Mastering TikTok Shop in 2025: Your Social Commerce Playbook

Social commerce isn’t just a buzzword, you know? It’s the front door for brands in 2025. With TikTok Shop, the lines between content and checkout blur, turning every video into a shop window. But getting started? It’s a steep climb. From learning curve hurdles to algorithm unpredictability and content saturation, many brands feel stuck between creating content and converting it.

Here’s the good news: social commerce on TikTok is already a powerhouse. TikTok Shop reported a remarkable $33.2 billion in global GMV in 2024—nearly tripling year-over-year growth. This boom isn’t confined to one market; it stretches from Southeast Asia to North America. So whether your brand is big or just starting out, TikTok Shop is a channel you can’t afford to ignore.

Here’s your playbook to cut through the noise and build social commerce success on TikTok:

1. Find Your Niche, Not Just View Counts

TikTok’s algorithm rewards resonance over reach. Instead of chasing broad virality, aim for niche communities like #BeautyTok, #PetParents, or #FashionTok where buyers genuinely engage.

As Sprout Social explains, TikTok’s strength lies in its personalized discovery feed, which makes it easier for brands to connect with micro-niche audiences. Brands featured in this 2025 guide from Stack Influence recommend targeting hyper-specific storefronts: think themed video series, creator-led tutorials, and affiliate-style content with clear product tags. And in our TikTok Shop Guide 2024, we break down how niche storytelling combined with social proof can drive better conversions than paid media alone.

2. Make Every Post Shop-Worthy

TikTok Shop isn’t a separate storefront because it’s integrated into the FYP, meaning every scroll can become a sale. But that doesn’t happen with just passive product shots. Storytelling is the real conversion tool.

The formula:

• Hook early: “Here’s why this changed my skin overnight...”

• Show it in use: lifestyle, demo, or reaction

• Tap to shop: use TikTok’s native product tagging or affiliate links
  

Live selling also made a comeback. Per FordeBaker, real-time livestreaming adds urgency, FOMO, and product education at scale. In our Gen Z growth blog, we shared how brands leaning into live formats saw better retention and higher cart values.

3. Test, Adapt, and Tap into Culture

The TikTok Shop landscape indeed moves fast. Algorithms shift. Audience tastes change. That’s why high-performing brands aren’t just posting, they’re testing.

Here’s some tips:

• Run A/B tests between short-form, long-form, and live demos

• Track key metrics: view-through, product clicks, add-to-cart

• Repurpose winning formats with different creators
  

Beyond formats, cultural fit also matters. TikTok is now the front door to Gen Z beauty, fashion, and lifestyle brands. Align with their values: sustainability, humor, inclusivity, and create content that feels like a part of the feed, not an interruption. In our Gen Z marketing insights, we found that relevance to local humor and trends consistently outperforms overproduced ads.

Key Takeaway

So what’s the catch? TikTok Shop in 2025 isn’t about going viral: it’s about being intentional. The most effective brands are:

1. Going niche: by targeting specific communities and partnering with creators who genuinely connect with those audiences
   

2. Creating shop-worthy stories: that embed product discovery naturally into TikTok-native content formats
   

3. Testing and evolving: content while staying culturally relevant and engaging on-platform trends
   

Do those well, and TikTok Shop stops being overwhelming. It starts becoming a growth engine.

Want to make marketing campaigns that actually convert? Download Near’s Social Media Trends Guide here.

How to Build Community Engagement through User-generated Content in 2025

In 2025, there are only two ways that a brand is interacting with user-generated content (UGC): either they are leveraging it to build their brand presence or completely missing out on its benefits.

And every marketer knows that missing out on what is relevant is a step towards failing with your marketing strategy. No one wants that. We all want to create marketing campaigns that meet our KPIs, if not completely exceed them! Now, how can we do that on social media this year? Community engagement through UGC.

Here’s how to properly make use of UGC to build and engage an online community:

1. Bring in a sense of belonging.

A community is a space in which people know they belong. That means your brand should encourage interaction and connection for a real, vibrant community to thrive on social media, which you can accomplish through UGC.

