House of Marketers Co-Founder Íñigo Rivero joins Eitan Koter on Commerce Untold to break down why TikTok outperforms Instagram for sales, how TikTok Shop is changing the game, and what brands get wrong about influencer marketing.
Our very own Íñigo Rivero, Co-Founder and Managing Director of House of Marketers, recently sat down with Eitan Koter on the Commerce Untold podcast for a conversation that any brand serious about TikTok needs to hear.
The episode, titled “Why TikTok Beats Instagram for Sales,” dives into why TikTok has evolved far beyond a place for dance trends and viral moments. It’s now one of the most powerful sales channels available to brands today.
What They Covered
Íñigo and Eitan got into the real stuff, the kind of insights that come from being in the TikTok ecosystem since the very beginning. Here’s a taste of what they explored:
- Why most brands still get influencer marketing wrong and what actually moves the needle when it comes to driving revenue, not just views. (If you’re rethinking your approach, our influencer marketing strategy guide is a great place to start.)
- Authenticity over polish. Why raw, creator-driven content consistently outperforms big-budget productions on TikTok.
- The TikTok algorithm advantage. How even new or smaller brands can get serious visibility without a massive following.
- TikTok Shop and the rise of social commerce. What’s working right now and how brands can tap into it to scale. (To understand how discovery is shifting, read our guide on what social search is and why it matters.)
- Going international through TikTok. How brands are using the platform to break into new markets, and why understanding local audiences is everything.
K-beauty is a perfect example. See how brands like Laneige and Beauty of Joseon used TikTok to go global in our piece on how TikTok is driving the Korean cosmetics trend worldwide, or check out our lessons from 13 K-beauty campaigns that drove over 200M+ views.)
Why This Matters
Íñigo has been part of the TikTok story since the early days. He was one of TikTok’s first EMEA employees before co-founding House of Marketers in 2020. That insider experience means he sees things most marketers miss, and this conversation is a great example of that perspective in action. (Want to see that expertise applied? Check out how we helped StickerBox AI generate $300K in revenue in just 90 days, or how we scaled LG H&H’s K-beauty brands on TikTok to 23M+ views.)
Whether you’re just getting started with TikTok or looking to sharpen your strategy, this episode is packed with actionable takeaways. For even more insights, explore our 2026 TikTok Influencer Strategy report and our roundup of social media marketing predictions.
Listen Now
Catch the full episode on your favourite platform:
Or head straight to the episode page: 202. Why TikTok Beats Instagram for Sales ft. Íñigo Rivero
Want to learn more about how House of Marketers helps brands win on TikTok? Explore our influencer marketing services or get in touch with us. We’d love to chat.