Copy Bloom's $17M TikTok Shop Strategy transcript

There is one platform that has changed the way the internet does business. [music] And Greg, the CEO of Bloom, has done over $17 million on this platform and just had this to say about it. >> TikTok Shop is one of the biggest opportunities for scaling your brand right now, but so many are doing it incorrectly. Bloom has had the top energy drink, creatine gummies, and clear protein probably a dozen times now. >> So today, I'm going to show you why myself, Greg, and hundreds of the biggest brands in the world are all going all in on TikTok Shop [music] and the five simple steps to launch or scale your own TikTok Shop.

Starting with step number one, 99% of you still think TikTok Shop is just another revenue channel. You think send products to creators, get videos, and get sales, but that's the smallest part of the opportunity. The real value of TikTok Shop right now is the distribution ecosystem it creates around your brand. [music] What you're getting is organic reach at scale. You're getting paid ads through GMB Max. You're getting endless UGC and creator content.

Winning creatives that you can move to meta ads to scale further. >> [music] >> You get more social proof everywhere. You experience a lift on Amazon sales and conversion rates. A lift at direct into retail stores from TikTok videos. Better creator relationships. There's way more data and way more content than most brands can physically produce themselves. And the smartest brands aren't measuring TikTok Shop just directly [music] on return on ad spend.

They're measuring how much content and distribution can we generate from this ecosystem? Because one creator video can quite literally turn into a TikTok Shop sell, a meta ad, an Instagram reel, an Amazon PDP asset, retail awareness, email creatives, landing page asset, a white listing paid partnership ad. All from one piece of content that becomes 10 plus pieces of revenue assets across multiple channels. With that, TikTok Shop is becoming the cheapest creative engine and distribution layer in e-commerce right now.

Now, if you have a bad listing on TikTok Shop where your images aren't optimized and your offer isn't framed correctly, it's going to be so hard for you to get creators to reach out to you, buy from you, and want to promote your product, which means less awareness, less sample request rates, and a way harder time at getting TikTok Shop launched, which leads us to step number two, TikTok Shop positioning. >> [music] >> So, what is TikTok Shop positioning?

Well, looking at Bloom here, whenever we go to some of their top products like this one that sold 115,000 units on TikTok Shop, most of you don't have quality images. You want to make sure your listing is fully primed and ready to go, so when you start reaching out to creators, there's a good chance that they're going to accept that. And one of the ways you do this is by having quality images that clearly explain what your product is.

So, we have creatine gummies with a burst of mixed berry bliss. It explains the flavor. Then we have powered by that actually breaks [music] down what's inside. It shows literally what the gummies look like. Then we have creatine for the girls, so that way we're hitting the market that we want to reach and comparing it against generic creatine. And we continue to break down all of our images that are on brand and cohesive.

That is just one piece of this. The other part is we want to make sure that we optimize our search listing. So, when people actually search this, well, it's going to make it easier for our creator videos to show up later. And creators pay attention >> [music] >> to what your listing looks like because it determines how much better your conversion rate's going to be. If you don't have any reviews, you should be importing them from your website, Amazon, and everywhere else, so that way when you go to reach out to creators, you already have reviews pre-populated.

The other thing they're doing is they have a variation listed underneath their product. So, if anybody buys a two-pack, it automatically [music] counts in sold, which builds up credibility, and it helps with AOV's. Then we have all of the TikTok Shop badge information around the shipping and delivery, the returns, which helps incentivize [music] TikTok Shop to be able to give you more awareness. Then we have the product description.

You want to make sure you break down your product descriptions, add in images, and explain exactly [music] what your product does. All of this stuff matters because TikTok will score you on your listing quality. If your listing is not that great, they're going to throttle creator videos. They're going to throttle how much awareness you get. So, you want to play into the TikTok [music] Shop game and follow their guidelines so that way you can maximize the actual barriers to entry to get more views.

Now, once you have your TikTok Shop page fully optimized for your product listing, it is going to be hard to find creators if you don't have a pre-qualification rubric or a post-qualification rubric. Most brands shotgun approach it by sending out thousands of products, and that just doesn't work. You get bad videos back. You get [music] poor creators. Some creators don't even post a video for the product they received from you, [music] which is just a wasted sample.

Then, their videos aren't even that quality, or they get no views at all. So, you have to have an actual rubric and know how to automate this system. And a lot of you are doing a lot of manual outreach, which is very time-consuming. Which leads us to step number three, how to find these creators. So, what we're going to do is we're going to go to a tool that I've linked below [music] this video. We're going to access this tool, and this tool is going to allow us to automate our outreach that way we don't have to send out batches [music] of 50 invites, which is very time-consuming, and a lot of you are doing that.

And how we end up finding creators is we have two options. We have AI Creator Search, and we also have Social Intelligence for Top Brands. So, let's say that you're selling a skin care product. Well, you can find a skin care brand like Medicube, and you can click on their brand or search a brand that's a competitor that you know is on TikTok Shop. You can see what products are working for them, right? And then we can come down here and see all of the creators.

