What mistakes are people making with their video advertising? How can video marketers fix these mistakes and succeed in the modern battlefield of video advertising? How should video advertisements be structured and which key elements should be included?
Throughout this article we’ll walk you through everything you need to know about how to create high-converting creative video ads that ACTUALLY work in the modern space. Keep reading to learn more.
You are missing out on scaling growth opportunities, If you’re doing any one of these:
Launch new creatives once in a while
No systematic approach?
Not sure what, how, or why?
If you are not pumping out new creatives, your competitors who do will ultimately convert your customers into theirs. You wouldn’t be able to run enough split tests to truly optimize your ads with split testing. You also need to have more ad options to discover your biggest winner.
Most people only know the hook and CTA, and don’t understand what goes in between them that contributes to a successful ad. Without a systematic approach, you can’t identify what’s actually working, and wouldn’t be able to recreate the success.
Once you are familiar with what goes in between Hooks & CTA you can now create countless optimized video ads to launch creatives to hit the range of 50 to 100 per week. All you need to know is what modular & scalable pieces to plug them into the frame.
F.E.M.S.S.A. stands for: Frameworks, Elements, Modular, Segments & Structure, Auditing. Let’s dive deeper on this subject and talk about each part of the theory.
Frameworks are tested, and they’re proven. It produced 6-7 figures winning results many times and with many different industries. This is where you can get your best chances of success.
You can plug & play with these frameworks. They’re repeatable. But you have to fill the framework with modular elements.
When time gets unpredictable you want to rely on your Framework. You can be assured and know that you can take your elements, plug them in there, and expand.
This is one of our proven frameworks below!
Ex. Pass UGC Framework
Elements are the components that make up your ad, think about baking a cake.
You want to start looking at contents in a way that when you see these pieces, you can identify them. Once you can identify them! You can recreate them! Because now you can understand what is contributing to your success.
Our team figured this out and made each element, 4 seconds long, because that’s the amount of time somebody will need to read the copy and take in the visual. We always aim for 4 seconds & hardly ever go over.
This is all you will need is to identify what pieces you have been using for your success. Here are the elements that make up an ad, but not all of them are a part of one ad!
You want your elements to be modular! Why? Because you want repeatable success for your creatives. If you want to recreate your success, you need to be able to break it down and know what your ingredient list is.
You can then take a successful element from one ad, plug it into another ad, and several other ads. Being modular extends the life of your content & lowers your cost per content.
You need to know to the deepest level of what it’s going to be categorized so you can use it over and over again.
Anytime you can introduce a product with social proof, PR, or a number of reviews, it is HIGHLY effective and people will start to believe it is all it seems to be.
The structure of these elements is very important because they determine what framework you’ll be using. For example, these two are similar but there is a difference between product intro and discovery. Mixing the two will set off the tone, perspective, and the viewers.
Without structures, you are not able to reuse the element easily, and not going to have much life out of them. It won’t let you roll over the success you have.
Begin with creating your inventory and taking the contents you already have.
To Audit, you want to look for your winners & losers. Find which element works & didn’t work, and segregate them. From here, we want to cross-reference them. Look for what element is in this ad & that ad, and find the one being repeated.
The next question to solve is, which one of these is leading to success? These are the ones you want to be repeating. Take Inventory, track how many elements do you have that lead to success.
You’ll want to plug in the winning element and play, you’ll be mixing and matching the elements with an educated approach. After you have received data back from the Plug and Play, you can now start split testing because you’ll know what each part of the ad is made out of.
Step #1: Analyze Winner & Losers: Ad 1, Ad 3, and Ad 4 are winners with the highest conversion rate, lowest CPM (Cost Per Mille), and Highest CTR (Click Through Rate) stopping power, view time.
Step #2: Cross Reference: Hook #3 & Intro Product #2 are the same.
Step #3: Take Inventory: Record the winning elements from all the videos in the cross-reference
Step #4: Plug & Play: take all the winning elements, mix & match to fill the framework.
Think of A.U.D.I.T. as:
Distribute To Your Framework
Clients typically want to pay $4K to 5K per Content Packages. Yes, they’re not cheap! It comes with 68 Unique Pieces and about 2-3 storyboards.
Good creatives should never die out! Let’s make sure we’re getting rid of the riff raff and promoting the hell outta the winning video ads.
It’s always important to test ads with the P.L.R.T. or the Path of Least Resistance Test. If you’re testing creatives, that means you should ONLY be testing creatives.
