Views are not the goal
A video about something broadly funny will outperform a video about your product ten times over and sell nothing. If your best performing content has no connection to what you sell, it is building an audience you cannot monetise.
Check whether your viewers match your buyers before you optimise for more of the same.
Close the path to purchase
If the product is not shoppable in the video, in your bio, or pinned in comments, most viewers will not go looking. TikTok Shop integration removes most of this friction.
Say what to do next. Videos that end without an instruction convert far worse than videos that ask.
Match the content to the buying stage
Reach content and conversion content are different jobs. You need both, and you should judge them on different metrics. Stop expecting a viral video to sell.