Etsy, the online marketplace for handmade and vintage sellers, is encouraging sellers to embrace short-form video content as a powerful way to market their products and grow their audience on social media. Inspired by the success of platforms like TikTok, Etsy is making moves to help sellers adapt to this fast-paced marketing landscape.

In this article, we’ll explore the evolving role of short-form video for Etsy sellers, the importance of authenticity, and the impact of trends—while also addressing the growing concerns about TikTok’s potential ban in the U.S.

Looking for an alternative to TikTok? We’ll also touch on some other widely used short-form video apps like Instagram Reels, Facebook Reels, and YouTube Shorts to help sellers diversify their strategy.

Why Short-Form Video Matters in 2025

Short-form video has completely changed the way consumers discover and engage with products. Platforms like TikTok have proven that bite-sized, engaging content captures attention faster than traditional marketing methods. As a result, platforms like Instagram, Facebook, and YouTube have followed suit with their own short-form video features.

Etsy encourages its sellers to use social media for Etsy to showcase their products, tell their brand stories, and connect with audiences on platforms like TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts.

Is Etsy Explore Still a Thing?

If you’re wondering about Etsy Explore, the short-lived feature introduced by Etsy in 2022, here’s the scoop: Explore was Etsy’s attempt to integrate short-form video directly into the platform. It allowed sellers to create engaging product videos and upload them directly to their shops, giving buyers a more immersive shopping experience. The idea was to showcase products in a way similar to TikTok or Instagram Reels, where videos could educate, entertain, or inspire shoppers.

However, despite its potential, Etsy Explore was retired in 2024. Etsy sellers like 3PinkMoons, who shared their experience in the Etsy forums, expressed disappointment with the decision:

“Etsy just sent me an email about the explore feature. They said ‘the Explore Feature is no longer available,’ and that’s all they said, besides ‘thanks for your feedback.’ I loved this feature.”

Etsy hasn’t elaborated much on why Explore was discontinued, but it’s clear that short-form video remains an important part of eCommerce marketing. Sellers are now encouraged to use platforms like TikTok, Instagram, and YouTube to connect with audiences and showcase their products.

Authenticity is Everything

In 2025, authenticity is the driving force behind effective marketing. Consumers want relatable, genuine content over perfectly polished ads. For Etsy sellers, short-form video provides the perfect opportunity to show the human side of their business—whether it’s packing orders, creating products, or sharing a peek into their workspace.

Videos that showcase authenticity:

• Highlight the craftsmanship and personal touch behind your products.
• Build trust and loyalty with your audience.
• Help differentiate your shop from mass-market resellers and drop shippers.

Pro Tip: You don’t need a big production team—raw, unpolished content often performs better because it feels more relatable and real.

Etsy Sellers can Use TikTok for Inspiration

TikTok might seem like it’s full of mindless entertainment. But it can also be pretty inspiring for someone who owns their own craft business. It can be a good way to see process videos and get a behind-the-scenes look at other crafty folks. And for sellers, these are exactly the types of videos Etsy wants you to create to showcase your products.

Etsy wants sellers to record their own behind-the-scenes videos of how they create their products. That way shoppers can get a feel for the person (and small business) that they’re buying from. This adds a whole new level of authenticity to help shoppers decide on what to buy.

Use these TikTok videos as a quick example:

@a_tall_glass_of_anxiety

He’s ✨Magic✨ally restored. #stuffedanimalrestoration #stuffedanimal #bestfriend #cleantok #materialgirl

♬ State Lines – Novo Amor

@amber_emmi Oh to be a bird at sea ✨ #oceanartist #seascapepainting #oceanpainting #oilpainter #fineartist ♬ Je te laisserai des mots – Patrick Watson

@blushcandles

Packaging our first order from Etsy! 🤍 #smallbusinesscheck #packagingorders #etsycandles

♬ Lofi – Domknowz

Capitalizing on Trends Without Losing Your Brand Voice

While Etsy search trends can help drive sales, short-form video trends can drive more traffic to your listings.

TikTok’s trend-driven culture has shown that jumping on the right trend at the right time can significantly increase your reach. However, staying true to your brand is key. Use trends as a framework to creatively showcase your products.

For example:

• Pair a trending sound with a quick product demonstration.
• Join a popular challenge by incorporating your product in a fun or unexpected way.
• Use hashtags like #SmallBusiness or #HandmadeWithLove to connect with buyers looking for unique items.

