Jul 28, 2026 · 1 hr 2 min · 16 segments
“The new infomercial is TikTok shop.” Why did Ridge see 88% of its GMV Max lift happen outside of TikTok? Cody Plofker (CEO, Jones Road Beauty), Connor Rolain (Head of Growth, HexClad), and Connor…
Connor MacDonaldHost
Cody PlofkerHostConnor RolainHostMarketing Operators HostHostI've been having a lot of fun, um, go, do, kinda deep diving on TikTok Shop with various operators in the space.
I was hanging out with the, w-with Wyatt from Mary Ruth Organics a couple weeks ago in LA, and super sharp growth marketer.
But just, it's, it kinda blew my mind that we've, we've done like 40 or 50 live shopping experiences at Hexclad now in the last like six months, and it's, it's worked.
I mean, it's probably accounted for like, I don't know, a quarter of our TikTok Shop revenue, not that we're doing a ton of TikTok Shop revenue.
But it's just, there's a lot going on here, and it's just like a fun, new kinda white space in terms of growth marketing tactics, you know.
So Connor, I wanted to kinda turn it over to you and ask you a bunch of questions, 'cause you tweeted the other day, and I wanna read that tweet before we, before we get into all the questions I have.
So you tweeted on July 3rd, "We're closing in on our first seven-figure month on TikTok Shop, but most of the value from our affiliate program will not come from the shop revenue itself.
Our main focus is to generate ad content that performs well across other channels, and we're starting to see that happen.
Over the last 30 days, about 15% of our meta ad spend was behind creative made by our affiliates.
Interestingly, the softer metrics on our affiliate ads look significantly different despite having comparable ROAS.
It also lands in vertical video placements at 2X the rate and reaches a very different age demo than our non-affiliate ads." And then you have a little bit of a graph showing where all of your non-affiliate content is serving in terms of age and gender versus your affiliate, or maybe just age and then, um, your affiliate content.
So what the graph shows is that you clearly are getting a much younger audience, uh, consuming the affiliate content on TikTok Sh- from TikTok Shop compared to all your other, all your other, um, content on Meta.
I've been having a lot of fun, um, go, do, kinda deep diving on TikTok Shop with various operators in the space.
I was hanging out with the, w-with Wyatt from Mary Ruth Organics a couple weeks ago in LA, and super sharp growth marketer.
But just, it's, it kinda blew my mind that we've, we've done like 40 or 50 live shopping experiences at Hexclad now in the last like six months, and it's, it's worked.
I mean, it's probably accounted for like, I don't know, a quarter of our TikTok Shop revenue, not that we're doing a ton of TikTok Shop revenue.
But it's just, there's a lot going on here, and it's just like a fun, new kinda white space in terms of growth marketing tactics, you know.
So Connor, I wanted to kinda turn it over to you and ask you a bunch of questions, 'cause you tweeted the other day, and I wanna read that tweet before we, before we get into all the questions I have.
So you tweeted on July 3rd, "We're closing in on our first seven-figure month on TikTok Shop, but most of the value from our affiliate program will not come from the shop revenue itself.
Our main focus is to generate ad content that performs well across other channels, and we're starting to see that happen.
Over the last 30 days, about 15% of our meta ad spend was behind creative made by our affiliates.
Interestingly, the softer metrics on our affiliate ads look significantly different despite having comparable ROAS.
It also lands in vertical video placements at 2X the rate and reaches a very different age demo than our non-affiliate ads." And then you have a little bit of a graph showing where all of your non-affiliate content is serving in terms of age and gender versus your affiliate, or maybe just age and then, um, your affiliate content.
So what the graph shows is that you clearly are getting a much younger audience, uh, consuming the affiliate content on TikTok Sh- from TikTok Shop compared to all your other, all your other, um, content on Meta.
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