Ashley Wright

Social Tale - TikTok Shop Agency

Turning Attention into Community, Transforming Community into ROI - Building Your TikTok Empire. We help your favorite brands scale on TikTok shop.

Founder

MentorPass

1:1 video mentoring sessions with the world’s most in-demand startup mentors.

Mentor

Smash Cactus Media

Captivate your audience with our meticulously crafted ad creatives that seamlessly blend creativity and strategy. Elevate your brand's message with content that leave a lasting impression and drive tangible results.

MediaCom

Paid Social Associate Director

Adidas Group / / /
Digital Strategy, Planning, Execution, Analysis, Client/ Team Management, Branding and eCommerce.

Paid Social Manager

Jellyfish

Paid Social Media Specialist

Chalk Global

Clients: UGG, Universal Music, Creed, French Connection, Swarovski

Digital Account Manager

Upbeat Agency

Facebook Ads Manager

Studiospares Ltd

Ecommerce Marketing Manager

Want to scale your brand to $100k+/mo with TikTok Shop?👋

TikTok Shop Partner scaling 7-9 figure brands on TikTok Shop

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Divi
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- PLIX

This success isn't just luck—it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Download my FREE TikTok Shop Workbook (DM me "Workbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

Most brands think the UK and the US behave the same on TikTok Shop.

They don’t.

And that misunderstanding is killing their growth.

UK brands are slower to adopt, slower to approve, and slower to scale.

Not because the platform is worse, but because the mindset is.

If you follow UK rules in a US-level opportunity, you lose.

Here is what actually separates the 2 markets right now:

US creators take TikTok Shop seriously,
UK creators treat it like a side quest.

US brands send 800 samples in a month,
UK brands debate 150 for three weeks.

US sellers build creator communities early,
UK sellers wait until they are “ready”.

US teams adopt Discord with no friction,
UK teams still think it is “too complicated”.

US brands commit real ad spend,
UK brands want proof before they invest.

US moves with speed,
UK moves with permission.

The platform is not what makes the difference, the behavior does.

We grew brands in both regions, and the gap is wider than most founders realise.

If you want the full UK vs US breakdown, comment “breakdown” and I’ll send it.

Helping 8+ Figure Brands Win on TikTok Shop | CEO of Social Tale | Speaker | Social Commerce Growth Expert | DM for growth, audits, or collabs

"Charge low until you prove yourself."

Worst advice I've ever heard in the agency space.

When you charge too low for pitching to bigger brands, they don't see the full value.

Then it's nearly impossible to raise your prices later.

You've locked yourself into low margins for years.

Maybe that's fine as a solo freelancer.

But when you want to grow, you're stuck.

Instead, charge what you believe you're worth.

Break down the components.

Show them exactly what they're getting for the cost.

Then let your delivery prove you were right.

This approach does something else, too.

It allows you to hire A-players from day one, instead of scrambling to find those who can "just get the job done."

Your pricing dictates your quality.
Your quality dictates your clients.
Your clients dictate your business.

Don't trap yourself at the bottom.

$165K in 7 days.

That's what one of our clients did in the first week of BFCM.

Everyone thinks BFCM is won in November.

It's not.

It's won in September.

BFCM on TikTok Shop isn't a sprint.

It's the finish line of a 90-day marathon.

The brands crushing it right now didn't start prepping last week.

They started in September when everyone else was sleeping.

Momentum takes time to build.

But when it hits, it compounds fast.

If you want your brand ready for Q1 (yes, Q1), DM me "2026" and I'll walk you through what to start doing today.

I’m excited to announce...

I’ll be taking the stage at Affiliate World in Bangkok

📍 Dates: December 3–4, 2025

My session: The Brutal Truth About What Actually Works on TikTok Shop 🚀

What you’ll learn:

✅ The “Reboot Campaign”
✅ Hidden Costs That Wreck TikTok Shop
✅ Why most brands fail on TikTok Shop (and how to fix it)

🔥 Why Affiliate World Conferences is a MUST-ATTEND:

• The #1 Performance Marketing Conference in the world
• 7,000+ attendees from 110+ countries 
• 35+ expert speakers (I’ll be one of them 👋🏾)
• 300+ exhibitors with the latest tools and tech
• Endless networking, learning, and fun with top marketers in the game

If you’re serious about scaling and want to stay ahead of where the industry’s headed…

You should be in the room.

