to do:
- Generate interest by showing the product in use and before/after comparisons
- Insert CTA into video naturally (e.g., "I'll leave some details here")
- Show multiple products to encourage buying after comparison
- Add badges to product card ("An average rating 4.9", "More than 100,000 sold", etc.)
③ CVR (Conversion Rate)
- Definition: The percentage of actual purchases made after viewing product details
- Main improvement indicators:
- Product description exit rate
- "Payment conversion rate" during videos and livestreams
- Consistency of profiles, reviews and price ranges
- What to do:
- Make a template with logical structure to explain why users need this product
- Introduce the product using: Presentation of problem to be solved → Empathy → How to use → Points promoting peace of mind → Price
- Clearly state limited-time offer, free shipping, coupon, etc.
- If there are few reviews, collect reviews from actual buyers
④ Average Order Value
- Definition: Average amount spent on each purchase
- Main improvement indicators:
- Rate of bundle sales (2- or 3-item bundles rather than single items)
- Combined purchase rate (simultaneous purchase of related products)
- Success rate of multi-SKU promotions
- What to do:
- Promote bundles with limited-time discounts (e.g., 20% off)
- Offer subscriptions or bulk purchase discounts for frequently used items
- Use the Recommend function to suggest similar items (e.g., "People who bought this item also liked...")
Four factors of touchpoints
① Touchpoints and roles
Touchpoint | Definition/role | Main function | Contributing KPI | What to do | Contribution to sales |
Short movies (Feed posts) | The first point of contact for product introduction and generating interest. Diffusion on For You screen is key | Product recognition / Generating interest / Guiding to CV | Impressions / CTR | - Show in the first 3 seconds who the product is for and what happens/how it works - Focus on improving viewing completion rates (hook → problem → solution → CTA) - Clarify CTA (tap on product card, watch livestream, etc.) | Generate maximum number of touches early in the CV funnel. These touches serve as starting points for transition from viewing → CV. |
Livestreams | Sales channel that generates persuasiveness and enthusiasm by showing and talking about the product in real-life situations | Maximize purchasing intent / Ensure high CVR / Real-time Q&A | CVR / Average Order Value / Average Viewing Time / Retention rate | - Mobilze with advance notice + follower notifications - Hot scene design, peaking in the first/the last 20 minutes (exclusive pricing, bundle sales, ranking) - Maximize engagement through comments - Promote advantages with exclusive offers during the livestream (pricing, gifts, free shipping, etc.) | Core of conversion. Products with high CVR/high Average Order Value can be boosted through livestreams. Regular streaming builds repeat buyer base. |
Product card (SPU) | Product link assigned to each video or livestream. Direct factor leading to sales | Lead to product page (direct CV) | CTR / CVR / product page transition rate | - Appealing thumbnail image (example of actual use or scene showing before/after use) - Price display innovations (discounts/exclusives) - Elements showing popularity of product within image, such as number of reviews or number of sales - Include search keywords in product title | "CV gateway" that users arrive at from the content. This has the greatest influence on CVR by directly leading to purchase after tap. |
Shop Tab (Mall) | Cross-category product page listing products in mall format | Receiver of natural inflow within platform and a base for building trust | Number of search arrivals / Number of product views / CV via Shop Tab | - Title/product description/tag SEO optimization - Build structure to increase number of reviews (promote campaigns/give incentives to first-time buyers) - Keep a high CVR and low return rate, aiming for highest exposure within Shop Tab - Maximize natural inflow by entering mall specials (e.g., "Popular sweets") | As well as via content, capture users by other means (search/comparison). Attract passive buyers, sustaining brand trust and inventory flow. Particularly important as a way to attract customers over the medium to long term. |
② Customer journey and hypothetical scenarios
Scenario patterns | Pattern A: Intuitive hit model Video → Product card → Purchase | Pattern B: Persuasion model Video → Livestream → Purchase | Pattern C: Targeted purchase model Shop Tab search → Product comparison → Purchase | Pattern D: Empathy-generating model Inflow from user reviews or UGC → Product video view → Purchase |
Scenario |
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User psychology |
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What to do |
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③ How to use product category-specific touchpoints
