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Everything You Need to Know About TikTok Ads in 2022

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We’ve advertised on here for a couple of brands, already spending thousands of dollars since 2020. However, I was not impressed with the platform. In recent months, it appears profitable ads in tandem to clear signs of drastically better customer support, innovation behind the tools, and even advertising inventory available are not only possible but the clear reason why Zucks is actually faced with a real competitor and threat to his business.

Before we dive into the ‘’how” of advertising on TikTok, I think it’s important to know some facts and context about TikTok as a platform. All to follow is relevant regardless if you’re wanting to run ads on TikTok in the Philippines, Singapore, USA, Australia or any other countries where TikTok is allowed. (Note, at the time of this writing, TikTok is not available in some places like HongKong.)

Fast facts about TikTok

  • 47% of users have bought something they saw on TikTok.
  • There are over 30+ million people over 35 years old. So this platform is not just for 13-18 year olds.
  • The hashtag #TikTokMadeMeBuyIt has over 4.2B views.
  • If you’re an agency or planning to really grow your brand, I would suggest setting up a TikTok managed account. You can start that process here.
  • You can run ads with net 60 terms with a million dollar line of credit with no personal guarantee. This can be done after advertising on the platform and gaining history with them and also using a credit card that also has an additional net 30 terms. (net 30 + net 30)
  • You need to be aware that their terms and conditions are quite different than that of other platforms. For instance, give aways or free + shipping offers that were popularized 6 years ago are prohibited entirely on TikTok. Here is a link to the general policies for all things TikTok.

Content on TikTok

While content on every platform should be made native to the platform you are posting or advertising on, content on TikTok should be even more specialized and specific to the platform. Remember, regardless of which platform you advertise on, the users on there, which you are buying their attention from the platform, are on that platform and interacting with it for a specified reason, specific intent, and certain attention span.

When people go on Youtube they are typically seeking information or a pro-longed content consumption experience and have a longer period of time planned to spend on the platform. Inversely, you can’t just drop a 20-minute day-in-the-life vlog video that’s meant for YouTube on Instagram. Instagram is not widely used as a platform to consume 20+ minute content and thus should be more relevant to how users interact with the platform and the content they expect to be seeing on it.

When visiting TikTok on the other hand, people could spend 5 minutes perusing the platform and pass through 30 pieces of content easily. This is why pure disruption advertising will work 10x better on a platform like TikTok and thus your heavy lifting will be done by your creative.

  • The average video length of top performing ads and videos are typically 21-34 seconds. So in most cases, aim to create content that is around that time range as a general rule of thumb. I personally would try to keep videos under 60 seconds where possible.
  • We highly recommend 14-day content refreshes regardless if you work with us at Impremis or do this yourself. So while some videos may last longer and on Facebook they can last months, with TikTok we’re are seeing content dying off faster. This means you need to be prepared if you plan to advertise on the platform, to be vested into creating consistent and data driven content (i.e. content thats optimized based on previous results from the metrics you’re tracking your creatives against).
  • 99.2% of ads feature multiple scenes. This means engaging content thats snappy, fast-paced, and engaging is more critical than it was on other platforms. It’s important to keep in mind platform specific content has and always will be important in advertising but for TikTok, if your content doesn’t feel the least bit native, you won’t stand a fighting chance for people’s attention on the platforms.

Content on TikTok

And if the above aren’t enough, you can even try out Spark ads which are similar to Facebook’s whitelisting and Post ID ads. In short, you can have an influencer or even a regular user create content from one of the options above or any other content strategy they may have in mind, and then leverage their exact content as an ad. It’s 10x simpler than doing it on Facebook in my opinion which is really cool!

Another key tip in creating your contingent is to be sure to use trending effects, hashtags and sounds. This is a key area where working with not necessarily an influencer but someone that uses TikTok regularly could be of real value in helping you know what’s “in” or trending.

And if you’re still having trouble finding ideas of ads for your brand, you can use a little hack that we use to get great ideas by visiting this page to see all of the top rated ads from TikTok.