I’ve got a few ticket discount links if you still haven’t grabbed yours yet

If you’re going, let me know so we can connect.

See you in Bangkok!

25 video hooks that drive TikTok Shop sales:

(Your next 7-figure month starts with the right hook)

1. POV: you just discovered a product that solves [daily problem]
2. Unboxing my [product category] haul from TikTok Shop
3. 5 must-haves under $50 that actually work
4. De-influencing [expensive product] (and what to buy instead)
5. POV: you're a [target customer persona] and this changed everything
6. My everyday essentials that are worth the hype
7. POV: this product just made your life 10x easier
8. You saw the [trending product] and now your cart is full
9. Things I didn't know I needed until TikTok showed me
10. This solves a problem you didn't know you had
11. [Product name] vs [cheaper alternative] - honest comparison
12. Watch me use this for a week straight (results)
13. POV: you finally bought the thing everyone's talking about
14. I tested viral products so you don't have to
15. This one thing replaced 5 products I used to buy
16. Before and after using [product] for 30 days
17. The [product] your FYP has been hiding from you
18. I was skeptical until I tried it myself
19. This is what [price point] gets you on TikTok Shop
20. POV: you stopped scrolling because this actually works
21. Showing my [partner/friend/mom] this viral product
22. I bought the dupe and here's what happened
23. The only [product category] you'll ever need
24. This did what [expensive brand] couldn't
25. POV: you're about to save this and forget to buy it

Bookmark this 🔖

I almost didn't post my first piece of content on LinkedIn.

I was worried about what people would think.

Friends from school. 
People I used to work with. 
Anyone who knew me before I started the agency.

I kept thinking:

“What are they going to think about this?”

In those first few posts, I was genuinely worried.

Rewrote it, then didn’t post it.

I was scared of the judgment.

But then I just said screw it and hit post.

And you know what happened?

I got over it really quickly.

Because I realized something important:

It doesn't really matter what they think.

The people who matter don't mind.

And the people who mind don't matter.

Once I understood that, everything changed.

I stopped worrying about old school friends scrolling past my posts.

I stopped caring if someone thought I was "too much" or "showing off."

I just focused on sharing what I know about TikTok Shop and helping brands 
scale.

And that's when things actually started moving.

If you're holding back from posting because you're worried about what people 
will think:

Just start.

You'll get over it faster than you think.

And the people who actually matter will support you.

Your first 3 seconds on TikTok Shop can break or make your product.

A high-converting video shows:

- The frustration (make them feel it)
- The product solving it (demo in action)
- A real person using it (not scripted)
- The transformation (satisfying result)

Brands that nail this formula are doing 6-7 figures on TikTok Shop.

Most brands think creating content that sells is a straight line.

Set a goal, create content, and make sales.

But here's what actually happens when you're building TikTok Shop content:

You set a goal to hit $100K on TikTok Shop.

1) You start reaching out to creators.

Half don't respond. The ones that do want samples.

2) You're learning what hooks actually work.

What you thought would convert doesn't.

3) You start doubting if TikTok Shop is even worth it.

Your first 20 videos get decent views but zero sales.

4) You're failing to get traction.

Competitors are posting similar products and crushing it.

5) You're practicing what works.

Different angles, Flash Sales.

6) You feel lost because nothing's consistent yet.

One video does $5K, the next 10 do nothing.

7) You're getting it.

You find 3 creators who actually move product.

They are not the easiest to work with, but when you find that 1% it’s all worth it.

8) Then you're struggling with a new problem.

Fulfillment can't keep up.

You're out of stock on your best SKU.

9) Finally, you achieve it.

Consistent daily sales.

A creator network that posts weekly.

Momentum that compounds.

The brands that win aren't the ones who avoid the mess.

