Driving Growth with TikTok Marketing

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10

Darius Mora (CMO at Reflectly - self-care app) shares his recommendations on leveraging TikTok for paid acquisition, organic and influencer marketing.

Source:
Driving Growth with TikTok Marketing
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
September 23, 2020
Added to the Vault on:
September 27, 2020
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💎 #
1

When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.

03:10
💎 #
2

For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.

03:34
💎 #
3

Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

04:59
💎 #
4

Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

05:09
💎 #
5

Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

07:35
💎 #
6

TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.

08:24
💎 #
7

Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

11:47
💎 #
8

If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

12:20
💎 #
9

Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

19:56
💎 #
10

Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

21:15
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  • Define your preferred categories and receive new relevant gems directly in your inbox
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💎 #
1

When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.

03:10
💎 #
2

For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.

03:34
💎 #
3

Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

04:59
💎 #
4

Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

05:09
💎 #
5

Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

07:35
💎 #
6

TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.

08:24
💎 #
7

Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

11:47
💎 #
8

If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

12:20
💎 #
9

Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

19:56
💎 #
10

Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

21:15
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💎 #
1

When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.

03:10
💎 #
2

For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.

03:34
💎 #
3

Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

04:59
💎 #
4

Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

05:09
💎 #
5

Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

07:35
💎 #
6

TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.

08:24
💎 #
7

Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

11:47
💎 #
8

If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

12:20
💎 #
9

Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

19:56
💎 #
10

Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

21:15
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Become a member to:
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  • Discuss key insights (and any other mobile growth topic) in the member-only community.
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Notes for this resource are currently being transferred and will be available soon.

Darius/Reflectly's experience:

Here is Darius' course on Udemy.

PAID

Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.


Targeting

[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.


[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.


TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.


Creatives

When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.

[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

Text overlays help.

Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.

People scroll very fast, so catch attention in the first 1-2 seconds.


ORGANIC

Incredibly powerful even when you're using it organically.

[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

Consistency is rewarded.

[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).

Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores

Having videos without words or language can help you gain virality globally.

If you show just your product it won't work, you need to show your face.


INFLUENCERS

Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.

[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.

[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

Q&A

What's the maturity of TikTok?

  • It's going to get very saturated, but we're not there yet. Opportunity is still very big, it's still the most underrated platform. The opportunity might be bigger for non-US markets.

Views vs. Likes, what's best?

  • Both are still vanity metrics. You should care about revenue and real business metrics.

How to make a company profile personal while pushing your product?

  • For your company profile you can get people's attention by talking about things around your product and once in a while drop a more promotional video. Provide as much value as possible. Example of granola bar where the CEO talks about the product.

What kind of team do you need?

  • Can vary, but it's important to have someone relevant to your target audience. For Reflectly one of the employees is a better match.

Can brands access licensed music

  • [💎 @19:56] Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

Verified sign

  • [💎 @21:15] Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

Hashtags

  • Hashtags are different from Instagram where it's for discoverability. Hashtags tells the algo where the video should be displayed. Use relevant hashtag for the video: if you use a trending hashtag with no relevance you might be displayed but you'll have low intent from users so it will hurt you down the line.

Scale?

  • Similar reach as similar as FB and especially Instagram. Maybe not there yet but will be.
  • Growth is insane.

Traffic from new sources

  • Post in volume if you want to grow organically. Could spend 10x a day: quantity over quality.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Darius/Reflectly's experience:

Here is Darius' course on Udemy.

PAID

Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.


Targeting

[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.


[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.


TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.


Creatives

When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.

[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

Text overlays help.

Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.

People scroll very fast, so catch attention in the first 1-2 seconds.


ORGANIC

Incredibly powerful even when you're using it organically.

[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

Consistency is rewarded.

[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).

Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores

Having videos without words or language can help you gain virality globally.

If you show just your product it won't work, you need to show your face.


INFLUENCERS

Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.

[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.

[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

Q&A

What's the maturity of TikTok?

  • It's going to get very saturated, but we're not there yet. Opportunity is still very big, it's still the most underrated platform. The opportunity might be bigger for non-US markets.

Views vs. Likes, what's best?

  • Both are still vanity metrics. You should care about revenue and real business metrics.

How to make a company profile personal while pushing your product?

  • For your company profile you can get people's attention by talking about things around your product and once in a while drop a more promotional video. Provide as much value as possible. Example of granola bar where the CEO talks about the product.

What kind of team do you need?

  • Can vary, but it's important to have someone relevant to your target audience. For Reflectly one of the employees is a better match.

Can brands access licensed music

  • [💎 @19:56] Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

Verified sign

  • [💎 @21:15] Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

Hashtags

  • Hashtags are different from Instagram where it's for discoverability. Hashtags tells the algo where the video should be displayed. Use relevant hashtag for the video: if you use a trending hashtag with no relevance you might be displayed but you'll have low intent from users so it will hurt you down the line.

Scale?

  • Similar reach as similar as FB and especially Instagram. Maybe not there yet but will be.
  • Growth is insane.

Traffic from new sources

  • Post in volume if you want to grow organically. Could spend 10x a day: quantity over quality.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Darius/Reflectly's experience:

Here is Darius' course on Udemy.

PAID

Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.


Targeting

[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.


[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.


TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.


Creatives

When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.

[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.

[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.

Text overlays help.

Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.

People scroll very fast, so catch attention in the first 1-2 seconds.


ORGANIC

Incredibly powerful even when you're using it organically.

[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.

Consistency is rewarded.

[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).

Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores

Having videos without words or language can help you gain virality globally.

If you show just your product it won't work, you need to show your face.


INFLUENCERS

Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.

[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.

There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.

[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.

Q&A

What's the maturity of TikTok?

  • It's going to get very saturated, but we're not there yet. Opportunity is still very big, it's still the most underrated platform. The opportunity might be bigger for non-US markets.

Views vs. Likes, what's best?

  • Both are still vanity metrics. You should care about revenue and real business metrics.

How to make a company profile personal while pushing your product?

  • For your company profile you can get people's attention by talking about things around your product and once in a while drop a more promotional video. Provide as much value as possible. Example of granola bar where the CEO talks about the product.

What kind of team do you need?

  • Can vary, but it's important to have someone relevant to your target audience. For Reflectly one of the employees is a better match.

Can brands access licensed music

  • [💎 @19:56] Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).

Verified sign

  • [💎 @21:15] Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.

Hashtags

  • Hashtags are different from Instagram where it's for discoverability. Hashtags tells the algo where the video should be displayed. Use relevant hashtag for the video: if you use a trending hashtag with no relevance you might be displayed but you'll have low intent from users so it will hurt you down the line.

Scale?

  • Similar reach as similar as FB and especially Instagram. Maybe not there yet but will be.
  • Growth is insane.

Traffic from new sources

  • Post in volume if you want to grow organically. Could spend 10x a day: quantity over quality.