$1B Brand: How we became #1 on TikTok Shop — Transcript

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1. 0:00TikTok Shop is one of the biggest
2. 0:01opportunities for scaling your brand
3. 0:03right now, but so many are doing it
4. 0:04incorrectly. Bloom has had the top
5. 0:06energy drink, creatine gummies, and
6. 0:09clear protein probably a dozen times
7. 0:11now. In today's vlog, we talk all things
8. 0:13TikTok Shop, including the five things
9. 0:15we recommend you do to start selling
10. 0:17your product right now. I'm also
11. 0:19speaking at the TikTok Shop Summit and
12. 0:21meeting with the TikTok Shop CEO. He
13. 0:23flew in from China. There's Mandarin
14. 0:25translators in the room. But first, I
15. 0:27want to demystify how the TikTok Shop
16. 0:29affiliate model even works. This
17. 0:30confused the hell out of me. So for our
18. 0:32products, affiliates are getting like $4
19. 0:34to $7 per sale, but there's way more
20. 0:36than that. We're going to go sit down
21. 0:38with Joel, who runs all of our in-house
22. 0:40TikTok Shop. He's a [ __ ] beast. Check
23. 0:42this out.
24. 0:48>> It varies by product, typically between
25. 0:5015% to 20% of the sale price. So for us,
26. 0:54it's like between $4 to $7 depending on
27. 0:56the product.
28. 0:56>> So if someone like an affiliate on
29. 0:58TikTok Shop like actually went to go and
30. 1:00sell that product that day, they would
31. 1:01get $5 to $7.
32. 1:03>> Per sale.
33. 1:05Per sale.
34. 1:05>> But what what makes it even more
35. 1:07powerful is that
36. 1:09you have this tool called GMB Max, which
37. 1:11is basically like paid media.
38. 1:14So it allocates dollars based on
39. 1:16top-performing content. So let's say
40. 1:17you're an affiliate, you make a really
41. 1:18good video, it starts bringing some
42. 1:20organic traction, then Bloom is putting
43. 1:22money behind that video.
44. 1:24And now you're collecting residual on
45. 1:26that video, and we're going to continue
46. 1:27to push that video.
47. 1:28>> So if you put pretty much like
48. 1:30>> Yes.
49. 1:30>> Yeah, it's like royalty.
50. 1:31>> That's insane. So if they make a a
51. 1:33killer ad pretty much, and y'all know
52. 1:35like, "Okay, this is actually like
53. 1:37working."
54. 1:37>> Yeah.
55. 1:38>> Then y'all can actually like push it
56. 1:39more further.
57. 1:40>> And they get paid for every one of those
58. 1:41sales, too.
59. 1:42>> That's insane.
60. 1:43>> And will TikTok just choose where to
61. 1:44allocate budget? Yeah, based on the
62. 1:46social signals.
63. 1:47>> I didn't realize that.
64. 1:47>> We don't do anything. It's fully
65. 1:49automated.
66. 1:49>> Wow.
67. 1:50>> Hands-off.
68. 1:51>> All right, we're hopping on with our
69. 1:52TikTok Shop affiliates. We have about
70. 1:544,500 of them, and we're preparing them
71. 1:57for our summer limited edition can,
72. 2:00which is called Summer Splash. I'll tell
73. 2:01you guys here first. It's already in New
74. 2:04York bodegas, but it hasn't hit anywhere
75. 2:06else in the nation, including digital,
76. 2:08so including TikTok Shop and Amazon, at
77. 2:10all yet. So, we're getting them ready
78. 2:11for that launch. We love our affiliates.
79. 2:14It's been the coolest way to connect our
80. 2:16Bloom community to like actually selling
81. 2:18our product. Like I feel like it's
82. 2:20almost like everyone just like bought
83. 2:21Bloom stock, and they all can all ride
84. 2:23this wave with us. Shout out to the
85. 2:24wave.
86. 2:25>> All right.
87. 2:26You hopping in?
88. 2:27>> Uh what's up, Greg? How are you?
89. 2:29>> Team, what's going on? Excited to be
90. 2:31here. Thanks for allowing me to join
91. 2:33these calls. This is my first ever
92. 2:34Discord call.
