Influencer Advisory™
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Affiliate & TikTok Shop

Hundreds of affiliates posting, and the best videos run as ads

Hundreds of creators post about your product every month, paid on the sales they bring in, and the best videos become your ads.

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  • 7,000

    videos posted about Ridge in 1 month, from close to 1,000 TikTok Shop affiliates.

  • 15%

    of Ridge’s Meta ad spend ran on videos made by its TikTok Shop affiliates.

  • 2x

    the click rate on Ridge’s affiliate ads, at a 15% lower CPM, with ROAS the same as its other ads.

  • 88%

    of the lift from Ridge’s GMV Max ads landed outside TikTok, on Amazon and ridge.com.

  • 17,000

    people in the affiliate Discord of a brand doing $100 million on TikTok Shop, with weekly Zoom calls.

  • 50

    TikTok LIVE sessions HexClad ran while it built its shop. It is now a seven-figure brand on TikTok Shop.

What goes into it

  1. 1

    Pick the products that sell on TikTok, not your bestseller

    Your Shopify hero is often not your TikTok hero.

  2. 2

    Build the shop before you scale it

    List the right products and fix how they look in the shop.

  3. 3

    Pay creators in 3 layers

    Commission for everyone: more on organic sales, less on sales from your GMV Max ads.

  4. 4

    Move the winning videos into your Meta ads

    Put the right to run their videos as ads into every deal.

  5. 5

    Tell creators what sells, and count every channel

    Count videos and sales per product, then send more of what sells.

The programme we run

This is the programme we run for you, from an empty shop to affiliates who keep posting.

  1. Week 1 to 2

    Set up the shop and pick the products

    • Set up your TikTok Shop and list the products that fit TikTok
    • Set commission: more on organic sales, less on GMV Max sales
    • Write the right to run videos as ads into the affiliate terms

    You get: A shop ready to sell, a product list and a commission plan.

    How we know it works: Products live in the shop, and affiliate terms that include ad rights.

  2. Month 1

    Send product and get affiliates selling

    • Find creators and send them product
    • Run your first TikTok LIVE sessions
    • Bring the best affiliates into one group (see Community)

    You get: Your first affiliate videos and your first shop sales.

    How we know it works: How many creators posted, and videos per product.

  3. Month 2 to 3

    Contests, GMV Max and Meta

    • Run a monthly contest that needs both videos and sales
    • Put a GMV Max budget behind the tagged videos
    • Test the best videos in your Meta ads

    You get: A steady flow of videos, and the first ones running as ads.

    How we know it works: Videos that became ads, sales per video by product, and share of GMV from GMV Max.

  4. Every month after

    Keep the best creators and reshape the programme

    • Put strong creators on a retainer
    • Send more of the products that sell
    • Tell creators what is working, and test lift on other channels

    You get: Proven creators posting every month, and ads you did not have to shoot.

    How we know it works: Share of Meta ad spend on affiliate videos, and sales lift outside TikTok.

What other brands got wrong

  • Ridge paid for video volume

    What went wrong Its May contest paid for video volume. Too many creators posted wallet videos that did not sell and rarely became GMV Max winners.

    What fixed it Better briefs, better product direction, and rewards that balance quality with quantity.

  • Ridge paid on the wrong channel

    What went wrong It wanted wallet videos for Meta, but paid creators on TikTok Shop sales. Wallets did not sell there, so creators had no reason to make good wallet videos.

    What fixed it Pay creators a share of the Meta ad sales their video brings in, on the hero products, whether or not it sells on TikTok.

  • Ridge judged it on the shop alone

    What went wrong Its TikTok Shop P&L looked terrible once seeding, commission, contests, retainers and GMV Max were counted.

    What fixed it Count the videos reused as Meta ads and the sales on other channels. A lift test found 88% of GMV Max lift outside TikTok.

What you get

  • Hundreds of creators posting about your product every month
  • Sales on TikTok Shop, paid on commission
  • A steady supply of videos you can run as Meta ads
  • Sales lift on Amazon and your own site, not just the shop
  • A clear read on which products sell on TikTok

Why it works

  • The value is getting a thousand people to post about you. Ridge calls that the real point of TikTok Shop.
  • Your best ad can come from an affiliate. One HexClad affiliate became its best new ad on Meta.

8 brands that did this

  • Bloom

    Its 54,000+ TikTok Shop affiliates brought in over $8.8 million of sales.

  • NeuroGum

    Was the fastest growing company on TikTok Shop in the health category in 2024, and had 5 billion impressions in 2025.

  • HexClad

    Found its number one TikTok Shop affiliate, whose videos became its best new ad on Meta.

  • Ridge

    Its $29 tracker card sold on TikTok Shop, so it moved those affiliate videos to Meta. About 30% of that Meta budget ran on them.

  • MaryRuth Organics

    Streams on TikTok Shop Live 24/7, with hired hosts in front of the camera.

  • Force Factor

    Creators post at least 15 new videos a month to keep earning on their older ones.

    Source: growi.io ↗

  • Peach Slices

    One creator on a small monthly retainer brought $150,000 of its $226,000 GMV, per the vendor’s own write-up.

    Source: start.brandsmeetcreators.com ↗

  • Halfdays

    Made every ambassador an affiliate. They come to events dressed head to toe in Halfdays and share their ShopMy links or codes.

See how far you already go on Affiliate & TikTok Shop

The free audit maps each of the four steps for your brand, and which one to start with.

Apply for your free audit