Copywriting

Most people know TikTok for things like lip-syncing and dancing videos yet the app is surging in popularity and many brands and businesses are adding it to their social media content strategy because of it. In doing this, TikTok still has a small copywriting aspect to it and thus this should not fly under the radar. So now you’ve created an awesome ad and anyone who watches may find some interest in your product. That’s fantastic! Except… not everyone will stick around for the whole ad, even if it’s only 15 seconds. That’s where writing a concise, informative caption comes in to play. Your captions will help ensure that the viewer gets the gist of your ad, even if they don’t stick around to watch the whole thing.

Below, I’ve shared a list of 40 of the best headlines sent in by one of our clients for your perusal. There are hundreds more out there but these should help you get started and off in the right direction.

  1. My go-to X for X.
  2. Don’t buy that, buy this instead.
  3. I tried every X so you don’t have to and here are the results.
  4. X people stop scrolling.
  5. This is for X people, so if you’re not keep.
  6. 3 tips to get rid of X.
  7. 5 tips to get X.
  8. I promise you’ve never X.
  9. This risk-free X is something you need if you want to X.
  10. Stop scrolling if you want X.
  11. Wait! Don’t go anywhere, I wanna show you something.
  12. Are you X looking to get rid of X / looking to get X.
  13. This video is only for X people, so keep scrolling if that’s not you.
  14. X product is officially my go-to for X.
  15. Things TikTok made me buy.
  16. If you’re like me and do X, then this one is for you.
  17. What I order vs. what I got.
  18. (reply to comment with video).
  19. Best X products I’ve tried that actually work.
  20. I just got my X products and I’m so excited.
  21. Things I Wish I Knew About Sooner Part X.
  22. I keep seeing these X from X all over my feed so I had to try.
  23. I actually can’t believe this does X.
  24. I actually can’t believe this only costs X.
  25. I just found X that does X.
  26. I just found X that does not X.
  27. I just got my package from X.
  28. (Snap transition with text question).
  29. ASMR of product in use.
  30. X Product is the only one I use for X and I’m gonna show you why.
  31. Some days I don’t X and that’s why I use X.
  32. Come do X with me (show the product in use).
  33. This is why you need X.
  34. I got the best gift for my X.
  35. Doing X is like X (metaphor + greenscreens + voiceovers).
  36. POV (only text and video).
  37. Guys, this works so well and looks so beautiful (end results, then problem + pain).
  38. This is one of my favorite X brands for X (Unboxing + in use).
  39. Product on website vs. in real life.
  40. Instead of doing/using X do X.

Budgeting

Budgeting should never just be something that you just pull out of thin air and that’s why I’ve got a few recommendations on how to come up with your budget and what you should be thinking about before you consider moving forward with TikTok ads.

It’s important to keep in mind that your budget is relevant to your objective. For example, if your objective is to get sales or something lower down the funnel, you need to spend more per day versus if you were optimizing for someone to add to cart. This is relative to get out of the learning phase. TikTok’s learning phase is a bit different than that of Facebooks and if you cannot achieve 50 event fires for what you’re optimizing for within 7 days, then the ads will likely stop spending and thus you won’t be able to get out of the learning phase and start finding more people to get your ads in front of.

If you have a larger budget, I suggest setting your budget to follow this formula:

  • (50x Average CPA)/7 → This daily budget formula is built around the idea of getting 50 event fires for what you’re looking to optimize for, your ideal CPA and then the presumption that you hit this within 7 days and thus are able to get out of the learning phase.

If you want to know more about TikTok ads or are ready to get started getting customer from a new channel with massive potential and scalability, reach out to us here.

How To Set Up Facebook Shops

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Want to take your business online but not sure where to start? Facebook Shops is very easy to set up and only takes a few steps.

Facebook released a new feature where small business owners can now set up their own online shop directly on their Facebook Page in efforts to help with the economic recovery around COVID-19. 31% of small businesses have stopped operating and those who have survived moved their business completely online! This is the difference of staying afloat and going under. There are 1.6 BILLION Facebook users! Most people spend an average of 40+ minutes per DAY on this platform so why not take advantage of it!

