Ryan Rouse

MALK Organics

President

Self Employed

Growth Advisor

HighKey 

Chief Executive Officer (acquired)

Board Member

Chief Marketing & Ecommerce Officer

Tasseo Consumer Ecosystem

Operating Partner

Serenity Kids

Head of Growth

Factor_

Co-Founder (Acquired by Hello Fresh)

Chief Marketing Officer

Chief Operating Officer

Merrill Lynch

Vice President of Sales

Growth advisor to consumer businesses with a focus on every line of the P&L | Previously, Co-Founder at Factor Meals (acquired), CEO at Highkey

Growth-minded CPG leader with deep experience across finance, brand building, and operational leadership.

After more than a decade in finance—culminating in an eight-year tenure at Merrill Lynch—I co-founded Factor_, a ready-to-eat meal delivery company that went on to be acquired by HelloFresh for $277M in 2020.

I joined HighKey Snacks as Chief Marketing Officer and later CEO, guiding the low-sugar snack brand through rapid expansion and an acquisition in 2024.

I'm currently the President of MALK Organics, a fast-growing, near nine-figure brand redefining the plant-based milk category with its commitment to clean, organic ingredients and uncompromising quality.

And I write a newsletter about what it really takes to grow—your company, your mindset, your tolerance for chaos:
​
​• The unfiltered truth about building a brand
• Why “strategy” isn’t always strategic
• What to do when everything feels on fire
• Mindset shifts that keep you sane(ish)​
• Founder mistakes, market moves, and lessons I’m still learning​
​
​Part playbook, part perspective shift.
For anyone trying to grow something—and keep their head on straight.

Sign up using the link here (or below my profile pic above): https://ryanrouse.me/

Vice President | Partner

Data driven investors in early stage consumer brands. 

I don't know a single truly successful person with a scarcity mindset.

Not one.

The ones who make it big? They're cheering everyone on, even their competitors. 

Sounds backwards. 

But the pie's not fixed. When the category grows, everyone grows. So their success doesn't shrink yours.

And when you operate from that place, you stop playing defense and start playing offense.

That's when you really win.


~~~~~~~~~~~~~

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Never Been on a Forbes List | President at MALK Organics | Daddy at Rouse House | Previously: Co-Founder & CMO at Factor_, CEO at Highkey

The most expensive person in your company isn't your highest-paid employee.

It's the one who loses their shit when things don't go their way.

The person who stays calm when shit hits the fan doesn't just solve problems faster.

They become the anchor everyone else holds onto.

When you're the one not freaking out, something magical happens.

People think clearer around you.
They bring solutions instead of panic.
They match your energy, not your emotions.

Being offended is a choice.
Getting emotional is a choice.
Losing your cool is a choice.

And every time you make that choice, you're choosing to make your team weaker.

The competitive advantage isn't in being right when everyone's wrong.

It's in being calm when everyone's not.

Because emotions are contagious.

Choose which ones you're spreading.


~~~~~~~~~~~~~

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Everyone thinks they're ready for their boss's job.

Until they get promoted.

And realize the job they thought they understood was maybe 30% of it.

The other 70%? 

Managing up while managing down.
Making decisions with incomplete data.
Taking heat for choices they didn't make.
Navigating politics they didn't know existed.

As well as the additional context. 

Board dynamics.
Investor relationships.
Internal politics.
Historical baggage.

All the shit you can't see from one level down.

Instead of assuming you know the role, assume you don't and seek to understand. 

Ask questions.
- Why'd you phrase it that way?
- What aren't you saying in this email?
- Who are you really managing here?

Not just in meetings - in the prep. In the follow-ups. In the calls that "weren't important enough to mention."

The real education isn't in the meetings you're invited to.

It's in the ones you're not.

Want that next role? Stop assuming you're ready for it.

Start learning what it actually is.

Because the gap between where you are and where you want to be isn't about skills.

It's about context you don't have yet.

And, likely, soft skills you need to refine. 

Get curious about what you can't see.

That's how you get ready.

Not by waiting.

By studying.


~~~~~~~~~~~~~

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Stop trying to motivate people.

You can't.

I wasted years at Factor_ thinking I could inspire people to care about our mission. Gave passionate speeches. Shared the vision until I was blue in the face.

Know what I learned?

Everyone's already motivated. Just not by what you think.

So your job isn't to motivate them.

It's to figure out what already drives them.

Then connect the dots.

I thought I was a shitty motivator at Factor_.

Turns out I was just a shitty listener.

Once I started asking "What matters to you?" instead of assuming everyone wanted what I wanted?

Everything changed.

People started crushing goals. Not because I motivated them.

Because I finally understood what motivated them.

And showed them how to get it.

Stop pushing your agenda.

Start pulling theirs.



~~~~~~~~~

If you liked this post, you'll love my emails. No BS observations and advice from 12+ years in the trenches building brands. 

Link in the comments 👇

The best deals happen when you're willing to lose them.

The best partnerships form when you're not desperate for them.

The best opportunities find you when you're not frantically searching.

I can't explain the mechanics of it.

But I've lived it.

The tighter you squeeze, the less you hold.

The more you relax, the more flows to you.

Sounds backwards.

Works forwards.

The difference between good leaders and great ones?

Good leaders hit their numbers.

