622: How Live Selling Is Crushing Traditional E-commerce With Gracey Ryback

The conversation explores strategies for e-commerce brands to leverage short-form video content, particularly on TikTok, to drive sales and brand awareness. Gracey Ryback, an Amazon influencer and content creation expert, emphasizes TikTok's potential as a top-of-funnel platform, advocating for repurposing content across multiple platforms. She highlights the importance of balancing "reach" content, which capitalizes on trends, with "nurture" content that shares the brand's story and values. Ryback suggests that while organic reach is declining, TikTok Shop offers opportunities to connect with influencers and boost Amazon sales through the halo effect, even if direct TikTok sales are limited. She advises brands to prioritize demonstrable, affordable products and to focus on building relationships with a select group of high-performing influencers.