This means that proven copy and proven thumbnails should be used to prevent these variables from affecting your results.
From there, you’re gonna start gold mining. Red, yellow, and green are used to sort the different variations to see which video ads performed the best.
Red is going to be at the bottom of the barrel, below metrics, and needs to be cut.
Yellow is in the middle and can go either way. To figure out what to do with yellow video ads, use a correlation decision making tree.
Green are your winning video ads that have floated to the top and need to be promoted and scaled like crazy.
You can also apply the 80/20 rule where 80% of the video ads are made using proven frameworks, and the other 20% is used for testing. You can also go 70/30 or 60/40 depending on how many new video ads you would like to test.
In a sticky situation, you can still fall back on your proven framework ads that are guaranteed to provide results. These are your workhorses that will keep you moving, but you GOTTA be consistently testing new video ads.
The more you can test, the more likely you’ll strike a goldmine video ad that will be an absolute winner.
User Generated Content, or UGC, is a really useful framework that can be repurposed to create MANY more video ads than before.
There’s more than two ways to use UGC content, but we’ll go over two in this article as an example. The two ways we’ll be talking about using UGC content is in Direct Response (DR) script driven videos and in element morphing pieces of video ads.
Any winning videos can be turned into UGC content through UGC morphing. When morphing, we’re basically turning all text-driven elements that were in the video ad and automatically bring them to UGC style content. Turning the video ad into something very similar to “As Seen On TV” ads.
In past frameworks, AFTER the solution has been introduced inside of the video ad, the UGC content is used to provide social proof and reinforce the product as a believable solution to the target audience.
Let’s say you get 8 Unique Pieces of video advertising content for $8K.
That puts your piece per content at $1K. If you break those pieces into modules fashion you can now multiply how many ads you have. You can make 80 content and that will bring your cost per piece of content down to $100.
Get familiar with F.E.M.S.S.A. to scale aggressively! Let’s make up for iOS 14 privacy updates in the most creative way possible!
The process of creating modular video ads is not easy. We outline the video, write the scripts, cast the talent, film the videos, edit the videos together, then publish and track the content for the best results. This process is a lot of work and is also very time consuming. It’s even worse if the modular video ads are being made by less experienced individuals as there’s quite a learning curve to everything from writing to filming to tracking & reporting.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help and to learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
So, to make a long story short let’s run through the 5 key takeaways from this article.
F.E.M.S.S.A. is for pre-production roadmapping and stands for Frameworks, Elements, Modular, Segments & Structure, Auditing.
A.U.D.I.T. is for screening video ads for performance and stands for Analyze, Usability, Distribute To Your Framework, Integrate it, Test It.
The 4 key metrics to look for when auditing an ad are video average watch time, playthrough percentage, cost per click cost, and finally the click through rate.
Use the 80/20 Rule when launching and testing ads. Use the P.L.R.T. or the Path of Least Resistance Test to test ads and keep constant variables.
Any winning video can be repurposed into a kick-ass UGC video ad through morphing.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help! To learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
Now that you’ve gotten a taste of Viscap Media’s CEO speaking about powerful modular videos and UGC content that convert, it’s time to see him in-person or in real-time on a livestream!
We’re excited to announce that Cody Iverson will be speaking at the GeekOut Ukraine event on Saturday August 28, 2021 at 11AM GMT. You can follow the link to GeekOut Ukraine Live to get your FREE pass to watch.
Don’t miss your chance to learn new ways of using video advertising and UGC content to skyrocket your eCommerce business to the moon!
We look forward to seeing you there!
GeekOut Ukraine Live | GeekOut
What is eCommerce and why is it gaining soo much traction nowadays? Investopedia defines eCommerce as Electronic Commerce and is anything that allows firms/people to buy/sell over the internet. Investopedia also goes on to state there are 4 different segments for this industry. These segments are defined as B2B, B2C, C2C, and finally C2B.
Through this article, we’ll be talking about what eCommerce software & marketing is, how eCommerce software works, the 5 best eCommerce software to use, and which video styles are the best for eCommerce marketing.
Keep reading to add more useful knowledge to your eCommerce marketing toolbelt!
Recent additions and world events have revolutionized the eCommerce industry (in a good way), from the introduction of social commerce to the explosion of online sales due to Covid lockdowns/restrictions. It’s mixed everything up from the eCommerce software to how eCommerce marketing is being done. According to Statista, there was over $4.28 BILLION in eCommerce sales in 2020 alone with projected sales of $6.38 Billion for 2024.