Great leaders make everyone believe they can hit theirs.

Leadership isn't about being the hero of your own story.

It's about making everyone else the hero of theirs.

Your job isn't to cross the finish line first.

It's to make sure everyone believes they belong in the race.

Don't create followers.

Create more leaders.

Do it by making every single person feel like they're writing the story, not just reading it.

Your victories should feel like their victories.

Because they are.


~~~~~~~~~~~~~

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Nobody wants your advice.

They want to know what you did when you were in their shoes.

Huge difference. Took me years to learn it.

When I was at Merrill Lynch, an employee came to me. Struggling with a toxic coworker. Asked what to do.

I launched into this whole speech about "professional communication" and "setting boundaries."

Watched their eyes glaze over.

Know why?

Because I was talking like a management textbook. Not like someone who'd actually been there.

So I stopped. Started over.

"Had the same thing happen to me years ago. Guy constantly undermined me in meetings. Here's what I did: Started documenting everything. Every interaction. Every slight. Not to be petty - to see the pattern. After two weeks, I realized he only did it when the CEO was around. Insecurity. So I started praising his ideas publicly before meetings. Killed him with recognition. Stopped within a month."

Their whole posture changed.

Not because my story was brilliant.

Because it was real.

When someone asks for advice, they're not asking for wisdom.

They're asking for proof that someone survived what they're facing.

Your theoretical framework means nothing.
Your "5 steps to success" means nothing.
Your generic best practices mean nothing.

But that time you royally screwed up a product launch and recovered?
That matters.

That time you had to resolve an issue with your co-founder?
That matters.

That time you lost your biggest client and rebuilt?
That matters.

Stop playing guru.

Start sharing scars.

People don't need another expert.

They need someone who's been in the mud and made it out.

Next time someone asks for advice, skip the lecture.

Tell them about the time you faced the same shit.

What you tried. What failed. What finally worked.

That's the only advice worth giving.

Everything else is just noise.


~~~~~~~~~~~~~

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Stop writing novels before you get to the point.

• Slack messages with 2 paragraphs of context before asking if you can move a meeting.
• Emails that bury the budget approval request in paragraph 4.
• A "quick update" that takes 5 minutes to find the actual update.

You think you're being thorough. But you're burying the lead. 

Every second someone spends hunting for your point increases the chances that they miss it. 

Always. Lead. With. The. Ask. 

"Need budget approval for X. Details below."

"Meeting conflict - can we move to 3pm? Here's why..."

"Update: We're 2 weeks behind. Here's what happened..."

When you do that, speed of decision making increases.

People actually read the context because they know why they are reading it. 

Your high school English teacher was wrong.

Don't build to the conclusion. Start with it.

Don't provide context first. Give them the point, then explain.

People aren't reading your messages like novels. They're scanning for what you need.

Make it easy for them.

Or watch them start ignoring you.

I've never met a successful founder who was in a hurry to be happy.

But I've met plenty who were in a hurry to be successful.

And most were miserable.

Here's the thing about hurrying... 

Every time you rush through now to get to later, you're telling yourself this moment doesn't count.

That happiness is waiting for you somewhere else.

Spoiler: It's not.

The disease isn't being busy.

The disease is believing that busy gets you somewhere better than here.

Your next meeting isn't more important than this moment.
Your next milestone won't make you happier than you can be right now.
Your future success won't fix your current inability to be present.

Happiness isn't waiting at your next revenue or income threshold. Or an exit. 

It's sitting right here. Right now.

Even if here isn't where you thought you'd be.

Especially if it isn't.


~~~~~~~~~~~~~

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One of the biggest turning points in an early stage business is when you stop thinking it's cute that the business "flies by the seat of its pants."

And start realizing that it's limiting growth.

"We're scrappy."
"We move fast."
"We figure it out as we go."

All code for: We don't have our shit together.

And it works. Until it doesn't.

Process is not about control. It's about freedom.

Freedom from:
- Solving the same problem 47 times
- Having every decision escalate to you
- Losing your best people to preventable burnout
- Watching quality tank because "everyone does it differently"

There's a fine line between startup energy and startup chaos.

But one you have to be on the lookout for. 

Because chaos doesn't scale.

Doing things that are hard will change how you see yourself.

They don't just build skills. They rebuild identity.

When you do the shit that scares you, you stop being the person who's scared of it.

When you tackle what you suck at, you stop being the person who sucks at it.

Each hard thing I've tackled in business changed the story I tell myself.

From "I'm not a numbers guy" to "I can figure this out."

From "I don't do operations" to "I'll handle it."

From "That's not my strength" to "Not yet."

The hard things you're avoiding?

They're not obstacles.

They're identity upgrades waiting to happen.

You think you know who you are.

But you're just who you've been so far.

Do the hard thing.

Meet who you could be.

This is cliche as hell. 

It's also true.


~~~~~~~~~~~~

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There are two types of people at startups.

The ones waiting for their manager to tell them what to do.

And the ones who've already done it.

Take two employees side by side. 
Same title. 
Same experience. 
Completely different trajectories.

One keeps asking "What should I work on next?"

The other is already shipping solutions to problems nobody had assigned yet.

Guess which one has a steeper trajectory?

At early stage companies, your task list is a suggestion.

The real work? It's everything that's not on it yet.