This approach works not only on TikTok but also on Instagram Reels, Facebook Reels, and YouTube Shorts, where trends often overlap.

The Potential Ban of TikTok in the U.S.

In 2025, the possibility of a TikTok ban in the U.S. continues to make headlines. While the platform is still operational, Etsy sellers should consider diversifying their short-form video strategy to avoid over-reliance on a single platform.

Here’s how other platforms stack up:

• Instagram Reels: Ideal for showcasing products in a visually appealing way, especially with its connection to Instagram Shopping.
• Facebook Reels: Great for tapping into Facebook’s older demographic and extending reach.
• YouTube Shorts: Offers long-term discoverability, backed by YouTube’s powerful search engine.

By spreading your content across multiple platforms, you’ll protect your strategy from potential disruptions while maximizing your reach.

How to Create Winning Short-Form Videos in 2025

Here are some tips for creating effective short-form videos:

• Educate: Teach viewers about your product or process. Share tips, tricks, or unique details that add value.
• Inspire: Show how your products solve problems, spark creativity, or bring joy.
• Entertain: Keep it fun and engaging! Use humor, storytelling, or compelling visuals.
• Hook Early: Grab attention in the first three seconds. A strong opening is crucial.
• Post Consistently: Algorithms favor regular posting, so aim for at least weekly updates.
• Cross-Post: Repurpose content across platforms like Instagram, Facebook, and YouTube to maximize reach.

TikTok’s Effects on the Consumer Market

TikTok has significantly transformed consumer behavior, particularly in product discovery and purchasing decisions.

According to a comprehensive study by Oxford Economics and TikTok, which surveyed 1,050 small to mid-sized businesses (SMBs) and 7,500 consumers across the United States, the platform has become a vital tool for businesses to reach potential customers.

The study found that in 2023, SMBs’ use of TikTok as an advertising and marketing platform contributed substantially to the economy, supporting jobs and generating significant revenue.

For instance, in California, SMBs’ engagement with TikTok contributed $3.4 billion to the state’s GDP and supported 28,000 jobs.

Similarly, in Tennessee, TikTok use by SMBs added $520 million to the GDP and supported 4,800 jobs.

These statistics underscore TikTok’s role in connecting businesses with consumers through engaging short-form video content. For Etsy sellers, leveraging TikTok’s platform can enhance visibility and drive sales, especially when creating authentic content that resonates with the audience.

Etsy’s Affiliate Program for TikTok

Etsy’s affiliate program for TikTok is another way sellers can earn additional income while growing their shop’s audience. The program rewards sellers for creating short-form videos that promote their Etsy listings, potentially increasing exposure through boosted visibility.

As of 2025, Etsy is also exploring affiliate opportunities on other platforms like Instagram Reels and YouTube Shorts to help sellers diversify their strategies.

Etsy is Going All-In on Short-Form Video

Etsy’s focus on short-form video reflects its belief in the format’s power to drive consumer engagement. While TikTok remains an important platform, Etsy encourages sellers to also leverage Instagram Reels, Facebook Reels, and YouTube Shorts. Each platform has its unique strengths:

• Instagram Reels integrates with Instagram Shopping, allowing buyers to seamlessly explore and purchase your products.
• Facebook Reels reaches a slightly older demographic, offering sellers the chance to connect with different audiences.
• YouTube Shorts combines short-form content with the discoverability power of YouTube’s search engine.

Etsy sellers who embrace these platforms can amplify their reach, connect with diverse audiences, and create buzz for their products.

This approach ensures sellers can tap into TikTok’s vibrant shopping community while staying flexible enough to adapt to other platforms. If you haven’t yet explored Etsy’s affiliate program, it’s worth checking out—it’s a creative way to earn extra while marketing your products.

Over to You

Etsy’s focus on short-form video reflects the ongoing shift in how consumers discover and engage with products. Platforms like TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts are essential tools for sellers to grow their audience, drive traffic, and build lasting customer relationships.

Above all, authenticity remains key—shoppers want to connect with real people and real stories. By using short-form video to share your passion, creativity, and the unique aspects of your products, you can stand out in a crowded marketplace and connect with buyers on a personal level.

What do you think about Etsy’s push for short-form video? Have you started creating content for TikTok, Instagram, or YouTube? Let us know in the comments below!

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