How Brevite used TikTok’s remark response function to drive a 200% carry in gross sales – Shiny
At Dylan Kim, CMO and co-founder of 6– –One-year DTC backpack brand Brevite, which TikTok first used for brand marketing last year, noticed a familiar sight for most brands who post on social media: negative comments.
It is common for a brand to receive skeptical comments, question the quality of a product, or criticize its price or appearance. But instead of ignoring these comments like most brands do, Kim decided to use them as a starting point for a product presentation. The brand responded directly to negative comments over the past year using TikTok’s video reply feature. Short videos refuted criticism or answered questions about the product. The video response feature launched on TikTok in March 2020 and is widely used by TikTok users for follow-up videos or to fulfill requests from a commenter. Last year, 11 of Brevite’s response videos generated over 100,000 views, and Kim said they increased TikTok’s sales by 200%. Brevite has 46,000 TikTok followers.
TikTok as a platform is still fairly new and was launched in the US in 2017. Brands like Brevite are still experimenting with new uses. According to Kim, the platform’s format is ideal for deeper insights into product specifications, unlike Instagram, which focuses on surface-level aesthetics. That makes it ideal for performance-based products like Brevite’s backpacks, he said.
In an example from April, one commenter said the Brevite bag, which retails for around $ 100, is the same as a $ 10 bag that could be pulled out of Alibaba. Kim responded to the comment with a short video highlighting many of the features of the Brevite bag that a $ 10 bag is unlikely to have. It had 200.00 views. The comments on that video then led to two more videos that answered additional questions such as: B. whether the bag is waterproof. (It is.)
Kim does most of the videos herself, as the brand’s marketing team currently only consists of three people. He said TikTok had become his main social channel over the past year. The brand’s TikTok aesthetic is much more natural and not as highly produced compared to Instagram, while leading to higher engagement, he said.
“I could talk about TikTok all day,” said Kim. “It’s a very enjoyable medium to be on. There is a lot of room to experiment. This rawness and transparency was really fun dealing with, and our responses to critics reflect that. “
Analysts agree with Kim’s view that when brands use TikTok, compared to Instagram, brands can be more successful and spend less on content creation. Matt Schlicht, CEO of e-commerce agency Octane AI, said, “Unlike Instagram, TikTok developers can go viral with occasional content and gross edits.”
Kim said the tone of these response videos was the most challenging part of this strategy. He wants the brand to come across as playful and sarcastic rather than aggressive or defensive. The videos don’t criticize the commentators, nor do they tear down other brands. They just react to criticism in an uncomplicated way.
In the video responding to the claim that the bag is indistinguishable from a $ 10 option at Alibaba, Kim begins the video by saying, “The difference between our backpack and a backpack that you can get anywhere , really depends on three things: better materials, better function and better effect. “
Brevite is fully self-funded and posted sales of more than $ 3 million last year. Kim said the brand is on track to top that number in 2021.