Why UGC? Although influencer marketing has its unique place in your marketing strategies, trust is not built with an army of flashy KOL content alone.

It can be as simple as resharing an Instagram story a happy customer tagged you in, or keeping a highlight on your page dedicated to customers talking about their experiences. Acknowledge posts through likes, comments, and community spotlights on your pages so they know their trust in your brand matters.

If you need a reference, many beauty brands today do this! One example is about-face by Halsey. The brand’s Instagram Stories are riddled with makeup looks and tutorials by avid users. In addition to that, they also have carousel posts of “muses” using their latest products:

https://www.instagram.com/p/DJVKzZRxhS-/

2. Initiate avenues for interaction.

You can’t just wait for customers to make content about your brand before you take advantage of UGC. Start now by initiating a campaign that invites people to make content about your brand and share it.

For example, one of the ways Spotify Philippines promoted 2024 Wrapped was through its Branded Mission, a TikTok challenge that let users make a year-end recap video through a CapCut template the brand provided.

This gave Spotify users a chance to show off the highlights of their 2024, along with their 2024 Wrapped results, without having to do much editing. Personalization can encourage more interaction!

https://www.tiktok.com/@ckdeleon_/video/7444920087485746450

https://www.tiktok.com/@frnzchuaa/video/7444844382852844807

https://www.tiktok.com/@maybedrei/video/7445160150555462919

3. Tell your brand story through people.

It gets hard to constantly come up with creative content that reflects your brand story. With UGC, you don’t have to rely on your content plan alone to engage consumers.

Each user offers a different voice and perspective about your product, so let these differences make your content more dynamic and approachable.

https://www.tiktok.com/@dyson_ph/video/7495735012726230327

Dyson is known as a high-tech brand of hair and floor care products, but this UGC post communicates its unmatched tech by making it fun and relatable: a challenge that compares the speed of wet-to-dry straightening to a quick makeup routine.

Real-life uses, testimonials, and reviews are just some ways your brand can incorporate UGC in its storytelling. Let customers enrich your brand story through their words and experiences, and you can build an engaged community on mutual trust and appreciation.

Let UGC breathe life into your marketing strategy

UGC lets your marketing campaigns be more grounded, as they make your brand more accessible to its customers. Remember to foster a sense of belonging between customers, create opportunities for customers to interact with your brand, and to give them room on your social pages to tell your story on your behalf.

Want to make marketing campaigns that make a difference? Download our social media trends guide here.

Webinar Recap: 5 Strategies to Maximize Your Brand’s Social Commerce Potential

Isn’t it crazy to think about how social media has evolved over the past five years? What was once a tool for connection and entertainment has become a hub for product discovery, customer engagement, and online shopping, largely due to the digital shift caused by the COVID-19 pandemic.

“Companies have accelerated five years’ worth of digital adoption in just a few months, reshaping the way consumers shop, interact, and engage online,” according to a McKinsey Global Survey. As social media became a sales tool, e-commerce trends like budol buys, live selling, and e-wallet purchasing boomed.

Social commerce is the future, but how should that inform digital marketing strategies?

Near Creative held our second webinar of 2025, entitled “Winning Strategies: Social Media Engagements to Conversions” featuring Mikee de Vega, online brand manager of the professional products division of L’Oreal Philippines.

ICYMI, here’s a recap of the latest insights from the webinar:

5 techniques to boost your brand’s social commerce efforts

1. Showcase your social proof.

Social proof is a must to reach customers on social media.

Issy is a brand that does this well on their socials. From comments, to Instagram Stories, to tagged photos, curious consumers will find no shortage of authentic reviews and testimonials on their feed.

“The more validation potential buyers see, the more likely they are to purchase from your brand,” shares Viktor Kapunan, senior brand manager at Near Creative. “You have to leverage social proof to build credibility and stand out from competitors and to turn engagement into actual sales.”

Our guest speaker Mikee de Vega had this to add, “Engagements are somehow a proxy indicator of social proof because if you have a solid community of followers on TikTok or Instagram that sing the praises of your products in all your posts, then that likely has a positive correlation with your conversion as well.”