They're the ones who push through it while everyone else quits.

And set the assigned budget for TikTok Shop for 12 months, not 3.

----

♻️ Repost, bookmark, or share with your network if you found this post helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

What content to create on TikTok Shop at each stage (to maximize sales):

TOFU (scrolling, not buying yet):

- product demos solving a specific problem
- “day in the life" content showing real use
- zero sales pitch in first 3 seconds
- hook focuses on the problem, not your brand
- soft CTAs like "wait for it" or "watch till the end"

These people aren't ready to buy today. 

Stop forcing the sale.

MOFU (considering it):

- comparison content (you vs alternatives)
- creator testimonials showing real results
- before/after transformations
- address objections directly (price, shipping, does it actually work)
- CTAs focus on "see it in action" or "check the reviews"

BOFU (ready to convert):

- product page tours showing exactly how to buy
- bundle breakdowns with clear pricing
- scarcity hooks ("only X left" or "sale ends tonight")
- creator codes and exclusive discounts
- Lives showing checkout process in real-time

Run cold traffic TOFU content. Retarget scrollers with MOFU. Convert warm audience with BOFU Lives and urgency posts.

Most brands push product links to cold traffic and wonder why their GMV is flat.

Everyone tells you to "take your time and don't rush."

Then you wonder why you're outperformed by your competitors and why they're taking your market share.

I've never agreed with this because I've always believed in the "just do it" approach like Nike.

You can fix things along the way.

But you can't fix momentum you never built.

When you're planning 3, 5, 10-year goals, ask yourself:

Why can't you condense that into one year?

The buffer you think you're creating is actually killing your business.

You want to be ahead of the herd.

Whether you're doing it right or wrong, you'll figure it out faster by moving.

Stop waiting for perfect.

Start building now.

One of our US beauty clients just cracked $100K in a single month.

$107K in GMV to be exact.

Up 15% from September.

1,828 orders.
2,515 items sold.
1,768 customers.

Most beauty brands think you need to go viral to hit six figures on TikTok Shop.

You don't.

You need consistent creator output and offers that convert.

This brand didn't have a single mega-viral moment in October.

Just steady volume.
Multiple creators posting daily.
Products that actually solve problems.

The algorithm rewards consistency.

If you're a brand stuck under $50K/month and want to break through to six figures, DM me "Scale" and I'll show you the exact framework we used here.

From award-winner to the top-selling body-care brand on TikTok Shop in 2024.

In late 2023, Maëlys, a premium body-care brand, entered a platform many assumed was built for cheap impulse buys.

By the end of 2024, they became the top-selling body-care brand on TikTok Shop, took home the 2025 Glossy Pop Award for Best Use of TikTok Shop, and ranked as a top-five earning Shop in the personal care category in Q1 2025.

During one campaign, they drove an 800 percent increase in total orders, with 87 percent of customers being first-time buyers.

Here’s how they pulled it off:

1. 𝗧𝗵𝗲𝘆 𝘄𝗲𝗮𝗽𝗼𝗻𝗶𝘇𝗲𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝘀

Most brands pay influencers for polished reviews.

Maëlys built a system around real women sharing their journeys.

They spotlighted creators documenting visible changes in stretch marks, loose skin, and other body-targeting concerns.

This wasn’t about curated aesthetics.

It was about proof, and proof converts.

2. 𝗧𝗵𝗲𝘆 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗹𝗶𝗸𝗲 𝗮 𝘁𝗲𝗰𝗵 𝗰𝗼𝗺𝗽𝗮𝗻𝘆

Instead of relying on standard affiliate commissions, they rolled out an incentive program with prizes valued at up to $275,000.

Top creators weren’t just earning revenue.

They were competing for a Ritz-Carlton yacht experience and luxury handbags.

This turned creators into true partners and unlocked high-quality content at scale.

3. 𝗧𝗵𝗲𝘆 𝗺𝗮𝘀𝘁𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗚𝗼𝗹𝗱𝗲𝗻 𝗧𝗿𝗶𝗮𝗻𝗴𝗹𝗲

Maëlys built a three-part system documented in TikTok’s official case study:

• Organic content for trust
• Paid media to scale winning creatives
• Creator partnerships for social proof

Organic content de-risked ad spend.

