{"id":"14322","date":"2024-05-07T12:43:23","date_gmt":"2024-05-07T19:43:23","guid":{"rendered":"https:\/\/blog.pickfu.com\/?p=14322"},"modified":"2024-05-10T20:18:27","modified_gmt":"2024-05-11T03:18:27","slug":"the-pickfu-podcast-with-john-aspinall-and-ian-sells","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/the-pickfu-podcast-with-john-aspinall-and-ian-sells\/","title":{"rendered":"The PickFu Podcast with John Aspinall and Ian Sells: the power of UGC and selling on TikTok"},"content":{"rendered":"\n<p>In the latest episode of The PickFu Podcast, host John Aspinall talked to special guest <a href=\"https:\/\/www.linkedin.com\/in\/iansells\/\">Ian Sells<\/a>. Ian has over a decade of e-commerce experience, has founded or helped grow several successful brands, and is the founder of <a href=\"https:\/\/www.milliondollarsellers.com\/\">Million Dollar Sellers<\/a>, a community of Amazon and e-commerce entrepreneurs generating between $1MM and $500MM per year.<\/p>\n\n\n\n<p>In the live episode, John and Ian dove into trends, best practices, and tools for succeeding in the e-commerce space \u2013 including taking advantage of user-generated content (UGC), tapping into the potential of TikTok Shop, and using consumer feedback to make data-driven decisions.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=qdrrLIypQKQ\">Watch the full episode here<\/a>, or you can just grab the key takeaways below.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"understanding-the-power-of-ugc\">Understanding the power of UGC<\/h2>\n\n\n<p>User-generated content (UGC) has become increasingly important for e-commerce businesses. It provides authenticity, builds trust with potential customers, and can significantly impact purchasing decisions.&nbsp;<\/p>\n\n\n\n<p>Here are some key points about UGC:<\/p>\n\n\n\n<ul>\n<li>UGC can take various forms, including images, videos, reviews, and testimonials from real customers.&nbsp;&nbsp;<\/li>\n\n\n\n<li>It helps potential buyers visualize how a product looks and performs in real-life scenarios.<\/li>\n\n\n\n<li>UGC can be leveraged on e-commerce platforms like Amazon, as well as social media channels like TikTok and Instagram.<\/li>\n\n\n\n<li>Businesses can collaborate with influencers, creators, and loyal customers to generate UGC for their products.<\/li>\n<\/ul>\n\n\n\n<p>As Ian noted, &#8220;When I&#8217;m searching for stuff like a kitchen spatula, I might go to Amazon, I&#8217;m in TikTok and search kitchen spatula or best kitchen spatula. And then check out videos of people saying this is the best kitchen spatula because it&#8217;s nonstick&#8230; <strong>That&#8217;s how people shop now.&#8221;<\/strong><\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"tiktok-shop-the-next-big-thing-in-ecommercenbspnbsp\">TikTok Shop: the next big thing in e-commerce?  <\/h2>\n\n\n<p>TikTok has rapidly emerged as a powerful platform for product discovery and e-commerce. Here&#8217;s why businesses should pay attention to TikTok Shop:<\/p>\n\n\n\n<ul>\n<li>TikTok&#8217;s algorithm is highly effective at surfacing content and products that resonate with users&#8217; interests.<\/li>\n\n\n\n<li>Viral TikTok trends often lead to spikes in product sales on platforms like Amazon.&nbsp;<\/li>\n\n\n\n<li>Businesses can leverage TikTok Shop to showcase their products through engaging videos, collaborating with creators, and utilizing relevant hashtags.<\/li>\n\n\n\n<li>TikTok Shop offers an affiliate program, allowing creators to earn commissions on product sales they drive.<\/li>\n<\/ul>\n\n\n\n<p><strong>&#8220;When things go viral on TikTok, your Amazon sales go viral as well,&#8221;<\/strong> Ian explained. &#8220;They spike up dramatically because a lot of people want to shop where they already have their credit card.&#8221;<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"using-pickfu-polls-to-make-datadriven-decisions\">Using PickFu polls to make data-driven decisions<\/h2>\n\n\n<p>PickFu is a powerful tool that allows e-commerce businesses to gather valuable insights from real audiences. During the podcast, John showed how PickFu polls can be used to:<\/p>\n\n\n\n<ul>\n<li>Test product packaging designs, images, and videos to determine which resonates best with the target audience.<\/li>\n\n\n\n<li>Evaluate the effectiveness of influencer\/creator content and determine which creators are most likely to drive conversions.&nbsp;&nbsp;<\/li>\n\n\n\n<li>Gather feedback on product ideas, features, and potential pivots to inform future product development.<\/li>\n\n\n\n<li>Analyze audience demographics and preferences to refine marketing strategies and messaging.