As brick-and-mortar stores become harder to shop at during the Covid restrictions, these shoppers are finding other ways to get their fix and trade sellers their hard-earned money for products/services.
The most common alternative is going to be an eCommerce store where they can instantly order their goods over their internet and have it delivered to their front door! No need to skate down the street for beer anymore. Just sign up for a monthly prescription and have artisan craft beers that you’ve never even heard of dropped off on your doorstep! Now that’s what I call convenience.
Plus, your eCommerce store is ALWAYS open so your shoppers can look at your catalog at 3 am on Sunday waiting in a fast-food drive-thru if they wanted to. Not to mention that your overhead costs will be much, much lower since you’re not paying for rent, stockers, clerks, electricity, water, and any other expenses that a brick-and-mortar store would have.
The selections are virtually endless as eCommerce stores operate out of remote warehouses or ship on-demand from a distribution center. They don’t have to worry about weird items taking up precious real estate on their shelves or narrowing down the selection as the options are only limited by how far the shopper wants to scroll!
There are some downsides to eCommerce stores and these can be a real letdown. The first is the limited amount of customer service that comes with an eCommerce store. There aren’t any clerks or stockers to help you find what you’re looking for or to answer any product questions.
The second is the lack of instant gratification. It takes time to ship or deliver items. Most places have an extra premium cost if you want something overnighted to you.
The third is not being able to try before you buy. The closest we can get to some of these items, including pants, before buying them online is seeing pictures of them and reading the measurements in the description. We can’t test the fabric or fit on clothing as an example.
How does this incredible eCommerce software work? eCommerce software’s main goal is to be an online store or an area where viewers can buy products or services that they want through the internet.
All eCommerce software will either let the seller create their own website to sell through, link their eCommerce software with their website, or let the seller list their products or services directly on the eCommerce software provider’s website.
The two types of eCommerce software are On-Premise and Software as a Service (SaaS). On-Premise is when the eCommerce Software is hosted locally and managed by a team that manually maintains the eCommerce store.
The other option, SaaS, is Software as a Service where the eCommerce website is hosted and maintained off-site by the provider. If you don’t have a server tower running Linux with your eCommerce store on it, you’re most likely using SaaS.
SaaS is easier to use and with the recent updates to SaaS providers has become fully customizable and more convenient to most sellers.
Good eCommerce software should be able to do five things really well. Those five things are managing customers & orders, managing products & inventory, simplifying marketing, automating shipping & taxes, and enhancing the customer experience.
Great eCommerce software will automate most of your customer journey and walk the customer through a path to purchase your products or services. There are seven steps that go into how eCommerce software works. Those seven steps are:
Another six things that you should make sure your chosen eCommerce software does depend on what you’re doing with it include:
1. Web Hosting
2. Product Catalog
3. Shopping Cart
4. Seller Dashboard/Merchant Interface
5. Payment Processing
6. Order Fulfillment & Shipping
Now that we’ve gone over WHAT eCommerce software is, let’s start talking about the different options that are available.
Trying to find the best eCommerce software is a LOT harder than it sounds. One answer for one seller may be different from another’s based on what features they need and what goals they’re aiming for. Here we’ll explain the top 5 eCommerce software to get your noggin joggin’ about which eCommerce software is right for you. The top 5 eCommerce software are:
These eCommerce software are all listed on PC Mag and Capterra as well. If you’re still having issues deciding on the right eCommerce software that’s right for you AFTER this article, you can check those two places first for even more information to help narrow down your options.
The first eCommerce software we’ll be talking about is Shopify. Most people who use eCommerce stores swear by this platform in one way or another, and anyone that does eCommerce has certainly heard of them as they’re the market leader for this vertical. Shopify is known for its easy setup and ability to handle large order amounts, but the tradeoff is it’s not the cheapest option out there.
The second option is Squarespace. Squarespace is simple and affordable as it charges transaction fees. The tradeoff is you may not be able to make your eCommerce shop look exactly the way you want it to and may not look the prettiest when it’s done. It’s a quick and affordable way to get started in the eCommerce world though.
Option three is Wix. Wix is an easy-to-use platform that lets you build a website and sell products online through an eCommerce store. There’s a free trial so you can set up your store and try it out (the free version doesn’t allow for receiving payments) before putting the money down and going live.
The fourth option is BigCommerce. BigCommerce is an eCommerce software that’s more geared towards stores that already have some skin in the game. The monthly subscription is a bit hefty at $30/month and there’s no refund for purchased plans, so once it’s set up there’s no pulling out!
