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How My Brand Got 250M Views On TikTok ($3.5M Revenue) — Transcript

by Logan Chierotti · 2,307 words · 357 segments · language en · Watch on YouTube

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0:00In the past 30 days, my brand,
0:01Physician's Choice, has generated over
0:03250 million views on TikTok and over 3
0:06and 1/2 million dollars in sales. After
0:07spending the last 10 years in
0:09e-commerce, I've realized something. The
0:11game is completely different in 2026.
0:14The brands that are crushing it today
0:15aren't necessarily the ones with the
0:16best products or the best websites.
0:18They're the ones thinking like media
0:20companies. And once you understand why,
0:23the way you market your business will
0:24completely change. So, in this video,
0:26I'm going to break down the exact
0:27three-step blueprint we're using at
0:29Physician's Choice to turn content of
0:31our biggest growth channels. I'm also
0:33going to show you how to apply this
0:34blueprint to your business right now.
0:36But before I do that, there's something
0:38you need to understand about e-commerce
0:40in 2026. And it's something that took me
0:42way too long to figure out. I want to
0:44take you back to 2023. This is when
0:45TikTok launched TikTok Shop. I remember
0:48at the time we were spending a bit of
0:49money on TikTok ads, nothing crazy,
0:50maybe a few hundred grand a month. And
0:52while we were running ads, we also
0:54decided, let's dip our toes in the water
0:56and try out TikTok Shop. And honestly,
0:58the results off the rip were insane. We
1:00only had a handful of creators working
1:01with us. And I believe in our first
1:03month we generated several hundred,
1:05maybe half a million dollars in revenue.
1:07And that's where we realized something
1:08other brands couldn't figure out. Most
1:09of them were still operating using this
1:11old way of advertising. They were
1:13running TikTok ads, Meta ads, Google
1:15AdWords, Amazon ads, whatever they
1:17could. But what started off for us as a
1:19small test actually turned into a
1:21completely new marketing engine. And at
1:22this point, we knew that e-commerce had
1:24changed forever. For the creators we
1:26had, we were paying them retainers, we
1:27were paying them commissions, and some
1:29even both. But in comparison to just
1:31plain old pay-per-click ads, the return
1:33on ad spend was [ __ ] insane. Every
1:35dollar we were spending on TikTok Shop,
1:37we were generating four to five to six
1:39ROAS. Now, I know you're probably
1:41thinking, Logan, this is 2023. Things
1:43are different now. And you are right.
1:45But if this is your mindset, you're
1:46already behind 99% of other brands. The
1:48best time to start using TikTok was
1:50yesterday. The second best time is
1:52today. If you're still on the fence
1:53trying to figure out if using TikTok for
1:55your business is worth it, you're going
1:56to be left behind. And when you
1:57eventually decide to start doing it, it
1:59might be too late. So now, if you
2:01understand how powerful TikTok Shop can
2:03be, the question is, how do you actually
2:04build a business that thinks like a
2:06media company? Well, it actually starts
2:08with step one of our blueprint. And
2:09trust me, you're going to want to take
2:10some notes on this because this isn't
2:12some vague advice that you see all over
2:14the internet. This is the foundation of
2:15the entire strategy we use on TikTok.
2:17And without it, nothing else matters.
2:19So, I want to take you back to the first
2:21few months after we started
2:22experimenting with TikTok Shop. At that
2:24point, we'd made hundred thousand
2:25dollars, maybe a million dollars, and
2:27almost immediately our focus had
2:29shifted. We started asking ourselves,
2:31how do we get more creators? How do we
2:32get more people posting? How do we scale
2:34this thing as quickly as possible? And
2:36we thought creators were the bottleneck.
2:38And for a while, that's actually where
2:40we focused all of our attention. The
2:41more creators we spoke to, the more
2:43creatives we ran, more products we
2:45watched exploding while others
2:46completely flopped, the more we realized
2:48we've been asking the wrong question. We
2:50kept asking, "How do we get more
2:51creators?" But in reality, the better
2:53question was, why would a creator choose
2:55us in the first place? Why would they
2:57want to work with Physician's Choice?
