In today’s digital marketplace, TikTok isn’t just a social media platform—it’s a sales engine. With over 1.8 billion monthly active users and a highly engaged Gen Z and Millennial audience, TikTok has become a must-use platform for businesses launching new products or brands.
From viral trends to TikTok Shop’s seamless shopping experience, the app offers unmatched opportunities for visibility, engagement, and conversions. If you’re introducing a new product, ignoring TikTok means missing out on explosive growth potential.
Here’s why TikTok should be at the core of your marketing strategy—and how to leverage it effectively.
1. TikTok’s Algorithm Gives New Brands a Fair Shot at Virality
Unlike Instagram or Facebook, where follower count heavily influences reach, TikTok’s "For You" page (FYP) prioritizes content based on engagement and not popularity. This means:
- Even small businesses can go viral overnight if their content resonates.
- No need for a huge ad budget—organic reach is powerful.
- Trend-driven content (like challenges or trending sounds) boosts visibility.
Pro Tip: Use trending sounds, hashtags, and effects to increase discoverability.
@dododots These dododots 🤢 #dododots #pimplepatch #skincarereview ♬ cute kawaii - nanaacom
Example: Dododots became a TikTok sensation by leveraging creative, visually appealing content and Gen Z-friendly marketing strategies.
2. TikTok Shop Turns Viewers Into Buyers Instantly
TikTok isn’t just for brand awareness—it’s a full-fledged e-commerce platform. With TikTok Shop, users can:
- Browse and buy products without leaving the app (reducing checkout friction).
- Watch live shopping demos (like QVC for Gen Z).
- Discover products through viral "TikTok made me buy it" trends.
Stats That Matter:
- 81.3% of TikTok Shop buyers are repeat customers—proving high retention.
- Beauty & wellness brands see the highest sales (81% of TikTok Shop revenue).
@avani eyes, lips, face, SAFE <3 #eyeslipsface#elfpartner#ad@elfyeah ♬ Eyes. Lips. Face. Safe. e.l.f. Cosmetics - e.l.f. Cosmetics
Case Study: E.l.f. Cosmetics’ #EyesLipsFace challenge generated 6 billion views and 5 million UGC videos, skyrocketing sales.
3. Influencer & UGC Marketing Build Trust at Scale
Consumers trust real people over polished ads. TikTok’s creator economy lets you:
- Partner with micro-influencers (10K-100K followers) for authentic promotions.
- Encourage User-Generated Content (UGC) via hashtag challenges.
- Leverage nano-influencers (<1K followers) for hyper-local reach.
Why It Works:
- 70% of TikTok users buy products after seeing them in creator videos.
- UGC acts as free social proof, reducing skepticism in new brands.
@missdarcei @TIRTIR Inc. expanded the shade range of their other cushions! Would you purchase these or stick to the original? #kbeauty #koreanmakeup #foundation #makeup #beautytok ♬ original sound - Darcei
Strategy: Send free samples to 10-20 micro-influencers and ask for honest reviews.
4. TikTok Ads Are Highly Targeted & Cost-Effective
Compared to Facebook and Google, TikTok ads are cheaper and more engaging:
- Average CPC: $1 (vs. $3+ on Meta).
- Ad formats like Spark Ads let you boost organic UGC as ads.
- Hyper-targeting options (interests, behaviors, lookalike audiences).
Best Ad Types for New Products:
In-feed ads (native, scroll-stopping clips)
Branded hashtag challenges (encourage participation)
Live shopping ads (real-time demos + instant checkout)
@peaceoutskincare It’s official🤩Our Cleansing Blemish Balm is @dermdoctor approved🎉 Shop yours at @sephora #skincare #cleanser #facewash #beautyhack #fyp ♬ original sound - PeaceOutSkincare
Example: Peace Out Skincare 4X’d sales in 24 hours via a TikTok collab with a skincare influencer.
5. Real-Time Trend Riding = Instant Relevance
TikTok moves fast—brands that jump on trends early win big.
- Example: A coffee brand used a trending "Morning Routine" sound to showcase its product, gaining 2M+ views.
- Brands like Duolingo and Chipotle stay relevant by meme marketing & humor.
How to Stay Trend-Ready:
✔ Monitor TikTok’s Discover Page for viral hashtags/sounds.
✔ Engage with trending formats (e.g., GRWM, "Get Ready With Me").
✔ Post 1-4x daily to stay algorithm-friendly
@hidaya_bl Partie 13 | Grwm for school 📚🌸🤍🫧 #grwm #grwmforschool #grwmroutine #grwmmakeup #girlssupportgirls #france #germany #europe ♬ original sound - mari
Final Verdict: TikTok is Non-Negotiable for New Brands
If you’re launching a product in 2025, TikTok offers the fastest path to:
- Massive organic reach (without heavy ad spend)
- Direct sales via TikTok Shop (seamless checkout)
- Trust-building through influencers & UGC
- Precise ad targeting for high ROI
Next Steps:
- Set up a TikTok Business Account (free & easy).
- Plan a mix of organic trends + paid ads.
- Collaborate with 5-10 micro-influencers.
- List on TikTok Shop (if eligible).
The bottom line? TikTok isn’t just an option—it’s the most powerful platform for new brand growth today.
Sources: Forbes, Ignite Visibility, Business Insider, Aspire, SBDC, Sprout Social, GoCardless, Forbes (TikTok Shop).