Iñigo Rivero: How TikTok Converts Viewers Into Customers?

Iñigo Rivero is the co-founder of House of Marketers and a former early TikTok Europe team member who helped transform the app from a lip-syncing platform into a global content powerhouse. We spoke about how he built a 50-person remote agency by turning short-form creativity into measurable results for brands.

After leaving TikTok, Iñigo noticed that “brands didn’t know how to actually succeed on TikTok,” and decided to fill that gap. His journey began as a sales-driven professional who saw the potential of creator marketing before most. By pairing influencer storytelling with performance tracking—through “hybrid compensation models, coupon codes, and pixel-based attribution”—he helped brands convert curiosity into conversions.

Rivero shares clear rules for success: hook viewers in the first three seconds using emotion and surprise, join trends early but adapt them to your brand voice, and treat TikTok as a search engine by using spoken and captioned keywords. As he puts it, “TikTok thrives on novelty, so keep evolving.”

For entrepreneurs and marketers, his story offers a grounded blueprint: combine authenticity, agility, and analytics—and say yes when opportunity knocks.

Key takeaways

Hook viewers emotionally within the first three seconds.Join trends early and tailor them to your brand’s niche.Use captions and spoken cues to boost TikTok SEO visibility.Rotate influencers and formats to prevent audience fatigue.Track ROI with hybrid pay, coupon codes, and pixel attribution.Build trust by co-creating content with micro and nano influencers.