The genius TikTok strategy behind the $11 million chocolate brand

The success behind the $11 million-dollar brand

Kazuma Komura
3 min readMay 13


Tabs • Sex Chocolate | Official Site — Tabs Chocolate

The media landscape is constantly evolving. With the advent of television, TV ads became the go-to method for direct-to-consumer (DTC) brands. However, the rise of social media saw some brands utilize dubious ads, thereby harming their credibility. The key to a successful brand lies in the right use of social media platforms, as illustrated by the $11 million chocolate brand.

Challenges with Micro-Influencer Marketing

Initially, the plan was to engage as many micro-influencers as possible on TikTok for organic reach. However, scalability proved to be a challenge. To overcome this hurdle, the brand shifted its strategy and decided to pay a flat retainer to a content creator to generate content on its behalf.

The Power of User-Generated Content (UGC)

Twitter has emerged as a treasure trove for finding content creators. These creators are paid between $1,000 and $3,000 per month to make 30 TikToks. The strategy is simple yet effective: create a viral video as the initial punch, then follow up with videos to drive sales. By responding to comments, the brand also managed to retarget its initial viewers for free.

The viral video should aim to grab attention and generate interest. The follow-up videos should delve into more details about the product, address any objections, and have a strong sales focus. The use of user-generated content also helped promote the product. Over time, the payment model was shifted from a flat fee to an affiliate model to reward top performers and mitigate risk.

Driving Sales with Affiliate Commission: A Game-Changer Strategy

The $11 million chocolate brand cleverly shifted from a flat-fee model to an affiliate commission structure to drive more sales. This model incentivizes content creators by offering them a share of the profits generated from the sales they drive. Essentially, the more sales the creators help generate through their content, the higher their earnings. This results in content creators being more invested in promoting the brand and its products, as their earnings are directly linked to the brand’s success. This strategy not only mitigates financial risk for the company but also stimulates the creators to produce more engaging and persuasive content as they are rewarded for the increase in sales. Consequently, the affiliate commission model has proven to be a highly effective method for driving sales and promoting the brand.

Promoting the Brand with Organic Content Creators and Paid Memes

In addition to leveraging content creators, the brand also used Discord tournaments with cash rewards and paid meme pages with millions of followers to post viral content across various social media platforms.

The Role of Social Snowball in Streamlining Influencer Marketing

Initially conceived as a method to turn customers into affiliates, Social Snowball now offers tools to facilitate influencer and affiliate marketing on a larger scale. This has significantly streamlined the process of managing influencers and affiliates.

The Value of Building a Personal Brand

Having a personal brand is a powerful tool that can help sell even average products. It also attracts talented contractors and agencies. It’s a testament to the power of personal branding and its impact on business growth and attracting investment.


The genius behind the $11 million chocolate brand’s TikTok strategy demonstrates the power of social media and the importance of leveraging it correctly. By navigating the challenges of micro-influencer marketing, harnessing the power of user-generated content, and building a personal brand, businesses can reach new heights of success.

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