Ad spend amplified creator performance.

Together, they created a growth flywheel.

4. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺

Even while dominating TikTok, Maëlys expanded the moment offline.

They went live with a digital billboard in Times Square and ran a TikTok Shop-exclusive 30 percent discount to create urgency.

This wasn’t just a Shop strategy.

It was a full-funnel brand play.

---

Maëlys proved that premium, considered-purchase brands can win on TikTok Shop.

They understood that TikTok isn’t only a sales channel. It’s a community.

They didn’t sell body cream. They sold confidence.

And they built the system to scale it.

She went live on TikTok & made $2,000,000 in 1 day.

Meet Stormi Steele, founder of Canvas Beauty.

The woman who broke TikTok Shop’s Black Friday record.

Here’s how she did it (and how you can steal the playbook):

During Black Friday 2024, Stormi hosted a single TikTok LIVE that changed everything.

$2M+ in total sales. $1M in the first 2 hours.

TikTok's biggest LIVE shopping event ever, all from one stream.

Just her, the product, and people ready to buy.

The formula was simple:

Show, don't tell.

1. She demonstrated results live.
2. Answered questions as they came in.
3. Offered bundles you could only get right then.

Shopping stopped feeling like a chore and started feeling like an event.

But here's what most people miss:

Canvas Beauty didn't get lucky.
They built a creator ecosystem.

Beauty creators earned commissions promoting Canvas on their own LIVEs.

Exclusive bundles only existed inside the TikTok Shop.

Every stream felt like a show, not a sales pitch.

This tapped into what TikTok actually wants.

People don't want ads.

They want authentic experiences that feel personal and fun.

Canvas mastered selling without feeling like they were selling.

When Black Friday hit, the system was already running:

• Creators promoting.
• LIVEs scheduled.
• Bundles ready.

One viral LIVE turned into millions.

From 2022 to now, Canvas has gone from a small, self-funded brand to one of TikTok Shop's top sellers.

TikTok Shop isn't about hoping something goes viral.

It’s about:

• Building trust.
• Going live consistently.
• Making every stream an event.
• Leveraging creators who move product.

It works if you know how to apply it.

Stormi didn't wait for ads to work.

She made TikTok Shop her storefront, and crushed it.

One of our UK clients in the beauty niche affiliate sales did over £50K in GMV in October.

Up 29% from September.

We doubled down this month:

• 927 videos posted.
• 539 LIVE streams.

The brands winning right now are the ones that went all in on creator volume.

If you want to see this kind of MoM growth for your brand, DM me "TikTok Shop" and I'll walk you through the exact process we used here.

3 weeks until BFCM — and if your ad strategy isn’t ready, this is your 
MakeUGC V.2 crash plan.

======

Week 1 (Nov 1–7): Build Creative Momentum

Forget new shoots — focus on what you can control.

Use MakeUGC V.2 (Sora2 Pro, Veo3.1, Kling) to generate UGC ads fast.

Post 3–5 videos per day on your brand account.

AI ads take time to train the algorithm, so what you post now will peak right before BFCM.

Test everything:

→ Different hooks
→ Product angles
→ Emotional storylines

Let the AI agents analyze performance and identify your early winners automatically.

======

Week 2 (Nov 8–14): Double Down on Winners

By now, you’ll know what’s driving clicks and conversions.

Feed that data into the AI agents — they’ll brief MakeUGC automatically.

Veo3.1 will refine pacing, Kling adds realism, and Sora2 Pro builds cinematic versions of your best ads.

Start running paid campaigns behind your top creatives ($100–200/day each).

Bundle products and tease BFCM drops with suspense-driven videos.

======

Week 3 (Nov 15–21): Full Send Mode

Post 3–5 videos daily minimum.

Scale spend on the top 10% of creatives.

Run daily countdown lives or short urgency clips.

