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Selling Supplements on TikTok Shop ($0 to $200k Guide) — Transcript

by Hayden Bowles · 3,906 words · 553 segments · language en · Watch on YouTube

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0:00Selling on TikTok Shop is a very
0:01important piece of building an
0:03e-commerce brand in 2026 and it's not
0:06really because of the sales that come
0:07from the platform, but it's what it does
0:09for the brand overall. Today, I'm going
0:10to share with you how to get sales on
0:13TikTok Shop in 2026, how to do content,
0:15pricing, talk about your listing,
0:16getting affiliates, and a lot of that
0:18good stuff that we're actively using.
0:20But, I'm also going to zoom out and look
0:21at a more holistic view of how that fits
0:23into the brand overall. Last year, my
0:25supplement brand did about $7.7 million
0:28in sales. The breakdown of that was
0:30about 5.5 on Shopify, just over 2
0:32million on Amazon, and we only did about
0:34$200,000 of revenue on TikTok. Yet, I'm
0:37here talking about it because it was a
0:38very crucial piece of the business and
0:41it helped drive a lot of these other
0:42sales. It helped us rank above some of
0:44our competitors on Amazon and get some
0:46extra ranking, and it certainly gave us
0:48a big edge on Shopify. Running Facebook
0:51ads, which is a competitive and
0:52expensive thing to do, especially with
0:55supplements these days. If you've been
0:56struggling with Facebook ads, this is
0:58inadvertently a Facebook ad video
1:00because we took a lot of our content
1:02from TikTok and ran it as ads and it
1:04worked. So, if you're looking forward to
1:05this video, I'd appreciate if you drop a
1:06like and subscribe to the channel. If
1:08you don't know, TikTok has really come
1:10out of nowhere. I mean, they're doing 15
1:11billion dollars in GMV in 2025 is what
1:13they report, 70 million social shoppers,
1:16etc. Average amount spent per day in
1:18America is $32 million. I will be
1:20curious to see how TikTok does as they
1:22roll it out to more geolocations. That
1:24will be cool. Um but, they've grown very
1:26aggressively. So, you get the idea. Now,
1:28real quick, I just want to show you this
1:29is a back end of my brand showing the
1:31sample request for affiliates. These are
1:33creators, you know, how much they post.
1:35This is their sales in the last 30 days.
1:37These are all creators that are
1:39requesting for a free sample of our
1:40product, wanting to promote it not for a
1:42fee, but just for a commission. So, they
1:44only make money if they actually make
1:46sales and that's the whole essence of
1:48TikTok and this affiliate structure.
1:50But, I'm practicing what I'm preaching.
1:51I'm not just talking about this. I'm an
1:53operator. I run my business every day.
1:55We have about 20 people on the team and
1:56I just brought on a head of TikTok for
1:58$4,000 a month plus comp and that
2:01person's sole job is going to be TikTok,
2:04building the Discord community with
2:05affiliates, managing that, talking to
2:07them, giving them hooks, angles, winning
2:09video ideas, and everything to do with
2:11building a community of creators that
2:13are going to push our brand because we
2:15want to do a whole lot more than what we
2:16did last year, $200,000 in sales on
2:19TikTok. It will reduce our Facebook ad
2:21costs, it'll help performance, and it
2:22will help us on Amazon. And so, if you
2:24haven't already caught on, affiliates
2:26are the engine. This is what drives
2:28TikTok. You can make your own content. I
2:29highly suggest that. We'll talk about
2:31it. But, getting other creators to
2:32promote your brand for you. This is very
2:34hard in the beginning because you have
2:35no sales. If we go over here to the only
2:37real software I pay for for this stuff,
2:39I'll leave a discount link down below,
2:40Kalodata. You should live on this thing
2:43because it has every example, even if
2:44you're doing Facebook ads, whatever,
2:46this shows you everything. Let's just
2:48take a brand like Physician's Choice for
2:49an example, large supplement brand,
2:51number one leader on Amazon, and they
2:53have done that by crushing it on TikTok.
2:56They've done $2.8 million or $2.4
2:57million in the last 30 days. Last 90
2:59days is 7 million bucks. They do a
3:01couple million a month on TikTok.
3:03Awesome. But, what I like to see is I
3:05can go down and see all of the creators
3:07and how much money they're generating
3:08them. Now, they have their own account
3:10that's producing good sales as well.
