Some brands are spending millions building influencer communities while others a
By Byoungsfl · November 6, 2026 · Curated by George's Blog
Some brands are spending millions building influencer communities while others are still debating whether TikTok is worth their time.
And I think there's an important lesson in that.
Look at the strategy Goli used to build awareness around its products.
They recruited creators to promote their gummies on TikTok.
But they didn't stop at traditional influencer partnerships.
They created performance based contests with major incentives.
We're talking about prizes like a Tesla and even a mansion in Miami Beach.
Those incentives gave creators a reason to keep producing content and driving sales.
But the part I find most interesting isn't the prizes.
It's the infrastructure behind the strategy.
When you're working with thousands of creators, you need systems.
You need to communicate with them consistently.
You need to track their sales and GMV.
You need to build trust.
And you need to create a community that people actually want to participate in.
That's what turns influencer marketing from a few sponsored videos into a more scalable customer acquisition strategy.
And here's where it becomes particularly relevant for Amazon sellers.
The demand generated on TikTok doesn't necessarily stay on TikTok.
Customers discover products through creators, become familiar with the brand, and may ultimately purchase on Amazon.
That's the halo effect.
I've discussed estimates of 30% to 50% additional Amazon sales relative to TikTok activity in certain situations, although the actual impact depends on the brand and how that effect is measured.
The bigger takeaway is that successful ecommerce brands should be thinking beyond individual platforms.
TikTok can generate awareness.
Amazon can capture existing purchase intent.
And retail distribution can create another opportunity for growth.
When those channels support one another, you're building something much bigger than a product listing.
That's the mindset we teach inside the Seller Systems Academy Incubator Program.
We're helping aspiring entrepreneurs think about how to create a brand, not just launch a product.
Learn more: https://lnkd.in/ex2_Crdw
If you were launching a consumer brand today, would you prioritize creator partnerships or traditional paid advertising?
#TikTokShop #AmazonFBA #InfluencerMarketing #EcommerceStrategy #BrandBuilding #Entrepreneurship