2. Maximize shopping features on social media.

Facebook, Instagram, and TikTok have built-in shopping features that make the path from discovery to purchase more straightforward. Tools such as product tagging, shoppable posts, and in-app checkouts can bring better conversions and stronger customer retention.

[image of Boozy for Facebook, Sunnies Studios for Instagram, and BASH Manila for TikTok]

3. Create brand storytelling that inspires, influences, and converts.

Sometimes, the best way to tell your story is to let customers tell it for you. Good user-generated content (UGC) creates a community, and a visible community encourages trust from consumers.

When real customers share their real experiences on social media, they can do the selling on the brand’s behalf. For instance, tagged UGC posts on the pages of Near clients Cebu Pacific, Adidas, and Tip-Top Chicken offer fellow customers insight into why they love these brands.

“The brands that stay ahead have a robust understanding of their brand story and are able to translate that into content that is relevant to consumers,” says Mikee.

4. Turn social engagements into repeat customers and brand advocates.

Once you’ve engaged your audience, here’s how Viktor says you can keep them paying attention. “The key is building lasting relationships by constantly engaging with them, making them feel part of a community, and by seeing them as humans who truly advocate for your brand.”

A great example of this is AquaFlask, who engages their audience through live sessions that allow them to interact while showcasing their products. Sunnies Studios is another example, as the brand has a broadcast channel to more casually reach their audience.

While these social media features are great, of course, rewards, loyalty programs, and other content that signals exclusivity still work to keep customers interested.

5. Make it effortlessly easy to shop.

As we previously mentioned, simpler discovery makes for easier conversions. On Dyson’s social media pages, they showcase their products and the platforms they are present in, making the (online) window shopping process more seamless.

You also have to make it easy for people to add items to cart. Offer clear instructions and next steps, and the conversions will follow.

Make content that’s right for each platform.

To succeed in social commerce, brands must have social proof, use platform-specific shopping features, tell a solid story that turns customers into advocates, and make shopping easy.

“Make sure your message is tailored to why [your audience is] on that platform,” shares Mikee.

Want to turn consumers into loyal customers? Get unique insights when you download our digital guide here!

For episode 5 of Near Creative’s ongoing series Convos with Marketing Pros, we have Jasper Evangelista, brand and marketing director of DITO Telecom.

Jasper offers his unique perspective in the telecommunication industry and his observations on  how to create a cohesive and creative marketing campaign that does not just feel authentic, but specifically rings true to the everyday Filipino consumer.

Tell us more about your company and what’s keeping you busy these days.

“My role revolves around creating marketing strategies that truly connect with everyday Filipinos across the country. Right now, my main focus is on building and scaling what we call DITO ‘telecommunities.’ It’s a movement that reimagines how we connect with our customers – not just through our products and services, but by creating digital hubs that empower individuals and communities to thrive in today’s digital economy.

“This initiative is about more than just providing connectivity. It’s about bridging the digital divide and giving underserved communities access to opportunities they’ve never had before. Whether it’s education, economic growth, or civic participation, we’re working to ensure that no one gets left behind. By combining hyperlocal engagement strategies with purpose-driven digital solutions, we’re not just building a customer base. We’re building relationships that matter.

“Outside of work, I’m passionate about brand education. I love speaking at marketing summits and workshops where I get to share insights and strategies that challenge the status quo. It’s always exciting to connect with other marketing professionals and learners, and to advocate for more inclusive, culturally relevant approaches to brand building – especially in emerging markets like ours. For me, leadership isn’t just about personal success. It’s about contributing to the growth of the entire marketing community.”

You've been in the telco space for the past 5 years. How do you stay updated and how has your approach evolved over the years?

“One key thing I’ve learned is that staying relevant is nonnegotiable. While I keep an eye on tech advancements in information and communication technology, I also focus on observing real human behavior. I pay attention to how Filipinos interact with technology in their daily lives – how they react when they land at airports, how they load data, and what frustrates or delights them about connectivity. These small, everyday moments often reveal insights that data dashboards can’t.