3:12You're not going to be able to get these
3:13people on board. But, what if we jump
3:15over to page, you know, 200 and we go to
3:17the small creators that are making them
3:18$3,000 a month and we message all those
3:21people with a really crazy offer, right?
3:23That's what I like to do is snipe
3:24specific affiliates that work with
3:26similar brands. And it's not like you're
3:28stealing them. They're not on contract.
3:29Maybe the biggest ones are, but you can
3:31just offer them a really aggressive
3:33commission rate and we'll talk about
3:34that. But, I can see every single
3:35product they're promoting. So, maybe I'm
3:37trying to come up with product ideas and
3:38I can see what's blowing up. I use
3:40Kalodata for that. But, specifically,
3:42the biggest thing that I use this
3:44platform for and the reason that my
3:45company pays whatever $80 a month for
3:47this is the videos. Now, they boost a
3:49lot of their stuff with ads. That is
3:51becoming very, very common. So, you can
3:52still look at these. This is only an
3:5411-second video, right? But, I I can see
3:57this video and I can understand the
3:59hook. I can see what they're saying.
4:00What is the scene? Are they showing a
4:02person right away or all the products?
4:04And I can mimic that. We can give this
4:06to our creators as an example. We have a
4:08different product, but take this video
4:10framework. And this gives me the ideas
4:12for all the hooks and everything that
4:14we're going to need for who we are
4:15targeting. And that's one piece that
4:17people miss is that the real work starts
4:19after an affiliate says yes. If a
4:21creator agrees to take a free sample of
4:23your product, which is not that hard,
4:25the real work starts once they get it.
4:27Getting them to actually post and then
4:29post regularly. Because if they get your
4:31product and they make one video and it
4:32doesn't do anything for them, they're
4:33not going to make another video. So, the
4:35real work starts after. Following up,
4:37helping train them, giving them hook
4:38ideas, script examples, writing the
4:41customer avatars out, which I'm going to
4:42do for you here in a second and show
4:44you. You have to prepare this in advance
4:46and that simple, you know, four-hour
4:47work block is the part that people miss.
4:50And it's a pain in the butt to follow up
4:51with all these creators and talk to
4:52them. But, if you want results like what
4:55the top brands are getting, you have to
4:56do what they are doing. And that means
4:58not just mass out reach. We use the a
5:00bot called Yuka. I'll probably leave
5:02that link down below as well. They just
5:04I mean, it's spam. Like, 10,000 people a
5:05day. It just sends the messages and we
5:06get samples from that, right? You just
5:08saw that. Some of the samples are from
5:10our mass outreach. But, the the work
5:12starts after they request a sample.
5:14Then, we talk to them. Hey, we'd love to
5:15have you make a couple videos per week.
5:16If you can make five a week, we'll bump
5:18up your commission. You know, here's 10
5:20ad angles that are working. Like, you
5:21got to do that and small brands are not
5:23doing that and that's why they're not
5:24getting good results. Now, the
5:25commission structure is a big piece of
5:27this on the response rate when you're
5:28just reaching out to people because you
5:30need it to find a way to get their
5:31attention. And I like to kind of over
5:33promise and like promise the world in in
5:35in a way that's true. Like, hey, you
5:36know, most brands offer 15% commission,
5:38we're going to give you 40% commission.
5:40Plus, we'll give you a retainer once you
5:42you get things going. Like, I just start
5:43saying stuff. We're going to boost all
5:44your content with ads, which all of that
5:46is true. It's a little ambiguous. I'm
5:48not being too specific, but you have to
5:50be flashy and attention-grabbing in the
5:52beginning. If you're a brand with no
5:53sales, you got no followers, you don't
5:55have an influencer behind you. You've
5:57got nothing. So, we offer a large
5:58commission. I'm always in the 30s,
6:00sometimes 40%. Free sample. Uh we say,
6:02"Hey, we're going to help you like with
6:03winning hooks and all this stuff." And
6:05then, you have to do ongoing
6:06communication. You have to do that.
6:08Otherwise, what's going to happen is
6:09you're going to send 130 samples over a
6:11month. You're going to spend money doing
6:12that and you're not really going to get
6:14any videos out of it. And then, nobody's
6:15going to produce any sales and your
6:17dashboard's going to show four orders,
6:18which is realistically what might
6:20happen, and you're going to be pissed
6:21off.
