Brands starting affiliate programmes on TikTok Shop or Shopee often run into the same problem: they send products to lots of creators, but only a few actually sell. This is normal. What matters is having a system to select, brief and track creators so you find the right people as quickly as possible.
What to select on
- 1Their audience matches the brand's customers. Check the comments, not just the follower count.
- 2Average views across their last 10 videos reflect real visibility better than follower count.
- 3They've sold products in a similar category and people ask about products in their comments.
- 4They speak naturally and don't review everything as equally great.
Keep the brief short but complete
Creators don't need a brief that runs to several pages, but they do need to know 3 things: what problem the product solves, the 2–3 key selling points not to miss, and what they must not say, such as exaggerated claims. Attach examples of videos that have sold well, then let them tell the story in their own style. Natural videos usually sell better than ones read from a script.
Track results weekly, then segment
Keep a weekly tracking sheet and split creators into 3 groups. Top sellers get a special commission or new products first. Those who posted but haven't made sales get advice on angles or live-stream timing. Those who've gone quiet get less investment, and you find new people to replace them.
Build on videos that sell
Videos that sell well organically are excellent ad material. Brands can ask for permission to run them as ads through Spark Ads or Partnership Ads, so more people see them without shooting new content.
Summary
Affiliate success comes from a system, not luck. Select the right people, brief them clearly, track results consistently and put your resources behind the people who actually sell. Sales will grow while costs stay under control.