AI agents will handle trend adaptation, fresh hooks, and real-time testing — so you can focus on fulfillment and scaling.


You won’t build a 7-figure funnel in three weeks.

But you CAN build a profitable one — if you start executing now.

RT + comment “V2” and I’ll send you the full BFCM ad playbook.

(follow for dm)

Most brands build TikTok Shop bundles wrong.

They throw products together and hope it works.

Here's the bundle structure that actually converts:

𝟭) 𝗧𝗵𝗲 𝗛𝗲𝗿𝗼 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗕𝘂𝗻𝗱𝗹𝗲

Pick your best-selling product.

Add 2-3 complementary items that make sense together.

Not your entire catalog.

Example:

• Skincare brand: Serum + moisturizer + face roller
• Supplement brand: Main product + travel size + shaker bottle

People buy bundles when they see clear value, not when you're dumping random products together.

𝟮) 𝗧𝗵𝗲 𝗣𝗿𝗶𝗰𝗲 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲

Your bundle needs to feel like a deal without killing margins.

Here's what works:

• Individual products: $100 total
• Bundle price: $70-75
• 25-30% off is the sweet spot.
• Anything less feels weak.

Anything more kills your profit after TikTok fees and creator commissions.

𝟯) 𝗧𝗵𝗲 𝗖𝗼𝗺𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗛𝗼𝗼𝗸

This is what most brands miss.

Your bundle commission needs to be aggressive enough that creators want to push it.

30-40% minimum for BFCM bundles.

But would you rather do $10K at 40% margin or $100K at 20% margin?

𝟰) 𝗧𝗵𝗲 𝗘𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆 𝗔𝗻𝗴𝗹𝗲

Make it TikTok Shop exclusive.

Not available on your site.
Not available on Amazon.
Only inside TikTok Shop.

This gives creators something unique to talk about.

"You can only get this bundle here."

That's the angle that moves people from scrolling to buying.

𝟱) 𝗧𝗵𝗲 𝗨𝗿𝗴𝗲𝗻𝗰𝘆 𝗟𝗮𝘆𝗲𝗿

Limited quantity or limited time.

Pick one.

"Only 500 bundles available for BFCM." or "This bundle disappears November 30th."

Scarcity drives action.

Without it, people save your video and forget about it.

What NOT to do:

• Build 10 different bundles.
• Pick 1-2 hero bundles max.
• Include products nobody wants just to clear inventory.
• Set the commission too low.

If your bundles aren't built yet, build them now.

---

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

If I could talk to myself five years ago, I'd say one thing:

Just keep going.

It's going to happen eventually.

I followed Gary Vee from the early days.

"Keep going. Keep putting in the work."

My mentality was simple:

If I keep trying, I'll eventually get there.

Years later, Hormozi said the same thing:

"Just don't stop. If you don't stop, you'll find a way."

You might have to shift directions.
You might have to pivot.

But if you don't quit, you'll figure it out.

You're not out of the game until you decide you are.

The content you post this week will make or break your Black Friday.

Most brands think they can drop content on November 20th and watch the sales roll in.

They can't.

TikTok needs at least 30 days to build algorithm traction.

Content posted 30 days before a sale performs better than content dropped at the last minute.

The platform needs time to learn what converts.

By Black Friday, the algorithm already knows:

• Which videos drive purchases.
• Which creators move the product.
• Which hooks convert browsers into buyers.

This is what winning brands are doing right now:

• They're posting 1-2 times daily.
• Testing hooks.
• Testing offers.
• Testing creators.
• Building momentum.

When BFCM arrives, the algorithm knows exactly what to push.

If your content doesn't have 2-3 weeks of momentum behind it, you're invisible.

So start posting today.

By November 22nd, you'll have 3 weeks of data telling you exactly what works.

"I'm probably getting fired for this."

This hook works insanely well for Black Friday.

People love feeling like they're in on a secret.

When a creator posts your BFCM deal early with a "leaked codes" or "you didn't see this from me" angle, it doesn't feel like marketing.

It feels exclusive, like they're getting access to something they shouldn't have yet.

