Brand awareness & presence in the era of TikTok shop
TikTok Shop has transformed the platform from a discovery engine into a full-funnel commerce ecosystem, driving impulse purchases and viral product trends in real-time. As more products are bought based on creators’ recommendations or viral moments – often without brand names attached – businesses face a new challenge: how to maintain brand equity in an environment where the platform, not the brand, gets the credit.
The viral success of TikTok Shop hinges on seamless content-to-commerce experiences, powered by creators and algorithms rather than traditional brand storytelling. A product’s popularity can spike overnight simply because it fits a trend, appears in a “TikTok Made Me Buy It” haul, or aligns with a micro-aesthetic. Too often, what gets bought is remembered, not the who behind it. In this new commerce paradigm, brand names risk becoming invisible if brands don’t remain proactive with a holistic TikTok shopping strategy.
Protecting brand equity & maximising the TikTok Shop ecosystem
A brand-led creator strategy
Rather than relying solely on TikTok shop seller, creator-led posts that show the product without context, brands must co-create content that balances spontaneity with brand cues. This doesn’t mean polished ads – it means empowering creators to embed key brand signifiers (tone of voice, logos, packaging, and product benefits) naturally within their storytelling.
Strategic briefs and partnerships with creators who genuinely align with brand values are critical. At dentsu, our Creator Affiliate team is primed to solve this challenge – focusing on quality over quantity by matching brands with the right creators who can authentically drive performance while staying true to brand identity in the TikTok shop marketplace.
Optimise for search & retention
TikTok’s search function is becoming a powerful commerce tool which brands can harness to meet consumer intent and show up with maximum relevancy. By ensuring that product names, brand tags, and key benefits are front and centre in captions and overlays, brands will provide a seamless purchase experience for users. Additionally, using consistent hashtags and encouraging TikTok shop affiliate creators to mention the brand explicitly – whether verbally or through on-screen text – so users can recall and re-engage. Think of your TikTok Shop presence not just as a marketplace, but a branded destination.
This is where dentsu’s proprietary tool comes into play. Optimising for the right keywords on TikTok is very different from traditional search engines or LLM-driven platforms – what users search on-platform reflects different behaviours, trends, and intent signals. Through our platform, we’ve been able to mine TikTok-specific search data to drive measurable results – delivering a 532% uplift in ROAS for one retail client by aligning content and creators to high-impact, native search terms.
Double down on owned content
Many brands rely heavily on influencers and creators for reach, but don’t underestimate the power of your own channel. Invest in TikTok-native content that plays into trends while reinforcing your brand story. Create “why we made this” narratives, behind-the-scenes product moments, or community spotlights that differentiate your product beyond its function. Build a recognisable tone and visual style so even fleeting content is distinctly yours.
Today, conversations between brands and consumers are no longer top-down – they’re driven by dialogue, co-creation, and community. That’s why we work with clients not just to be a brand on social, but to become a social brand – one that listens, responds, and builds lasting affinity through ongoing, authentic engagement.
Control the path to purchase
If TikTok Shop is part of your strategy, don’t lose control at the point of sale. Ensure your product pages are brand-rich – visually consistent, well-optimised, and include trust signals like reviews and USPs. Use live shopping, creator bundles, and branded storefronts to tell your story where purchase decisions happen.
Measure brand, not just sales
Finally, reframe success. Beyond immediate sales spikes, track metrics like brand recall, sentiment, and follower growth. TikTok’s influence is exponential – but without strategic brand building, virality can become a one-hit wonder. The brands that win will be those that lean in – not by shouting louder, but by showing up smarter.
Final thoughts
TikTok Shop has redefined the path to purchase – blurring the lines between content, commerce, and community. To protect brand equity in this fast-moving, TikTok shop marketplace environment, brands need to be intentional: co-creating with the right creators, investing in distinctive owned content, optimising for platform-native behaviours, and building brand-rich paths to purchase. Trends still matter – but without a clear brand presence, even viral success risks being forgettable.
The brands that will thrive are those that show up consistently, embed themselves in culture, and turn fleeting attention into lasting impact.
If you’d like to discuss any of the above, don’t hesitate to get in touch.
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