The stuff nobody's noticed is broken.
The process that takes 10 steps but could take 2.
The customer complaint that "isn't your department."

Everyone's busy at startups. That's not special.

What's special is being busy with the right shit.

The ones who wait for permission to level up never do.
The ones who just start fixing things become indispensable.

I used to think initiative was about working harder.

Wrong.

It's about working on what matters before someone tells you it matters.

Your boss isn't your career GPS.

Stop waiting for directions.

Start building the map.


~~~~~~~~~~~~~

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The biggest sales job you'll ever make isn't to your customers.

It's to yourself.

Because it's the stories in your head determine the stories you tell the world.

If you're telling yourself you're an imposter, that's exactly what you'll project in every meeting.

If you're telling yourself you're not a "numbers person," guess what? You won't be.

If you're telling yourself you need one more certification, one more mentor, one more anything before you're ready...

You're right. You'll never be ready.

Because readiness isn't something you acquire.

It's something you decide.

The most successful people I know aren't the ones with the best credentials or the smoothest pitch.

They're the ones who changed their internal narrative first.

From "I'm figuring it out" to "I know my shit."
From "I hope this works" to "Watch me make this work."
From "I'm not that type of person" to "I'm becoming that type of person right now."

Your business can only grow as fast as your self-concept allows.

Change the story. Change everything.


~~~~~~~~~~~~~

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When emotions run high, intellect runs low.

Your IQ literally drops when you're heated. The part of your brain that handles logic? It checks out. 

Leaves you with the part that wants to fight or flee.

That's when we make our worst decisions.

Break trust with a team member.
Send the relationship-ending text.
Make the deal-killing move.

Now when I feel that heat rising, I do nothing.

No emails. No calls. No Slack messages. No decisions.

Just breathe. Stand up. Walk away.

The problem will still be there in the morning.

But I'll have my full brain back to solve it.

Because I now know that the most expensive words are the ones you say when you're emotional.

In those times, the most powerful thing you can do is absolutely nothing.

At least not until tomorrow.


~~~~~~~~~~~~~

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You can't be friends with people who work for you. 

I don't buy into this philosophy. 

I think you can. And believe it can an advantage in leadership. 

You just have to be willing to piss off your friends (who are also team members) more often then you do with people who are just friends.

We all want to be in good standing with our friends at all times. There's a weight that comes with being in conflict with people we care about that we'd rather not carry. 

But if you are going to be friends with people you lead, you have to get comfortable with that weight. 

Because you won't be in good standing with them all the time. 

Not if you're doing it right.

The best operators aren't the ones who can take the most punishment.

They're the ones who refuse to.

I used to pride myself on being the guy who could handle anything. Any timeline. Any ask. Any amount of chaos.

Until I realized I wasn't scaling the business.

I was enabling its dysfunction.

Real scaling happens when you make heroes unnecessary.

When you build processes that work without someone sacrificing their weekends.
When you invest in infrastructure before you're drowning.
When you say "this timeline isn't realistic" instead of "I'll figure it out."

Being irreplaceable isn't job security.

It's a trap.

The constraint of limited capital forces clarity.

When you can't throw money at problems, you have to actually solve them.

When you can't hire your way out, you have to execute your way through.

When every dollar matters, bullshit dies fast.

But at some point that constraint is a net negative on the business.

Because the "bootstrappers mindset" is established but company growth is stunted by a lack of cash.

When you can't invest in proper infrastructure, you pay in time.
When you can't hire the right people, you pay in mistakes.
When you can't test at scale, you pay in missed opportunities.

This is why experienced operators raise money differently. 

Not because they're greedy. Because they've lived through the hidden cost of being too lean.

They know when to be scrappy and when to invest.
They know which constraints sharpen you and which ones slow you down.
They know that sometimes the most expensive thing is being cheap.

Investors get this. That's why experienced operators raise bigger rounds sooner and often times operate in the red for longer.

Not because they have better pitch decks.

Because they've already paid the tuition on when capital constraint stops being an asset and starts being a liability.

The impact of your ability to connect with other human beings cannot be understated.

That skill alone unlocks more opportunities than everything else combined. 

This has nothing to do with the number of social media followers you have. Follower count is a terrible measure of the skill. 

I'm talking about your ability to find common ground with other people below all the surface level shit.

Which lives and dies with how early in a conversation you're willing to take off your mask and be honest about things. 

When I am real with people, I can literally see their face and body relax.  

The type of relief that only comes with the realization that you're in a conversation with someone you don't have to fake it with. 

Because faking it is exhausting.

~~~~~~~~~~~~~

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When it comes to brand, positioning matters the most.

There are many positioning frameworks out there. 

I personally like one from McKinsey consultant Victor Cheng.

Cheng says that the best positioning makes a “Unique Compelling Credible Promise to a potential buyer”.


1. Your promise must be unique. 

The first step in winning a customer is being unique in a field of sameness. 

To achieve uniqueness, riff on the Who / What / Where / Why / When / How of your offering:

- Who do you serve?
- What do you offer?
- Where are your sales happening?
- Why do you do what you do?
- When do you fulfill?
- How do you do what you do?

All can be unique and differentiators in the market relative to your competition.


2. Your promise must be compelling.

Whatever you are promising has to solve a customer problem in an overwhelmingly compelling way. 

