Posted on March 2, 2023 by Kyle Torres
The time has come to discuss advertising on TikTok. My opinion of TikTok advertisements has likely been made clear by now. In general, I have a lot of faith in TikTok as a platform and anticipate its meteoric rise to prominence. I dismissed it as a useless venue for dancing youngsters and didn’t expect any of our customers to frequent it. Why then the sudden shift? Now, let’s hear a quick tale.
It’s a tale I’ve told before and will tell again. Our November 2021 launch of TikTok advertisements proved to be reasonably fruitful. When we hit $1,000 per day in expenditures, I fully expected us to reach our limit in the first quarter of this year. I didn’t think any of our clients used it. I assumed they were too old for TikTok, and that the makeup tutorials featured there would be more akin to drag queens’ routines than to our natural, minimal approach. But why the shift now?
I’ll never forget the 20 minutes I spent talking to Gary Vee. Since he is a “family friend,” Bobbi and I were able to “pick his brain” about how to best approach Jones Road’s content. Observing his mind at work was fascinating, and if you’re wondering whether or not he’s the same person off of TikTok as he is on it, the answer is yes. His face lit up and he said, “TikTok,” when we explained our goals and challenges. He paused for a second, and then said, “You have to go all in on TikTok. Put together a team of four people and have them crank out TikTok. Make sure you’re updating your TikTok at least four times daily. TikTok can be your ticket to a $100 million fortune.
To begin with, I have faith in TikTok’s potential as a platform. Their meteoric rise and subsequent acceptance by the masses has been nothing short of remarkable. Simply put, it has excellent content. If you’re not into the drama unfolding in your local Facebook groups, Facebook is a waste of time, and Instagram makes me feel inadequate. Both sites use deterrents to keep users hooked.
Conversely, I always have a better mood after spending some time on TikTok. In the time it took me to write the previous sentence, I received a clip from the All in Podcast, an advertisement for Athletic Greens (OK, we all get those), and a clip from a start-up or technology-related video. If you know me, you’ll realise that’s almost perfect; all that’s missing is a golf video and some sort of crypto.
The algorithm is incredible, and the writing is inspiring as well. In my brief two minutes on the stage, I was able to take away new knowledge and enjoy some humour. It’s good for them, and you probably want potential customers to be in a good mood before you ask them to buy something. If I could, I would.
The for you page essentially contains all the value of TikTok, along with the content. Now that Facebook ads are more difficult and expensive to run, expanding a brand’s audience is the biggest challenge it faces today.
Watch Triple Whale’s TikTok and Facebook Live demonstrations to learn how we help direct-to-consumer brands grow.
From my perspective, TikTok is doing almost everything right, which stands in stark contrast to the way Facebook Meta functions. They realise that one key to their success is making their platform user- and brand-friendly for content creators. Take advantage of the streamlined process for displaying Spark advertisements with an authorization code. Whitelisting on Facebook can be difficult to explain to influential people.
Our current daily budget is around $7k, and it’s increasing weekly. About half of our current advertising budget goes towards Facebook. So, which one is faring better?
The Triple Whale pixel dashboard features separate rows for net new customer ROAS (NCROAS) and CPA in addition to the reported ROAS and CPA for existing customers (NCPA).
In other words, Facebook is the clear victor when only platform metrics are considered. Social media giants Facebook and TikTok have comparable returns on ad spend (ROAS) across all three whales. But when you consider NCPA and NCROAS, TikTok comes out on top. It appears that Facebook is giving more money to its existing customers despite having much stricter exclusions than TikTok.
I won’t sugarcoat it: making ads for TikTok is not easy. Several problems necessitate solutions.
TikTok is not Facebook, so before you invest too much time there, you should do some testing to see what kind of content best represents your brand. While the basic account setup remains the same, you’ll need to test various forms of content to determine what gets the best results on TikTok.
Since we haven’t had the resources to produce new ideas, we’ve noticed a slight decline in productivity recently. I think the TikTok Creative Exchange is a fantastic idea for brands to collaborate with talented creators, but I wish the financial commitment involved was more manageable.
I won’t sugarcoat it: making ads for TikTok is not easy. Several problems necessitate solutions.
Since TikTok is not the same as Facebook, you must first conduct experiments to determine what strategies work best for promoting your brand on the platform. Even though the account structure is similar, you’ll need to test various forms of content to see what does best on TikTok, including landing pages and offers.
Since we haven’t had the resources to generate new ideas, we’ve noticed a slight decline in productivity recently. I think the TikTok Creative Exchange is a fantastic idea for brands to collaborate with talented creators, but I wish the financial commitment involved was more manageable.
Category: Social Media
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