100 Ways To Grow On TikTok

Topicals didn’t just run ads on TikTok, they built a growth engine. President Sochima Mbadugha and Head of Growth Helena Youhana share how the brand tapped into TikTok’s creator community to spark awareness, opened their affiliate program to let the flywheel spin, and then used GMV Max and TikTok Shop to turn that momentum into record-breaking sales. The result: 50% month-over-month growth and ROAS that beat their goals.What makes their story stand out is how human it feels. They started with trusted experts to build credibility, then let affiliates tell real stories with before/afters and routines, and finally retargeted warmed-up shoppers with conversion campaigns. That mix not only drove efficiency but unlocked new audiences, including men who had never been part of the conversation before.What You’ll Learn in This Episode:How Topicals staged the funnel step by step: experts → affiliates → GMV MaxThe creative hooks that actually move buyers (before/afters, ingredient deep-dives, real routines)How affiliates can turn a good product into a movement—and a growth driverWhy it pays to measure beyond ROAS, from brand search to retail liftHow TikTok opened the door to new audiences, especially men, with authentic creator-led contentHow GMV Max campaigns helped Topicals surpass their 2x ROAS targets on TikTok Shop—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Skinn Cosmetics turned complexity into clarity by narrowing their wide product lineup down to six hero products that became the center of their TikTok strategy. By pairing this focus with TikTok LIVE selling, affiliate seeding, and direct founder engagement, the brand built powerful momentum and drove sellouts like their Lipstick X launch in under an hour. The impact didn’t stop on TikTok, their strategy sparked a halo effect across Amazon, DTC, and retail channels, proving that the right hero products can unlock growth everywhere.What You’ll Learn in This Episode:How Skinn Cosmetics sold out Lipstick X in under one hour on TikTok LIVEWhy focusing on six hero products amplified discovery and conversionsThe role of affiliate seeding and founder engagement in building trust and momentumHow TikTok’s discovery power creates a measurable halo across other sales channels—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Morphe has transformed their TikTok strategy into a growth powerhouse by putting community at the center of every product launch. In Q1 2025 alone, they achieved triple-digit growth in both video views and engagement while maintaining a 54x return on their earned media value to spend ratio.Their success stems from a full-funnel approach that combines creator partnerships, real-time consumer feedback, and strategic use of TikTok Shop for direct conversions. By discovering and amplifying creators who already authentically love their products, Morphe has built a sustainable system that drives both brand awareness and sales performance.What You'll Learn in This Episode:How Morphe achieved a 54x EMV to spend ratio through strategic creator partnershipsThe full-funnel TikTok advertising approach that drove triple-digit growth in Q1 2025How to discover and nurture UGC creators who already authentically use your productsThe 360-degree launch strategy that turns product releases into viral momentsHow real-time feedback from TikTok helps improve product launches and business decisions—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Horizon Next has mastered the art of turning TikTok into a full-funnel performance engine. Paid Social Performance Lead Cerise Vazquez Wright shares how her team combined Smart+, Spark Ads, search, and LIVE to drive results that outperformed traditional brand channels.Smart+ campaigns streamlined targeting and creative delivery, helping the agency reduce costs and improve ROAS. Spark Ads attached to branding campaigns turned awareness into measurable action, driving cost per bookings that were 60% stronger than other brand channels. TikTok search campaigns captured intent with click-through rates 25% higher than competitors, while TikTok LIVE even unlocked surprising lower-funnel conversions like app signups.When you layer TikTok’s solutions across the funnel, you don’t just engage users, you transform outcomes.What You’ll Learn in This EpisodeHow Smart+ automation improved efficiency and performance at scaleWhy Spark Ads layered on brand campaigns delivered 60% better cost per bookingsHow TikTok search campaigns drove 25% higher click-through rates than other platformsThe role TikTok LIVE can play in conversions and app signupsHow Horizon Next reframed TikTok as a top performance channel, not just an engagement platform—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Bijan Malaklou, who leads social and creative services at Vuja Dé Digital, represents the evolution of performance media agencies that are embracing TikTok's unique