If you’re looking to sell products, you’ve probably seen how powerful TikTok can be. People love shopping while scrolling—it’s quick, seamless, and right there in the app. With just a few taps, viewers can turn from casual scrollers to buyers, thanks to shoppable videos on TikTok.
But what types of videos actually work? Here are 5 popular shoppable video formats that can help you transform engagement into real sales.
Type 1: Product Demonstrations
Whether it’s a skincare routine, a cleaning gadget, or something else entirely, showing the product in action just works.
Because it builds trust. Because people want to see if a product is right for them, and watching it do its thing is the fastest way to convince them.
Courtesy: @thenameismelissa | Tiktok
Pro Tip: Grab your audience’s attention in the first 3 seconds by highlighting the product’s best feature.
Maybe you love the way it works, or it saves you time—whatever it is, share your personal story.
Type 2: Unboxing Videos
Remember the excitement of opening a Christmas gift as a kid?
That’s exactly the feeling you want to recreate with an unboxing video.
Unboxing videos are best at building anticipation, showing your audience what’s inside, and sharing your genuine reactions in real time.
It’s spontaneous, fun, and people can’t resist watching.
Whether you’re unboxing a trendy product or something unexpected.
Courtesy: @jamjamjamillah | TikTok
Pro Tip: Show how excited you are and keep it authentic. The appeal is in the surprise. And when viewers see your honest reaction, they’ll want to experience it themselves.
And most importantly, don’t forget to add product links to your TikTok videos.
Type 3: Product Reviews
Honest reviews are authentic. Reviews can really connect with your audience.
Buyers rely on reviews before hitting the ‘Buy Now’ button. And when people see you breaking down the pros and cons of a product, they’re more likely to trust your opinion.
Talk about your personal experience with the product.
Share why you think it’s worth the hype (or not).
Give your viewers all the details: Is the product true to size? Does it feel sturdy? Is it worth the price?
Be real, be genuine with your thoughts.
Courtesy: @adambirks | TikTok
Pro Tip: Use text overlays to highlight key details. And always, always be honest—your audience will appreciate it.
Type 4: Influencer-Led Livestreams
Influencer marketing is a powerful tool for brands. Because studies show that 69% of consumers trust product recommendations from influencers and 41% of global shoppers want to purchase products directly from influencers.
Invite influencers to host live events where they engage with their audience in real-time, demonstrating and discussing products. Embed the shopping links right in the stream, making it easy for viewers to purchase while watching.
People trust influencers they follow. When those influencers showcase a product during a live shopping session, it feels more authentic. Viewers are more likely to make impulse buys when they see someone they trust using or recommending a product.
Pro Tip: Choose influencers whose followers overlap with your target market. For instance, if you sell fitness gear, collaborate with fitness influencers. This alignment ensures the audience is already interested in what you’re selling.
| Did you know? Vimmi allows you to invite co-hosts and livestream in multiple platforms with product overlays? |
Type 5: Behind-the-Scenes Content
This type of video gives people a sneak peek behind the curtain—whether it’s how your products are made, how you run things day-to-day, or what goes on in the background.
It makes your brand feel real. People love seeing the “human” side of things, and it builds a stronger connection when they see the effort behind the product.
Courtesy: @aalliyahmichelle | TikTok
Pro Tip: Don’t forget to throw in a “Shop Now” button at the end to keep things easy for your viewers!
On TikTok you’ve got to try things out, see what clicks, and tweak as you go. Experiment with each of the 5 video formats, pay attention to how your audience reacts, and keep evolving.
Check your TikTok analytics regularly. It’ll show you which videos your audience is really vibing with, so you can double down on what works and ditch what doesn’t. It’s all about finding your sweet spot and growing from there!
P.S. Let us know which format worked for best for you.