2:58So, let's just say you're a creator in
3:00TikTok Shop. You've got thousands of
3:01different brands to choose from,
3:03thousands of different product offers to
3:04promote. Every single week you're being
3:06offered new commissions, new retainers,
3:08new products. So, what actually makes
3:10you stop and think, "That's the one I
3:12want to make content for. That's the
3:13brand I want to work with." It isn't
3:15just commission. Creators choose
3:17products they believe they can actually
3:18sell and win with. That's when
3:20everything clicked for us. The goal
3:22wasn't just to build a product customers
3:23wanted to buy. It was to position our
3:25products in a way that made creators
3:27successful. Let's use Physician's Choice
3:29as an example. We didn't ask creators to
3:31explain digestive enzymes. We asked them
3:33to tell a story. Someone goes out for
3:34dinner. They eat way too much. Normally,
3:36they'd spend the rest of the evening
3:38feeling bloated and shitty. This time,
3:40they don't. That's a TikTok video.
3:42That's content. [music] People don't
3:44need to understand digestive enzymes.
3:45They need to understand the feeling. The
3:47easier a product is to understand, the
3:49easier it is for creators to generate
3:51views. And when creators generate views,
3:54sales will follow. But they only follow
3:56if the foundations are right. And that's
3:58where I think a lot of brands totally
4:00misunderstand TikTok. They think it's
4:02another e-commerce platform. But in
4:04comparison to other sites like Amazon
4:05and Google, TikTok is built purely
4:07around discovery. People open Amazon
4:09looking for products, typing in
4:11probiotics. People open TikTok looking
4:13for content, looking for interesting
4:15ideas. The products are discovered along
4:17the way. And that's exactly why we're
4:19telling our creators to create stories
4:21around products. And when those stories
4:23go viral, the sales explode. Now, let's
4:25say you've nailed all of that. You've
4:26got a brilliant product. Creators love
4:28it and the content performs well. But
4:30there's something you need to understand
4:31before going further. Take a step back
4:33and ask yourself one simple question. If
4:35I gave my product to 100 creators
4:37tomorrow, would they all have a story
4:39worth telling? Because if the answer is
4:40no, no amount of commission, no amount
4:42of advertising or creator outreach will
4:44ever solve that problem. Step one of our
4:46blueprint is simple. Build a product
4:48that creators can build content and
4:50stories around. Now, let's just assume
4:53you already have a great product. Great.
4:55There's just one other problem. How do
4:56you actually find good creators? And
4:58even if you find them, how the hell do
5:00you keep them when they're being offered
5:02thousands of different opportunities?
5:03Well, that's exactly where we found
5:05ourselves next. Once we built the
5:06foundation, we started attracting way
5:08more creators. One became five, five
5:11became 20, 20 became hundreds. And as
5:13more people started posting about our
5:14products, something interesting
5:16happened. Our mindset shifted again. Up
5:18until that point, we looked at creators
5:20like influencers, like people we just
5:22paid to make videos. But that isn't what
5:24they are. In 2026, creators are your
5:26sales team. They are the people on the
5:28street talking to your consumers. And
5:30that is very important to understand.
5:32They're the people introducing your
5:33product to new customers every single
5:35day. They're answering objections.
5:37They're educating buyers. They are
5:39creating demand. They're doing
5:41everything a traditional salesperson
5:42would do, but at scale through content.
5:45And once we realized that, we started
5:47asking ourselves a completely different
5:48question. How do we make our creators as
5:50successful as possible? Because if
5:52creators are your sales team, why
5:54wouldn't you invest in them? You would
5:55invest in your sales team, would you
5:57not? That's when we started building an
5:58internal team around TikTok. We hired
6:00people whose entire job was building
6:02relationships with creators, maintaining
6:04relationships, wining and dining
6:06creators, creative strategists who
6:07understood what was trending, what was
6:09converting, and most importantly, why
6:11was that happening? We realized that the
6:13better we supported our creators, the
6:15more successful they became. And the
6:16more successful they became, the more
6:18successful Physician's Choice became.
6:20The majority of brands I see are
6:22treating creators like complete [ __ ]
6:24and they wonder why nobody wants to work
6:25with them. We wanted to become the exact
6:27opposite. We wanted to become the brand
6:29creators talked about, the brand they
6:30loved, not just the brand they worked
6:32with. That's why we regularly invest
6:34back into our creator network. Just last
6:36month, we flew out hundreds of creators
6:38to Aruba, many of them on a private jet.
