497Are you also troubled by how to quickly catch attention and make a splash for your new product launch on TikTok? Don’t worry, today Tuke will talk about how to quickly attract attention and drive sales for new products through short video marketing.
TikTok is not only an entertainment platform, but also a new battleground for e-commerce. As the platform’s features continue to improve, more and more brands are choosing to promote new products through short videos, but the creativity and strategy of short videos directly determine whether the new product can stand out. How can you make your product catch consumers’ eyes in just a few seconds?
Image source: Internet
Content Ignites Traffic: From “Passive Search” to “Active Seeding”
Traditional e-commerce relies on keyword search, while short video marketing on TikTok Shop presents a different logic—“seed first, then harvest.” On TikTok, users don’t come with a clear need, but are inspired by content during browsing, which then triggers purchasing behavior.
Take The Ordinary as an example. On Super Brand Day, they used short video teasers, new product unboxing, and live interactive sessions to create a complete marketing process, successfully drawing attention to their new lip balm. The brand released “ingredient analysis” and “R&D process” science videos two weeks in advance, then collaborated with influencers to shoot scenario-based content like “winter lip care” that closely matched real-life needs, directly hitting the target users’ demands.
After a series of operations, their conversion rate increased by 30%.
Image source: Ebrun
Influencer Ecosystem Driven: From “Single Point Explosion” to “Networked Communication”
On TikTok Shop, influencers are the key to quickly launching new products. Brands need to choose the right type of influencer based on product characteristics. For example, beauty and personal care products can choose vertical KOLs, while home appliances can choose “lifestyle influencers,” whose real experiences can better move users and enhance trust.
For example, Ulike, a high-ticket hair removal device brand, used a “pyramid influencer strategy” in its TikTok Shop promotion, collaborating with influencers at different levels to create an all-round communication effect.
Ulike associated TikTok influencers Image source: Echotik
Data Optimization for Efficiency: From “Extensive Placement” to “Precise Iteration”
Short video marketing is not a “one-time success,” but a process of continuous optimization. Through real-time data feedback, brands can constantly adjust content and placement strategies to gradually improve results.
Brands need to focus on three types of data:
Content metrics: completion rate, engagement rate (likes/comments/shares);
Conversion metrics: product click-through rate, add-to-cart rate, order rate;
User profile: age, region, interest tags.
By using data to feed back into content creation, it is possible to achieve the dual goals of “replicating bestsellers” and “harvesting long-tail traffic.”
Take the KILY.PHONLINE store as an example. After gaining traffic, they used paid traffic to precisely reach their target consumer group. Using the TikTok ad system, they targeted core consumer groups with precise content placement, promoting the “buy one get one free” offer to more potential buyers.
KILY.PHONLINE store ad placement situation Image source: Echotik
The “Long-termism” of Short Video Marketing
The way for new products to break through on TikTok Shop is essentially the multiplicative effect of “content power × data power × ecosystem power.” Brands need to abandon the “short-term sales explosion” mindset and instead build a full-chain system of “content accumulation – influencer seeding – live conversion – user retention.”
As a global executive of Estée Lauder said: “TikTok Shop brings us closer to users’ real needs, not just selling goods.” In the future, as TikTok Shop expands into emerging markets such as Latin America, the global launch of new products may usher in a broader stage.
