How Unlock Scale with TikTok Shop in 2024

Webinar Replay

June 6, 2024

Danil Saliukov

CEO & Founder of Insense

As the CEO and co-founder of Insense, a UGC platform for media buyers, Danil has helped hundreds of DTC brands and growth agencies unlock the true power of paid social by engaging creators. His work—spanning more than 10 years in martech, startups, and ecommerce—shares a common theme: Growing communities so that business can scale.

What you'll learn

In the world of increasing influence of creators on ecom sales, you should understand all use cases you can partner up with influencers. It is not only about producing UGC but many more you can get including TikTok Shop.

A few takeaways the audience will get:

• Difference between creators & influencers

• What you can get from influencer collabs apart of UGC

• How to find the perfect fit creator

• How to brief creators & influencers

• Pricing: how much is for what

‍

00:00:00:00 - 00:00:22:17
Unknown
What's going on, everybody? Welcome to this episode of foreplay. Fireside. we've got a fun one today. I'm going to let some people roll in. I see everybody's kind of coming in right now. and so, as you, you know, drop into, drop into the webinar right now. the one thing I always like to do, it makes us brings up the vibes is just inside of the chat drop where you're from.

00:00:23:05 - 00:00:42:04
Unknown
because it's always super cool to see, you know, the absolute range of countries and, you know, everyone around the world of people that, you know, tune into for fireside, to learn a bunch of new topics and kind of the experts we have on. So, everybody, right now, I want you to just go and spam the chat and tell me where you're calling in from.

00:00:42:12 - 00:00:58:23
Unknown
yeah. Sharon from Los Angeles. Catalina from the Philippines actually went to the Philippines. I think it's from was like 3 or 4 years ago now in Cebu. It was like an amazing time. I was went to Chicago, checking in from Spain. Beautiful time to be in Spain, New York City, Portland Bay in Australia. Three. in the morning.

00:00:58:23 - 00:01:22:04
Unknown
Well, I appreciate you, messing up your schedule. to join the Sacramento, California, Oakland, California, Saint Petersburg, Saint Petersburg, Florida, Atlanta. This is amazing. This is always, like, what's really cool about doing this online is, you know, people I'm calling from around the world and learn from experts like we are coming on today. and so the talk here today is like, really interesting, right?

00:01:22:05 - 00:01:40:20
Unknown
I mean, most of you know, the people that are in the Fort play community, they're like hyper focused on ads. and, you know, the one of the biggest, you know, drivers for, you know, paid advertising sessions, you're creative. so I'm sure a lot of you have built up, you know, UGC teams, just, you know, sourcing that new content for ads.

00:01:41:04 - 00:01:55:24
Unknown
but what's really cool is that, like, within the last year, we've seen a completely new channel pop up. and that's tick tock shop. and what's really cool about shop is, like, everything we were doing for ads and sourcing content. there's now just, like, a whole new life, that we can take from those processes.

00:01:56:13 - 00:02:21:12
Unknown
and then and start it, funneling it into tick tock, tick tock shop, which one can equal time scale for a brand or whoever you're working with. but that also, you know, is like a new life for all of the content that you have. and the content that you're sourcing. and so I got an absolute expert on, here today to talk about tick tock job and how you can leverage, you know, influencers and creatives and the content you're sourcing, to kind of use Tick Tock Shop in 2024 to really scale.

00:02:22:05 - 00:02:39:02
Unknown
and so without further ado, I'm going to bring on Daniel from incense, one of the largest, you know, UGC creator marketplaces in the world. you actually obsesses about that stuff. So I'm going to bring on Daniel now. How's it going, man? Always good. It's really awesome. Well, it's good to have you here. I'm going to hop off.

00:02:39:17 - 00:02:53:08
Unknown
and then, as always, everybody throughout the talk, if you have any questions at all, drop them in the chat. Right when you have the questions. and on the back end, I'll be organizing those questions and we'll get to all of your questions. after the presentation is done. But I'll let you take it away from here.

00:02:53:08 - 00:03:14:01
Unknown
Daniel. Yeah. Thanks so much, Zach. for having me. it's always great to join, the community that you shaped and, Yeah. Hey, guys, like, it's. Thank you so much for joining the, this fireside, special for those who, disrupted their own, work schedule and, having a call, like, 3 a.m..

00:03:14:01 - 00:03:36:17
Unknown
So with all that respect, we're trying to bring the balance. So that's why it's really important that, you guys, have questions. we're going to be going through all of them. So I'm here not to present, but, more having the conversation with you, even though I have a few slides. So, today I'm going to be sharing about, Tick Tock Shop and, it's more about, like, how to unlock the scale with Tick Tock Shop in 2024.

00:03:37:10 - 00:03:59:10
Unknown
and, first of all, like, just to tell me why I'm here and like, so, my name is Daniel. I'm, immigrant co-founder, based in New York City. So for Jake, who mentioned that he's New York City, so, like, hello, especially so I love the city. and I'm really passionate about creator commerce. and you just see and feel it.

00:03:59:10 - 00:04:23:01
Unknown
And influencers, like, all these tags, are really resonates with me. And I'm constantly learning. And moreover, like all of this presentation is based on what we learn from our customers, from, TikTok shop, community, from, our clients and our partners out there. And typically I'm speaking at, DC, DC conferences. That's how we actually met with Zach back in the days and just became friends and partners.

00:04:24:06 - 00:04:46:07
Unknown
but yeah, what is the instance, you will ask, if you never heard about us? we are a creator marketplace, that helps you to scale your UGC and influencer, programs. And now we have a better creators. around that 50,000 right now. And, that you able to connect to on instance, in a style of Upwork.

