Scaling: Hire Coaches or Use Top Creators

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley introduces his "TikTok Creator Engine," a structured system for turning product samples into loyal brand evangelists. Josh outlines five creator stages—Inactivated, Activated, Emerging, Performing, and Evangelist—and explains how to move creators through each using personalized outreach, gamification, community building, and targeted ad spend. He also details key team roles, essential KPIs, and onboarding strategies to replace the ineffective "spray and pray" approach with a scalable, relationship-driven affiliate program that generates consistent revenue.

Links and Mentions:

Tools and Websites
"TikTok Creator Engine": "00:01:12"
"Shopify": "00:01:12"
"Amazon": "00:01:12"
"WhatsApp": "00:09:34"
"CRM (Creator Relationship Management System)": "00:11:42"
"TikTok Shop": "00:10:40"
"Fulfilled by TikTok": "00:13:55"
"Amazon MCF (Multi-Channel Fulfillment)": "00:13:55"
"Beehive": "21:31"
"Discord": "22:31"
"ChatGPT": "23:39"

Videos and Playlists
"YouTube Onboarding Videos": "00:18:51"
"YouTube Playlist for New Creators": "24:27"

Concepts and Strategies
"Creative Briefs": "23:39"
"Creative Brief": "00:42:53"
"Bingo Card Game": "28:51"
"Ad Spend Strategy": "00:39:18"
"Performance Coach Role": "00:41:54"
"Affiliate Support Specialist Role": "00:41:54"
"VIP Program": "00:43:50"
"Monthly Contests": "00:44:43"
"Personalized Contests": "00:48:19"
"Weekly Creator Calls": "26:10"

Metrics and KPIs
"Contact Information Capture": "00:51:08"
"Performance Metrics": "00:52:56"
"Pareto Principle": "00:45:38"
"Gamification": "00:44:43"

Timestamps:

00:00:00 Introducing the TikTok Creator Engine
A systematic process to turn product samples into loyal brand evangelists, focusing on consistent revenue over viral moments.

00:01:12 Host Introduction
Josh Hadley shares his background as an e-commerce entrepreneur, father, and host of the E-com Breakthrough podcast.

00:02:17 Core Principles of the System
The system focuses on inspiring creators, tracking behavior, doubling down on winners, and ignoring the rest based on performance.

00:04:10 Common Problems with Creator Programs
Outlines issues brands face, such as creators not posting, one-off videos, wasted samples, and overreliance on TikTok DMs.

00:06:49 The Five Stages of the Creator Engine
An overview of the five distinct stages creators move through: Inactivated, Activated, Emerging, Performing, and Brand Evangelist.

00:10:40 The Required Team Structure
Details the three essential team roles needed to run the engine: Affiliate Support Specialist, Performance Coach, and Store Operations.

00:15:03 Stage 1: Inactivated Creators
Focuses on approving samples and, most importantly, capturing the creator's contact information to move them out of TikTok DMs.

00:17:53 The 30-Day Onboarding Sequence
A detailed breakdown of the first 30 days of communication, including emails and WhatsApp messages for new creators.

00:21:31 Tools for the Activation Program
Discusses essential tools for creator activation, including email newsletters, community platforms like WhatsApp, and detailed creative briefs.

00:24:27 The YouTube Onboarding Playlist
Outlines a mini-course for creators covering mindset, hook strategy, lighting, audio, and success stories to build relationships.

00:28:51 Gamifying Onboarding: The Bingo Card
A gamified "bingo card" system that incentivizes new creators to complete key tasks like posting multiple videos.

00:30:42 Stage 2: Activated Creators
Covers the team's actions once a creator posts their first video, including congratulations and providing initial feedback.

00:33:29 High ROI Move: Boosting Videos with Ads
A strategy to use small, targeted ad spend on new creators' videos to generate initial views and sales.

00:35:29 Stage 3: Emerging Creators
The goal for this stage is to build consistency with creators who have momentum but aren't posting regularly.

00:40:13 Stage 4: Performing Creators
Focuses on scaling the output of consistent creators by building a personal relationship and offering exclusive VIP program invitations.

00:45:38 Stage 5: Brand Evangelists
A high-touch strategy to retain top creators through personalized contests, gifts, and exclusive access to new products.

00:50:16 Collecting Creator Contact Info
Emphasizes the critical importance of capturing creator contact information and offers creative methods like auto-DMs and product inserts.

00:51:58 Key Metrics to Measure
A breakdown of the essential KPIs to track weekly, including samples sent, post rates, and GMV per stage.

00:54:48 Daily Roles of the Team
A summary of the daily action items for the Affiliate Support Specialist and the Performance Coach within the system.

00:55:50 Conclusion and Final Thoughts
A summary of the system's benefits, emphasizing that consistent action, refinement, and focus are the keys to success.

Transcript:

Josh Hadley 00:00:00  That activation stage is honestly the biggest miss that I see most brands like just completely skipping and they just go from inactivated creator to somebody went viral and it's as simple as that. And and that's all they're relying upon. Whereas we're going to methodically walk all of these creators through these five different stages. Welcome to the Ecomm Breakthrough podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Today, I want to share with you all the TikTok Creator Engine. This is how we're turning thousands of samples into thousands of brand evangelists. This isn't just about like sending out as many samples as you possibly can. The spray and pray approach, just hoping that somebody will go viral. Rather, this is a systematic process that we follow to ensure that every sample we send out actually has the chance of helping some of t...