Results our brands can see

I'm so thrilled to announce that Spotlight Media was named Rising Star Partner of the Year at the 2026 TikTok Shop Beauty Summit! Just around two years ago, I snuck into my first TikTok summit. This time, we not only received an award but had our very own booth, and had the pleasure of helping four of our clients staff and run their booths the entire time.

TikTok Shop is so much more than a sales channel. Done right, it's a creative engine and a way for brands to build real, lasting relationships with creators instead of one-off transactions. One of our most effective plays has been treating TikTok Shop as a marketing channel in its own right: in-person creator dinners, webinars, and events that get our clients in the room with the people driving their growth and making them feel special.

If you're cold starting on TikTok Shop, focus on quality of content over quantity. Unless you're already a household name brand that has immediate name recognition among creators and customers, you need to focus on building a strong content library of high quality videos.

Everyone talks about the TikTok Shop Halo Effect but we finally quantified it with the new Shopify pixel integration. This is why the most successful brands treat TikTok Shop as a marketing channel more than a pure sales channel.

How to think about discounting on TikTok Shop: Value vs. Discounting TikTok Shop consumers aren't discount-driven. They're value-driven. Which means your job isn't to be the cheapest. It's to give the consumer a reason to check out inside TikTok Shop instead of going to Amazon or the brand's website which are much more familiar experiences.

In under 2 months, we took a brand from zero to the #1 teeth whitening product on TikTok Shop. When we cold-started Dakota Morse's brand, Boca Bella, on TTS, we focused on one thing - getting the product in the hands of the right creators.