00:04:46:07 - 00:05:04:00
Unknown
So it's, freelance marketplace and then, the purpose is that, you see production as well as, our affiliate, campaigns. So there are different ways how to leverage the platform as well as running the whitelisted. That's. So we've been facilitated like thousands of these, connections over the course of the past few years since we launched the platform.

00:05:04:02 - 00:05:27:16
Unknown
And. Yeah. So right now we are currently serving over 1700 brands and, yeah, actually, we have 50,000 for the creators, but those who are based in, in the U.S., it's 30,000. So, today, like, what is the content is about, white tick tock shop, right? because you probably heard about that, but you don't understand, like, how it works.

00:05:27:16 - 00:05:50:24
Unknown
So we're going to be covering up this, as well as the, strategies to optimize your affiliate sales, because Tick Tock Shop is the, primarily, I feel it, way how to work with, with, your sales channel. So, and the last one is how to, connect to your creator engagement, related to the continuous shoppers, success cycle.

00:05:51:04 - 00:06:12:07
Unknown
But, let's kick off with, why tick Tock Shop. And I guess the one of the key question, why tick Tock shop, given that a month ago, the U.S government, kind of like signed the bill to ban this. So we're going to be covering this, also, but first of all, let's imagine there is no any bill has been signed yet.

00:06:12:16 - 00:06:34:14
Unknown
so tick Tock Shop is the biggest thing happening in e-commerce right now. I think if this is the biggest thing after Shopify and before all of that, Amazon that is happening right now, that's why if you are doing e-commerce right now, both marketplace or DTC. So you should be considering to step into Tick Tock Shop.

00:06:34:16 - 00:07:01:23
Unknown
The reason is simple. This is the only e-commerce marketplace in Social's that is, global and really available and scalable. secondly, it's organic. First with influencers. I think there are some marketplaces who, tend to be more like scaled by peat. So this is the organic sales, though, with the capability to, scale that with a bit.

00:07:02:00 - 00:07:33:10
Unknown
And what is the reasonable success, for the customers? why why a lot of brands, they have seen, millions, going in their GMV through TikTok. Moreover, new GMV, like a new customers because, it's really simple to, set up the TikTok shop, plugin in your product catalog with the, Shopify or with, any other, database that you're currently using for, for probably catalog.

00:07:33:10 - 00:07:57:01
Unknown
So it's really simple. then secondly, it's, you can come up with the TikTok. I feel that influencers that is the biggest driver how to generate the sales right away and then, check out natively within the app. So basically, you as a customer, you don't need to live through the, different, behaviors that it's not adjustable to your current experience with the TikTok.

00:07:57:01 - 00:08:23:10
Unknown
So you seeing the great content coming from the some influencer, you go, you click, you see the product, you choose the, size, and then, opening your address and, your payment method, and then you can save that for the next, purchase. So basically it's going to be just asking, shall we use, the same or not and then checkout, as simple as it is and it's going to be fulfilled, you're going to be amazed how the entire process, works.

00:08:24:01 - 00:08:56:12
Unknown
right now, with the TikTok shop. And for the brands, it's actually pretty straightforward how to set up the, the entire experience. Unfortunately, it's not available in all countries, in all regions right now. but it's coming there. Right. And then, you will ask like, but why you, you are saying anything about TikTok. So because it's going to be banned in the U.S and the US is I guess that it's, primarily market for, many of you, I guess the, the answer is simple.

00:08:56:12 - 00:09:18:22
Unknown
So, so we don't know what's going to be with the ban. So it's going to be months until we will, know what actually will happen with that. So we could be postponed. so right now, TikTok already filed. note that they disagree with with a decision right by a U.S government, and it's going to be like a lot of, a lot of confusion conversation around that.

00:09:19:01 - 00:09:38:16
Unknown
So we don't know, like when it's going to be banned and if it's going to be banned. Right. Because, it might be some of the deal that is happening. And then, TikTok is going to be, acquired by some of the US company. Right. but at the same time, TikTok is a global company, so it's still available in the UK.

00:09:38:16 - 00:09:57:18
Unknown
It's going to be available in Canada, it's going to be available, and it's it is available in some European countries. So it's a it's still a global thing. So it's going to be also for us. But the key reason why we're also saying that even though like it's going to be banned in the U.S and it might be banned in other countries, TikTok shop is only a sort.

00:09:57:20 - 00:10:25:11
Unknown
And what I would mean by that is that meta shop or Instagram shop, whatever, like the name you prefer, it's coming. And moreover, it's been here for years. So it's been launched in 2020 though, like, it was stopped, from the really massive like scale in 2022. They basically shut down the entire, shopping tab. And the reason was, simple because there was certain focus on, on beat.

00:10:25:12 - 00:10:45:18
Unknown
So basically you're buying meta, to get the traffic to your, Instagram shop. And that's what this is. This is a way. Right. So like, you can scale that, but, it wasn't a game of, I feel it organic. So right now, what meta does is basically a copy passing TikTok shop, like pixel to pixel. that's, that's number one.

00:10:45:18 - 00:11:13:05
Unknown
And then, they also start in partnership with Amazon. So in that case you can natively checkout with Amazon. So which is simplifying the order of things. That's number one. Secondly you can upload your store to YouTube, YouTuber and Shopify. Just a couple of weeks ago they released that the partnership is going on. So right now plugging in your Shopify store, with a YouTube, it's it's so simple.

00:11:13:07 - 00:11:32:03
Unknown
And lastly, Pinterest, right. So Pinterest is also going there. So what I'm saying here, like TikTok shop is the only start. I think the team is has done a great job. And I wish that, everything is going to be great with the TikTok shop because they cracked the code and, it's it's amazing. And you should definitely in the into this world.

