TikTok has transformed the way we interact with brands, products, and packaging. With its short, engaging videos, this platform has turned packaging into a star player in marketing.
From satisfying unboxing clips to viral trends around unique designs, TikTok reveals just how much packaging matters in creating memorable customer experiences.
If you’re not paying attention to these lessons, you might be missing out on a massive opportunity to connect with modern consumers.
Packaging as a Social Media Star
1. The Rise of Unboxing Videos
Unboxing isn’t new, but TikTok has given it a unique twist.
Creators often highlight the smallest details of packaging—peeling protective layers, brilliant foil labels, opening magnetic closures, or revealing surprise elements inside. These moments are deeply satisfying and highly shareable.
Brands like Apple and luxury beauty companies have mastered this. But even small businesses are cashing in by crafting packaging that makes unboxing a performance worth sharing.
2. Unique Designs Go Viral
TikTok loves packaging that surprises.
Whether it’s a coffee cup that doubles as a planter or a custom holographic label that shimmers in the light, products with innovative designs often become trending topics.
Key takeaway: Packaging that tells a story or doubles as a collectible can amplify brand visibility.
What Makes Packaging TikTok-Worthy?
1. Visual Appeal
TikTok is a video-first platform, so packaging needs to look great on camera.
Bold colors, unique shapes, and textures that stand out in short clips capture attention immediately.
2. Interactivity
Packaging that invites interaction—like peel-away layers, pull-tabs, or hidden compartments—drives curiosity and engagement.
Viewers love seeing how it works, and that interaction becomes part of the product’s appeal.
3. Emotional Connection
TikTok thrives on relatability and emotions.
Packaging that reflects customer values—whether sustainability, luxury, or nostalgia—creates bonds that turn customers into advocates.
Lessons from Viral Packaging Successes
1. Custom Flexible Pouches
Flexible pouches are TikTok darlings.
Their versatility allows for creative designs, such as resealable zippers, stand-up displays, and even transparent windows to showcase the product inside.
They’re lightweight, sustainable, and often come with playful graphics that resonate with younger audiences.
2. Minimalist Design
Simple yet striking designs dominate TikTok. Glossier’s clean, pastel-toned packaging is a prime example.
Its aesthetic aligns perfectly with TikTok’s love for visually soothing, cohesive content.
3. Unexpected Additions
Including small surprises—like branded gift tissue (crinkly, for ASMR!), stickers, thank-you notes, or reusable packaging—delights customers and adds shareable value.
How to Make Your Packaging TikTok-Ready
1. Tell a Story
Use packaging to communicate your brand’s story. Share how it’s made, the inspiration behind its design, or how it reflects your values. TikTok audiences love authenticity and creativity.
2. Incorporate Unique Features
Add elements that make your packaging interactive or unconventional. Think of magnetic closures, pull tabs, or collapsible designs. These features can turn ordinary packaging into something worth showing off.
3. Design for the Camera
Optimize your packaging for video. Use high-contrast colors, bold typography, and reflective materials to ensure it pops on screen.
4. Leverage Sustainable Materials
Eco-friendly packaging resonates with TikTok’s younger, environmentally conscious audience. Highlight these efforts in your branding to boost shareability.
Why This Matters to Your Business
TikTok is more than just a platform for fun—it’s a major driver of consumer trends. Packaging that performs well here can directly lead to higher sales, greater brand awareness, and increased customer loyalty.
By investing in TikTok-worthy designs, you’re not just keeping up with trends. You’re building a brand that people want to talk about, share, and recommend.
Examples of Brands Winning with TikTok Packaging
1. Starbucks
Their reusable cups and seasonal designs are a hit on TikTok, with users showing off their collections.
These products demonstrate how thoughtful packaging can create a sense of exclusivity and community.
2. Lush Cosmetics
Their “naked” packaging, featuring sustainable and minimalist designs, aligns with TikTok’s love for eco-conscious content.
3. Oatly
The quirky, conversational text on Oatly cartons has made them a TikTok favorite. The brand’s packaging doubles as a personality, creating a deeper connection with customers.
TikTok Trends to Watch
- ASMR Packaging
The sound of peeling, unwrapping, and opening certain packages is captivating TikTok audiences. If your packaging has satisfying sounds, it could become an ASMR favorite. - Transparent Packaging
Clear windows that reveal the product inside are gaining traction. Transparency builds trust and curiosity. - Personalized Touches
Custom notes or designs for specific customers create viral moments of delight.
Final Thoughts: Why You Should Care
TikTok has redefined how consumers view packaging, making it a key element in the customer journey.
Eye-catching, shareable designs can transform your product from just another item on the shelf to a viral sensation.
Whether you’re a small business, designer, or entrepreneur, understanding these lessons is crucial.
Packaging isn’t just about protecting your product anymore—it’s about creating an experience customers can’t wait to share.
