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Copy Bloom's $17M TikTok Shop Strategy — Transcript

by Chase Chappell · 3,593 words · 528 segments · language en · Watch on YouTube

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0:00There is one platform that has changed
0:01the way the internet does business.
0:03[music] And Greg, the CEO of Bloom, has
0:05done over $17 million on this platform
0:08and just had this to say about it.
0:10>> TikTok Shop is one of the biggest
0:12opportunities for scaling your brand
0:13right now, but so many are doing it
0:14incorrectly. Bloom has had the top
0:16energy drink, creatine gummies, and
0:19clear protein probably a dozen times
0:21now.
0:21>> So today, I'm going to show you why
0:23myself, Greg, and hundreds of the
0:25biggest brands in the world are all
0:27going all in on TikTok Shop [music] and
0:29the five simple steps to launch or scale
0:31your own TikTok Shop. Starting with step
0:34number one, 99% of you still think
0:36TikTok Shop is just another revenue
0:38channel. You think send products to
0:40creators, get videos, and get sales, but
0:43that's the smallest part of the
0:44opportunity. The real value of TikTok
0:46Shop right now is the distribution
0:48ecosystem it creates around your brand.
0:49[music]
0:50What you're getting is organic reach at
0:52scale. You're getting paid ads through
0:54GMB Max. You're getting endless UGC and
0:56creator content. Winning creatives that
0:59you can move to meta ads to scale
1:00further.
1:01>> [music]
1:01>> You get more social proof everywhere.
1:03You experience a lift on Amazon sales
1:05and conversion rates. A lift at direct
1:07into retail stores from TikTok videos.
1:10Better creator relationships. There's
1:12way more data and way more content than
1:14most brands can physically produce
1:16themselves. And the smartest brands
1:18aren't measuring TikTok Shop just
1:20directly [music] on return on ad spend.
1:22They're measuring how much content and
1:23distribution can we generate from this
1:25ecosystem? Because one creator video can
1:28quite literally turn into a TikTok Shop
1:30sell, a meta ad, an Instagram reel, an
1:32Amazon PDP asset, retail awareness,
1:35email creatives, landing page asset, a
1:37white listing paid partnership ad. All
1:39from one piece of content that becomes
1:4110 plus pieces of revenue assets across
1:45multiple channels. With that, TikTok
1:47Shop is becoming the cheapest creative
1:48engine and distribution layer in
1:50e-commerce right now. Now, if you have a
1:52bad listing on TikTok Shop where your
1:55images aren't optimized and your offer
1:57isn't framed correctly, it's going to be
2:00so hard for you to get creators to reach
2:02out to you, buy from you, and want to
2:03promote your product, which means less
2:05awareness, less sample request rates,
2:08and a way harder time at getting TikTok
2:10Shop launched, which leads us to step
2:12number two, TikTok Shop positioning.
2:14>> [music]
2:15>> So, what is TikTok Shop positioning?
2:16Well, looking at Bloom here, whenever we
2:18go to some of their top products like
2:20this one that sold 115,000
2:22units on TikTok Shop, most of you don't
2:25have quality images. You want to make
2:27sure your listing is fully primed and
2:29ready to go, so when you start reaching
2:30out to creators, there's a good chance
2:32that they're going to accept that. And
2:34one of the ways you do this is by having
2:35quality images that clearly explain what
2:38your product is. So, we have creatine
2:40gummies with a burst of mixed berry
2:42bliss. It explains the flavor. Then we
2:44have powered by that actually breaks
2:46[music] down what's inside. It shows
2:48literally what the gummies look like.
2:50Then we have creatine for the girls, so
2:52that way we're hitting the market that
2:53we want to reach and comparing it
2:55against generic creatine. And we
2:56continue to break down all of our images
2:58that are on brand and cohesive. That is
3:01just one piece of this. The other part
3:03is we want to make sure that we optimize
3:05our search listing. So, when people
3:06actually search this, well, it's going
3:08to make it easier for our creator videos
3:10to show up later. And creators pay
3:12attention
3:13>> [music]
3:13>> to what your listing looks like because
3:15it determines how much better your
3:16conversion rate's going to be. If you
3:18don't have any reviews, you should be
3:20importing them from your website,
3:21Amazon, and everywhere else, so that way
3:23when you go to reach out to creators,
3:25you already have reviews pre-populated.