00:11:32:03 - 00:11:54:09
Unknown
But then remember that the social commerce with all these shops in social platforms is happening right now. So you need to be prepared that for the scale on, multiple platforms. But Tick Tock Shop is the one that, definitely deserves, to start with. And then, to continue to scale because we have seen a lot of successful with our customers there.

00:11:54:11 - 00:12:20:19
Unknown
We are on, to the strategies to optimize, your affiliate sales. So, there are a few things that we learn from our, customers, our partners, as well as, from the shopper itself, because we are one of the few TikTok partners, as well as a meta partners. Right. So in that case, we have the access to, like, what's going on in, social, social platforms, particularly for the TikTok shop.

00:12:20:21 - 00:12:43:01
Unknown
So, one of the things it's still remained the same. So content is still lacking. Right? So is content first platform. it's creator first platform. So that's how the way how we consume the content. And then we might, decide whether we're going to be purchase anything or not. So TikTok shop, it's, snappy, authentic content training, entertaining and engaging.

00:12:43:01 - 00:13:12:21
Unknown
Right. So it's always on trend. So that's why you need to maintain the elements of, you can't, affect if you just ad so such as strong coke and then content body and call to action. So all of these are applicable for TikTok shop. It's not only for UGC ads. And then, the key point is that, being on trend so you can use, foreplay just to understand what is going on on TikTok shop right now, what is trendy there and how the other brands scale there.

00:13:13:00 - 00:13:37:01
Unknown
So in that case, you can launch out of this and then you basically can, reproduce, such strategies, like said creative briefs into your, creative briefing when, when you're working with, creators. Right. So in many ways, it's pretty much the same similar though, I guess more authentic or other than that, when you're launching UGC ads, that's number one.

00:13:37:03 - 00:14:03:12
Unknown
The second one is the way how to compensate creators. And what we learned that only commission it is the way though, like it's going to be limiting yourself a lot, especially if you don't have a recognizable brand on TikTok shop or like overall. So you're not Nike. I with a Nike, a lot of I feel it's they would love to work with because it's so easy to sell, you know, like, here's a new job here to go.

00:14:03:12 - 00:14:21:02
Unknown
Like, here's a, here's my interest, here's my commission. I'm ready to give a shot because it's a it's easy sell. Right though like if, there's a brand like more niche or it's still rubbing up. So in that case, it's way harder to sell that to your customers. You need to explain like why this brand. So in that case only commission.

00:14:21:02 - 00:14:47:08
Unknown
It does not motivate, creators to obtain for the campaigns, at least at the scale and at the beginning. So that's why it's really important to attract a high quality creators, right in your product niche. And then, making sure that the you providing them with a specific, instructions how to deliver the content, and then you're going to be control the creative direction and so understanding like what's going on there.

00:14:47:10 - 00:15:12:15
Unknown
And then once you work, with, influencers who are ready to work with a flat fee, let's say $50 plus, 20% commission, then, this is something that will help you to build a success stories. That's number one is secondly, showcase that your product sexually sellable on TikTok shop. So once once you show that then go for all in with a scale.

00:15:12:15 - 00:15:40:12
Unknown
Right. It's going to be easier to motivate, other affiliates to work with only commission. So our, suggestion is going to be, go with a flat fee and commission at the beginning, 100%. And down the road you can still work in the with this model, but, they're not going to go, like, with a scale immediately and offering commissions with products that are not yet having the good reputation on, on the platform.

00:15:40:14 - 00:16:05:11
Unknown
Next one, choosing affiliates that will sell your product. so it's really important that understanding with what you're going to be working on, there is a way how to find those affiliate. So there is a affiliate center by a tock shop. So it's a native, marketplace of creators. and in that case, you can, get a lot of insights about DMVs or you need sales have been sold, for particular product or, like overall, for the, for the month.

00:16:05:17 - 00:16:27:24
Unknown
So this is a really important to understand that, the content, that the fields that you're working with, that you're going to be producing the content and they can speak about this, product in the specific niche. And, also, it's important to understand the audience demographics, all right. Because in that case, most probably they can speak about this product loudly if they have this audience.

00:16:29:07 - 00:16:50:04
Unknown
our product is, pretty much simple. So, TikTok shop is, it's, it's all about community. It's not a one off campaigns. So you're going to be working with the hundreds of creators. One of. But then, the ultimate goal is, though, to find those people who generally love your product and ready to, post something, on a, on a constant basis.

00:16:50:07 - 00:17:18:17
Unknown
So this way, build a community around that. whether it's, select group or discord, find a way. Right. But, it's really important to make sure that are going to be like your ambassadors and then you can, educate them about the products and content creation. Next one is about volume. So we found those folks that we work with, we would like to work with that we build some reputation, around our TikTok shop and about our products.

00:17:18:21 - 00:17:37:22
Unknown
We have success stories with a few others that we can share with, all creators. So everything is set up in the communities there. So the core audience, like let's say 50 creators that you're working with, really closely and getting the feedback from them and more like working on your product catalog based on that. But then, the question is that why TikTok shop is so powerful?

00:17:37:22 - 00:18:11:18
Unknown
Because it brings volume and volume brings by creators. So, first of all, the key question, what kind of the commission that I should put, working with the creators. So TikTok, shop team recommends to start it around, like 15% to share with the creators, though what we long what will learn is that, go to the higher margins that you can afford, let's say 30% is something that you would be ready to share, including with, cost of the product and delivery.

00:18:11:18 - 00:18:28:22
Unknown
So go for it. This is this is a really important. And then, what is the your team capacity to manage all of this relations with you? I feel it's because I feel it's it's not kind of like I'm grabbing the link and then, working that. No, it's constant communication. It's, questions, answers. You know, it's it's really work with, with a people.

