How a TikTok creator earns six figures with a 3-second opening line

Talon Krebs earned six figures last year promoting products on TikTok Shop, according to a 1099 tax form reviewed by Business Insider. He says the key is the hook, the first few moments of a video that make a scroller stop and watch. He started with less than $500.

What a hook is

A hook is the opening of a video. It is built to grab attention, point to a problem, or make people curious enough to keep watching. Krebs is a full-time TikTok Shop affiliate. That means he promotes products on the app and earns a commission when shoppers buy through his links.

One of his most successful videos, for a digital business card, opened with: "Business cards are officially a thing of the past." Krebs said the line was somewhat controversial, but it got attention. Another video, with 8.5 million views, opened with: "Want to win Father's Day this year? Get him a spinning whiskey glass."

Why a hook is not enough

A hook may get someone to watch, but it does not guarantee a sale. Krebs said a video has to show how a product solves a real problem for the viewer. It also has to feel genuine. He said that is harder to do through a video in an app than in person, and that promoting products he already uses or believes in makes it easier.

How he builds each video

Krebs keeps videos short, usually 30 to 50 seconds. He thinks of each one as a loop with three parts.

• The hook opens the video.
• The middle explains or demonstrates the product.
• A call to action closes it.

The cost and the catch

Krebs calls TikTok Shop one of the most profitable business models he has seen. Startup costs can be low, he said, especially for someone who already has products at home that are sold on the platform and a phone that can film video.

The work is a numbers game. He posts up to 30 videos a day across three accounts. One account is just for "throwing stuff at the wall, trying things." Some products that look promising do not sell, and some videos go nowhere. "I just have to humble myself, and onto the next," he said.

What to take from it

Krebs does not focus on daily views or earnings. He focuses on what he can control: researching products, studying successful video formats, filming, editing and posting consistently. Results, he said, often show up weeks later. His own six-figure result is one person's account, and he says many videos earn nothing. The article does not say how typical his income is.