93. 2:35>> We're going to have 150,000 of Summer
94. 2:37Splash cases at least that you guys are
95. 2:39going to be able to push. The top three
96. 2:41sellers of Summer Splash in the first 2
97. 2:43weeks from launch, I'll send a Bloom
98. 2:45mini fridge to.
99. 2:47In each fridge, I'm going to put
100. 2:49>> No, I mean, this is how we're going to
101. 2:51get going. I really want to be in this
102. 2:52for like the long run with you guys.
103. 2:53We've been on TikTok for years. This
104. 2:55brand's not like a blip in the pan of
105. 2:57social media. And what were what were
106. 2:59the best at is regularly having new
107. 3:01products for you guys to go crazy about.
108. 3:03So, you know, whether it was the
109. 3:05creatine gummies, which I know people on
110. 3:07this call or at least in this Discord
111. 3:08have made over $50,000 personally from
112. 3:10selling those gummies, like
113. 3:11life-changing amounts of money. And I
114. 3:13want to make sure that that wasn't a
115. 3:15one-time thing. You are going to have
116. 3:17that experience with Summer Splash. You
117. 3:19are going to have that experience with
118. 3:20Bloom.
119. 3:21I know it. Our energy drinks have
120. 3:24already been many times the number one
121. 3:25selling drink on TikTok Shop, and I am
122. 3:28without a doubt we are going to
123. 3:29experience that with Summer Splash. All
124. 3:31right. Let's hustle, guys. I'm
125. 3:33I'm I'm I'm I'm honored that this many
126. 3:35people want to join our community, and
127. 3:37we are as I said, we go way back on
128. 3:39TikTok. And so, to be able to to to
129. 3:42participate in the fun and share the
130. 3:44wins of these products going so well
131. 3:46with our content creator community is is
132. 3:48truly it makes me really happy. It makes
133. 3:50me really happy to be able experience
134. 3:52this with you guys.
135. 3:53>> Good morning.
136. 3:54>> Good morning.
137. 3:56Perfect,
138. 3:58dent-free, crisp apples over here.
139. 4:01>> Damn, it's only 20 bucks for all of
140. 4:03that.
141. 4:04>> It's on discount. Two for 550, baby.
142. 4:11It's good, bro.
143. 4:12>> What's up, dude?
144. 4:13>> Nice to meet you.
145. 4:13>> Great to meet you.
146. 4:14>> This is great. Did you do content prior
147. 4:16to this podcast?
148. 4:18>> So, I in 17, I did exactly what you were
149. 4:21doing for 18 months.
150. 4:22>> Behind the camera?
151. 4:23>> Behind the camera. That was like
152. 4:25>> No, no, you were in front of the camera.
153. 4:26>> No, no, oh, oh, oh.
154. 4:28>> We were like first, bro. It was called
155. 4:29Behind the Hustle.
156. 4:30>> Yeah.
157. 4:31>> Bro, like first with Icon.
158. 4:32>> You were vlogging like the building of
159. 4:34like behind the brand.
160. 4:35>> Literally. Like Like George's thing is
161. 4:38like I think it's called Behind the
162. 4:38Brand. Like he was on Behind the Hustle.
163. 4:41So, we did that for 18 months, but then
164. 4:42I was like, "Fuck, like I remember in
165. 4:45when we hit an eight-figure run rate,
166. 4:47and then like a little hiccup happened,
167. 4:49and I was just like doing this, and I
168. 4:50was just like
169. 4:51[ __ ] like I got to [ __ ] I got to be
170. 4:52CEO."
171. 4:53>> Dude, I know.
172. 4:54>> But, bro, that's the biggest [ __ ]
173. 4:55mistake.
174. 4:56>> I know.
175. 4:57>> The biggest [ __ ] mistake was that.
176. 4:59>> I'm dealing with that literally right
177. 5:00now. Like we're having a just an issue
178. 5:02with one of our top-selling SKUs right
179. 5:03now, and it's like how am I supposed to
180. 5:05get in the mindset I'm I'm fine. How do
181. 5:07I get in the mindset for this? Do I Is
182. 5:09this a mistake? Should You know what I'm
183. 5:11saying?