Now, what you want to do is you want to pull in the last 12 months of creators that are in here, so that way you have their full creator list. Then you want to pre-qualify these creators, so that way we don't get any creator in here. We only want the creators that have actually generated at least 1,000 views on a video. If they can't even generate that, it's not even worth sending a product to them. So, we're going to set the video views to 1,000.

For video revenue, we want to make sure that they've actually generated sales. So, anywhere between 50 to $250 is a nice starting point to ensure [music] that the creators actually know how to generate sales from their video. This allows us to first pre-qualify. And then our post fulfillment rate, ideally [music] we want it to be above 70%, so that way there's a good chance that we actually get a video back from these creators.

So, this is the first step in being able to pre-qualify. Once you've applied your three filters, you're going to see now that we've distilled it down to only the creators that have generated over 250 bucks in revenue, have done more than 1,000 views. These are basically the pre-qualified top creators for them. And we can see that this creator generated $400,000 in sales for this brand, which is pretty insane with 8.6 million views.

And on the worst end, if we go to some of the last pages here, we'll see that the creators on page 30 have at least generated $1,000 per video, which is nice to see. So, that way we ensure that we only add the qualified creators to the list. So, we'll now add these creators to a list and say pre-qualified, and we'll type in the brand name. Once we've done this, there's another avenue for finding creators. We can go to AI creator search, and this is where we can search literally somebody with green hair, for instance, and this AI tool will find all of the videos of people who have green hair.

One prime example of this is we found that a specific brand, for whatever reason, that sold sunglasses, that all of the guys had moustaches, and their videos crushed it. So, you can quite literally type in moustache if there's a common theme amongst your creators that perform. Now, more specifically than that, rather than just visual appeal, you can type in lip gloss, and see all the videos of people who mention lip gloss.

Once you do that, you want to set the filters here as well. [music] So, you have a lot more options on this view. So, we're going to go down to the actual video performance once again. We're going to change their average shoppable videos, which is how many views they get on a shoppable video, which is very important. So, we'll set that to 1,000 minimum. And then once we've set the average shoppable video, we can scroll up here and set the post fulfillment rate, which is 70%.

We can scroll up even more. We can set the GMV to 250. And if we want to apply some more filters, we can, but these are the core ones that we know to be true for finding quality [music] creators. So, this is another way to pre-qualify. You add them to the list. So, once you've named that list, you can now set up an outreach agent to automate the outreach. A lot of you who are starting on TikTok Shop that have zero affiliate sales, you're going to need to go and buy your product from an affiliate video to uncap your invites.

Once you've uncaptured invites, you can come in here and create an agent to start sending out thousands of invitations. And you do that by clicking on target collaboration and message. You name your agent, and then you can go ahead and select the list that we just built. So, we would go and choose our list, which is our pre-qualified. It'll then sync all of those creators from the list for us to reach out to them, where they can then request a sample from us.

This doesn't mean we're sending them the product. This just means that we're going to get people reaching out requesting to make a video for us and asking us to ship them our sample. You'll then choose your product listing that you've optimized. [music] You'll fill in your contact information, and you're going to start with an outreach message. Now, there's multiple approaches to this because we're going to want to optimize for a high sample request rate. >> [music] >> That essentially means if you have a 0.1 sample request rate and you send 1,000 invites, you're not getting very many creators to reach out to [music] you.

So, we're not going to have a lot of people to be able to qualify and send our product. So, we need a high sample request rate. We do that by split testing up to five different messages here to see which one gets the highest sample request score. Once we know that, we'll leave our automation running as we continue to build our list. So, you'll drop your message in here, hit continue, and then just let this thing start running.

Once people start reaching out to you, this is where you want to post-qualify them. Now, once you're inside your TikTok Shop, you're going to go to your affiliate center so that way you can see your sample request. And all of these are going to show up in here under sample request. [music] We'll go in here, and this is where people are outreach ing. In our post-qualification, we want to make sure the sample score is above a 70%.

[music] We want to make sure estimated post rate is above 70% here as well. So, those two qualify. We want it to be roughly above 1,500 GMB last 30. This one qualifies. And then the most important metric is obviously does their content actually qualify for what we're selling? And B, this is by far the most important one, what is their average views per video on Shoppable? This one says only 353. That's not very many views at all.

Now, this one qualifies, qualifies, pretty much qualifies. She's at 1,200 but averages 5,000 per Shoppable video. Now, that's pretty important to us because if this creator can at least get 5,000 views and she's averaging $20 per 1,000 views, that means we're going to make $100 from this creator video. So, we can check out our content. If it makes sense, we can approve it. So, we want to pre-qualify and post-qualify at this stage.

Now, once you start getting all of these creators, you're going to be sending out the samples. They've been qualified, they're going to make the video, but we don't want to stop there because that means every time we want a video, we have to send out another sample. What we really want to do is be able to leverage all of those creators and put them in a community so we can get more content and build an affiliate army.

