Success on TikTok Shop for brands directly depends on a strategy that includes the active use of small creators and the creation of a large volume of content. At its core is the principle of mass video posting, where quantity translates into quality, especially when working with affiliate programs.
Mass video posting: the key to sales on TikTok Shop
This is not just about increasing reach, but about targeted work that allows for optimal conversion. According to a new Flywheel report (owned by Omnicom), based on data from affiliate software provider Reacher for TikTok Shop, the optimal formula for success includes:
- Scaling the “long tail” of content.
- Content abundance.
- Performance-based pricing.
As Deren Baker, CEO of Flywheel Ventures, noted, at the outset, thousands of product samples must be sent to partners (i.e., creators in the TikTok Shop program) to form a sufficiently broad pool for collaboration. Over time, this pool narrows to long-term, recurring relationships with creators.
Creator effectiveness: facts and figures
The report, based on an analysis of 1.5 million samples sent, revealed the following statistics:
- Only 47% of creators who received samples actually create videos.
- Only 14% of creators generate sales.
Baker emphasizes: “This is literally the same affiliate scheme that those of us who have been doing this for a very long time thought about in the past.” At the same time, small creators demonstrate disproportionately higher gross merchandise value (dollar sales) per 1,000 followers compared to creators with large audiences.
“If your goal is to generate sales on TikTok Shop, the secret ingredient is not just small creators, but small creators posting LOTS of videos,” says Deren Baker.
This is because the audience of large creators is more accustomed to “branded” things, while small creators are more effective for direct response and sales. This confirms that mass uploading with proxies and anti-detect and cross-posting videos to various platforms, including TikTok, becomes a critically important tool for scaling.
Content Volume: The More, The Better
A key success factor is not only the choice of creators but also the volume of content published. One video from a creator brings in an average of $7.19 in sales. However, if a creator publishes 20 or more videos, each of them brings in an average of $74.07 (or a minimum of $1481 in total).
“Many brands get very scared when they are told that 5000 videos a month will be needed for success,” Baker shares. But this is exactly the volume that provides exponential sales growth.
To achieve this volume, a unified mass posting service is necessary, which will allow managing schedules across 10+ accounts and ensure publication on 5 platforms without manual labor. While you sleep, videos are already being released, providing scheduled reach and seamless short video distribution.
Automation and Relationship Management
Scaling the sample sending process and interacting with creators requires semi-automated relationship management. This includes using platforms like Discord and Lark for mass communication with creators. Mass posting via API automates this process, significantly reducing time costs.
The pricing model is also changing. Initially, TikTok Shop operated on a commission-only model. However, the report recommends rewarding high-performing creators by offering them a fixed fee or bonuses to commissions. This blurs the lines between traditional and affiliate marketing, allowing small creators to earn income comparable to larger ones.
Frequently Asked Questions
How to choose a mass posting service for TikTok Shop?
Choose a mass posting service that offers:
- Support for multiple platforms (TikTok, YouTube, Instagram, etc.).
- Automatic scheduling and delayed posting features.
- Ability to post to 10 accounts or more.
- Tools for mass uploading with proxies and anti-detect browsers.
- Reporting on publication effectiveness.
How much does a monthly mass posting package cost?
The cost of a monthly mass-posting package varies greatly depending on the functionality, number of accounts, and volume of publications. Some services offer tariffs that include the cost of 500 publications, while others offer unlimited plans. It is important to study the offers and choose the optimal option for your tasks.
How to publish 100 videos a day without manual labor?
To publish 100 videos a day, you need a specialized mass-posting service with batch upload and scheduling functions. This allows you to prepare content in advance and set up auto-scheduling for publication according to a schedule on all necessary platforms.
Conclusion
The “more videos from small creators” strategy is not just a trend, but a proven path to success on TikTok Shop. Use mass video posting, automation, and carefully build relationships with creators to ensure seamless content distribution and maximum sales. While you sleep, your videos can work for you, reaching audiences on schedule and bringing in a steady income. Start optimizing your strategy today!