3:27The other thing they're doing is they
3:28have a variation listed underneath their
3:31product. So, if anybody buys a two-pack,
3:34it automatically [music] counts in sold,
3:36which builds up credibility, and it
3:38helps with AOV's. Then we have all of
3:40the TikTok Shop badge information around
3:42the shipping and delivery, the returns,
3:45which helps incentivize [music]
3:46TikTok Shop to be able to give you more
3:48awareness. Then we have the product
3:50description. You want to make sure you
3:51break down your product descriptions,
3:53add in images, and explain exactly
3:55[music] what your product does. All of
3:56this stuff matters because TikTok will
3:58score you on your listing quality. If
3:59your listing is not that great, they're
4:01going to throttle creator videos.
4:03They're going to throttle how much
4:05awareness you get. So, you want to play
4:07into the TikTok [music] Shop game and
4:10follow their guidelines so that way you
4:12can maximize the actual barriers to
4:15entry to get more views. Now, once you
4:17have your TikTok Shop page fully
4:19optimized for your product listing, it
4:21is going to be hard to find creators if
4:23you don't have a pre-qualification
4:25rubric or a post-qualification rubric.
4:28Most brands shotgun approach it by
4:30sending out thousands of products, and
4:31that just doesn't work. You get bad
4:33videos back. You get [music] poor
4:34creators. Some creators don't even post
4:36a video for the product they received
4:38from you, [music] which is just a wasted
4:40sample. Then, their videos aren't even
4:42that quality, or they get no views at
4:44all. So, you have to have an actual
4:47rubric and know how to automate this
4:49system. And a lot of you are doing a lot
4:51of manual outreach, which is very
4:53time-consuming. Which leads us to step
4:55number three, how to find these
4:57creators. So, what we're going to do is
4:59we're going to go to a tool that I've
5:00linked below [music] this video. We're
5:01going to access this tool, and this tool
5:03is going to allow us to automate our
5:05outreach that way we don't have to send
5:06out batches [music] of 50 invites, which
5:08is very time-consuming, and a lot of you
5:10are doing that. And how we end up
5:12finding creators is we have two options.
5:15We have AI Creator Search, and we also
5:17have Social Intelligence for Top Brands.
5:20So, let's say that you're selling a skin
5:22care product. Well, you can find a skin
5:25care brand like Medicube, and you can
5:28click on their brand or search a brand
5:30that's a competitor that you know is on
5:32TikTok Shop. You can see what products
5:34are working for them, right? And then we
5:36can come down here and see all of the
5:38creators. Now, what you want to do is
5:40you want to pull in the last 12 months
5:43of creators that are in here, so that
5:45way you have their full creator list.
5:47Then you want to pre-qualify these
5:48creators, so that way we don't get any
5:50creator in here. We only want the
5:52creators that have actually generated at
5:54least 1,000 views on a video. If they
5:56can't even generate that, it's not even
5:57worth sending a product to them. So,
5:59we're going to set the video views to
6:001,000. For video revenue, we want to
6:02make sure that they've actually
6:04generated sales. So, anywhere between 50
6:06to $250 is a nice starting point to
6:09ensure [music] that the creators
6:10actually know how to generate sales from
6:12their video. This allows us to first
6:14pre-qualify. And then our post
6:16fulfillment rate, ideally [music] we
6:17want it to be above 70%, so that way
6:19there's a good chance that we actually
6:21get a video back from these creators.
6:23So, this is the first step in being able
6:25to pre-qualify. Once you've applied your
6:27three filters, you're going to see now
6:29that we've distilled it down to only the
6:32creators that have generated over 250
6:33bucks in revenue, have done more than
6:361,000 views. These are basically the
6:37pre-qualified top creators for them. And
6:40we can see that this creator generated
6:41$400,000 in sales for this brand, which
6:44is pretty insane with 8.6 million views.
