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…



Kazuma Komura

Building | 20 | Design | Video Editing