The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this episode of the e-commerce marketing podcast, host Arlen Robinson speaks with Nikki Lindgren, founder of Pinnock Digital, about the booming landscape of TikTok advertising, particularly for beauty brands. They discuss Nikki’s journey to founding her agency, the importance of authenticity in marketing, and the strategies that lead to successful TikTok campaigns. The conversation also covers common pitfalls brands face in TikTok advertising and the creative approaches that can enhance ad performance. Nikki shares insights on the evolving nature of influencer partnerships and the significance of setting clear expectations with clients.
Key Episode Takeaways:
- TikTok is a viable channel for brands now and in the future.
- Nikki’s journey from corporate to agency life highlights the importance of adaptability.
- The beauty niche has seen significant success on TikTok due to its visual nature.
- Brands targeting Gen Z and Gen Alpha benefit from TikTok’s low-cost advertising.
- High average order value products may not perform well on TikTok.
- The halo effect of TikTok can boost brand awareness even without direct sales.
- Authenticity and creativity are key to successful TikTok marketing.
- Low-fi, user-generated content resonates best with TikTok audiences.
- Clear expectations with clients are essential for successful campaigns.
- Brands must diversify their marketing strategies beyond paid ads.
For show transcript highlights, past guests, and more, visit: https://www.ecommercemarketingpodcast.com
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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Nikki Lindgren is the Founder and Managing Partner at Pennock Digital, a boutique performance agency focused on scaling ecommerce brands—especially in the skincare space. Drawing on years of experience across in-house and agency roles, Nikki launched Pennock to bring high-touch expertise to brands navigating paid media, with a particular strength in TikTok advertising. Although her roots trace back to a small town in Minnesota, Nikki now helps fast-growth brands unlock digital success from her base in San Francisco.
In this episode, Nikki shares why TikTok has become a game-changing platform for ecommerce, especially for brands with lower price points and Gen Z audiences. She explains how to assess whether TikTok Shop and ads are a fit for your business, the importance of creative testing, and why low-fidelity content is still king. With tactical insight into creator partnerships, paid performance strategies, and common mistakes to avoid, Nikki delivers a must-listen guide for any brand exploring TikTok in 2025.
Key Topics Discussed
- How Pennock Digital helps brands scale with paid ads, especially on TikTok
- Which brands should (and shouldn’t) invest in TikTok Shop and advertising
- Why low-fi, behind-the-scenes content still performs best on TikTok
- The real impact of TikTok ads on brand awareness—even without direct conversions
- How to test TikTok performance with top SKUs and small budgets
- Creative tips: how often to refresh content and what makes a great TikTok ad
- Common mistakes brands make when launching TikTok campaigns
- Why creators are powerful—but also why their impact may be peaking
- When high AOV or complex products don’t work well on TikTok
Time Stamps
[00:02] – Intro to Nikki Lindgren and her journey from Pottery Barn to Pennock Digital
[02:40] – Why she launched her agency and how it grew from consultancy to boutique team
[05:16] – How Pennock carved out a niche in skincare and beauty
[08:31] – Why TikTok became a must-have platform for the agency’s clients
[11:56] – Which brands shouldn’t invest in TikTok ads (e.g. high AOV or complex buying processes)
[13:50] – Can TikTok be used for brand awareness, not just direct sales?
[15:24] – What makes TikTok more effective than Meta or Google for some brands
[17:32] – The power of TikTok Live and behind-the-scenes content
[20:30] – Case study: How a beauty brand grew with creator-led shades
[23:33] – The future of creator marketing and why intentionality matters
[25:08] – Tips for high-performing creative on TikTok (and how often to refresh content)
[28:52] – Common mistakes in TikTok strategy (and marketing overall)
[31:55] – Fun Fact: Nikki once dreamed of being a professional snowmobile racer!
[33:03] – Where to connect with Nikki and learn about Pennock’s $30K ad co-investment offer