Review your customer feedback. What are their searing problems? 

Not their surface level problems.

Do they want to be healthier? (Surface level)

Or are they disgusted by how they feel and can't play with their kids because they are low on energy. (Searing problem)

Make your promise compelling. Address the searing problem head-on. 

Use the language your customers use. Mirror your solution back at them. 

Take this approach in all your sales copy, your ads, and your site.


3. Your promise must be credible. 

A unique and compelling offer means nothing if your potential customer doesn't believe you. 

It is asking a lot for a brand-spanking new visitor to take out her credit card and buy from you on the first visit to your site. 

This lack-of-trust is a big reason why conversion rates are so low.

You have to build credibility around your brand, fast. Here are some ways to do it:

- Customer testimonials
- Specificity
- Guarantees
- Research reports / Trials

Credibility is king. Without it, the first two don’t go very far.


You're gonna have a really tough time building and scaling a business without solid positioning. 

I love the approach above, but there are others. 

Pick one and do the thinking involved to carve out your own positioning. 

Every other aspect of running your business will become easier.

Action is the great equalizer.

It doesn’t care about your background, where you went to school, or how old you are. 

While everyone has things they want to do, significantly fewer people take action on them. 

Which presents an opportunity for those who do. 

Here's a simple formula for taking action on something new:

1/  Determine what the absolute smallest first step you can take looks like. 

2/  Take that step.

That’s it.

That one baby step will do a few important things for you. 

First, it will reveal the next step. There’s value in mapping out a step by step plan, but the step you actually take is the only thing will bring the next one into focus.

It will also help you decide if you want to take the next step. You don't have to.

Lastly, it will build momentum and internal belief. 

There’s nothing more powerful in the universe than the combination of these two things. 

This works for everything from a new business idea to a new hobby. 

Taking action, as imperfect as it may be, wins every time.

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
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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!

🚀 We’re Hiring: TikTok Shop Strategist 🚀

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Tag someone who fits this 👇

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

The first TikTok Shop win I'll never forget.

Early days, we were grinding through maybe 10 to 20 creator DMs every single day.

No automation, just us manually reaching out and following up with anyone who seemed like a fit.

We'd ship samples.
Creators would post.
Most of it went nowhere.

Then one night, a client's entire inventory sold out.

Just from a handful of posts that happened to hit at the right moment.

That's when something shifted for me.

This wasn't just another place to list products.

TikTok Shop was going to completely change how brands could scale.

The lesson hit me hard that night, because you don't actually need thousands of creators to see real impact.

You need the right handful.

With an offer that genuinely converts.

Posted when the timing and momentum are there.

That first sellout showed me what was actually possible if you got the pieces right.

Now we're running versions of this playbook every day for brands doing 7 figures and beyond.

But I still think about that first night sometimes.

When it all suddenly clicked and made sense.

£4.5M built on rejection and rosemary oil.

In January 2025, Lucie Macleod pitched Hair Syrup on Dragon's Den.

She asked for £190K for 3% equity.

All six Dragons passed.

One made an offer so awkward that the others called it out before he walked it back.

She walked out empty-handed.

Then things got interesting.

Sales spiked 66% after the episode.

70,000 new followers flooded in.

Her profile hit 22 million views.

Her content about the rejection went viral everywhere.

She changed her bio to:

"Rejected by the Dragons, LOVED by TikTok."

She was already crushing it.

TikTok Shop was already driving half her revenue before she ever walked into that room.

Here's how she built it:

1) She weaponized the rejection

Most founders would've quietly moved on.

She did the opposite and leaned straight into it.

The "underdog rejected by wealthy investors" story hit perfectly with TikTok's audience.

They care about authenticity, not polish.

That rejection became her best marketing asset.

2) She cracked the live commerce code

One 10-hour live session.

1,900 orders processed.

Not views or likes, but actual sales.

She figured out how to turn marathon streams into a repeatable system.

Daily lives with real-time demos and genuine conversations that convert scrollers into customers.

3) She validated product-market fit first

Her rosemary hair oil hit 600K views organically while she was still mixing batches at university.

It was proof that the product worked visually on TikTok and people actually wanted it.

She built everything around what her audience was already telling her they cared about.

4) TikTok Shop was the foundation, not a side-channel

She didn't build a traditional brand first and tack TikTok Shop on later.

Hair Syrup was born on TikTok.

Over 400K followers now.

Daily content with regular lives.

5) The rejection accelerated everything

Dragon's Den momentum pushed her expansion plans forward.

She's announced launches in the US and Australia.

Getting rejected didn't slow her down.

It sped everything up.

Hair Syrup proves TikTok Shop can be your primary channel if you show up daily, go live consistently, and build for the platform's audience from the start.

---

♻️ 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.

Rejected by the Sharks. Built a $100M+ brand anyway.

Back in 2020, NeuroGum walked into Shark Tank asking for $750K.

Kevin O'Leary made an offer and so did Robert Herjavec.

The founders looked at both deals, said no thanks, and walked out with nothing.

Fast forward to today and they're pulling over $10 million every single month.

TikTok Shop alone accounts for $3.32M of that monthly revenue and makes up nearly half their business.

Here's how they pulled it off:

1️⃣ They built a creator army, not an influencer roster

Most brands blast samples to whoever has a decent follower count and pray something sticks.