<\/li>\n<\/ul>\n\n\n\n<p>Brands who are <a href=\"https:\/\/www.pickfu.com\/blog\/how-to-sell-on-tiktok\/\" class=\"ek-link\">selling on TikTok<\/a> can also use PickFu to test and optimize their product videos, including influencer choice, text\/titles, music\/voiceover, and more. <a href=\"https:\/\/www.pickfu.com\/results\/Ba758py29b-if-you-were-browsing\">Here\u2019s an example<\/a> of a poll asking an audience of TikTok users to choose which content creator they\u2019re drawn to most.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"1142\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1.png\" alt=\"\" class=\"wp-image-14326\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1.png 1600w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-420x300.png 420w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-970x692.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-768x548.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-1536x1096.png 1536w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-725x517.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-540x385.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-345x246.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-300x214.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-286x204.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-120x86.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-126x90.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1-129x92.png 129w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p>Here\u2019s another TikTok poll example, this time using an <a href=\"https:\/\/www.pickfu.com\/results\/Ha4peKMJeq-website-review\">Open-Ended poll<\/a> to ask the panel to watch a TikTok video and then share whether they would purchase from the creator. A few of the audience comments included:<\/p>\n\n\n\n<ul>\n<li>\u201cYes I would purchase from her. I think that she seemed reliable and sincere. I felt like she wasn&#8217;t trying to sell just any product. I think that she used it and it worked for her and she wants to help others like her out.\u201d<\/li>\n\n\n\n<li>\u201cNothing wrong with the creator and she does very well expressing her issues with eczema however, I\u2019m just not comfortable buying from creators. I prefer to go through stores like Amazon where I do have options for returning or credit if the product is not satisfactory to me.\u201d<\/li>\n\n\n\n<li>\u201cTo me, she keeps her eyes closed when she talks too much. I don&#8217;t really trust people that have to do that since it&#8217;s a sign of deception (I&#8217;m one of those analyzing people). The rest of the content on her page seems like all she does is shill products. I get the feeling she&#8217;s a sponsorship hound and doesn&#8217;t really care how it affects people as long as she gets paid for it.\u201d<\/li>\n\n\n\n<li>\u201cAfter seeing the TikTok video showcasing the effectiveness of the &#8220;The ocean healed my eczema&#8221; product, I would indeed consider purchasing items from this designer. The testimonials from satisfied customers, particularly the mention of 60.000 units sold, provide a strong testament to its efficacy. The fact that it&#8217;s specifically formulated for eczema and psoriasis-prone skin is reassuring, as it suggests a targeted approach to skincare concerns. Additionally, the affordability factor mentioned in the video, with coupons bringing the price down to $12, makes it accessible for those seeking relief from such skin conditions. Overall, the combination of positive reviews, targeted formulation, and affordability makes it a compelling choice for anyone dealing with eczema or psoriasis.\u201d<\/li>\n<\/ul>\n\n\n\n<p>Finally, John shared another poll example testing <a href=\"https:\/\/www.pickfu.com\/results\/alpfoCam43-beer-test-for-livestream-with-ian-sells\">beer packaging designs<\/a>, targeting a built-in panel of beer drinkers in the U.S. Audience comments included:<\/p>\n\n\n\n<ul>\n<li>\u201cI like this one as the color and design just pop out for me and get my attention right away.\u201d<\/li>\n\n\n\n<li>\u201cI prefer choice B because the design is more exciting. Stands out more on the shelves.\u201d<\/li>\n\n\n\n<li>\u201cOption B looks more fun and interesting. Option A looks like a red bull design &#8211; sort of.\u201d<\/li>\n\n\n\n<li>\u201cI like B best because it&#8217;s fun and entertaining. Very nice colors. A is harsh and looks for only a very specific crowd, like goth or alt or heavy metal. While I like that crowd, it&#8217;s not something I want everyday aesthetically.