Toys have found a new platform for success: TikTok. With its vast community of young and enthusiastic users, TikTok has become a hotbed for interesting and captivating content. Toy-related videos on the platform have a unique ability to grab users’ attention, much like the global sensation of the “fidget spinner.” From the “Magic Fog Pot” to other toy products, these videos not only gain popularity among users but also offer a lucrative opportunity for bloggers and influencers to generate income.
Recently, a young entrepreneur studying in the United States discovered a toy brand seller on TikTok who managed to make two toy products go viral within just seven days. These products have the potential to become the season’s hottest trend in the toy category.
In early April of this year, a video featuring a popular toy caught the attention of TikTok users. The video, posted by blogger @carina_bestie, showcased the gameplay of a puzzle game console called the “Super Pop It Sensory Decompression Game Machine.” Lasting 55 seconds, the video provided a detailed demonstration of the toy’s features. The game console offers four different game modes, including challenge, memory, scoring, and multiplayer options, making it suitable for individual play or online competitions with friends. The video also highlighted the challenging levels of the game, where players need to press the flashing buttons correctly to progress to the next level. The difficulty increases as the levels advance.
Since its release, this captivating game console has garnered significant attention from TikTok users. Despite its relatively long duration, the video has an exceptionally high completion rate. As of the publication date, the video has received 20.2 million views, 2.1 million likes, and over 8,000 user comments. Users flooded the comment section with praise for the toy, describing it as “cool” and even calling it a “godsend for ADHD.” Many users also mentioned that it helped them break free from excessive phone usage. Numerous users expressed interest in purchasing the toy, leading to an ongoing demand for purchase links.
Interestingly, on April 11, the same blogger, @carina_beastie, posted another viral “trial video” that garnered over 10 million views and a staggering 20.7 million likes. This time, the featured product was an interactive game machine called the “Super Slide” puzzle sliding puzzle. Players need to set up the game according to the LEDs and use their problem-solving skills to move the target block to the automatic detection area.
The comments section of the video indicated that this product also resonated with many TikTok Users at Risk, with numerous inquiries about where to purchase it. These two videos are expected to drive high-traffic conversion and increase the popularity and sales of these toys. The ability to create two consecutive viral videos in just a few days has piqued the interest of the young entrepreneur studying in the United States, who is fascinated by TikTok’s operational model.
Further investigation revealed that @carina_bestie and @carina_beastie are accounts created by a brand seller named Carina’s Toys. These accounts entered TikTok around July of the previous year. Carina’s Toys, likely a seller or a team from China, primarily utilizes TikTok’s live broadcasts and short videos for marketing and promotion.
The content released by the two accounts is mostly similar, consisting of clips from live broadcasts. However, the seller intends to direct all fans from @carina_bestie to another account for unified operations. The frequency of updates on this account is not consistent, but the video content aligns with the content of the main account.
As the primary operating account, @carina_beastie currently has 184,000 fans. The blogger conducts daily live broadcasts here, with video releases occurring at least once a day. The account boasts strong engagement from loyal and dedicated fans. The blogger has also categorized videos, such as introducing new toys and providing toy tutorials, to help new users quickly understand the account’s purpose.
Now, let’s explore the reasons behind the explosive success of these two videos. Typically, TikTok videos gain popularity through views, likes, reposts, and comments. Among these metrics, the completion rate plays a crucial role. The completion rate not only affects the video’s recommendation by the TikTok algorithm but also measures the video’s single playback volume. Most videos achieve their highest completion rates within 15 seconds.
However, the two popular videos in question deviate from this norm. Despite their lengthy durations, nearing one minute, they managed to accumulate over 40 million views. How did they achieve such success?
Firstly, the videos offer an enjoyable viewing experience. Presenting gameplay from a first-person perspective enhances the visual appeal, and the games themselves have impressive graphics.
Secondly, the gameplay is unique and captivating. Both game consoles featured in the videos possess high playability and introduce novel gameplay mechanics that easily capture the curiosity of the audience. The live clips not only demonstrate the toy’s features and gameplay but also provide insights and experiences gained through trial and play. This comprehensive content keeps viewers engaged and compels them to continue watching.
Lastly, TikTok’s platform popularity contributes to the videos’ success. Educational and stress-relieving game toys have gained immense traction, particularly innovative educational toys, which find significant popularity on TikTok.
Thanks to the popularity of these two viral videos, the brand’s independent website experienced explosive growth in traffic. Observations from third-party data indicate that website traffic in March, April, and May of this year amounted to 3.2K, 11.5K, and 6.5K, respectively. April’s traffic was nearly four times higher than March’s.
Currently, there is a substantial demand for educational stress-relief toys in overseas markets. These toys represent a popular consumer product with significant sales potential. According to statistics, the global educational toy market was valued at $76 billion in 2022 and is projected to reach $139 billion by 2031, exhibiting a compound annual growth rate of 10.1% from 2023 to 2031.
This market growth stems from multiple factors. Firstly, the COVID-19 pandemic has influenced the market for the past three years. With work-from-home arrangements, parents have become more attentive to their children’s needs. Consequently, the sales of family board games and similar products significantly increased last year. This trend is expected to continue beyond the pandemic.
Secondly, game toys with educational and stress-reducing properties have gained popularity among Generation Z in recent years. Related videos often garner substantial views on TikTok.
Therefore, toy brands that effectively leverage TikTok Users’ Risk base for marketing can not only attract attention and generate sales through short videos and live broadcasts but also explore various monetization strategies, such as video advertising revenue. TikTok offers a relatively simple entry point to monetization, allowing brands to quickly capitalize on this lucrative platform.
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