Creating a shop is completely FREE! This is very different from Marketplace because you are setting up your own store online and hand picking the products you want to show off.. Consumers can purchase from your shop directly without going to an external website. This makes it a better experience for people and will in turn close more sales in general. Before Facebook Shops, consumers would be taken to an external website that usually took FOREVER to load. Customers lose interest when they have too many roadblocks (pop-ups, email sign ups, etc.) and eventually leave the page and not purchase something. This new feature is native and seamless!

In this article, I will show you how easy it is to set up but please don’t stop here! There are plenty of strategic ways to promote your FB Shop! My advice is to partner with someone who knows what they are doing AKA me (edit this however you want lol). You are going to want to make sure that people actually come across your business. There are 60 million other small businesses on Facebook so you will need to be strategic about how to promote your Facebook Shop. (this will be another article… what do you think?)

 

How to set up Fb shops:

Before you get started, you will need a FB account and a FB business page. You will need to be logged into your business page.

Step 1:

Locate the Shop tab on the left side and click on it. If you don’t see the Shop tab, you will have to go to Settings then select template and tabs, find the current template and click Edit. From there, you can find the Shopping template. (can use another pic i stole this from someone bc im lazy rn)

Step 2: 

In this step, Facebook is going to ask you about your business details. Click on the Shop tab. There will be a “Get Started” pop-up that will explain the set up. Click get started and it will ask what kind of business you have and where you do business. See screenshots below:

FB will then ask you for your information for tax purposes and shipping preferences and options. It is highly advised that you use shipping services that offer features like tracking and delivery confirmation. You must also ship your product within 3 business days of receiving the order. After this step, it would be a great idea to thoroughly look through the Merchant Terms and Policies and agree to those terms.

Step 3: 

In this step, FB will ask you to configure your payments. In most cases in the US, you will just have to link your bank account. If not in the US, you will be provided other options like Paypal or Stripe.

Step 4: 

Time to add your products! Go to your Facebook Shop and select Add Product. A Product form will pop-up. Adding a photo is a MUST! You can add multiple photos (highly suggested) and even videos! After filling out the form, click save and you’re done! Add as many products as you like afterwards. There is also an option to create collections so your page will be more organized.


Making Remote Work

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PEOPLE

  1. Are the right people on the team?
  2. How do you evaluate if the right people on the team?
  3. What to do with the wrong people on the team?
    1. CVs are questionnaires to filter for a ‘quick no’.
    2. Don’t trust your gut – interviews can deceive.
    3. Test for the actual job during the application process.
    4. Test for technical as well as cultural fit.
    5. If in doubt, say “no”.

Process

  1. Process is the common language of how work is translated into output.
  2. Process must serve people, not the other way around.
  3. Without processes, a company cannot scale.
  4. Process evolves over time – different at 5 pax vs. 50 pax.
      1. Support and enhanced processes; doesn’t define it.
      2. Team is required to use officially selected tools.
      3. Can change over time.

Tools

  1. Daily online hours (9AM-5PM, M-F)
  2. Everyone should touch base by 9am.
  3. Utilize slack to communicate effectively on each project.
  4. Utilize Trello or alike project to track where projects are within their cycle
  5. Clearly defined milestones within your PMS.
  6. Frequent feedback loops via slack channels
  7. Contant KPI tracking and management
  8. Use data and facts to resolve arguments
  9. Can work from anywhere as long as above processes are met No internal email!
    1. Support and enhanced processes; doesn’t define it.
    2. Team is required to use officially selected tools.
    3. Can change over time.
  • Communication
    • Slack ∙
    • Google Meet / Zoom
  • Project Management ∙
    • Trello / JIRA
    • Todoist (personal use)
  • Documentation
    • Google Docs
  • File Management
    • Box

“Company culture is the personality of a company. It defines the environment in which employees work. Company culture includes a variety of elements, including work environment, company mission, value, ethics, expectations, and goals.” – The Balance

PROJECT MANAGEMENT

  1. All tasks must be created as a specific project or task within a Trello card.
  2. The way you set up trello should be optimial for your team’s workflow and success
  3. Trello can be utilize both internally and externally, it should just be planned out from the beginning.
  4. We always know what tasks are done, pending, and not done, and have a good visibility into a projects overall progress.
  5. Can spot problems and proactively address them as they occur, not when the project is already late.