Product category | Fashion (clothing) | Cosmetics & beauty | Consumer electronics & gadgets | Foods & sweets | Fast moving consumer goods & daily necessities | Books & digital content | High unit price products (furniture/bedding) |
Short movies | Introduce scenes where items are being worn, comparisons and trends. Generate interest in seasonality/combinations within first 3 seconds. | Show before/after and explain components. Have each video tackle a single issue. | Show use cases (focus on effectiveness, convenience, etc.). | Producers and production sites / unboxing videos / reaction videos / taste presentations. | Show solutions to all kinds of issues. | Promote empathy through impressions, excerpts and reviews. | Show items being used, usage environments and reviews. |
Livestreams | Trying items on and explaining the material and fit will increase CV. | Increase CVR by demonstrating and explaining components and the feel of the product. | Use demonstrations to help viewers understand the product. Comparisons are effective. | CV through tasting and introduction of bundle deals. | Persuade by demonstrating how to use and store the product. | Author appearance/readings generate high level of enthusiasm. | Explain fit and feel. Promote payment in instalments, etc. |
Shop Tab | Increase traffic with trend/sale features. Tag settings are important. | Aim for inflow from new products/ranking pages. Getting reviews is key. | Aim to appear in rankings or "Consumer electronics" category. | High compatibility with gift features and ordering demand. | Effective in building CV thanks to high category exposure rate. | Promote through features based on a set theme, such as self-help or solution books. | Complement with high category exposure and rich images. |
KPIs | CTR / CVR / Average Order Value (bundle deals). | CVR / number of reviews / retention rate. | Viewing time / CVR / product reviews. | CTR / CVR / repeat rate. | Retention rate / product unit price / CVR. | CTR / viewing completion rate / number of saves. | CVR / viewing time / bounce rate. |
How to use (Examples) |
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Chapter 3: How to make video that will sell products
It's important that the video design naturally makes people want to buy the product.Basic structure of videos
Videos that will sell products in the TikTok Shop should be short, easy to understand, and generate empathy. Design videos based on the following basic composition.Video composition template (example)1. Attention-grabbing intro (0-2 seconds) → "Are you worried about... ?" "I couldn't believe how..." 2. Before (presentation of problem) → "I used to be so worried about this..." "Every day I struggled with..." 3. After (future changed by product) → "This has made my life so much easier..." "I no longer need to..." 4. Product introduction (features and pricing) → "The best things about this are..." "And right now there's a discount of..." 5. CTA (promote action) → "Check it right now" "Take a look at the details on the product card!"Tips
- Catch the eye within the first 2 seconds
Example: People will stop scrolling when they see something change appearance, hear a sound that has impact, or see movement with good tempo.
- Link the contents of product card and video
Example: When the product appears, narrate its strengths and show it in use along with price info.
- Help the viewers to imagine themselves using the product
Example: Show a scene in everyday life or include specific narration like "Recommended for those who..."
Video patterns and compositions that will sell products
Pattern | Features and ideal product type | Points to note |
Before/after | Effective to show clear difference before and after using product | Be honest about the "before" state (don't exaggerate) |
Empathy for common issues | Use everyday topics→Easy to empathize | Product features will be obscured if using a situation that's too general |
Citing reviews | Introduce actual reviews→Build trust | Focus on natural production to avoid giving the impression of a scam |
Explanatory presentation | Ideal for functional products or promoting knowledge (beauty ingredients, gadgets, etc.) | Use illustrations that aren't too technical so that beginners can also understand |
Storytelling | Ideal for products linked to lifestyles and certain scenes (furniture, clothing, etc.) | Keep the intro brief to ensure good tempo |
By product/by composition
① Beauty & cosmetics
- Opening: "Do you worry about your pores?" "My skin used to be so dry when I woke up in the morning..."
- Composition: Before→Demonstrate use→Actual effects→Detailed explanation→Pricing→Encourage purchase
- Shooting tips: Close-up on face-washing or skincare / Close-up of face using bright natural light
② Fast moving consumer goods & consumer electronics
- Opening: "It might not look special, but this is so handy" "Using this has halved my..."
