On today’s episode, Kunle is joined by Chase Chappell, Founder of Chappell Digital Marketing. Chase is an internationally recognized authority in performance marketing, specialising in TikTok, Facebook, Youtube and Clubhouse.

As DTC and eCom businesses, it is imperative that we are wherever our audience is. Without a doubt, social media is an integral part of strategy for any brands doing business online. But with the growth of social media and explosion in adoption, there are now multiple channels that can be leveraged. It is no longer just Google and Facebook.

We all know about Tiktok. With over a billion users, a big chunk of which are in the age group of 13-24, it surely is an enticing platform to advertise on. However, as it is with anything new, there are many still on the fence about it. But if there’s something the last few years have taught us about social media, it is that those who adopt fast win big and those who are slow risk getting left behind.

In this episode, Kunle and Chase talk about the social media ads landscape with a laser focus on TikTok. You will get to hear about leveraging organic traffic, hacks for TikTok ads and campaigns, and best practices for creating and cross promoting content. If you’re someone looking to jump on the TikTok bandwagon, then this is just the episode for you!

Here is a summary of some of the most important points made,

• • Audio-based and shorter form content is exploding
  • It’s possible to get huge organic exposure initially
  • Set up UTMs to exclude Tiktok data from your audiences on other platforms
  • Retargeting ads require higher frequency to drive conversions
  • 13-24 is the dominant demographic on Tiktok
  • How tos and behind the scene content themes work well for eCom brands
  • Research relevant hashtags and Remix best performing content

Covered Topics:

On today’s interview Kunle and Chase discuss,

• Social Ads Landscape
• Leveraging Organic Traffic
• Using TikTok Ads
• Retargeting
• Copyright Implications
• TikTok Campaigns
• Cross Promotion
• Content Best Practices

Timestamp:

• 10:20 – Meet Chase:
  • Data based ad campaigns across platforms
  • Offer weekly trainings
  • Have clients with upto $300,000/day
  • “Numbers are numbers and they speak to you themselves”
• 11:50 – Social ads landscape:
  • Spend went up a lot thanks to COVID
  • “Shorter form content has been exploding”
  • Clubhouse has been doing 2.2 million downloads per day
  • 50% of tiktok users aren’t even on facebook and instagram
• 15:20 – Choosing the right platform
  • If you have smaller budgets then focus on one platform only
  • Once spend increases then grow other platforms
  • Avoid becoming over-leveraged on any one platform
• 18:00 – Importance of Organic:
  • “TikTok hooks you by giving a lot of exposure early on”
  • Critical to leverage the opportunity of organic views on TikTok,
  • Youtube short and reels
  • Difficult to get organic views on Facebook
• 21:00 – Driving traffic to your website
  • Organic views on posts with links is lower than posts without links
  • Insert a CTA at the very end of your videos
• 23:20 – Using TikTok ads:
  • The targeting is similar
  • Need to turn on ad authorisation – otherwise profile doesn’t get linked to the ads
  • Set up pixel tracking
  • Set up UTMs to exclude Tiktok data from your audiences on other platforms
  • Select custom audience > Website > Page views > Parameters
  • This same audience can be used for retargeting
• 28:20 – YouTube and TikTok
  • Video based platform
  • TikTok creators overflow into Youtube
  • But Instagram is also capturing some of this audience with Reels
• 30:40 – TikTok demographics:
  • Demographics are growing across the board
  • 13-24 is the dominant demographic
• 33:30 – Retargeting on TikTok:
  • Retargeting ads are being treated as awareness
  • Conversions will require higher frequency targeting
• 38:45 – Copyright implications:
  • You can use copyrighted music in organic posts
  • But using music in ads attracts copyright restrictions
• 42:15 – Using TikTok Live:
  • Creators go live right after a new post
  • Good way to boost engagement with your followers
• 45:15 – Campaign objectives:
  • Have a variety of objectives available
  • TikTok pixels are still not great yet
  • Has integration with Shopify
  • You can even optimise for comments
  • Keeping targeting broad works best
  • For placements – stick to Tiktok
• 50:15 – Cross-promoting TikTok content:
  • Profile > Creator Studio > Data > Request Data
  • You get all your videos without TikTok branding
  • There are online resources which remove branding too
• 54:45 – Repurposing content as ads on other platforms:
  • They work really well
• 56:25 – Creative best practices:
  • Keep it under 30 seconds
  • Use jump cuts
  • Themes like “how to’s” work, add humour
  • Tell a story – check out Alex Temple’s profile
• 61:20 – Checklist for eCommerce:
  • Just get started – be raw and relatable
  • Research your hashtags and Remix content that worked before
  • Behind the scenes videos work get

Takeaways:

• 50% of tiktok users aren’t even on facebook and instagram
• Set up UTMs to exclude Tiktok data from your audiences on other platforms
• Creators go live right after a new post to boost reach with followers
• Research relevant hashtags and Remix best performing content

Links & Resources

• YouTube Channel – Chase Chappell
• Website

Tweetable Quotes:

“TikTok hooks you by giving a lot of exposure early on.”

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