18 TikTok Video Ideas Your Customers Will Love (2024)

What do a brow serum, a stretchy blanket, and an olive oil dispenser have in common? They’re all products that have gone viral on TikTok. As the platform gains popularity, more ecommerce brands use it to reach new customers, increase visibility, and make money. But how do they know what to post? 

With so many new TikTok trends popping up, it can be tempting to jump on every one. But it’s vital to consider what your audience wants to see. Once you understand your target audience, you’re on your way.

Ahead, find 18 TikTok video ideas you can incorporate into your TikTok marketing strategy, whether you’re just getting started or need inspiration.

(Still not sure how to use TikTok? Start here, then come back to these ideas for fresh inspiration).

18 of the best TikTok video ideas this year

1. Human moments
2. Trending and topical content
3. Inside the creative process
4. Inspiration TikTok videos
5. Sneak peeks
6. TikTok video Q&As
7. Ask your audience videos
8. Educational TikTok videos
9. Behind-the-scenes TikTok videos
10. Vlogs and recaps
11. Collaboration videos
12. #StoryTime videos
13. TikTok video introductions
14. TikTok video tips and tricks
15. Duets and stitches
16. Tutorials
17. Livestreams
18. POV videos

Creating TikTok videos that resonate with your target buyer can help you attract the right audience and build a following. Here are some TikTok video ideas to get you started: 

1. Human moments

Get real with your followers and don’t be afraid to break that fourth wall. Audiences love hearing from the people behind the brands. 

Below, Isabella Lin of Fizzy Soaps took a break from her brand’s typical content to share her feelings about the growth of her business. It’s refreshing to see a brand’s founder take center stage and discuss the realities of social media. 

If you’re really into something, your brand’s audience will most likely love it too. Try sharing favorite book recommendations or the Netflix series you can’t stop talking about.

You don’t need to talk to the camera to help your brand feel more human—images and captions can work just as well. Imagine you’re sharing with a friend, and keep it short and sweet. 

2. Trending and topical content

It’s tempting to create videos in advance, and this certainly works for other social media channels. When it comes to TikTok account ideas, balance is key. Keep track of holidays and events and see what’s trending on TikTok at that time. Make sure you’re ready to react and create topical and relevant content.

Topical content doesn’t have to be complicated. In fact, sometimes simple posts are best. Natural deodorant brand Wild filmed this short video showing someone “swiping” festival-goers’ armpits with deodorant. This is particularly topical during festival season.

Trends can be trickier, as they come and go quickly. Not every lip-syncing, animal, or dance video trend will fit your brand. Hop on trends that are relevant to your audience, and remember—your video doesn’t need to be trendy to go viral.

⏰ Learn more: What’s the Best Time To Post on TikTok in 2024?

3. Inside the creative process

Revealing your brand’s creative process is another great TikTok tactic. This could be a video of you handmaking products, sketching ideas—really anything that demonstrates the creativity and skill behind your brand. 

Burn.in Candle Co.’s TikTok account is full of videos showing how its various candles are made. Not only are they satisfying to watch, but they demonstrate the care put into every candle.

If there’s anything more satisfying than shopping with small brands, it’s seeing their products being created.

4. Inspiration TikTok videos

Your brand is more than its products, and your TikTok account is a great place to show it.

Reach like-minded viewers and convert them to followers by sharing content that inspires you and aligns with your brand’s mission, vision, and values

Sustainable swimwear brand SevenSeas Swimwear is all about summer vibes, so it’s no surprise that this dreamy video got almost two million views. 

Create and post content that fits your brand’s mood and it’s sure to resonate with your followers. 

5. Sneak peeks

Build anticipation for launches or campaigns by teasing new products, colorways, or other exciting upcoming brand moments. Giving your TikTok audience a first peek encourages followers to come back for more.

Designer Elyse Breanne took a trending song and created this simple but effective video revealing her upcoming product with a video walkthrough. 

If something excites you, it’s likely to entice your fans, too. Incorporating sneak peeks into your TikTok ecommerce strategy can build momentum for new product launches.

6. TikTok video Q&As

TikTok’s new Q&A feature lets your audience submit questions to your account. It’s the perfect way to engage with followers and get invaluable customer insights and new video ideas. 

By enabling the Q&A feature, your audience can flag their comments as questions, so it’s easy for you to spot them and reply. 

This video response from Fizzy Soaps to a follower’s question got almost half a million views. Combining voiceover with a video of soaps being created is a simple way to engage with followers.

The best part is that Q&As offer built-in TikTok video ideas: You can dedicate multiple videos every week or month to answering your community’s questions. 

7. Ask your audience videos

Questions aren’t just for followers—putting them out to your audience is a surefire way to boost engagement and explore how your followers think.

What colors do customers want next season? What TikTok content do they like most? Involve them in the conversation and you’ll gain valuable input from your target audience. 

Ruggable created a topical “ask your audience” video by polling its followers on which rug they preferred based on Bridgerton designs. 

Aligning its questions with a popular show allowed Ruggable to capitalize on excitement for Bridgerton, so don’t feel limited to asking product questions.

