In mid-May this year, TikTok announced an exciting new feature for its platform in Brazil, promising to take brands’ sales potential to a whole new level: TikTok Shop, a native e-commerce solution that enables direct purchases, with creators and videos opening up new touchpoints between brands and consumers.
And this new feature certainly didn’t arrive quietly!
According to projections from Santander, TikTok Shop is expected to generate approximately BRL 39 billion in sales by 2028 — an optimistic outlook for the diversification of digital sales channels.
The estimate is hardly surprising. After all, the combination of influencers, content, and commerce has already been delivering impressive results across the creator economy.
Around 80% of consumers trust influencer recommendations, according to a 2024 study by Rakuten Advertising. Enabling direct purchases through these interactions introduces an entirely new landscape for digital commerce.
Brands that fail to embrace this trend are undoubtedly leaving money on the table.
With TikTok Shop having been available for only a few months, and many brands still unfamiliar with how to make the most of the platform, the big question is how to establish a cohesive, well-aligned presence.
Can Brands Boost Sales While Strengthening Their Reputation?
This is a valid and increasingly relevant question.
Consumers are growing tired of excessive advertising, and the concept of “quiet selling” is gaining traction: a subtle, low-pressure approach to sales in which consumers make purchases naturally while developing a positive perception of the brand they buy from.
Just three months after TikTok Shop’s launch, users were already expressing frustration with aggressive selling tactics.
Overly commercial approaches, content focused exclusively on conversions, and sensationalist promotional strategies are generating negative reactions across the platform — and brands adopting these tactics are feeling the reputational consequences.
The good news? Yes, there is a better way to drive sales without compromising your brand’s reputation!
Combining our digital expertise with our reputation-focused approach, we’ve put together three essential tips for brands looking to make the most of this new opportunity, using influencer marketing as a truly strategic tool.
Let’s take a look!
1) Choosing the Right Creator Squad Makes All the Difference
When selecting creators to promote your brand’s TikTok Shop or drive sales through affiliate links, it’s essential to look for a powerful combination of three qualities: brand fit + platform expertise + authentic content!
Avoid the common mistake of choosing influencers solely because they are skilled at using this new sales format, without considering whether they genuinely align with your brand.
This can make your company appear intrusive or out of place, ultimately damaging its reputation.
The right balance between performance and alignment with your brand’s identity is what will truly help sales take off — while also strengthening your reputation and building meaningful relationships with your audience.
Remember: influencers are an extension of your digital presence.
Choose wisely, intentionally, and strategically!
2) Get Your House in Order Before Inviting Guests
A strong influencer strategy is essential for establishing your presence on TikTok Shop. But to ensure that investment delivers a meaningful return, your brand’s owned channels must also be fully aligned with a platform-native strategy.
Here are a few questions to help guide your approach:
- Does your content production follow a clearly defined strategy? Is it adapted to the platform’s best practices?
- Is your brand’s TikTok Shop fully updated with all relevant information, including product descriptions and discounts?
- Does your profile complement your influencer marketing strategy? Are these two areas working together?
3) Invest in Sharp Social Listening to Analyze and Act — Fast!
Digital channels are all about active listening.
Understanding how your audience perceives your initiatives is essential for preventing potential crises, anticipating trends, and identifying timely opportunities to amplify the positive impact of your strategy.
How often does a simple user comment reveal a brilliant insight worth exploring? Or a particularly relevant criticism that helps your team make strategic improvements?
Investing in effective social listening — and, even more importantly, ensuring your team has the autonomy and agility to turn insights into action — can take your results to the next level.
Especially on TikTok!
The platform is constantly evolving, fueled by interactions among its users.
Whatever the initiative, community is the most valuable asset on TikTok.
And brands that quickly learn how to participate in these communities authentically, naturally, and in alignment with their identity gain a significant competitive advantage.
When business objectives are supported by focused, coordinated initiatives across communications, marketing, and branding, brands can achieve outstanding results while maintaining a strong, positive reputation.
But doing so requires being ready to embrace new formats, understand platform best practices, and develop a strategy specifically tailored to TikTok.
Is your business ready to take on this challenge?
If you’re unsure where to start, get in touch with us! 😉