184. 5:12>> So many strategic partnerships, whether
185. 5:14it be retail, whether it be investors,
186. 5:15whether it be the buyer, is like
187. 5:18bro, like with Rajal from David Protein,
188. 5:20like they did a whole like background
189. 5:22check on him. Like they could just go
190. 5:24watch 10 of your [ __ ] videos and see
191. 5:25how you move and how you operate.
192. 5:27>> Let's talk about personal brand.
193. 5:28>> 100%.
194. 5:29>> Cuz what's weird is that it was my wife.
195. 5:32I was JJ for my wife, if anything, and
196. 5:34then like I was behind the camera, and
197. 5:36then one day she was like, "Hey, we're
198. 5:37going to have a kid, and I'm going to
199. 5:39retire and go on maternity leave." And I
200. 5:40was like, "Okay, I'll just go try to
201. 5:42like do this whole personal brand
202. 5:43thing." And it's been like a total trip.
203. 5:46>> But
204. 5:46>> No, you have to do it, too, cuz the
205. 5:47other thing too is like regardless if
206. 5:49you guys are positioned as a women's
207. 5:50brand, like your to be completely frank,
208. 5:52like I never even debated on like
209. 5:56picking it up and even trying it, to be
210. 5:57completely frank. And then I was in
211. 5:58Santa Barbara, I saw it and I was like,
212. 6:00"Oh, dude, I like gray."
213. 6:01>> I've been hearing some stuff.
214. 6:02>> You know what I'm saying? Like you're
215. 6:03going to scoop up year-over-year,
216. 6:05probably. If you're whatever, I don't
217. 6:07know what the split is, but if you were
218. 6:08like 90/10, I would imagine every year,
219. 6:10based on just like think about the raw
220. 6:13data and distribution. Like if you were
221. 6:14getting at this point, it's probably
222. 6:16going to be hundreds of millions of
223. 6:17views. Like if you convert a small
224. 6:19amount, like those numbers are going to
225. 6:20chip away. You're going to start doing
226. 6:221%, 2% is going to start veering
227. 6:24year-over-year to amounts.
228. 6:26>> I think I think you need to continue to
229. 6:28level up with the size of TAM that
230. 6:30you're going after. The most recent is
231. 6:32TikTok Shop. And so, TikTok and TikTok
232. 6:35Shop are two very different things and
233. 6:37trying to balance the two algorithms and
234. 6:40master both of them, any brand that can
235. 6:42pull that off in 2026 going into 2027,
236. 6:45will be the brand that can win
237. 6:47omni-channel. It's going to be the brand
238. 6:49that can win not just TikTok Shop sales,
239. 6:50but their Shopify, Amazon, and whatever
240. 6:53retail doors they're in. Really
241. 6:54appreciate you, man.
242. 6:55>> That was cool.
243. 6:56>> Appreciate this.
244. 6:57>> Last night.
245. 6:58>> Yo, we just hit number one on TikTok
246. 6:59Shop with Shirley Temple.
247. 7:00>> That's [ __ ] stupid.
248. 7:02>> Dude, insane. TikTok Shop's out of
249. 7:03control for us. All right, it has been
250. 7:05it it took us forever to actually get it
251. 7:08to work and Joel has finally cracked the
252. 7:10code across the whole portfolio. Let's
253. 7:12share some game on just like if if on
254. 7:16day zero, how am I winning? What's four
255. 7:18things I could do right now to make sure
256. 7:20I start off the gate from a healthy
257. 7:22spot?
258. 7:23>> Yeah, I think the four things, number
259. 7:25one, be authentic. Take the gloves off.
260. 7:27You need to create content that's
261. 7:29authentic to you, your brand, and tell
262. 7:31that story on TikTok. It's not like
263. 7:33Instagram, it's not refined, it's not
264. 7:34meant to be pretty, it's meant to be
265. 7:35real. Number two, put together a budget
266. 7:38for sampling. You want to get product to
267. 7:40creators to start creating content and
268. 7:41figure out what angles are going to work
269. 7:43for you. Number three, set up a Discord.
