​Dyno Growth​

Dec 8th, 2023

A Case Study of Affiliate Program:
6K orders from a 1-min video

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Today, let's dive into a TikTok shop case study, showcasing the remarkable potential of affiliate program on this platform. This case revolves around a content creator, Michelle, who produced a seemingly casual one-minute video in her bathroom, post-shower, without makeup or formal attire.

This video secured 6 million views, drove 6,400 orders to the affiliated product, generating a revenue of $281,000 for the affiliated TikTok shop - Tarte Cosmetics.

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The Smart Play: Teaming Up with Creators

First off, this case is a game-changer for how we think about content creation on TikTok. It’s not always about a shop owner being the star of the show. Instead, it's about showcasing great products and teaming up with creators who already have a niche audience.

Each creator targets their unique crowd, so by collaborating with creators like Michelle, who understand their audience's preferences, merchants can dramatically expand their reach across various consumer segments, substantially boosting sales.

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Dispelling the Myth for New Merchants

New TikTok Shop merchants often believe that success requires themselves to be versatile creators - adept at singing, dancing, and producing a constant stream of creative content. This idea is just a myth, much like the unrealistic expectation that the CEO of P&G would star in every advertisement. The reality is that effective shop management and strategic planning are the true cornerstones of success on this platform.

With a well-devised strategy, merchants can identify and harness the best talent and resources, whether from their internal team or external content creators and agencies. These external parties often bring a higher level of professionalism and experience in content creation.

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Understanding Affiliate Program

What is affiliate program? It’s an ingenious system where you only pay a commission to creators when they successfully make a sale of your product. TikTok automates the whole commission-splitting process. That means no hassle of tracking down bank details of creators — TikTok handles it all.

For TikTok shop merchants, accessing a wide array of creators is streamlined through TikTok’s official Affiliate Program, available via the Seller Center. Once a suitable influencer is identified, merchants can initiate contact through the Seller Center’s messaging system.

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A Breakdown of Michelle's Content Strategies

Michelle's one-minute video, filmed in the most ordinary of settings, transformed a mascara set into a viral sensation. Her approach incorporated several key strategies:

• Relevance to Target Audience: Michelle’s deep understanding of her audience stems from years of consistently engaging with a specific demographic. This long-term focus has not only allowed her to refine her content strategy but also trained TikTok’s algorithm to more precisely target and deliver her content to the appropriate audience.
• Authentic and Casual Presentation: Michelle’s filming in her bathroom transforms the video into a genuine, friend-to-friend recommendation rather than a sales pitch. Her use of the product in a common, post-shower scenario makes it highly relatable, allowing her audience to easily envision incorporating it into their own routines.
• Effective Price Illustration: Michelle's clear presentation of savings acts as a powerful lure for cost-conscious shoppers. Additionally, her skill in fostering a sense of urgency cannot be overstated, capturing the audience’s attention and stimulates immediate interest.
• Great Timing: Coupled with the strategic timing of its release around Black Friday, the video effectively capitalizes on the audience’s heightened shopping interest during this key retail period.

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Success on TikTok Shop for merchants involves much more than just producing eye-catching content. It’s about crafting a thoughtful strategy, deeply comprehending your target audience, and sometimes, letting others take the spotlight to show off your products.

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To view Michelle’s remarkable video, visit here. For those interested in the detailed sales data and engagement metrics, a list is provided for reference:

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In TikTok’s dynamic marketplace, you’re not just managing a shop; you’re creating a narrative for your products. And sometimes, the most effective storyteller for your brand is someone who already resonates with your prospective customers. Explore, experiment, and consider empowering others to narrate your story. This approach could be a transformative decision for your TikTok Shop.