TikTok Shop for Creators: Open vs Targeted Campaigns Done Right

Dan Albert, co-founder of 456 Growth, breaks down the two collaboration types every brand needs to run on TikTok Shop for Creators: open campaigns and targeted campaigns, and explains why confusing their purpose is a costly mistake. Open campaigns work like a waterfall, pulling in early-stage GMV drivers who may be unfamiliar with the product but can become evangelists at scale. Targeted campaigns, by contrast, should be reserved for a core army of historically high-performing creators, approached through close communication with offers like exclusive launches, elevated commission rates, and content opportunities that are not oversaturated by thousands of creators shooting the same shot. Dan argues that brands too often let operational constraints, such as limited product seeding budgets, dictate which campaign type they run, when the real deciding factor should be where a creator sits in their TikTok Shop journey.

Watch to learn how to structure both campaign types so each one actually does the job it was built for.