What Segments are
A segment is a saved group of creators defined by what they have actually done with your brand, not just who they are. Where the Creator Database filters the whole TikTok Shop universe, Segments slice the creators already in your world: people you sampled, people who posted, people who churned, people who are quietly driving most of your revenue.
Once a cohort exists, you point an Outreach Sequence or a campaign at it. The whole point is that the message matches the moment. Someone holding your product who never filmed needs a nudge. Someone who posted once and disappeared needs a reason to come back. A top affiliate needs a reward, not a pitch.
Why Segments matter
Most brands treat their creator list as one undifferentiated pile and send everyone the same message. That wastes the most valuable asset you have: creators who already know you, already have your product, or are already making you money. Segments turn that pile into targeted plays.
- You already paid to acquire them. Every sampled creator cost you product and shipping. Re-engaging a churned creator is far cheaper than sourcing and converting a cold one.
- The right message lands. A generic blast to your whole base reads as spam to the people who matter. A cohort-specific offer reads as relevant.
- Behavior predicts GMV. A creator who posted once is far more likely to post again than a cold prospect is to post at all. Segments let you concentrate effort where conversion is highest.
Segments in action
These are the cohorts brands run most often. Each one gets its own sequence, offer, and cadence.
| Segment | The situation | The play |
|---|---|---|
| Sampled, never posted | Creator requested and received a sample but has not filmed anything yet. | Run an incentive sequence to get them off the fence: a posting bonus, a deadline, or a reminder that the product is already in their hands. |
| Posted once, then churned | Creator posted a video, then went quiet for 30+ days. | Win them back. They already have product, so gamify it: invite them to a contest, pull them into your brand Discord, and give them a reason to start posting again. |
| Revenue-generating creators | Creators actively driving GMV for your shop. | Reward and amplify. Run a contest just for this group, offer higher commission tiers, and track the lift with the Campaigns feature. |
| Custom segments | Any cohort your program needs: by niche, GMV tier, country, language, follower size, or sample status. | Build the filter once, save it, and re-engage that exact group whenever you have something relevant to send. |
Want to see a win-back segment built for your shop?
We'll build a churned-creator cohort from a sample of your data, attach a re-engagement sequence and a contest, and walk through how to track the lift. No deck.
How Segments work
- Build a segment from any combination of behavior and profile filters: sample status, post count, days since last post, GMV tier, niche, country.
- Save it. The segment stays live and updates as creators move in and out of the cohort.
- Attach an Outreach Sequence (email or TikTok DM) or point a campaign at it.
- Tailor the message and offer to the moment that cohort is in. Incentive for first-timers, win-back contest for churned, reward for top earners.
- Launch, then watch the cohort move. Re-engage again whenever you have a new reason to reach out.
What you actually get
- Behavior-based cohorts built from sample status, post count, days since last post, and GMV, not just audience size.
- Pre-built segments for the common plays: sampled-never-posted, one-time posters, churned creators, top affiliates.
- Fully custom segments from any filter combination, saved and reusable.
- One-click handoff to Outreach Sequences so a cohort becomes a tailored email or TikTok DM sequence instantly.
- Direct tie-in to Campaigns so you can run a contest against a segment and track its GMV separately.
- Live cohorts that update as creators change behavior, so a win-back segment always reflects who actually churned.
