How Liquid IV Became a Top Seller on TikTok Shop

How Liquid IV Became a Top Seller on TikTok Shop

Staying ahead of the curve is essential for any brand looking to make a mark. Liquid IV, a popular powder hydration brand, has mastered this art by becoming a top 10 seller on TikTok Shop.

About TikTok Shop

TikTok Shop is an e-commerce platform within the TikTok app, allowing users to purchase products directly from videos. This seamless integration of content and commerce has made it a powerful tool for brands, especially those targeting a younger demographic. With its algorithm-driven content discovery, TikTok Shop offers a unique opportunity for products to go viral and drive significant sales.

Liquid IV’s Strategy

Liquid IV's rise to the top on TikTok Shop was no accident. It was the result of a well-coordinated strategy that leveraged the platform’s strengths. Here’s a breakdown of the key steps they took:

1. Seeding Top Affiliates in Advance

One of the most effective moves Liquid IV made was partnering with top TikTok Shop affiliates. Despite having an existing influencer strategy, they focused on those who could drive significant revenue. It’s important to note that on TikTok, a small percentage of videos generate the majority of the revenue. By seeding top affiliates in advance, Liquid IV ensured their product was in the hands of those who could make the biggest impact.

2. Coordinated Talking Points

Consistency is key in any marketing campaign. Liquid IV ensured that every video featuring their product had coordinated talking points. These included:

  • Raving about the flavor and invoking nostalgia

  • Showing the product in relatable tumbler brands

  • Highlighting the cost savings compared to retail

This unified message helped create a strong brand narrative and made it easier for viewers to remember and recognize the product.

3. Exclusive Offers

To entice buyers, Liquid IV paired their product drop with an exclusive offer: 20% off plus free shipping, available only on TikTok Shop. This sense of exclusivity and urgency drove sales and helped differentiate the platform-specific drop from other sales channels.

4. Leveraging Ad Dollars

Organic reach on TikTok is powerful, but combining it with paid advertising can amplify results. Liquid IV quickly identified top-performing videos and boosted them with Spark Ad dollars. This strategic ad spend helped drive even more sales, making a significant impact on their revenue.

5. Sustaining the Network Effect

Even after selling out, affiliates continued to create content using the product, which kept the buzz alive. This ongoing engagement provided free advertising for Liquid IV and sustained the product's visibility on the platform.

Best Practices for CPG Brands on TikTok Shop

Based on Liquid IV’s success, here are some best practices for CPG brands looking to thrive on TikTok Shop:

1. Seed Top Affiliates in Advance: Identify and partner with top TikTok affiliates who can drive significant sales and awareness.

2. Coordinate Talking Points: Ensure consistency in messaging across all content to build a strong brand narrative.

3. Offer Exclusive Deals: Create platform-specific promotions to drive urgency and differentiate from other sales channels.

4. Utilize Paid Ads: Boost top-performing content with paid ads to amplify reach and sales.

5. Maintain Engagement: Encourage ongoing content creation from affiliates to keep the product visible and relevant.

Liquid IV’s success on TikTok Shop is a testament to the power of strategic planning and execution. By leveraging top affiliates, maintaining consistent messaging, offering exclusive deals, using paid ads, and sustaining engagement, they were able to become a top seller on the platform. CPG brands looking to replicate this success should take note of these strategies and tailor them to fit their own products and audience. With the right approach, TikTok Shop can be a game-changer for driving sales and brand awareness.

Anna Sullivan