Oren Meets World
speaker
86 appearances
1 recordings
1 series
first heard Sep 2024
last heard Sep 2024
Oren Meets World’s voice in public audio — every appearance, attributed to the second.
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Appearances
And that's how far these big TikTok shop brands are from where these legacy brands who can't move on there are. And the arbitrage is crazy.
Yeah, it's called Your First Dollar. It used to be called The Collective. But that's like where all the kids go and get trained.
Yeah, so if I was 19 right now, I worked at Chick-fil-A when I was 19. And I worked at Abercrombie. I got fired from Abercrombie. I worked at Chick-fil-A. Long story. That sucked, right? So if I say I'm online, I'm like, these kids are making money on TikTok shop. How do I do it? So there's a Discord channel where they teach kids how to make videos.
Basically, like how do you use CapCut, TikTok editor? What's a good hook? What's a good whatever? And so kids will go on, they'll pay, I think it's like 15 bucks a week or something like light to go say, all right, cool. Do I want to do this? I want to learn how to make videos. And then brands will post opportunities like, hey, these brands want 20 videos for TikTok shop.
So I recruited off of that when I worked at this toy company. I was like, cool, I need a creator in the UK because regional is big in TikTok too. I need a creator in Germany. I need a creator who does Spanish. We recruited off of there.
pay these kids x amount for the videos they get x amount of the tiktok shop revenue they've already been trained you can see some of the content they're doing or they're brand new and you're giving them a shot for a lesser rate and then brands will come in there kind of with deals and recruiting at the same size so they kind of have a two-tiered system but like that's what kids want to do that they have to go figure out how to do that somewhere so either you take a course but of course is like the wrong framework for anything now right it's like course and community much rather you'd have the discord where people like me are hopping in there like give me a
And so all that kind of happens in one place. And that's one of like 10 discords where this is happening.
Yeah, well, also I look at, I mean, honestly, so my last, before I hopped on this podcast, I was giving a talk to YC about content for software. And so a quick note on that is the same thing is happening in software, right? So if you look at... AirBuds, you look at, I think the other one is like, is Humane. Humane is like the mental health one. There's Jenny, there's GG Dating.
GG Dating is a good one. There's Trip BFF. The software that said, hey, content market fit is as important as product market fit, but they're using 50 creators. Like I think AirBuds definitely has 50. You know, GG has four or five accounts, maybe two or three creators. But even like Ladder has like 30 trainers on their fitness app that are creators. So they're applying the same theory.
They just don't have the unit economics that TikTok shop does. TikTok shock is great because there's a get rich dynamic that is material, but you can literally calculate out the way you calculate like meta ads ROAS and like be in the mix of, that's amazing. Software, you have to like look at, it's much more, it's a little more intangible, but that's literally happening.
But also you look at like, to your point about the creator YC, like I run this program called Cut 30. We have 100, 150 people in it every time we do it. It's like every six weeks to teach people how to be content creators. And the hit rate's crazy. Like the group chat of the people, we have a group chat of people that like really pop off going from there.
And it's like 16, 18 people who've become like, hundreds of thousands of followers. And we're not the only one. There's other people that are doing that. But all this is happening in these closet communities. The only people that know about that, I don't go run a million ads about that or talk about it every day. It's just people that have gone down funnel enough to even get promoted to.
Same thing with a collective. They're not splashing that on the front page. A bunch of us aren't tweeting about it, but it happens in the background. And that's where I feel like entrepreneurs and CMOs get left out is because if you can't find a way to be visible into the world that's happening around you and into the trends that are around you, you're literally just getting left behind.
It's an operational nightmare. The hardest part about that is dealing with TikTok and your inventory being in there or not. So like I mentioned, I was at a toy brand with this beforehand. We got shut down on TikTok shop so much that we basically stopped. We had a product that was on the edge of compliance. There's a reason for that.
But basically, there's just so many logistics around shipping and customer service and compliance and violations and strikes that's like all automated by TikTok that you have to be... You need to have a uniquely insane and process-driven operational person who is dedicated to that to work through the scale.
But if you are, it is likely worth that on the other end, especially if you have a good Amazon business because the crossover is huge. And if you're walking into a retail conversation, something I like to call out is I worked with this water brand called Chlorophyll Water, where he was really early on TikTok, the founder. Seeded out a ton of product on TikTok when he launched.
We had this whole SEO strategy we put together. But he had, there was something like a billion views on the Chlorophyll Water hashtag when he launched. And he walked that right into retail and was like, look at the demand for my product. But this is not a product that is consumed online. People don't buy cases of water or single water. It's a product that's consumed in retail.
And guess how those retail conversations went, right? Of course, they want to take advantage of that arbitrage, right? We want to be the person that has that availability. That's still the conversation. We talk about TikTok shop. There's the crossover to Amazon and the crossover to natural retail because of how much discovery entertainment happens on that platform today.
In terms of making a product?
So I would go to like, if you know, kind of, if you have a general idea, but you want to go into the belly of the beast, then I would go to Canton Fair. It's twice a year. It's in China. I know that sounds like something that would be a wild thing to do, but it is a literally like, it's like the Mecca for where things are created.
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