← TikTok Shop Insiders
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Ivan
Welcome to TikTok Shop Insiders podcast, your source for actionable news, trends and strategies. If you want to build a thriving brand or Creator presence on TikTok shop, this is your essential. Listen, let's get started. All right. Hey, everyone. Welcome to TikTok Shop Insiders podcast, your source for the latest news and strategies on TikTok shop. I. I am your host, Ivan. Welcome to the show. Thank you so much for joining in. Been a couple weeks since our last episode. We talked about product pages, right? So the pages that you see and what they look like and what are the different elements and how to optimize that. Today we're going to go into our product brand shop pages, right? So when you're on a product page, there's that sold by item and you click on that and it's the brands page, right? So at, you know, kind of talks more about the brand, has, you know, complete catalog of the brand and other elements that we'll dive into. Right? And so, you know, well, all of these are kind of pieces to the puzzle, pieces to the equation that an a potential customer will use to evaluate is, is this brand, you know, good, reliable, do they have great products, et cetera. So this is all to kind of build that story of why someone should buy from your brand, right? So we'll dive into detail on what that shop page looks like and how to optimize it. So if you like the content, please don't hesitate to leave a review. You know, I've connected with a lot of you guys and have a lot of great things to say and implemented my strategies and, you know, it's, it's helped them on their journey getting some sales on TikTok shop. So if you like the content, if you find yourself, you know, listening podcast episode after podcast episode, you know, definitely, please don't hesitate to leave me a review. It kind of shows me I know what I'm talking about and you know, kind of, you know, I do this kind of on the side trying to make time for it. It's not the easiest thing, but, you know, for the stories that I helping some people, it makes it worth it as well as the reviews I get, right? And so, you know, leaving reviews helps boost the algo and you know, I get in front of more people. So definitely, you know, if you're finding value, you know, repay the favor and kind of leave me a review. That'd be awesome. So I'll take this moment to also talk about Affiliate Academy hq. I think I mentioned it previous episode, but you Know, I have another podcast, affiliate Academy HQ, and I interview the top 1% of TikTok Shop affiliates and kind of get their story right. There's people in there or people I've interviewed have generated like a million dollars in GMV in a month. And going into their strategy on what they think, what they think about that video did well, you know, a lot of these, most actually all these affiliates have a system, have a, have a layout for their videos that works for them time and time again. Right. And so I really dive into those strategies and then on the back end of that, the people who listen, there's a, there's a community of affiliates who kind of will join and want to learn more, learn different strategies. Right. So if you're a creator, you know, if you're an affiliate, Affiliate Academy hq, that's where it's at. And yeah, it's been some great stories on how, you know, if you're a seller, you can take a look and listen and see what affiliates are looking for with a brand. Right. And so, you know, head on over there. AffiliateAcademyHQ.com, i'll link it in the show notes below. So up, up next is the news portion. I think the, the biggest news on the horizon, right, is the potential ban, right. That's in a couple days. So April 5th kind of seems like Groundhog Day. We've seen this before, but you know, it's around the corner. It hasn't been on the forefront as much as the previous ban. A lot of things going on in today's kind of society. But you know, it's maybe not as, you know, prevalent as it was, you know, maybe the first ban or maybe people got used to it. But essentially, if you remember, the initial ban in January kind of shut TikTok down for I think 15 hours or something. And it kind of got kicked down the curb a little bit. And I think it was a 75 day kind of extension to that ban and kind of allowing TikTok to operate within that timeframe. So now the new date is April 5th. Right. And so according to the letter of the law, or kind of like as it's written, TikTok again will kind of be banned on April 5th if nothing is to be done. But on the good note is like, all signs point to it being extended or kind of bought out by a US based entity. Right. And so just summarizing some of the numerous articles that I've read about it, but Trump has said that he's negotiating with a number of groups to acquire TikTok. And it's. It seems like he feels confident that it's most, you know, on its way. Right. It's up to him to make the decision. And I think he also said that the deadline may be extended if no deal is reached. Right. So kind of. I haven't really heard anything else, but anything opposite to the fact like if there's any contention or, you know, not gonna happen. So all things positive, which maybe I'm a little biased, but that's, you know, someone can tell me otherwise if they see otherwise. So some of the main groups that are interested in buying it, it's kind of hodgepodge of people. But I've seen Microsoft, Mr. Beast, kind of crazy names out there, Right. And I've seen rumors of Twitter and all that. So TBD on who that is. I think the front runner for me that I've seen is Oracle. Right. That's what I've seen mentioned time and time again. And yeah, I think it kind of makes sense for Oracle being a storage data warehouse and