Short-Form Video Continues to Dominate
Sub-60-second videos remain the most effective content format on TikTok Shop. Data from recent campaigns shows that short videos have a completion rate roughly 100% higher than long-form, and conversion rates about 50% better. The reason is straightforward: users scroll quickly and decide to buy within the first few seconds.
Brands looking to optimise their ad spend should prioritise the short format. A good creator can produce dozens of short videos per week with the same product, each trying a different angle — and only one viral hit is needed to recoup the entire campaign cost.
Livestream Selling Is Professionalising
Livestreaming is no longer an ad-hoc activity. Leading MCNs are building dedicated studios, training creators in live-session hosting skills, and optimising broadcast times based on viewer data. The result is a significant increase in average revenue per livestream session.
- Prime time: 7–10 PM for consumer goods, 12–2 PM for beauty and fashion
- Optimal duration: 2–4 hours, long enough for the algorithm to push traffic but not so long that the creator burns out
- Viewer retention rate: more important than total views — platforms prioritise high-engagement live sessions
Forecast for Next Quarter
We expect the combination of short video and livestream to become the standard playbook. Creators will use short videos to build product awareness, then close sales through livestreams. Brands should budget for both channels rather than choosing one.