It happens fast.

You’re scrolling TikTok and see someone demonstrating a product in their kitchen.

No fancy lighting.

No script.

Just genuine excitement about how well something works.

Suddenly you need it.

The numbers are wild. According to the latest data, TikTok’s ad revenue is projected to hit $33.1 billion in 2025, up 40.5% from 2024.

More importantly, its integration with platforms like Shopify helps that “need it” moment to instantly become “bought it.”

This perfectly illustrates how our “dog brain” processes need. And this style of video triggers multiple buy signals simultaneously:

• Real person using the product successfully
• Authentic environment (not a studio)
• Immediate proof it works
• Clear path to the Coveted Condition
• Social validation from comments
• Direct link to purchase

Traditional advertising takes the long route through our rational “tank brain”.

But watching someone just like us successfully using a product? That’s a shortcut straight to our emotional core.

More importantly, we can see ourselves achieving the same outcome.

The fantasy plays instantly: That could be my kitchen. My car. My transformation.

One click in the TikTok Shop, and it’s on its way.

When the proof is this authentic and the path this clear, the flip from want to need can happen in seconds.

Smart product makers understand this power.

But you can’t fake it. The most effective demonstrations come from real users sharing genuine enthusiasm.

Content creators who make tons of videos for products they’d never use don’t sell well — even if they hit impressive view counts. Our dog brain smells fake.

Has a product video made you click “buy now”? What was it?

Laurier

P.S. I know, it’s strange analyzing why spontaneous content works. But understanding the psychology helps us create better product experiences — even if we never make a TikTok, or use the platform ourselves.