discovery-commerce engine. As a performance media company enabling expected growth in unexpected ways, Vuja Dé Digital recognized TikTok's ability to connect with audiences more authentically than other platforms.In this episode, Bijan explains how TikTok's contextual environment enables real-time trend participation that doesn't exist on other platforms. He shares their evolution from traditional campaign metrics to holistic business outcome measurement, and discusses how Tiktok’s automation tools have transformed the agency's role from campaign management to strategic partnership focused on overall client growth.What You'll Learn in This Episode:How Vuja Dé Digital leverages TikTok's discovery-commerce fusion to reduce customer journeys from 12 steps to 2-3 stepsThe strategy of approaching audiences as cultural insiders through trend-based, contextually relevant content creationWhy 96% of TikTok's influence goes unaccounted for in traditional attribution tools and how to measure true business impactHow to validate creator partnerships based on business outcomes rather than just organic reach metricsThe evolution of agency value from hands-on campaign management to strategic business outcome achievement in the automation era—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Sabrina and Joseph Main, co-founders of Trademark Beauty, transformed their family-owned, bootstrapped hair tools startup into a thriving business by leveraging TikTok's comprehensive ecosystem. Creating affordable yet premium hair tools using high-end manufacturers, the sibling duo launched in 2019 and joined TikTok in 2020, where they discovered a platform that perfectly aligned with their content-forward, educational approach to business.What You'll Learn in This Episode:How Trademark Beauty achieved 60% year-over-year growth by leveraging TikTok's integrated platformThe strategy behind using GMV Max to automatically optimize ad spend toward high-performing content and creatorsHow TikTok Shop's interactive and informative style of connecting with buyers led to reduced return ratesThe impact of using TikTok for targeting messaging to browsers and recent purchasersHow participating in consistent TikTok campaigns and utilizing platform-specific features drives significant sales spikes—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Hearst Magazines has proven that listening to your audience pays off with concrete results. Their Blind Date series achieved 3 TikTok videos in a row that each hit a million views, demonstrating the power of audience-first content creation.Beyond organic success, Hearst Magazines has found ways to improve advertising performance while reducing spend across their magazine brands. By aligning editorial content with branded partnerships and focusing on native storytelling, they're delivering better results for advertisers while building stronger audience connections.What You'll Learn in This Episode:How Cosmo's Blind Date series achieved three TikTok videos in a row that each hit a million viewsThe strategy behind building specific brand identities (Cosmo for relationships, Seventeen for growing up)The strategy behind improving ad performance while reducing spend through content alignmentWhy native storytelling works for both editorial content and brand partnerships on TikTokThe importance of creating relatable ad content that connects with editorial topics---This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Nancy Anderson, Founder and President of Natal App, and Virginia Triplett, Head of Marketing, discovered that TikTok's ability to immediately reach new audiences organically made it the perfect platform for their science-backed pregnancy and postpartum fitness programs. Serving women who are thinking about conceiving, currently pregnant, or have been pregnant, Natal App recognized TikTok's demographic shift during COVID as their target audience matured into the platform.In this episode, Nancy and Virginia share how their full-funnel strategy of incorporating educational, entertainment, and sales content into their paid campaigns resulted in a remarkable 75% reduction in CPAs, and why they view TikTok as their future. What You'll Learn in This Episode:How Natal app achieved a 75% reduction in CPAs by blending educational, entertainment, and sales content in their TikTok campaignsThe strategy of providing immediate value through actionable health tips to build trust with women facing medical dismissalHow one organic C-section recovery video drove hundreds of direct app signups before any paid promotionThe long-term perspective of investing in TikTok as a platform where their future target demographic is already building relationships—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Andres Ramos, Creative Marketing Director at Juvenon, transformed the health supplement brand's advertising approach by leveraging TikTok Shop's affiliate program to create an "army of creative testers." In this episode, Andres explains how TikTok's genuine consumer connection has created a measurable halo effect across Juvenon's other sales channels, with a 10-20% increase and significantly lowered CPAs on other platforms. He shares how their approach to creator partnerships has exponentially multiplied their testing capabilities, allowing them to experiment and find the best ways to communicate their unique value to consumers. To top it off, GMV Max has already delivered 20% growth despite being in the early stages of their TikTok Shop journey.What You'll Learn in This Episode:How Juvenon scaled from creating 20-30 pieces of content weekly to 50-100 by leveraging TikTok’s affiliate networkThe measurable 10-20% sales increase across other platforms (Shopify, Amazon) attributed to TikTok Shop activityWhy giving creators the same script but allowing their unique interpretations creates exponentially more effective ad variationsThe strategy behind Juvenon's early 20% growth with GMV Max and their plans to test Smart Plus for further expansion---This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Natalie Plain, CEO and founder of Billion Dollar Beauty, saw her 12-year-old patented BrowBuddy tool gain new momentum on TikTok. After one organic video from a creator in Texas went viral, generating $10,000 in sales, the company put Spark ad spend behind it and achieved 3X growth in just one week.In this episode, Natalie shares how her problem-solution based beauty company pivoted quickly to embrace TikTok Shop 18 months ago, starting with just one product and expanding to over 50 items. She explains how the platform has fundamentally changed her business by providing unprecedented distribution opportunities that weren't possible during the product's first decade on the market.What You'll Learn in This Episode:The strategy that turned that initial success into 3X growth in just one week using Spark adsHow Billion Dollar Beauty expanded from one product to over 50 items on TikTok Shop in 18 monthsThe approach to building relationships with creators through gifting and maintaining those connections over timeHow TikTok's direct consumer communication enabled Billion Dollar Beauty to develop new versions of the BrowBuddy based on immediate customer feedback—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Kayla, Director of Influencer Marketing, and Amanda, Director of Performance Marketing at VEGAMOUR, discovered that by creating a strategic feedback loop between creative and performance, they could harness TikTok's power for their hair growth and wellness brand. The leading plant technology company, known for their GRO Hair Serum, has seen remarkable success by focusing on influencer-generated content (IGC), which has driven 90% higher conversion rates compared to brand-created assets.In this episode, the VEGAMOUR team shares how they scaled IGC by 73% year over year and developed a full-funnel approach that goes beyond last-click attribution. By partnering with their third-party measurement platform, they uncovered CPAs that were 51% lower than traditional attribution models showed, proving TikTok's significant halo effect across their entire business. They explain why transitioning from primarily low and mid-funnel campaigns to include top-of-funnel initiatives has been crucial for sustainable growth.What You'll Learn in This Episode:How VEGAMOUR scaled influencer-generated content by 73% year-over-year after seeing 90% higher conversion rates with IGC compared to brand-created contentWhy their third-party measurement platform revealed CPAs 51% lower than last-click attribution suggestedThe strategic shift from focusing solely on conversion-oriented campaigns to adopting a full-funnel approach with video view and traffic campaignsHow VEGAMOUR uses post-purchase survey data to quantify TikTok's halo effect on overall business salesWhy TikTok Shop's frictionless checkout experience has become instrumental in accelerating the brand's growth—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Catalina Leyva, Director of Retention and Social Commerce at MaryRuth’s, shares how TikTok Shop became a key growth lever for the brand—unlocking both community trust and cross-channel impact.After just two to three creators organically drove over $200,000 in GMV in a single month, the MaryRuth’s team realized they had tapped into something they hadn’t seen anywhere else. By pairing that momentum with paid strategy and scaling creator outreach through automation, they built a high-performing engine of authentic content, product education, and commerce.In this episode, Catalina shares how that TikTok-first approach didn’t just boost performance on-platform, it created a halo effect across Amazon and Shopify, driving a 30–40% lift in sales on key SKUs and influencing consumer behavior across the funnel.What You’ll Learn in This Episode:How just 2–3 creators organically generated over $200,000 in GMV in a single monthHow TikTok Shop created a uniquely authentic space for creators to build trust through real product reviewsWhy combining organic creator momentum with paid ads accelerated brand growthThe shift from manual creator outreach to automated scaling, fueling reach across key demographicsHow bundles and Super Brand Day activations drove a measurable spike in Amazon performanceThe quantifiable halo effect TikTok had on both Amazon and Shopify, including a 30–40% lift in certain SKUsWhy authenticity and transparency became pillars of MaryRuth’s brand identity on TikTok—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

