Insights / Perspectives

The TikTok Effect: Packaging Designed for Scrolling, Sharing, and Selling Online

TikTok is no longer just a platform for viral dance challenges and trending lip-sync videos—it has become one of the most influential forces shaping how consumers discover, evaluate, and purchase products. With more than 1.5 billion global users, TikTok has fundamentally changed the path to purchase for today’s consumers who expect brands to entertain, inspire, and engage before they ever convert.

This shift is being fueled by a new generation of consumers. Gen Z now represents roughly one-fifth of the global population and is on track to more than double its income by 2040, according to Euromonitor. A Forbes survey found that nearly half of this cohort turns to social media for information and recommendations—the majority choosing TikTok over Google—making the platform a primary search and discovery engine. Close behind is Gen Alpha, which is rapidly coming of age, gaining spending power, and influencing household purchase decisions—often through what they see online. Digitally native and socially aware, this generation expects brands to engage them in immersive, shareable ways.

The influence of TikTok—and its powerful ability to drive sales—is also evident in the explosive growth of TikTok Shop. U.S. sales surged 407% in 2024 and 108% in 2025, reaching $15.82 billion, signaling a major evolution in social commerce. TikTok is no longer just a branding channel; it is a direct-to-consumer sales platform. With products judged in seconds and shared by the thousands, compelling packaging can play a starring role in consumer packaged goods. Effective and impactful package design strategies can help brands drive engagement—and sales— in this new digital age.

So how can brands translate TikTok’s influence into packaging strategy? Here are four design principles that help packaging stand out on-screen, spark social sharing, and drive conversion.

Buzzworthy Aesthetics

Because image is essential on TikTok, brands must cultivate a strong aesthetic appeal that is not only memorable but shareable. TikTokers are not only reviewing products but also packaging, and visually striking—and functionally exciting—package design is more likely to be featured online and perform well across social platforms.

Innovative pack forms and show-stopping brand design can help brands get featured in TikTok videos and create buzz. Berlin Packaging's design and innovation teams specialize in creating packaging that demands attention. We developed custom packaging for Verse beverages, with a one-of-a-kind conical shape and bright, bold colors, that embody creativity and encourage TikTok sharing.

Photo Credit: Verse

The Element of Surprise

TikTok thrives on delight and discovery—and packaging can deliver both through unexpected details that make the product feel more immersive and memorable. Small surprises, such as a hidden message, an unusual opening mechanism, or a clever structural detail, create moments worth posting.

Multi-sensory elements can also elevate the experience. Texture, soft-touch finishes, metallic accents, and even sound (like a crisp closure or satisfying pop) add depth to the interaction and encourage creators to show the packaging from multiple angles. When packaging defies expectations, it feels more like entertainment than advertising, helping brands stand out, boost engagement, and build stronger connections with audiences who crave novelty.

“Blind boxes,” where the consumer doesn’t know the exact product or package variety inside, can also build excitement and create viral momentum. Surprise fuels emotional reactions, which TikTok’s algorithm tends to reward.

Photo Credit: DQ Vodka

Unboxing as Entertainment

Unboxing remains one of TikTok’s most popular formats—because it turns product delivery into a story. Thoughtfully designed unboxing experiences build anticipation and make packaging feel like part of the product itself.

This is where secondary packaging can play a major role. Consider how the package opens—does it create a sense of suspense? How is the product revealed—does it feel elevated, curated, or special? Inserts, layers, and unique structures can guide the experience and make the unboxing feel intentional.

Influencer kits designed specifically for creators can take this even further, transforming a simple shipment into a shareable event. Berlin Packaging has extensive experience developing secondary packaging with custom shapes, pop-up elements, unique inserts, LED lights, and more to help brands build excitement and get noticed.

La Mer Pop-Up Box

Authenticity Above All

Perhaps most importantly, TikTok rewards authenticity. Packaging should reflect a brand’s true personality and positioning—not chase trends that feel forced or misaligned. Consumers can quickly spot what’s manufactured versus what’s genuine.

Brands that leverage real consumer enthusiasm and stay true to who they are will be far more likely to earn trust, loyalty, and organic amplification. Berlin Packaging uses consumer and market insights to create authentic packaging solutions that fit a brand’s unique essence.

What Brands Should Do Now

As social commerce continues to blur the lines between content and conversion, brands that design packaging with digital-first thinking will be best positioned to win attention and loyalty. To compete in a TikTok-first world, brands should:

• Design with camera-first visuals that stand out in fast-moving video
• Build in shareable surprises through sensory details and novelty
• Optimize for unboxing moments using secondary packaging and creator-ready kits
• Stay authentic to brand identity instead of chasing trends

In the TikTok era, packaging is no longer just what protects a product on the shelf—it’s what stops the scroll, sparks a share, and drives the sale. By embracing aesthetics, surprise, entertainment, and authenticity, packaging can become a powerful growth engine—turning everyday products into viral moments and meaningful connections.

With deep expertise in packaging innovation and design, Berlin Packaging is uniquely positioned to help brands navigate this new landscape—creating packaging that doesn’t just show up on TikTok, but truly stands out.

By: Moira Stein
Date: February 6, 2026