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How to Launch a Supplement Brand on TikTok Shop in 2026 — Transcript

by Jordan West - Ecommerce Entrepeneur · 6,722 words · 974 segments · language en · Watch on YouTube

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0:00Hey guys, welcome back to the unofficial
0:02TikTok Shop Podcast. I am super super
0:05excited for another one of these
0:08consulting sessions where we're going to
0:09go into a brand. I am here today with
0:11Matthew Gomes. We're going to be talking
0:13about one of the brands that he works
0:15with. We're going to be going through an
0:16entire checklist of how you actually
0:18launch on TikTok Shop, especially when
0:20you have real competitors that are in
0:22the space and there may not be a huge
0:24amount of differentiation. We go into
0:26the supplement category in general,
0:28which I really think is actually playing
0:30on hard mode right now on TikTok Shop
0:32with everything kind of going around
0:33there. This is going to be an amazing
0:35episode if you want to learn how to
0:37actually launch properly on TikTok Shop
0:39or maybe you've tried to launch on
0:41TikTok Shop and you're thinking to
0:42yourself, "Oh man, I I might need to
0:44relaunch. I might need to re-blitz. You
0:46know, I've listened to Jordan a little
0:47bit, but I just don't know what exactly
0:49to do." This is the episode for you. So,
0:52without further ado, Matthew Gomes,
0:54welcome to the unofficial TikTok Shop
0:55Podcast.
0:56>> Jordan, thank you for having me. I'm
0:57super excited to be here. Uh For all the
1:00listeners, if you haven't listened to
1:02Jordan a lot yet, you got to keep
1:04listening to him more because everything
1:05that I know and everybody that I talk to
1:08says Jordan West is the king of TikTok
1:10Shop.
1:10>> Well, that is very nice. I'm just
1:12obsessive about things when I get into
1:14them and so this was one of those
1:16channels that I saw and I was like, "I
1:17got to figure this out." And and so we
1:19have figured it out. It's really really
1:21fun and this is like totally one of
1:23those times where this rising tide is
1:25lifting a lot of boats and that's really
1:27really exciting for all of us. So, today
1:29we're going to dig in. Let's talk about
1:31the brand first of all, Matthew, just so
1:33people kind of get an idea. Give me just
1:35a quick 30-second overview of the brand
1:37and what you have done so far.
1:38>> Yeah, so 30-second elevator pitch, we
1:40sell amino acids. If you're not in the
1:43health and supplement space and not
1:44familiar, when you eat protein,
1:46everybody's familiar with protein,
1:47protein powder, when you eat protein,
1:49your body has to break that down into
1:51amino acids. So, a a funny analogy I
1:54once heard was, imagine you had a giant
1:56LEGO Death Star. You know, if you like
1:58Lego, there's this cool Lego set, but
2:01really it's made of tiny Lego pieces,
2:03right? Protein's kind of the same thing.
2:05All protein is is a chain of amino
2:07acids. So, when you eat that, your body
2:09has to oxidize it, break it down, and
2:11absorb the amino acids. Amino acids is
2:14what builds your muscles, even your
2:15hair, your skin. Everything is
2:17fundamentally built from amino acids in
2:19your body. So, supplementing just amino
2:21acids allows you to get that much more
2:23efficiently, a lot less calories and a
2:25lot faster. Our main selling pitch is uh
2:2820 g of whey protein is 120 calories,
2:31and it's going to take 2 to 3 hours to
2:32absorb.
2:33These 3 g of amino acids is 5 calories,
2:37and it takes only 15 minutes to absorb,
2:39and you're going to get the same muscle
2:40support. It's called muscle protein
2:42synthesis is the scientific term, as 20
2:45g of whey, but for only 5
2:46>> Oh, so that's that's why the packaging
2:49says 20 g. So, you're getting the same
2:52the same thing that you would, but in
2:54these smaller Lego blocks that actually
2:56do the the heavy lifting for you.
2:59>> Exactly. Yeah.
3:00>> Awesome. Do you have competitors out
3:01there right now? Cuz it cuz in the
3:03TikTok Shop space, right, we've we've
3:05got our creators up here who all that
3:07they really care about at the end of the
3:08day is working with companies that they
3:10believe in in some sort of way that they
3:12think that they can sell, um and that
3:13they can make some money with. So, what
3:15does that look like? What does the
3:16competitive landscape look like?
3:18>> There's uh tons of protein products,
3:21clear protein products, but there's
3:22really one main amino acid competitor
3:25that is absolutely crushing it on TikTok
3:27Shop and is kind of our North Star, and
3:29that's Body Health, specifically their
3:31Perfect Amino products. Now, their hero
3:34selling SKU is a pill format, while
3:37we're a stick pack format powder, but
3:38they do have a powder format as well,
3:41although it's in a tub, so a little bit
3:43less convenient, and we like to say our
3:45product tastes better. So, those are our
3:46main two differences.
