A conversation I keep having with supplement founders: where do people find you
By Ted Gibson · July 16, 2026 · Curated by George's Blog
A conversation I keep having with supplement founders: where do people find you now, and where do they buy? For a growing share the answer is they find you on TikTok and buy you on Amazon, and the brands treating those as separate channels with separate teams are the ones struggling with both.
We've been working through this with a premium collagen brand. TikTok Shop sales were unprofitable, so the temptation was to cut TikTok entirely. Instead the shift was to stop asking TikTok to convert and let it do what it's actually good at, awareness, whilst making sure Amazon was ready to catch the demand. That meant rebuilding listings for someone arriving warm off a video, and moving spend toward the big non-branded terms (17k weekly searches for the head term, versus the 150-search niche variant the account had been bidding on).
Honestly, the only reason a small team can run both sides properly now is AI. It drafts the content variants, watches the search data, keeps the loop between what's trending on one platform and what's ranking on the other. The judgment, deciding TikTok's job is awareness and not revenue, came from a human who has watched the funnel play out before.
Full-funnel used to be something only big brands could afford to think about. That's probably the biggest thing that's changed.