270. 7:46You know, one of the early early things
271. 7:48that we learned was that you can acquire
272. 7:5150,000 creators, 100,000 creators. If
273. 7:53you don't have a place for them to feel
274. 7:54like they belong and they're part of
275. 7:56your brand to go get information, to
276. 7:58talk to one another, to engage, you're
277. 8:00going to lose them to someone else.
278. 8:01>> Yeah.
279. 8:01>> So, set up a Discord to funnel your
280. 8:03creators into, engage with them there,
281. 8:05have conversations, build relationships,
282. 8:07sample product. Again, take the gloves
283. 8:09off as it pertains to content as well.
284. 8:11Like, everyone likes to have this like
285. 8:14brand identity and like our tone and our
286. 8:16colors polished. You need to let
287. 8:19creators do what they do best and that's
288. 8:20create. So, those four those four things
289. 8:23I think are the best things you can do
290. 8:25to start a TikTok shop.
291. 8:26>> That's straight game. That's fire. Only
292. 8:27thing I would add to that is we used to
293. 8:29always say, "Just launch Shopify." Or
294. 8:31just launch Amazon. Or we'd say like one
295. 8:32channel at a time. Now we say all three
296. 8:35at once. Shopify, TikTok Shop, and
297. 8:37Amazon. There's a halo effect across the
298. 8:39three e-commerce channels. Launch all
299. 8:41three at once.
300. 8:43Once you have a proof of concept product
301. 8:45that people actually [ __ ] with. Damn,
302. 8:47that's crazy. Hopefully that was
303. 8:48valuable to you guys. I mean, that's
304. 8:49awesome.
305. 8:51We have a meeting tomorrow with the CEO
306. 8:52of TikTok Shop. Big shot, big dog. We're
307. 8:55going to try to bring a camera to the
308. 8:56meeting cuz we're just bringing a camera
309. 8:57everywhere now cuz our whole goal with
310. 8:59this channel is building a multi-billion
311. 9:00dollar brand in public. And it's a it's
312. 9:03an amazing sign of partnership from them
313. 9:06and us. And I think we could really be
314. 9:07one of like the real household brand
315. 9:09names on TikTok Shop, carving our way
316. 9:11into there. And I think they recognize
317. 9:13that and we're going to go figure out
318. 9:14how to make that a 1 + 1 = 3 scenario.
319. 9:19This is the TikTok Shop Summit. I don't
320. 9:21know if this is the first year, but this
321. 9:22is the first year we've attended. TikTok
322. 9:24Shop is obviously a huge initiative for
323. 9:25Bloom right now and they've been hosting
324. 9:26They're hosting this kick-ass event in
325. 9:28beautiful California at their
326. 9:30headquarters. And we're excited about
327. 9:32it. We're going to speak on a panel.
328. 9:33We're going to network. And then we We
329. 9:35meeting with the CEO of TikTok Shop. So,
330. 9:36this is going to be a [ __ ] sick way
331. 9:38to end this trip.
332. 9:39>> Dude, I'm excited to just see a sales
333. 9:42channel like this
334. 9:43embrace the sellers so much.
335. 9:46>> You don't see other retailers, let alone
336. 9:47other digital channels, let alone other
337. 9:49social medias
338. 9:50embracing the sellers and embracing the
339. 9:52affiliates attached to the sellers
340. 9:55nearly as much as this. And this is what
341. 9:57business should look like. And it's
342. 9:59funny cuz when you do business overseas,
343. 10:01there's dinners, there's hugs, there's
344. 10:03families are invited to the business
345. 10:05dinners, and there's a lot more of this
346. 10:07like out of office collaboration and and
347. 10:10just
348. 10:13just love and respect that's spread. And
349. 10:15so, to see TikTok bring that type of
350. 10:16culture to
351. 10:20American commerce is hopefully something
352. 10:22that will be
353. 10:23reflected in the other channels. Like,
354. 10:25it's something that I I've wanted to see
355. 10:27in American commerce for a while. So,
356. 10:28I'm I'm really excited about it.
357. 10:29>> How are you, brother?
358. 10:30>> Long time no see.
359. 10:31>> Nice to see you. Yeah.
360. 10:32>> How's the How's the day been?
361. 10:33>> It's great. It's great.
362. 10:34>> I'm excited to go see our room and
363. 10:36everything.
