Five Rules to Win on TikTok in 2025

In the world of social commerce, few platforms evolve faster than TikTok.
It’s where 4.43 billion minutes of global attention are spent every day, where trends rise and fall in a week, and where the right mix of creativity, commerce, and cultural resonance can deliver not just clicks, but lasting customer relationships.

At eTail Boston, four leaders shaping the future of TikTok shared their unfiltered strategies:

What emerged was a practical, no-nonsense playbook for winning on TikTok in 2025, a platform that’s now just as much a sales engine as it is a cultural force.

The days of TikTok being “just for awareness” are over. Features like TikTok Shop now make it possible to take a viewer from discovery to purchase without leaving the app. Cedric highlighted how seamless in-app checkout reduces drop-off and fuels impulse buys, especially when paired with exclusive discounts or time-sensitive offers.

TikTok’s shoppable tools aren’t just about adding a link; they’re about integrating the buying journey into the storytelling itself. The best-performing brands weave product placement naturally into relatable, high-energy content so that purchase feels like the logical next step.

Pro Tip: Build campaigns where the purchase action is part of the trend, for example, limited edition drops revealed mid-livestream.

Livestream shopping isn’t a gimmick - it’s the digital equivalent of an in-store event, with the added benefit of global reach. Kristina noted that well-run livestreams can spike sales in real time, with viewership converting at significantly higher rates than passive video content.

The key? Plan them like a show, not a meeting.

Livestreams also create content that can be repurposed into shorter clips, meaning the ROI extends beyond the event itself.

Jake Karls has built Mid-Day Squares into a brand that thrives on raw, behind-the-scenes storytelling. His advice? Don’t chase mass influencers, invest in micro-communities.

TikTok’s algorithm rewards relevance, not reach. A small creator with deep credibility in a niche audience can outperform big names when it comes to driving action. Whether it’s fitness enthusiasts, eco-conscious parents, or sneaker collectors, authenticity and alignment with audience values matter more than follower count.

Pro Tip: Use TikTok’s search and “For You” page to spot emerging creators before they hit mainstream. Partner early to ride the wave together.

TikTok’s 2025 trend report introduced the concept of Brand Chem, the magic that happens when brands and audiences create together. This isn’t about broadcasting polished ads; it’s about building with your community.

That could mean inviting followers to submit content ideas, co-design products, or remix brand videos. Cedric stressed that co-creation deepens emotional investment, turning customers into advocates. And because these campaigns often originate from the audience, they carry built-in cultural resonance.

Keeping up with TikTok’s fast-moving culture is a challenge but AI is becoming a powerful ally. Dom Devlin pointed to tools like Symphony Assistant, which help brands identify trending sounds, formats, and hashtags in near real time.

AI can’t replace human creativity, but it can speed up the process of spotting opportunities. The brands who win are those who blend machine insights with human intuition, jumping on trends while they’re hot and adapting them to their own voice.

The panel was unanimous: TikTok success isn’t just about going viral. It’s about understanding what’s working and why, so you can scale effectively. Dom’s Fospha perspective brought this home, without accurate measurement across the funnel, brands risk over-investing in short-term wins and under-valuing the long-tail impact of community and content.

Measurement isn’t the most glamorous part of TikTok strategy, but it’s the part that ensures the next viral hit actually drives your bottom line.

If you take nothing else away from this session, keep this in your back pocket:

TikTok in 2025 is a place where brands can scale faster than ever, if they’re willing to adapt constantly. As Cedric put it, “It’s not about having the perfect plan. It’s about showing up every day, listening to your community, and being ready to move.”

From cultural relevance to conversion precision, the opportunity is real. But it belongs to the brands that treat TikTok as both a creative lab and a sales channel and commit to playing the long game.

Independently Created. Not affiliated with eTail Boston.

Unofficially eTail is a ClickZ Media publication in the Events division