From the very beginning, Waterboy placed their bet on TikTok and it paid off. With a conviction that the platform was the best place to launch and grow, they focused their energy on building a highly engaged, authentic community. That decision shaped the entire business.Their first major breakthrough came during presale. The team hit send on a text message, and traffic flooded their site. They sold out of inventory in under an hour, an "aha moment" that confirmed TikTok’s power to drive real-time demand.Over time, their approach evolved from purely organic to layering in creators and paid campaigns. Still, TikTok remained the heartbeat of their brand, where culture, authenticity, and community came together.That momentum spilled beyond the platform. They began to see halo effects on Amazon and in retail. More importantly, TikTok became a proof point in conversations with major retailers like Target and Walmart, helping them show up as a digitally native brand with real community traction.For Waterboy, TikTok wasn’t just a marketing channel, it was the launchpad for everything that followed.What You’ll Learn in This Episode:How Waterboy built a community of loyal followers before ever launching their productThe “aha moment” when their pre-sale sold out in just one hour thanks to TikTok-driven demandHow their TikTok-first strategy evolved from organic to paid to creator-powered storytellingThe ripple effect of TikTok success across Amazon and retailHow their presence on TikTok helped them unlock retail partnerships with major stores like Target and WalmartWhy authenticity and community-first content remain central to their brand’s DNA—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Lauren Hill, VP of Digital and e-commerce at ColorPop, recognized a major gap in their digital ecosystem and turned to TikTok Shop to fill it. The beauty brand, known for luxury formulas at affordable prices, has seen remarkable growth since joining the platform.In this episode, Lauren shares their strategic approach to TikTok Shop campaigns, including a Valentine's Day initiative that 3X'd their revenue, and demonstrates how brands can thrive in the content-to-commerce environment.What You'll Learn in This Episode:How ColorPop identified TikTok Shop as a critical missing piece in their digital ecosystem and saw major growth as both a commercial company and brandThe cross-channel promotion strategy that delivered a 160% lift in GMV within just two months of joining the platformWhy creating trial-focused product bundles exclusively for TikTok Shop helped them acquire new customersThe structure of ColorPop's VIP creator program, including how they seed products to top affiliates before launch to strengthen partnershipsHow their Valentine's Day campaign investment led to 3X revenue growth and why GMV Max has become integral to their performance marketing strategy—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Chris Herbert, CMO of Intake Breathing, transformed their business by leveraging TikTok Shop to achieve a 10X increase in daily revenue in just six months.Chris shares his three-tiered "pyramid of revenue" approach: starting with affiliate creator partnerships as the foundation, enhancing results with GMV Max campaigns, and building deeper customer relationships through LIVES.What You'll Learn in This Episode:Why Chris considers the TikTok Creator Center with affiliate outreach the "baseline" that any business can set up to succeedHow GMV Max campaigns—which Chris calls "the best ad product in at least a decade", automatically optimize creator content while meeting target ROASThe specific "camera down, nose up" demonstration technique that became their winning hook after a creator invented itWhy LIVE sessions not only build trust and spike sales across all platforms but provide invaluable product insight from real customer questions—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

