Last Friday, one of our clients sent its creator invites on 13 November. By the
By Paul Harvey · October 6, 2026 · Curated by George's Blog
Last Friday, one of our clients sent its creator invites on 13 November.
By the time Black Friday was over, 21 videos were live.
41 creators were still sitting on their samples.
Not the creators' fault. They get 100 to 200 brand DMs a day. Your product is one of 40 in their showcase. They film when they can.
That's the bit nobody tells you about Black Friday on TikTok Shop. The content runs on creator time, not yours. About four weeks from sample to video.
So here's the plan I'm giving every brand this year:
- October: push samples. Go wide. Hold the ad spend.
- Late October to early November: the content lands. Find the videos that sell.
- November: fewer samples, aggressive ads, paid UGC copies of your winners.
Black Friday is eight weeks out.
If you sent your samples this week, when would your first video go live?
#TikTokShop #BlackFriday #Ecommerce #AmazonSellers