3:47>> So, we're going to get into TikTok Shop
3:49specifically, but we may actually at
3:50some point also get into the sort of
3:52broader landscape of how we actually
3:53scale this company out, which I think is
3:55very, very interesting. So, let's first
3:57dive in on TikTok Shop here. What is the
3:59AOV and gross margin specifically on
4:02TikTok Shop?
4:03>> So, our lowest selling SKU is this
4:0614-count box, it's $34.99. A lot of
4:09orders come in at that. But, our AOV is
4:11about $32 right now. We tend to discount
4:14this down to $27.99.
4:16And then, the 30-count is $49.99, tends
4:18to discount down to about 40. And we're
4:21selling selling a pretty solid split
4:22right now. We're still early on the
4:24launch, so things are scaling up. We've
4:26just been active for 2 months here. But,
4:28our AOV tends to be about $32 given
4:30depends on the day.
4:31>> Got it. Are there any supplement claims
4:33or compliance limitations that could
4:35potentially restrict the content? And
4:37have you had an issue with creators that
4:39right now are looking at that and saying
4:41like, "Yeah, I don't want to touch
4:42supplements." Cuz that seems to be a bit
4:44of the like what's going on out there in
4:46the space right now. Are you seeing that
4:48right now, Matthew?
4:49>> So, yes, absolutely. Supplements,
4:51there's a lot of restriction, especially
4:53on TikTok Shop. One of the core selling
4:56points of our product is GLP-1 support
4:58because of the lower calories and the
5:01muscle support. You know, if you're on
5:02GLP-1s, you're going to have less
5:04appetite, you're going to be losing a
5:05lot of muscle if you're not taking
5:06protein. It's a great product for that
5:08category, but you cannot say the word
5:11GLP-1 on TikTok at all.
5:12>> Interesting. I was just about to ask
5:14that. Like, what So, what can you say?
5:16Can you say brand names? Can you say
5:18like like what can you creator say? And
5:21And also like walk me through like what
5:23does that actually do to the So, the
5:24creators can't say GLP-1s, right? So,
5:27they can't say that particular term. So,
5:28the AI the AI on TikTok is going to pick
5:30that up. Can they say
5:33weight loss? Can they say like what sort
5:36of like what sort of things like what
5:38ways have you been able to get around
5:39that, Matthew?
5:40>> So, um
5:41you'll laugh cuz there's a lot of
5:42workarounds, right? There There are a
5:44lot of restrictions, but for any
5:45supplement brand that wants to get on
5:47TikTok, you just got to be creative. For
5:49GLP-1s, this is only one thing, but
5:51there's weight loss, there's muscle
5:52growth, there's so many claims you can't
5:53say. For GLP-1, creators are smart. If
5:56you've seen these insulin syringes that
5:58you inject GLP-1s with, all of them have
6:01it. They'll stir their drinks with it.
6:03They'll show it and pretend to poke
6:05themselves, and they'll get away with
6:06these things. Creators won't write GLP-1
6:08in the captions, but they'll put GL and
6:11then literally an emoji of peas, like
6:13the vegetables, like peas, and they'll
6:15go GLP.
6:16>> Oh.
6:18>> Right?
6:18>> [laughter]
6:18>> And then you have Donald Trump calling
6:20it the fat shot, and they'll put clips
6:22of other people like Trump calling it
6:23the fat shot, and all kinds of
6:25variations to insinuate GLP, show GLP,
6:29talk about GLP-1s,
6:30>> And do you let the creators just do this
6:32themselves, Matthew? Like, are you like,
6:34"Hey, you guys are smart. Here's what it
6:36is. You know what you can and can't say.
6:37You're the one that's going to get in
6:38trouble if anything, right?" Like, cuz
6:40cuz really at the end of the day, like,
6:41it is it is on the creators for all of
6:44this.
6:44>> And that's another silver lining that
6:46some brands might think like, "Oh, if
6:48they mess up, it's on us." As long as
6:50you're instructing creators not to say
6:52it, our our brief is very clear. The
6:54first thing in our brief is what not to
6:56say. We go, "Hey, TikTok Shop is
6:59extremely cautious with supplements, and
7:01if you do say or type any of these, your
7:04video could get banned, it won't get
7:06monetized, we can't pay you, and that
7:08sucks for both of us. So, do not say
7:10GLP-1, bariatric, yada yada yada." But,
7:13that's obviously we're trying to be
7:15cautious and safe. The next thing is a
7:17bunch of good content angles, but all
7:19the inspirational posts are great posts
7:21of GLP-1 videos insinuating GLP-1 doing
7:24very well. So, the creator is smart.