00:18:29:12 - 00:18:56:17
Unknown
so that's why with a small brands, what you learn that that 50 affiliates a month. Yeah. This is something tangible with the larger brands, it's a 100 to 150 affiliates. We have some of the folks who are working with, 500, 700 affiliates on a monthly basis. So this is kind of like the giving you a sense of the scale, that, you can get in the TikTok shop, though, like, it's also going to be bringing your GMB like millions in GMB.

00:18:57:03 - 00:19:16:07
Unknown
and moreover, a lot of brands, they reported as back that it's a new customers. So you would be able to find new customers for you through that. And then, in terms of the how to maximize your chances of conversions and viral content, use both outbound, massive email outreach or via affiliate center or inbound platform.

00:19:16:07 - 00:19:43:10
Unknown
It's like incense. So use both. and again with the incense, you can build a reputation with a field center. It's more about scale. And then, offer a combination of commissions and, finding the what program actually helps you to continue maintain your reputation, but at the same time brings your scale. this is kind of like the comparison, between the native field center by TikTok shopping, the, incense.

00:19:43:15 - 00:20:06:12
Unknown
And I want to kind of stay here, for a long time. it's going to be. It makes sense for us to share afterwards. But, there are different ways, about how you service the creators, how you activate the what is the conversion rate? So definitely, the conversion rate with a via a field center is going to be much lower because it's again, about scaling, about DMing hundreds of creators, on a daily basis with the incense.

00:20:06:20 - 00:20:30:08
Unknown
it's going to be way more, higher in terms of the conversions of the deal, though, like, it's a it's less, in the scale. So we're going to be sharing that, this presentation later on. so take a look and if you have any questions, please do ask the fifth strategy 7030 ratio so customers can buy on TikTok, shop in two ways.

00:20:30:08 - 00:20:51:22
Unknown
One of the way is, through the influencer affiliates and stands for 70% of, your total GMV. And then directly from the TikTok shop brand. So not everyone knows that actually, it's not only affiliate game, but you can go to TikTok shop and, you should produce a lot of content for your TikTok shop, and you would be able to generate 3% of your of the sales, out of this.

00:20:51:24 - 00:21:12:05
Unknown
So, there is a recommendation that you should produce around 30 or 40, piece of the content on a monthly basis for your TikTok shop. only. And, you can partner up with the some of the agencies who will be able to produce you can repurpose some of the influencer content or, you can create, you can hire UGC creators to do this work.

00:21:12:05 - 00:21:30:20
Unknown
But this is a really important because only a few games, can bring you 70% of the sales, but, there is a upside of, getting another 30% by producing this content. And then, the pro tip is, always gather the raw materials from the creators. later on, you can, post-production, post, produce this content.

00:21:30:20 - 00:21:53:16
Unknown
You can, repurpose that in ads. and then again, produce more content for your typical page. That's the what is sometimes is missing when you partner up with affiliates, and then you are not using this content and never asking about raw materials from this, influencers. So with us, like an instance, for instance, it does possible to ask, ready to use ads as well as, raw materials.

00:21:53:16 - 00:22:18:12
Unknown
And then you can repurpose this content. and lastly, the last strategy, combining organic compete with TikTok markets. So again TikTok shop is organic first and influencer first platform. But at the same time, paid ads can bring you scale. So once you found that, something is going really well in terms of the number of reviews or donating cells.

00:22:18:16 - 00:22:38:17
Unknown
So you can spark these ads with the info. The spark Ads is widely set at, with our influencer handle. So basically using that is going really well. So spark it, add some ad dollars and you will see that, it can bring really big scale. And then the TikTok shopper, you are going to be proud. I see your in the auction.

00:22:38:19 - 00:23:06:16
Unknown
So, really important also to understand and that's our project. pro tip is don't approach to take the trouble with a paid for strategy to because we haven't seen any success from any brands yet. Maybe it's because of us, but, this is not something that I heard. when everyone is coming, like to tick, tick shop and then just my paid media, doing the paid media and then, basically seeing a lot of success.

00:23:06:16 - 00:23:32:13
Unknown
So bait media is a scale. It's not a starter. Starter is, working with affiliates and working on your content, for your TikTok shop and then, being up, TikTok for the scale. So, I think five minutes more, and then we're going to be going to a Q&A hub for, to see a lot of questions, just to remind you, but how to tell your creator engagement, as simple as it is, everything starts with a with a brief.

00:23:32:13 - 00:23:57:19
Unknown
So 50% of your success is a well-written brief. So more create a greater freedom. you provide to the creators, it's going to be better outcome. So since again, TikTok shop is organic sales company. So organic posting. goes with working with the influencers and provide them a lot of, freedom when it comes to what they how they are going to be selling your product.

00:23:57:21 - 00:24:20:00
Unknown
Your goal is to highlight, what is the inside of the product? What is the unique sales points of the product? We're going to be tapping that, later on. But here's the basically the structure of the, well written, creates a brief for the wall, type of collaboration. So in that case, it's going to be organic posting affiliate, type of the deal.

00:24:20:06 - 00:24:40:04
Unknown
Then, what a kind of the digital boss that you would expect, right? how many what kind of, what content type? that's kind of, like, really important to understand. Like when are you going to be pitching to the creators? And, that's the moment that you're going to be deciding. Are you going to be receive the final version of the video, or are you going to be asking a role for that?

00:24:40:04 - 00:25:13:08
Unknown
We highly recommend to ask for the raw footage, because in that case, you can repurpose that the for both ads and your own shop. So lastly payment I share that flat fee plus commission is really important at the beginning. if, your brand is not yet established, at least on Tick Tock Shop or moreover, like in general, so, so in that it does make sense to compensate with a flat fee because, creators, they also afraid that they're going to be spending a couple of hours of producing the content and then, receiving zero in commissions.

