Hands up if you’ve seen a product go viral online lately?
Whether it’s a face cream, a kitchen gadget, or a pair of shoes, chances are it started its journey on TikTok. This social behemoth has a knack for turning everyday items into overnight sell-outs.
For retail brands, big or small, this is a game-changer. TikTok isn’t just another social media app; it’s a full-blown marketing engine. One that is reshaping how people discover, research and buy products.
However, it’s not just about sticking to the traditional methods of promoting your product. On TikTok, the massive audience base craves something else entirely. Something more real, more entertaining and far more creative.
A New Path to Purchase
TikTok has become a virtual shop window. But it’s not just about flashy adverts. People come to the app to be entertained, inspired and informed.
That means product discovery on TikTok feels organic. A creator might rave about a mascara, show how it works and link directly to a shop, all in 30 seconds.
It’s quick, emotional and, above all, effective. Especially for online retailers looking to turn views into conversions.
Just because the platform is primarily a destination for entertainment does not mean it lacks commercial power. If anything, it enhances it. TikTok offers the perfect blend of community-led content and impulsive buying cues.
This has changed the marketing funnel dramatically. Instead of awareness, consideration and purchase being stretched over weeks, TikTok condenses it into minutes or even seconds. One video can hit all three stages.
TikTok by the Numbers
Before diving into strategy, it’s worth looking at the video marketing statistics for TikTok. TikTok’s growth and impact aren’t just hype, they’re backed by some of the most compelling video marketing statistics available today. From user behaviour to buying patterns, the data paints a clear picture: TikTok is more than just a social platform, it’s a serious driver of discovery, engagement and sales.
Let’s start with the basics. TikTok has 1.7 billion monthly active users as of 2024. That is a huge global audience ready to be engaged.
It is also one of the few platforms where organic content can outperform paid adverts, particularly with short-form video.
Let’s break down some key statistics that show how TikTok is transforming video marketing for retail:
If you want results on TikTok, start strong. Videos that show a brand’s key message in the first three seconds see 63% higher click-through rates. Get straight to the point, show the product early, and make your hook clear to keep viewers engaged.
TikTok is a discovery engine as much as it is an entertainment platform. 70% of users say they specifically turn to TikTok to find new products and brands.
The app is a key part of the modern shopping journey; showcasing your product in a natural, engaging way can put you in front of an audience that’s actively looking for what’s new, with 52% of users saying they learn about new products via TikTok videos.
When it comes to creating your content, the emotional connection is key. TikTok is known for evoking happiness, joy and creativity, with 60% of users saying they feel a sense of community on the platform. That sense of belonging builds trust and emotional resonance, making users more open to brand messages that feel authentic and human. When people see others like them using and enjoying a product, it creates a ripple effect, turning individual engagement into wider social proof.
TikTok isn’t just where people find new products, it’s where they actively go to learn more about them. 58% of users say they research products or brands on the app before buying, compared to just 39% on competitor platforms.
Therefore, TikTok is a key part of the consideration phase. Users scroll with curiosity, looking for real-life demonstrations, reviews and reactions before making a decision. If your brand can show up with helpful, engaging content that answers questions or shows your product in action, you’re already ahead of the competition.
Creating great content is only half the battle, what matters is whether it converts. And yes, TikTok delivers. Around 45% of users have made a purchase directly from the platform, compared to just 29% on competing social platforms.
Furthermore, one in four say they research or buy a product after watching a TikTok video, and half of those go on to purchase immediately or within the hour. That’s a powerful funnel, compressing discovery, consideration and conversion into a single scroll.
TikTok Shop, the platform’s built-in e-commerce feature, is changing the way people buy online. It allows users to browse, discover and purchase products without ever leaving the app, creating a seamless shopping experience that blends content and commerce.
80% of users say they feel more confident buying products they’ve seen on TikTok, making it clear that the mix of creator-led content and in-app purchasing builds trust. From product tags in videos to live shopping streams, TikTok Shop makes it easy for brands to shorten the path from interest to purchase. For businesses, this means fewer drop-offs, more conversions, and a direct line between content and commerce.
And let’s be clear, TikTok isn’t just a platform for big-budget brands with massive followings. It’s a space where small and medium-sized businesses can thrive, build community, and drive meaningful sales without needing a full marketing department.
In fact, TikTok has become a powerful growth engine for independents and start-ups. 52% of users who saw content from an SMB went on to make a purchase. That’s a staggering conversion rate, driven by the authenticity and relatability that smaller brands often bring to their content.
It’s not just a flash in the pan either. 36% of SMBs say their TikTok adverts directly led to increased sales, while 1 in 3 now consider the platform a non-negotiable part of their marketing strategy.
Much of this success comes down to storytelling. TikTok allows SMBs to share not just what they sell, but who they are, the people behind the products, the values they stand for, and the journey they’re on. It’s this level of transparency and personality that makes audiences more likely to support them.
