TikTok Shop is a growing platform that is transforming how smaller businesses sell to large audiences they might otherwise struggle to reach.

It is part of the social or “discovery ecommerce” industry. In the UK alone, social commerce is projected to more than double over the next four years, rising from £7.4bn last year to nearly £16bn by 2028, according to Retail Economics data.

Beauty brand Give Me Cosmetics is one example of a business leveraging the platform to promote its products. A 30-second TikTok ad by the brand showcasing a hair transformation ranks in the top 15% of all digital ads in the UK for its ability to elicit “enjoyment” among viewers, according to exclusive research from Kantar in the latest edition of ‘The Works’.

“Simplicity is a strength of this ad,” explains Lynne Deason, Kantar’s head of creative excellence. “People feel it’s personally relevant and well suited to TikTok, which are key to effectiveness.”

The study, produced in association with Marketing Week and the Advertising Association’s Trust Working Group, gathers feedback from 750 consumers on the top-performing ads over the period. It also tracks viewers’ facial expressions and eye movements to assess how effectively ads resonate across various mediums.

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The ad shows a woman using the product, with step-by-step visual instructions delivered in a quick, digestible format. Ultimately, the ad mirrors the organic content users expect to see on TikTok, making it feel part of the scrolling experience.

The ad ranks in the top 20% of all UK ads for its “stopping power”, effectively grabbing attention and standing out from competitors. It also lands in the top 27% for clarity, ensuring its message is easily understood.

Meanwhile, it places in the top third of ads for being “personally relevant”, in the top 39% of all UK ads for its “persuasive power”, and in the top 30% for believability. From the 30-second ad, 35% of people also said they would “definitely click” on the ad to purchase the product.

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According to Kantar’s The New Era of Storytelling report, ads with human connection – like a single person or direct eye contact – are 81% more effective. For Give Me Cosmetics, featuring a creator helped the ad land in the top 11% for “positive female portrayal” and the top 14% for music enjoyment.

“Creativity is key to success, and as shown by this ad, factors like creator choice and creative elements like music can be very important when it comes to the effectiveness of your ad versus a competitor,” explains Deason.

“To maximise the potential long-term returns of advertising on the platform, brands need to ensure that the brand is noticeable and memorable but not make it feel forced.”

The ad strengthens brand affinity, ranking in the top 27% for this metric. However, branding falls into the bottom third of ads, limiting its potential to drive long-term consumer predisposition, according to Deason.

‘The marketplace of the future’: Social shopping and the rise of ‘discovery commerce’

Launched in the UK in 2021, TikTok Shop now hosts over 200,000 active small businesses and household names such as Nivea, Garnier and Tommy Hilfiger.

A national survey conducted by Kantar in December, polling over 7,000 people, reveals that 15% of respondents have already used TikTok Shop, while another 31% are open to trying it.

However, only 8% of respondents report purchasing a Christmas gift from TikTok Shop during the holiday season. This figure rises to 16% among those aged 18 to 34, highlighting its stronger appeal to younger audiences.

“TikTok Shop is an exciting place for marketers as a social click-to-buy commerce platform,” Deason notes.

“The key to success will be to create content that earns attention and keeps people hooked by showcasing the brand and the product featured in an engaging and informative way that aligns with, and reinforces, the wider associations the brand is trying to build.”