What started out as a place for dance routines and quirky lip-syncs has quickly grown into one of the most powerful platforms for brand building and ecommerce. With over a billion active users and engagement levels now outpacing Instagram and Facebook, TikTok (Shop) isn’t just another social channel, it’s a business tool.
We recently hosted a webinar with TikTok Shop’s fashion growth team expert, Maddie Foreman. Whether you’re just starting out or already well established, our team and Maddie explained how you can tap into trends, create engaging content, run effective ads, and make the most of TikTok Shop to drive real results.
Here’s the best bits from our webinar
Table of Contents
Why TikTok deserves a key spot in your 2025 strategy
Did you know the average TikTok user in the UK spends around 128 minutes a day on the app? It’s become the go-to search tool for Gen Z. Even more so than Google, especially when it comes to finding products and answers. Meanwhile, TikTok Shop was the fastest-growing online shopping platform in 2024, boasting over 200,000 sellers and a whopping 180% year-on-year growth.
Are TikTok trends important?
Trends are what keep TikTok ticking. Whether it’s a catchy sound, a clever transition, or a new challenge, they’re central to how the platform works. Most trends are short-lived, often being relevant for just a week or two. So, spotting them early is crucial for your brand.

How trends usually take off:
- A creator shares something funny, unique or relatable
- It quickly picks up likes, comments and shares
- TikTok’s algorithm boosts it to a wider audience
- Everyone joins in, or gives it their own twist
- It fizzles out and the next one rolls in
Quick tip: Spend 15–20 minutes a day on TikTok just observing. Save sounds and formats you think could work for your brand later.
How to make TikTok trends work for your brand
You don’t need to copy a trend word for word. The real magic is in adapting it to feel true to your brand.
Here’s a simple approach:
Adapt
Use the structure of the trend but make it relevant to your sector.
Tone
Is your brand fun and cheeky, or more informative and polished? Match the tone accordingly.
Be specific
The more niche your content feels, the more it’ll resonate with your target audience.
Hook then sell
Trends are a great entry point, just make sure you naturally link to your product or service. Anything that’s an obvious plug won’t resonate with your audience.
And remember audiences love content that feels real. Things like behind-the-scenes clips, ‘a day in the life’ reels, or showing how you pack customer orders tend to land better than overly slick ads.
Tried and tested tips from our paid social team
- Hook viewers quickly – aim to grab attention within the first three seconds
- ‘Scrappy’ is fine – some of the best-performing videos are filmed on phones with no fancy gear
- Act fast – jump on a trend within 24–72 hours for the best reach
- Stay consistent – create a loose content plan that leaves space for last-minute reactive posts
Building your TikTok strategy: Organic vs paid
Organic Content:
- Helps establish your brand voice and build community
- Should feel natural and in-the-moment
- Engage actively. Make sure you reply to comments, chat in DMs and even comment on other people’s content.
- Focus on key content themes: education, entertainment, and trends
Paid Media:
- Use it to scale what’s already working organically
- Spark Ads let you boost your best-performing posts without losing the social proof
- ‘Always on’ campaigns tend to beat big seasonal blasts
- Test different creative styles regularly via TikTok Ads Manager
Top tip: Don’t separate organic and paid into silos. They work best when they feed into each other. What performs well organically can inform what to put money behind when it’s time.
TikTok Shop: From scrolling to scaling
TikTok Shop lets users discover and buy products without leaving the app, which makes for a smooth and high-converting journey.
The key features of TikTok Shop include:
- Shoppable videos – tag your products directly in content
- Live shopping – great for higher-consideration buys like fashion or skincare
- Shop tab – your own storefront within the app
- Affiliate campaigns – work with creators to showcase your products
As one Maddie from the team from TikTok Shop put it: “It’s not just bargain bits anymore, we’ve seen everything from luxury skincare to Birkin bags flying off the shelves.”
Getting set up with TikTok Shop
It’s surprisingly simple to get started, Maddie walked us through the steps you need to take before getting started on TikTok Shop:
- Integrate with platforms like Shopify, WooCommerce or BigCommerce
- Choose your fulfilment setup, TikTok even offers warehousing
- Install the TikTok Pixel to unlock tracking, retargeting and performance insights

What to keep in mind in 2025
- TikTok is the new search engine – people are asking, “What should I buy?”. Make sure you’re there to answer.
- Community is key! People don’t just scroll, they interact, check comments and convert
- Trends are tools, use them to support your brand’s message, not replace it
Whether you’re a well-known name or just starting to carve out your niche, TikTok offers huge potential. Blend creativity with strategy, get comfortable with trends, and tap into the power of TikTok Shop
Need a hand getting started with TikTok? At Modo25, we help brands navigate both paid and organic strategy across TikTok, Meta and more. Whether you’re after a content calendar, a campaign audit or a full TikTok Shop setup, we’re here to help.
Fancy a free TikTok audit or chat about your strategy? Get in touch with our team, send us an email to, team@modo25.com
If you want to watch the full webinar, you can catch up on all the top tips and insider information here: