By: Chelsea Robinson

When Kelsey Farrar first encountered TikTok, it is not the shopping features that catch his attention but the sheer magnetism of its algorithm. “What drew me first to TikTok was the organic content right around Covid,” he explains. “Anyone that’s been on TikTok knows how insane the algorithm is. It grabs you and knows exactly what you’re thinking about, what you want to look at, your interests very, very quickly.”

Building the Foundation for Virality

Virality — the rapid spread of content online — is never guaranteed. What matters, in his view, is increasing the odds of success through careful product selection and creator partnerships. “You can never guarantee virality, but you can set yourself up for the best chances of success,” he says.

At SparkTok, his team identifies products that are visually demonstrable, unique, and priced within the impulse-buy range of $20 to $30. “Free shipping is a big aspect to a TikTok shop,” Farrar says. “If you don’t have free shipping, it just doesn’t make sense. Everyone on Amazon is used to that, and TikTok shoppers expect the same.” Once the right product is identified, the creative strategy becomes equally critical. He highlights the importance of showcasing a transformation or telling a story within the first moments of a video. “Storytelling is huge. If a creator can show before-and-after effects while keeping the audience entertained, the chances of that video resonating increase significantly.”

The Power of Trusting Creators

For Farrar, one of the most common missteps brands make on TikTok is trying to over-direct their creators. “Usually I would say leaving the creative to the creator,” he explains. “The one thing we have to tell brands is to take a step back because as soon as you start telling a creator what to do, that’s when the videos start getting the 200, 300 views.” He believes that authenticity is what makes TikTok unique compared to other platforms. Content that looks overly polished can feel disconnected. Instead, the most successful videos often come from everyday creators who genuinely enjoy the product. “On TikTok, what you want is that person that just genuinely found your product, loves it and just wants to talk about it. And that person isn’t a marketer. Maybe the video isn’t perfect, maybe the lighting isn’t great, but it feels real. That’s what resonates.”

Farrar also points to subtle engagement tactics creators use, such as intentional mistakes. A misspelled word or a small error sparks debate in the comments, which in turn signals to the algorithm that the video is engaging. “If you layer in the creators that can do those intentional mistakes and know how to craft videos even more while keeping that authenticity, that’s where it can get really, really powerful.”

Measuring Success and Scaling Growth

The SparkTok approach to success measurement stresses the importance of aligning expectations with each creator’s typical performance. “You want to keep your goals realistic. Make sure you line them up with the average of what the creator is already doing. And then you’ll quickly see which videos do well.” When a video shows early signs of traction (spikes in comments, saves, or above-average viewership) Farrar sees that as the moment to accelerate. “As soon as that happens, that’s when the fun begins, because you can put ad spend behind it and it starts this flywheel of showing it to more people. And as long as the video has those engaging components, it just grows and grows.” This blend of organic traction and paid amplification is central to his strategy. For Farrar, TikTok Shop is not just about creating ads but about fostering authentic storytelling at scale, then using the platform’s tools to extend that reach.

Shaping the Future of Social Commerce

As TikTok Shop continues to expand, Farrar’s expertise highlights the shift in how consumers discover and purchase products. By focusing on authentic content, empowering creators, and applying strategic amplification, he helps brands navigate a landscape where entertainment and commerce are increasingly intertwined. “Creators are very clever,” he says with a smile. “They know how to connect with audiences in ways brands often can’t see. Our role is to give them the space to do it.”

Readers can connect with Kelsey Farrar on LinkedIn or visit his company’s website for more insights.

Disclaimer: The content of this article is intended for informational purposes only. The strategies and approaches discussed regarding TikTok, social commerce, and content creation may vary in effectiveness depending on individual circumstances and market conditions.