NeuroGum took a completely different approach.

They handpicked creators and trained them like they were part of the team.

These people genuinely understand the product and pump out 2-3 videos daily with messaging that stays consistent and actually converts.

2️⃣ They turned lives into a system

They've run over 8,300 live shopping sessions at this point, and they're not slowing down.

This wasn't some "let's go live when we feel inspired" situation.

They built it into a daily operation with interactive demos that convert browsers into buyers in real-time.

For them, lives aren't supplementary content, they're the main revenue driver.

3️⃣ They caught viral momentum and rode it hard

When Joe Rogan mentioned their gum in October 2024, TikTok absolutely lost it.

One video hit 5.3 million views.

Then another one blew up. Then another.

The algorithm started feeding their success so aggressively they were getting 2-3 viral videos every single day.

Some videos have generated up to $648K in revenue.

Their top-performing content consistently pulls in around $7,400 per day in sales.

4️⃣ They got smart about what actually sells on TikTok

Instead of dumping their entire catalog on TikTok Shop, they studied what works and picked SKUs accordingly.

New flavors like Spearmint and Wintergreen with homepage takeovers? Sold out.

Their Neuro Energy Caffeine Mints became the best-selling product on the platform.

Getting rejected by investors doesn't end anything.

Sometimes it forces you to find a better path.

NeuroGum did $12M annually before TikTok Shop.

Now they're over $10M monthly.

Valuation above $100M.

TikTok Shop isn't just another ad platform.

It's becoming the primary path for brands willing to treat it like one.

---

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Most brands think TikTok Shop is about going viral.

But the truth is, views don't matter.

GMV does.

I've watched brands get 1M+  views and make nothing.

And others pull serious revenue from 50K-view videos.

Those brands understand that social commerce isn't social media.

Here's what actually drives sales:

𝟭) 𝗦𝘁𝗼𝗽 𝗼𝗯𝘀𝗲𝘀𝘀𝗶𝗻𝗴 𝗼𝘃𝗲𝗿 "𝗼𝗻-𝗯𝗿𝗮𝗻𝗱" 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀

Brands get hung up on whether creators match their aesthetic. Meanwhile, everyday people are already buying products at stores and posting about them.

You can't control that. Focus on finding creators who actually engage their audience, not ones who fit your visual guidelines.

𝟮) 𝗛𝗼𝗼𝗸 + 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 + 𝗱𝗲𝗺𝗼 = 𝘁𝗵𝗲 𝗳𝗼𝗿𝗺𝘂𝗹𝗮

The best-performing content grabs you in the first 3 seconds, breaks down what the product does, and shows it working.

𝟯) 𝗧𝗵𝗲 𝘀𝗺𝗮𝗿𝘁𝗲𝘀𝘁 𝗮𝗳𝗳𝗶𝗹𝗶𝗮𝘁𝗲𝘀 𝗮𝗿𝗲𝗻'𝘁 𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝘃𝗶𝗿𝗮𝗹 𝗺𝗼𝗺𝗲𝗻𝘁𝘀

They post about the same product 5-10 times because they know it only takes one video to hit. The more they post, the more comfortable they get talking about it.

This is exactly why paying one creator for 10 posts outperforms sending 10 samples to random people, hoping something sticks.

𝟰) 𝗪𝗮𝘁𝗰𝗵 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝗮𝗽𝘁 𝗶𝘁

Top affiliates aren't reinventing anything. They see what's going viral in their category and put their own spin on it.

Tools like FastMoss show you what's converting right now. Take that format, apply it to your product, and brief your creators to run with it.

𝟱) 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗽𝗲𝗿 𝘃𝗶𝗲𝘄 𝗯𝗲𝗮𝘁𝘀 𝘁𝗼𝘁𝗮𝗹 𝗿𝗲𝗮𝗰𝗵

A video with 30K views that drives $15K in sales destroys a 3M-view video that only generates $2K.

Stop thinking like you're running a social media page.

Start thinking like you're running performance marketing that happens to use social content.

---

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Nobody tells you this about being a founder:

You never actually clock out.

When I was working full-time, life was simple.

Start at 9am, finish at 6pm, switch off completely.

Now, even during the weekend, I'm still always thinking about the next move.

And honestly, it's hard to always be present.

I can't split my time evenly between clients, my wife, my kids, my family, and friends.

Sometimes I'm there physically, but mentally I'm somewhere else.

Thinking about next week's strategy.
How we're solving that client problem.
Which creator we should reach out to.

Everything is reliant on you as a founder.

Every decision.
Every direction.

That's a big responsibility that people don't really understand to the full extent.

But I'm not complaining.

This is the path I chose, and it's probably one of the best decisions I've made.

But it's just the reality nobody talks about.

They see the wins and the revenue posts.
But they don't see the mental load that comes with it.

If you're thinking about making that jump:

Know that the responsibility never stops, even when you're not working.

As a founder, do you experience the same thing?

TikTok Shop is flipping the script on BFCM.

Here's why it's different from every other channel:

1) Discovery through creators, not ads

People aren't seeing your promotional posts as interruptions. They're discovering your products through creators they already follow and trust. Even if those creators are earning commission, they're the ones moving the needle.

