TikTok Shop sales favor small creators posting many videos

Key points

• Flywheel report, using Reacher data from 1.5 million samples, finds only 47% of sampled creators make a video.
• Only 14% of sampled creators generate sales, per the report.
• A single video drives about $7.19 in sales on average; 20 or more videos average $74.07 per video.
• Report suggests flat fees or performance bonuses on top of commissions for top-performing creators.

Why it matters for marketers: Content teams should plan high volumes of creator videos from smaller affiliates rather than relying on a few large-creator posts for TikTok Shop sales.