Learn how to win on the internet in 28 min [tiktok shop, trends, building cult brands]

September 18, 2024

AI Summary

5 min read

Oren Meetsworld has worked with Red Bull and Sarok, but his real expertise is in how content spreads on TikTok. In this conversation, he breaks down the mechanics of TikTok Shop, the psychology of virality, and how to build a cult brand in 2024 — starting with a simple iPhone case idea that quickly becomes a masterclass in modern marketing.

The Utility Principle: Why "Cool" Isn't Enough

When the host pitches an iPhone case with a holographic Charizard in the back — a collectible play — Oren immediately redirects. His core insight: "People are more likely to save and share something with utility than they think is cool because we're so inundated with cool stuff." In a world where everyone is chasing aesthetic, the real competitive advantage is usefulness.

He doesn't reject the collectible angle entirely. Instead, he asks: what if the case could hold a full pack of trading cards? Or what if it could carry four small cologne testers? The cologne idea is especially sharp because it taps into a real Gen Z trend — young men building "perfume bars" and collecting fragrances as status symbols. The case becomes a way to carry that status with you, share it, and signal it. That is utility, but it is also social currency.

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What you'll learn

1 (00:00) **Introduction: The Internet Creative Director** - Host introduces Oren Meetsworld, an expert in viral TikTok content and building cult brands.
2 (01:15) **Workshopping a Product Idea: The Collectible iPhone Case** - Host pitches an iPhone case that holds a collectible card (e.g., Charizard) to sell at a premium.
3 (05:21) **Luxury vs. Utility in Product Design** - Oren explains the hierarchy of premium products: luxury (craft), designer (design), and the pinnacle combining utility and craft.
4 (08:07) **The Gen Z Cologne Trend and TikTok Shop** - Oren reveals the massive Gen Z cologne trend driven by influencer content and discovery.
5 (12:22) **How TikTok Shop Actually Works: The Affiliate Scale Game** - Oren explains TikTok Shop as a scale game driven by affiliates, not just one account.
6 (14:44) **The Arbitrage Opportunity: Incentives and Scale** - Big TikTok Shop brands offer insane incentives (Rolex, Lamborghini) to top affiliates.
7 (15:33) **The Creator Economy Infrastructure: Discords and Training** - Oren explains "Your First Dollar" (formerly The Collective), a Discord where kids are trained to make TikTok Shop videos and brands recruit them.

+ Full timestamped outline available in the app

Show Notes

Join me as I sit down with Oren John, the internet's creative director who's worked with major brands like Red Bull, Ciroc, Grey Goose, and YRB. Together, we explore the game-changing potential of TikTok Shop and how creators are using the platform to build thriving businesses. Oren shares his expert insights on the role of luxury, craftsmanship, and storytelling in product design, and how these elements can elevate your brand. If you're curious about using TikTok to grow your business, this conversation is packed with valuable takeaways!

Timestamps:
00:00 Intro
00:55 Startup Idea 1: Collectible Pokemon iPhone Case
10:22 TikTok Shop is a game-changer
15:10 The power of creator communities
18:38 TikTok Shop success formula
21:40 Oren’s tech stack and tools
24:37 YouTube vs TikTok
26:29 Oren's content creation philosophy

1) Startup Idea 1: Collectible Pokemon iPhone Case
• Combines collectibility and utility
• A product’s utility is the best way to standout on the interet
• Tap into current trends to leverage the zeitgeist

2) TikTok Shop is a game-changer:
• Scale through affiliate creators
• Brands pay $1,500-$2,500/month retainer
• Creators earn 20% commission on sales
"Kids aged 20-25 are making 10-25k/month off these commissions" - Oren

3) The power of creator communities:
• Discord channels like "Your First Dollar"
• Brands recruit creators for TikTok Shop
• Learn video creation, hooks, and editing
Pro tip: Brands can find pre-trained creators here

4) TikTok Shop success formula:
• Wide demographic reach
• Multiple creators across age/race/gender
• Leverage Amazon for fulfillment
Example: Goalie (gummy brand) offering Rolex, Lamborghini as affiliate incentives

5) Content creation golden rule:
• Provide saveable, shareable value
• Entertain (replace Netflix experience)
• Or fail
"So many people fall in that third bucket because they go say, I'm going to talk about my brand story" - Oren

6) TikTok vs Youtube:
• TikTok algo allows for hyper-specific targeting
• TikTok has wider reach than YouTube for niche products
• Youtube is a less direct sales driver
• Youtube is great for brand building
• Long-form content still valuable
Hot take: "YouTube as a primary sales driver for most businesses" is outdated

7) Oren's content creation philosophy:
• 1) Value 2)entertainment 3)brand story
• Tell stories, not just facts
• Create content people want to bookmark
• Focus on your area of expertise
"I want your director to drop it in the Slack channel and be like, why aren't we doing this?" - Oren

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