7:26They know the brand's not going to tell
7:28me to go and say something that might
7:31get my account in trouble, but that's a
7:33huge selling point. And all of the top
7:36videos are selling that. How can I
7:39insinuate that? So, for our competitors,
7:41for example, there's this one guy that
7:44lifts his pant belt and then it's like
7:46there's a huge gap between, obviously,
7:48the size of his pants and him while he's
7:49talking about amino. So, there's that
7:51weight loss angle.
7:52>> Got you.
7:53>> GLP-1s, there's he's taking an insulin
7:56syringe and putting it into an egg.
7:58Like, random things. He's also going to
7:59the visual hooks concept of a video. And
8:02you just scroll and you're stopping and
8:03you're like, there's that Subway Surfers
8:05storyline type of thing where there's a
8:07video on the top right and then he's
8:08injecting an egg with an insulin syringe
8:11and you're like, what's going on here?
8:12But then you
8:13and they're talking about GLP-1s and fat
8:15loss and these kind of things. But
8:16they're just like cutting out the words
8:17and that kind of stuff and they get away
8:19with it.
8:19>> Let's go back into margins for a second
8:21here because really at the end of the
8:22day I I actually just made a a new
8:24podcast episode on this. This might come
8:26out before or after, I'm not exactly
8:27sure when. But I just made a podcast
8:28episode on how, you know, really at the
8:31end of the day, especially with So,
8:32there's this new ad format that just
8:34came out um that we have access to at
8:36Social Commerce Club only with our
8:37biggest clients right now and it's kind
8:40of crazy. It just gives even less
8:42control than GMV Max does. Anyway, the
8:45the big thing that I really get into in
8:47that episode is I'm talking about how
8:48like the inputs are the things that you
8:50actually can control. So, your AOV is
8:52like a really important input, right? To
8:53me, that's that's absolutely massive.
8:55How like how have you looked at getting
8:58the AOV up?
8:59>> Yeah, so that's actually a great
9:01question to segue into our broader
9:03strategy because you're not going to win
9:05on TikTok only pushing your lowest SKU.
9:07And it The thing is, our cost to acquire
9:10a customer right now is sitting around
9:11$40, right? We only have 500 videos
9:13early shop. So, if we're selling a $40
9:16product, that's not going to work. Now,
9:18we're lucky we have four flavors. Gives
9:20us an amazingly easy opportunity to
9:22bundle four flavors and we call the
9:24starter bundle. Every supplement brand
9:27does that. If you go to any top-selling
9:29D2C site, they have, you know, IM A,
9:31Element T, all these brands have starter
9:33bundles and they have all their core
9:35flavors. So, what we're doing is we're
9:37honestly just shipping in our grape and
9:39tropical flavors into Tik Tok, but our
9:41hero offering is going to be one of each
9:44of the 14 counts, and that's going to be
9:46the starter bundle. It's going to be a
9:48regular price 140, that uh discounted
9:51down to 89.99 plus a free shaker bottle.
9:54So,
9:55super massive offer, but that increases
9:57our AOV substantially, especially for
9:59first-time customers. It gives us a
10:01strong offer to lead with, a strong
10:03offer for creators. Creators love bundle
10:05offers as well, making content with
10:07those. And the key here is we can now
10:10take all of that content and run it
10:12exact to our meta because that's our
10:14landing offer on the D2C site. That's
10:17the same starter kit on the subscription
10:20where we actually own the customer.
10:21>> Yeah, I love that. Um okay, so here's an
10:24interesting I just want to throw some a
10:26little bit of advising out here. So,
10:28something that I have seen work
10:29incredibly well, and I do not see CPG
10:31brands doing this nearly enough, is
10:33instead of talking about like the count,
10:35right? So, oh, we've got like a
10:3614-count, we've got a 28-count. Instead
10:38breaking that into days, right? So, so
10:41saying hey, I've got a a full amount,
10:42I've got this is actually a 30-day
10:44starter pack, right? Here, this is going
10:46to be good for your first 30 days, and
10:48then you tell them how often. So, if
10:50it's let's just say that it's it's
10:52actually like double. You could tell
10:53them that's actually how much you should
10:54be taking. So, when you're looking at
10:55dosage, you're like, hey, this is like a
10:5730-day pack, right? Uh all together.
10:59You're smiling, is that something you've
11:00done?
11:00>> Yes. So, that I love that. That's
11:02awesome.
11:03I know you can't see us through the If
11:05you're listening to the podcast, I'm
11:07just laughing and smiling. Um that's
11:09exactly So, we have this 14-count here,
11:11right? And we are pushing that so hard.
11:13This is me So, me and the CEO talked
11:15about. A 14-count, if you take one
11:17serving a day, right? You're taking in a
11:19month 30 servings. What's our What's our
11:22average like even potential value on you
11:24as a consumer? It's only one stick a
11:25day. But if we change the narrative to,
11:28oh, you got to be taking two servings a
11:30day, then that can double our revenue
11:32per consumer and there's data to back
11:34this, right? Since we're a protein
11:36alternative amino acid, if you take the
11:38average or the federally recommended
11:41protein intake for the US, it's about I
11:45want to say nine or 130 g of protein or
11:47something like that. Don't quote me on
11:49the exact numbers, but
11:50>> Yeah, that's right.
