In this session of Thanks for Holding, we hosted a LinkedIn Live with Cam Martinez, Head of TikTok Shop at Social Commerce Club, who shared practical, real-world insights on how consumer brands are scaling revenue and brand trust through TikTok Shop. Drawing from his work with both creators and brands inside the TikTok Shop ecosystem, the conversation focused on how to approach social commerce as a long-term growth channel, not a one-off viral experiment.

Rather than framing TikTok Shop as a shortcut to quick wins, the discussion centered on creator-led distribution, repeatable strategy, and the compounding brand impact of the Halo Effect.

Why most brands misunderstand TikTok Shop

Cam explained that many brands struggle on TikTok Shop because they approach it with the wrong expectations. They treat it like traditional influencer marketing or paid ads, expecting immediate, predictable returns.

Early attempts often fall short when:

• Brands over-prioritize virality
• Creators are tightly scripted or over-managed
• TikTok Shop is treated as a side experiment
• Operational readiness is overlooked

Brands that succeed reframe TikTok Shop as a creator-powered sales channel that requires systems, patience, and iteration.

Creators are the distribution engine

A core theme throughout the conversation was that creators, not brands, are the true drivers of success on TikTok Shop.

High-performing brands focus on:

• Recruiting many small-to-mid creators instead of a few large ones
• Using commission-based incentives aligned with performance
• Allowing creators to speak in their own voice
• Enabling fast experimentation across content angles

Instead of asking “Which influencer should represent us?”, winning brands ask “How do we empower creators to sell at scale?”

Strategy over virality

Cam emphasized that virality is unpredictable and not a reliable growth strategy.

Brands that scale on TikTok Shop prioritize:

• Consistent creator output
• Clear product positioning
• Momentum through volume
• Learning from patterns, not individual posts

TikTok’s algorithm rewards sustained activity and engagement, not perfection. Momentum compounds when brands commit to steady execution rather than chasing breakout moments.

The Halo Effect and long-term brand lift

One of the most important insights from the session was the role of the Halo Effect.

TikTok Shop doesn’t just generate in-app sales, it increases brand familiarity and trust across the entire customer journey. Even when users don’t convert immediately, repeated exposure through creators drives:

• Higher conversion rates on DTC websites
• Improved performance on paid ads
• Increased trust on marketplaces like Amazon
• Stronger brand recall over time

Creators create ambient credibility that extends far beyond a single transaction.

Common mistakes brands make when launching

Cam highlighted several recurring pitfalls that slow or stop progress on TikTok Shop:

• Expecting instant ROI without a testing phase
• Over-controlling creator messaging
• Scaling before operational foundations are ready
• Treating TikTok Shop as a campaign instead of a channel

These mistakes often lead brands to abandon the platform prematurely, missing its compounding upside.

What’s working right now in social commerce

Based on what Cam is seeing across the ecosystem, brands winning on TikTok Shop tend to:

• Sell products that are easy to demonstrate visually
• Move quickly on creator feedback
• Build repeatable creator onboarding systems
• Think in terms of weeks and months, not days

Live shopping, creator volume, and rapid iteration are becoming increasingly important drivers of scale.

Final takeaways

TikTok Shop success isn’t about luck, it’s about leverage.

As Cam shared, the brands that win:

• Treat creators as partners, not placements
• Build systems instead of chasing tactics
• Use TikTok Shop as both a revenue channel and a trust amplifier
• Commit to consistent execution over time

When approached correctly, TikTok Shop becomes more than a sales feature, it becomes a durable growth engine.

A big thank you to Cam Martinez for sharing his insights, and to everyone who joined us live.

Spotify link here.