TikTok Growth Strategy #1: Getting the Basics Right
- Offer & Creative = 90% of success rate on TikTok
- Targeting and campaign structure and settings need to be on point but are trivial in comparison
- User Generated Content (UGC) is the golden standard for advertising on TikTok
- Consistency comes with testing new creatives and angles and marking frequent optimizations in the account
TikTok Growth Strategy #2: Researching Angles Using 3rd Party Websites & Reviews
- Find similar products or services on review based websites
- Check out real customer reviews
- All reviews are valuable but take note of the 1 star reviews the most!
- Collect pain points, desires, problems, benefits, etc.
- We want to understand the exact language and tone of voice of the customer
TikTok Growth Strategy #3: Creating Angles
- From review websites and customer feedback, learn WHAT people want, WHY they want it, and the BENEFITS AND FEATURES that are most important to them
- Translate the information into angles for creatives and create multiple variations of creatives
- Generate creatives that capture the essence of the customer feedback. For example, create a demo that shows how the person uses the product or service, show the features and unique selling propositions (USPs) providing viewers with an incentive to click or buy. The main focus is demonstrating how the produce or service is used, walking viewers through the process. Use a quick trending transition to show the product or service and its end result. End with on-screen copy along with the name and call-to-action (CTA). Talking is not mandatory for an effective creative. If you can understand the creative muted without sound, then the creative passes the the satisfactory test.
Example Creative – TikTok Made Me: Customer uses the product and service and shows the results. They state what they like about the product or service, along with what the product or service does and accomplished, and any unique features and selling points. The creative can be shot from a point-of-view (POV) or face-to-camera (FTC) perspective. Use a voiceover, TTS, on-screen copy, or talk directly to the camera. The music must fit the corresponding TikTok action.
Example Creative – Debunking Comments: Attack specific challenges or obstacles customers experience. With debunking and testing comments, you’re responding to a comment that involved testing the product or challenges what the product or service can do. You’re demonstrating that the product can solve the problem it was purchased for and puts any worries to rest. This can be shot from a POV, or face to camera depending on the product or service. Use on-screen copy if needed.
Example Creative – Staged Kit: This is a skit that can involved multiple creators or people. There can be talking, on-screen copy, or both. The skit should highlight a problem and then use the product as a solution. It can also just highlight the product features and benefits.
TikTok Growth Strategy #4: Hiring & Working with TikTok Content Creators
Find TikTok creators to help you create your creatives. Work with freelancers or agencies to help scale the volume of creators and thus scale the output of creatives. The average cost per creative runs approximately $60-$200. You can also post a job on platforms to recruit people to create videos.
TikTok Growth Strategy #5: Testing & Finding Winners on TikTok
- Set up 1 creative sandbox campaign for conversions
- Creative 1 ad group per 1 creative you want to test
- Have specific naming conventions to follow. You’ll need to test 100s of creatives.
Example: [ID] – [Targeting Option] [Budget $] – [Bidding Type] – [Creative Number]
- Set up a testing budget such as $20/creative for a 24 hour decision making window
- Optimize aggressively and fish for early winners. Kill and pause the rest for cost efficiency
Successful Ways to Find Creative Winners:
- Spend 10%-20% on new creatives on a daily or weekly basis
- General campaign structure is usually running many cold traffic CBOs, 1 retargeting CBO, 1 testing ABO
- For every new set of winning creatives, create 1 or more scaling CBOs and scale them vertically
- Cycle in new creatives as separate ad groups in testing ABOs
- $20-$60 USD spend per creative is enough to understand rough performance. Do not overspend.
- Create new CBOs for winning creatives and turn them off in the testing campaigns
TikTok is very brute force. don’t rely on learning or “optimal” campaign structure. Rapid test a lot of things manually. For example, 1 creative per ad group, and then make changes in the account frequently.
Case Study: 1,150 creative tests in just 1 campaign
TikTok Growth Strategy #6: Rinse & Repeat
- For every winning creative, send a summary to the creator to let them know what is working
- Utilize the winning creatives as inspiration for new shots. Attach them as examples
- Jump on calls with creators to teach them more implicitly about what worked. Record and maintain library of calls and feedback loops to further train existing and new creators.
- Internally keep track of which hooks and creative structure works best. On average, find 3-7 winning angles per product or service. Every new angle yields new audience and demographics.
- Create a simple sheet to organize all assets and information
Build a repeatable and scalable creative process to stay ahead of competitors. Channeling your efforts in producing winning creatives can yield powerful, long-term and sustainable results and ROI for your search arbitrage campaigns!
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