11:51>> the average intake of an American is
11:53like 41 g of protein less than that.
11:56>> Yeah.
11:56>> So the exact narrative is hey, the
11:59average consumer is like 40 g less of
12:01protein than they need to get in every
12:02day, but nobody wants to sit around and
12:05eat two extra chicken breasts any day
12:06and nobody has the calories for that. So
12:08we can supplement that with aminos and
12:10they taste good and they're going to
12:11have a variety of flavors so you never
12:13get bored of it. Secondary, another
12:15scientific study shows that
12:17supplementing protein or amino acids
12:19more often in a day provides better
12:21muscle health and muscle support and
12:23muscle growth, which is a basic any
12:25fitness guy is saying like yeah,
12:26obviously because anytime you eat
12:28protein, it spikes something called
12:29muscle protein synthesis and your
12:31muscles are always in muscle protein
12:33synthesis or muscle protein breakdown.
12:35They're never staying the same. So the
12:37more times you can spike them to grow
12:39and stay active, they'll either
12:41maintain, mostly in older adults, or
12:43grow in like a younger training
12:45individual. So with this those two
12:46narratives we can push hey, you should
12:48really be taking two servings a day and
12:50this 14 count box is only going to last
12:52you four weeks. Now, we do four weeks, a
12:55lot of people correlate four weeks with
12:57a month, same thing, but with four weeks
12:59we can get 13 billing cycles in in a
13:01year on a subscribe and save rather than
13:03a 30-day week only get 12. And also that
13:06increase our LTV.
13:07>> So this was actually interesting. I
13:09remember that was one of my biggest
13:11takeaways from going to an Alex Hermosi
13:13event was that one extra billing cycle.
13:16You're like, oh my gosh, that is just
13:18like that one extra thing that nobody
13:20notices, right? Like it's not like an a
13:22noticeable thing. You just put it at
13:24that that amount of time. Um actually
13:26kind of crazy. Let's talk about creators
13:29here for a second. How do you stand out?
13:31Like so you have a competitor, right?
13:33That is absolutely crushing. So how do
13:35you stand out and get their creators to
13:38get on board with your product? Like to
13:40me that's a little like I I feel like
13:42that might be a little bit difficult
13:43especially in the sort of stage where
13:45there is a Goliath in your category.
13:48>> Uh yeah, definitely a nail on the head
13:50there. It's hard. It really is hard and
13:53if you're hiring a VA and putting them
13:55on reacher and thinking they're going to
13:57get these creators, it's not going to
13:59happen. It takes a lot of effort to get
14:01these guys in and primarily relationship
14:04driven. I'm in their DMs
14:06on TikTok organic and TikTok shop which
14:09are separate by the way if you didn't
14:10know that. I'm in both DMs. Then I'm on
14:12their account. I'm following.
14:14>> Very important everyone.
14:16Like all of these different places that
14:18you can reach out that are like multiple
14:19different inboxes. Sorry Matthew, keep
14:21going.
14:22>> Yeah, I know absolutely. No, I watch
14:24your podcast all the time. This is how I
14:25met Jordan.
14:27I love when you when you jump in.
14:29It's Yeah, that's it. You're you're
14:31everywhere in front of them till the
14:33point where they can't ignore you and
14:35the amount of comments I've got that
14:36people are just like, "Okay, let me try
14:38it." And then they try it, they love it
14:40and they make a bunch of videos. And
14:41that's a key thing. You got to have a
14:42good product otherwise, you know, you
14:44get them in and they they leave right
14:45away. But so organic DMs, TikTok shop
14:48DMs, commenting on their videos. Now,
14:51I'm not commenting on their videos. This
14:52is actually a key thing. You do not want
14:54to go on creators' videos and say like,
14:57"Hey, I love your product. I DM'd you.
14:59Hey, want to collab? Hey, like creators
15:01hate that. They'll block you. They'll
15:03never respond to you. They don't want to
15:05talk to you. There's a very clear
15:07strategy for this and I'm giving away
15:08sauce here. Go on to a creator's product
15:11videos promoting products on your brand
15:13account, that's fine, and comment
15:15something about the product. A question
15:17that they can make a video responding
15:19to. Something even just social proof.
15:21Oh, I tried this.
15:22>> So, give them content ideas, right?
15:26Because Because what creators want,
15:28they're constantly needing So, this is
15:30interesting because you're trying to get
15:32into their head psychologically. What
15:35does a creator need constantly? Well,
15:36they need new video ideas constantly.
15:39That's just like all that they cuz
15:40they're constantly making video ideas
15:41and they want to be interesting. The
15:43best way to do that is through a through
15:45a question.