- Composition: Introduce purpose→Demonstration→Comparison→Pricing→Reviews→Encourage purchase
- Shooting tips: Shoot procedure of use fixed from above + edit tempo to match BGM
③ Fashion
- Opening: Saying something like "This is all GU" and going straight into a clothes changing scene will often go viral
- Composition: Introduce matched outfit→Explain materials/silhouette→Mixing and matching→Pricing→Encourage purchase
- Shooting tips: Shoot full body in front of mirror / Keep background simple / Use an angle that makes legs look long
Checklist for improving content
Check item | YES/NO | What to do |
| Is it clear within the first second what the video is about? | ✅ | Design opening with combination of 3 points: text (subtitles) x movement x sound. Example: "This product completely changed my..." →Text + before/after movement + sound effects. |
| Are the user's emotions engaged within 3 seconds? (Surprise/empathy/curiosity) | ✅ | Generate interest with "[Number of] people have been shocked by this" or "This is number 1?!" + strengthen hook with BGM or sound effects. Prioritize emotional engagement over content. |
| Is the link from video to product card natural? | ✅ | Add text in line of sight, e.g. "Check this item here ↑" Also effective to display reviews/pricing in advance. |
| Are the product's pricing and USP communicated within 30 seconds? | ✅ | First clearly state what the product will change and who it's aimed at. Make target audience clear: e.g., "Even if you're as disorganized as I am, this will fix everything in 1 minute..." |
Chapter 4: The secrets to livestreams that will sell products
Role and basic structure of livestreams
TikTok livestreams produce real-time contact with viewers, making them a strong sales promotion channel that can directly shift from arousing interest to generating intent to buy and even immediate purchases. Compared with short videos, livestreams have the following characteristics.Comparison axis | Short movies | Livestreams |
Triggering purchases | Gradual accumulation | Momentary/high temperature |
Responding to questions | Replying to comments (asynchronous) | Real-time (synchronous) |
Customer support | Low | High |
Description volume | Limited (15-30 seconds) | Detailed storytelling is possible (10 minutes to 1 hour) |
- Ensure that introduction of product while talking in livestream is synced with sound and visuals.
- Show product card at the same time as introducing the product.
- If comments stop, immediately ask viewers to get involved.
Livestream patterns and compositions that will sell products
Successful patterns for livestreams will vary depending on the product and the seller's setup. Four typical models are listed below.Pattern | Characteristics | Ideal product type | Remarks |
Closeness to viewers | Emphasize closeness to viewers by showing face and focusing on demonstrations | Clothing, cosmetics, everyday items | Store sales can be applied |
Explanatory | Thoroughly explain product information and how to use | Consumer electronics, gadgets, health foods | Prepare script in advance |
Verification | Show before/after, durability, effects, etc. | Beauty, fitness, daily necessities | Objective comparisons are strong |
Collaboration | Joint appearance with creators and affiliators | Trending products, gifts | Strong points are initial speed and ability to attract customers |
Livestream shooting and direction
① Maintenance of streaming environment
- Camera position: Height of viewpoint (keep face and product parallel)
- Lighting: Ensure brightness with ring light + background light
- Voice: Pin mic recommended, eliminate external noise
- Background: White and wood tones are safe choices, keep background simple and uncluttered
② Composition and script writing
Composition | ① Intro: Prepare a single line that will make people stick around | ② Building trust: Why are you introducing this product? | ③ Product introduction: Promote appeal by showing + telling | ④ Encourage purchase: Use words that move to action | ⑤ Closing: Don't forget to connect to next time or review |
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Perspective |
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KPI design and analysis method to boost results
Recommended KPI and calculation logic (*Figures will vary by product and are only examples)- Average viewing time = Total viewing time ÷ Number of viewers (→Attractiveness of content)
- Conversion Rate (CVR) = Number of purchases ÷ Number of views during stream (→Strength of lead to purchase)
- Number of comments/minute = Indicator of engagement activity
- Return visit rate = Number of views by same user (→Producing fans)
Checklist for improving livestreams
Item | Yes/No | What to do |
| Is streaming time synced to target? | ✅ | Make adjustments (e.g., 8pm to 11pm weekdays + weekend mornings) |
| Are descriptions brief and to the point? | ✅ | Put benefits into words so that viewers can understand within 3 seconds |
| Is comment handling smooth? | ✅ | Appropriate reaction + calling out names |
| Is the link to cart adequate? | ✅ | Clear spoken appeal + visual production |
① PDCA for livestream
- Plan:
- Devise monthly schedule (streaming theme, producer, deal)
- Prepare multiple stream title drafts in advance (e.g., "In just 3 minutes, learn all about...")
