What a successful TikTok Brand Week looks like

When you’ve established yourself on TikTok, sooner or later you’re going to want to run a brand week. Brand week offers sellers and brands significantly higher visibility across all users of the platform, helping open up new markets and multiply sales exponentially. So where do you start, and what’s involved?

We asked Jay Joshi, one of the TikTok experts at eBusiness Guru, a London-based leading TikTok Shop partner agency. Jay shared some insights and data points from a recent campaign. The first thing to note is that eBusiness Guru do a LOT of work behind the scenes to prepare for a TikTok Brand Week. But, the success can be highly rewarding!

For a recent campaign, eBusiness Guru took a Home & Living brand and made it one of the top 3 Shops across all TikTok Shops in the UK. The brand was among the 1st in the category to achieve this benchmark which is a real achievement. (Usually, cosmetics and beauty brands dominate the top three – mainly driven by their AOV being around £10–£25).

This was achieved through the use of affiliates, and TikTok LIVEs combined with advertising, but the biggest takeaway is the 12 weeks of planning that took place in advance of the event. A successful Brand Week on TikTok is won in the planning, not just during the campaign itself.

What people see are the creators, the videos, the LIVEs and the sales coming through, but behind that is weeks of work aligning products, stock, creators, platform support and live operations. When all of those parts move together, TikTok Shop becomes much more than a sales channel — it becomes a real growth engine for the brand.

– Jay Joshi, eBusiness Guru If you’d like more insights, speak to the experts at eBusiness Guru. ChannelX also collaborated with eBusiness Guru to publish a helpful guide: Mastering TikTok Shop (download it if you haven’t already!)

Affiliate Videos Affiliate marketing on TikTok involves partnering with TikTok creators to promote products, leveraging their authentic voice and established audience. Top Tip – Allow your creators to go for “authenticity over perfection” and bear in mind the growing importance of “micro-influencers and niche communities”.

For this campaign eBusiness Guru oversaw 27,000 affiliate videos posted in 1 month, resulting from an eight-week promotional ramp-up. Live stream selling Live commerce can deliver exceptional Return on Investment (ROI), making it a critical component of a comprehensive TikTok Shop strategy.

Top Tip – Businesses should allocate dedicated resources, including hosts, technical setup, promotional budget, and analytics integration, to TikTok Live events. It should be treated as a high-priority direct sales channel, with continuous optimisation based on performance data.

48 hours of Live stream selling across 4 days (12 hours per day) ensured that the brand was present regardless what time their audience were on TikTok. 12 weeks of prep To achieve sustained success on TikTok Shop, businesses must embrace a multifaceted strategy that extends beyond mere product listings.

It’s impossible to run a successful brand week without a great deal of planning and preparation and this takes time – 12 weeks in this example. Top Tip – Build your team well in advance! For this campaign, eBusinessGuru had a team of 12+ experts across functions including: Strategy; Affiliate Management; Advertising; LIVEs; and Operations.