Instant Impact:
Packaging Design at the Speed of TikTok

Even if you aren’t on TikTok, you’re being influenced by it every day. The chokehold it has on consumer culture is undeniable, and if you are in the business of selling anything to anyone, you really can’t afford to ignore the platform, its creators, or its users.

As packaging experts, neither can we. This isn’t another blog about Gen Z and how to “meet them where they are.” Instead, it’s about one medium’s ability to create so much opportunity for consumer brands at every stage of maturity—no matter where their products are sold.

On Tik Tok, Speed is the Real Influence

TikTok isn’t radically changing packaging design. But it has such a profound ability to influence trends that it touches consumerism in every way. As a forum, it impacts what, why, where, when, and how people buy stuff, and then gives them carte blanche to review, elevate, celebrate, or trash any aspect of the thing they bought (including its packaging). And unlike Amazon reviews—which we can choose not to read—the For You page algorithm feeds Tik Tok users a steam of content they didn’t even ask for (well, sort of; it is absolutely based on their previous viewing habits).

Your animal brain is being activated with newness every few seconds or minutes as you scroll. That means it’s easy to become hooked while watching someone outfit their Stanley mug for a trip to the pool, and then think, “Oh, I have to have that snack tray attachment too. For the Stanley mug I don’t even have.” Great, now I’m about to buy TWO things I don’t need.

TikTok and its trends move so fast, we need a new word for fast. (It is worth understanding how TikTok actually identifies trends and their longevity; you can learn more here.) Many of the consumer goods presented on TikTok Shop quickly sell out, especially the LTOs. For brands, this is both a blessing and a curse.

How Can Brands Keep Up—and Should They?

As with any marketing channel, there are pros and cons to participating. TikTok does not make sense for every brand, and not every brand will reach its target audience through TikTok. Strategy remains essential; there is still real danger in glomming on to a trend that doesn’t match your brand or its consumers. So, what are the pros and cons for CPG brands if they want to capitalize on the speed of TikTok—and what does it mean for packaging?

Pro: LTOs create high demand, boosting brand perceptions and sales quickly.

Con: Your packaging timeline just got condensed, like, tenfold.

Let’s say cottage cheese is trending, and the rat snackers (don’t blame us, it’s a real thing!) on TikTok are mixing some wild stuff into it. And you’re a cottage cheese brand (or one of the mix-ins), so you want to quickly bring one of these uncommon flavor combos to market. You have to make a whole lot happen on a very fast timeline. Can you get the money? Can you get alllll the approvals? Can you test your packaging design quickly (answer: yes, thanks to AI)? Will your retail partners buy in? The reality is the fad may be over by the time you get to market—or it may still be going strong. You can’t know, but can you afford not to try? Here’s a great example of a trend with staying power, and I first learned about this product on TikTok, naturally.  

Pro: TikTokers love a good unboxing experience.

Con: It’s hard to cut through the clutter. 

Yes, there is a de-influencing movement that encourages mindful consumption, rather than irresponsible acquisition. But if you’re employing the right influencers, you’ll probably be able to safely navigate that terrain. Opening ceremonies are still incredibly compelling—watch the beauty space for some real ingenuity and fantastic fails—and well-designed influencer kits still do what they’re intended to: create buzz. The trick is designing something with creative edge, then producing it in warp speed. Don’t worry, we got you.

Pro: TikTok is a great test market for new products.

Con: Can you iterate fast enough to take advantage of what you’re learning? 

Many, many brands send out influencer kits stocked with new products to TikTok creators to gauge interest and usability. There are logistics to this that often only make sense for large brands, but nonetheless, it can be a quick way to assess whether your new item will catch fire or flame out. The real test comes when you’re faced with what to do with the learnings. If you’ve found that your new products have promise, you’ll need to mobilize quickly to upscale production and packaging. If there’s a kernel of something good in there, you’ll need to continue innovating and iterating to turn your insight into something that will sell. (We happen to love this part!)

TikTok and Packaging Design: Take the Lessons, Leave the Noise

TikTok has a ton to teach brand marketers, strategists, and packaging designers about what will hit at any given time. But it’s fickle. It’s unpredictable. It’s still algorithim’d based on human behavior. Sometimes silly things cause a sensation, and brilliant things never gain traction. But TikTok is worth exploring to test and learn, and it helps to have a strong, nimble packaging partner in your corner to help you take advantage of whatever runway it opens up for your brand.