Traditional “pay & pray” influencer deals are getting crushed by performance content. In this episode of The TikTok Shop Blueprint, we unpack the shift to creator-led growth—using product seeding, CPM-based deals, and affiliate engines to scale faster (and cheaper) than legacy media buys.
Our guest, Lukas Minkov (CEO, Payper & Media Labs), has worked with thousands of brands and helped drive $100M+ in TikTok Shop sales through his creator community. He breaks down the exact systems he uses to source, brief, and pay creators, then turn winning videos into repeatable GMV.
You’ll learn
Seeding at Scale: how to pick the right creators, sample efficiently, and post velocity.
CPM Playbook: when to pay flat CPM vs hybrid CPM + rev-share, typical ranges, and performance guardrails.
Affiliate Engine: recruiting, setting commission ladders, and keeping creators posting weekly.
Offer & Briefs: creative angles, hooks, and UGC briefs that consistently convert.
Pitfalls to Avoid: bad seeding targets, overpaying CPMs, and “single-video” thinking.
Who this is for
Brands and operators ready to replace guesswork with a CPM + affiliate content system that compounds—on TikTok Shop and beyond.
About the guest:
Lukas Minkov runs Payper & Media Labs, a creator growth machine powering nine-figure sales for brands through performance UGC and affiliates.
About the host:
Sebastian Nelson is the Co-Founder & CEO of Cruva.com (prev. UpTk) which is the leading affiliate outreach and management solution for brands on TikTok Shop.