“I also immerse myself in global trends, from Web3 to AI, and even youth subcultures. Over the years, my approach has shifted from simply executing campaigns to building ecosystems. Every initiative I work on now has to create a ripple effect, whether it’s creative work that drives sales, services that delight customers, or systems that scale naturally. I’ve also learned to be ruthless in filtering ideas: if it doesn’t connect meaningfully to the community or drive results, it doesn’t make the cut.”

In your experience, what are the key elements that make a marketing campaign truly stand out in today’s competitive/short attention span landscape?

“For me, it boils down to three things: clarity, contrast, and conviction. First, your message has to be crystal clear within the first three seconds, especially in a world where people are scrolling endlessly. Second, it needs to stand out visually or emotionally to break through the noise. And finally, it has to be rooted in a strong sense of purpose. The majority of consumers these days have built-in “fake detectors” and they can sniff out inauthentic adverts from more than a hundred meters away.

 “When we launched DITO Home Wow-Fi, it wasn’t just about clever wordplay. It was a bold statement about what 5G should really mean: accessible, powerful, and inclusive. As the world’s first commercial deployment of RedCap technology for residential use, it was a global milestone. But more importantly, it made high-speed 5G affordable for millions of Filipinos who had been priced out of high-speed digital access for far too long. This is genuinely our mission DITO.”

How do you see the role of influencer marketing changing, and what strategies do you recommend for brands looking to leverage this trend effectively?

“Influencer marketing is shifting from being about reach to being about resonance. It’s not about how many followers someone has. It’s about how much trust they’ve built with their audience. The best influencers today are those who have deep connections with their communities, whether through expertise, leadership, or authenticity.

“For brands, this means moving away from transactional relationships and focusing on collaborative storytelling. The most successful partnerships happen when influencers genuinely align with your brand’s values. Instead of giving them a script, let them lead the narrative. The goal is to create moments that feel natural and authentic, not like a paid ad.”

With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?

“I have a daughter, Mika, who’s about to graduate from college, so I get my daily dose of engagement with this unique and fascinating generation. Gen Z is unlike any other consumer segment. They don’t respond to traditional advertising. To capture their attention, you need to offer something meaningful, whether it’s utility, creativity, or a way for them to express themselves. 

“Platforms like TikTok are a perfect example of this shift. TikTok rewards content that feels real, spontaneous, and in-the-moment. It’s not about polished perfection; it’s about authenticity. Watching how Mika and her peers interact with content has taught me that brands need to stop broadcasting and start collaborating. The key is to create opportunities for participation where Gen Z and younger millennials feel like they’re part of the story, not just the audience.

“At the end of the day, my advice? Don’t overthink it. Instead of meticulously planning every detail, experiment and adapt. Some of our best campaigns on TikTok came from treating it as a creativity sandbox where users could remix, reinterpret, and personally interact with our brand. The key is to spark participation, not just push out content.”

What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?

“If you want to stay ahead, become a student of human behavior. Pay attention to what frustrates, excites, and inspires people. Test your ideas constantly, and don’t be afraid to fail. Also, look beyond marketing for inspiration. Study things like game design, behavioral economics, and even music videos. The best marketers I know are endlessly curious.

“And don’t be afraid to share your journey. Post your work-in-progress, talk about what you’re learning, and let people see your growth. It’s a great way to build trust and get feedback that helps you improve.”

In 2025, what marketing trends are you most excited about and how are you planning to leverage them more?

“For the first half of 2025, I feel this will be all about participation. Customers aren’t just consumers anymore; they’re co-creators. I’m excited about the rise of interactive experiences, where even traditional ads become opportunities for engagement.

“At DITO, we’re investing in creator-driven campaigns, gamified experiences, and storytelling that adapts across platforms. The goal is to provide value first – whether it’s through education, entertainment, or utility – before asking for attention. The brands that focus on immersion, not interruption, will be the ones that win.”

It is not enough for marketing campaigns to be good. They must be relevant, and they must be resonant to succeed. And the best way to get it right? Think outside the box, try new things, and keep learning from everything around you.

Get into the hottest social media trends of 2025 when you download our guide here. Want to make creative campaigns that resonate? Message us via sales@nearcreative.co!

