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Influencers don’t sell. Closers do.
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Hey — Here’s the truth nobody in ecom likes to admit: Most influencers don’t drive sales. They look good on a brand deck, but when it comes to actually moving product? Nothing happens. "Influencers" are those airy creators that big brands like Lululemon to act as ambassadors (they are the billboards of social media) Now I am not criticizing -- however when 7 or 8 figure eCom brands try to hire Tiktok or Instagram creators the same way, they are making a CRUCIAL mistake. Brands making $100k to $5m in monthly revenue should not be hiring massive influencers like this - since they will never be able to track back revenue to those views, no matter how viral the content goes. Instead they should hire Tiktok Shop Affiliates. The good ones that I train are called UGC Creator Closers. What’s the difference? • Influencers chase likes. • Closers chase commissions. • Influencers want brand deals. • Closers want to make your brand money so they get paid too. My team swapped out a “big name” influencer campaign for 3 Creator Closers with under 50k followers for a client. Guess who won? ✅ Influencer: 1M views → minimal sales. No idea if the investment made a difference. ✅ Closers: 500k views total → $38k in sales. That’s the difference between vanity metrics and actual revenue. 👉 I put together a free guide on how to turn influencers into Creator Closers. Reply “GUIDE” and I’ll send it your way. Talk soon, Noah Frydberg |
Noah Frydberg, CEO @ Maverick Creative
Subscribe for valuable content about how to scale your brand, from an award-winning Tiktok Shop Partner agency.
Hey, Quick change of plans. Yesterday I said today would be about why some brands pay AI creators more than the sale price. That one is coming. Just not today. Because before owners ask about creator pay, they ask something simpler: "Where do we even start?" Brands keep asking me: "Should we start with TikTok Shop, Amazon, or Shopify?" I hear it a few ways on our calls. "How would it work if we focus on Amazon, or focus on TikTok?""Do you have something built just for Shopify?""Everything is...
Hey, Almost every brand call I'm on hits the same moment. The owner leans in and asks: "Okay. What's this really going to cost me?" Fair question. Here's the honest answer. Brands keep asking me: "What does TikTok Shop cost, all in?" Most brands only think about one number. The agency fee. But the fee is just one of four buckets. Plan for only one, and you run out of gas right when things start working. Here are all four. 1. The team (fixed).Someone has to run the machine every day. Recruit...
Hi, Black Friday 2026 is close. If you already run a big brand, the hard part is not “can we sell.” The hard part is that the week is going to be loud, and the brands with more good ads are going to take the sales. So here's how to be one of those brands. TikTok Shop is where people watch and buy in the same place. That matters in Q4 because shoppers are tired. They do not want a long path. They see a video, they tap, they buy. If you are not in that feed, you are not in that checkout. Paid...