From Niche to Necessity: How Snail Mucin Went Viral on TikTok
By Hanna Tekle |
Published on Sep 05, 2025
| 5 min read
What if a single social media platform could take your struggling brand from obscurity to sold-out status in a matter of months? Facing stagnant sales, one skincare brand took a chance on TikTok Shop with its "underrated" Snail Mucin product and unlocked explosive growth.
This blog post will reveal the three core strategies that transformed this niche product into a global sensation, including what helped generate millions of views.
1. Prioritize Product Discoverability on TikTok
Becoming Discoverable: Why Search on TikTok is Your First Priority
TikTok has evolved from a discovery platform to a powerful search engine for products. According to a 2024 Adobe Survey, when asked about content preferences, most people (62%) liked TikTok’s video tutorials best, but they also appreciated product or service reviews (39%).
As many younger consumers appreciate personalized content that caters to their interests, smaller businesses have a significant chance to leverage TikTok's ability to deliver relevant content.
At the time, Snail Mucin was not a widely searched product. Straight Up Growth transformed this brand's "Snail Mucin" into a highly searchable, keyword-rich term, significantly increasing its visibility. Other ways to increase visibility include:
- Building keyword-rich video titles and captions
- Using high-intent, relevant hashtags
- Tapping into trending audio formats
- Creating video content optimized for “how to use” and “what it is” queries
The result: A niche product that was suddenly appearing in front of the right audience at the right time.
2. Define a Category, Don’t Just Compete in One
Competing in a saturated market requires more than features; it demands distinctiveness.
In 2025, the global skincare market reached an impressive USD 192.8 billion. This growth is projected to continue, fueled by several key factors: increasing consumer awareness, a rising demand for natural ingredients, ongoing technological advancements, the expansion of e-commerce platforms, and the growing adoption of anti-aging products.
To distinguish the brand, Straight Up Growth created a unique product category for Snail Mucin, rather than positioning it as just another moisturizer or serum. This created a sense of specialty and expertise. The content strategies focused on brand awareness and educating consumers on the specific, unique benefits of the product.
3. Use UGC to Build Brand Trust at Scale
Once awareness hits, trust becomes the growth multiplier.
The brand awareness content focused on educating consumers about the product, including explanations of snail mucin and its functionality. This approach aims to clarify the product and highlight its benefits. The outcome: gained traction and went viral on TikTok, leading to a 6-month product sell-out. This demonstrates the power of viral marketing.
Focusing on user-generated content (UGC) and authentic creator partnerships is crucial for building social proof and credibility because potential customers see real people using and endorsing the product. This creates a viral loop: awareness leads to trust, which leads to purchases, which generate more UGC and further sales.
4. Sell-Out Success Was the Direct Result of Strategy
The Results Are In: From Struggling to Sold-Out Success
This brand started small, and its snail mucin evolved from an underrated product into a viral phenomenon. This success was not coincidental but rather the direct result of a strategic, three-pronged approach:
- Optimize for TikTok Search so you show up where intent already exists
- Create a Unique Product Category so you stand out from the noise
- Leverage Authentic Awareness Content to convert attention into trust
The incredible result: selling out 6 months' worth of stock in a fraction of the time.
Conclusion
The strategies discussed involve optimizing product searchability to ensure easy discovery, establishing a unique product category to stand out in the market, and leveraging brand awareness to build trust and drive sales. This playbook is not limited to the skincare industry; it provides a blueprint for any brand aiming to unlock TikTok's potential for rapid growth. Contact Straight Up Growth for a free content audit to grow your business.
Q: What are the key differences between selling on TikTok Shop versus Amazon?
A: TikTok Shop focuses on discovery and entertainment-driven sales, while Amazon emphasizes search and product-focused shopping.
Q: What types of products tend to perform best on TikTok Shop?
A: Visually appealing Products, demonstrate well in short videos, and solve a specific problem or need.
Q: How can brands optimize their product listings for better visibility on Amazon?
A: By using relevant keywords in titles and descriptions, optimizing product images, and encouraging customer reviews.
Q: What are some effective strategies for driving traffic from TikTok to an Amazon product listing?
A: Using clear calls-to-action in TikTok videos, leveraging influencer marketing, and running targeted ad campaigns.