471On TikTok, millions of videos compete for users’ attention every day. Why do some product videos go viral overnight, while others sink without a trace? The answer lies in the details!
From cover design and comment interaction to conversion paths, every step hides its own “unwritten rules.”
Today, Tuke will break down the core techniques behind those skyrocketing sales.
Image source: Internet
1. The “Golden 3-Second Rule” of Cover Design
The cover is the “face” of the video. On TikTok, users scroll extremely fast, and the cover is the first hurdle to determine whether they will stop. According to third-party platform data, for every 1% increase in the completion rate of the first 3 seconds of a video, the overall conversion rate can increase significantly by 5% to 10%. This means that an attractive cover and an exciting beginning can greatly increase the chances of users staying and interacting.
Case Study: TEE BLOSSOM’s Kitchen Gadget Goes Viral
The US home brand TEE BLOSSOM launched a 3-in-1 kitchen sink filter. The cover focused on product details and the demonstration of pipe unclogging effects, directly targeting user pain points. Through precise pain point targeting and intuitive effect display, TEE BLOSSOM successfully created a brand image of “efficiently solving household problems,” laying a solid foundation for subsequent product promotion and user loyalty cultivation.
Image source: TikTok
Data shows that total sales of this sink filter have exceeded 145,200 units, with total GMV reaching $1.19 million, which is an excellent result for a niche product.
Image source: Echotik
2. The “Hook Design” of Comment Interaction
TikTok’s algorithm pushes highly interactive videos to a larger traffic pool, and comments are the key to driving interaction.
By interacting with users in the comment section, not only can you enhance user stickiness and brand favorability, but you can also initiate interactive topics and guide users to participate in discussions.
Case Study: Fenty Beauty
Fenty Beauty, the beauty brand founded by Rihanna, has a very active TikTok video comment section.
The brand responds promptly to users’ questions about product usage and shade selection, and also launches topics like “Show off your Fenty look,” encouraging users to share their own makeup results.
Image source: TikTok
This kind of positive interaction makes users feel the brand’s attention, thereby increasing brand loyalty and boosting product sales. So far, the brand’s TikTok shop has achieved nearly $5.35 million in sales.
Image source: Echotik
3. The “Minimalism” of Conversion Paths
On TikTok, user behavior can be summed up as “instant gratification.” They want to get information quickly, make decisions quickly, and even complete purchases quickly.
From being attracted by a video to finally placing an order, every step in between can be a point of user loss. The more complicated the conversion path, the more easily users’ patience is exhausted.
Case Study: Xiaomi’s AR Effects + Closed-Loop Conversion
At the beginning of 2024, when promoting the new Redmi, Xiaomi combined AR effect stickers with a “splash ad + brand task” combo. Users could click the effect to jump directly to the purchase page. This minimalist conversion path not only improved user experience but also greatly increased the conversion rate. In the end, the AR sticker’s play count exceeded 110 million, and videos related to the new product were viewed over 59 million times, directly driving rapid sales growth.
Image source: Internet
This “minimalist conversion” strategy can not only significantly improve the transaction rate of a single campaign, but also help brands accumulate long-term user trust.
4. The “Long Tail Effect” of Influencer Matrix
Although top TikTok influencers have many followers, mid-tier and niche influencers in vertical fields are often more cost-effective. Their fan base is more targeted and their engagement rate is relatively higher, bringing considerable conversion results to brands at a lower cost.
Moreover, the cooperation fees for mid-tier influencers are usually much lower than those of top influencers, so brands can use the same budget to cover more influencers and form a matrix effect.
Case Study: Little Moons Mochi Ice Cream’s “Viral Spread”
Little Moons, founded by siblings Vivien and Howard Wong, is a unique mochi ice cream brand. By collaborating with small and medium-sized food influencers to release “unboxing reviews” and “flavor rankings” videos, the brand leveraged influencers’ fan bases to expand brand awareness.
Take TikTok influencer @emiiyjade as an example. This food blogger, with 452,600 followers, quickly attracted a large audience through authentic tasting experiences and fun content.
In the end, this video’s views exceeded 3.5 million, bringing significant traffic and user attention to the Little Moons brand.
Image source: TikTok
Conclusion: Behind Explosive Products Lies “User Thinking”
The success of TikTok’s hot-selling videos ultimately comes down to deep insight into and precise response to user psychology and behavior.
From the cover to conversion, every step revolves around how to better meet user needs, reduce decision-making costs, and enhance participation. Only by truly starting from user needs and closely combining product value with their pain points can traffic be converted into real action.
In the future, as the TikTok ecosystem continues to evolve, brands need to keep a close eye on changes in user behavior and flexibly adjust their strategies to stay ahead in fierce competition.
The secret to explosive products always lies in “user thinking.”
