Have you ever thought that doing marketing on TikTok is just about posting videos every day, jumping on trending topics, and chasing viral hits? As a result, your views go up, but there are only a few inquiries; your followers increase, but there’s no sign of conversions.

Where is the problem?

Is it possible that your content is too dry, the scenarios are too fake, and users feel no resonance?

Today, we’ll help you crack the code of TikTok content marketing, so you’ll no longer “shoot for the sake of shooting,” but rather “shoot for inquiries.”

 

Image source: Internet

Predicament: Why do your hard-sell ads fail on TikTok?

Imagine, when you scroll to a video that starts with “Our product uses XX technology and has XX features...”, what’s your first reaction? That’s right, swipe away.

On TikTok, a platform driven by entertainment and interests, users have a high psychological defense. Barefaced selling will only get eliminated instantly.

The subtext of users is: “I don’t care how awesome you are, I only care: ‘What does this have to do with me?’”

Successful brands have already seen through this secret. They don’t sell directly, but cleverly “weave” the product into real, tangible moments of users’ lives, letting users draw their own conclusion: “I need this.”

 

Breakthrough: See how four brands plant the “I need it” seed in users’ minds

So, how exactly do you “act” it out?

Let’s take a look at how the following brands plant this “sense of need” in users’ minds like seeds.

1. Engwe Electric Bicycle

If Engwe only said “our bike frame is very sturdy,” would you believe it? Probably not.

So, they changed their approach. They found a TikTok influencer to do a “brutal test” on the bike in the video—repeatedly smashing and pressing the frame, while also showing the high-brightness headlight at night.

See, not a single line emphasizes “sturdy” or “bright,” but every frame screams these two selling points.

 This kind of extreme visual demonstration is far more impactful than any dry technical specs.

And the result? The video’s comment section exploded, with users asking: “How much is it?” Trust is built in the most direct way.

 

Image source: TikTok

2. SIHOO Ergonomic Chair

For a pricey ergonomic chair, what’s the biggest purchase barrier for users? It’s “not knowing if it suits me” and “will assembly be troublesome.”

SIHOO didn’t try to persuade users with words, but instead collaborated with an e-sports influencer to record the entire process from unboxing, assembly, to the final trial sitting experience.

Users watch the chair being assembled step by step like watching an unboxing vlog, see the influencer adjust the backrest and armrests, and share their real sitting experience.

This video, in essence, gives users a “cloud experience,” greatly reducing their decision-making risk. As a result, the comments are filled with highly targeted inquiries like “How much is it?” and “Where can I buy it?”

 

Image source: TikTok

3. RingConn Smart Ring

For emerging products like smart rings, the first thing users need is awareness, not specs.

RingConn collaborated with a tech influencer. The video didn’t go deep into complex health algorithms, but focused on the unboxing action: showing the product’s exquisite appearance, simple wearing method, and the clear, intuitive health data interface on the mobile app.

This video is like a delicate trailer, using the lowest cost of understanding to successfully arouse the public’s curiosity about the product. More than 11.4 million views prove that this kind of “lightweight content” is the best fuse to spark a topic.

Once users’ interest is piqued, they will naturally ask about the price and details, thus entering the brand’s conversion funnel.

 

Image source: TikTok

Secret: Three key principles for creating high-inquiry TikTok content

Looking back at the successful paths of these three brands, we can distill three replicable core methods:

－Show, don’t tell. 

Forget the product feature list. Think about what role your product can play in users’ lives?

－Trust comes from seeing is believing. 

Whether it’s extreme testing or real experience, let users see the results with their own eyes.

－Content is responsible for seeding, traffic is responsible for harvesting.

Set up clear traffic paths in the video copy or comments, directing the surging traffic to your independent site or e-commerce store, and complete the final step of inquiry conversion.

 

Image source: Internet

In summary, the essence of TikTok is not a billboard, but an “online experience window” where you can immerse endlessly. Your task is not to shout yourself hoarse, but to carefully arrange this window, so that users stop, appreciate, and finally can’t help but walk in and ask proactively.

From now on, why not ask yourself: What kind of “life show” should my product put on for users on TikTok today?