YouTube is not an effective primary direct sales driver for niche brands
Oren (Oren Meets World) · Learn how to win on the internet in 28 min [tiktok shop, trends, building cult brands] · Sep 18, 2024 · at 25:17
Creative director Oren John discusses direct e-commerce product sales on social video platforms with podcast host Greg Isenberg.
0:00 / 0:12exact quote · 12.5s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“So if you are a niche product, you have less of a chance of reaching your audience there, but you have a product with wide appeal and you have a viral format, you have a lot of opportunity for success. But I still don't think of that as a YouTube, YouTube as a primary sales driver for most businesses.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Oren (Oren Meets World)
Goli offers Rolexes, Lamborghinis, and Miami condos to top TikTok Shop affiliates
“Their incentive package for affiliates going into Q four is insane. Well, I mean, my incentive package is basically if you generate enough GMV, like the market value of sales there, it's like Rolex, Lamborghini, a condo in Miami, night at Amangiri. Like that's…”
Oren John: Utility drives internet sharing more effectively than coolness
“The IP angle is a great angle, but I think the utility angle is still the best angle to take for anything that's going on the internet, right? Because people are more likely to save and share something with utility than they think is cool because we were so in…”
Oren John: Niche fragrance startups must sell chemical utility like pheromones
“I think, you know, if you really want to make something in that niche, and you don't have the infinite marketing budget, apparently Creed has, then you have to go back to a good old fashioned chemical utility. Whether it works or not.”
Oren John: TikTok Shop success requires scaling a creator affiliate network
“So, so TikTok shop is a scale game. This is the thing that breaks most CMO's brains right now is everyone back to our comment about one TikTok account, whatever they started off the account with is that is TikTok is a game of affiliates, right? So basically ot…”
Oren John: Big brands pay 50-100 TikTok creators $1.5k–$2.5k monthly retainers
“Bigger brands will build this up to 50 creators, hundred creators. They are thirsting for creators to be able to do this because it's a lucrative system. For that 1525 hundred bucks a month, they make, let's say, 15 to 20 videos, you know, sometimes more that …”
Apps like AirBuds treat content-market fit as equal to product-market fit
“The software that said, hey, content market fit is as important as product market fit, but they're using 50 creators. Like, I think AirBuds definitely has 50. You know, Gigi has four or five accounts, maybe two or three creators, but even like Ladder has like …”