Part 1: Why Your Brand Should Test TikTok in Your Paid Media Mix
In this video, Brittany Sager and Maureen Keggins from Seer's Paid Media Team explain why brands should consider advertising on TikTok. They share Seer's stance on leveraging TikTok within your paid media mix, debunk common misconceptions about the rising social media app, and highlight key success stories when advertising on TikTok.
Considerations for Advertising on TikTok
- TikTok is not just for young people. In 2021, 36% of users were between the ages of 35 and 54, showing a more mature audience than expected.
- TikTok has evolved beyond dancing videos. The platform's algorithm shows content that users may be interested in based on previous interactions, making it a diverse platform for learning, research, and decision-making.
- Users are highly engaged with short-form video content on TikTok. The average user session is almost 11 minutes, and users open the app an average of eight times a day.
- TikTok's diverse audience engages in research and purchasing decisions, making it an important platform for lead generation.
Overall, TikTok can be a valuable addition to a brand's paid media mix, reaching a diverse audience and driving high levels of engagement.
Part 2: TikTok's Impact on the Digital Landscape
Brittany and Maureen, discuss the importance of user-generated content and video-first creative on the platform. They dive into TikTok's paid advertising capabilities and how brands can leverage data such as Google Analytics 4 conversion paths to measure the impact of assisted conversions from TikTok ad campaigns.
TikTok's Capabilities
TikTok offers many of the same capabilities as other social media platforms, such as user-generated content, algorithms for personalized recommendations, and paid advertising options.
The unique features of TikTok, such as its "For You" page and emphasis on short-form video content, make it a stand out platform in the digital landscape.
TikTok's impact on the digital landscape is significant, disrupting traditional advertising models and introducing new techniques for user engagement and authenticity in advertising.
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Brands can find success on TikTok by creating content that resonates with users natively (such as using built-in filters or leveraging trends), leveraging search ads to extend campaigns beyond the “For You” page, and testing different creative formats.
Using Data to Understand the Purchase Journey
Companies need to have a solid understanding of how each platform works in order to use them to their full capacity. Tools like GA4 provide an invaluable source of data for businesses as they track conversions, media types and user journeys. This data can be used to see the value of all marketing efforts, not just those for a single platform.
CASE STUDY
16% of the client's total budget went to top funnel objectives on TikTok, yet 14% of its total lead volume could be attributed back to it. Additionally, 17% of attributable TikTok conversions were assisted — a significantly higher percentage compared to 0.01% for Facebook conversions — showing that users leveraged both platforms differently and indicating why data should drive decision making processes.
It also highlights why companies need to research and use as much data as possible when executing their paid media campaigns in order to achieve optimal success.
Part 3: Leverage Seer’s TikTok Analysis for Strategic Decision Making
Brittany and Maureen shares Seer's solution that will help you not only understand why TikTok can be right for your business but also further understand the demand for video first creative.
Get a sneak peak into Wil's TikTok analysis capabilities and how Seer's technology platform allows us to leverage SERP data to make strategic paid social insights.
How Seer's TikTok Analysis Works
Businesses can gain an understanding of why TikTok is right for them, the demand for video-first creative, and potential opportunities to increase budgets on paid social.
By analyzing search results, keyword performance, and SERP data, businesses can determine what percentage of their keywords trigger video or imagery – suggesting a visual element is important in their purchase journey.
Additionally, Seer can look at when YouTube appears in the top three results on the SERP and adjust accordingly. This can help maximize conversions by creating content that resonates with their target audience's natively. Finally, we can scrape TikTok to identify content that is tailored specifically to their business, helping them stand out among competitors and reach even more users.
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