TikTok is more than just dance challenges and viral memes — it’s fast becoming a serious platform for brands looking to engage with a new generation of shoppers. With TikTok Shop, you can sell your products directly within the app, and videos play a starring role in making this happen. But not all videos are created equal. Knowing what works (and what doesn’t) is crucial to boosting your brand’s visibility and, more importantly, driving sales.
In this guide, we’ll break down the best practices for creating successful TikTok Shop videos, what you should avoid, and how you can create content that converts.
The Power of TikTok Shop Videos
TikTok Shop videos offer a unique opportunity to engage your audience in a creative, interactive way while making it easy for them to buy your products. These videos appear seamlessly in users’ feeds, and with TikTok’s algorithm promoting content based on user interests, you can get your products in front of the right people at the right time.
But, to succeed, your content needs to stand out. Whether you’re showing off a new product or running a promotional campaign, the right video strategy can make all the difference. So, what exactly works, and what should you avoid?
Best Practices for TikTok Shop Videos
1. Grab Attention in the First 3 Seconds
TikTok users scroll fast, so capturing attention early is key. The first 3 seconds should act as a hook, drawing viewers in before they swipe away. Use bold visuals, eye-catching text overlays, or ask an intriguing question to pique their curiosity.
What Works:
- Quick, snappy intros
- Bright visuals or engaging text
- Starting with a relatable or humorous moment
What Doesn’t:
- Slow build-ups or overly polished, ad-like intros
- Starting with product shots without context
2. Show Your Product in Action
TikTok thrives on authenticity, and users expect content that feels real and relatable. Avoid static product showcases or overly staged shots. Instead, show your products being used in real-life scenarios. Highlight the benefits, how-tos, or fun ways to use them, so potential customers can easily visualise themselves with your product.
What Works:
- Demonstrating products in everyday life
- User-generated content (UGC) and real customer reviews
- Fun challenges or trends involving the product
What Doesn’t:
- Overly polished, corporate-feeling product demos
- Heavy reliance on graphics instead of real usage
3. Leverage Trending Sounds and Hashtags
TikTok is all about trends. Whether it’s a catchy song, a meme, or a viral hashtag, hopping on the latest trends can help you ride the wave to increased visibility. Use TikTok’s “For You” page to see what’s trending and incorporate it into your product videos.
What Works:
- Integrating trending songs or audio clips
- Using popular hashtags relevant to your brand
- Participating in viral challenges
What Doesn’t:
- Ignoring trends in favour of generic or overly branded content
- Forcing trends that don’t fit naturally with your product
4. Keep Videos Short and Sweet
TikTok videos can be up to 10 minutes long, but that doesn’t mean they should be. The platform is designed for short, engaging content, and the sweet spot for TikTok Shop videos is around 20-40 seconds. Get to the point quickly and don’t overstay your welcome.
What Works:
- Condensed, value-packed videos
- Videos that are 20-40 seconds long, with a clear call to action
- Telling a quick story or highlighting a key product feature
What Doesn’t:
- Long-winded, slow-paced videos
- Repetitive or over-complicated narratives
5. Use Clear Calls-to-Action (CTAs)
If you want viewers to do something — like visit your TikTok Shop or purchase a product — you need to tell them. Don’t be shy about using a clear and engaging call-to-action. Whether it’s “Shop now,” “Tap to buy,” or “Learn more,” ensure your audience knows what to do next.
What Works:
- Clear, concise CTAs placed at the end or throughout the video
- CTAs that match the tone of your content, such as playful or informative
What Doesn’t:
- Leaving viewers without direction
- Overly aggressive or sales-heavy CTAs that disrupt the video flow
6. Optimise for TikTok SEO
TikTok is now used as a search engine, especially by Gen Z. To ensure your videos get discovered, treat TikTok SEO (Search Engine Optimisation) seriously. Use relevant keywords in your captions, on-screen text, and even in your spoken audio. Hashtags like #TikTokShop, #Unboxing, and #Review can help boost discoverability.
What Works:
- Researching and using keywords related to your niche
- Adding text overlays with relevant keywords
- Including targeted hashtags
What Doesn’t:
- Using irrelevant or random hashtags
- Skipping text altogether and relying only on visuals
7. Incorporate User-Generated Content (UGC)
Consumers trust real people more than brands, so why not let your customers sell for you? User-generated content, like customer reviews, unboxing videos, and testimonials, can boost your brand’s credibility and make your product feel more accessible.
What Works:
- Sharing real customer reviews and unboxing videos
- Collaborating with creators to make authentic UGC
- Encouraging users to participate in challenges or tag you in their product experiences
What Doesn’t:
- Relying solely on paid promotions without authentic voices
- Ignoring customer feedback and reviews
What Doesn’t Work on TikTok Shop Videos
Now that we’ve covered what works, it’s equally important to know what to avoid in your TikTok Shop videos.
1. Overly Polished or Traditional Ads
TikTok users prefer content that feels organic and authentic. Avoid making your videos look like traditional ads with heavy editing, scripted dialogue, or overused branded assets. The beauty of TikTok lies in its raw, unfiltered content — polished commercials stick out for all the wrong reasons.
2. Ignoring the Community Aspect
TikTok is all about building communities, so don’t create content in isolation. Failing to engage with your audience by ignoring comments, avoiding trends, or neglecting collaborations with creators can make your brand feel disconnected.
3. Overusing Hashtags
While hashtags are important for discoverability, using too many irrelevant hashtags can make your content feel spammy. Stick to a handful of relevant, targeted hashtags rather than filling up your post with every trending one you find.
Boost Your Sales with TikTok Shop Videos
TikTok Shop is a fast, fun, and engaging way to reach new customers and drive sales. By following these best practices, you can create videos that not only entertain but convert. Remember, TikTok is all about creativity and authenticity, so don’t be afraid to experiment with new formats, sounds, and ideas!
If you’re ready to take your brand’s TikTok presence to the next level, contact us today to find out how we can help you leverage TikTok Shop videos to grow your business.
