A short video uploaded by an ordinary user made the Chinese slipper brand "PUXI" a bestseller overseas. In the video, the user described the softness of the slippers as "stepping on poop," and the comment section was filled with "hahaha" and "want the same style" messages in various languages. This unintentionally viral video garnered over 500,000 views in a week, directly driving a 500% increase in PUXI slipper sales.

This is the magic of TikTok—the spontaneous "word-of-mouth" effect from users can be more effective than spending money on ads. But relying solely on luck is far from enough for brands going global.

Image source: Internet

Ignite Interest with "User Language"

The hardest part of entering overseas markets is often not the product itself, but how to make consumers "understand" the brand.

The beauty brand Florasis broke out by grasping this point, conquering the Southeast Asian market with a straightforward approach. They found that local consumers preferred intuitive swatch content, so they released a short video showing swatches—no fancy scenes or filters, just a simple demonstration of the lip gloss's color payoff and texture. This "simple and direct" video eventually gained 12.5 million views and 120,000 likes, directly driving a surge in sales.

Core logic: Brands need to let go of the mindset of "educating users" and instead use localized language and scenarios to communicate with consumers—whether it's through humorous memes or practical reviews.

Image source: TikTok

Authentic Word-of-Mouth Drives Sales More Than Ads

On TikTok, user-generated UGC content is the real traffic secret.

Home cleaning brand Seaways knows this well. They encourage users to shoot "before and after product use" videos: dirty carpets become spotless after using the cleaner, greasy kitchen countertops instantly shine... These brutally honest comparison shots directly hit consumer pain points, driving a 200% increase in sales.

Even retail giants like Walmart are "jumping on the bandwagon." They launched the #DealDropDance challenge, inviting users to film themselves dancing in supermarket aisles, ultimately reaching 17 million fans and blurring the line between advertising and social entertainment.

Image source: TikTok

Only by "playing together" with users can brands achieve long-term growth

The essence of TikTok is interest-based communities, and brands need to find ways to "play" with users. On TikTok, consumers buy not just products, but also a sense of participation and identity.

Outdoor furniture brand Kullavik converts products into "social currency" to achieve traffic conversion. They collaborated with 87 influencers to release 107 unboxing and assembly videos, and even had users chat while lying on swing chairs during live streams. This "immersive experience" helped a rattan swing chair priced over $200 sell 1.7 million yuan in 20 days.

Image source: TikTok

The beauty brand e.l.f. took an even more "simple and direct" approach. After discovering that users had spontaneously created 3 million brand-related videos on TikTok, they launched a challenge with the full brand name #eyelipsface, ultimately gaining 7 billion views and even pushing the campaign theme song to fourth place on the Spotify chart.

Image source: TikTok

Shorten the Path "From Heartbeat to Purchase"

No matter how much traffic you have, if it can't be converted, it's just self-entertainment. Whether it's B2B inquiries or B2C sales, brands need to design the shortest conversion path based on product characteristics—so consumers can act immediately when they're impulsive.

The strategy of domestic beauty brand Colorkey in the Vietnamese market is worth referencing. The brand maintains a daily posting frequency, with each video featuring local models demonstrating the products. The hashtag #colorkey has over 27 million exposures. Through frequent interaction, they gradually built a closed loop of "content seeding—live conversion—user repurchase."

Image source: TikTok

Conclusion: Authenticity Is More Important Than Perfection

Brands going global don't need to pursue "high-end" status; instead, they should lower their profile and let their products become part of users' lives. Just like the Sichuan uncle quietly filming Chinese rural cuisine on TikTok—no flashy editing, just the steaming heat of a bowl of fish soup, yet he attracted 300,000 overseas fans.

In the end, the logic of conquering TikTok is simple: treat users as friends, not just consumers.