6:22I've done that. I've seen that. People
6:23in my coaching group have had that same
6:24thing happen. If you're not following up
6:26with people, if you don't understand how
6:27to set up your listing and your pricing
6:29and your offer to get out of the
6:31probation period a little bit quicker,
6:32which we're going to talk about, TikTok
6:34stifles you. They don't really let you
6:35get sales and that's what's different
6:37about this platform versus something
6:38like Facebook ads. So,
6:41your own content is the foundation.
6:43Affiliates will see your content. If
6:45your brand page, like what we saw here
6:47on Physician's Choice, they produced
6:49$194,000 in the last month. Great. Any
6:52content they make that blows up,
6:54affiliates are going to see that and
6:55that's going to draw new people in.
6:57They're going to request samples because
6:59they saw that this video made money.
7:01These are not people dilly-dallying on
7:02social media. Affiliates pay for
7:04Kalodata. They pay for different
7:06software tools and you should, too, but
7:08they pay for this so they can catch the
7:10trends and see what's blowing up so that
7:11they can promote it early. And so, if
7:13you have a video that's blowing up,
7:14trust me, they will see it, okay? Post
7:17at least once per day. Literally, I did
7:19this myself. I had already made money. I
7:20had another company and every single day
7:22I'm slinging a TikTok myself. Why? It
7:24takes 2 minutes, 4 minutes. It's not
7:26that hard. I batch it out for the week.
7:28It'd take me 25 minutes. Going viral
7:30attracts affiliates and this also helps
7:32you learn the content angle. How can you
7:34expect your affiliates to get good
7:36results and target your customer if you
7:38don't even know who your customer is?
7:40We're going to hit on that in a second
7:41and this will
7:42be useful for all of your marketing
7:43efforts. But, the real hack here, and I
7:45can name 100 different brands that do
7:46this, is the halo effect. Going viral on
7:49TikTok helps your meta ads. It If you go
7:51viral and you're making at least 10
7:52grand a day on TikTok, the amount of
7:53views that would be necessary to do
7:54that, I promise you your CPMs will drop
7:56on meta every single time. Not to
7:58mention, you will have all these ad
7:59creatives that will also help you get
8:00better results and scale further. But,
8:02it will also bleed over a lot of people
8:04that are searching your brand
8:06specifically on Amazon and that
8:08third-party traffic is something that
8:09Amazon rewards very heavily. That's
8:11exactly what Physician's Choice has done
8:13and multiple other brands. I mean, I can
8:14name 100 of them, myself included. And
8:16it works. It works. We did $315,000
8:20last month on my supplement brand with
8:21one product on Amazon.
8:25There's other people selling it. It was
8:26a competitive space. If you look at it,
8:27you'd say it's saturated. But, it
8:29doesn't matter because we brought
8:30third-party traffic when other people
8:32didn't. Period. Okay, that's just how we
8:34did it. Now, let's say you're making
8:35your own content or you're trying to
8:36train these affiliates. How are you
8:38going to understand your customer? You
8:39need to do this. Follow this playbook,
8:41please. Find at least three main angles.
8:45First of all, start with making a list
8:46of every possible benefit for your
8:47product and then every type of person
8:49who could utilize that benefit. Find
8:52every other similar product that helps
8:53with that and that keeps branching out.
8:54You just build a big list of every
8:56possible touch point. How does this
8:57product relate to people? You know,
8:58there's maybe a recovery angle and the
9:00recovery all is because it it hydrates
9:02you, but those are two separate angles.
9:04Are you feeling tired all the time?
9:05Maybe it's because you're not hydrated,
9:06right? We have a hydration product. So,
9:08like, there's all these different
9:09angles, you know, you feel groggy when
9:11you wake up in the morning. You're not
9:12feeling good during a workout. You're
9:13tired at work by 2:00 p.m. These are
9:15angles. Underneath each angle, come up
9:18with five hooks. Hey, are you tired by
9:202:00 p.m. at work every day? Do you roll
9:22out of bed and you know, you feel tired
9:23and it's it's a battle to even get out
9:25the door?
9:26These are angles. These are hooks
9:27underneath each and I like to write
9:29those out and give those to affiliates.
9:31Now, what I highly recommend you do cuz
9:32this is massive is build a character for
9:36each main angle, okay? So, I'm going to
9:39give you an example here that's just
9:40going to be funny, but this is true.
9:41This is what we do.