- Do:
- During stream, moderator manages comments and provides buyer support
- Have a product FAQ at hand
- Check:
- Aggregate KPI by day/by product on TikTok Shop dashboard
- Analyze content of comments with text mining (e.g., obstacles to purchasing, areas of interest)
- Act:
- Change order of composition or time allotments
- If the flow is view→cart→abandonment, introduce measures to enhance retention
② Ideas for livestreams (by product type)
Category | Livestream composition example | Example of plan title |
Clothing | Mixing and matching demonstration + Q&A | "Livestream showing 3 outfits using 1 item" |
Cosmetic | Demonstration of application + introductions for individual skin types | "Top recommendations for each skin-related concern" |
Consumer electronics | Unboxing→how to use→comparison→promote price | "Amazing value for $100!" |
Foods | Cooking demonstration→tasting→impressions→encourage purchase | "A great breakfast prepped in just 10 minutes" |
Necessities | Storage demonstration + introduction of ease of use | "Handy goods selected by actual homemakers" |
Chapter 5: From selecting creators to collaborating
Why do creators influence sales?
TikTok is a platform centered on UGC (user-generated content), where purchasing behavior is influenced more by the type of content than by who introduces it.On the other hand, obtaining viewers' empathy and trust requires skill in showing and telling. That's where "creators" come in. Creators understand viewer psychology and the context of TikTok. Through expressions that generate empathy and optimal approaches, they naturally increase interest in a product and act as the starting point for producing content that will lead to conversion, so they also play an important role in enhancing CVR.
Strengths of creator collaboration | Description | Influence on TikTok Shop |
Trust (=recommendation) | Viewers are influenced by introductions from people they know | Boosts tap rate and CVR |
Planning and production ability | Ability to express and empathize in an entertaining way | Appeal of product itself can be blended into experience-based story |
Community strength | Connection with fans | Invite buyers with high level of loyalty |
Ability to spread information | Amplify number of views/shares | Increase free inflow organically |
Creator selection axis
Selection axis | Important points | Reason/effect |
Engagement Rate (ER) | Average video ER over past 30 days | Actual influence and depth of connection with fans |
Follower attributes | Gender/age groups of followers | Is there a high level of affinity with the product type? |
Content genre | Beauty/lifestyle/cooking, etc. | Is it possible to make natural introductions suited to the product type? |
Past PR results | GMV/CVR in TikTok Shop | Can reproducibility be expected? |
Shooting quality | Composition, voice, tempo | Impression of quality is directly connected to brand trust |
Safety | Check for any history of online controversy or stealth marketing | Effect on brand safety |
Creator requirements by sales pattern
Creator promotion is split into the following 5 patterns, each of which has an optimal script or production.Sales pattern | Ideal product type | Creator requirements | Method of expression | Script |
Demonstration of use | Beauty, cosmetics, health foods | - Production is natural and persuasive - Wide range of facial expressions and reactions - Actual sense of effects can be communicated realistically - Even better if hands and skin look good on camera | Show product use followed by change | Before → Use → After + Impression |
Story | Local foods/social issues | - Polite, emotionally resonant speech - Tell story in a way that sounds trustworthy - Natural tone conveys true-to-life emotions - Micro influencers with local ties are also effective | Product background and developer perspective | Difficulty → Encounter with product → Resolution |
Education/hacks | Kitchen supplies and daily necessities | - Explain in a logical way that is easy to understand - Excellent image composition ability and editing skill - Talk has good tempo and keeps listeners interested - Slightly professional impression, not too everyday | Give tips on how to use product | How to → Explanation → CTA (lead to purchase) |
Comparison | Consumer electronics & gadgets | - Speak in an objective tone - Good at selecting information - Excellent at figures and visualization (graphs and showing comparisons) - Disposition similar to that of a review creator | Show differences compared with other products | Product A vs Product B → Emphasize advantages → Decision |
Induction | Link to sales/limited-time offers | - Bright, energetic and good conversation starter - Can produce excitement and enthusiasm - Good at producing sense of limited time - Creator with skills of an e-commerce MC | Direct to livestreams or campaigns | Promote upcoming events → Promote deals → CTA |
Shooting/editing
Item | Important points |
View angle | Avoid camera shake and opt for stable composition framing upper body (or down to waist). Focus on the central position to make the product look good. |
Light | Use natural light or ring light. Avoid lighting from behind, adjusting so that product is well illuminated. |
Voice | External mic is ideal. Make sure all noise is eliminated. Speak in a bright, clear tone. |
Length | Normal video: 15-30 seconds / How-to video: 30-60 seconds / Comparison/review: completed within 60 seconds |
First 3 seconds | most important. Grab attention with 3 hooks: sound, text and images (e.g., "Wow, is this... ?!"). |
Subtitles | Show brief written message with images. Amplify only the important points with good tempo. Basically position at bottom-middle of smartphone screen. |
BGM/sound effects | Base on trending sound sources or everyday noises. Focus on creating a tempo that is pleasant to listen to, without silence. |
Product card display | Show card from the moment when the product appears on-screen. Show and tell while displaying product. |
- Opening hook: "I really want you to see this if you're worried about..."
