What truly drives gross sales, in accordance with TikTok advertising consultants

For those who’re beginning the 12 months with many executives on the lookout for explosive development in 2026, you may love this creator’s refreshing take. “Your model would not should be beloved by everybody. A model can survive even when it captures solely 3% of the market.”

I understand that “Keep Alive” is extra of a disco anthem than a advertising aim, however her level rings true. Making an attempt to enchantment to everybody in 2026 received’t work…and also you don’t must.

Creating robust advertising that resonates with a bunch of loyal fans is best than promoting Hurray to your model on a billboard in Instances Sq..

gemma woo

Built-in Advertising and Partnership Strategist

• Enjoyable reality: Be part of the founding group of an on the spot magnificence model unprecedented With a bunch of mates within the inventive business. In simply two years, fully bootstrapped and constructed from the bottom up, we expanded the model to retailers comparable to City Outfitters, PacSun, and World Market, with mixed DTC and wholesale gross sales of $1.5 million.
• Declare your declare to fame: We have helped manufacturers like The Atypical, CeraVe, TikTok Store, and Crocs obtain a mean 51% improve in gross sales inside six months by genuine viewers connections and absolutely built-in advertising campaigns.

Lesson 1: Good advertising lies on the intersection of seeing the forest and seeing the timber.

Wu approaches TikTok movies and vogue by the identical lens.

“Again then, I used to be a designer and a doer. Now, each time I see one thing, [whether it’s] advertising content material or clothesmy first response is:how did they make this? What instruments did they use? How did they minimize it? What angles did they use?“”

These questions had been very useful to her in advertising. She could be very detail-oriented and cares as a lot concerning the precise execution of selling as she does about high-level imaginative and prescient.

It is a lesson we are able to all study in 2026. Certain, slide decks and Zoom conferences are stuffed with buzzwords like: Omnichannel development There’s a time and a spot, however each leaders and ICs must take duty and perceive the nitty-gritty of selling.

As soon as you have outlined your general imaginative and prescient, it is price taking the time to ask second, third, and fourth stage questions that may enable you create robust advertising content material. Whether or not you’re main a marketing campaign or within the weeds; It’s essential pay as a lot consideration to tone, copy, and visuals as you do your basic message..

Lesson 2: Genuine group trumps follower rely.

Viewers dimension just isn’t as vital as viewers dimension curiosity that is proper.

Whereas working as a advertising director at a TikTok Store associate company, Wu as soon as earned $350,000 from an eight-hour livestream with creators. avery mills ( 90 day fiance alum).

Mills is roughly 500,000 TikTok followers. It was nothing to sneeze at, however the viewership was solely half that of one other influencer Wu labored with. Over 1 million followers — solely made $5,000 in 6 hours.

Mills might not have regarded like the most effective funding on paper, however he delivered a 70x return in comparison with higher-profile creators.

Mills was tasked with promoting fragrance bundles…to TikTok followers who had by no means had the possibility to promote them earlier than. odor Actual fragrance. Speak about a tricky promote.

Nonetheless, she was capable of acquire $350,000 in gross sales by interesting to her viewers’ pursuits and constructing a real reference to them.

Wu explains it this manner: “She knew what her viewers needed. Not everybody loves vanilla, identical to I personally do not need to use it. However… [Mills knew] Her viewers is into it. She is an efficient salesperson. ”

There are two classes right here. 1) Belief the small creators who’re partaking your viewers, relatively than simply chasing self-importance metrics, and a pair of) When you rent them, allow them to lead the present. They know their viewers higher than you do.

Lesson 3: Are you on a funds? Washington Sq. Park flyers are additionally efficient.

“I do know what it is prefer to work with a million-dollar funds. Like a vogue present, you possibly can have helicopters and automobiles come. However when you do not have that funds, there are a whole lot of free techniques.”

Wu as soon as requested individuals to position flyers round New York Metropolis telling individuals a few free contest being held in Washington Sq. Park. Individuals got here collectively, somebody hosted a contest, and we received a ton of free content material from it.

If in-person advertising occasions aren’t actually your factor, contemplate the next digital advertising efforts, that are largely free and low-budget.

• Publication (effectively, effectively)
• UGC marketing campaign
• TikTok movies
• Visitor look on business podcasts

”For small manufacturers, it is vital to create buzz inside your group. There are many issues you are able to do free of charge for advertising.. ”