How do American toy stores rely on TikTok to promote toys?
Release time:
2021-06-25
Almost every day, the staff at Learning Express Birmingham (of American toy stores) pick some toys from the shelves and put them on TikTok.
Almost every day, the staff at Learning Express Birmingham will pick some toys from the shelves and put them on TikTok. For example, Kaitlyn always stands in front of the camera to shoot videos or live broadcasts. Jessica is the planner behind the camera. She will come up with ideas and choose the right music to make toy videos stand out in fans' TikTok feeds.
一、portant; overflow-wrap: break-word !important;">Learning Express Birmingham粉丝超130万，获1250万赞
According to The Toy Book, Learning Express Birmingham opened a TikTok account in October last year and now has more than 130 million followers on the platform, and the team's video has received 12.5 million likes. Blue Sea Yiguan learned that The Toy Book interviewed the owner Melissa McCollum to discuss the reasons for the popularity of TikTok toys, the popularity of fidget toys, and so on.
Melissa McCollum said that in the beginning, another Learning Express store sent emails to all stores, and they thought TikTok was a good way for the store to reach children. And Learning Express stores in Melissa McCollum already have Facebook and Instagram accounts that are aimed at adults, mostly moms. Online shopping demand for these accounts has surged since the pandemic began, with people wanting to shop at home rather than in stores.
At first, Melissa McCollum thought that TikTok, like other social media platforms, McCollum didn't think TikTok could help them locally when Melissa did everything they could to work with other social media platforms. But soon Melissa McCollum found out they were wrong.
TikTok is a great platform for toy stores because they are able to show children toy products and get feedback from children about what they like and what they want to see/buy in the store.
Melissa McCollum said that if a seller is considering opening a TikTok account for the store, find someone the seller trusts to record and post the video. There is a lot of music and content on TikTok that is not suitable for children. In their opinion, giving the account to a teenager is not a good idea. Sellers need someone who can protect the store and brand and ensure that TikTok accounts are free of vulgar content.
In addition, if the seller does not get a lot of views at the beginning, don't give up and continue to publish videos. At present, there is no way to know which video will spread like a virus or fail completely. Maybe one day which video may explode.
2. portant; overflow-wrap: break-word! important;"> Current TikTok popular fidgets, Sqiushmallows, arts and crafts, etc.
Melissa McCollum make a lot of different videos on TikTok, such as fidgets, Sqiushmallows, arts and crafts, and so on; they say these are hot trends right now. When the craze fades, they turn to something else.
In fact, TikTok and social media are driving the fidget trend. Learning Express Birmingham workers often post about other toys and Sqiushmallows on TikTok, it's the fidget toys that are getting the most hits right now.
For example, TikTok user Grace Mary Williams shared a video of how to make a delicious dessert with Pop-its/fidget toys, which has been viewed 7.2 million times. In her video, she explains how she saw a similar dessert hack on TikTok and wanted to try it out for herself.
She fills the bubble holes with M & Ms, then pours melted chocolate on top and puts it in the fridge to harden. Some TikTok users put Skittles in small holes and melted Starburst candy on top. Others fill holes with maltose, and others replace strawberry chocolate with yogurt.
Some people are worried about quality, because the quality of silicone molds for toys is different from that for food. However, there are also some websites that list Pop-its as "food-grade silicone".
One of the things that Melissa McCollum think is more successful about TikTok's store accounts is that it has raised the profile of Learning Express Birmingham stores, Learning Express Birmingham have fans around the world, with a larger percentage of fans in the United States, according to Blue Sea Yiluan. Melissa McCollum get calls from around the world and visitors from around the world.
Recently, their TikTok account exceeded 1 million fans, becoming the first Learning Express Birmingham store to reach 1 million. They made TikTok T-shirts to wear in the store, decorated with a large bunch of balloons, celebrated for an entire week, and they also made some fan giveaways to achieve their goals.
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