Not only were we one of the first to access TikTok ads, we’re also producing results that outperform the larger social channels
Connecting brands to
Gen-Z & Beyond
Ingredients for winning on TikTok
It is a well known (and accepted) fact that trend adoption is accelerated at...
1. creator content
- It is a well known (and accepted) fact that trend adoption is accelerated at an unprecedented rate on TikTok. No really…one week the platform might propel a new song to the top of Spotify charts, and three weeks later users have moved on to the next viral sensation. And that’s okay, brands must be nimble enough to adapt!
- This is why you must understand the value of creator content. Creators are relatable to your target audience, they are purveyors of cultural trends, they know that entertainment is a valuable commodity, and most importantly they make content that instinctually feels like it belongs on TikTok – unlike traditionally monotone ads. Choosing the right creator is every bit as important as merely leveraging creators for content. Some may have more experience than others when it comes to different business verticals. Take a look at their content and determine if there’s a fit.
- What Optimal has done: we have established a network of experienced creators who are eager to produce incredible TikTok-ready content for your brand. We work with both emerging and veteran creators. Some are willing to trade products for content, and others might expect a small fee.
With an emerging AI-driven technology like TikTok's ads manager, performance advertisers...
With an emerging AI-driven technology like TikTok’s ads manager, performance advertisers may initially find it difficult to scale up on the platform & drive results for D2C brands. Here’s a step-by-step on what Optimal has done:
- Ensure that the pixel is properly implemented on your site and that it is firing appropriately on each event outlined in your funnel. Quality assurance is key here – so be sure to process test transactions to ensure data integrity. When possible, implement UTM parameters and leverage Google Analytics as a second source of truth.
- Carefully architect a prospecting campaign with with upper-funnel optimizations and a simplified structure. Each Ad Group should be fundamentally different, so be sure to consolidate audiences that are alike. You also want to build out a conversion campaign that optimizes for lower-funnel pixel events. At the ad level is where you choose your creative and copy. This, my friend, needs its own bullet.
- Curate a strong pipeline of creative content that feels native to the platform, and that’s designed to convert without making users resent you for ruining their browsing experience. You want enough creative here to have ammunition for the next few weeks. We’ve seen Creative fatigue begin to occur between 2 – 4 weeks. Mhm, tell us about it..
- Launch your campaigns! Test and iterate on a continual basis. This includes new creative, copy, bids, audiences and campaign anatomy. But stay mindful of tripping the algorithmic learning phase. If you change too much too quickly, the system will never fully learn who’s best to show ads to for the optimal outcome you desire.
Okay, if we haven’t emphasized this enough, TikTok is just.. different. If your plan...
3. Creative innovation
- Okay, if I haven’t emphasized this enough, TikTok is just..dIfFEreNt. If your plan is to simply reuse the same creative that was produced for Facebook, IG or Snap (or godforbid, TV) – be forewarned that the creative could very easily flop. Your brand’s content must invoke TikTok’s core attributes. Some of those would be: playfulness, entertainment, light-heartedness, and incorporation of creative elements and trends currently propagating within your business vertical and the greater TikTok community.
- What Optimal has done to stay creative:
- Truthfully, we’ve gotten wacky with content. And we aren’t even mad about it. This out of the box thinking has produced positive ROI for our clients!
- Aside from letting our creators be their best selves while filming content for our clients, we’ve also had our internal creative team utilize their animation and motion graphic capabilities to repurpose live-action clips to make our videos pop! This includes hologram renderings that brings flat 2D images to life, 3D products strategically placed for maximum awareness, and animated motion graphics to captivate and satisfy. We also experiment with caption readability in addition to incorporating TikTok’s native typography for text overlays.
- Then. There’s. Sound (dun dun dunn). You can’t talk about TikTok without discussing music and audio. This is a “sound-on’ environment that just wouldn’t make sense if you browsed with your volume on mute. We are learning that music evokes emotions & some emotions equate to increased buying tendencies. We spend a lot of time listening and analyzing results to make the most informed audio decisions when composing new creative.
Imagine a world where your brand is the first thing that each of the 84 million...
4. 100% Share of Voice
- Imagine a world where your brand is the first thing that each of the 84 million monthly active users in the U.S. sees when they first open the TikTok app. If you’re a brand advertiser looking to make a grand splash in the world of TikTok; one that’s unmissable and would undoubtedly stick in the minds of consumers, look no further than TikTok’s Brand Takeover and TopView ad buys.
- To have your message strategically out-compete your competitors for valuable, undisputed real-estate allows you to amplify awareness and drive adoption for new products/services to promotions and events. There are truly endless possibilities for this ad spot – and it is made possible via TikTok’s reservation buys with our internal Brand Partnerships rep. While minimums are a bit high for the typical SMB, TikTok’s Q3 rates guarantee a little more than 100M impressions for a competitive rate of roughly $2.80 per 1000 impressions.
- Or perhaps you’re interested in creating a cultural moment for your brand and having hundreds of thousands of people spend 30+ minutes making a video that celebrates your brand? This is also doable via TikTok’s Hashtag Challenge where you invite users to generate content with a branded theme. The Hashtag Challenge allows you to collaborate with creators to help spread awareness of your branded theme, and it calls for maximum creativity as you incorporate music and choreographed dance moves. Ready to party?
TikTok Stat Pack
Incentives for new advertisers
Incentives for new advertisers:
On 7/7, TikTok announced its plan to invest $100M to fuel its growth. New and existing advertisers are eligible to apply for a one-time free ad credit sponsored by TikTok. The company will also match up to $2000 in additional ad spend.
A Global User Base
A Global User Base:
TikTok was downloaded 315M times in Q1 2020, which positioned the platform as the most downloaded app worldwide during this timeframe. There are 800M users worldwide and 84million monthly active users in the U.S – dethroning Twitter, LinkedIn, Pinterest and Snapchat.
Reaching your Demo
Reaching your Demo:
25% of TT users are between 13 and 15
41% of TT users are between 16 and 24.
34% of TT users are 25+
The 24 – 34 demo is TT’s fastest growing segment
You can reach unique audiences on TikTok compared to their social media counterparts.
30% of users on TikTok cannot be reached on Snapchat
44% of users on TikTok cannot be reached on Facebook
47% of users on TikTok cannot be reached on Instagram
69% of users on TikTok cannot be reached on Twitter
90% of users on TikTok cannot be reached on Reddit
Our Clients are Spreading
Joy & Winning hearts
WHY BRANDS OPT FOR OPTIMAL
We work with Top brands
Trusted by disruptors pursuing growth. We have managed over $60Million in ad spend for brands across nearly every vertical and we’re proud of our industry-leading client retention rates.
We design next-gen creative
We have an arsenal of incredible creators on tap who are ready to help you develop creative that converts - and maybe even ignite the next viral trend while at it! We also compose captivating motion graphic content right in our own lab.
We drive positive ROI for our clients
As performance advertisers, our goal is to build you a lean, mean converting-machine! We prioritize ROI and help brands continuously iterate in pursuit of the lowest possible cost per conversion
We crank out results at a competitive rate
We’re a premium service with a lean operation. We pass those savings on to you, resulting in top-tier services at a fraction of the cost you’d pay our agency competitors. This helps our clients maximize ROI and reinvest in scale.