6 TikTok formats for 100,000 Engaged Followers

Can TikTok Shop Redefine Influencer campaigns?

Hey, it's Ashley!

Welcome to The TikTok Marketer, a weekly newsletter, where I share 3 actionable growth tactics that will help you scale on TikTok.

Today we’ll cover:

1️⃣ How TikTok is Redefining the Path to Purchase for DTC Brands

2️⃣ 6 TikTok formats for 100,000 Engaged Followers

3️⃣ Brand of the week - Pick’Em

How TikTok is Redefining the Path to Purchase for DTC Brands

TikTok has rapidly become a transformative force for DTC brands. Its unique features and propensity for viral content are revolutionizing the traditional path to purchase, opening new avenues for DTC brands to engage consumers and facilitate smooth transactions directly from the platform.

Leveraging TikTok's Immersive Shopping Experience

TikTok has innovatively integrated shopping features that enhance user interaction without disrupting their experience.

Shoppable Videos and Product Showcases allow brands to embed product tags within their videos, providing direct purchasing links for viewers. This seamless transition from content engagement to purchase caters to the desires of audiences who prioritize convenience and immediacy in their shopping habits.

Additionally, TikTok's Live Shopping events offer brands a platform to conduct interactive livestreams, where viewers can participate in real-time, pose questions, and make purchases.

This format not only builds a community atmosphere but also instills a sense of urgency and encourages impulse buying, leveraging the excitement generated during the live events.

I feel that there is a huge opportunity for this and when you look at some of the top brands on TikTok Shop right now, some affiliates do over $200k+ with little to no effort (which I will write about in next week’s issue.)

Optimizing for TikTok's Algorithm and User Behavior

For DTC brands to thrive on TikTok, it is crucial to tailor content and marketing strategies to the platform's specific algorithms and user behaviors.

Brands must also prioritize authenticity, creativity, and active engagement, maintaining a responsive dialogue with their community to foster trust and loyalty, essential for driving sustained sales and enhancing brand affinity.

In summary, TikTok is reshaping how DTC brands approach and engage with their target markets. By offering rich, interactive shopping experiences

TikTok serves as a pivotal channel for DTC brands aiming to captivate and drive substantial growth in their sales figures.

👉 Before you read on:

  Scale to $100k/mo on TikTok Shop with my FREE Workbook (helped 100+ brands)

 TikTok Consultancy for brands on their way to scaling with TikTok. We’ll have regular 1-on-1 sessions deep-diving into your most important TikTok challenges.

6 TikTok formats for 100,000 ENGAGED followers:

1. Lists

List-style videos are highly engaging and easy to consume. They allow you to share valuable information or tips in a concise and visually appealing way. Some effective list formats include "Top 5 Ways to...", "10 Things You Didn't Know About...", or "The Best Products for..."

Make sure your lists provide genuine value to your audience and are presented in an entertaining way.

2. Rants


Today, got an angry message from a customer 😬

Rants are a great way to share your opinions and connect with your audience on a more personal level. They allow you to be authentic and vulnerable, which can help build trust and loyalty with your followers.

When creating rant-style content, focus on topics that are relevant to your niche and that your audience cares about. Be sure to express your thoughts and feelings in an engaging and relatable way.

3. Photo Slideshow

While TikTok is primarily a video platform, photo carousels can also be an effective way to showcase your content. Use this format to highlight your products, share inspirational imagery, or showcase your brand's aesthetic. Make sure the photos are visually striking and that the overall carousel tells a cohesive story.

4. Trending Sound

Hopping on popular audio trends is a surefire way to increase your visibility on TikTok. When a new sound goes viral, create content that utilizes that audio in a creative and unique way. This helps you ride the wave of the trend and exposes your content to a wider audience.

5. Vlog

Vlogging, or sharing a "day in the life" style video, allows you to give your audience a behind-the-scenes look at your life or business. This helps build a more personal connection and can make your brand feel more relatable and authentic.

Be sure to showcase your personality and share content that your audience will find interesting and engaging.

6. Tutorial


Looking for a new smoothie recipe? ✨ May we suggest this one, featuring fiber-rich (and low-sugar) strawberries, Greek or coconut yogurt f... See more

Tutorial videos are a great way to provide value to your audience and position yourself as an expert in your niche. Whether you're teaching a skill, sharing a hack, or demonstrating a product, make sure your tutorials are informative, easy to follow, and visually appealing. This can help you build trust and credibility with your followers.

Remember, the key to success on TikTok is to create content that is engaging, entertaining, and provides value to your target audience.

Experiment with these different formats and see what resonates best with your followers.

TikTok Brand of the Week - Pick’Em

Pickem's TikTok Triumph

In an age where content is king, PickemStore is reigning supreme on TikTok. With a following of over 546,000 and a staggering 132 million views from just 70 videos, their strategy is one to watch.

The rapid ascent in their popularity, with over 400k followers and 60M views in their first four months, echoes a theme we discussed last week with Impossibrew: quality over quantity.

Are brands now focusing on blockbuster-style TikToks that tick all the boxes instead of churning out daily content? PickemStore's success suggests they might be onto something.

The Folkert Effect

Co-founder Folkert not only features prominently across their content but also makes content creation seem effortless. His engaging presence helps to personify the brand, drawing viewers deeper into the PickemStore world.


HUGE W 😮‍💨 @miniminter

Strategic Star Power

Their unique approach involves placing their product into the hands of influencers like KSI, Macklemore, and James Corden. This not only amplifies their reach but keeps their audience coming back for more.

They cleverly serialize their content, creating multiple pieces around a single influencer engagement. Miss the first video? No problem. You’re likely to stay and binge the rest on their profile.

One standout piece begins with a cliffhanger: “This one problem could ruin our company” (watch it on TikTok). This strategy not only hooks viewers but also builds a narrative that includes the brand's journey, challenges, and future plans—perfect for community building on TikTok.

Engagement and Humor

Their video descriptions pack a punch too. Take this gem for example:

It’s cheeky, it’s fun, and it grabs your attention, making you chuckle and scroll for more.

Key Takeaways for Your Brand’s TikTok Strategy:

1. Leverage Influencer Relationships: Like Pickem’, consider how your brand can use influencer partnerships to gain traction and maintain viewer interest over multiple posts.

2. Quality Over Quantity: Focus on producing high-quality, engaging content rather than overwhelming your audience with daily posts. PickemStore’s 70 videos have outperformed more prolific but less polished efforts.

3. Build a Narrative: Use storytelling to engage your audience. Start with a hook that draws viewers in and keeps them coming back for the unfolding story.

4. Engage with Humor and Creativity: Don’t be afraid to infuse humor into your content. A memorable and funny description can make your video stick in viewers' minds.


Pickem’s strategy on TikTok showcases the power of influencer partnerships, strategic storytelling, and engaging content that prioritizes quality over quantity.

Their approach not only draws in millions of views but also fosters a strong community connection, proving that sometimes, less is indeed more.

Stay inspired,

Ashley ✌️

🚀 3 ways I can help you add an extra $100k/mo with TikTok.

  1. TikTok consultation for brands looking to leverage TikTok. Work with me 1-on-1 in weekly or bi-weekly deep-dive sessions to build and execute your TikTok strategy.

  2. Join our TikTok Shop Community and join like-minded marketers.

  3. Get your FREE How to Dominate TikTok Shop workbook which is exactly what we do to scale brands to $100k a month on the platform.

For daily actionable tips to grow your brand on TikTok, follow me on LinkedIn.