9:43Let's just say I I mean, whatever you're
9:45selling. Let's say one of our ideal
9:47customers is Josie. It's not, "Hey, oh,
9:49we're targeting, you know, women in
9:50their 20s." No, no. I get specific.
9:53Josie is a 24-year-old Pilates girl who
9:56needs to have her matcha coffee every
9:58morning and uses daily Pilates as her
10:01primary social tool. That's who Josie
10:03is.
10:04Let's go a little deeper. Being awake
10:06before 7:30 a.m. is a crime. For Josie,
10:08a new pair of grip socks is better than
10:10a good night's sleep. Her Pilates
10:12instructor is her hero. She became best
10:14friends with the one gay guy in the
10:15class. She works in media and marketing
10:17and handling the social media stuff for
10:19a mid-size local tech company. Her
10:21dreams are simple. Pilates every day,
10:23driving a fancy mom car, and your white
10:25Porsche Macan, G Wagon, X5, or a Range
10:27Rover. Not bad options. She wants to
10:29take a vacation twice a year to the
10:30beach. She wants a big lab-grown diamond
10:33and a white house with two kids and a
10:34dog. Basically living out every country
10:36song, but Josie doesn't listen to a ton
10:38of country music, just occasionally.
10:40That's Josie. And I get that granular at
10:42understanding the customer of who it
10:44might be, and I'll build out a lot of
10:45different avatars. Because first of all,
10:47if I said that and said this story, I
10:49could literally post this as an ad and
10:51it might work. Because you want to speak
10:53to your people. And how can you speak to
10:55that avatar if you don't understand
10:56them?
10:57Right? You have to get in their heads.
11:00And this is a funny one because just for
11:01an example, I see a lot of guys
11:03try to sell female products. It's
11:05common. The biggest one I've seen is
11:07somebody doing 7 million a month and
11:08it's a dude selling female products. And
11:10he may or may not be pretending like
11:12it's women owned. Anyways, like we work
11:13with people in our coaching group and
11:14they always try to like I just see it a
11:16lot. A lot of guys try to jump in and
11:17sell female products. And that's fine,
11:19but you don't understand the selling
11:21angles cuz you don't understand the
11:22avatar perfectly. And so it just becomes
11:24a little more difficult. But like going
11:26deep into all of these things and then
11:28making each of these a hooks a hook, you
11:30know, is like if you have a Pilates
11:32product, let's just say I have a
11:34recovery product, a hydration product
11:36and we're taking a recovery angle. I
11:37will target women doing Pilates, even
11:39though that's not really related to the
11:40product, but it is. And I might lead off
11:43with a hook that being like, you know,
11:44Pilates girls, is a new pair of grip
11:46socks better than a good night's sleep?
11:48I might start with that to get their
11:49attention and totally pivot the
11:51conversation to hydration, you know? Be
11:53like, well, as you know, Pilates, they
11:55might not think it's a good workout, the
11:56fellows don't understand, but it is a
11:58good sweat. And after a good sweat, you
11:59need to rehydrate.
12:01You see what I'm saying? You can loop
12:02these in based on who you're actually
12:04trying to target and find different
12:05hooks. And this is the type of thing you
12:07need to outline and give to your
12:08affiliates. This is the type of thing
12:10that you build all of your Facebook ad
12:11copy off of. This is when you're working
12:13with a YouTube influencer for three
12:15grand, you give them these ideas. So
12:17that's my rant on customer avatar. I
12:18could sit here and do three hours on it.
12:20Let's continue on. TikTok Shop buyers
12:22expect the best price. It is a discount
12:25platform. It is younger demographic.
12:26It's impulse purchases. That's just what
12:28it is.
12:29Uh, this little graph is actually
12:30slightly incorrect. We do charge the
12:31same if not more on Amazon, but then you
12:33have to factor in shipping, so it kind
12:34of equals out. Uh, but Shopify D2C, like
12:36anything to do with Shopify Amazon, like
12:38that's more expensive. TikTok is always
12:40our lowest price. Oftentimes we run free
12:42shipping promos. We also do BOGO offers
12:44on here quite often. If you're
12:45struggling to get results, try buy one
12:47get one free. You know, do whatever you
12:49can to just make it aggressive. Uh, you
12:51know, there's a little survey done
12:52internally at TikTok. They reported that
12:5358% of TikTok users are more likely to
12:55buy with a coupon or special discount.