- Before: Realistically show source of concern before use
- During use: Adopt slow movement during use. Use appropriate sounds and subtitles.
- After: Visually show clear changes
- Impressions: Brief comment ("This has really changed my life")
- CTA: Point at product card or say something like "Check it out here!"
- Before and after should have the same angle, distance and lighting
- Show skin/finish/shading, etc. up-close so that effects are clear
- During use should adopt a view angle that shows hand movement + facial expression simultaneously
- Effective to edit in smooth transition from before to after
- Opening hook: "This changed my life"
- Presentation of problem: "Every day, I was really bothered by..."
- Encounter with product: "But then I came across this..."
- Depiction of change: "Once I started using this, my mornings were different"
- Ending: "I really want you to know about this if you're worried about..."
- CTA: "You can see this product here"
- Natural acting with emphasis on facial expressions. Look at the camera sometimes and away from the camera at other times
- Product atmosphere in flashbacks using sepia/gray filters, etc.
- To help viewers feel that the issue is personal to them, include phrases like "That happened to me too"
- End with cheerful facial expression + product close-up
- Opening: "Let me show you something that will save you a lot of time"
- Explanation of key points ①: "For starters, check out this great feature"
- Explanation of key points ②: "You can also do this"
- Demonstration: "Now I'll give it a try"
- Summary: "This is great for everyone who..."
- CTA: "Check it out on the product card!"
- Use overhead shots or handheld zoom to show how user-friendly the product is
- Display separate text for each explanatory step
- Show convenience with split screen (Before/After)
- Make hacks easy to save (How-to → Product introduction → Summary of main points)
- Opening: "Which is better, A or B? I compared them both"
- Introduction to A: "This is the conventional product"
- Introduction to B: "This is the new..."
- Demonstration: "Comparing feel, price and functions..."
- Conclusion: "To be honest, B was the overwhelming winner"
- CTA: "You can check out B's product here"
- For comparisons, shoot side by side in the same environment
- Focus on expressions that appeal to the senses like "sound", "foam", "smoothness" and "weight"
- Display comparison chart or subtitle comparison table to make it easy to understand at-a-glance
- Opening: "I'll be doing an exclusive livestream from tomorrow at..."
- Introduction to highlights: "You'll be able to see me actually using the product"
- Promotion of deals: "There will be coupons exclusive to the livestream!"
- Sense of expectation: "This is your only chance to see the product"
- CTA: "Check the product card at the bottom-right or turn livestream notifications on!"
- Specify day and time / exclusive deal / livestream theme in text
- Produce excitement with countdown or red border highlighting, etc.
