TikTok Shop

All Case Studies 🔍 Learn About Sponsorships

So today we’ve got a masterclass on TikTok shop. People got hella questions about it. So I brought in someone with all the answers. My co-host Brian Blum and founder of Nibble. So, by the end of this guest edition, you’ll know exactly how 8-9 figure brands are leveraging TikTok shop.

And as always, thank you to our partners Heatmap and SARAL.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Heatmap

Increase Your Brand's Conversion Rates

How did Essential Essence generate $600K in new revenue?

Back in 2023, Essential Essence was ready to launch its new body wash.

After months of planning, only one item remained.

Essential Essence needed to pinpoint its highest performing landing page.

So they turned to Heatmap.com to solve this problem:

The result?

• Top-performing pages stood out instantly

• Insights into the hotspots where customers click

• How far down the page people actually scroll

• Which elements catch the eye (and which don't)

And Essential Essence increased their Revenue Per Session by 24%, translating to over $600,000 in annual revenue in 2023 alone.

The best part? Setting up Heatmap took just 5 minutes!

TikTok Shop has taken the world by storm as the first new viable source of revenue for consumer brands since FB & Amazon.

More than 125 stores have reached a $10m+ run rate on the platform despite it only being live for a year.

I run an agency called Nibble that represents 14 brands on the platform doing just shy of $1m/month in GMV, spending ~$300,000/mo in ads.

Here’s our playbook for unlocking TikTok Shop.

Step 1: Post 30 times organically per month.

TikTok favors consistency.

You train their algorithm to put your products in front of the right audience.

The platform amplifies your content as it gets better engagement metrics. Simple as that.

30 times sounds like a lot, but here’s your two paths:

Option 1: Founder-Led or Internal Social Team

Create content that gives your brand a personality, and humanizes it.

Tell your story & position yourself against an enemy (competitor, behavior, or industry) to rally your audience behind you.

Balance that out with trends, memes, and skits to make your brand relatable.

Study these accounts: Ryse, Pop Daddy Snacks, Prime Bites

Their content formats are a mix of order packing, factory operations, and notification-style content to build urgency (back in stock, sales terms).

• Pro’s: more engagement, cleaner grid.

• Con’s: lower converting as ads in Meta and TikTok.

Option 2: Post scripted UGC / Faceless shot on iPhone content

Without a full social team or a very content-focused founder, option 1 is a challenge.

Option 2 provides external support, guaranteed consistency, and tons of ad-ready content to drive sales.

You can source creators from a UGC platform like SARAL or work with someone like Nibble, our agency, to get content-as-a-service.

Step 2: Scale Up Affiliate volume

80% of GMV (total sales on the platform) comes from affiliate's posts.

Think of it like a video reviews platform, with built-in attribution and conversion in each review.

The key is getting a critical mass of affiliates to post for you. On average, 3-5% of affiliate videos posted will drive any sales. From there - the top 10% will drive 90% of affiliate sales.

To drive affiliate volume, do this:

1. Sign-up for SARAL or a Shop engagement bot

2. Set engagement criteria

3. Copywrite your message to get “sample requests”

4. Filter & approve qualified creators

5. Request ad codes from the affiliates to put your own dollars behind.

Once you have a quality data set on top performers, begin re-negotiating with them.

• Daily posts

• More commissions

• More samples

• Live shopping

All help scale the program for super affordable CPM’s.

And make sure to brief affiliates with:

• Well-timed sales language

• Unique selling propositions (USP’s)

• Relevant hashtags.

Giving them more things to talk about increases the odds of a quality video.

Step 3: Scale Through Ads

It’s extremely straightforward:

1. Get ad codes from top triangulation of watch time, GMV or CTR, and retention time

2. Create 1 campaign, ad set targeting at fully broad, and put 5 ads per ad set

3. Name each ad by the angle or affiliate name for easy clean reporting at the end

Into Action

So in short, here’s the game plan:

• Post organic + spark ad content to drive sales

• How social proof to consumers & affiliates

• Then build an army of grassroots creators to push your brand.

For a fully comprehensive guide, Brian put together a 19-page doc going more in-depth on top converting content types, how to write an affiliate message with 10%+ conversion rates, and more here.

Hope this helps and email [email protected] with any questions.

In partnership with SARAL

How to Post 5x More Content

Daily Elements, a microgreens powder brand, was struggling to publish quality reels consistently.

Then they discovered SARAL's influencer search engine.

• Efficient Search: SARAL’s advanced filters helped identify influencers who aligned with their brand values.

• Creator Relationship Management: SARAL’s CRM provided records of all influencer interactions, posts, and payments.

• Performance Tracking: Real-time insights into traffic, sales, and commissions.

The result?

• 5x More Content: Daily Elements went from producing one partnership reel a month to five reels monthly.

• Higher Engagement: This boost in content resulted in greater visibility and increased audience engagement.

Don't waste another day manually searching for influencers.

• Step by Step: How B2B SaaS brands can boost their top-of-funnel search traffic within 30 days. (LINK)

• Brand Awareness: How to execute a successful Founder-Led Content Strategy in 2024. (LINK)

• Luxury: How Riwowa became an iconic luxury brand (LINK)

• Winning Playbook: Here's how B2B Sass companies should approach link building to increase search traffic in 2024. (LINK)

• Ridiculous ROI: Eargo used this platform to increase purchase conversion rates by 35% (LINK)

Current Favorite Tool

• Is your ad attribution being properly measured across all channels? Find out with Northbeam.