Inside TikTok Shop’s new campaign to help emerging brands succeed
TikTok Shop has had a lot going on lately: The platform held successful TikTok Shop Deals For You Days and Super Brand Day events this summer and also launched a LIVE Price Match Guaranteed program — the first of its kind. It’s even in on the Labubu craze — TikTok Shop has become one of the major platforms where shoppers can score the coveted collectibles.
Against the backdrop of all of that activity, TikTok Shop is showing no signs of slowing down. Its latest initiative: Super Brand Club — a new program that gives emerging and mid-sized brands a lower-threshold entry point into marketing and selling through TikTok Shop.
Smaller brands (more than 171,000 local and small businesses in the U.S. sell on TikTok Shop) can use Super Brand Club to punch above their weight and drive increases in traffic and sales on the platform. Barring some heavy viral luck, no one brand becomes a top seller on day one; however, Super Brand Club is an avenue for emerging and mid-size brands to step into the spotlight on TikTok Shop.
“At TikTok Shop, we’ve seen firsthand the incredible entrepreneurial spirit of small and mid-sized brands,” a TikTok spokesperson said. “But we also recognize that many of them face barriers when it comes to accessing large-scale campaign support to stand out in a crowded marketplace.”
Building brands up for TikTok Shop
In the past year, sales to U.S. small businesses on TikTok Shop have grown by 70%, according to the company. As these businesses continue on that growth journey, the Super Brand Club initiative helps them by bridging the gap between emerging and mid-tier sellers and top performers.
“Super Brand Club was born to create a pathway for these emerging sellers to tap into additional marketing, visibility and creator support,” the TikTok spokesperson said. “It’s a growth incubator that helps brands take that next leap.”
Super Brand Club support includes platform-driven campaigns such as featured placements on TikTok Shop’s homepage, category hubs and push notifications; in-app visibility like banners and search boosts; and creator collaborations with top-tier TikTok creators, livestream slots and affiliate seeding. Additional features include co-funded product subsidies, gift-with-purchase opportunities and leaderboard incentives.
These elements combined help level the playing field for emerging brands, enabling them to achieve greater visibility and sales uplift that are typically accessible primarily to top-tier sellers on the platform.
“If your brand is already investing in its TikTok Shop presence and is ready to take things to the next level, Super Brand Club could be the perfect next step,” the spokesperson said. “You don’t need to be a top seller to participate; you just need to be ready to engage, collaborate and experiment. It’s built for brands that are serious about growth but want a more structured and supportive way to get there.”
Case in point: Chasing the Light Club
TikTok Shop’s Super Brand Club summer campaign, called “Chasing the Light Club,” demonstrated this initiative in action.
The campaign was designed to capture consumer demand during the peak summer shopping season in the U.S. Sellers across fashion, skincare, travel gear, consumables and outdoor equipment received high-impact visibility through platform banners, creator content and livestream integrations. As for results, brands like Truly Beauty and Goo Goo Hair demonstrated high-growth performance, while others, like SUSTEAS and Cowsar Appliance, found success through live-driven strategies.
The visibility brands can gain through Super Brand Club has the potential to translate into significant benefits. For instance, Truly Beauty saw a 115% sales lift, while SUSTEAS and Cowsar Appliance reported more than 1,000% growth in livestream sales alone through another campaign.
“What’s exciting is that these brands were able to use the tools we provided and scale their sales dramatically during this campaign,” the TikTok spokesperson said. “By activating those tools and leaning into live selling and creator collaborations, each brand saw dramatic growth. SUSTEAS saw a 1,039% increase in livestream sales, and Truly Beauty jumped from No. 11 to No. 1 in its category. The key lesson is that performance on TikTok Shop is less about where you start and more about how you show up.”
The takeaway? Brands don’t need to be top sellers to benefit from doing business on TikTok Shop. Super Brand Club offers emerging and mid-sized sellers a scalable and repeatable campaign format with growth as the ultimate goal.
A road map for emerging brands on TikTok Shop
Super Brand Club provides an on-ramp for emerging and mid-sized brands looking to grow their TikTok Shop presence and build long-term business momentum through lower-barrier marketing opportunities — something these brands couldn’t access on TikTok Shop until now.
“Super Brand Club gives smaller brands a more approachable way to get involved in big moments on TikTok Shop,” the TikTok spokesperson said. “These are full-scale marketing campaigns that don’t require the high sales thresholds or massive ad budgets that top sellers typically need to participate.”
With consumer behavior shifting rapidly toward discovery e-commerce, initiatives like Super Brand Club help emerging brands show up with impact. Structured KPIs, traffic drivers, creator collaborations and performance benchmarks provide a foundation for turning attention into sustained growth.
“The brands that perform best in Super Brand Club are the ones that treat it like a growth launchpad, not just a one-off feature,” the spokesperson said. “That starts with selecting one or two hero products, offering deals or gifts with purchase and leveraging every co-marketing tool available. Livestream engagement with creators or through seller-led sessions is one of the most powerful levers we offer.”
As TikTok Shop continues to evolve and expand its offerings, Super Brand Club stands out as a key pathway for emerging brands looking to make the leap from discovery to top-tier success.