364. 10:37>> I'll go I'll go get a Bob. You can meet
365. 10:40>> Who's that?
366. 10:41>> He's the global head of TikTok Shop
367. 10:43overseas, all the countries.
368. 10:45>> Badass.
369. 10:46>> just US, China, everybody.
370. 10:53>> No, I mean, everything I'm I'm like I'm
371. 10:54like overwhelmed by this whole
372. 10:55operation. Cuz, you know, Amazon,
373. 10:57Instagram, they they don't do anything
374. 10:59like this. Like, this is so cool that
375. 11:00they're doing this. And then tomorrow
376. 11:02they're flying in the affiliates. Like,
377. 11:03what a great idea.
378. 11:05>> Yeah. Are any of our big affiliates
379. 11:06here?
380. 11:06>> Yeah. Where's the brands here right now?
381. 11:09All of them.
382. 11:10>> Everyone here is a brand. It's only
383. 11:11sellers.
384. 11:13It's all the ones you saw on that
385. 11:14screen, they have someone here.
386. 11:15>> So, all of all of the top sellers on
387. 11:18TikTok Shop
388. 11:19>> All the top brands.
389. 11:19>> were invited to come to the TikTok Shop
390. 11:21Summit, which is cool. It's obviously
391. 11:23invite-only, but like
392. 11:24>> Yeah.
393. 11:24>> anybody who's doing legitimate revenue
394. 11:26on TikTok Shop was invited here, and
395. 11:28most people took the chance and came.
396. 11:29So, people are flown around the world to
397. 11:31come here today, which is awesome.
398. 11:32>> Yeah, it speaks to the volume of the
399. 11:33platform power that has and what people
400. 11:35believe shop it's going to be, right?
401. 11:38>> It's the early days, dude. We're 2 years
402. 11:39into this [ __ ]
403. 11:40>> Exactly.
404. 11:41>> What's going on, say?
405. 11:42What's going on? How's the show going
406. 11:43for you?
407. 11:47This is great. No, we were just talking
408. 11:48how like
409. 11:49no other sales channels, whether it's
410. 11:51brick and mortar or digital, embrace the
411. 11:53sellers, let alone the affiliates
412. 11:54tomorrow. It's a uh
413. 11:56hopefully some people hopefully this
414. 11:58spreads to the rest of commerce in
415. 12:00America cuz this is really cool.
416. 12:01>> Yeah, we're still about everything going
417. 12:03on here. Yeah, excited to talk global,
418. 12:05excited to talk uh everything you guys
419. 12:07are working on.
420. 12:08>> We we have a lot coming out in the next
421. 12:1012 months. Like new stuff every every 6
422. 12:12to 8 weeks. We're about to talk about
423. 12:14how excited we are on the TikTok Shop,
424. 12:16specifically the halo effect to other
425. 12:18channels. So, Blume being in 70,000
426. 12:20doors and seeing a a lift in those
427. 12:23doors, which means like when something
428. 12:24goes viral on TikTok Shop, we're seeing
429. 12:26sales increase at 7-Eleven. And if
430. 12:29TikTok Shop can get that message out to
431. 12:31their audience of sellers, they will
432. 12:33realize that it's not like a a siloed
433. 12:35channel of success. And that's what
434. 12:37makes TikTok Shop so powerful.
435. 12:41>> It's the the power of TikTok Shop
436. 12:43removing some of these global boundaries
437. 12:46that currently exist. So, to be able to
438. 12:48have this controlled variable across all
439. 12:50countries, especially one that's our
440. 12:51comfort zone, has made the word
441. 12:53international far less intimidating for
442. 12:55our team.
443. 12:56You know, yeah, so Blume was born before
444. 12:59TikTok, but it was very much raised on
445. 13:00TikTok. We are seeing such a a
446. 13:02similarity between the traditional
447. 13:05influencer program that we had on TikTok
448. 13:07before TikTok Shop to how TikTok Shop
449. 13:09affiliates are now bringing the halo to
450. 13:10other channels. They are then
451. 13:12converting, you know, call it a 7-day
452. 13:13attribution window into the brick and
453. 13:15mortar retailers.