15:46>> Yeah. I find questions by far because
15:48they drive engagement, too. And people
15:51will make videos responding to that and
15:52you have your brand name on someone's
15:54video, social proof, a top-of-funnel.
15:56Like, just people even consumers will
15:58see your name more often just by
15:59engaging with people's questions. And
16:01then I run a a two-comment stack. So,
16:03I'll comment a question, typically
16:05they'll respond or engage, and then I'll
16:07respond to that question. If they don't
16:09check their DMs, then I'll respond to
16:11that, "Hey, I sent you a DM, by the way,
16:13whatever." But, for a consumer that goes
16:15on their video, you'll only see the
16:17first comment and the reply, and then
16:18there'll be more replies.
16:20>> Yeah.
16:20>> So, if I'm going to check it If I'm
16:21going to check the out this TikTok
16:23video, maybe I'm going to buy whatever
16:24this affiliate's promoting. If the first
16:26comment I see is, "Hey, check your DMs.
16:28I want to work with you." I'm like, "Oh,
16:29this guy's just being paid." Even if
16:31it's with another brand. But, if it's a
16:33question about the product and then a
16:35response and then my next response to
16:36check your DMs, it's hidden. So, it's
16:38not the first thing a consumer's seeing,
16:40which is
16:40>> I see. So, the consumer doesn't think
16:42that you were being that like that you
16:44were somehow trying to get in there like
16:47that and doesn't uh interesting.
16:50>> Cuz we don't want to hurt the creators'
16:51conversions, right? That's when they'll
16:52start deleting your comments and getting
16:54annoyed with your brand. But, if we're
16:55driving engagement, liking the video,
16:57watching all the way through, even so
16:58they're getting more reach, and then
17:00engaging with them, and the follow-up DM
17:02is only if they don't answer. So, I'll
17:04like a bunch of their videos, put the
17:05question comment, send the DM. Most of
17:08the time they'll respond. If they don't
17:09respond, I'll come back a few days later
17:12and reply to this. Now, this is for like
17:13those creators that you really they to
17:15work with. So, you need to be smart,
17:17like resource intensive, like I have a
17:18team that's doing this specifically. He
17:21literally just engages with these
17:22creators all the time.
17:23>> Got you. From the brand account.
17:25>> Yes, and I get really good response
17:27rates through this method. It works very
17:29well. And then email, emails, Instagram,
17:32like every other channel that you can
17:33get on. If they have an email, email
17:35them. If you can search their account on
17:36Instagram, like their Instagram videos,
17:38comment, DM, follow, see
17:39>> [laughter and gasps]
17:40>> Dude, it's B2B marketing. It's like it's
17:42like you're actually it's account-based
17:44marketing. You DM, right? It's like this
17:45thing where you're just like everywhere
17:47that you are, I will be, right? It's
17:50like the Sting song, you know? Like it's
17:52just like I'll be watching you
17:53everywhere you are. I I want to get into
17:55something here. TikTok Shop is getting
17:57crazy when it comes to, you know, family
18:00and friends buying. Um anything that
18:03looks like bulk buying, anything that
18:05looks like bulk review-ing,
18:07right? Any of that sort of stuff. And
18:08yet, Sellaco is okay. You guys use
18:11Sellaco to launch. Walk me through how
18:14you use Sellaco. Again, they're not a
18:15partner or anything like that. I I also
18:17understand why they aren't. I should I
18:19missed a call with them one day.
18:22I [laughter] think I Oh yeah, I missed a
18:23call that you set me up with them. Yes.
18:26>> Yeah, I'm
18:26>> It was during some There was some big
18:27issue of why I missed it.
18:29Um
18:30>> Like you you you have a lot of things
18:32going on. I don't think I don't think
18:34he's going to hold it against you either
18:35if you reach out.
18:36>> That's good. That's good. So So tell me
18:38tell me what Sellaco did for you and and
18:41how you would recommend Like I
18:43it looks like you had a pretty good
18:45Sellaco launch, right? As you guys went
18:46into this. Walk me through what like
18:48what does Sellaco do? Um how are you
18:51using it? Um what specifically I just
18:53want to know like the the nitty-gritty
18:54details. Like how many did you put out?
18:56How many reviews did that get? Did it
18:57actually kickstart the skew like you
18:59thought it would? Like all of that.
19:01>> Yes, so Sellaco is, in my opinion, a
19:04must-have if you're launching on TikTok.
19:07If you're If you're not using Sellaco,
19:10there's not really any alternatives that
19:11I know of. If not using Zalco, you're
19:12really fighting an uphill battle. Like,
19:14you're going to spend more money and
19:16more time just to get that initial bump
19:19than if you just pay the Zalco campaign
19:20and it's way easier. For those of you
19:22who don't know what Zalco is, it's your
19:24basic like launch ads platform. It's an
19:26accelerator. You pay them money, they
19:28find consumers, and then the consumers
19:31will buy your product on TikTok Shop.
