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For First’s Sake

Welcome back to The Founder’s Memo written by Liz Giorgi. This month we’re chatting about TikTok Shop, UGC, and receiving $100 off a Trend campaign.

Liz Giorgi
Liz Giorgi
CEO & Co-Founder
Liz Giorgi
CEO & Co-Founder
October 6, 2023
-
1
min

Hi friends,

Have you heard of the concept of the “first mover’s advantage?” It’s the idea that when a company is the first to introduce a product or service to customers before others, they have an advantage from the loyalty and the timing of being first. 

Examples of this in action? Instagram was founded and launched in 2010. Guess who else was launched that year? Warby Parker. Dollar Shave Club. Birchbox. These companies had a first mover’s advantage when it came to using Instagram to reach customers in new and affordable ways. Most new startup companies couldn’t afford the high cost of paid advertising, but they could afford the reach that Instagram provided through organic photo sharing. Is it any wonder that Warby Parker has a half a million followers on Instagram?!

Right now we are living through another “first mover’s advantage” moment. TikTok Shop is now available to all accounts with more than 1,000 followers. The new feature allows merchants and brands to showcase and sell their products directly from TikTok with tools like in-feed links to stores, a product showcase and live-shopping. You may have seen some of these features already as they were in beta for some users across a limited feature set over the last few months. But now they are out of beta and live for any brand to use.

So what does that mean for you?

First, this is one of those moments when you have a decision to make: Do you have the bandwidth to truly give your all to a single platform to try and take advantage of this moment? The thing about moving first is that you gotta MOVE. You gotta be committed to going fast and going with intention.

The second decision is HOW. I’m gonna suggest two tangible HOWs. The first is brand led video storytelling. Start creating daily content from yourself, your founder’s story or from someone at your company. These don’t need to be fancy. Unbox the product. Talk about the features and benefits. Second, you gotta go get some UGC (user generated content). User generated content is THE way to bring customer stories and validation to TikTok. And here’s the good news? I can help you with this. soona’s acquisition of Trend.io means we have thousands of creators ready to start creating content for you TODAY. And I am giving you $100 OFF of any Trend UGC package right now with the code firstmove

Finally, if you are feeling like TikTok isn’t right for you - that’s OK. But it might be worth starting to do some research NOW as to how you can perhaps take advantage of the second wave of commerce tools on the platform next year. There is great magic in being first. But there is also value in bringing a strategy into your business when you are ready for it. Start observing how other brands are using this in your own consumption on TikTok. Take notes. And then, when you are ready, bring it into your playbook.

Liz

 @lizgiorgi 

Hi friends,

Have you heard of the concept of the “first mover’s advantage?” It’s the idea that when a company is the first to introduce a product or service to customers before others, they have an advantage from the loyalty and the timing of being first. 

Examples of this in action? Instagram was founded and launched in 2010. Guess who else was launched that year? Warby Parker. Dollar Shave Club. Birchbox. These companies had a first mover’s advantage when it came to using Instagram to reach customers in new and affordable ways. Most new startup companies couldn’t afford the high cost of paid advertising, but they could afford the reach that Instagram provided through organic photo sharing. Is it any wonder that Warby Parker has a half a million followers on Instagram?!

Right now we are living through another “first mover’s advantage” moment. TikTok Shop is now available to all accounts with more than 1,000 followers. The new feature allows merchants and brands to showcase and sell their products directly from TikTok with tools like in-feed links to stores, a product showcase and live-shopping. You may have seen some of these features already as they were in beta for some users across a limited feature set over the last few months. But now they are out of beta and live for any brand to use.

So what does that mean for you?

First, this is one of those moments when you have a decision to make: Do you have the bandwidth to truly give your all to a single platform to try and take advantage of this moment? The thing about moving first is that you gotta MOVE. You gotta be committed to going fast and going with intention.

The second decision is HOW. I’m gonna suggest two tangible HOWs. The first is brand led video storytelling. Start creating daily content from yourself, your founder’s story or from someone at your company. These don’t need to be fancy. Unbox the product. Talk about the features and benefits. Second, you gotta go get some UGC (user generated content). User generated content is THE way to bring customer stories and validation to TikTok. And here’s the good news? I can help you with this. soona’s acquisition of Trend.io means we have thousands of creators ready to start creating content for you TODAY. And I am giving you $100 OFF of any Trend UGC package right now with the code firstmove

Finally, if you are feeling like TikTok isn’t right for you - that’s OK. But it might be worth starting to do some research NOW as to how you can perhaps take advantage of the second wave of commerce tools on the platform next year. There is great magic in being first. But there is also value in bringing a strategy into your business when you are ready for it. Start observing how other brands are using this in your own consumption on TikTok. Take notes. And then, when you are ready, bring it into your playbook.

Liz

 @lizgiorgi 

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