\u201d<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"1152\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image.png\" alt=\"\" class=\"wp-image-14325\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image.png 1600w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-417x300.png 417w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-970x698.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-768x553.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-1536x1106.png 1536w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-725x522.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-540x389.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-345x248.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-300x216.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-286x206.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-120x86.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-126x91.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2024\/05\/image-129x93.png 129w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p>Some key benefits of using PickFu polls include:<\/p>\n\n\n\n<ul>\n<li>Access to a diverse audience panel, allowing businesses to target specific demographics and traits<\/li>\n\n\n\n<li>Ability to gather qualitative feedback and insights, in addition to quantitative data<\/li>\n\n\n\n<li>Quick turnaround times, enabling businesses to make informed decisions quickly<\/li>\n\n\n\n<li>Cost-effective compared to traditional market research methods<\/li>\n<\/ul>\n\n\n\n<p>As John emphasized: <strong>&#8220;Your CEO or creative director doesn&#8217;t know best \u2013 data knows best.&#8221;<\/strong><\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"best-practices-for-ecommerce-success\">Best practices for e-commerce success<\/h2>\n\n\n<p>Throughout the podcast, Ian and John shared several best practices for e-commerce businesses:<\/p>\n\n\n\n<ul>\n<li><strong>Always be testing: <\/strong>&#8220;You should continue to test and see if you can continue to improve your conversion rates, your reviews, your imagery,&#8221; Sells advised.<\/li>\n\n\n\n<li><strong>Understand your audience: <\/strong>Know your target audience intimately, including their preferences, pain points, and purchasing behaviors, to create more effective messaging and campaigns.<\/li>\n\n\n\n<li><strong>Leverage multiple platforms: <\/strong>Don&#8217;t rely solely on a single platform like Amazon or TikTok. Diversify your presence across multiple channels to reach a wider audience and mitigate potential risks.<\/li>\n\n\n\n<li><strong>Embrace authenticity: <\/strong>Consumers crave authenticity, so prioritize UGC and genuine creator partnerships over overly polished, staged content.<\/li>\n\n\n\n<li><strong>Be data-driven:<\/strong> Use tools like PickFu to gather real-world data and insights from your target audience, rather than relying solely on gut instincts or assumptions.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>By implementing these best practices and leveraging the power of UGC, TikTok Shop, and PickFu polls, e-commerce brands can stay ahead of the curve, make informed decisions, and drive sustainable growth.<br>You can <a href=\"https:\/\/www.youtube.com\/watch?v=qdrrLIypQKQ\">watch the full episode here<\/a> for more insights from Ian, and follow our <a href=\"https:\/\/www.youtube.com\/channel\/UC-Mz7iSjPJiHF9PgsJTYxiA\">YouTube<\/a> and <a href=\"https:\/\/www.linkedin.com\/company\/pickfu\/\">LinkedIn<\/a> pages to catch future episodes \u2013 we go live every Thursday at 12pm Eastern with a new guest!<\/p>\n","protected":""},"excerpt":{"rendered":"<p>In the latest episode of The PickFu Podcast, host John Aspinall talked to special guest Ian Sells. Ian has over a decade of e-commerce experience, has founded or helped grow &#8230;<\/p>\n","protected":""},"author":"42","featured_media":"14324","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["627"],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The PickFu Podcast with John Aspinall and Ian Sells: the power of UGC and selling on TikTok - The PickFu blog<\/title>\n<meta name=\"description\" content=\"Host John Aspinall talks to Million Dollar Sellers founder Ian Sells about UGC, TikTok Shop, best practices for e-commerce growth, and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.pickfu.com\/the-pickfu-podcast-with-john-aspinall-and-ian-sells\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The PickFu Podcast with John Aspinall and Ian Sells: the power of UGC and selling on TikTok - 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