19:33They reimburse them the amount and they
19:35charge a small service fee. Supplements
19:37are more expensive than non-supplement
19:39products. I typically it's that
19:41>> Isn't that crazy?
19:42>> Yeah, of course. Well, supplements are
19:44more compliant and all these things. So,
19:45supplements really are on hard mode.
19:48But, I like that because that means
19:49there's less competitors and there's
19:51more of an opportunity to beat everyone
19:52else. There's It's really just comes
19:54down to creative quality and creative
19:56scale. And like, I think this is your
19:58stats, but everyone knows that you need
20:00like almost double the amount of
20:02supplement videos to sell a product than
20:04if it's like a a clothing product or
20:05that kind of thing. Because you're
20:06putting it in your body or even on your
20:08body is a lot more risky than, you know,
20:11wearing a hoodie. So, there's a lot more
20:12>> Oh, a hun- yeah, 100%. I mean, we we
20:15still when we see supplement brands,
20:16we're like, like, we work with AG1, you
20:19know, so like that's pretty good, right?
20:21Like that's a pretty good, you know,
20:23supplement that people take that is very
20:25well known in the space, right? But
20:27like, we're not working with Joe's
20:29supplements, you know, down the road
20:31that's like, you know, mixing up his own
20:32stuff. It's
20:34There there is It's The reason why is
20:37because there is not a lot of trust in
20:39the supplement market, right? Because
20:41And again, well, we could argue this
20:43back and forth with with
20:44pharmaceuticals. It's like, well, like,
20:46do we trust any of this kind of stuff,
20:48right? I think that there is a place for
20:50supplements, um, absolutely. And I'm
20:54glad that they're not fully banned, but
20:56at the same time it's like, people are
20:58very weary when they see supplement
21:00claims online. I think that's the one
21:01really big thing.
21:02>> Yeah, 100%. Like, if you're a supplement
21:04brand owner, you have like retail
21:07brick-and-mortar. For some reason in
21:08consumers' mind, that's like, "Oh, this
21:10is a real brand and that's safe." And
21:12thankfully, we have retail locations. We
21:14We have CVS and like 10,000 retailers in
21:17North America, so we lead with that in a
21:19lot of our TikTok content and our
21:21listing. Like, we have that social
21:23proof. So, if you're selling something
21:24>> get creators to go into CVS? Is that
21:26something that you've done yet?
21:28>> No. No, cuz our our retail pricing is
21:30actually cheaper than our e-com pricing,
21:32so we don't have them go in and show the
21:34product there cuz the the listing would
21:36be like $2 less than what it is on
21:38TikTok.
21:39>> I still think it's an interesting
21:40strategy. Is like So, so Here's one of
21:43the strategies that I used to use like
21:45when we owned brands and when Tik
21:47Tok when Facebook ads were first
21:49starting, here's one of the strategies
21:50we would use. We'd get a
21:52an organic post that started to get a
21:54lot of organic traction on Instagram and
21:57then we'd be like, "Oh, this is an
21:58interesting one." We'd put a ton of
22:00social proof on it. We'd run an
22:01engagement ad. It would get like
22:03thousands of likes, thousands of
22:05comments, then we would run it as um a
22:07conversion ad. This is like in the early
22:08days of the pixel.
22:10>> Yeah.
22:10>> And social proof, just so you guys know,
22:12just so everyone knows, social proof
22:13will never go away. That is a principle
22:16of marketing. People want to see other
22:18people doing it. It's like the same
22:19thing of like if I look over there,
22:21everyone's going to look over there,
22:22right? Because that's what we do as
22:23humans. And so, social proof is so
22:25incredibly important. And so, if you
22:27can, so this would actually be a
22:29strategy. Yeah. Just tell them like,
22:30"Hey, don't show the pricing at CVS."
22:33>> When we do the four bundle offer, then
22:35that's going to be perfect cuz they can
22:36go into CVS and say, "Look, I can get
22:38this for this on Tik on CVS, but on
22:40TikTok, I can get all four of these and
22:42it's way less" or whatever. So, like the
22:44pricing
22:44>> Totally. Totally. I mean, I wouldn't
22:46even like like just tell them like
22:47ignore the pricing. But go in If
22:49somebody can see that it's already in,
22:51so like CVS gives its halo of of
22:55reputability to a supplement, right?
22:57Like that's the cool thing. And so like
22:58taking advantage of that is a really
23:00good idea. Something I recommend to
23:01brands all the time. I'm like, if you're
23:02in any kind of retail, do that because
23:04immediately now you've brought
23:06somebody's guard down and they're like,
23:07"Oh, I go into CVS. I buy from CVS. It
23:10must be a thing."