kind of being able to host and all that stuff. So I think it matches up and they don't have a social media platform, et cetera. So that's kind of what I'm thinking or hoping, but we'll see. Another thing is we've seen this before, right? So some of the things that I took away from the last one is don't delete the app. There's been a ton of people who deleted TikTok and weren't able to download it because it got removed from the App Store. So don't delete the app. And I think maybe a bigger picture here is like, I'm a firm believer that TikTok will be here for the long run, you know, like. Like before maybe down for a day or week, whatever it may be. But it's kind of too big to fail. There's too many vested interests in there to kind of go away quietly. So, yeah, maybe a little step behind that is social commerce. Right. We're talking about, you know, TikTok being the first iteration of that. But there's, you know, YouTube shops on the way. There is, you know, meta and Facebook shops right around the corner. Right. So definitely still huge potential or kind of just literally the tip of the iceberg in this social commerce category. So I'm excited for that. So potential ban April 5 still on its way, but all signs going forward are looking bright, so keep the fingers crossed. I want to bring up a story. So I was scrolling TikTok and I found this creator, an affiliate and there's this brand out there that I will remain nameless. But it's a supplement brand and everyone knows about those sweepstakes and those price structures that, you know, let's say goalie has, right? So it's like if you reach this number of gmv, you'll get this much, these prizes, right? So it's like a million dollars gmv. Get a Lamborghini or something, like something crazy. Or if you reach 1000 GMV, you'll get an iPad, right? So that's, you know, what we see. But there's this other company, it's a supplement company and their price structure was a little awkward and I don't think maybe a legal team didn't look at it, but their structure said was on the long lines of like, how many videos you get made, you get X amount of dollars, right? So if you make 10 videos, you get $50. If you get, you know, 30 videos and you get $100. And that was what was on in that, on the kind of flyer and that was what was communicated. But now you have, what happened was you get these creators that are making zero, like you know, 10 second videos and they make 10 of them and expecting to get money, right? And so you have lots of those people but you really honest creators that made like high quality, you know, 10 videos and thinking that they're gonna get a flat fee, you know, for those videos. And essentially what happened was they're, they're not paying out, right? And so these affiliates are on their assumption that hey, I made 10 videos, you know, give me my 50. And the brand on the other side probably got like hundreds of different affiliates making, you know, kind of crap videos and didn't, you know, they don't want to pay out. So yeah, I would say there's so many of these sweepstakes and if you're a brand, you definitely want to be sure that what you are kind of putting out there and what you're saying is your prizes is something that you plan on keeping and you, you know, kind of before you push publish that, you have reviewed it with your, with your lawyers or you know, I mean, at least chat GPT. Like, what are the pitfalls here? Because I ran that same, you know, promotion on through chat GPT and they're like, hey, you know, here's a whole like, what are some holes in this strategy? Right? So I don't know, something, but you definitely don't want to, you know, leave yourself open to scrutiny Right. This is from my, from my standpoint, it's rightfully so. Like, if you're gonna say, I'll give you a 500 for 10 videos, you should back that up. So anyway, kind of like, you know, as TikTok shop gets more mature, you're gonna have all these kind of, kind of use cases where people will try to abuse the system or, you know, have loopholes or workarounds. And you kind of want to make sure that you're on the up and up with everything. So if you're providing those incentives and private structures, you know, double check, make sure it's, you know, the way you want it to be and the way it's intended. Last episode or two episodes ago, we mentioned subscribe and Save as being a new feature on TikTok Shop, right? Which is great being previously on Amazon and an Amazon seller and representing brands on Amazon. It's a huge part of it, right? You want to have that recurring revenue time and time again and kind of you can bank on in and you have a steady flow of customers in that aspect of subscribe and Save. Well, I've spoken with a couple brands and pretty much all of them have said that subscribe and Save has decreased their conversion rate and their sales by a large amount, right. Upwards of 50%, right. So if you're making $100,000 a month, $50,000 a month, like it's, it's huge, right? And so you definitely want to take a look at your numbers when you turn it on, right? And so I'm not saying do or don't turn on subscribe and Save, but if you do, definitely just don't assume that it's going to work and, and be better. Right. You definitely want to approach it as like a test, like, is this going to improve my metrics the way I want? Right. So if it, you know, lowered conversion rates by like 1 or 2% and you're getting like a long term, you know, subscribe and Save customer, definitely worth it. But like, if your conversion rate has dropped dramatically where it's, you know, 50%, then it's like, okay, well, maybe not might be worth it, right? So definitely take a look at that. You know, I guess the idea is great, but the execution of it, it's question mark. So take a look