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Colin McGuire is the co-founder of Boomn and the CEO of Glimmr. Follow Colin on X at https://x.com/colinvmcguire.
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TikTok views don’t always equal profit—but they can unlock massive growth. In this episode, Colin McGuire of Glimmer breaks down how 40 million TikTok views in 96 days turned a small haircare brand into a cultural force that landed on shelves at Target and beyond.
Colin explains why TikTok Shop is rarely a profit engine on its own, but how it can serve as a break-even growth flywheel that fuels cultural relevance, media coverage, and retail buyer interest.
You’ll learn the exact tactics Glimmer used: affiliate seeding, influencer bursts, GMV Max amplification, and micro-influencer flywheels - to engineer virality and parlay it into retail expansion.
If you’re an eCommerce operator weighing where to invest next, this conversation reveals how TikTok Shop impacts not just DTC revenue, but also Meta performance, Amazon sales, and long-term retail strategy. It’s a candid look at the tradeoffs between profitability, virality, and sustained brand growth.
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CHAPTER TITLES:
00:02:00 - How I Grew Glimmr
00:07:01 - Importance of Community For Beauty Products
00:10:06 - The Impact of TikTok Viewership
00:17:55 - When The Revenue Doesn’t Match The Views
00:22:23 - The Issues With TikTok Shop
00:27:07 - Ad Tactics vs Brand
00:33:41 - Selling Products In Target
00:35:57 - Colin Breaks Down His TikTok Strategy
00:44:21 - Using Affiliate Influencers For Awareness
00:48:19 - Let Your Product Speak For Itself
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ADMISSION
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FOLLOW UP WITH ANDREW
X: https://x.com/andrewjfaris
Email: podcast@ajfgrowth.com
Work with Andrew: https://ajfgrowth.com