FILE & DOCUMENT TRACKING

  1. All documents that require editing and collaboration must be on Google Drive (documents, spreadsheets, and presentations).
  2. Static documents and files are all stored on a company drive account.
  3. No personal Dropbox for work files.
  4. No attachments in internal email.
  5. All your work must be backed up via drive.

MAKING REMOTE WORK

  1. Culture of Freedom and Accountability.
  2. Defined milestones, sprints, and communication loops.
  3. Shared company KPIs and output-driven culture.
  4. Online tools to manage, collaborate, and track everything.
  5. Once set up properly – you can scale with any number of people in your company.

HOW DO I GET STARTED?

  1. Performance tracking system.
  2. Set up your feedback loops.
  3. Chatroom (Slack, Basecamp, etc.) as your primary office.
  4. Weekly online – only all-hands meeting.
  5. Trello for tasks.
  6. Google Docs / Microsfot Teams for documentation.
  7. Box / Dropbox / Drive for files.

Jordan Glickman – Entrepreneur

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Jordan is the founder of Impremis Marketing Agency operating in Asia which is now working towards acquiring online businesses. He has been in the online marketing space for almost a decade specializing in services that help build launch and scale online businesses.

JordanGlickman.com

Impremis.com

—

CallumConnects Micro-Podcast is your daily dose of wholesome entrepreneurial inspiration.

Hear from many different entrepreneurs in just 5 minutes what hurdles they have faced, how they overcame them and what their key learning is.

Be inspired, subscribe, leave a comment, go and change the world!

If you would like your story to be considered, go to: https://bit.ly/2ZweC0a

Boosting vs Utilizing the Business Manager

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We often time run into business owners that are already running Facebook ads (or in this case boosting posts) on their own or have someone inhouse doing them. We find this to be an incredibly good sign on our end as they understand the possibilities of investing in online advertising already. Subsequently, one down fall is they oftentimes have little to no clue how they are doing nothing more than dumping their money – well, into Uncle Zuck’s pockets.

We often time run into business owners that are already running Facebook ads (or in this case boosting posts) on their own or have someone inhouse doing them. We find this to be an incredibly good sign on our end as they understand the possibilities of investing in online advertising already. Subsequently, one down fall is they oftentimes have little to no clue how they are doing nothing more than dumping their money – well, into Uncle Zuck’s pockets.

What is boosting?

Visually they look very similar but technically, they are the most basic form of “advertising” that you can perform on Facebook. In short, they are created by allocating a specific budget to a post already on a Facebook page. The only real similarity they share with Facebook Ads are that they require a budget and have limited targeting capabilities. There is typically a call-to-action from the admin of the page’s point of view that says Boost. Once the button is clicked and the post is approved via Facebook, it will be “shot gunned” to the nearby selected audience.

 

As of this article, the only refinements you can make when selecting this target audience are via the age, location, gender and a handful of “interests”. If I was the owner of a solar company, realty group, or high-end fitness club, I would rather the money I am investing into reaching a specific group of people be much more refined via other metrics in addition to other creative options that the Business Manager allows for compared to just boosting. Another huge difference that you will be able to utilize by using the Business Ad Manager is that it allows you to not only have more in depth targeting and creative options, but to select specific objectives of the campaign. This means that you can choose whether you would like the ads to collect people’s info via a Lead Gen Form, open a conversation with a chatbot, optimize for specific conversions (purchases, leads, webinar registrants, etc.), and many more. Using the Business Ad Manager makes more sense than just hitting the boost button so that you can get the most out of your ad budget while having more control of it

My professional advice to all business owners or anyone driving the marketing for their company is to stop using the boost button. Instead, learn how to utilize your Business Manager on the back end of Facebook or consult with an agency that knows what they are genuinely doing. This can typically be pretty obvious if they are result and ROI focused. Alternatively, you can learn more on how to hold your marketing agency accountable here.