Here’s a blast from the past: remember the days when our social media feeds displayed content chronologically?

These days, whether you’re scrolling through Facebook, Instagram, or TikTok, you will see a feed curated according to your interests and preferences. Personalization is the name of the social media game, and it has brought about a shift in the influencer space. We are seeing an increasingly even playing field for content creators, in which micro-influencers (10,000 to 99,000 followers) are growing in prominence.

But while we’ve established that micro-influencers have great potential in promoting brands this year, you may be wondering how to approach this shift for your 2025 campaigns. Well, Near’s got you.

3 tips for finding the right micro-influencers

1. Take notes from your audience.

No marketing campaign can be successful without an understanding of the audience you’re marketing to.

If you want to find the right micro-influencers, you can start with your audience. Who are they following? Whose content do they interact with? What kind of content do these creators have? Finding the answers to these questions will already give you an idea of the right micro-influencers to tap because the answers will tell you about their interests, their pain points, and the niches they belong in.

Tapping a micro-influencer your audience already follows is a simple way to ensure that your campaign is a match.

2. Gauge the influencer’s authenticity.

There are simple ways to check if a micro-influencer will be a reliable partner for your campaign even before you contact them.

Just go on their social media profile and take a look at the following:

• Content quality: Look at their posts. See if the content they create is well-made and executed, from the hooks and scripts to their filming and editing styles. They don’t need to have high production value, but they do need to be creative and offer something substantial to the viewer.

• Previous posts: Branded or otherwise, their posts will tell you more about their interests and the kinds of products they gravitate towards. This will also give you an idea of what their audiences care about. Their existing posts are a good way to gauge if your product is something that could resonate with their audience or address a pain point they are experiencing.

• Follower engagements: Micro-influencers tend to have more opportunities to interact with followers due to their smaller community and specific niche. You can tell if a micro-influencer has an engaged following if they respond to followers’ comments on their posts or if the followers themselves have discussions in the comments.

3. Make use of influencer discovery tools.

There is a wealth of influencer marketing platforms that can point you to different content creators in the Philippines. At Near Creative, in addition to our wide influencer database, we use these tools to enrich our influencer recommendations, as they are able to provide in-depth insights such as content niches, posting consistency and performance, average engagement rates, and even influencers in the same category. This way, we are able to refine our recommendations to ensure a brand fit for our campaigns.

These tools simplify and speed up the vetting process, while also ensuring the quality of content for the future.

Making memorable content with micro-influencers

Choosing the best micro-influencers is half the battle, but the other half is developing high-quality content that your target audience will watch.

• Collaborate. An influencer is a partner; not simply a doer. This means that the final output must be the result of collaboration with them; you can guide them on the brand’s identity, while they direct on what content works best for their platforms.

• Communicate. Be clear about what you need, when you need it, and how you need it. When everyone is on the same page, it will be a seamless experience from when you onboard an influencer to when they finally upload the content.

• Cultivate. Build and nurture a relationship with your influencer partners. Getting to know them leads you to understand them better, which will help you create even better content for your future collabs!

So remember, in 2025, micro-influencers are key to social media success! Understand your audience, get to know your influencers, and employ appropriate tools to find the best recommendations. From there, three Cs: collaborate and communicate with your micro-influencer partners, then cultivate a relationship with them to ensure you create more great content and campaigns together.

Want to build an influencer strategy that works? Sign up for our webinar today!

We’re back with awesome new insights for episode three of Convos with Marketing Pros!

In this episode, we are featuring Jonas de los Reyes, head of digital marketing at Metrobank. Jonas’ 20 years of expertise shows a depth of insight into how marketing strategies and campaigns must adapt and evolve to a world that continues to experience change – technologically and behaviorally.

Tell us more about your company and what’s keeping you busy these days.

“I am currently the head of digital marketing and omnichannel at Metrobank, the second-largest bank in the country. Aside from work, what keeps me busy is spending quality time with my family, finding time for my hobby – which is to improve my tactical shooting skills, and some side projects with industry colleagues in the artificial intelligence and fintech (financial technology) space.”