00:25:13:13 - 00:25:33:22
Unknown
Right. But then for the scale, it does make sense to move to only commissions once you can showcase to the existing affiliates or future viewers that that is going to be, it's, it's, sellable on Tick Tock Shop. So in that case, you can go with, with the commission then protocol review. So everything about the product to your brand.

00:25:33:24 - 00:25:54:04
Unknown
So because you need to feed the information to the, affiliates and then they can learn about the product itself and how to, how to message that in the right way as well as, like, content messaging. Right. So what is the, unique sales, proposition? How to you, what is the pain points that you're going to be, solving there?

00:25:54:10 - 00:26:27:19
Unknown
So content description basically it's, hooks body CTA. Our recommendation is that, for UGC ads and for TikTok shop, that hooks and CTAs should be moreover like scripted because this is the role of the marketer. Right. So to produce something that is, it's, really makes sense, to, positioning the product and again, referring back to our hosts, for play is the best way how to learn what's going on right now in, paid so you can learn what kind of the hooks.

00:26:27:19 - 00:26:51:21
Unknown
And so right now is working really great. And moreover, they recently released, a new filter called that. You just see, I believe, so this is the, the easiest way how to find, inspiration for your creative briefing. And then body. Body should be, really flexible and authentic. So in that case, creators can speak about their problems, about their story in more authentic and native way.

00:26:51:23 - 00:27:10:04
Unknown
And then obviously, do's and don'ts. So doesn't make sense to include music. Yes, it does because it TikTok. It's a music first platform also. And then the text overlays and all of this stuff. And then lastly as, references. So references is really important because in that case it's going to be saving you tons of time.

00:27:11:05 - 00:27:29:00
Unknown
once you're going to be collaborating with, influencers, this is the way how we pretty sure that they're going to be helping you to scale your program. How are you going to be writing down the creative brief? It's, again, a 50% of, your success. And the last thing before we're going to be wrapping up with a key takeaways.

00:27:29:00 - 00:27:52:24
Unknown
It's continuous, TikTok success cycle. So, it's simple. source creators. So, you can find them on, TikTok or Affiliate Center. You can leverage insights. You can leverage some other, databases out there. But this is really important to understand. Like what kind of creators do you need to work with then create content, brief them in the in the right way, provide them some directions, and guidance.

00:27:52:24 - 00:28:18:15
Unknown
And always, always update your creative brief. then provide them with a commission, making sure that creators start making money on out of this one. So you will find that a core audience of 50 plus, core influencer affiliates. So shape around them. The greens here, because in that case, you can build and maintain this relations and learn from them like a lot of learns.

00:28:18:17 - 00:28:51:06
Unknown
Then, basically, the algorithm boost, TikTok, shop is going to be, prioritized for those, content that is performing real well. obviously, spark hits. So once, once you, you see that it's going really well in terms of the views. Views, it's enough metric to make sure that, you're going to be sparking these in ads, though, like, obviously, if you see that, a lot of sales is coming out, the 100% is should be, spike in this ads and then, scale in sentences.

00:28:51:06 - 00:29:25:09
Unknown
So in that case you will see that, okay. Right now, I'm at the stage that I am able to work with a dozen. So far, I feel it's on a monthly basis, and it actually generates me, sales and more like positive economics. So in that case, going up with the incentives, moving from the just flat fee, going to the, commission, but sharing, like, really, great commission with, with the fields because they will love your product and they're going to be creating more content and, driving you more sales and, yeah, just, making sure that, you're getting the content, from the creators on the customer

00:29:25:09 - 00:29:40:18
Unknown
base, and produce more of your content. And going back to the sales creators, you will learn from the first campaigns, what kind of the creators are working for you and, who is not? And then, in that case, you can adjust your, so some creators as well as the how to with them and so on.

00:29:40:18 - 00:30:03:05
Unknown
It's basically the cycle. And, every single month, you will going to be learning something new. Lastly, key takeaways. simple three three items. TikTok shop is organic and influencer I feel I feel it sells game. So remember that 70% of your sales will come from, working with influencers. At the same time, do not ignore your TikTok shop.

00:30:03:10 - 00:30:26:10
Unknown
Produce 3,040% of the content on a monthly basis. And, producing this content. And you can produce this content with, influencers and creators that you work in the four affiliate as well. Or you can, source this content by working with agencies or, just hire you, just a creators, on Twitter or on incense, start with a flat fee plus commission and then, leveraging vetted, network of creators at the beginning.

00:30:26:10 - 00:30:50:06
Unknown
This is really important for you to bring the skill, then scale. Right. So scale going with, more creators and, using, I Field Center always, think about how to spark that. What is the right momentum there? So when you see some views or Celsius happening organically, this is the moment to scale that. lastly, it's long term relations.

00:30:50:06 - 00:31:07:14
Unknown
So TikTok shop is not about the one off campaigns and working with, thousands of creators on a monthly basis and never getting back to them. Now it's more about identifying those people who are able to sell your product, on a constant basis and, making sure that you're going to be treating them as the long term partners.

00:31:07:14 - 00:31:31:00
Unknown
So higher offer higher commissions, and then, agree on some, long term, maybe annual deal with them. So just making sure the, they're going to be, making money, with your products. But at the same time, you're going to be have the trust, channel, working with these, folks. So this is the takeaways.

00:31:32:12 - 00:31:54:10
Unknown
follow me on LinkedIn. I'm, really focusing, I guess, like 30% of my content right now goes so with the TikTok shop, because this is a one of the top priority for our company and, overall, like, influencer, I feel it's questions. Awesome. Thank you. All right. So I have, a bunch of questions that came through, as you run through a presentation.

