Chase FisherFounder, Affiliate Automated · Architecting Human UGC Systems That Scale to 400+ Daily Videos | BOF Performance | TikTok Shop Partner

This is exactly how GMV max works

15 Apr 2026 · 1 min

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Chase Fisher explains how GMV Max distributes a brand's daily budget across affiliate creators using a cloud-and-bucket metaphor. Videos with more clicks and watch time get larger budget allocations. Target products with high ad spend but few competing creators, like Ghost Energy's $1,000-per-day budget on TikTok Shop, to capture a bigger share.

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Think of GMB Max as like a cloud. And let's say, you know, however much rain is in the cloud is how much the brand is spending on ads. Let's say Ghost Energy on TikTok Shop is spending $1,000 a day on ads. Every affiliate, right? This is a cloud of rain. Every single affiliate promoting it is a bucket. The better the video is, the bigger their bucket is. So if the video gets a lot of clicks, the bucket starts to get bigger. It's going to get more rain. If people are watching the video for longer, if it's performing better, the bucket continues to get bigger. So it's just going to get more ads behind it, which is going to get it more views and more sales. Now, if you're the only bucket, In this situation, the rain can only go into you. And so when you find products that are spending, let's say, $10,000 a day, but they have so many different people promoting it, your video, your bucket here has to be very big. Your video has to be really good to beat all these people. But if you can find people that are— there's a lot of ad spend, but maybe there's not many buckets at all. Really easy to get that ad spend, which is going to give you more views and more sales.