[01:19] On this episode of The Engaging Marketeer, I am speaking with Eitan Koter of Vimmi. Eitan helps people with their video strategy so that they can sell their products and services, particularly via TikTok. His platform allows you to stream live to multiple different apps, sites, and accounts simultaneously, as if you are in a live television QVC studio. I’m going to talk to Eitan about how TikTok works, how TikTok Shop works, and how brands are making it work for them in terms of selling their products.
Darren Jamieson: Eitan, you’ve got a bit of experience in e-commerce. I worked with a high street retailer in the UK many years ago called Game Electronics Boutique. Over the years, retail online has gotten far more competitive, with big players swallowing up prices, margins, and space on Google. Where do you think that’s likely to go, given that you’ve got companies like Amazon that can undercut everybody and essentially make everyone order from them instead of independent retailers?
Eitan Koter: Darren, you just nailed it. A lot of things that worked in the past are not working today. Five years ago, you could spend $100 on Facebook ads and get at least 10x return. It was a formula that everyone knew and used. But now? It doesn’t work the same way. CPC prices have skyrocketed, and return on ad spend is not on the right trajectory. Acquiring new customers for your brand has become more difficult.
[03:28] Eitan Koter: But there are new opportunities emerging, and today, I want to talk about video—both live and non-live. Video is the engine of marketing today, and it comes in various forms. We’re used to long-form, polished videos on YouTube, but today, what’s working are short, low-production, low-editing TikTok videos, YouTube Shorts, or Instagram Reels. These 30-second videos grab attention immediately and build a community. Authenticity and consistency are key. AI has streamlined content scripting, but it has also increased competition. Consumers, especially Gen Z and Millennials, crave authenticity. That’s why employee-generated content (EGC) is becoming a big trend—people want to connect with brand owners and executives on a personal level.
Darren Jamieson: You touched on employee-generated content. Many business owners are scared stiff of allowing their employees to create content for social media. Some businesses have policies against using TikTok, Facebook, or Instagram during work hours. How do they get over that mindset?
Eitan Koter: Companies that restrict social media use are going to be left behind. Marketing today is personal, open, and authentic. If your employees are engaging with customers daily, why not let them create content? Instead of scripting everything, provide general guidelines about your brand’s voice, customer pains, and industry trends. Encourage your employees to create content, and even incentivize them. Companies that don’t embrace this new way of marketing will find customer acquisition costs skyrocketing.
[07:38] Darren Jamieson: How would you incentivize employees to create video content, particularly those who are hesitant about social media?
Eitan Koter: Not everyone enjoys being on camera. Some prefer writing or podcasts. But for those open to video, they need to practice. I do a lot of videos, and at first, it wasn’t fun. Now, it takes me five to six seconds to create one. Some of my LinkedIn posts reach over 100,000 impressions, and I spend only 10 minutes making them. The key is consistency.
[10:23] Darren Jamieson: You mentioned a client who launched on TikTok Shop but didn’t make any sales for three months. However, their offline sales grew by 30%. What changed for them?
Eitan Koter: Their TikTok content created awareness, and customers started recognizing their brand. They later modified their content strategy, tested different hosts for live events, and found what worked. They also started repurposing live content into short-form videos, which performed well organically.
Darren Jamieson: If someone wants to do live events but freezes up on camera, how can they build confidence and keep an audience engaged?
Eitan Koter: Live shopping requires a structured approach: pre-event marketing, engagement during the event, and post-event follow-ups. Use incentives like exclusive discounts, co-host with another expert, and actively interact with the audience. If nobody is watching, repurpose the content into short-form videos and keep going—consistency wins.
[22:00] Darren: Eitan, what are some key strategies that brands should implement when they first start using TikTok Shop?
[22:10] Eitan: First, brands should focus on creating engaging, short-form content that resonates with their audience. TikTok is all about authenticity, so polished corporate videos don’t perform as well as raw, relatable content. Also, leveraging influencer partnerships is critical. TikTok has a massive influencer community, and working with micro-influencers can be a cost-effective way to gain traction.
[22:40] Darren: So do you think smaller businesses can still compete with larger brands on TikTok Shop?
[22:50] Eitan: Absolutely! The TikTok algorithm favors engagement over follower count, which means a small business with high-quality, engaging content can outperform a big brand with a larger following. The key is consistency, creativity, and leveraging TikTok’s native tools like live shopping and interactive features.
[23:30] Darren: You mentioned live shopping again. What are some best practices for businesses that want to host their first live shopping event?
[23:45] Eitan: Preparation is key. Before going live, brands should promote the event across all social channels and even email lists to drive traffic. It’s also helpful to have a structured script but remain flexible enough to interact with viewers. Incentives like limited-time discounts, giveaways, and exclusive offers can boost engagement and conversions.
[24:20] Darren: It sounds like there’s a lot of opportunity there. Are there specific industries that you think perform best on TikTok Shop?
[24:30] Eitan: Initially, fashion, beauty, and consumer electronics dominated the space. However, we are now seeing brands from all industries, including home decor, automotive, and even B2B businesses, finding success. The key is understanding how to present products in an engaging and interactive way.
[30:00] Darren: Let’s talk about how brands can scale on TikTok Shop. What are the best strategies for businesses looking to take their success on TikTok Shop to the next level?
[30:15] Eitan: Scaling requires a combination of paid advertising and organic content. Once a brand starts seeing results with organic reach, they should reinvest some of their revenue into TikTok ads. The targeting options are extremely powerful, and the right mix of content and ads can significantly boost sales. Also, diversifying into live shopping events and collaborations with influencers will help maintain momentum.
[35:00] Darren: How does customer interaction play a role in building brand loyalty on TikTok Shop?
[35:15] Eitan: Engagement is everything. Brands that actively respond to comments, engage with followers, and create interactive content build trust with their audience. TikTok users want to feel like they’re part of a community. Brands that prioritize customer interaction through Q&A sessions, live responses, and user-generated content will create long-term loyalty.
[40:00] Darren: Where do you see TikTok Shop heading in the next five years?
[40:15] Eitan: The platform will continue to evolve. We’re going to see more advanced AI-driven personalization, seamless checkout experiences, and deeper integrations with other social platforms. The brands that stay ahead of these trends and adapt quickly will dominate.
[45:00] Darren: Any final words for businesses considering TikTok Shop?
[45:15] Eitan: Don’t wait. The sooner you start experimenting with content, the sooner you’ll find what works for your brand. TikTok Shop is a powerful tool, and those who get in early and build a strong presence will benefit the most.
[50:00] Darren: Fantastic insights, Eitan. Thank you so much for sharing your expertise. I’m sure our listeners have gained a lot of value.
[50:15] Eitan: Thank you for having me. It was a pleasure discussing this exciting space.