What are Facebook ads?

While boosting is still technically considered an advertisement, genuine Facebook ads are created on the backend of Facebook through Facebooks ad manager with a plethora or more advanced customization solutions. From the platform, there are a handful of advertising objective that can help you reach different business goals. But be forewarned, although this side of the platform looks relatively easy to navigate, does not mean you will be an expert after a few hundred dollars spent on it. One of my favorite TV shows says it best: “A lot of guys watch Bruce Lee movies. Doesn’t mean they can do karate.” -Billions

So where a boosted post may initially optimize for likes, comments, and shares or overall really untargeted brand awareness, what can Facebook ads optimize for and do? To simplify it for you, we have outlined a simplified version to this longwinded answer below.

What more can I do with Facebook Ads?

  • Split test – Split testing is a marketing strategy where two elements of marketing campaign are tested successively to see which one delivers the best results. With Facebook ads, you can split test an extensive list of options such as the placement of the ad, different audiences, delivery optimizations, creative works and even copywriting. By split testing different metrics, it allows advertisers to be able to optimize and generate cheaper and more qualified results over time.
  • Targeting – While Facebooks targeting took a big hit in 2018, there is still a multitude of options to choose from. Subsequently, even with the decrease in options going into 2019, any good Facebook marketer will be able to provide and deliver high-level targeting ideas to get you in front of the right audience. With Facebook ads, you have an ability to target cold audiences via their locations, demographics, behaviours and a handful of other options. When it comes to warm or hot audiences, you have the ability to target your website visitors, a contact list, application users, look-a-like audiences and more! Facebook ads indefinitely give you the power to get you in front of the right people to enable you to see a ROAS (return on ad spend).
  • Objectives – With Facebook ads you have an incredible opportunity to be able to market to your audience based on the point in the customer journey they are in. If it’s your first campaign of the funnel, it may be a good idea to begin with a brand awareness post prior to executing a campaign where customers would be considered to be in the consideration or conversion phase. Regardless if you are doing retail or e-commerce, there are optimizations for the right objective you might be trying to reach with Facebook Ads.
  • Retargeting – Have you ever been on Amazon looking for a pair of shoes when later while browsing on Facebook you came across an ad with the exact picture of shoes you were looking for? That’s retargeting. Retargeting or remarketing is perhaps one of the most powerful methods of marketing available to marketers today. The reason retargeting is effective is that your marketing investment targets people who already know your brand, logo and name and have recently shown interest. That’s why most marketers who smartly make use of retargeting see a quicker ROI than from other digital channels. Retargeting is a strategy that is simple to implement but complex to strategize to successively add to a highly converting funnel.

Overall, Facebook ads is an amazing tool and platform for any and all businesses looking to reach their ideal target audience(s) while having them take a specific action based on your business’s goals. Whether you are looking to gain more brand awareness, leads, engagement, or sales for your business, then Facebook ads can definitely deliver, if performed correctly of course. However, many businesses do not understand the difference between Facebook ads and boosting posts, which is why we put this article together in order to shed some light on this subject in hopes to help business owners put their advertising dollars to the best use. Even though you can choose an “objective” like to receive messages when you boost a post, Facebook does not optimize as well as if you were to run it through the Business Ad Manager. When you do it through Business Ad Manager instead, Facebook has more information on your target audience, data, and a better understanding that you are looking to get the most amount of leads at the lowest cost unlike when you are just boosting the posts. Therefore, to get the most results and ROI out of your money, running your posts as ads through the Business Ad Manager is much more beneficial than clicking the boost button.

-Jordan Glickman

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