2) Zero-friction checkout

No bouncing between platforms. No hunting for coupon codes in their email. They see it, they buy it, done. The entire purchase happens without leaving TikTok.

3) The algorithm rewards sales

More conversions means more reach and leads to more sales. It compounds. The more you sell, the more the platform pushes your content to new audiences.

This isn't about shouting louder than your competitors.

It's about having great content paired with offers people actually want.

And here's the bonus: the halo effect is real. When you win on TikTok Shop, you'll see lifts across Amazon, retail, and your DTC site too.

Plus, all that creator content you're getting for TikTok Shop? Drop it straight into your Meta ads. You're getting proven creative that works for two platforms at once.

TikTok Shop isn't just another sales channel. It's becoming the front door to your entire Q4 strategy.

---

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TikTok Shop UK just dropped its Black Friday forecast.

And the numbers are wild.

Last Black Friday, it hit triple-digit growth and had its best sales day ever.

This year, the platform already beat that record back in June during the Summer Sale.

The biggest sales day of 2024 happened in the middle of summer.

Here's what's driving this:

• Daily LIVE shopping sessions up 72% YoY
• Number of items on TikTok Shop up 445%
• Creators generating sales up 55%

But here's the part that actually matters:

TikTok Shop is solving the biggest problem in e-commerce, which is product returns.

Fashion returns cost UK retailers £5.2 billion annually.
Online fashion has a 30% return rate.

TikTok Shop's fashion return rate is 10%.
The same as in-store purchases.

It's all because people are watching someone with their body type try on the exact item before they buy it.

You're not guessing if it'll fit.
You're watching it fit someone who looks like you.

A while back, P.Louise did £2.7M in sales during a 12-hour LIVE.

She broke every UK and EU record on the platform.

Here's what separates the brands crushing it from the ones struggling:

Most just throw their products and cross their fingers.

The ones printing money are doing LIVE sessions.

Showing the product in action.
Answering questions in real time.

It feels less like shopping and more like getting advice from someone who gets it.

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Not scaling on TikTok Shop is costing you millions.

Took me $80M in sales to figure out the system.

You'll need about 3 minutes:

1. 𝗦𝘁𝗼𝗽 𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝘃𝗶𝗿𝗮𝗹 𝗺𝗼𝗺𝗲𝗻𝘁𝘀

Views don't matter.

GMV does.

- I've watched brands get 1M+ views and make nothing.
- Others pull serious revenue from 50K-view videos.

The best-performing content grabs you in the first 3 seconds, breaks down what the product does, and shows it working.

2. 𝗙𝗶𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗲𝗻𝗴𝗮𝗴𝗲
  
Forget "on-brand" aesthetics.

- Brands get hung up on creator aesthetics.
- Meanwhile, everyday people are buying products and posting about them.

Focus on finding creators who actually engage their audience, not ones who fit your visual guidelines.

3. 𝗦𝗺𝗮𝗿𝘁 𝗮𝗳𝗳𝗶𝗹𝗶𝗮𝘁𝗲𝘀 𝗱𝗼𝗻'𝘁 𝗰𝗵𝗮𝘀𝗲 𝘃𝗮𝗿𝗶𝗲𝘁𝘆

They post the same product 5-10 times.

- They know it only takes one video to hit.
- The more they post, the more comfortable they get talking about it.

This is exactly why paying one creator for 10 posts outperforms sending 10 samples to random people, hoping something sticks.

4. 𝗪𝗮𝘁𝗰𝗵 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝗮𝗽𝘁

Top affiliates aren't reinventing anything.

- They see what's going viral in their category.
- They put their own spin on it.

Tools like FastMoss show you what's converting.

Take that format, apply it to your product, and brief your creators to run with it.

5. 𝗧𝗵𝗲 𝗮𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺 𝗿𝗲𝘄𝗮𝗿𝗱𝘀 𝘀𝗮𝗹𝗲𝘀

More conversions mean more reach, and that leads to more sales.

It compounds.

- The more you sell, the more the platform pushes your content to new audiences.
- This isn't about shouting louder than your competitors.

It's about having great content paired with offers people actually want.

TikTok Shop isn't just another sales channel.

It's becoming the front door to your entire strategy.

The hardest part is understanding this early.

It was for me too.

But once you build the right creator relationships and let momentum work, opportunities multiply.

The test you don't run today might be the six-figure revenue stream you miss tomorrow.

So stop perfecting and start testing.

---

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This is obvious, but brands mess it up every year:

Make sure your operations can handle the BFCM spike.

- Forecast inventory properly.
- Set shipping deadlines.
- Lock down compliance.

TikTok can drive massive order spikes fast.

If your systems crack under pressure, you lose everything:

- Revenue from unfulfilled orders
- Trust from creators who promoted you
- Algorithm momentum because your conversion rate tanks

You can have the best content and offers in the world, but if you can't ship products, none of it matters.

This is a reminder to get this locked down now, not when orders start flooding in.

We're still incredibly early with TikTok Shop and social commerce.

Most eCom brands don't even know what TikTok Shop is yet.

I mention it, and they look confused.

Here's what's coming in the next 5 years:

𝟭) 𝗧𝗶𝗸𝗧𝗼𝗸 𝗦𝗵𝗼𝗽 𝗶𝘀 𝗲𝘅𝗽𝗮𝗻𝗱𝗶𝗻𝗴 𝗴𝗹𝗼𝗯𝗮𝗹𝗹𝘆

Germany, France, Italy, Spain, Poland, Australia, and  Mexico all launched this year.