How to use this:

Give your top 3-5 creators early access to your BFCM bundles.

Tell them to post it with angles like:

• "I'm not supposed to show this yet, but..."
• "Black Friday deal leaked early."
• "Delete this before my brand partner sees it."
• "You didn't get this from me."

Try these and see your Black Friday sales explode.

I used to spend 70+ hours a month building decks and proposals.

Between client meetings, audits, and speaking gigs, I was drowning in slide design.

Then I started using Gamma's consultant prompts, and it's been a game-changer.

Now I'm delivering better work in a fraction of the time.

What makes it different from other tools?

Gamma studied 3.5 million presentations and built a library of 100+ optimized prompts specifically for consultants (plus sales, marketing, education, and more).

They follow a proven 30-word formula for clarity and visual storytelling, so every deck looks polished and professional without the manual work.

Now, I'm creating presentations in under an hour that used to take me a full day.

That's 85-90% time savings.

With 70 million users and 700K decks created daily, there's a reason Gamma works.

They've cracked the code on what makes presentations actually effective.

If you're still building slides from scratch, check this out: 

https://lnkd.in/emggCMRZ

#gammapartner

secret prompts

Flywheel (formerly eVouch)

Flywheel helps email marketers turn existing customers into their most powerful acquisition channel, not a single referral link or affiliate code.

Consumers don’t post referral links to Facebook anymore, they share stories, tag brands, and keep it real. Flywheel taps into that shift, prompting authentic UGC at key lifecycle moments, seamlessly tracked with zkTLS, no screenshots or links needed.

As sharing evolves, so will we. We're always building for how people actually connect

CEO and Founder

As Head of Growth, I built and scaled growth systems that turned acquisition and retention into a repeatable, productized engine. From structured creative testing in paid media to systemized influencer strategies, I focused on making growth scalable and systematic across both B2C and B2B.

I ran hundreds of experiments, from leveraging university club interns as ambassadors to strategically buying ads on Tinder, automating cold outreach via personal Instagram profiles, and mass engaging with restaurant videos to boost TikTok visibility. We even hijacked Zomato reviews and partnered with Uber Eats drivers to drive viral acquisition.

The result? 1,500% MAU growth (from 1,000 to 15,000+) by continuously testing, iterating, and embedding growth loops directly into the product.

On the B2B side I lead a team of 3 to scale our restaurant marketplace from 15 to 200 in 1 year.

Head of Growth

As eVouch’s first hire, I built the restaurant sales process from the ground up, creating a system that onboarded our first restaurants and drove growth across Auckland. I led a team of three sales representatives, managing outreach, acquisition, and client relationships.

To improve retention, I developed an account management system that reduced churn by 35% and transitioned the sales process to HubSpot to streamline operations and improve tracking.

Sales Manager

One to Many

I write One to Many, a no-BS newsletter delivering high-ROI growth hacks in under 5 minutes each week. Each edition features an actionable strategy designed to inspire bold, outside-the-box marketing moves.

HMU if you have a cool story to share

Writer

I’m Alonzo Nieves, a Gen-Z founder who scaled a restaurant marketplace from 0 to 20,000 MAU in 6 months and personally walked into and sold over 200 restaurants in my city. I saw firsthand how powerful word-of-mouth can be for sales — and how tough it is to scale. That’s why we built Flywheel.

Flywheel turns your entire lifecycle, from email to loyalty into a growth engine. Customers share at key moments, and it’s all tracked seamlessly without referral codes or affiliate links. Organic, on-brand, and built to scale. 🚀

Alonzo Nieves

𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗺𝘆 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 𝘄𝗮𝘀 𝗯𝗿𝗼𝗸𝗲𝗻 𝘁𝗵𝗶𝘀 𝗺𝗼𝗿𝗻𝗶𝗻𝗴. 𝗢𝗹𝗶𝘃𝗶𝗮 𝗗𝗲𝗮𝗻'𝘀 𝗲𝗻𝘁𝗶𝗿𝗲 𝗽𝗿𝗼𝗳𝗶𝗹𝗲? 𝗣𝗶𝗻𝗸.