at that. Another, another point of subscribe and Save. And I've had this question asked a lot, but what happens to the affiliates commissions? Like do they get commissions on subsequent sales? And the answer is no, they only get commissions on that first Sale. So good for the brand, I guess, bad for the affiliates. But you know, I guess if it's communicated to the affiliate, I mean, I guess it doesn't really operate anywhere else where the first or the commissions will expand throughout the subscribe and save. But just some clarity there, I've kind of uncovered it. It's only on the first purchase where subscribe and save will. Or you'll get the commission on that first purchase. All right. Really cool feature that came out recently on TikTok shop is you're now able to choose which individual SKU you can give away as samples. I've been kind of secretly wanting this. It's been on my wish list forever. But essentially the way that we use it with our clients is maybe you have different size variations, right? You have a small, medium and large, right? And as an affiliate, if you get notified that this brand wants to work with you, the affiliate will typically choose the bigger size. Like of course I want the bigger size of the product, right? And they get more and all that stuff. Who wouldn't, right? It's nature. But you as a brand obviously don't want to give that bigger size. You want the smaller size, it's enough to make a video about, etc. So before, what we had to do was unvariate the smaller size and use that one as a sampling, you know, SKU. But now TikTok has rolled out with kind of a feature where you can choose which SKUs you want to give away at samples. So inevitably. So now you can have a listing with a small, medium and large and be able to sample the small. But still, you know that that traffic that's generated from those videos now leads to the listing that has the small, medium and large. And then AKA that buyer can now, you know, get the larger size, right? You know, and the affiliate will still get that commission of that larger size, right? So it kind of works for me. This is a huge seller win, right? You can choose which product you're giving, you're not, or you're giving out and you're not kind of beholden to giving that larger size, which obviously cost of goods. It plays a huge factor in that, right? So yeah, take a look at that. It's you could you go to your affiliate center, open collab free sample settings, and then you select the amount of SKUs that you want for that SKU and then you should be good to go. So yeah, pretty cool feature. Check it out if you haven't, it'll kind of definitely help the bottom line. Right. You're giving away those smaller samples. Up next, for the main portion of the podcast, I want to talk about the TikTok shop homepage. So the brand homepage, like I said earlier, this is a portion of TikTok shop where let's say you're on a product listing. You see the images, it's right under the images it says sold by. And then the brand name, you click that button and it brings up a brand page, right? And so this is kind of all the items of the brand page. And you know, for me it's like on Amazon, it's a similar area where it's like you click on the brand name and it brings up the brand page, right? And I always think of it as a kind of like a further justification or further, you know, tool to show the potential customer that you are a legit brand and you know, just fly by night. And it kind of allows you now to convey your brand messaging, what your brand is about, what your kind of standards are, how you, you know as well as other products, right? And so theoretically, if they see the video, they buy your product, naturally they're going to want to see more of that product, right? If they like the product, they want to see more, right? So this is a chance for you as a brand to kind of, you know, show the potential buyer that you're established, you're not just like a fly by night brand, but also expose that customer to more of your products, right. If they liked one, they're probably going to like more, right? So there's a lot of elements on this brand shop page, the brand homepage that you know, are pretty awesome and TikTok makes it extremely easy to kind of build and navigate around. So yeah, definitely, if you haven't do that, if you haven't done that yet, you should check it out. So if you're in seller center, you go to marketing and then there's a shop page tab there and they make it super easy, easy for those Amazon sellers. Like TikTok shop has a brand page and they had templates and you know, is very kind of difficult to navigate and it takes a couple of days to approve. TikTok shop, as you probably know, just makes it so much simpler compared to Amazon. But anyway, so it's a, it's a, it's a templated site on templated item on their page and you know, there's different areas of like you upload your logo, your header, product collections and then setting up product categories, right? And then you can kind of swap out these areas and make it look nice and clean. Right? And so yeah, so it's, you know, customizable storefront where, you know, sellers can showcase their brand products and promotions. That's one thing here it's like promotions, right? You could. A good example that I like to share is Anchor. Anchor always has like top end product listings as well as product brand shop pages. Right? So take a look at Anchor. They have a really good one as well and you see like products and promotions sprinkled throughout their listings. So yeah, again this strengthens your brand identity and your credibility. Right. If they don't see something there, if I see like weird, you know, low reviewed products there, people might be like turned off. Right. The better