6:47And on the worst end, if we go to some
6:49of the last pages here, we'll see that
6:51the creators on page 30 have at least
6:54generated $1,000 per video, which is
6:56nice to see. So, that way we ensure that
6:59we only add the qualified creators to
7:01the list. So, we'll now add these
7:03creators to a list and say
7:04pre-qualified, and we'll type in the
7:06brand name. Once we've done this,
7:08there's another avenue for finding
7:10creators. We can go to AI creator
7:11search, and this is where we can search
7:13literally somebody with green hair, for
7:16instance, and this AI tool will find all
7:19of the videos of people who have green
7:21hair. One prime example of this is we
7:23found that a specific brand, for
7:25whatever reason, that sold sunglasses,
7:27that all of the guys had moustaches, and
7:29their videos crushed it. So, you can
7:31quite literally type in moustache if
7:32there's a common theme amongst your
7:34creators that perform. Now, more
7:36specifically than that, rather than just
7:37visual appeal, you can type in lip
7:40gloss, and see all the videos of people
7:42who mention lip gloss. Once you do that,
7:44you want to set the filters here as
7:46well. [music] So, you have a lot more
7:48options on this view. So, we're going to
7:49go down to the actual video performance
7:52once again. We're going to change their
7:54average shoppable videos, which is how
7:56many views they get on a shoppable
7:58video, which is very important. So,
8:00we'll set that to 1,000 minimum. And
8:01then once we've set the average
8:03shoppable video, we can scroll up here
8:05and set the post fulfillment rate, which
8:07is 70%. We can scroll up even more. We
8:10can set the GMV to 250. And if we want
8:13to apply some more filters, we can, but
8:15these are the core ones that we know to
8:17be true for finding quality [music]
8:19creators. So, this is another way to
8:20pre-qualify. You add them to the list.
8:23So, once you've named that list, you can
8:24now set up an outreach agent to automate
8:27the outreach. A lot of you who are
8:29starting on TikTok Shop that have zero
8:30affiliate sales, you're going to need to
8:32go and buy your product from an
8:33affiliate video to uncap your invites.
8:36Once you've uncaptured invites, you can
8:37come in here and create an agent to
8:39start sending out thousands of
8:40invitations. And you do that by clicking
8:43on target collaboration and message. You
8:45name your agent, and then you can go
8:47ahead and select the list that we just
8:49built. So, we would go and choose our
8:51list, which is our pre-qualified. It'll
8:53then sync all of those creators from the
8:55list for us to reach out to them, where
8:57they can then request a sample from us.
9:00This doesn't mean we're sending them the
9:01product. This just means that we're
9:02going to get people reaching out
9:04requesting to make a video for us and
9:06asking us to ship them our sample.
9:08You'll then choose your product listing
9:10that you've optimized. [music]
9:11You'll fill in your contact information,
9:13and you're going to start with an
9:14outreach message. Now, there's multiple
9:16approaches to this because we're going
9:18to want to optimize for a high sample
9:20request rate.
9:21>> [music]
9:21>> That essentially means if you have a 0.1
9:23sample request rate and you send 1,000
9:25invites, you're not getting very many
9:27creators to reach out to [music] you.
9:28So, we're not going to have a lot of
9:29people to be able to qualify and send
9:31our product. So, we need a high sample
9:33request rate. We do that by split
9:35testing up to five different messages
9:37here to see which one gets the highest
9:39sample request score. Once we know that,
9:41we'll leave our automation running as we
9:43continue to build our list. So, you'll
9:45drop your message in here, hit continue,
9:47and then just let this thing start
9:48running. Once people start reaching out
9:50to you, this is where you want to
9:52post-qualify them. Now, once you're
9:53inside your TikTok Shop, you're going to
9:55go to your affiliate center so that way
9:57you can see your sample request. And all
9:59of these are going to show up in here
10:01under sample request. [music] We'll go
10:03in here, and this is where people are
10:04outreach ing. In our post-qualification,
10:07we want to make sure the sample score is
10:09above a 70%. [music]
10:11We want to make sure estimated post rate
10:12is above 70% here as well. So, those two
10:15qualify. We want it to be roughly above
10:181,500 GMB last 30. This one qualifies.
