TikTok is a beast of its own, a platform where trends emerge overnight, influencers become household names, and anything—even packaging—can go viral.
Small businesses and entrepreneurs are eager to tap into this phenomenon, but what makes packaging go viral on TikTok? Is it the product inside, or is it the unboxing experience, the aesthetics, the story, or the sheer surprise?
The answer: It’s all of the above.
In this fast-paced world of TikTok, packaging isn’t just about holding a product; it’s about making an experience.
And that experience needs to be worth sharing.
Let’s dive into the elements that make packaging viral on TikTok, why it works, and how you can implement these strategies to give your products the TikTok-ready edge.
Why TikTok Packaging Matters
TikTok Is Visual—and So Is Packaging
TikTok is, at its core, a visual platform. Users scroll through an endless stream of videos, and what grabs attention is not just content—it’s aesthetic.
If your packaging is bland or doesn’t stand out in the sea of colorful, creative TikToks, it’s unlikely to get noticed.
Packaging today needs to not only serve its function of protecting the product but also be an extension of your brand. It’s about brand storytelling, shock value, and creating moments that encourage sharing.
TikTok is where trends are born, and packaging has become the unsung hero of this digital age. Packaging can be so powerful that it often becomes a main character in viral unboxing videos—from quirky designs to unexpected surprises.
Key Ingredients of Viral TikTok Packaging
Unboxing Moments That Spark Joy
The most viral TikTok videos often feature an unboxing moment. People love watching packages being opened—there’s an element of anticipation and discovery.
What makes an unboxing moment shareable:
- Surprise and Delight: A unique or unexpected feature inside the box can instantly elevate the experience. Think hidden compartments, secret notes, or a surprising pop of color.
- Tactile Engagement: From luxurious tissue paper to quirky, well-crafted inserts, the more interactive the experience, the more likely someone will want to share it.
- Elevated Expectations: When a product arrives in standout packaging, it sets the tone for what’s inside. Quality, creativity, and care in the packaging show that the business values its customers and isn’t just about selling a product—but about creating a memorable experience.
Storytelling Through Packaging Design
In the TikTok era, storytelling is everything. Viral packaging isn’t just about how pretty it looks—it’s about the story it tells. Whether it’s inspired by your brand values, a special collection, or something nostalgic, a strong narrative creates a deeper connection.
For example, a beauty brand could use packaging that references the history of beauty products, creating a sense of authenticity and heritage. Alternatively, a quirky gift shop might use fun, over-the-top packaging with illustrations and slogans that reflect their fun, irreverent approach.
The idea is simple: What’s the story behind your packaging? If there’s no story, there’s less chance it’ll be shared. People love to share things that feel authentic, personal, or worthy of their community’s attention.
TikTok Trend Alert:
Viral packaging often taps into nostalgia or unique personal experiences. If your brand can tie its packaging to a broader cultural movement or meme, it increases the likelihood of gaining traction.
Custom Labels and Limited-Edition Designs
One of the most shareable features on TikTok packaging? Custom labels and limited-edition designs.
Consumers are more likely to share packaging that feels exclusive, unique, or personalized.
Custom labels, stickers, and designs don’t just give your product a polished look—they also create an air of scarcity or prestige that is prime for social media sharing.
Why custom labels go viral:
- Exclusivity: Limited-run gift packaging (think premium branded tissue with custom inserts) or labels designed just for special releases (e.g., holiday collections or one-time events) can make consumers feel they are part of an exclusive club.
- Personalization: Whether it’s a product that has the customer’s name or a heartfelt message, custom labels give packaging a personal touch. People love to share things that feel unique to them.
Pro tip: If you’re a small business, using limited-edition custom labels can generate buzz. Offer exclusive designs for special occasions (think Black Friday, birthdays, etc.) to create anticipation and excitement to drive customer loyalty.
TikTok Packaging Trends to Watch Out For
Sustainability Sells
As more and more TikTok videos highlight eco-conscious movements, sustainable packaging has become a key selling point. Consumers on TikTok are vocal about sustainability—and they’re more likely to share packaging that reflects eco-friendly practices.
This isn’t just about using recycled cardboard. It’s about responsible design choices like minimalism in packaging, biodegradable materials, or reusable components that feel innovative and in line with consumer values.
- Compostable pouches
- Recyclable paper or eco-friendly inks
- Reusable gift boxes
Sustainability isn’t just a trend—it’s a movement. Small businesses can capitalize on this trend by highlighting their sustainable efforts through packaging and sharing the story of their journey toward an eco-friendly brand.
Bold and Interactive Packaging
From QR codes that unlock bonus content to interactive packaging that invites customers to be part of a challenge, interactive packaging is another rising trend. It’s all about turning the unboxing experience into something that goes beyond just the product.
Examples of interactive packaging:
- QR codes linking to exclusive behind-the-scenes content, special promotions, or early access to new product launches.
- TikTok challenges: Print a challenge on your packaging that encourages consumers to post their own unboxing videos with a branded hashtag.
Not only does interactive packaging make customers feel involved, but it also encourages them to share the experience on their own platforms.
How to Create TikTok-Ready Packaging
Design With the Camera in Mind
Remember, TikTok is a visual-first platform. Your packaging needs to look stunning through a phone camera lens. Invest in high-quality, Instagrammable packaging that stands out on screen.
Here’s how to make sure your packaging is TikTok-ready:
- Bold Colors: Bright, contrasting hues or unique color combinations that pop on camera.
- Textures and Materials: Think shiny finishes, holographic touches, or matte surfaces—anything that makes the packaging feel special when seen up close.
- Catchy Graphics: Design your packaging with TikTok’s aesthetics in mind. Are there patterns or trends you can use to tie into pop culture or the current TikTok trends?
Final Thoughts: Packaging in the Age of TikTok
Packaging in the TikTok era is all about creating shareable, engaging moments that reflect the essence of your brand. It’s about storytelling, creativity, and understanding that what’s inside the box is just as important as how it’s presented.
From custom labels and limited-edition designs to eco-friendly materials and interactive elements, small businesses can harness the power of TikTok to turn their packaging into the next viral sensation. In today’s digital-first world, where everyone is a creator, your packaging should be ready for its close-up.
The next time you’re designing your packaging, think about how it’ll look in a TikTok video. Will it spark joy? Will it make people pause and say, “I have to share this”? That’s the power of packaging in the age of TikTok.