More markets coming.

𝟮) 𝗧𝗵𝗲 𝗨𝗦 𝗯𝗮𝗻 𝘁𝗵𝗿𝗲𝗮𝘁 𝗶𝘀 𝗼𝘃𝗲𝗿

That uncertainty held brands back.

Now that TikTok is staying, expect a massive wave of US brands finally committing.

𝟯) 𝗢𝘁𝗵𝗲𝗿 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 𝘄𝗶𝗹𝗹 𝗰𝗼𝗽𝘆 𝗶𝘁

Whatnot proved the model works.

eBay, Amazon, Meta, and YouTube will all add live shopping.

𝟰) 𝗟𝗶𝘃𝗲 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱

Pull something out of your closet, go live, sell it instantly.

That's the future.

𝟱) 𝗖𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗮𝗻𝗱 𝗮𝗳𝗳𝗶𝗹𝗶𝗮𝘁𝗲𝘀 𝗱𝗼𝗺𝗶𝗻𝗮𝘁𝗲

Affiliate marketing and influencers have existed for decades.

Social commerce just combines them in a way that converts.

The next 12 months will bring more change than the last 3 years combined.

The brands learning this now won't be scrambling to catch up later.

Most brands treat Black Friday like a 48-hour sprint.

Brands that make $2M+ in a weekend treat it like a 7-day event.

TikTok Shop isn't built for last-minute sales pushes.

Here's what actually drives BFCM revenue:

𝟭) 𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺 𝘀𝘁𝗮𝗿𝘁𝘀 𝟯𝟬 𝗱𝗮𝘆𝘀 𝗲𝗮𝗿𝗹𝘆

TikTok needs time to learn what converts.

Top brands start seeding creator content in early November, not the week of the sale.

By the time Black Friday hits, the algorithm already knows what to push.

𝟮) 𝗗𝗮𝗶𝗹𝘆 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗶𝘀𝗻'𝘁 𝗼𝗽𝘁𝗶𝗼𝗻𝗮𝗹

During BFCM week, TikTok turns into a content war.

Winning brands post 3-5 times per day:

• Morning (7-10 AM): Build hype
• Afternoon (12-4 PM): Go live, create urgency
• Evening (6-10 PM): Final push with scarcity

You can't stay in the feed if you're only posting once.

𝟯) 𝗟𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗲𝗻𝗴𝗶𝗻𝗲

The brands crushing it run 1-2 Lives daily during BFCM and watch the sales roll in.

Lives convert impulse buyers and get you boosted by the algorithm.

Start them 7-10 days before the sale.

Momentum compounds.

𝟰) 𝗧𝗵𝗲 𝗲𝗮𝗿𝗹𝘆 𝗯𝗶𝗿𝗱 𝗲𝗱𝗴𝗲

The biggest mistake is waiting for Friday.

Top brands drop early access bundles 2-3 days before everyone else.

BF week is when most brands finally start posting.

By then, the algorithm hasn't had time to learn what converts, and they're fighting for scraps.

The brands doing serious revenue started 30 days earlier and built momentum the entire way.

If you want a plug-and-play content strategy built for BFCM scale, send me a DM.

3 weeks until BFCM. If you're behind on your TikTok Shop strategy, here's what to focus on now:

Week 1 (Nov 1-7): Post like your BFCM depends on it

If you haven't sent samples yet, forget creators for now.

Samples take 5-7 days to arrive.

Creators take another week to post.

Focus on what you control: your own content.

Post 3-5 times/day on your account starting today.

The algorithm needs 2-3 weeks of momentum before BFCM hits

Content you post on November 1st will peak around Black Friday.

Test different hooks.
Test different angles.
See what drives sales.

Week 2 (Nov 8-14): Amplify what's working

By now, you'll see which posts are driving GMV.

Take those videos and put ad spend behind them.

Start with $100-200/day per winning creative.

Build your BFCM bundles inside TikTok Shop NOW.

Test them with your current audience.

See what people actually want before the rush hits.

Run 1-2 lives this week if you can.
Even if nobody shows up.

The algorithm needs to see that you're active.

Week 3 (Nov 15-21): Go all in

This is your final push before BFCM.

Post 3-5 times daily minimum.

Scale ad spend on content that's converting.

Run daily lives.

Tease your BFCM offers without revealing everything.

Build anticipation.

Set up your ops:

• Inventory counts confirmed
• Shipping deadlines locked
• Customer service is ready for volume

You won't hit $500K during BFCM on the TikTok shop.

That ship sailed in September.

But you can still do $50K-$100K if you execute hard these next 3 weeks.

---

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Everyone talks about the winning products.

The 1800% order increases.
The checkout pages crashing.
The "link in bio" requests flooding the comments.

What nobody mentions is the pattern behind it:

• A quick video showing a problem you've been having
• A fix so simple you wonder why it took this long
• Demonstration content that makes scrolling past physically impossible
  
TikTok Shop isn't in the product business.

It's in the "aha moment" business.

Here's the viral formula that works:

Start with something annoying:

• The lid that won't stay on your travel mug.
• The junk drawer you can never find anything in.
• The small thing that pisses you off three times a day.