10:21And then the most important metric is
10:23obviously does their content actually
10:25qualify for what we're selling? And B,
10:28this is by far the most important one,
10:30what is their average views per video on
10:32Shoppable? This one says only 353.
10:34That's not very many views at all. Now,
10:37this one qualifies, qualifies, pretty
10:39much qualifies. She's at 1,200 but
10:42averages 5,000 per Shoppable video. Now,
10:44that's pretty important to us because if
10:47this creator can at least get 5,000
10:49views and she's averaging $20 per 1,000
10:52views, that means we're going to make
10:54$100 from this creator video. So, we can
10:56check out our content. If it makes
10:58sense, we can approve it. So, we want to
11:00pre-qualify and post-qualify at this
11:02stage. Now, once you start getting all
11:04of these creators, you're going to be
11:06sending out the samples. They've been
11:07qualified, they're going to make the
11:09video, but we don't want to stop there
11:11because that means every time we want a
11:12video, we have to send out another
11:14sample. What we really want to do is be
11:16able to leverage all of those creators
11:18and put them in a community so we can
11:19get more content and build an affiliate
11:22army. This allows us to amplify our
11:24views, allows us to get more videos per
11:26creator, allows us to send out less
11:28samples, allows us to drop product
11:30launches, and so much more value. so
11:33that way we can teach them and show them
11:35what's even working. That way we have a
11:37proper feedback loop in place, which
11:40leads us to step number four, community
11:42empowerment.
11:43>> You can acquire 50,000 creators, 100,000
11:46creators. If you don't have a place for
11:47them to feel like they belong and
11:48they're a part of your brand to go get
11:50information, to talk to one another, to
11:51engage, you're going to lose them to
11:53someone else.
11:54>> So what you can do is you can go back to
11:55your tool and what we can essentially do
11:57is set up another outreach agent and
12:00it'll be a CRM agent. We'll create a new
12:02agent and this is going to be a simple
12:04follow-up message only and we can set it
12:07to segments and we'll select a segment
12:09of creators who have posted a video, who
12:12have content pending, who have approved
12:14samples, and our top creators, and the
12:16creators with unfulfilled content that
12:18are about to post. What we do is we set
12:20up a message sequence to these people
12:23and we say, "Hey, now that you have our
12:24product, we would love for you to join
12:26our private community." Bloom uses
12:28Discord to communicate with our
12:29community.
12:30>> So set up a Discord to funnel your
12:32creators into, engage with them there,
12:34have conversations, build relationships,
12:36sample products.
12:37>> Greg himself has literally said that he
12:39hops on videos with creators, [music]
12:41trains them, shows them what's working,
12:43incentivizes them with further programs.
12:46And we're doing this with our clients.
12:47We get them in a private community, we
12:49make separate groups, and one group is
12:51for education. We send over the best
12:54performing videos. Hey, this creator
12:56made a video, they generated 10,000,
12:5850,000, 100,000 dollars in sales. All of
13:01you should go remake this video because
13:02it's working. Then all of those creators
13:05get that insight, they're more
13:06incentivized because now they know how
13:08to make more money, they have the script
13:10for what is already working, and they
13:12can produce those videos and we amplify
13:14our GMB. The creators are happy because
13:16they can go and make more money because
13:17they've been educated. We can make
13:19another group chat, which is
13:20announcements. This is where we announce
13:22new product drops, new [music]
13:24promotions, new offers. Hey, you have
13:26our product, but guess what? We're
13:28running a 2-week flash sale or a 24-hour
13:30flash sale, and we want all of you to go
13:32talk about this. It's an insane deal.
13:34They already have the product. They can
13:36go back and make that same video again,
13:38except with that exclusive offer. You
13:40essentially want to have these follow-up
13:42agents telling people to join your
13:44private community, whether it's on
13:45Discord, Tribe, WhatsApp, any tool where
13:49you can communicate with the group as a
13:51whole. And you want to keep following up
13:53with them to get them off of TikTok so
13:55you have them in your private community.
