If you aspire to achieve success on TikTok Shop, creating a bestseller is not just a possibility—it’s a necessity. The allure of a bestseller might sound enticing, but achieving this status is far from a matter of mere luck. It requires strategic planning, meticulous execution, and a deep understanding of the platform’s dynamics.
Today, let’s dive into the process of transforming an ordinary product into a highly sought-after bestseller on TikTok Shop, starting from product selection all the way to effective advertising. Along the way, we’ll explore four real-life success stories from brands that have mastered this art, providing you with actionable insights and inspiration to kickstart your own journey.
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1. Product Selection: Half the Battle Won with the Right Choice
Product selection is undoubtedly the first and most crucial step in creating a viral hit. On TikTok, products that tend to go viral usually possess the following characteristics:
- Visually Appealing: The product should look cool, fun, or feature-rich in the video, capturing users’ attention at first glance. For example, stress-relief toys that expand when pressed or rotating makeup brushes are highly attractive.
- Affordable and Practical: The primary user base on TikTok is young people who may have limited budgets but are highly attracted to fun and practical items. Most viral products are priced between $10 and $50.
- Niche Market Potential: Choose products that have been popular on other e-commerce platforms but have not yet been widely promoted on TikTok. Examples include mini home appliances and portable outdoor gear.
Case: BlendJet Portable Blender
BlendJet chose a product that perfectly aligned with TikTok’s preferences—a portable blender. The product was designed to be compact, available in a variety of colors, and visually appealing for short video content. Additionally, it catered to a significant demand among fitness enthusiasts and users who lead healthy lifestyles, which is precisely the type of “essential living + cool” product that TikTok’s primary users love. As a result, the sales of several models of the blender exceeded ten thousand units, all thanks to the right product selection.

2. Video Content: Making Viewers Want to Buy
TikTok is a platform where “first impressions matter.” The success of a product largely depends on whether the video content can attract users. Therefore, the video content must not be ordinary; it needs to capture users’ curiosity and desire to purchase.
- Demonstrate Product Features: The video should visually and clearly show the product’s purpose, conveying to users, “This item can solve your problem.” For example, if you’re promoting an effortless makeup brush, film one hand using it to apply blush while the other hand uses a regular brush for comparison. The difference will immediately spark interest.
- Narrative Expression: Create scenario-based content. For example, “How office workers can quickly prepare breakfast with a portable blender.” This helps users see how the product can seamlessly integrate into their daily lives.
- Leverage Trends: Keep an eye on the latest popular challenges and trending background music on TikTok. Incorporating these elements can make your content feel more authentic and relatable.
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Case here: PETKIT Pet Automatic Feeder
PETKIT adopted a particularly straightforward content strategy on TikTok: capturing the adorable moments of pets eating while showcasing how the automatic feeder can be operated via a smartphone. The videos used no complex techniques; they simply attracted attention with cute pets and demonstrated the product’s functionality through simple scenarios. As a result, PETKIT’s strategy led to individual videos easily surpassing ten thousand views.

3. Advertising: Spend Your Budget Where It Matters
Having a great product and engaging content is not enough; creating a viral hit on TikTok’s e-commerce platform also relies on precise advertising. Advertising is a tool to amplify traffic, but if not done correctly, even a large budget can go to waste.
- Target the Right Audience: Utilize TikTok’s advertising tools to select dimensions such as age, interests, and behaviors, and precisely target the audience who are likely to be interested in your product.
- Tell a Story, Not Just Sell: TikTok users dislike rigid advertisements. Your ad content should resemble regular videos on the platform—light-hearted and interesting, so that it doesn’t feel intrusive.
- Test and Optimize: Don’t expect success on the first try. Conduct A/B testing with several different ad creatives to see which one is more appealing, and then focus your efforts on the most effective version.
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Case here: Pura Vida Handcrafted Jewelry
Pura Vida’s advertising strategy is particularly representative. Initially, they tested several different content styles and found that users preferred short videos with emotional stories, such as those about how artisans craft the jewelry. Eventually, they concentrated their budget on this type of content. Within 30 days, their daily sales doubled, and the brand quickly gained popularity on TikTok.

4. Data Feedback: Use Data to Guide Your Strategy, Not Just Rely on Intuition
Simply throwing resources at a product won’t make it a hit. The TikTok advertising dashboard provides a wealth of data, such as click-through rates, view counts, and conversion rates. These metrics serve as a “compass” to help you quickly adjust your strategy.
- Product Data: If certain products have high click-through rates and fast sales, it indicates strong user interest, and you should ensure sufficient inventory. Conversely, underperforming products should be discontinued promptly.
- Content Data: If a video receives a high number of likes, consider using it as an ad. If it fails to attract views, it suggests that the content is not engaging enough and needs to be optimized.
- Advertising Data: Compare the performance of different ad strategies and allocate your budget towards the approach with the highest conversion rate.
Case here: Bumble Social App
During the initial stages of its ad campaign, Bumble noticed that some ads had high view counts but poor download conversion rates. By analyzing the data, they discovered that users preferred interactive content, such as stories of successful friendships formed through the app. Bumble adjusted their ad content and optimized their targeting strategy accordingly. As a result, they saw a 50% increase in new users, which directly boosted the platform’s engagement.
Summary: Viral Hits Are Logical, Not Magical
From BlendJet to Pura Vida, and then to Bumble, the success of these brands all proves one thing: Viral hits on TikTok’s e-commerce platform are not a matter of luck, but the result of a four-step strategy: “Good Product + Engaging Content + Precise Advertising + Data Optimization.”