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DTC Marketers: Don’t Ignore TikTok ROI

DTC Marketers: Don’t Ignore TikTok ROI

Hand holding iphone with TikTok opened

Tiktok has been named the fastest-growing social media platform of all time, by Forbes. And no, it’s not just for teens. The app has over 1 billion users of all ages across the globe, making it the most explosive social media app to use and advertise on. 

In fact, according to Backlinko, 31.3 % of TikTok users are over 40.

(Source: Backlinko.com)

Tiktok works using a personalized algorithm, which updates as you view, like, and save content. The app learns your preferences and feeds them directly into your “For You” or home page.

Like Instagram and Facebook, paid content is placed within your feed based on its relevance to you and how the advertisers refine their audience.

TikTok trends can be followed, allowing the potential for advertisers to connect with this massive potential audience in a way that feels authentic to users. Smart use of creative as well as hashtags allow for targeting both behavioral and geographic.

The difference between paid and organic content can be difficult to determine, which is especially great for advertisers. And with less competition than Facebook, clicks can cost up to a third of what they are on other platforms.

This makes TikTok an excellent vehicle for DTC advertisers. Because of Tiktok’s massive reach, ads utilizing lead generation for high ticket items or services allows clients marketing those products or services huge ROI. 

Avalanche CEO Ava Seavey says, “The huge return on TikTok advertising for our clients (one is seeing a 30 to 1 return) are stats I have not seen since 1980’s infomercials. It is the most exciting platform for DTC ROI I’ve seen.”

Here are some helpful tips to consider before utilizing TikTok to advertise:

Don’t only make ads. Make TikToks – This is crucial. If you’re going to make the leap into TikTok, you must be ready to produce content that feels native to the platform. Don’t just use existing content from Facebook and Instagram Stories. Slideshows, static images, and slick content are automatically detected as advertising and decrease viewer interest.

Song/sound selection – The use of songs and sounds matters more on TikTok than on any other platform. Another great benefit as opposed to Facebook/Instagram where most users view with the sound off. TikTok users watch with sound.

(Source: Backlinko.com)

Regarding influencer culture on the app, TikTok has an engagement rate of 5.30% on accounts with over 100,000 followers, compared to 1.10% for Instagram and 0.30% for Twitter. It has quickly become one of the main avenues for influencers and micro-influencers to recommend products through testimonial-style videos, Amazon Marketplace affiliate link programs, as well as trendy, creative, or niche videos of any kind.

(Source: Backlinko.com)

The app’s fast-paced nature keeps its users engaged for relatively long periods. With an average session length of 10.85 minutes, it has become the most engaging social media app out today. (Source: Backlinko.com)

For DTC marketers who may be experiencing declining ROI on Facebook, TV, radio, Amazon or other avenues, TikTok can bring you immediate sales and leads and if you get out there before your competition does, you will have even better results.

4 Ways to Market to Generation Z

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4 Ways to Market to Generation Z

Written by our own Gen Z, Ariel Smith It’s official, Generation Z has been declared as those born between the years 1995-2015, (3 to 23 years old). This group is born into a planet of technology and a time where social media is the norm. So what does this mean for marketers? Well, it means it’s time for us to step up our game and adapt to these new societal changes, whether we like it or not. They want connections; therefore the old school hard sell is not the best way to advertise first anymore. No fluff messages are allowed, they can see right through that. We live in a time where short attention spans are the norm, due to the instant gratification society we live in today. The Internet has allowed us to dig into what a brand’s true colors are and what they stand for. As marketers, it’s our job to keep up with the newest trends, technology, social platforms, etc. In order for us to better connect with generation Z, it is important for us to understand the culture of this generation. Marketers must embrace technology and the new ways of storytelling. Here are four ways to market to Generation Z.
  1. Work on Social Media Game: There is having social media and there is using social media. A few platforms that Generation Z frequently use are Instagram, Facebook, Snapchat and YouTube. The more you know about using each platform’s features, the better you can connect with your audience. Hashtags are a simple but effective way to help promote your brand organically. Engage with your audience by actually taking the time to respond to comments; they will appreciate it. User generated content is a sure way to have your own crowd; create contests and loyalty programs to spark up your social media. Remember, it’s also important to be relevant and engaging on all your platforms.
 
  1. Utilize Video- Video marketing has become extremely popular over the past few years in the digital era. According to HubSpot, 90% of customers report that product videos help them make purchasing decisions. That is a whooping 90%! The key is to be authentic as much as possible. There are various options like Instagram Stories, Facebook Live, and Snapchat Stories, just to name a few. The key is to keep the copy light and the graphics colorful to grab and maintain attention. Short videos with subtitles are the way to go! Using video communications to connect with your audience is a great and easy way to get new leads and sales.
  1. Be Mobile Friendly– Phones are the primary platform of Gen Z, because they’re glued to them 24/7. It’s important to be mobile friendly for your product. A few factors to consider are to make sure your content is quick to load, as you don’t want to lose eyeballs, a quick and simple Call to Action, minimal copy, and a clear message.
  1. Create Awesome Content– As stated before (this is key to marketing to Gen Z), fluffing your message to potential customers is not the way to go. Instead, focus on providing information viewers can learn from or that they would find engaging and entertaining. This way, they will be thinking positively and optimistically about your brand and not dread a commercial interruption. In fact, they will be way more likely to engage and become a long-term customer.
      Citations http://socialmarketing.org/archives/generations-xy-z-and-the-others/ https://communityrising.kasasa.com/gen-x-gen-y-gen-z/  
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