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For digital creators, TikTok Shop offers an opening to build a sales record around products that genuinely fit your audience. Follower count alone does not determine your value to a brand.

A Flywheel report using Reacher data, covered by Digiday, analyzed 1.5 million product samples. Only 14% of creators generated sales, highlighting the gap between receiving a product and selling it.

Treat each product as a series of tests.

Show it solving a problem, answer a common buying question, and demonstrate how you use it. Give each video a distinct purpose instead of repeating the same pitch.

The report found average sales per video of $7.19 for creators posting once, versus $74.07 for those posting 20 or more videos. Those figures describe observed performance, not guaranteed results or creator earnings.

Track which approaches generate purchases and whether commissions justify your production time. Use proven results to pursue repeat partnerships, flat fees, or performance bonuses alongside commissions.

Beauty brands are reassessing campaigns built around big names, mass gifting, and tagged posts. Hello Partner introduces its interviews with Benefit Cosmetics and Plot by emphasizing content quality, relevance, and watch time over audience size.

For creators, that suggests a more specific pitch: show how your content helps a particular audience understand a product, rather than relying on the size of your following.

A larger audience can still be valuable, but a focused pitch makes it easier for a brand to understand what you can deliver and who it will reach.

Growing on Instagram starts with giving people a clear reason to follow and a consistent reason to return. A useful account promise is something you can deliver repeatedly, even when individual posts perform unevenly.

A contributed guide from Bennett Digital, published by Los Gatan, recommends starting with your profile. Make your bio specific about who you help, then pin posts that demonstrate the value a new follower can expect.

Build your content around a few repeatable themes. A food creator might combine practical recipes, kitchen shortcuts, and behind-the-scenes experiments. Choose a schedule you can sustain and give each post a clear purpose.

Discovery is only the beginning.

Test short Reels and collaborations with creators whose audiences overlap with yours. Then make time for comments, Story replies, and relevant questions. Those conversations can reveal what people need and give you ideas for your next posts.

Review reach, saves, and follower growth together to identify patterns worth repeating. Build around the content that attracts the right people and keeps them involved. Treat growth as an ongoing process of testing and listening, rather than a guaranteed result from posting more.

What if I told you you could get paid to take calls?

I’ve partnered with software companies that pay qualified business owners, affiliates and creators to spend 30 minutes learning about their products. If you’re a digital creator running a business, there’s a good chance you’ll qualify for several of these opportunities.

Set aside a few hours, book the calls that interest you, and earn extra cash simply for showing up. I call it Uber Black money. All you have to do is take the call.

If you’re already taking calls with companies and evaluating new tools, this is a great way to get rewarded for it.

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👋 Happy Networking!

~ Brian F.

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