You've had over 20 years of marketing experience in the finance and tech space. How do you stay updated? How has your approach evolved over the years?

“My career has always been in the intersection of technology and the customer, which is constantly evolving. This means there is a constant need to know and understand changing technologies, business landscapes, and consumer behaviors.

“I stay updated with industry trends through engagement of content from select publishers and industry leaders/influencers. I find time to attend industry events to listen to and network with other professionals. I’ve also had the privilege to be invited to speak in events. Preparing for these and interacting with attendees keep me sharp and allow me to understand different points of view.

“Over the years, my approach to learning has evolved. It began with self-help only via what’s online – because at that time, it was the early days of the internet and digital marketing – to learning by doing through mentorship of key bosses in the industry. Then I became a subject matter expert, teaching and giving talks, which leads me to present day where, aside from self-learning, mentorship, and teaching, I now have regular catchups with industry friends and colleagues in which we talk about all things related to fintech, marketing technology, and customer-centric strategies.

What have you observed are the key elements that make a marketing campaign truly stand out in today’s competitive landscape where everyone’s attention span is so short?

“First, personalization is becoming increasingly important. Customers expect tailored messages and experiences that reflect their individual needs and preferences by leveraging data and behavioral insights to deliver personalized interactions.

“Secondly, omnichannel engagement is critical. Customers want a seamless campaign experience across all channels, whether they’re seeing your messaging online via mobile or laptop, or offline through a branch or a billboard. This requires a cohesive strategy that integrates digital and physical touchpoints.

“Lastly, creative storytelling: Crafting a narrative based on insight that connects emotionally with the audience while delivering the brand’s unique value proposition – this remains a strategic imperative, especially today.

“I believe a marketing campaign that integrates these elements while being authentic and visually compelling can stand out in today’s cluttered and attention-challenged landscape.”

With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?

“The rise and eventual ubiquity of the internet has challenged marketers to adapt content strategies that are native to the new platform that is most engaging to the current generation. It happened in the early days of Friendster and later with Facebook and Twitter, and we still see it with Instagram and Tiktok. What has helped me adapt is this simple outline that I learned from my boss in Yahoo:

• P for People. Before diving into any platform, it's crucial to understand who your audience is, in this case the younger generation. Know how they think, what motivates them, what influences them, what captures their attention, etc.

• O for Objective. Clearly define what you want your marketing efforts to accomplish. Are you looking to build brand awareness, drive traffic, generate leads, or improve customer loyalty? Your objective will guide the type of content and campaigns you create.

• S for Strategy. Your strategy should outline the type of content to create, the tone and style to use, and the key activities for success. It’s also important to decide how you’ll measure success (KPIs).

• T for Technology. Technology comes last. Identify and understand the platform. Like Instagram or TikTok, each platform has unique features, content formats, algorithms, and audience expectations.

What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?

“First, always be curious. Stay updated on industry trends, emerging platforms, and customer behavior shifts. Invest in continuous learning since information is generally free. Don’t be afraid to test innovative ideas or explore new channels.

“Second, be data-driven. Learn to understand and utilize data analytics. The ability to interpret data is essential for crafting insightful, effective, and measurable marketing campaigns.

“Third, connect with a community. Build your personal network and surround yourself with like-minded professionals who can teach and inspire you, challenge your thinking, and motivate you to always improve, learn and adapt.”

Remember, folks, social media success requires a depth of understanding – of your audience, your goals, your approach, and your platforms. This is the only way you can make campaigns that are both personal and personalized to your target market.

Dive deeper into the 2025 shift towards personalization by downloading Near’s newest e-book here. Interested to work with us? Message us via sales@nearcreative.co!

Near is back with episode two of our very own Convos with Marketing Pros series, in which we speak with the most respected names in the marketing biz to learn the the best practices for relevant and exceptional campaigns in today’s ever-changing world.

Today’s expert is Roj Tirona, head of marketing at foodpanda Philippines. His longtime experience in the tech and e-commerce industries gives us insightful knowledge into how creativity can turn curiosity into loyalty.