A peculiar-looking pickle sweatshirt has taken TikTok by storm, generating over $1 400 000 in sales on the platform's new TikTok Shop feature. This unexpected viral sensation has provided key insights into leveraging TikTok’s algorithm and influencer marketing capabilities for e-commerce success.
It all started when the e-commerce brand @badaddictionboutique listed the sweatshirt early on on its TikTok Shop. With a decent following already, it saw some initial sales. But things really took off when TikTok Shop began offering influencers a $50 coupon to use, on one condition: they had to post a video showcasing their purchase. Influencers also received a 10% commission on sales.
Influencers jumped on this win-win opportunity to get the sweatshirt for free while also making money promoting it. As more influencers discovered this mutually beneficial arrangement, the snowball effect began. Soon, the sweatshirt was popping up in videos across the app.
The excitement was further fueled by rumors that the TikTok algorithm was favoring these shop videos since the company has a vested interest in making TikTok Shop succeed as a new revenue stream. This provided the perfect storm to drive visibility and sales.
In total, the hashtag #picklesweatshirt has got over 190 million views. While the motives were largely financially driven, the videos themselves took on a humorous, light-hearted nature typical of TikTok trends. The sweatshirt’s loud colors and quirky pickle patch lent itself well to the platform’s style of creative content.
At last count, over 34,000 pickle sweatshirts have been sold. This serves as a powerful case study of how quickly a brand can explode on TikTok with the right incentives and algorithmic boost.
Key Takeaways for Marketers
This viral product provides several key learnings for brands looking to leverage TikTok for e-commerce:
- Leverage Influencer Marketing
Influencer marketing was the gasoline that fueled this trend. The incentives not only encouraged influencers to showcase the product but also activated a viral effect where influencers inspired other influencers. Identifying win-win partnerships with creators is key.
- Optimize for the Algorithm
Rumors suggest TikTok’s algorithm gave these Shop videos a boost, given the company’s goals around TikTok Shop. This demonstrates the importance of optimizing content strategy for the platform’s algorithmic biases.
Being early to new platform features can provide a first-mover advantage. Jumping on TikTok Shop before competition flooded the space allowed this sweatshirt to capture interest.
- Go Viral with Engaging Content
While sales drove creator participation, the entertaining, engaging nature of the videos is what drew in viewers. Viral products on TikTok need creative, funny, original content to thrive.
Leveraging trending sounds and hashtags also helps expand reach. Adding these to relevant Shop content can draw in people outside of an influencer’s own following.
The Need for Agility
One of the biggest lessons from this case is the need for agility and the ability to capitalize on new opportunities and platform features faster than competitors. First movers who can identify and test viral product opportunities gain an advantage. Being nimble and adaptable is key, especially as platforms like TikTok rapidly evolve.
Brands that take too long to strategize often miss the boat while others are already full steam ahead on new initiatives. Maintaining agility and acting quickly is critical for success. You can see in the screenshot below that the Pickle sweatshirt has over 10 million searches on Google.
This explains the power of social commerce and viral marketing. It not only starts on the social app, but it goes all over the internet.
The Future of Social Commerce
This viral moment underscores how social platforms have become increasingly powerful forces in e-commerce.
Some key statistics:
- 72% of users say TikTok influences their purchasing decisions
- 60% of TikTok users discover new products on the platform
As TikTok Shop matures and expands to more regions, we will likely see more viral product successes like the pickle sweatshirt. Social commerce sales are expected to reach $1.2 trillion by 2025. Both direct shopping integrations like TikTok Shop and influencer partnerships will pave the way.
Instagram is also bolstering its built-in shopping capabilities with Instagram Shop and enhanced tagging features. The rise of livestream shopping especially in Asia shows the potential in that format.
Brands not already exploring emerging social commerce channels may soon be left in the dust. Getting in early allows you to test, refine a strategy, and build authority in new spaces.
Developing a TikTok Shop Strategy
For brands looking to harness TikTok Shop specifically, here are some tips:
- Optimize Video Content: Short-form video content designed specifically for TikTok is essential. This needs to go beyond repurposing other materials.
- Hashtag Research: Identify relevant hashtags, especially those already associated with popular products or your niche. Use a mix of high-volume and long-tail.
- Creator partnerships: Develop win-win partnerships with nano and micro-influencers in your niche to create TikTok Shop content. Avoid overused mega influencers.
- Promotions and deals: Offer exclusive deals, contests, and coupons to incentivize purchases through TikTok Shop. Discounts and scarcity build urgency.
- Analytics review: Closely monitor performance data and tweak approaches as needed. Pay attention to top-performing products.
- User-generated content: Leverage user-generated content showcasing your products. This brings authenticity at a low production cost.
Final Thoughts
The astronomical success of the pickle sweatshirt demonstrates the immense sales potential of TikTok Shop. However, replicating viral product launches comes down to nailing incentive structures, platform optimization, and creative content.
Brands who dismiss emerging shop features on leading social platforms do so at their own risk. Getting in early allows you to test and learn while rivals lag behind.
While the pickle sweatshirt provides an extreme example, it nonetheless holds valuable lessons for driving real business impact through social commerce. Paying close attention to these viral product case studies can inform smart strategies.
By staying agile and keeping a pulse on new opportunities, brands can unleash huge growth potential. The future of e-commerce will be deeply intertwined with leading social platforms. Now is the time to capitalize on this massive shift while these channels are still emerging.
If you want to learn more about the TikTok shop, you can read this article we previously made.
