TikTok Shop Playbook

TikTok Shop has taken the world by storm as the first new viable source of revenue for consumer brands since FB & Amazon.

More than 125 stores have reached a $10m+ run rate on the platform despite it only being live for a year.

I run an agency called Nibble that represents 14 brands on the platform doing just shy of $1m/month in GMV, spending ~$300,000/mo in ads.

Here’s our playbook for unlocking TikTok Shop.

Step 1: Post 30 times organically per month.

TikTok favors consistency.

You train their algorithm to put your products in front of the right audience.

The platform amplifies your content as it gets better engagement metrics. Simple as that.

30 times sounds like a lot, but here’s your two paths:

Option 1: Founder-Led or Internal Social Team

Create content that gives your brand a personality, and humanizes it.

Tell your story & position yourself against an enemy (competitor, behavior, or industry) to rally your audience behind you.

Balance that out with trends, memes, and skits to make your brand relatable.

Study these accounts: Ryse, Pop Daddy Snacks, Prime Bites

Their content formats are a mix of order packing, factory operations, and notification-style content to build urgency (back in stock, sales terms).

• Pro’s: more engagement, cleaner grid.
• Con’s: lower converting as ads in Meta and TikTok.

Option 2: Post scripted UGC / Faceless shot on iPhone content

Without a full social team or a very content-focused founder, option 1 is a challenge.

Option 2 provides external support, guaranteed consistency, and tons of ad-ready content to drive sales.

You can source creators from a UGC platform like SARAL or work with someone like Nibble, our agency, to get content-as-a-service.

Step 2: Scale Up Affiliate volume

80% of GMV (total sales on the platform) comes from affiliate's posts.

Think of it like a video reviews platform, with built-in attribution and conversion in each review.

The key is getting a critical mass of affiliates to post for you. On average, 3-5% of affiliate videos posted will drive any sales. From there - the top 10% will drive 90% of affiliate sales.

To drive affiliate volume, do this:

1. Sign-up for SARAL or a Shop engagement bot

2. Set engagement criteria

3. Copywrite your message to get “sample requests”

4. Filter & approve qualified creators

5. Request ad codes from the affiliates to put your own dollars behind.

Once you have a quality data set on top performers, begin re-negotiating with them.

• Daily posts
• More commissions
• More samples
• Live shopping

All help scale the program for super affordable CPM’s.

And make sure to brief affiliates with:

• Well-timed sales language
• Unique selling propositions (USP’s)
• Relevant hashtags.

Giving them more things to talk about increases the odds of a quality video.

Step 3: Scale Through Ads

It’s extremely straightforward:

1. Get ad codes from top triangulation of watch time, GMV or CTR, and retention time

2. Create 1 campaign, ad set targeting at fully broad, and put 5 ads per ad set

3. Name each ad by the angle or affiliate name for easy clean reporting at the end

Into Action

So in short, here’s the game plan:

• Post organic + spark ad content to drive sales
• how social proof to consumers & affiliates
• Then build an army of grassroots creators to push your brand.

For a fully comprehensive guide, Brian put together a 19-page doc going more in-depth on top converting content types, how to write an affiliate message with 10%+ conversion rates, and more here.

Hope this helps and email brian@nibble.studio with any questions.