mock pod (6 topics)

A client was struggling with increased advertising costs on Instagram and Facebook. They switched to running campaigns on TikTok and generated 35,000 euros in just one day. TikTok offers better engagement and lower advertising costs compared to Facebook. Facebook's tracking and targeting capabilities have decreased with iOS 14 updates, leading to higher costs per acquisition. TikTok still allows detailed targeting and tracking. The agency uses TripleWhale to replace Facebook tracking. TikTok ads are cheaper and more effective due to less competition and high user activity. TikTok is great for testing campaigns, while Facebook is better for retargeting. The speaker got into advertising on TikTok after dropshipping on Facebook. TikTok offers cheap ads and high engagement. TikTok UGC is effective but needs to be supplemented with paid ads. Business owners often make mistakes by focusing on advertising without considering product-market fit or tailoring content to the right audience. UGC i So actually, for one of our clients, they came to us saying that they were struggling with a 76% increase in their advertising costs over on their Instagram and their Facebook. And that's actually when we decided to run their campaigns and their actual content over on TikTok. And in doing so, and actually figuring out the right strategy, and actually picking the right creators from our in-house pool to create the content, that first month, we actually generated 35,000 euros in just one day. And at the time, that was about 50, 55K USD, and definitely some amazing results, especially compared to any other platform out there right now, especially compared to any other platform out there right now, like Instagram and Facebook. A lot of the traction came from simple organic videos, and then we simply put one of those best-performing UGCs into an ad campaign, and we scaled it. And their original goal was actually, from being unprofitable, to then add an extra 50K per month, each month, moving forward, and we were actually easily able to achieve that goal with the help of actual UGC and TikTok ads. I mean, Facebook right now, over the last couple years, with the iOS 14 updates, Facebook has actually rised in their, iOS 14 actually came out, when iOS 14 came out, Facebook took out a lot of their tracking and their targeting capabilities, so for marketers, we're actually not really able to have targeted ads, as well as actually don't know where our conversions are actually coming from, so in turn, huge rise in the price of their cost per acquisition, and the cost per actual customer is, sorry, that's not the word that is used, though. So from that, actually, we've seen a big rise in the cost per acquisition and the CACs, and overall ad costs, in general, rised, and overall ad costs, in general, increased, and we saw a great opportunity to actually move to TikTok, because TikTok definitely was there during iOS 14 updates, but it didn't pertain to TikTok. We're still able to target, really, we're still able to target, we're still, we're still able to do, we're still able to do detailed targeting, we're still able to do detailed targeting, as well as actually track a lot more than on Facebook right now, so to replace the Facebook tracking, we use something called TripleWhale, it's just a software that basically replaces all the tracking capabilities that Facebook took out, so we're really able to have a more bird's-eye view of everything, and really see what's working, and where people are coming from, on what posts, and where the conversions are really coming from, but over on TikTok right now, we find with a lot of our clients, we don't even have to use TripleWhale, a lot of the tracking capabilities are still there, and it's actually much cheaper to run some ads over there, not only because there's little to no competition over there, but more so because there's a lot of activity over there, a lot of click-through, so your click-through rates are automatically going to be shorter, and they're going to, so on TikTok there's a lot of, there's a lot of click-through, a lot of users are scrolling really fast, so you can get a lot of data in a short period of time, which will in turn lower your cost for acquisition, click-through rates, etc., so definitely, definitely still, so Facebook still works, you know, something that we do in our agency is we'll use TikTok to run test campaigns, and then TikTok, and then Facebook is really great for re-targeting campaigns, so we do a bit of an omni-channel marketing presence, and really still utilize all the platforms for what they're good for, because Instagram and Facebook is still a very trusted company, but right now we're just seeing that TikTok has a better opportunity in terms of engagement, as well as cost per advertising, so you can cut out the so. So yeah, actually, the way I actually got into, the way I actually got into now advertising on TikTok is, when I was in high school, I started dropshipping my own products, and to sell them, I actually utilized Facebook ads, and I ended up really enjoying the back end of Facebook ads, and the actual, like, idea behind building brands and whatnot, and then from there, I actually realized that I couldn't be focused on just one brand, so I actually reached out to friends of mine that ran their own dropshipping pages, and then I offered to actually run their ads and help with their branding and whatnot, so for a time, I was, I would say, an in-house marketer, and then from there, really tried to monetize on my ability to run ads and also brand, so from there, started the agency, focused on Facebook, got a few clients, and then iOS 14 comes out, and definitely tanks a lot of the ad costs and the actual tracking, so from there, we weren't getting as many clients as easy. It was more just referrals, and then we realized that on, and then we realized on TikTok, there's this new opportunity, and then we realized that on TikTok, you can actually, and then we realized on TikTok that you can actually run really cheap ads that are really profitable and also get a lot of engagement off of your videos on TikTok compared to any other platform right now, especially Facebook, so from there, I actually transitioned and added the offer. Instead of just cutting out Facebook, I just included TikTok and used that as the main offer and ended up getting a lot of people in the door, and we've seen a lot of brands come right out the gate and actually scale really quickly on TikTok with just organic strategies. We didn't even run any paid ads yet. Now, from there, we actually do encourage to run paid ads because UGC can only last for so long. I don't want to say that, actually. From there, we actually definitely encourage, from there, we encourage our clients to run paid ads and then also utilize