Whether it’s a local bakery showcasing daily specials or a niche skincare brand going viral with a customer review, TikTok gives small businesses a fighting chance in the crowded online marketplace. And for many, it’s not just marketing, it’s a lifeline.
Why does it work so well? Because TikTok content mirrors how people actually discover products in real life, through recommendation, curiosity and timing.
Crafting Your TikTok Content
There’s no one-size-fits-all approach when it comes to creating content for TikTok, and that’s exactly the point. Some of the platform’s most successful videos are raw, unfiltered moments captured on a phone. Others are highly stylised, beautifully shot pieces that feel more like mini adverts. Both approaches work, depending on your brand and audience. You can lean into authenticity, filming straight from your phone to create a real sense of connection. Or, if you’re launching a major campaign or high-end product, working with a video production company can help you create something truly standout and thumb-stopping. The key is knowing your audience and choosing a style that suits both your message and your goals.
Whatever your route, try to consider these helpful tips for your TikTok video content.
Whether you have a high-end look, something more user-generated, it is about grabbing attention quickly. The first five seconds are everything. Start strong with a hook, a question or a bold visual. If you need inspiration, then check out this list of social media hooks to get you started.
Keep your videos short. Although TikTok allows for longer uploads, videos under 30 seconds tend to perform best.
Use captions and on-screen text to reinforce your message. Many users watch without sound, so clarity is key.
Lean into trends, but add your own twist. Use trending audio, effects or formats while keeping the message relevant to your brand.
Show, don’t tell. Demonstrate your product, share a behind-the-scenes look or let creators tell your story in their own voice.
Authenticity is more powerful than perfection. TikTok users value real, relatable content over overproduced adverts.
Do not forget a clear call to action. Whether it is “Check the link in bio” or “Drop a comment,” guide your audience on what to do next.
And finally, test and learn. Post consistently, review your analytics and refine your approach based on what resonates.
Consider using creators to elevate your message. Influencer marketing on TikTok is not about follower counts. It is about engagement and alignment. Micro-influencers often perform incredibly well when paired with the right product.
Finally, don’t forget hashtags! Hashtags help your content get discovered by the right audience and feed into wider trends. They also drive visibility and purchase intent. Below are some of the key hashtags for brands and businesses selling on the platform.
- #TikTokMadeMeBuyIt
- #Unboxing
- #ShopOnTikTok
- #Luxury
- #ShopWithMe
- #EcoFriendly
- #MustHaves
- #TryBeforeYouBuy
- #TikTokReviews
- #ProductTesting
- #FoundOnTikTok
- #OnlineShopping
- #ShoppingTrend
These tags are more than catchy. They are entire content ecosystems where users seek inspiration and share their own discoveries.
When someone posts under #TikTokMadeMeBuyIt, they are not just showing off a purchase. They are validating the brand and fuelling a retail trend. These hashtags generate billions of views, making them powerful tools for building brand momentum.
TikTok for Product Launches
TikTok is an ideal platform for product launches. The speed at which content spreads, and the potential to go viral, means brands can create hype in a matter of hours.
Teasing a launch with short videos, countdowns or creator collaborations is a smart way to build early anticipation on TikTok. These teaser-style posts generate curiosity and create a sense of urgency before your product even drops. Once live, follow-up content like unboxings, reviews and reaction videos can help accelerate the buzz and drive conversions. If you’re looking for inspiration or tips on how to do it well, this guide to teaser videos offers a great breakdown of formats and strategies that work across social platforms, including TikTok.
Some brands even soft-launch products to gauge audience response before going all-in. This kind of real-time testing is incredibly valuable, especially for direct-to-consumer businesses.
User-Generated Content: Your Secret Weapon
One of TikTok’s biggest strengths is the volume of user-generated content. Encouraging your customers to share their experiences builds trust, spreads awareness and delivers a mountain of social proof.
Whether it is an unboxing video, a tutorial or a day-in-the-life featuring your product, this type of content feels honest and persuasive.
You can even incentivise this through giveaways, discount codes or by reposting the best submissions to your own feed. This not only builds community but also signals to the algorithm that your brand is worth engaging with.
The Future of Retail Marketing
If you are a retailer not thinking about TikTok, you are already behind. The platform offers a rare mix of visibility, engagement and conversion. And it is all built around the kind of authentic content consumers actually crave.
From massive reach to measurable sales impact, TikTok is more than worth the investment. It is the frontline of digital commerce. 85% of brands planned to increase their TikTok spend in 2025.
And the best part? You do not need million-pound budgets or celebrity endorsements. You just need a good idea, a short video and a willingness to experiment.
Retail on TikTok is fast, fun and full of opportunity. So if you have got something worth selling, this is where you need to be.
