A creator engine from zero.
Optify makes Inositol+, a supplement for women's hormonal health, sold on Amazon and its own site. In April 2024 it had no TikTok account and no TikTok Shop. We set up both, built the creator program, and creators have posted more than 4,600 videos for it since.
Optify TikTok Shop · creator program
The starting point · April 2024
No TikTok account. No TikTok Shop. Zero creators.
Optify was an Amazon-first supplement brand in a category where every claim gets scrutinized. It needed creators talking about inositol on TikTok, and a shop for those videos to sell through, without anyone promising what a supplement can't.
What we did
Three moves, one engine.
01 / 03 · Launch · April to October 2024
A shop built right from day one.
We opened Optify's TikTok Shop through TikTok's agency partner onboarding instead of a cold application, set up its TikTok and Instagram accounts, and built the affiliate program the creators would sell through.
- TikTok Shop onboarding through TikTok’s agency partner team
- New TikTok and Instagram accounts for the brand
- Product listings and the affiliate program set up from scratch
- First creator videos live in October 2024
02 / 03 · Creators · 2025 to now
Samples to the creators who post.
A free sample only pays off if it turns into a video. We run always-on outreach through Euka and send samples to creators who actually post, so the program keeps producing instead of filling a warehouse of unopened boxes.
- Always-on creator outreach through Euka
- Sample approvals weighted toward creators with a posting record
- Follow-up until the video is live
- Returning creators brought back for new pushes
03 / 03 · Briefs · 2026
Briefs built for a regulated category.
Supplements can’t promise outcomes. Our creator briefs lead with the women Optify serves best, women with PCOS and women trying to conceive, and spell out what creators can say about inositol and what they can’t.
- Briefs built on Optify’s two strongest audiences
- Clear guardrails: support, never treat or guarantee
- One brief template every creator works from
What we found
Most videos won't sell. Volume finds the ones that do.
Of the 2,897 creator videos posted for Optify in 2026, 328 drove a sale. Nobody can pick those in advance, which is why the engine is built for volume and post rate, not a handful of hero creators.
Source: Euka, Optify US TikTok Shop, January 1 to October 8, 2026.
Views don't predict sales.
Among Optify's top-selling creator videos, one with 88,000 views sold more than one with 540,000. Big numbers on a single video say little about whether it will sell, so we judge creators on what they sell, not on how many views they get.
- 88K
- Views on a video that sold 52% more
- 540K
- Views on the video it outsold
Creator videos by year
From 100 videos to thousands.
Creator videos posted for Optify's TikTok Shop. 2026 passed all of 2025 in April.
What came next
The engine now works past TikTok. Starting October 2026, Optify's creators also make content that sends shoppers to its Amazon listing.
Services
Team: Hannah Collins (TikTok Shop strategy), Savannah Toth (shop launch and creator program), Zhala Habybbayly (creator outreach).