Let people feel it.
Show the mess.
Let them think "oh my god, YES."

Then, present the solution.

The type of solution that feels like common sense.
No actors pretending to be excited.
No fancy marketing talk.

The Ninja blender didn't blow up because it's some revolutionary technology.

It blew up because there's something weirdly satisfying about watching a smoothie come together in seconds.

That's the whole game.

Google waits for you to search.

TikTok catches you off guard with a problem you totally forgot was annoying you.

And before you know it, you're buying it.

The product isn't the star here.

It's finally getting rid of that one thing that's been driving you crazy.

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.

This AI workflow saves 100+ hours a month without touching a single spreadsheet.

Here's how agencies like us are doing it:

- Connect multiple data sources in one click.
- Prompt your full cross-channel report.
- Get branded, client-ready reports instantly

Nobody has time for broken connectors and manual reporting anymore.

When your report builds itself in minutes,

You get time back for the work that actually matters.

If you're still copy-pasting data into slides at 11 PM…

You're playing the wrong game.

Want to see the tool that runs this entire workflow?

Drop "tool" in the comments and I’ll send it to you.

The Secret Tool

Most brands don’t fail on TikTok because of targeting.
They fail because their creatives burn out too fast.

We’ve all seen it, the same ad runs for a week, performance tanks, and you’re back scrambling for new content.

But here’s the thing: you don’t need to blow through budget or creators to keep things fresh.

With Insense, we’re getting 20+ ad variations from a single TikTok creator all for under $150.

From one brief, we get a bank of raw clips to mix, match, and test across campaigns.
Delivered in under 2 weeks, with lifetime usage rights.

That’s how brands like Beauty Pie, Bones Coffee, Huel, and Flo Health are scaling TikTok ads sustainably without creative burnout.

Honestly, it’s the most efficient UGC workflow I’ve seen for paid social.

To scale on TikTok this BFCM and Q4, this is where you start.

P.S. I’ve hooked you up with a sweet $200 discount code for your first campaign if you book a free strategy call by Nov 7th.

👉 Book Your Free Strategy Call - https://hubs.la/Q03MvB120

Open article: Increase conversions with affordable UGC ads | Insense by hubs.la

Increase conversions with affordable UGC ads | Insense

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)

If your BFCM strategy isn't finalized yet, you're setting yourself up to fail this November.

Here's what winning brands are doing right now:

𝟭) 𝗚𝗲𝘁𝘁𝗶𝗻𝗴 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝗽𝗿𝗲𝗽𝗽𝗲𝗱 𝗲𝗮𝗿𝗹𝘆

Top creators juggle 10, 20, 30 brands.

They're booked weeks out. 

Reaching out a couple of weeks before BFCM is too late.

We've been prepping creator content for our clients since September.

𝟮) 𝗣𝗼𝘀𝘁𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝟯𝟬 𝗱𝗮𝘆𝘀 𝗮𝗵𝗲𝗮𝗱

TikTok needs 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.

𝟯) 𝗪𝗮𝗿𝗺𝗶𝗻𝗴 𝘂𝗽 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆

Your audience needs to know what's coming.

Prep them in advance by presenting some of the BFCM offers, explaining how everything will work, etc.

To do this BFCM right, here's a quick setup checklist:

↳ Shop synced and ready for order spikes
↳ BF images, banners, urgency overlays created
↳ Bundles built in TikTok Shop (even if not live yet)
↳ 200-500 samples sent to build creator pipeline
↳ Discord or WhatsApp group set up for top creators
↳ 5-10 creators locked on retainer or premium commission for hero bundles
↳ Small tests running now to identify who drives traffic

Don't DM agencies in November asking to hit six figures for BFCM.

Start prepping now.

If you want a fast track to get your BFCM strategy locked in before it's too late, send me a DM. We're closing doors soon so we can fully focus on our clients.

TikTok Shop myths that quietly kill brand growth

Most brands don’t fail on TikTok Shop because of bad products.

They fail because they believe the wrong things.

Let’s clear a few up:

Myth 1: “If we list our products, sales will come.”
Reality: TikTok Shop isn’t Amazon. Without creator outreach and ad spend, your GMV will flatline.

Myth 2: “We can copy what worked on Meta.”
Reality: TikTok runs on emotion, not logic. Short hooks, creator-led content, and native trends crush brand-style ads.

Myth 3: “We should only work with big creators.”
Reality: Mid-tier creators drive stronger conversion rates and scale more sustainably.

Myth 4: “High margins mean we don’t need to incentivize creators.”
Reality: Low commissions = low visibility. If creators don’t earn, you don’t either.

Myth 5: “Sending more samples means more sales.”
Reality: Random sample blasts waste budget. Target high-converting creators, not anyone with a ring light.

The brands that win on TikTok Shop:
→ Treat it like a performance channel, not a lottery.
→ Build creator systems, not campaigns.
→ Optimize for ROI, not vanity metrics.

What’s another TikTok Shop myth you’ve heard lately?

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The Battle

Ryan Rouse

Ashley Wright

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taplio

The Battle

Ryan Rouse

Ashley Wright

Followers

Posts

Engagements

Likes

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);}Ryan Rouse's LinkedIn Performance

Performance ScoreAshley Wright's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Rouse's LinkedIn Performance