What if you could grow your business from $3,000 daily to over $2-3 million monthly in just 12-24 months? That's exactly what Akash, CEO of Better Alt, achieved through TikTok Shop. Starting in September 2023 as one of the platform's early adopters, Better Alt experienced an unprecedented surge in orders that completely transformed their business trajectory.In this episode, Akash shares how authentic affiliate relationships, strategic platform features, and automation tools combined to create explosive growth for their natural supplements brand. He explains why TikTok fundamentally changed his perception of business growth potential, proving that with the right strategy and product, scaling from "0 to 100" in just one year isn't just possible—it's achievable.What You'll Learn in This Episode:How Better Alt leveraged TikTok's authenticity to showcase natural supplements and grew from $3,000/day to $2-3 million/month in 12-24 monthsThe specific moment their products went viral on TikTok Shop in September 2023, generating more orders than they'd seen in their entire two-year historyWhy building strong relationships with top affiliates became the foundation of their TikTok success strategyHow participating in TikTok's Super Brand Day program delivered 80% new customers and valuable platform visibilityThe way switching from manual ads to GMV Max automation freed team bandwidth while maintaining profit margins and improving ad efficiency—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

In this episode, Patryk reveals his journey from using TikTok simply as a content platform for ingredient breakdowns to discovering the power of TikTok Shop integration. From his first viral moment that generated hundreds of orders to participating in TikTok's special LIVE shopping events with platform-supported coupons, Patryk explains how TikTok has fundamentally shifted his role from a hands-on local business owner doing sampling events to a creator who can reach thousands of customers daily without leaving his office.What You'll Learn in This Episode:How Patryk's content strategy of posting a minimum of four videos daily with detailed product breakdowns built a loyal audience before TikTok Shop was even availableWhy TikTok's ad platform delivered superior ROI compared to other platforms, translating directly to sales rather than just followersHow participating in TikTok's special LIVE shopping programs with platform-supported coupons created "insane GMV" resultsThe fundamental business model shift from physical sampling events to digital content creation that allowed Patryk to reach thousands daily instead of dozens—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

What happens when you combine entertaining content with educational messaging about wellness products? For Brian Wong, co-founder of Feel Goods, it created a TikTok success story that transformed their drink mix business.Starting with organic content, Feel Goods leveraged TikTok's unique reach to gain "millions of eyeballs" for their brand, then built a thriving affiliate program on TikTok Shop that generated over $200,000 in GMV in a single month.In this episode, Brian shares how his "edutainment" content strategy resonated with TikTok's audience seeking authentic brand experiences. From the surreal moment of being recognized in Erewhon by a fan who discovered them on TikTok, to a single video about electrolyte mixers driving $50,000 in revenue, Brian reveals how Feel Goods harnessed the platform's power while staying true to their mission of making wellness more approachable and fun.What You'll Learn in This Episode:How Feel Goods' "edutainment" content strategy helps them stand out in the crowded wellness space while driving both awareness and salesWhy the same organic content that performs well also excels as paid media, creating efficiency in their marketing approachHow adding TikTok Shop links to their own videos drove significant revenue, including $50,000 from a single viral video about electrolyte mixersThe strategy behind building a successful affiliate program using TikTok Shop's internal tools that generated over $200,000 GMV in one monthHow TikTok's "Halo effect" lifted performance across all their other marketing channels, creating synergistic growth beyond the platform itself—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Imagine watching a single TikTok video generate the kind of revenue you’ve always dreamed of. That's exactly what happened to Tammy Hilgendorf, Director of TikTok Shop for Nello, when her wellness brand's ashwagandha drink "Super Calm" caught fire on the platform. After testing traditional social media marketing with futile results, Tammy Hilgendorf turned to TikTok Shop and saw Nello take off.In this episode, she shares how TikTok’s New Arrivals Campaign and GMV Max unlocked a new era of momentum and measurable growth.What You'll Learn in This Episode:How one viral creator video changed everything for Nello and gave them the "aha moment" that confirmed TikTok's valueHow GMV Max created momentum that manual ad management couldn't matchHow TikTok Shop connected Nello with authentic advocates who became the engine of their growth—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Coming soon!