13:56This is also where we can get creator
13:58rights, we can request using their video
14:00in meta ads, and so much more later on.
14:03So, communities are extremely powerful.
14:05It's what allows you to amplify your
14:07growth significantly, which directly
14:09leads us to step number five, our
14:11distribution ecosystem. Once your
14:14community is set up, it does not stop
14:16there. You want to be able to start
14:18distributing this content. If a creator
14:20posts a video for you on TikTok [music]
14:22and gets no sales, that is not the end
14:24of the road. There's so many ways to
14:26leverage the video. A prime example of
14:28this is, if a creator makes a video and
14:30says, "Oh my gosh, this stuff is
14:33absolutely amazing. It has completely
14:35made my hair grow longer. I use it every
14:38day. You should definitely get this
14:40product and buy now." That's not a viral
14:42video. That may only get 300 to 1,000
14:45views. But, that video is more
14:48positioned like a direct sales ad.
14:51[music] So, what does that mean? We can
14:52take that video still and run it in a
14:55TikTok GMB max campaign and push ad
14:57dollars behind it. That video might
14:59actually work as an ad and generate
15:01plenty [music] of sales for us when we
15:02force views behind it. It won't go
15:04viral, but it allows us to get a 3, 4,
15:075x [music]
15:08ROAS on that specific video. So, every
15:11creator video that doesn't perform,
15:12we're still leveraging it because it
15:14still can work as an ad. And then for
15:16the creators who do go viral, well,
15:18guess what? We got a viral video, we got
15:20organic sales, we can put it in a G&B
15:22Max campaign, and amplify it even
15:24further. And then what we do is we take
15:26those videos and move them over to Meta
15:28Ads, where we can run paid collab ads,
15:31we amplify views and sales driving to
15:33Shopify. Now what happens? We have more
15:36view volume on both platforms, more
15:38sales on both platforms, which means
15:40there's a whole 'nother subcategory of
15:42people where if you're listed on Amazon,
15:45they're going to search your product on
15:46Amazon and potentially buy there as
15:48well, which is driving more awareness
15:50for us, building up retargeting
15:52audiences. If your product is in retail
15:54stores, some people may not buy your
15:56product on TikTok Shop, they may buy it
15:58on Amazon. Some may not buy on Amazon,
16:01but when they're strolling their cart
16:02through Walmart and they're about to
16:04check out and they see your product,
16:05well, they've seen plenty of videos, the
16:08buyer connection there is usually most
16:11people just be like, "Well, I've seen
16:12this video everywhere on this product,
16:14I'll just go ahead and try it." It's a
16:15very easy sell. So it lifts retail. You
16:18can take this content, post it on your
16:20website as UGC, and credibility.
16:23>> goes viral [music] on TikTok Shop, we're
16:25seeing sales increase at 7-Eleven.
16:27>> There's so many ways to leverage this as
16:29a distribution layer. You essentially
16:31want to take all videos and migrate
16:33[music] them to as many places as
16:35possible to amplify the effects of the
16:38creator community, which is why the
16:40TikTok Shop distribution ecosystem
16:42becomes so powerful. [music] It's no
16:44longer looked at as just a platform
16:46where you send one product and get one
16:48video and maybe hope for some sales. It
16:50is much deeper than that. We can
16:52leverage that content to its full
16:53potential and maximize [music] a halo
16:56effect, amplifying views and sales
16:59across all platforms together. We see
17:01this happen all the time. Videos crush
17:04on TikTok, G&B Max, Meta, and amplify
17:07sales everywhere, which is one of the
17:09biggest reasons TikTok Shop is slept on.
17:11Most people don't realize the full
17:13leverage potential you have with this
17:15platform. So, if you want to learn the
17:17full workflow and be able to execute
17:20this, you should definitely check out
17:21this video here where we just took a
17:23client from $0 to $300,000 a month on
17:26TikTok Shop. I look forward to seeing
17:28you there.

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