Thought it was a glitch.

Nope.

Why?

Olivia Dean won Instagram’s 2025 Rings Award and the reward? Her profile is pink.

Turns out, this wasn't some filter hack; she earned it by winning Instagram's 2025 Rings Award. They picked 25 creators who "shift culture" with bold moves. The perks? Custom profile color of her choice, a shiny gold ring on her stories, and a "Rings winner 2025" bio tag. 

This reminds me of the Billie Eilish moment when she added everyone to her Close Friends list. Everyone thought they were in on the secret. And they clicked.

this feels like Instagram soft-launching 𝗧𝘂𝗺𝗯𝗹𝗿-𝗲𝗿𝗮 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻. Not full chaos, just a bit more personal identity as a feature. If Olivia’s pink profile lands well, expect micro-themes, earned badges, and “mood” toggles to trickle into the product.

Scaling Word of Mouth for DTC Brands | CEO @ Flywheel - prev eVouch

Accidentally hit 9M views on TikTok this week and the data is kind of fascinating

Posted a video of two ducklings hopping across lily pads. No strategy, just thought it was cute. Woke up to my phone absolutely losing its mind.

9.1M views 
2.1M likes 
459K shares

𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁'𝘀 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗶𝗻𝗴:
That share rate is insane - we're talking 5%. Most viral content doesn't crack 1-2%.

And when I looked at the comments? Almost every single one was people tagging their best friend, their girlfriend, their boyfriend, their homegirl. "Us fr" "this is so us" "me and you"

Two ducklings = instant relatability trigger. People saw themselves in it? maybe?

𝗠𝘆 𝗵𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀:
The virality wasn't driven by watch time (average was only 5s on a 9s video). It was driven by shareability. The "I need to send this to someone" impulse.
Cute + relatable + simple = people spam tagging their people.

Not sure if I'm gonna lean into making "tag your bestie" content or whatever. Might experiment with it and I'm not saying I'm pivoting to become a duckling influencer (but the offers are kinda rolling in 🦆).

Anyway, back to building. But also keeping my eyes open for these random moments that just hit different.

If anyone's keen to see the video I can chuck it in the comments!

𝗚𝗼𝗹𝗳 𝗰𝗼𝗺𝗲𝗯𝗮𝗰𝗸 𝘀𝗲𝗮𝘀𝗼𝗻?

Played in a tournament yesterday sponsored by the New Zealand Philippines Business Council (shoutout Paul Familara for the invite).

Haven't touched clubs in a while but honestly? Felt good to be back out there and get the W.

The entry fees go to a good cause which makes it even better. 

If anyone in the network wants to join next time, hit me up. Always down to get more people involved.

Netflix found a way to launch games to 260M subscribers with zero downloads and zero CAC here's how 👇

It started with a LEGO game and a QR code on my TV.

I’m on the couch with my girlfriend, Netflix open. A QR code pops up. We both scan it. Our phones instantly become controllers for Lego Party.

No App Store. No download. No signup. Just 𝘴𝘤𝘢𝘯 𝘢𝘯𝘥 𝘱𝘭𝘢𝘺.

Instead of sending people out to random licensed mobile games, Netflix can now:
• Host games inside their own ecosystem
• Plug them straight into 260M existing subscribers
• Keep you bouncing between watching and playing in one place
  
Whether a partner studio builds the game or not almost doesn’t matter. The 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘀𝘁𝗮𝘆 𝗶𝗻-𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺.

Now imagine this pattern at scale:
New show drops → Netflix features a simple party game for it → people play on the couch with friends → they talk about it more → they watch more → they stay subscribed longer.

Execution is still a bit janky (our controllers kept disconnecting). But strategically, it’s a clean play:
• Own the IP
• Own the distribution
• Own the experience
  
And only then worry about how deep the games go.

If they keep pushing this, “new show night” and “game night” stop being two separate ideas.

They become one default behaviour… for 260M people, inside one product.

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The Battle

Ashley Wright

Alonzo Nieves

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ashley Wright's LinkedIn Performance

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