23:11>> Yeah, I got to implement that. Yeah, I
23:13don't know why I haven't leaned on that
23:14more, really. I kind of used the pricing
23:17as like a I don't want to undercut
23:18retail or whatever, but
23:29>> Totally. So, I I think that part of the
23:31future, just so everyone knows, is going
23:33to be So, I've had Meta Ray-Bans for a
23:35couple of years. And Meta Ray-Bans are
23:37amazing because you can live stream at
23:39the same time. So, I think that the
23:41future is going to be something wearing
23:42Meta Meta Ray-Bans in like a CVS being
23:44like, "Hey guys, just live streaming. I
23:46went in here and I just want to show you
23:47guys how I pick out my favorite
23:49foundation. Blah, blah, blah, blah." And
23:51then they've also got their camera
23:52because you can switch back and forth as
23:53you're live streaming really easily
23:55between those two. And that's on
23:56Instagram specifically that you can do
23:57that. I'm sure there's probably is a
23:59TikTok version right now. I don't know.
24:01I'm an old man. I just like care
24:02[laughter] about care about these kind
24:04of products. But like, that's that's
24:06really what I see like the future of
24:08live shopping being is a lot more of
24:10that kind of content where it's like
24:12you're now connecting physical to
24:14digital and people I will bet you the
24:16conversion rate goes way up when you
24:18start to do that kind of stuff rather
24:20than being in somebody's house away. I
24:22know it's easier to make content, but I
24:23think you can make more compelling
24:24content and it could get pretty easy. If
24:27especially if you wrap a bunch of
24:28products that are within like a Walmart,
24:30within a CVS, within a Target, whatever
24:32that is, like that's what I would be
24:34doing. If I was like like Target came to
24:35us for TikTok Shop to be like their
24:37TikTok Shop partner all of Target and
24:38that is exactly what I think is like,
24:40"Let's get the creators into Target
24:43shopping with a shopping cart doing live
24:45shopping throughout Target." Like seems
24:47like a no-brainer to me to be able to do
24:48that. And like first thing everyone says
24:50is like, "Oh, legal. I don't know." You
24:52know, being a Canadian is the best
24:53possible thing in this space. It's like
24:55legal. What do I care? Like Who cares
24:57about the legality of it? Like somebody
24:59can come in there and shop and talk
25:01about the thing as they're shopping.
25:02Like I think it's cool.
25:03Um so anyway, just I don't even know
25:05where we are exactly, but hopefully
25:07there's some good stuff in here.
25:09>> We'll bounce back to Cell Co in a
25:11second, but everything that you said is
25:13yeah, like so smart. For the legal for a
25:16second, let's touch on that. If you're a
25:18small brand, what are you doing worrying
25:20about the legality of showing a product
25:22in Target or something like that? Or
25:24like
25:24>> Totally.
25:25>> Like what Let's come on. Let's make some
25:27sales first and then worry about
25:28something else. Anyways,
25:29>> Yeah. Become suable first, okay? You're
25:32not suable. Nobody wants to sue you. You
25:33have no money. Okay?
25:35>> Exactly.
25:36Um social proof another thing like
25:38retail is one thing, but for brands that
25:40aren't in retail, just think about how
25:41you can weave that into the script or
25:44into the background naturally. Like you
25:46can be talking up Also, you can just go
25:48into a retailer, put your product on the
25:50shelf, and make a video. Like nobody's
25:52going to stop you from doing that. But
25:54>> Matthew, you're
25:55>> like that. Like the way you're thinking.
25:56>> If you're talking about social proof,
25:58right? Like you can mention the reviews
25:59you have on Amazon if you don't have
26:01reviews on TikTok yet. You can mention
26:03other platforms or other creators'
26:04social proof. Another thing is,
26:06especially for supplements, people love
26:08formats where I'm talking and then in
26:10the top right I have a video of a
26:12trusted figure talking about the
26:14product. So everyone's seen those Shark
26:15Tank videos where like this was on Neuro
26:18Gum's on Shark Tank whatever. That gives
26:19it some some sort of like
26:21>> Totally. That's like the main reason to
26:23be on Shark Tank or Dragon's Den. It's
26:24just for that social proof.
26:26>> Exactly. So if I have Joe Rogan talking
26:28about amino acids, let me take a clip of
26:30him talking about how cool or great
26:31amino acids are and then expand on that
26:33and then tie my product into it. All of
26:35that is
26:35>> Totally.
26:36>> Yeah. Anyway, back to Cell Co. Let's go.