00:31:54:10 - 00:32:15:17
Unknown
So I'm just gonna write them off to you can go kind of over them. And, and if anybody has any other questions, definitely drop them in the chat. right now. but the first one comes from Oliver. So Oliver is wondering as like a new brand. They don't have much presence. You know, what is the most efficient way to get, you know, your first, you know, core group of affiliates?

00:32:15:19 - 00:32:34:20
Unknown
Yeah. a few things. one of them, flat fee plus commission. So this is the price that you have to pay. But, in that case, you can build that some reputation among affiliates. That's number one. Secondly, if you don't have, a lot of budget, so it doesn't make sense to pay a subscription for services like incense.

00:32:35:00 - 00:32:57:07
Unknown
there's a free affiliate center on TikTok shop. So in that case, yes, it's more hustle, to DM all of these influencers. But at the same time, you can find those folks who can generate your sales more manual work, but at the same time, like, it does work. and, yeah, with that, you can build, some of the, successful stories.

00:32:57:07 - 00:33:17:23
Unknown
You can build a reputation among the, affiliates. And in that case, you can go with, with a scale and, reach out to more affiliates showcasing that. Hey, here's the couple of, affiliates that we are working with. they generated thousands of dollars. So you can ask for the certain amount of and get permission from these influencers to share.

00:33:18:04 - 00:33:39:09
Unknown
So in that case, you can build a trust with the fuels and then just making sure that, other fuels, they're not going to be afraid that, they cannot make money, on Tik-Tok shop. Thanks. so Teresa is asking, can you speak to live stream TikTok? Sharks? she's been contact with agencies to host live streams on Tik Tok shops.

00:33:39:17 - 00:33:57:03
Unknown
she also knows how it can be lucrative. it can be for content creator to make, you know, larger commissions, but then appointed, you know, finding brands that easily, you know, sell themselves. So, you know, what do you think about live stream and how do you approach that? It's a massive opportunity. And it's a great question, Teresa.

00:33:57:04 - 00:34:22:10
Unknown
So thanks so much for asking that. I cannot say a lot about this because we do not support live stream right now. So can you do a livestream with, those, creators who are on the incense? Yes, you can though, like, we don't have many insights yet around that. so what I heard and, I heard from TikTok shop, specifically, that live stream is a huge opportunity.

00:34:24:04 - 00:34:57:22
Unknown
and it does make sense to work with those folks who are able to facilitate the problem with a live stream that not every TikToker, even though they might have been influencer with experience, able to do great live streams. when it comes to shoppable videos, this is the problem. So that's why I would approach this by partnering up with some of the agencies who can host all of this live sense, because in that case, they can educate, influencers, to sell that in shoppable way, you know, like because livestream, it's it's pretty different, to be honest.

00:34:58:03 - 00:35:21:18
Unknown
So this is the focus for our team to learn more about livestream. So hopefully we can learn something and then, sharing in the next, fireside. Cool. Rachel is wondering if, you know, they can reach out to their instance, find partner, to pull a list of confirmed TikTok affiliates who are available such interested in Tik-Tok shop like so inside of intents can you filter or Benji?

00:35:21:18 - 00:35:40:04
Unknown
I work with one of one of the client partner managers. Yes. that's that's something that that we do provide. So we have the pack where you can find all of these, influencers who name that. They do have to shop. So in that case, you don't need to explain to all of these influencers. What does it mean to shop?

00:35:40:06 - 00:36:02:17
Unknown
So, yes, it's, they're available and, you can find and those, folks on the platform as well as if you have a list of those if you, if you is that you already work outside of incense, but you want to manage them through the platform because it's way easier. share this list. And then we're going to be bringing up all of these influencers, to the platform.

00:36:02:19 - 00:36:24:19
Unknown
Cool. so, the person's name is project manager, but you mentioned he has a griddle company and he's wondering, you know, he's been working with Tik Tok affiliates for some time. but what's the best way, in your opinion, to get them interested outside of the commission? Is there any other, you know, interesting structures or incentives you seen for affiliates specifically to get them into the program?

00:36:25:12 - 00:36:45:17
Unknown
and just make it more of like an attractive offer? Yeah, I think I feel it itself like it stands by, commission task. So, the, commission is, the biggest leverage. But, what we also learned that some of the brands, who already build their name, in the space, like a typically a bigger brands, eight, nine figures.

00:36:45:19 - 00:37:09:17
Unknown
It's way easier for them to start with just commission. so I think this is the appeal that the like this is the kind of the appeal that you should eat. unfortunately, that, if, your smaller brand, then, then it's going to be harder to sell that, this, I feel it's should would be able to sell that right away and then want some commission for their work.

00:37:09:19 - 00:37:35:20
Unknown
So, my recommendation would be, again, flat fee plus, plus commission and then, building the success stories and then sharing that with other affiliates and do not like them, obviously. So this should be the real story saying like, look, ten creators like one, two making, I don't know, three grand a month, out of selling the our products by creating these kind of the content.

00:37:35:23 - 00:37:58:23
Unknown
are you going to be interested in working with us? Because what, we learned by speaking with, our creators, the reason why they love working through incense, not via the affiliate center, because they getting 5000 direct messages a day. And the majority of these messages are, hey, first name. here's the product. do you want to work with me?

00:37:59:02 - 00:38:18:01
Unknown
Well, that's it's not something that I about, interesting for them, like, at all. it's it's kind of, you know, everyone that is, bumping them. so you should be, really interesting saying like, hey, guys, like, it's actually sellable. We do believe that you can make money off of this because you're so similar to this, creator.