454. 13:23>> Brands, I'm not going to call them out,
455. 13:24but
456. 13:25like
457. 13:26just
458. 13:27no ego involved in the brand. Like you
459. 13:29as a founder
460. 13:31we don't need ego to lead we don't need
461. 13:33ego to do it and to build a built
462. 13:35something great have to just be
463. 13:37[ __ ] chill.
464. 13:38>> Dude, thank you bro.
465. 13:40>> That's actually
466. 13:41>> We're in this for the long run bro and
467. 13:42it's like these are our family members
468. 13:44on the team and
469. 13:45yeah thank you for saying that. My daily
470. 13:47vlog shout out to Piranha over here.
471. 13:48Piranha's always got our back. All
472. 13:50right, we've got a meeting with the CEO
473. 13:51of TikTok Shop.
474. 13:53>> I am going to say this guy is the best
475. 13:55mentor you can have. This guy's believed
476. 13:57in us he's made all the difference in
477. 13:58the world. He's our number one client. I
478. 14:00couldn't be more grateful for this guy
479. 14:01right here. Like one of the real ones.
480. 14:03He's the homie. I'll follow up with you
481. 14:04later.
482. 14:05>> Okay, sounds good.
483. 14:05>> Okay, sign me. What's the the biggest
484. 14:08amount of money a creator has made? Like
485. 14:10what's like a fun stat?
486. 14:13No, anonymous anonymous.
487. 14:14>> Like
488. 14:15so Medicube is the super brand day they
489. 14:18sold one one day they sold 1 million.
490. 14:21>> They
491. 14:22one day in commission?
492. 14:23>> No, just on a shop shop
493. 14:26in Korea. Up Korea but you have your
494. 14:27times the commission rate 20%.
495. 14:30>> So they made 200 grand in one day?
496. 14:32>> Maybe 100 100k something.
497. 14:34>> In one day?
498. 14:34>> Yeah, maybe.
499. 14:35>> That's [ __ ] crazy.
500. 14:37Dude, I don't know what am I doing with
501. 14:38this whole [ __ ] thing? I should just
502. 14:40be on camera. That is crazy. No, I mean
503. 14:42what what a way to I mean if you've got
504. 14:44nothing going on and you don't know what
505. 14:45to do yet TikTok Shop in Philly is the
506. 14:47way to go. Oh my gosh. That's amazing.
507. 14:55Thank you for your time. Appreciate you.
508. 14:57>> Thanks very much Isaac. Appreciate it.
509. 15:00>> How how do you like the meeting so far?
510. 15:02>> It great. No, this whole thing is great.
511. 15:04>> Our issue with the beverage industry
512. 15:05that's the speed of week work here.
513. 15:07Yeah.
514. 15:08>> No, beverage is slow. So it's very nice
515. 15:11to partner with you guys cuz we're fast.
516. 15:14>> Takeaways from the meeting?
517. 15:15>> Well, first of all that was my first
518. 15:16meeting with with multiple translators
519. 15:18in the room.
520. 15:19But
521. 15:21I I feel like
522. 15:23we're really getting some early
523. 15:25recognition as a
524. 15:27large brand with heavy products, with
525. 15:30expensive products. You know, we sell it
526. 15:32for $25 being sold on TikTok Shop.
527. 15:35And they see us as helping them break
528. 15:38through the barrier of TikTok Shop being
529. 15:40a major beverage channel, right? 95% of
530. 15:43beverages in America today are bought in
531. 15:45retailers, but we're very unique because
532. 15:4830% of our beverage business is
533. 15:50e-commerce. So, we can help break that
534. 15:52mold with them of beverage consumers
535. 15:54buying on TikTok Shop. And so, we will
536. 15:57partner with them on that. Now that
537. 15:59we've declared TikTok Shop is the
538. 16:00opportunity this year, check out this
539. 16:02video right here. We shot down sat down
540. 16:03with Allan Carr, the CEO of Beis, the
541. 16:06the premium hair products. They've been
542. 16:07running it up on TikTok Shop for years
543. 16:09now.
544. 16:10I sit down in this video with him and we
545. 16:11just share some gems, open casual raw
546. 16:15footage conversation. Check it out.