6:41We didn't do that because we had to. We
6:42did it because we wanted to show them
6:44how much we cared about them. So, as
6:45another example, as the founder of
6:47Physician's Choice and the CEO, I have
6:49personally developed relationships and
6:51invested in relationships with our
6:52creators. I've had them to my home in
6:54Aspen. I've gone to dinner with them. I
6:56have bought them gifts. I have developed
6:58meaningful relationships with our
6:59creators. That's what great brands are
7:01doing right now. Now, I get it. Maybe
7:03you're not in a position to work with
7:04hundreds of creators tomorrow or fly
7:06them on private jets, and that's
7:07completely fine. But if there's one
7:09piece of advice I can give you in this
7:10video, just one, it's build those
7:12relationships. Help your creators
7:14succeed, and then do it again, and
7:16again. Because here's what happens when
7:17you get this right. More creators means
7:19more content. Creators talk to each
7:21other. They're telling each other about
7:22different brands they want to work with.
7:23You get more content. More content means
7:25more opportunities to win. Let's say
7:27you've got two creators posting one
7:29video every day. That's a great start,
7:31but now imagine you're getting 200
7:32creators all doing exactly the same
7:34thing. Some videos won't perform. Many
7:36of them won't. Some will do okay, and
7:38then one takes off, and then another,
7:40and then [music] another. Before you
7:41know it, your brand is everywhere. And
7:43the best thing is, this is completely
7:44different to running ads. You're no
7:46longer relying on the campaign to work.
7:48You're creating hundreds [snorts] of
7:49opportunities every single day for
7:51people to discover your brand. That's
7:52when you stop relying on individual
7:54viral moments, and you start building a
7:56system. Now, let's just assume you've
7:58got a product creators genuinely want to
8:00talk about, and you've built a creator
8:01ecosystem that's consistently producing
8:04content every single day. There's just
8:06one final step of the blueprint that you
8:08need to consider. And without it, the
8:10whole thing will come crashing down,
8:11which is what nearly happened to us. So,
8:13at this point, we thought we'd cracked
8:14it. But once again, we were wrong.
8:16Because even though we built this
8:17incredible creator ecosystem, there were
8:19still brands outperforming us. I
8:21remember looking at brands like Goli and
8:23thinking, "Damn, what are these guys
8:24doing differently?" And that's when it
8:26hit me. These brands weren't finding
8:27better creators. They weren't finding
8:29better products. They were simply doing
8:31a better job of scaling what was already
8:33working. That was the difference. We'd
8:34spent so much time thinking about
8:36creators that we'd almost forgotten
8:38about the buyer. Just because you have a
8:40great product and a ton of creators, it
8:41doesn't mean you're done. Your job is
8:42just getting started. Because once a
8:44creator makes a winning video, things
8:46completely change. Instead of trying to
8:48get more winning videos, the job turns
8:50into working out how to scale what's
8:52already working. When we looked at other
8:53brands, we saw them just absolutely
8:55crushing it. But what we didn't see was
8:57that all the things they were doing
8:58behind the scenes. We dug a bit deeper,
9:00and we figured out exactly what to do
9:01next. And after a while, that's when our
9:03attention started to shift. Things like
9:05GMV max became incredibly important for
9:07us. Instead of guessing which videos
9:09would work, we let creators post
9:11hundreds of pieces of content every
9:12single day. We looked at the data. We
9:14found the winners. Then we used TikTok's
9:16own advertising platform to put more
9:18money behind the best videos that were
9:20already converting. We started testing
9:22flash sales, limited time offers,
9:24different incentives for customers,
9:26anything that increased the chances of
9:27someone buying after watching that
9:29video. As soon as we did that,
9:31everything changed. All the work we'd
9:32previously done started compounding on
9:34each other. Winning videos reached much
9:36more people, got much more views, more
9:38people became customers. Those customers
9:40came back and bought again, and that
9:42gave us more money to invest in
9:43creators, into GMV max, into the whole
9:46ecosystem. We created more winning
9:47videos, and the whole system just kept
9:49growing. So, let me break it down for
9:51you. Here's exactly what you need to do
9:53to win on TikTok. Step one, build a
9:55product that creators genuinely want to
9:57make content around. Step two, build
9:59relationships with creators and invest
10:01in helping them succeed. Step three,
10:03once you find something that's already
10:05working, don't move on, double down.
10:08Scale it, put paid spend behind it, test
10:11offers, improve conversion, and keep
10:13reinvesting back into the system. Cuz
10:15that's how you stop hoping one video
10:17goes viral and start building a machine
10:19that consistently grows your business.
10:21In 2026, we're planning to invest $40
10:23million into TikTok, and I genuinely
10:25believe it's the future of e-commerce.
10:27But, this only scratches the surface of
10:28what we're building. In this video right
10:30here, I break down exactly how we're
10:32building Physician's Choice to be valued
10:33at over a billion dollars. So, if you
10:35enjoyed this video, I would recommend
10:36clicking right here.

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