12:58Duh. I'm surprised it's not higher. Uh,
13:00but this this is interesting. Like
13:01TikTok forces you to slow down. There's
13:03what's called a probation period. I've
13:05been ranting about this for two years.
13:06TikTok still refuses to admit it exists
13:09to me, but I know for a fact that on new
13:11accounts, and whether it's a big
13:12influencer that gets millions of views,
13:13if they tag your product tied to a new
13:15TikTok Shop that has no reviews, their
13:18video will get less views. Every single
13:20time. Which is exactly why you should
13:22never pro tip, you should never pay a
13:24big flat fee for a video when you're
13:26getting started on TikTok Shop. It will
13:28not work. Period. So, there's a whole
13:31probation period. They slowly let you
13:33get more orders, slowly let you get more
13:34views, slowly allow you to reach out to
13:36more affiliates. It takes like two to
13:38three months. It's not an exact
13:39timeline. It's kind of based on sales
13:41and performance. That's part of the
13:42reason that making your own brand
13:43content is very important. So,
13:46getting affiliates, doing your own brand
13:48content, and having a good listing. Let
13:50me know if you want me to do a deep dive
13:51on the listing. I can do a whole video
13:53on that. We do have a free trial to my
13:55school group, which is where we talk
13:56about this. You can ask me any
13:57questions. And we have a TikTok Shop
13:59training. So I specifically talk about
14:00listing setups. It's a whole course. You
14:02can get that for free. There's actually
14:03six courses inside of there. You can get
14:05for free on the TikTok Shop, building a
14:07brand. If you're doing any drop
14:08shipping, manufacturing, there's a lot
14:10of stuff. You get a free call access to
14:11me. You can ask questions. Uh, but
14:13that's completely free on the trial.
14:14Now, I always like to lead with examples
14:16because I feel like it offers insights,
14:17and I try not to do this from a bragging
14:19perspective, but look at this. The last
14:2190 days on Shopify, I've done 1.4
14:23million in sales on the brand. It's up
14:25slightly. Now, my goal is to get this to
14:27monthly. That'd be awesome. We had a
14:28month that was basically right there.
14:30And I truly believe that TikTok is going
14:32to help me do that. It's going to
14:33increase my Facebook ad performance,
14:34which is the biggest driver of sales for
14:36us here. It's going to do that by
14:38overall awareness and reach, which will
14:39drop our CPM cuz people will be familiar
14:41with our ads once they see them cuz they
14:42already recognize the brand. But number
14:44two, by giving us a bunch of content.
14:46That is why I'm investing money and time
14:49into TikTok Shop and bringing someone on
14:51to do it. I actually think that that
14:53four grand a month plus comp is better
14:55used there at TikTok than it is in like
14:58adding four grand and spend to Facebook,
15:00which
15:01is whatever for us. We spend much more
15:03than that every day. But it's like
15:05that's it's just worth it. It's a better
15:07platform for that. These work together.
15:09It's not a one or the other, but we are
15:11trying to grow that so that we can grow
15:13the overall brand. And again, like we've
15:15done 500,000 in the last three months
15:16through subscriptions. 56% of our
15:18customers, you know, return and buy
15:20regularly. We have a bunch of people on
15:21a monthly subscription. And that's why
15:23supplement brands are awesome. See how
15:25rock solid consistent this is for three
15:27months?
15:29Like that's why I like supplement
15:30brands. And we can also pull up the last
15:32365 days. You can see the growth of this
15:34brand. Started from basically nothing.
15:36Big spike and now just consistency. It's
15:38slowly increasing. It's been awesome. So
15:40that's my rant on TikTok Shop. I highly
15:42recommend you check out our free trial
15:43to school down below. For sure you get
15:45Calendy, that's the only software we
15:46really pay for that's like relating to
15:47TikTok Shop. So live on that, use it,
15:50see videos, come up with customer avatar
15:52angles. There's a discount link down
15:53below cuz we send a bunch of people
15:55their way. I also have my one-on-one
15:56coaching group that opens every few
15:57months so you can work with me for six
15:58months. A lot of supplement brand people
16:00inside of there helping them scale
16:01aggressively. So, hope you enjoyed the
16:03video. I'll leave all the resources and
16:04other stuff linked down below. Let me
16:06know if you have any questions. I'd be
16:07happy to make another video. I'll see
16:08you in the next one.

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