8. Educational TikTok videos

Whatever your industry or specialist subject, it’s time to share your skills in informative videos. Own your niche by breaking down complex topics or creating fun how-to videos. 

This technique can help you reach viewers within your niche and convert them to followers. Consider creating a regular series and a TikTok Playlist so your informative posts are stored in one go-to resource.

Peach & Lily created a series revealing little-known facts about Korean skin care. The video below got almost one million views, and is part of a series. 

Not sure where to begin? Ask your followers or check for commonly searched questions within your area. Answering frequently asked questions creates valuable evergreen content that encourages return visits.

9. Behind-the-scenes TikTok videos

Inviting followers behind the scenes makes things personal. Whether you’re a one-person show or a team of 100, behind-the-scenes content is always engaging. 

New York–based fashion brand Cee Cee’s Closet NYC shared this authentic behind-the-scenes moment with followers, getting almost 300,000 views.

XXL and Co brand founder Tina Nguyen created this heartwarming video showing how her mother helps behind the scenes. With 3.1 million views, it’s one of her brand’s most-viewed posts to date.

Whether you show your team at work, share snapshots from behind the scenes at photoshoots, or offer something as simple as videos of your morning coffee, followers value this honest approach.

10. Vlogs and recaps

Recapping your day, week, season, or event—complete with trending sounds—is easy and fun!

Vlogs serve as a diary or scrapbook, perfect for highlighting specific time periods or events. Just throw together the best content you’ve captured. 

This example from jewelry brand Uncommon James combines several clips to capture the mood of a whole day.

You don’t need a physical store to create effective recaps. Snap moments wherever you go for a ready supply of engaging vlogs that offer insight into your brand and demonstrate your aesthetic and ethos.

11. Collaboration Videos

Teaming up with other TikTok accounts is a surefire way to reach new audiences.

Hauslabs regularly partners with TikTok influencers to share “get ready with me” videos, tutorials, and reviews.

In this video, the brand collaborates with Jordan Sloane for an ASMR-style review.

🎵 Learn more: How To Find Trending Sounds on TikTok

12. #StoryTime videos

Who doesn’t love a good story? The #StoryTime hashtag is an excellent source of ideas for getting authentic with your followers. 

From your brand foundation story to your biggest inspirations—and even your biggest fails—stories provide insight into your brand. Plus, they’re simple to film! 

Bed Threads documents the lives of its makers in high-quality, documentary-style TikTok videos.

Whether sharing your own moments or shining the spotlight on your team, storytelling is an opportunity to connect your audience with the real people and moments behind your brand.

13. TikTok video introductions 

This may seem like a no-brainer, but introducing your brand, yourself, and your products in short videos is great exposure. 

Take a look at this video from skin care brand aavrani. It’s a short and sweet introduction to the brand, effectively explaining the product and showing a friendly and relatable face. 

This introduction to Ultra Violette shows what the brand is all about and distinguishes its sunscreens. 

Even if you’ve been posting for a while, introducing yourself and your brand to your followers is never a bad idea. Why not use new follower milestones as opportunities to re-introduce yourself? Or, you can pin your introduction story to your profile for new followers to view.

14. TikTok video tips and tricks

Who doesn’t love a good life hack? Share your best ones to get people talking. Focus on your niche and share products or life hacks that will interest your audience.

Skin care brand Drunk Elephant shares lots of tips and tricks videos, including this one showing how shoppers can use its Happi Scalp Scrub.

15. Duets and stitches

Find TikTok’s Duet and Stitch features in the Effects menu, and start collaborating with other TikTok users.

These features help you elaborate on content that resonates with your audience. While Duet will create a split-screen effect that lets you react in real-time alongside another video, the Stitch feature allows you to clip and edit a response to an existing video.

Check out this relatable stitched meme from Gymshark.

Another benefit of these split-screen videos is the opportunity for humor—whether you infuse it in your reaction or rely on the original video to carry the laughs.

16. Tutorials 

Tutorials educate your customers on your brand and product, for example, by demonstrating how to create a particular makeup look or style a piece of clothing.

Here, Olipop shares mocktail and cocktail tutorials that incorporate its fizzy pop flavors. 

Tutorials like this one position you as an authority in your industry and introduce followers to your products in a non-salesy way. 

17. Livestreams 

Going live connects you with your audience in real time. Use livestreams to share upcoming product launches, and announce giveaways, discounts, and deals. 

Livestreams let you interact with customers, get their feedback on your latest products, and answer their questions. 

18. POV videos 

POV, or “point of view,” videos are relatable ways to connect with your audience. You can use them to spotlight your brand personality and highlight your products. 

See how Vida Glow successfully does this with its collagen products, combining behind-the-scenes video with POV captions to build trust. 

Videos like this have strong potential to resonate with customers. There’s every chance viewers will see the Vida Glow staff using the collagen and feel more confident buying it themselves.

These TikTok video ideas are just the beginning

Many of these video ideas can lead to more content, so you’ll never be stuck wondering what to post. 

Whichever of these ideas you choose, it’s important to experiment and to determine what engages your target audience. Social media marketing should always involve two-way communication—listen to your audience, gather feedback, and center them in your storytelling.