impression you can make, the better. Right. So yeah, so some notes here, right? Your logo has to be 512 by 512. Header images has to be 375 by 162. So kind of like a rectangle space. And yeah, these are smart modules, right. So it'll be auto populated, right. So like the top sellers will be the top sellers of your shop. Right. So TikTok will know that and kind of auto populate that that item. There's promotion modules where you can kind of show, you know, what the promotion you have going on. Right. And so as you know, TikTok is TikTok rich with promotions and you kind of put to the forefront what that is, right. As well as customized modules, right. So you can do manual edits for collections. Right. If you have a, you know, summer's coming up, spring's coming up, so if you have like a skincare summer collection, you definitely want to do that. So and if you have maybe a new launch or like new product launch or new category launch, you can create carousels based on the products you want, right? So you can customize those modules and kind of move them around as necessary. But yeah, those are kind of examples that you know, I like to do if there's, you know, different times of the year, right? Promotion, you know, now it's March, but in, in July there's a huge promotion campaign with Amazon's Prime Day. Right. And so TikTok follows that. But having your Prime Day sale up, or your equivalent of prime day on TikTok shop, summer sale, having that on the forefront of your brand page kind of exposes these shoppers to what other items you have going on for you during that promotion period. So yeah, I think some other ideas that I like to do is obviously your top products, like making sure that that's populated on there as well as any brand collections that you want to focus on. Like I mentioned earlier, there are brands with new product launches or new category launches and so you want to your some of the modules on there. So yeah, I think you know, a well structured homepage makes it easier for you know, affiliates to also kind of drive to, to, to your shop. Right? They, they, they, you know, if affiliates see that you have a great product, they go inevitably going to go to your shop page and the, you know, you're not only selling to potential buyers but you're also selling to affiliates like does this brand have their stuff together? And you want to make sure that you're kind of tackling both sides of of it. Right. I mentioned before Anchor, I'm going to pull up their page now. So taking a look at the Anchor Us page. So if you're interested it's Anchor Us A N K E R Us. And just kind of going down their page you'll see, you know, there's a follow button so fans of your brand, easy access to that follow button and they will now be able to get your updates faster. Up front there's a, on the top there's a banner right. So you can kind of, that's a great time to show what your, your product is about or what your brand is about. You know, Anchor is, is promoting their best offers of the year. Up next is a module they have for picks like what are their picks for you and this typically like the top products and you can see you know, pricing information, free shipping, extra percentage off, et cetera. They also have Black Friday Friday deals so that's probably old. They probably need to update this. But definitely kind of a place where you can insert your deals of the moment and then they go into top products like 1, 2 and 3 and kind of modules around that and then kind of a laundry lid. Now it's kind of like an open area for their, their top products in there. Yeah, they have a wide catalog so kind of showing all their products. So yeah, again this is just a piece of the puzzle of, of TikTok shop. You know, it's not a make it or break it, but it does contribute positively in my opinion. It's super easy. Right? TikTok makes it super easy. So if you haven't already go into seller center marketing shop page, you can put it together in 30 minutes. So I definitely suggest that. So yeah, that concludes it for today's episode. Right. You know, lately I've been you know, concentrating on product pages as now you know, brand shop pages, and really all of this is an effort to, you know, increase your conversion rates. The more trust that you can build with the potential shopper with the affiliate, the better, right? And so, you know, you can send out as many affiliate messages and you know, you can get as much traffic to the page as possible, but if it's not as high converting, then you're kind of wasting your time, right? You want to be as high converting as possible. Right? And so for me, that's where this whole journey starts. The, the, the product pages. Because if you're driving traffic, if you're spending all your energy driving traffic to a crappy conversion page, all that effort is for not, right? So you want to make sure that your page is as optimized as possible, your product page as well as your shop page. Then you can start driving traffic because, you know, it's you as high converting as you possibly can make it. Right? And so, yeah, that's kind of why I like to start with. You know, there's a kind of question, do you start with your, your, your, your traffic or your conversions? For me, it's conversions, making sure that's optimized, adding traffic in later so you can add fuel to the fire of, of what you've already made. Right. So, yeah, a little bit of background on that. Thank you for joining in again. You know, if you like what you're listening to, if you like TikTok shop and you know, like, like what I'm doing here at TikTok Shop Insiders, definitely leave me a review. It'd be greatly, greatly appreciated. So, yeah, that wraps it up for today. Thank you guys for your time and I'll catch you next time. See you later.