Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy.

Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success.

Dive in:

[06:13] Strategic Content Planning for TikTok

[08:36] TikTok's Personalized Content Strategy

[13:23] Integrating Teams for Cross-Platform Success

[16:40] TikTok Content Indexing Tips

[19:15] TikTok Trends: Fleeting Brand Impact

[24:12] Influencer Collaboration Strategy Considerations

[26:43] Optimizing TikTok Collaboration Strategy

[29:12] Insider Tips from Beth!

Start with Strategy, Not Tactics

Before jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources.

Focus and Consistency Matter More Than Doing Everything

With TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically.

Leverage the Power of Social Search and Collaboration

TikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for younger audiences. Beth encourages brands to think about how their content can be discovered over time, not just through the For You Page (FYP), but also via search. Integrate SEO strategies by collaborating with your SEO team and using tools like TikTok’s Creator Search Insights. Also, don’t feel you must create everything yourself; leveraging partnerships with creators and using user-generated content can increase reach and authenticity. Remember to target both niche and broader audiences to expand your impact.

Takeaways:

• Drowning in to-do’s for TikTok? Beth says: pick ONE or TWO content ideas and go all in. You don’t need to do everything—just do what you can consistently and well for truly organic growth.
• The real 'targeting' on TikTok is your content. Focus on what your audience actually wants to see, not just what your brand wants to say. It’s the best way to land in their For You Page.
• Jumping on the latest viral trend? Beth’s advice: pause and ask "why?" Views don’t always equal brand impact. Making memorable, episodic content might serve you better in the long run.
• Want your TikTok videos to show up in searches? Optimize what you say in your videos, the captions, and even the on-screen text. Social search is growing—time for brands to get strategic.
• Creators aren’t just for big launches. Work with smaller creators, try different content types, and think about boosting their posts instead of just your own. Collaboration beats chasing every trend.

Find the notes here: https://keepopt.com/280

Leila Kimiai-Nia is a business coach at Emoceansdeep, and a former TikTok Shop seller turned trainer. She now helps her clients build their TikTok Shop sales for the long term via livestreams.

Dive in:

[05:01] TikTok Shop Success Through Consistency

[06:51] Bridging Sales and Wellness Gaps

[12:33] "Sustaining Live Streaming Success"

[14:06] Consistent Branding with Multiple Presenters

[18:01] Nervous System Regulation for Burnout

[21:33] Expanding Capacity Through Small Moments

[25:17] Pace Yourself in Content Creation

[28:02] Insider Tips from Leila!

Consistency is the Key to TikTok Growth

TikTok’s algorithm rewards brands that show up regularly. Daily live streams can boost traffic, but only if you can sustain them. Consistency keeps your audience engaged and teaches the algorithm to send you more of the right shoppers. Even if you can’t start daily, stick to a regular schedule that you can handle. Build slowly to avoid overwhelming yourself and losing momentum.

Energy Management Directly Impacts Sales

Live streaming is not just a technical task — it’s a performance. If you are tired or stressed, it shows, and your conversion rates will drop. Leila teaches that nervous system regulation is critical for long-term success. Breathwork, short breaks, and even music can help you reset between streams. Protecting your energy means better results and a business that can grow without burning you out.

Scale with a Team and a Plan

One person cannot handle endless live streams alone. As you grow, bring in affiliate creators and presenters to share the load. Keep everyone aligned with your brand style so the algorithm doesn’t get confused. Use multiple “cogs” — live streaming, affiliates, ads, and content — to scale sustainably. This approach keeps sales strong and prevents you from hitting a plateau.

Takeaways:

• TikTok Live isn’t just about sales—it’s about emotional stamina. Burnout can kill the vibe, so taking care of your energy and mental health is essential if you want long-term success in live eCommerce.
• Consistency on TikTok Live powers growth, but don’t let hustle culture push you too far. Start with what you can handle, set boundaries, and scale your frequency only as your capacity grows.
• Success on TikTok Live isn’t just algorithms and content—it’s knowing yourself. Self-awareness helps you notice stress before it becomes burnout, so you can show up strong and sustainable.
• Nervous system regulation is the secret weapon for live sellers. Small daily rituals, like deep breathing or a quick dance, train you to handle pressure and stay grounded when the spotlight’s on.
• Think TV shopping for a new generation—but with fewer breaks and even more pressure. If you want sustainable TikTok Live sales, build a team, rotate hosts, and prioritize wellness alongside revenue.

Find the notes here: https://keepopt.com/279

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.

Dive in:

[06:05] Yotpo Challenges Klaviyo in eCommerce

[08:17] Feedback and Strategy Issues Uncovered

[12:30] Black Friday Preparation Timeline

[16:14] Pre-Black Friday Preparation Urgency

[17:05] Black Friday: Capturing Customer Insights

[22:51] Email Marketing Insights with Rich

[23:35] Insider Tips from Rich!

Mystery Shop Your Own Website

Rich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday.

Collect Zero-Party Data for Smarter Marketing

Black Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers.

Act Quickly if You’re Affected by Yotpo’s Exit

For brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits.

Takeaways:

• Partnerships are at the heart of growth—not just in business, but in culture. Connect, collaborate, and be laser-focused in your niche. The impact of genuine networks will always serve you right.
• Email marketing isn’t just tech: it’s about truly knowing your customers. Ask if they’re buying for themselves or gifting—tiny questions, huge insights for personalized experiences and better relationships.
• Cultural shifts happen fast—remember the YOTPO email exit? Adaptability and supportive networks help brands survive even public shakeups. Don’t rely on hype—understand what really matters.
• When optimizing your actions, start by experiencing your own customer journey. Perspective breeds empathy, insight, and real improvement—not just more data.
• AI’s rise is changing how we work, but beware of overusing it. Leverage it to enhance your creativity, not replace it. People crave authenticity—tech is best when it supports, not suppresses, your unique voice.

Find the notes here: https://keepopt.com/278