00:38:18:01 - 00:38:41:15
Unknown
Here's the tech, and this creator is making this, amount of money, but obviously ask this creator with the permission to share this, right. Money always talks. Yeah. Comfort. especially in affiliate marketing. Know. Yeah. so from Anna's hustlers, he's wondering, just working with affiliates depend on your following. you know, can you work with affiliates even if you have less than 1000 followers?

00:38:41:17 - 00:39:02:18
Unknown
Yes. oh. Like with, with the less than a thousand? No, I think that there is a threshold right now, a thousand followers. Moreover, until a few months ago, it was, the threshold for 5000 followers. So you can not work with, those folks who have less than a thousand followers, followers because they're not able to create Tick Tock Shop.

00:39:02:20 - 00:39:22:01
Unknown
So the the storefront itself. So you cannot. Awesome. so I got another one from Andrea. She's a it's great so far. Thank you. Andrea, what is your experience when it comes to the average amount? TikTok users are willing to spend? are we just starting out? We're just doing a tick tock shop and wondering which products to put first.

00:39:22:05 - 00:39:49:24
Unknown
High ticket or lower ticket items first. Oh, that's, another good question. So, depends like, what is the high ticket and, lower ticket, for, for a business. But, what we learned that we the it definitely the platform that, with a lower AV is going to be way easier to win because imagine yourself a you're scrolling your TikTok shop for one hour, as the user, and then you seeing the product that, it's $200.

00:39:50:01 - 00:40:10:00
Unknown
So it's definitely, put you into the consideration and then the you need to have a few touchpoints until you're going to be deciding, go for it. So, definitely go with the lower tickets, I would say is something that, have been really popular. It's around like 35 to $75. you've so this is the make sense?

00:40:10:19 - 00:40:31:20
Unknown
from and it should be make sense from your unique account economics. But, I wouldn't go like, lower than 35 and, higher than, 75 for at least at the beginning. Once, once you're going to be learning, how it works and so on. Right? Yeah. More like kind of impulse purchase type decisions, at least right now.

00:40:31:22 - 00:40:48:16
Unknown
Tim is saying he's reached at several tick tock, tick tock influencers and none of them responded, what can you do better when kind of a loaded question, but I mean, is there like a checklist that you would kind of go through and on, like things you should test, things you should try when reaching out? Yeah. I mean, first of all, when do you approach it?

00:40:48:16 - 00:41:07:11
Unknown
I'm like in DM through the affiliate center, through the, some software like instance. so this is the question, right? Because, with us, we have seen the higher response rate because it's a, it's that transfer. It's, way less than, you're going to be reaching out like millions of, influencers. But at the same time, the response rate is going to be higher.

00:41:07:13 - 00:41:33:07
Unknown
This is number one. The second one, I would be checking your messaging and self. So again it's really important to understand and showcase why you interesting in working with this particular influencer. If you're going to be just copy pasting the same message for all of them, well, probably not going to be working until you have a lot of success stories and other influencer setting saying that, hey, I actually made like only five K with this brand, you know?

00:41:33:07 - 00:41:50:04
Unknown
So in that case, once you have these reputation among the influencers and they know that because they are sharing, they have their own WhatsApp groups, you know, to support each other. So in that case, it's going to be really hard to differentiate yourself. So trying to be more personal, at least at the beginning with, a lot of influencers.

00:41:50:06 - 00:42:11:00
Unknown
And secondly, is that what is the messaging itself? So if you are saying that, hey, I would love to work with you. So like it's a generic message, it's it's not saying anything. But if you can share that, hey, we have, this product we know this influencer was able to sell and make even a hundreds of dollars a month.

00:42:11:02 - 00:42:33:12
Unknown
Then it's something like story to tell. So that's why I like you, improving your messaging and making sure that it's, more personal rather than, hey, the same, like, do you want to work with us? Right. Sharon wants to know what dollar amount she suggest is a good starting point for flat and influencers. This is like a minimum threshold where, you know, you wouldn't go below, what we learn right now.

00:42:33:12 - 00:42:58:17
Unknown
So $50, it's it's a really something that creates interest among our influencers. We have seen some of the brands, the, go lower as, much as $30, some of the brands who are really scaling that and doing hundreds of deals a month, and they already built a reputation. They still doing a 100 those, fluffy for the influencers.

00:42:58:17 - 00:43:27:19
Unknown
Because remember that working with, influencers and paying these, smaller commission like $50, 100 of those, you're buying the user trades for this content not only for the posting. Right, but, your full usage, right, to repurpose this content, whether whenever it's, for UGC ads or for, TikTok shop, spark ads, you can repurpose this content and moreover on the platforms like incense, you would be able to repurpose this content, cross-platform.

00:43:27:19 - 00:43:55:17
Unknown
So saying that for meta. So keep in mind that you are actually buying content, that you would be able to repurpose and $50. It's essentially what, Byron Byron wants. No. do you recommend focusing all efforts onto one product or do you just look the affiliate request a sample product for anything in your shop? so what, we'll learn that, you don't need to plug in in your entire product catalog.

00:43:56:20 - 00:44:16:07
Unknown
at the beginning, it's better to start with, 3 to 5, SKU at the beginning, just to learn that, what actually works with you and always go with the your top seller. So even though sometimes it might be like, why do I need to go with a top seller on TikTok shop if it's top seller.

00:44:16:07 - 00:44:38:21
Unknown
So it's it's it's all good, right? Though like with the top seller you would be able to build your reputation way faster. And then, you're going to be plug it in the more products and then, starting offering the. For those of you who generate your sales settings, selling, different products. Right. And then in that case, you're going to be seeing maybe a, there is going to be like a new top seller, or at least the second, the second one.