Facebook for their retargeting capabilities because they still work. It's still a very trusted platform. It still works, and it's still a very trusted platform, especially when running retargeting campaigns. That's something I just wanted to plug in there in case we didn't use that for the last video, so it's something. But, yeah, so we started seeing the same, if not, we started seeing a great opportunity over on TikTok to not only test products but also build your own engagement and awareness as well as run some scaling campaigns because back in the day when Facebook was out and I was dropshipping, we were doing $5 a day ads and being able to scale very quickly and very profitably. Now, we're seeing that similar situation. Now, we're seeing that similar opportunity over on TikTok right now, and it's just amazing. Right now, we're seeing that similar opportunity over on TikTok right now, which is a big factor of why we actually started offering TikTok ads as well as TikTok UGC. A lot of mistakes that business owners have been making the last couple of years is focusing too much on figuring out the right advertising effort or the right campaign structure when really they don't even have the right product market fit. You know, your first goal as an e-com brand should be figuring out the right market that your product is going to go to, and then from there, figuring out the actual customer and demographic that you can then tailor your content to. So, we find a lot of brands will spend heaps of money on their Facebook ads, but their content isn't even tailored to the right people, so obviously, they won't convert. More on mistakes business owners make. I forgot what I mentioned, but... I hope me pausing this every now and then is okay. If not, I'm sure there's a way to loop around it, but yeah, some other mistakes that business owners make is when they're introduced to the whole UGC process, they think that they can make just a simple video of just themselves and... Actually, no, I'll do this for this one. Yeah, people definitely ask if UGC is going to last and what we're going to see in the next couple of years, and I would say that UGC is always going to stick around because it builds that social proof and it gives that more authentic and genuine approach to showcasing products, but we definitely will see a bit of a fall off, and we want these videos to last long because if you've ever run ads, you know that creatives crap out after a week or two, and that's the same thing with UGC, but there are ways to obviously keep them going and build longevity with them, which is what we do in our agency. We take the best performing UGC and then put them in an ad campaign. Now, I definitely encourage a lot of brands to just get started on TikTok, post the right type of content, and build organically, but then after a while, I will encourage you to start running some paid advertising campaigns and focus more on your paid efforts because UGC can only go so far. Now, it builds that social proof and it can definitely convert people, but if you run an ad to a converting UGC, then you're bound to actually get a ton more conversions from that, obviously. But yeah, so people, a lot of owners will come to me and ask if they can just create their own UGC, and I definitely encourage that because that gives a brand touch in their own videos, so you could either be replying to comments or you could be teaching your customers how to actually use your product and then have those tailored with some UGC creators and their videos showcasing unboxings, a few reasons why you need this, etc., etc., and with our clients, we actually include consulting on creating the right content, and we just have them record videos and then we have our editors edit them in the right style because there's a huge creative backend to producing UGC as well as running profitable campaigns on TikTok. So in our agency, we have editors, creative directors, and then a whole pool of creators that we can choose from because not just any creator is going to work. As I mentioned earlier, you really got to get that product market fit as well as have your content tailored to the right demographic. So we definitely encourage, no, no, no, definitely encourage, but, so people ask if they should, so people are asking, you know, so yeah, the real reasons why you should actually outsource this whole, the reason why you should outsource this whole system is, the reason why you should outsource this whole strategy is because it takes a lot of creators along with a lot of editing efforts and storyboarding efforts that, you know, a lot of business owners don't want to manage themselves or you would have to hire an in-house manager to then manage them and not only manage creators, but make sure that the editors are doing well and the creative directors are doing well. So definitely a big creative backend there, and we encourage, definitely a big creative backend there, and if brand owners are able to outsource as much as they can, something like this that's so strategic, definitely will be able to not only increase their brand awareness and their content outputs, but also be able to focus more on the day-to-day, you know, income, oh my gosh, I totally forgot the wording for income producing KPIs. Anyway, it'll actually free up, it'll actually free up a lot of time for the business owner themselves to focus more on their own business and, you know, moving the needle forward. TikTok and UGC is definitely a necessity, I would say, but there's a big backend to it, so definitely would encourage you to outsource that to either, you know, just have UGC creators that are editing and scripting themselves or outsource it to a full agency that has the entire creator team backend and can manage it all for you and make it more seamless for you to actually grow your brand and increase your revenue through UGC and TikTok. I think I mixed will UGC last and why outsource it in the same one, I'm not sure. Yeah, I mean, TikTok is going to be, we'll see what happens with TikTok in the future, but, you know, I think UGC is definitely going to stay for the long run. It builds that social proof because when people come to your page, they'll see that you're a legit brand and you have whatever ads or professional mock-ups that you have, but then showcasing other UGC styles will build that social proof because people will see that everyday people or regular people are purchasing your product and using that and actually showcasing it in a video. And it's a much more organic and authentic way to actually get your brand and message across to more people rather than a paid ad and it was no ad spend. You can cut out the ends there, actually, that didn't make sense, but I think I got all the tips, so I'm thinking real quick. I think I got it all, let me know.