Why TikTok Shop affiliates are the best marketers

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Today, we’re going to focus on the content being created for TikTok Shop, which I think is some of the most organic and most authentic direct response marketing possible.

Before we get into it and discuss some examples, let’s talk about one of the most important ad concepts you need to understand:

The type of content you should be creating for your ads.

This all depends on the nature of your products.

You need to ask yourself very specific questions about what you’re selling:

Does the product sell itself? Is it an impulse buy?

Most gadgets and trinkets will fall under this category. The novelty and excitement that they bring will do the heavy lifting in terms of selling.

You don’t need to explain how the product works. You just need to show a simple demonstration, and that’s enough to convince an impulse buyer to purchase.

Apparel also typically falls into this category.

Check out the Meta ads library for any clothing brand, and you won’t see much in terms of copy, UGC, etc.

Whether it’s a $30k a month business…

Or a $100k a month brand…

Or even a multiple eight figure brand,

The majority of the ads you’ll find are static images with minimal copy.

This is because the designs and messaging are the driver of the sales.

But what if you’re selling in a competitive, saturated, and skeptical market, like skincare or supplements?

That’s where you’ll need to incorporate direct response marketing to overcome the skepticism, outshine your competition, and address customer objections.

We’ve covered several branded direct response funnels in past newsletter editions, including supplements, home safety, and pet nutrition, and how they’ve been able to accomplish these goals.

We’ll cover some more similar case studies in the future, but today, I want to focus on the superior marketing currently happening on TikTok Shop.

With TikTok Shop, the awareness level matters.

Selling to an audience aware of a viral product is straightforward. The ad can be a direct review of the product, which can be revealed immediately.

An ad like this reveals the product, which has already been trending, and can be discussed directly followed by a product demonstration. This is truly an impulse buy that doesn’t require much direct response marketing.

The same can be said for this ad, which is a simple video of a creator trying a viral product for the first time and her reaction.

In both cases, the content comes across as organic and authentic, which contributes to their success.

On the other hand, the high awareness level of a particular product can be used to position a competing product as the superior alternative. Notice how this AI ad uses a viral beauty product in its contrarian hook to set up the pitch for a competitor.

The best part is that this ad also uses the concept of a unique mechanism (which I discussed in an earlier edition) to differentiate the product (which the ad claims hydrates the skin barrier unlike other products).

This is classic direct response marketing, which contributes to the success of the ad.

Other TikTok Shop content utilizes effective hooks to capture viewers’ attention. For example, this ad uses a bold statement (“Eat your moisturizer”) followed by the creator actually slurping the “fountain of youth.”

Then, using a problem-solution approach, the ad introduces a new skincare ingredient for anti-aging and explains its benefits and how it works.

Finally, for the skeptical, competitive market, there is plenty of TikTok Shop content that uses traditional direct response marketing that doesn’t reveal the product early on, agitates pain points, and introduces a unique mechanism.

Check out how this AI ad starts by giving contrarian advice and agitating pain points (bad breath) before introducing the solution and how it works to address the real root cause of bad breath.

With nearly 19 million views, this ad capitalized on an already trending product by applying the principles of direct response marketing.

Overall, the content on TikTok Shop is probably the most organic application of direct response principles you’ll ever see.

Make sure to study content that goes viral and use it as inspiration for your own scripts.

Most importantly, make sure you’re putting ad spend behind this content to continue to scale with TikTok and Meta ads.

I hope the examples I shared have been helpful in showing how to leverage current trends on TikTok Shop to improve your own ads and overall marketing.

If you’d like me to share more examples like this in the future, feel free to reply to this email and let me know!

Also, in an upcoming newsletter, I’ll be discussing strategies for growing on Amazon, which brings me to today’s sponsor:

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That’s all I have for today.

I’ll be back in a few days with another edition focused on “advanced retention tactics,” which will include insights I’ve gained from running my agency for 8 figure brands.

Talk soon,

Sharad

@pmktg00

P.S. If you own or operate an e-commerce brand generating at least $1,000,000 in annual revenue, feel free to book a call with me to discuss how we can improve your ad creatives, landing pages, or email/SMS marketing strategy.

To further enhance your e-commerce and marketing skills, you may be interested in signing up for one of the options below:

1. Learn branded direct response copywriting and how to create high converting cold traffic funnels here.

2. Learn how to write advertorials here.

P.P.S. This newsletter is growing rapidly, and at the current rate, we should hit 50,000 subscribers by the end of the year. I’m looking for sponsors who want to reach a highly engaged audience (over 50% open rate and 10% click rate) consisting of owners and operators of 8 figure brands, agency owners, and other marketers. For more information and detailed newsletter metrics, feel free to reach out to me by replying back to this email.