This allows us to amplify our views, allows us to get more videos per creator, allows us to send out less samples, allows us to drop product launches, and so much more value. so that way we can teach them and show them what's even working. That way we have a proper feedback loop in place, which leads us to step number four, community empowerment. >> You can acquire 50,000 creators, 100,000 creators. If you don't have a place for them to feel like they belong and they're a part of your brand to go get information, to talk to one another, to engage, you're going to lose them to someone else. >> So what you can do is you can go back to your tool and what we can essentially do is set up another outreach agent and it'll be a CRM agent.

We'll create a new agent and this is going to be a simple follow-up message only and we can set it to segments and we'll select a segment of creators who have posted a video, who have content pending, who have approved samples, and our top creators, and the creators with unfulfilled content that are about to post. What we do is we set up a message sequence to these people and we say, "Hey, now that you have our product, we would love for you to join our private community." Bloom uses Discord to communicate with our community. >> So set up a Discord to funnel your creators into, engage with them there, have conversations, build relationships, sample products. >> Greg himself has literally said that he hops on videos with creators, [music] trains them, shows them what's working, incentivizes them with further programs.

And we're doing this with our clients. We get them in a private community, we make separate groups, and one group is for education. We send over the best performing videos. Hey, this creator made a video, they generated 10,000, 50,000, 100,000 dollars in sales. All of you should go remake this video because it's working. Then all of those creators get that insight, they're more incentivized because now they know how to make more money, they have the script for what is already working, and they can produce those videos and we amplify our GMB.

The creators are happy because they can go and make more money because they've been educated. We can make another group chat, which is announcements. This is where we announce new product drops, new [music] promotions, new offers. Hey, you have our product, but guess what? We're running a 2-week flash sale or a 24-hour flash sale, and we want all of you to go talk about this. It's an insane deal. They already have the product.

They can go back and make that same video again, except with that exclusive offer. You essentially want to have these follow-up agents telling people to join your private community, whether it's on Discord, Tribe, WhatsApp, any tool where you can communicate with the group as a whole. And you want to keep following up with them to get them off of TikTok so you have them in your private community. This is also where we can get creator rights, we can request using their video in meta ads, and so much more later on.

So, communities are extremely powerful. It's what allows you to amplify your growth significantly, which directly leads us to step number five, our distribution ecosystem. Once your community is set up, it does not stop there. You want to be able to start distributing this content. If a creator posts a video for you on TikTok [music] and gets no sales, that is not the end of the road. There's so many ways to leverage the video.

A prime example of this is, if a creator makes a video and says, "Oh my gosh, this stuff is absolutely amazing. It has completely made my hair grow longer. I use it every day. You should definitely get this product and buy now." That's not a viral video. That may only get 300 to 1,000 views. But, that video is more positioned like a direct sales ad. [music] So, what does that mean? We can take that video still and run it in a TikTok GMB max campaign and push ad dollars behind it.

That video might actually work as an ad and generate plenty [music] of sales for us when we force views behind it. It won't go viral, but it allows us to get a 3, 4, 5x [music] ROAS on that specific video. So, every creator video that doesn't perform, we're still leveraging it because it still can work as an ad. And then for the creators who do go viral, well, guess what? We got a viral video, we got organic sales, we can put it in a G&B Max campaign, and amplify it even further.

And then what we do is we take those videos and move them over to Meta Ads, where we can run paid collab ads, we amplify views and sales driving to Shopify. Now what happens? We have more view volume on both platforms, more sales on both platforms, which means there's a whole 'nother subcategory of people where if you're listed on Amazon, they're going to search your product on Amazon and potentially buy there as well, which is driving more awareness for us, building up retargeting audiences.

If your product is in retail stores, some people may not buy your product on TikTok Shop, they may buy it on Amazon. Some may not buy on Amazon, but when they're strolling their cart through Walmart and they're about to check out and they see your product, well, they've seen plenty of videos, the buyer connection there is usually most people just be like, "Well, I've seen this video everywhere on this product, I'll just go ahead and try it." It's a very easy sell.

So it lifts retail. You can take this content, post it on your website as UGC, and credibility. >> goes viral [music] on TikTok Shop, we're seeing sales increase at 7-Eleven. >> There's so many ways to leverage this as a distribution layer. You essentially want to take all videos and migrate [music] them to as many places as possible to amplify the effects of the creator community, which is why the TikTok Shop distribution ecosystem becomes so powerful.

[music] It's no longer looked at as just a platform where you send one product and get one video and maybe hope for some sales. It is much deeper than that. We can leverage that content to its full potential and maximize [music] a halo effect, amplifying views and sales across all platforms together. We see this happen all the time. Videos crush on TikTok, G&B Max, Meta, and amplify sales everywhere, which is one of the biggest reasons TikTok Shop is slept on.

Most people don't realize the full leverage potential you have with this platform. So, if you want to learn the full workflow and be able to execute this, you should definitely check out this video here where we just took a client from $0 to $300,000 a month on TikTok Shop. I look forward to seeing you there.