Common Thread Collective @CommnThreadCo
Common Thread Collective is an ecommerce growth agency, helping DTC brands that are doing 7-9 figures in annual online revenue. linktr.ee/commonthreadco… Earth Joined April 2015-
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Revenue is 10% ahead of plan, but contribution is 15% behind. When your media buyer asks to scale for Black Friday, which number drives the call? Agree on that in October so a strong sales day doesn’t become the entire argument for spending more.
Everyone asks me about live selling on TikTok Shop and if there brand should be doing lives...the short answer is yes but most brands are doing lives the wrong way! Most brands are working with an agency or building an in house polished setup where everything is super brand focused and aligned The only problem with that is it's extremely expensive, Hard to scale because of costs of talent, materials, etc..and most importantly it almost never brings an ROI! As we know it Tiktok Shop is a volume game of getting as many affiliates and videos on the affiliate side so wouldn't the same principal apply to Lives as well since it's still an algorithm? I've seen a problem happen over and over again with brands getting frustrated with live performance as it rarely ever brings an ROI they just do it because it's what Tiktok and their agency is telling them to do That's why at TBAR Partners powered by Common Thread Collective we have created a live offering that nobody else in the space has done to focus purely on performance not some polished set that is expensive to produce! Our entire focus is volume of live hours and having real affiliate with real live experience all over the country go live on the brands page with their own setup. It's real, authentic and brings an ROI as we can produce lives at a much cheaper rate than anyone else in the space. I'm very bullish that we will see lives head this direction and we are the 1st agency to have the systems in place to offer this at scale so if you're a brand upset about your live agencies performance or if you've been on the fence about lives because it's too expensive, send me a DM let's chat!
Higher ad spend during Black Friday can be the right call if the volume justifies it. The decision gets harder when you’re looking at 47 lines on a P&L. @TaylorHoliday breaks it into four buckets so you can see where the money goes and what to do next.
Yesterday’s BFCM BOOTCAMP Hosted by @iamshackelford @TaylorHoliday @CommnThreadCo Highlight: Meeting Taylor’s Doggo Jackie Highlight #2: Getting some hands on support finalizing BFCM offers with @itslukeaustin Highlight #2.0: Catching up with @iamshackelford and getting an inside look on what brands are running and winning at.
The TBAR crew has been keeping busy since joining CTC, and we're loving the extra firepower for TikTok Shop. We're not the only ones celebrating, either. A few familiar faces from HexClad, Grüns, Ridge, and Realsy sent some love to @TylerBrechbiel, @alexrudolphh, and the team. 👇
Welp, the plan wasn't to announce this early, but here we go... SHOPPS, collectible cards, celebrating some of the most impactful business leaders in ecom. Only 1,000 packs available. None will be sold. Coming soon...
Marketing is gonna hate me for this leak… But I’m too excited. #SHOPPS Season 1 dropping so soon.
Marketing is gonna hate me for this leak… But I’m too excited. #SHOPPS Season 1 dropping so soon.
Tune in here → youtube.com/watch?v=HH75fD…
Before adding a free gift to your holiday offer, work out how much a customer needs to spend for the order to stay profitable. @itslukeaustin breaks it down on today’s The Ecommerce Playbook.
We’re building this OC community Brick by Brick
Marketing here. For someone who loves a forecast, this was not in ours...
Marketing is gonna hate me for this leak… But I’m too excited. #SHOPPS Season 1 dropping so soon.
You can make hundreds of Black Friday ads and still run short on creative in November. If evergreen accounts for 70% of your spend, focusing production on BFCM promotions leaves most of your budget dependent on existing ads. Your creative pipeline should reflect where the money is going, so evergreen testing needs to keep moving even as holiday production ramps up.
3 TikTok Shop mistakes you might be making 👇
There's a ton of brands that fail at Tiktok Shop every single day, and here's the 3 most common mistakes I see them making: 1. Not Enough Volume Tiktok Shop is a volume game! You're dealing with an algorithm and nobody knows what works in that algorithm so it's a probability
This is what the TikTok Shop halo effect looks like in actual data 👇
Everyone on TikTok Shop talks about the halo effect but no one has put real numbers behind what the halo effect actually is so we ran multiple incrementality tests across multiple clients Here's what we found for 2 brands that are complete opposites: 1. 9 figure
Shoppers shouldn’t need a calculator to understand your Black Friday offer. On today’s The Ecommerce Playbook, @JoySharma_11 explains why he favors simpler discounts and where offers rank among five holiday prep priorities. Watch the episode here → youtube.com/watch?v=WPAvZR…
Creative gets easier to scale when the way you produce it is tied to the way you pay for it. Creator networks can generate more assets without forcing the brand to absorb the same upfront production cost on every attempt. Then, once something proves it can sell, more dollars can move behind the winner. Taylor compares that model to consignment: the brand gets more shots on goal without carrying the full cost of every miss.
The best Q4 brands have one thing in common: They're boring in November. No scrambling. No pivoting. No emergency creative requests. Just execution of decisions they made in October.
That’s why strong ROAS alone isn’t a reason to spend more. Estimate sales without a budget increase. Then calculate how many extra orders you’d need to cover the added ad spend and the other costs of those orders. Can the extra spend realistically deliver that many?
Black Friday ROAS can give ads credit for purchases customers had already decided to make. Someone may click your ad after waiting weeks for the sale. That click doesn’t prove the ad changed their decision to buy.
“We’ll make it up in volume” is doing a lot of work in a Cyber Five plan. How many extra orders would that actually take? If your offer needs a record week just to deliver your usual profit, it deserves another look.
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