- Use conversational tone like "See you in the livestream"
Assess results of creator collaboration
① Assessment indicators
Factor | Description | How to use |
Number of posts | Number of contents implemented | In denominators as A/B test data |
Average number of plays | Initial impact of video | In verifying improvement of titles/thumbnails |
Average viewing completion rate | View retention rate | In optimization of story composition or gaps |
Click-Through Rate (CTR) | Strength of leads to purchase | In reviewing CTA wording and timing |
CVR | Conversion Rate | In persuasiveness of product introduction and trust evaluation |
GMV contribution amount | Total sales amount | In criteria for continuation requests and review of remuneration |
② PDCA for creator collaboration
- Plan: Make request to 5 creators suited to the target and present composition plans 2 patterns at a time
- Do: Shooting/editing within 7 days → posting with unified hashtags at same time
- Check: Compare with number of plays / CVR / CTR and perform quantitative analysis of success factors
- Act: Make continuous contracts with the top 2 creators and reflect the composition template in new shooting
"Creator appointment plan" to be prepared before requesting
①Composition factors at time of request (template)
Factor | Example of contents (healthy vegetable juice) |
Product overview | "Vegetable juice drink with lactic acid bacteria. Made with domestically produced young barley leaves, mulberry leaves and intestinal health ingredients." |
Assumed target | Women in 30s to 50s worried about constipation/unhealthy skin |
Promotional message | "Stomach health improved in 1 week" "Wake up fresher in the mornings" |
Inappropriate expressions | Giving impression of pharmaceutical product, use of expressions such as "cure" and "effect" |
Desired content format | Short video / review style / insert before/after comparison |
Reference video URL | Specify competition or past success videos |
CTA | "30% OFF for a limited time" "Buy here ↓" |
📄 Past consumer reviews (easy to drop into realistic narration)
📸 Photos of product in use/product details (easy to reproduce when shooting at home)
🧩 Product link/in-shop quantity on TikTok Shop management screen
🎯 KPIs (numerical values like "More than 10,000 views" or "CVR higher than 2%"
② Checklist for production of creator collaboration videos
▼STEP 1: Requirements definition (clarification of objective and appeal focus)Check item | YES/NO |
| Are main benefits of product clearly stated? (E.g., reduced salt, easy to prepare...) | ✅ |
| Are assumed target buyers defined (age, gender, interests, etc.)? | ✅ |
| Are the products USPs and product-related episodes in place? (E.g., maker's aims) | ✅ |
| Are appeal axes (functions / story / price / exclusivity, etc.) narrowed down to one axis? | ✅ |
| 🔹Tips for implementation: Example: Additive-free pickled plums carefully picked by a producer in his 70s → Gives the impression of passion and health-consciousness. | |
▼STEP 2: Select a creator (focus on affinity with target)
Check item | YES/NO |
| Have you listed potential creators in genres with high affinity for the product? | ✅ |
| Have you checked the number of views, CV and comment quality of past posts? | ✅ |
| Do the age and attributes of followers match the target? | ✅ |
| Does the creator have a speaking/shooting style that is trustworthy and natural? | ✅ |
| 🔹Tips for implementation: Example: Aiming for families → Originator of meals for childcare and time-saving | |
▼STEP 3: Prepare draft composition (make video script)
Check item | YES/NO |
| Have you planned a phrase or image that will grab the user's attention in the first 3 seconds? | ✅ |
| Is the story composition clear, i.e. before/after, worries/solutions, comparisons? | ✅ |
| Are the product's strengths and features introduced in a natural flow? | ✅ |
| Is a lead to the product card (by pointing, commenting, speaking, etc.) included? | ✅ |
| 🔹Tips for implementation: Example: Generate interest → Before → After → Product introduction → CTA | |
▼STEP 4: Recording/editing (easy to understand from user's perspective)
Check item | YES/NO |
| Is the shooting in vertical orientation? (9:16) | ✅ |
| Are visibility and ease of hearing ensured in terms of brightness, speech, subtitles, BGM, etc.? | ✅ |
| Is a demonstration part included to show how to use the product and any changes? | ✅ |
| Are unnecessary gaps, blackouts and length optimized? (15-30 seconds recommended) | ✅ |
| 🔹Tips for implementation: Always display product card to match scene where product appears Show subtitles at the center-bottom of the smartphone screen using large, easy-to-read text. Ensure that the introduction of product while talking is synced with sound and visuals. | |
▼STEP 5: Operation after posting (after-post flow and analysis)
Check item | YES/NO |
| Have replies to comments and highlight comments been pinned? | ✅ |
| If there are leads to livestreams or campaigns, have these also been promoted in the comment field/profile? | ✅ |
| Have you checked the CTR/CVR of the product card and analyzed which factors had an impact? | ✅ |
| Is there a system in place for PDCA aligned with affiliate remuneration and inventory status? | ✅ |
| 🔹Tips for implementation: CTR (Click-Through Rate) = Number of product card clicks ÷ Impressions CVR (Conversion Rate) = Number of purchases ÷ Number of product card clicks Length of stay / View Completion Rate / Number of saves = Indicators of content's appeal | |