Commerce Untold 202. Why TikTok Beats Instagram for Sales ft. Íñigo Rivero
Eitan Koter is joined by Íñigo Rivero, co-founder and managing director at House of Marketeers, a global TikTok Marketing Agency.
They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Íñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results.
The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen.
They also break down how TikTok Shop is opening up new opportunities for both brands and creators, and how social commerce is becoming easier to track and scale.
It’s a clear conversation on what brands should focus on if they want to make TikTok work for them.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Íñigo Rivero, Co-Founder & Managing Director at House of Marketers
Íñigo Rivero’s LinkedIn | House of Marketers
Takeaways:
- Resilience is crucial for personal and business growth.
- Growth often comes from mistakes and tough feedback.
- TikTok's authenticity sets it apart from other platforms.
- Social commerce is the future of TikTok.
- The algorithm prioritizes engaging content over follower count.
- Brands can expand internationally through TikTok Shop.
- Forecasting is essential for scaling a business effectively.
- Health and beauty products perform well on TikTok.
- Understanding local markets is key for international brands.
- Influencer marketing requires a balance of creativity and strategy.
Chapters:
00:00 Introduction to Influencer Marketing and Resilience
02:44 The Evolution of TikTok and Its Unique Appeal
05:15 The Rise of Social Commerce on TikTok
08:01 Influencer Marketing Strategies and TikTok Shop
10:33 The Importance of Authenticity and Engagement
13:16 SEO and Discovery on TikTok
15:56 House of Marketeers: Agency Insights and Growth
18:53 Navigating International Markets with TikTok
21:38 Challenges in Influencer Marketing and Agency Growth
24:17 Building a High-Performing Team in a Remote Environment
27:00 Conclusion and Future of Influencer Marketing