Hey,

II've been in a lot of rooms with big health and beauty brands recently.

These are brands already doing seven or eight figures a year in sales and have a great product and great marketing system.

But when it comes to TikTok Shop, pretty much all of them have some if not all of the following challenges.

Today, I want to share the most common solutions to those challenges that we have found.

1. "We're huge everywhere else. Our TikTok Shop is a ghost town."

This is the big one.

A brand can literally be the number one ranked Amazon product or number one on some other channel, but still have zero presence on TikTok Shop with very few reviews, videos, and sales.

That is normal because TikTok does not necessarily care how big you are somewhere else.

TikTok only cares about how many people are posting about your product right now.

What we do: build a creator army.

Not just a few creators, but ideally thousands of videos are what it takes to reach six figures a month on TikTok Shop alone.

The reason is that a few videos do the majority of the work in actually driving sales, and so you have to have a lot of shots on net in order to see that.

Plus, the way ads work is they'll only perform if you have really, really good organic videos that can be run as ads on TikTok.

So the only way to find winners is to have a lot of shots on goal.

More creators means more videos, and more videos means more chances to hit.

That's how we've helped drive over 1 billion views with more than 39,000 creators.

2. "We sent out a ton of samples. Nobody posted."

Pretty much every brand understands that TikTok Shop is a volume game, and so they start sending a bunch of samples. But then they don't make enough money from it, or they don't get enough videos from it to even make that money, and so then they feel pretty bad.

The problem is not the samples, but typically it's creators who got the samples and what those creators were told.

What we do is we send affiliate samples to the right creators, and then we also train those creators on good content ideas that are likely to get the brand sales relatively quickly.

The sample is not a gift, but it's actually intended to be ad spend.

We look for creators that post often and get really good engagement in whatever niche the product is in. The reality is, a small creator that loves skincare, as an example, will usually sell a lot more skincare than Kylie Jenner or whatever famous influencer you could think of.

Every sample sent to the wrong person, or every sample sent without a creator brief attached, is going to be money gone. But every sample that is sent to the right person with the right offer attached will be a video that sells for months. It could potentially be an evergreen ad format.

Want your TikTok Shop math done for you?

Book a free discovery call with my team. We'll look at your hero products, your margins, and what an affiliate army would cost you, all in.

You'll get a straight answer on whether TikTok Shop fits your brand right now.

​Book your free discovery call →​

3. "Our creators post once, then disappear."

Commission-only creators are a great start, but the problem is they might get busy and they might ghost, even if they get you some sales.

What we do is we put profitable creators that are making us money on retainer, as well as on our rewards program. We build a relationship with them so they keep posting long after they receive that initial sample.

4. "We want to turn on ads right away."

Big brands are always used to buying traffic, and so their first instinct on TikTok Shop as well is to start spending on GMV Max ads from day one.

However, on TikTok Shop, that usually just burns cash. What we do instead is we start running GMV Max ads once we're already getting 100 videos per week.

We let creators post, and we watch the data. When videos are clearly selling, that's when we start to put money behind it

5. "We want TikTok to grow the whole brand, not just one channel."

This is the goal I hear the most because brands don't simply want TikTok Shop sales, but they want people to know their name in retailers, on Amazon, and on .com as well. What we do is really focus on top-of-funnel content as well: going viral and getting people to buy the product anywhere, even if they end up buying on Amazon instead of TikTok Shop.

The big picture

The brands that are winning on TikTok Shop are not doing so by luck, but they're doing so because they have similar strategies and systems that they all set up.

The winning systems include lots of creators, the right incentives to get creators to post, and a content strategy in place designed to actually increase not only views but sales from those views.

When this all clicks, things can move quickly. If your shop feels stuck, hopefully this helps you get unstuck before Black Friday.

Talk soon,
Noah

Want your TikTok Shop math done for you?

Book a free discovery call with my team. We'll look at your hero products, your margins, and what an affiliate army would cost you, all in.

You'll get a straight answer on whether TikTok Shop fits your brand right now.

​Book your free discovery call →​

P.S. Disclosure: Most brands that sell on TikTok Shop, including established 8-figure brands, never reach $200,000 a month in GMV, and the chance that any one brand gets there is extremely low. Results shared here are examples of what has worked for some past Maverick Creative clients, not typical results, income claims, or guarantees.