On this episode of The Engaging Marketeer, I’m speaking with Eitan Koter of Vimmi. Eitan helps businesses sell their products and services through video, particularly via TikTok. His platform allows users to stream live to multiple sites and accounts simultaneously, similar to a live television shopping studio. We’ll talk about how TikTok works, how TikTok Shop works, and how brands are leveraging it successfully.
Below, we’ll see what Eitan has to say.
Darren: Eitan, I’ve got a bit of experience in e-commerce myself. I worked with a high street retailer in the UK called Game (formerly Electronics Boutique). Over the years, online retail has become far more competitive. Big players are swallowing up prices, margins, and space on Google. Where do you see things going, given that platforms like Amazon can undercut everyone?
Eitan: You just nailed it. A lot of things that worked in the past don’t work today. Five years ago, you could spend $100 on Facebook ads and get a 10x return—it was almost a formula. But now, things don’t work the same way on Meta, and launching on Amazon is increasingly competitive. Prices are rising, and customer acquisition is more difficult.
Businesses need new ways to grow, and video is at the forefront. Social commerce presents a massive opportunity. Instead of spending money to drive users to your website and paying hefty commissions to platforms like Meta and Amazon, brands are turning to TikTok Shop, which takes a lower commission—around 8% to 11%, depending on the niche. YouTube, Instagram, and Facebook also offer opportunities. Video is the engine behind these marketing initiatives.
Video today comes in many forms. Traditionally, we saw polished, long-form YouTube videos. Now, low-production, authentic content on TikTok, YouTube Shorts, and Instagram Reels is thriving. These short-form videos—typically around 30 seconds—grab attention with a strong hook and build community.
Authenticity and consistency win
AI is streamlining content creation, but at the same time, consumers—especially Gen Z and Millennials—seek real human connections. This has led to a rise in Employee-Generated Content (EGC), where brand owners and employees create content about their journey, values, and products.
Darren: A lot of business owners are scared stiff about letting employees create content on social media. Many companies have strict social media policies preventing staff from posting. How do they shift from “No, you’re not allowed” to “Yes, create content and let’s get out there”?
Eitan: Companies that don’t adapt will be left behind. Marketing is evolving, and the cost of acquiring new customers is rising. Businesses should provide guidelines but avoid excessive scripting. Employees interact with customers daily—whether in sales or marketing—so why not let them create content too?
Incentivize employees not just for their offline efforts but also for their online engagement. The future of marketing is more open and personal. People don’t like scripted content; they can detect inauthenticity instantly. Companies that fail to adapt will struggle as competitors build real communities around their brands.
Darren: Let’s talk about businesses hesitant to use TikTok, especially those in “serious” industries like finance or accounting. Many don’t want to do “silly” TikTok dances. What kind of content works for them?
Eitan: TikTok is evolving. Initially, it was an entertainment platform, but now it’s a search and shopping platform. TikTok Shop is growing exponentially, especially in the US, UK, Thailand, and Indonesia.
It’s not just for cosmetics and gadgets anymore. We work with furniture brands selling on TikTok Shop. One company launched their shop and made zero TikTok sales in three months, but their overall revenue increased by 30%, all attributed to their TikTok content. Now they’re making TikTok sales, too.
Live shopping is key. TikTok’s algorithm favors long live streams, ideally two hours or more. Companies are seeing success by using employees or founders as hosts instead of paid influencers. Authenticity matters, and consistent live events are proving to be powerful conversion tools.
Darren: Amazon has a history of analyzing third-party sellers, then launching competing products to take over those markets. Is there a risk that TikTok might do the same, cutting out small sellers?
Eitan: There’s always a risk when you don’t control your business. Social platforms present huge opportunities, but they also hold the power. That’s why brands must balance between leveraging TikTok and building their own direct relationships with customers. Growing an email list and nurturing your own community is essential.
Darren: So the strategy is to use TikTok, make money, but transition the audience to your own database so you’re not entirely dependent on the platform?
Eitan: Exactly. Keep launching new products, driving traffic, and directing customers to your own platforms. Maintain a healthy balance between social media and direct engagement.
Darren: If someone listening wants to work with you, what’s the process?
Eitan: They can visit vimmi.net and open a free-for-life account. We offer video commerce tools, live streaming, and social media integrations. For those needing content support, we provide content creation services to help brands produce engaging videos.
Darren: That’s fantastic. Eitan, thank you for sharing so much valuable insight today.
Eitan: My pleasure, Darren. Thanks for having me!
Connect with Eitan:
Website: https://vimmi.net/blog/author/ekoter/
LinkedIn: https://www.linkedin.com/in/eitankoter/
Facebook: https://www.facebook.com/vimmicom/
YouTube: https://www.youtube.com/channel/UCNSicWOwTUktfQQ6Ck1zN5w
Instagram: https://www.instagram.com/vimmi_insta/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
