How to Launch a New Product on TikTok (and Go Viral)

A decade ago, new product launches meant glossy campaigns, embargoed press releases and influencer posts on day one.
In 2025, that playbook doesn’t work.

TikTok has rewritten product marketing — replacing polish with participation.
If your launch doesn’t live inside TikTok culture, it’ll barely register.

So how do you launch a product that not only lands, but goes viral?
Let’s unpack the exact steps, creative strategy, and lessons from Somerce campaigns that have generated millions in sales through TikTok-first launches.

1. Start with “TikTok-first” Thinking

TikTok is not a distribution channel — it’s the market conversation itself.
Product virality doesn’t come from one big ad drop. It comes from hundreds of micro-moments, creators, and customers sharing the same spark.

Before you even film your first video, ask:

• What emotion does this product trigger — transformation, humour, satisfaction, aspiration?
• How does it show up visually in 3 seconds?
• Can someone use it, mix it, open it, or test it live on camera?

If you can’t picture your product in the TikTok feed, it’s not ready to launch there.

2. Seed Creators Early — Quietly

Forget “influencer campaigns” that start on launch day.
On TikTok, pre-launch seeding builds authenticity and anticipation.

The Somerce Method

1. Find 50 micro-creators (1k–50k followers) whose audiences actually use the product category.
2. Send them the product with zero creative brief — just a personal note:
   “We think you’ll love this — if you do, share your honest thoughts.”
3. Track who posts naturally, then shortlist the best for paid amplification later.

This is exactly how Glow For It built pre-launch buzz for a new lash serum.
Twenty organic creator videos hit a combined 1.2M views before the product was officially on sale. On launch day, the Shop link simply unlocked, and sales flooded in.

3. Craft the “Hook, Proof, CTA” Formula

TikTok gives you three seconds to earn attention.
Every video should open, prove and close — fast.

HOOK: Grab curiosity.

“This £15 product replaced my £90 serum.”
“You’re using your cleanser wrong — here’s why.”

PROOF: Show, don’t tell.

Demonstrate the texture, effect, or transformation.
Use split screens or before/after.

CTA: Drive action.

“Linked in TikTok Shop.”
“Watch this foam up — it’s oddly satisfying.”

Somerce often provides creators with pre-tested hook templates that match their tone — keeping it authentic while ensuring performance.

4. Build a “Tease → Drop → Sustain” Launch Arc

Virality isn’t a one-day event; it’s a rolling storyline.

Example:
When P.Louise launched a new palette, Somerce split the campaign into three waves — teaser ASMR “unboxings,” an all-day Launch Live (14 hours, £2M GMV), and a post-drop tutorial series. Each phase had creators ready to post at staggered times, keeping the hashtag trending for over a week.

5. Run a Launch Live

TikTok Live is the new press event. It combines urgency, community and instant checkout — exactly what a modern launch needs.

Checklist for a High-Impact Launch Live:

• Dual-host format: brand rep + creator (energy + trust)
• 3–5 key bundles pinned with limited quantities
• Countdown timer and Live-only discount
• Comment moderator dropping links and answering FAQs
• “Spin to Win” or mini giveaway every 15 minutes

Somerce clients see conversion rates of 8–10% during launch Lives versus 2–3% from static content.

6. Sync Creators, Affiliates and Paid Boosts

The most successful launches use a creator matrix:

• Tier 1: Big creators for awareness
• Tier 2: Micro creators for credibility
• Tier 3: Affiliates for constant volume

Feed all of them the same creative direction: trending audio, brand tag, and Shop link.

Then — when organic traction appears — use Spark Ads to boost those exact posts. TikTok rewards native content; boosting real posts keeps authenticity while multiplying reach.

For Azio Beauty, Somerce identified the top three performing creator videos in week one, turned them into Spark Ads, and quadrupled sales within ten days.

7. Build Hype Through Participation

TikTok virality thrives on community interaction. Turn your product into a social action, not just an announcement.

Ideas:

• #UnboxWithMe or #BeforeAfterChallenge
• Ask users to duet or stitch your launch video
• Invite creators to remix the trend with your sound

When Mallows Beauty dropped its new body wash, Somerce launched a #WashDayGlow challenge with 20 creators. Within 72 hours, over 500 user videos followed, pushing the hashtag past 2 million views and selling out first-batch stock.

8. Track Real Metrics (Not Vanity Ones)

The real measure of success isn’t views; it’s conversion velocity and retention.
Key launch KPIs:

• CTR: aim for >2.5% from creator posts
• Conversion rate: 5–10% on Shop listings
• Affiliate GMV: % of sales via creator links
• Restock velocity: how fast first batch sells out
• Community growth: followers gained during campaign

TikTok’s analytics let you attribute sales to each video and affiliate. Combine that data with Shop backend reports to see which creators actually sold, not just posted.

9. Keep the Momentum Going

After launch week, double down — don’t stop.
Keep the narrative alive with:

• “Behind the formula” videos from founders
• Customer review reactions and duets
• Creator education content (“3 ways to use our new serum”)
• Lives around restocks or new bundles

Somerce calls this Phase 2: Evergreen Loop — where the launch energy turns into long-term Shop performance.

10. Case Study Snapshot: Glow For It

• Product: Lash & Glow Serum
• Goal: £50K in first month
• Execution: 60 creator seeding kits, TikTok Live launch event, daily affiliate posting
• Result: £120K GMV in 30 days; 5× increase in follower count; brand hashtag 3.4M views

By building TikTok-native anticipation and letting creators lead, Glow For It doubled its target and built a permanent audience.

Final Takeaway

A viral TikTok launch doesn’t happen by luck — it’s engineered.
The formula is simple:
authentic creators + structured rollout + interactive moments + fast follow-up.

TikTok gives every brand a stage — but only those who plan for virality will convert buzz into business.

If your next launch isn’t already built around TikTok, you’re leaving sales — and culture — on the table.

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