26:39Uh
26:39>> Wait wait wait wait wait wait wait no no
26:40before Cell Co I just have an idea,
26:41okay? I have an idea for everybody
26:43listening to this right now, okay? Go
26:45Speaking of reviews, go to your worst
26:47reviews. I think this is like a great
26:48video idea. Like cuz cuz brands always
26:50are like How do I make
26:52How do I make videos for my brand?" Just
26:53go to your very worst Amazon reviews,
26:56read them out, almost do like mean
26:58tweets by Jimmy Kimmel or sorry Fallon,
27:01and look at these like the worst the
27:03very worst reviews of your product, and
27:05then just talk to them. That's it. Like
27:07that like people love that kind of
27:09stuff. People will stick on for that
27:10kind of stuff forever. We all love
27:12looking at one-star reviews cuz the
27:14amount of times you look at a one-star
27:15review you're like, "Oh, okay. Well,
27:17that's just like a Karen. She's just
27:18going to do it either way." But, it's
27:20great. We all love it. So, anyway, I
27:21just wanted to put that out there. That
27:22is hilarious.
27:23>> A hilarious idea right now. Light bulbs
27:25are going off in my head. On our on our
27:27Amazon, we have some old bad reviews
27:30because one of our production runs, the
27:31stick packs were like half empty in a
27:33few boxes, which is outrageous, but
27:36there's this lady that like is opening
27:38them up and yelling. Like she posted a
27:40video on Amazon and is yelling about how
27:42there's nothing in them. If I put that
27:44in the top right of a video and say,
27:46"Wow." And then what it's such an easy
27:48thing. Yeah, that manufacturer sucks.
27:50Thank god we have a new formula now.
27:52If you want to buy it.
27:53>> Totally, we screwed up. Like that sort
27:55of thing. Absolutely, that would work.
27:57Okay, back to Selko. Tell me.
27:59>> So, Selko, great platform launch. When
28:01you're launching, you got to use this.
28:03Now, I did 205 units for my brand so I
28:07can get off probation. There's a bunch
28:08of different thresholds. Some of the key
28:10ones is probation, you normally need 200
28:12units sold. There's affiliate
28:15>> And and how much is 205 units? Like what
28:16are we talking about as far as cost is
28:18concerned?
28:18>> Yes, mine was a $35 supplement, and I
28:22had agency pricing, which was I think
28:24$9.50
28:26a unit. So, all-in I paid and you pay
28:29sales tax, all-in I paid 9,400 one time.
28:32Not the cheapest.
28:33>> 100% worth it. That 10K cost right at
28:36the beginning like that, 100% worth it.
28:38>> Now, when we say 9.4K, 10K, whatever,
28:41that's not your real cost because we get
28:44all of that back. $35 on every single
28:47one of those units goes through TikTok,
28:49pays out the 6% TikTok fee, and we paid
28:52affiliates 15% commission. I'll touch on
28:54that in a second, which means we still
28:55got back a massive margin on that. Our
28:58net cost was closer to like four grand
29:00on that by the time all of the cash
29:02flows came back in, and now our listing
29:04had over 100 reviews. We got 130 reviews
29:06from that. Yeah. All positive. We have
29:09now a 4.7 shop performance score, which
29:11is super important. Wouldn't have
29:12without it. We have tons of social
29:15proof, units sold, and reviews on the
29:17listing. And all of the features, the
29:19outreach, the ad spend, uh everything is
29:22available to our shop so we can actually
29:23grow it. And if you didn't do that, you
29:25would have limited outreach. You would
29:27have not be able to run that. Like
29:28there's so many things working against
29:30you. So, 200 units I liked because of
29:33out of probation, that's one thing
29:34that's annoying. Then you have affiliate
29:37GMV. You need your affiliate outreach is
29:40based on how many sales you've done GMV
29:43through affiliate videos is the key
29:44thing, not through your brand account or
29:46whatever, in the last 30 days. So, we're
29:49a brand new shop. We're going to push at
29:51least 2,000 sales through that, which is
29:52what our campaign did. It did like
29:547,000, but we want to at least cross
29:56that threshold, and that's going to
29:58sustain us for at least four weeks,
30:00right? So that we can reach out to a lot
30:03of affiliates, get a lot of content, and
30:05make more sales.
30:06>> I feel like this is just such a
30:07no-brainer. It's like this should just
30:08be on the podcast for Sellyco. It's
30:10like, "Guys, just go use it." If there
30:12is another one out there, we'll we will
30:14let you know. If there is a competitor
30:15to that, I I will let you know. I want
30:17you to come back in a few months when
30:18you guys start hitting six figures, and
30:20we are going to talk again. Thank you,
30:22thank you, thank you, and thank you guys
30:24all for listening. Sorry we had to cut
30:25this one short. I feel like I got some
30:27good value out of this, so.
30:28>> Yeah. Well, stay tuned. We'll leave them
30:30on a cliffhanger for the next one. And
30:32we'll we'll talk more about omni
30:34channel, too, for brands. That'll be
30:36>> Absolutely. Yeah, that sounds good.
30:37We'll be We'll see the real Halo in the
30:39next couple of months here. Matthew,
30:41thanks again, man.
30:42>> Thanks, Jordan.
30:46>> [music]

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