00:44:38:21 - 00:44:57:10
Unknown
So, yeah. it's better to focus on like three because one product is say again, it's by being not a lot to work with. I got a, I got a, question here from Teresa. Teresa, can you just specify she's asking about B2B. Can you specify what product you're selling B2B and or and we'll get back to the question.

00:44:58:12 - 00:45:19:12
Unknown
got another one here from Allison. when approaching free product plus commission on affiliates, how can you get them to post? They've been struggling with commitment, you know, you know, just sending out the product and people are posting. Is there any way that you can, you know, make sure people are posting? there is no way, that's unfortunate.

00:45:19:12 - 00:45:48:14
Unknown
The reality because, even the on affiliate center, There are not that hard restrictions, that, if influencer haven't been posted that, they will get the penalties. There are some penalties for those folks who are under the program because many influencers, they would be able to, they're going to be capped with how many free products they can get, on a monthly basis.

00:45:48:16 - 00:46:06:17
Unknown
So, in that case, they're not going to be receiving more and more, product gifting, in case that they are they already have been capped. But the problem is that even though like for those folks, if you if you already shipped the product and then, it's only if it's only affiliate commission deal there is no way how to get them posted.

00:46:06:17 - 00:46:25:04
Unknown
And only by signing the agreement at the beginning of, the work. But then it's the question about scalability. That's why we're staying for these, some more affordability and commission. So in that case, they have the incentives because if you are working with the incense, they will receive this flat fee only once they post it and the deal's done.

00:46:25:04 - 00:46:45:08
Unknown
So then you're going to be paying the commission. So but this $3,050 is not a lot to be honest. But it's some kind of the motivation in more aura is, the ranking deal that you can see, like, okay, if it wasn't delivered, then, you can rank this deal by two stars out of five and then, influencer.

00:46:45:08 - 00:47:09:17
Unknown
I really care about the ranking on our platform, for instance. Got it. Alex is wondering if the usage rates are included in the TikTok affiliate center agreement. Or do you have to have your own agreement with the influencer? it does include it for, all content that, will be used for TikTok shop platform, for TikTok platform.

00:47:09:17 - 00:47:37:20
Unknown
Sorry, meaning that you would be able to repurpose this content for in Spark Ads, or just running this, as the ads. Right. But it's not going to be included for the cross platform. So with, incense, it's a cross platform lifetime usage. Right. But, we haven't heard back from Teresa about what B2B product she's selling, but have you seen anybody use TikTok shot for some B2B, applications?

00:47:39:07 - 00:48:10:11
Unknown
we have seen some of that to announced like B2B. For us, it's the, terra incognita, meaning that we don't work. a lot with B2B brands, out there. And moreover, when I asked, our TikTok shop, partnership, managers about this, yeah, it's not that popular on the platform. I think, right now it's more about, B2C, B2C game.

00:48:10:13 - 00:48:31:12
Unknown
So meaning that, something like the impulsive, I can buy that right away and so on in the it's focus on the e-commerce. So with the B2B e-commerce, I guess the checks are going to be way higher. So, not sure that the, the right channel, at least right now, but if anyone knows anything about that, please do share that, because I would love to learn.

00:48:31:14 - 00:48:48:21
Unknown
Awesome. Well, that's coming to the end of the questions here. I want to give you some time, you know, let them know a little bit more about incense. So you talked about a little a little bit on in presentation, but, I think it'd be really great to just, like, let them know how they can use incense and where they can, you know, find.

00:48:48:23 - 00:49:09:12
Unknown
Yeah. It's, pretty simple. So, once you feel that you're ready to scale and, you're making, above 1 million a year. So, feel free to reach out to us. subscribe. you can subscribe right away. You can, take a call with us. can they call? Call with me? I always love working with, brands and learning about your products.

00:49:10:00 - 00:49:32:20
Unknown
and, yeah, you can, you just, started working with us and, leveraging our platform not only for TikTok show, but for UGC format for different platforms and, different, ways of working. And, you can find me on Twitter or LinkedIn. It's, super simple. It's my name. Then you'll see you can find there and trying to do my best, in dropping some, bombs that, I've been learning from the masters in the game.

00:49:32:20 - 00:49:56:20
Unknown
So, moreover, I would like to highlight a few folks in the space for particular for TikTok shop. Those people that I'm learning constantly. Johnstone, from the Snow Agency avenues is, recently acquired by Avenue Z. One of the best like he newsletter is outstanding. socials outstanding always like, at the age of, the age of like something new.

00:49:56:21 - 00:50:18:24
Unknown
So. And then, Jordan West from AB growth Commerce agency. So these two are probably like the best ones. And also I would like to highlight Warren Jolley from at Quadrant Agency. So these three agencies, these the gurus that I've been learning and a lot of what you have seen, in my presentation actually I learned from them.

00:50:19:01 - 00:50:35:08
Unknown
Awesome, awesome. Well, I appreciate you taking the time, to, you know, give all these tools or knowledge with TikTok shop. for everybody here. we do these fireside chats every 2 or 4 weeks, depending depending on what the schedule looks like. but it was great having you all. Thank you for, you know, donating your time, you know, and,

00:50:35:10 - 00:50:54:20
Unknown
Yeah. Somebody has any questions or wants to get some, you know, content and definitely go check out incense. and yeah, if you're looking for inspiration but content or reaching your creators, obviously go check out for play. there's a seven day free trial on our website. and yeah, thank you guys, everybody. and then also there will be a replay if you missed the beginning of this, on YouTube.

00:50:54:20 - 00:51:00:23
Unknown
So definitely go and link to it in the chat. go subscribe YouTube and it'll be posted there. Have go to my.

How Unlock Scale with TikTok Shop in 2024

Danil Saliukov

What you'll learn

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