5 Things I Learned After Working with 600 Creators on TikTok Shop

Over the past year, I’ve worked with over 600 creators inside TikTok Shop—across every category you can imagine: skincare, snacks, supplements, wellness, you name it. These creators helped generate millions in sales for brands we manage. But more importantly, they taught me what really drives performance on this platform—and it’s not what most sellers think.

There’s a lot of content out there giving sellers advice on how to find creators, how to set commission rates, how to brief them. But almost none of it captures what creators are actually like to work with.

So I wanted to break down the 5 most important lessons I’ve learned—what most brands miss, what creators actually care about, and how to build long-term relationships that go beyond one viral video.

1. Creators aren't business people

This is the biggest gap I see between brands and creators. Most brands approach creators like they’re junior marketers. They send over 10-page brand guidelines, long product descriptions, and mood boards. But the truth is: most creators aren’t wired that way. And they will not spend two hours reading.

And in the creator’s world, they care about simplicity, speed, experimentation, and making content that converts right now. That’s it.

The average creator we work with has one question:
“If I post this, will I make money?”

That’s the game. If you want to work with creators successfully, simplify everything—your briefs, your onboarding, your messaging. Get to the point. Tell them what product to show, what offer is performing well, and what’s worked before.

This doesn’t mean creators aren’t smart. It means they’re focused. The more friction you add, the less likely they are to work with you again.

2. Creators are gullible

One of the most surprising things I’ve learned is how much misinformation spreads within the creator community. Creators are constantly talking to each other—on discord groups, in group chats, on Zoom calls. And the advice they pass around isn’t always accurate.

We’ve seen creators claim:

• “You can’t post in the morning because traffic is low”

• “Don’t request more than 5 samples per month.”

• “TikTok prioritizes new products over old ones.”

• “GMV Max ads will get your video more reach only if the seller puts ad spend behind your content.”

A lot of these ideas are half-true or completely false—but they spread fast. Why? Because creators don’t always have access to data or experienced mentors. Most of what they know comes from what they’ve seen or heard from peers.

That’s where you come in. If you’re a brand or agency, part of your job is creator education. You need to be the voice of clarity.

Share the why behind your briefs. Explain how commission structures actually work. Show them screenshots of real GMV data. Because when creators understand the full picture, they make better content—and better content drives better results.

3. Most creators are hungry to learn.

This one surprised me in the best way.

When we started giving creators feedback—real, tactical feedback on what was working and what wasn’t—we expected some pushback. But the opposite happened. Creators wanted to know what to improve. They asked follow-up questions. They asked to be rebooked to test new ideas.

Not all creators are like this, of course. But the best ones are sponges. They’re constantly iterating, studying what went viral, and trying to get better. They just don’t always know where to look or who to trust.

If you become that person—a brand or agency who gives them clarity and useful feedback—you become more than just a one-time opportunity. You become a partner they want to grow with.

4. Most creators are doing this alone—and they’re craving connection.

Behind every viral creator is usually… just one person. No team. No producer. No strategy partner. They’re scripting, filming, editing, posting, and reading comments by themselves. It’s a lonely game.

That’s why the creator communities we’ve built—whether it’s a Discord server or a small group of 20 top creators in a campaign—have had such an outsized impact. People show up not just to make money, but to feel connected.

They want to learn from each other. They want to swap best practices. They want to see who’s winning and how. And sometimes, they just want someone else to understand what it feels like to be in their shoes.

This is an underrated lever. If you can be the hub where creators feel supported, seen, and connected, they’ll naturally want to keep working with you—and they’ll tell others to join too.

5. They won’t tell you what they’re really thinking—until you show that you care.

This one took me the longest to understand.

When a creator says “sounds good” or “I’ll post this week,” that doesn’t always mean they’re onboard. They might be confused. Burnt out. Anxious. Or just not sure how to tell you that the brief doesn’t make sense.

Creators aren’t trying to be dishonest—they’re just not sure if it’s safe to speak up. Especially if they think it’ll cost them an opportunity.

But once you build trust—by showing up consistently, offering help, being responsive—they start opening up. They’ll tell you what kind of content they actually want to make. What brands they’re excited about. What they think could perform better. And sometimes, what they’re struggling with.

This is when the real magic happens. Because now, you’re not just directing creators—you’re collaborating with them. And that’s when the best ideas (and the best videos) emerge.

Final Thought

Working with creators isn’t like working with freelancers or agencies. It’s a relationship game. The brands and agencies who win long term are the ones who invest in those relationships—not just with money, but with attention, education, and empathy.

Creators want to win. They want to post content that drives sales. But they need the right partners to help them do that.

If you treat creators like real partners—not content machines—you’ll get better videos, stronger loyalty, and a compounding network of people who want to work with you again and again.

And after 600+ creators, I can confidently say: it’s worth it.