The upsides to BigCommerce include 24/7 customer support, unlimited products/file storage, and a 15-day free trial. It’s more of an option if you want to switch to a different eCommerce software later on in the game.
The final option we’ll cover here is GoDaddy. Everyone’s favorite domain seller and web hosting service also offer an eCommerce software solution! Their pricing packages start at around $20 and that’s more affordable than other options listed above including BigCommerce and Shopify.
There are some limitations that come with this eCommerce software though, and some of these may be a deal breaker for some. These limitations include the lack of overall support (from no app being available to no PoS support) and there is no developer API available.
To make a long story short, Squarespace and GoDaddy will be your most affordable options but can be a bit limiting depending on what you need the eCommerce software to do. If you’re looking for an eCommerce software that has all the bells n whistles plus you’re not worried about price, then BigCommerce or Shopify will be your best options.
Top 5 e-commerce Software TikTok Video
eCommerce marketing is any marketing that drives awareness and traffic to your online store to capture conversions and increase sales. The different ways of advertising may include everything from a paid Google Search PPC campaign to doing pre rolls on Youtube with product videos.
There should be an overall strategy formed before any advertising campaigns are launched that aligns all of the marketing efforts with the same goal, message, and brand personality to make sure that viewers are not confused as to who you are, what your brand means, and what your eCommerce store offers.
This strategy can be created through some research and an Integrated Marketing Communications (IMC) Brief. You can fill out your IMC Brief with a customer journey model, customer persona, some internal/external analysis, and planning out your goals/objectives.
Now that we have our IMC Brief, it’s time to kick off the advertising!
The BEST way to showcase your products and services is through video. Video has become the preferred format with the current desktop internet and mobile speeds being able to play videos now reasonably fast. No more waiting on dial-up to load those pictures!
According to this Forbes article, people spend an average of 3.7 hours a day watching videos and by 2022, 82% of all consumer internet traffic will happen because of video. It’s the biggest thing in advertising right now, and it’s generating better results than any other medium out there today.
Branded videos are great for showcasing your brand and what you stand for. These are best for raising brand awareness and brand preference in the mission to stay top of mind, tip of tongue.
These are best when placed in the awareness, consideration, loyalty, and advocacy stages of the customer journey.
Branded videos can be placed everywhere from your social media platforms to doing geofencing prerolls.
The goal of these videos is mostly to maintain and increase the brand equity you’re managing. To get more conversions, product videos will be more helpful in reaching your goals.
Product videos are PERFECT for showcasing how products work, what problems your product solves, and how nice the products look.
The product videos can be posted in a number of places from geofencing pre roll videos to your social media channels similar to the branded videos; however, product videos are also great for driving conversions ON TOP of impressions.
The product videos can include a call to action (CTA) to get viewers to visit your eCommerce store and make a purchase. According to a statistic quoted in this BigCommerce article, viewers of your product video are 1.8x more likely to convert compared to a non-viewer.
Viewers are also more likely to absorb the information and education if it’s presented in a video format compared to text or image. The viewer doesn’t have to overanalyze a picture or read through bodies of text to fully understand the key benefit claims of the product with product videos.
With the current advertising space and people being bombarded with more messages than ever, product videos are the best way to grab attention, entertain, and educate the viewer all in one shot!
This also leads to fewer returns as the buyer is clicking submit on the order fully armed with the knowledge behind what the product does and what problems it solves. On top of all that, the product video will show more of the product, and read off the main points that the seller wants to communicate to the buyer.
There are five main types of product videos that can be made and these are general overview product videos, product video demos, user-generated content (UGC) product videos, influencer marketing product videos. and behind-the-scenes product videos (BTS for short).
These five different types of product videos can be used for different reasons and combined to make an overall video marketing strategy.
Overview product videos are great for overall education for the viewer as it’s the best at explaining what problem the viewer has and how the product solves it. This is also an opportunity to tell a story and get the viewer interested in your brand and what you do.
Why did you start selling this product? Was there a problem you ran into in your life that no other product fixed? Where did you get the idea for this product? You can answer questions like these to guide your story along.
The demo product videos are best for showing how the product works and how effective the product would be in real-world situations. Using demo product videos also allows you to show off how beautiful your product is and bonus points if you can get an actor/model to show off the product. Remember: faces and lifestyle imagery really work! Once the attention has been grabbed, you can have some nice closeups of your product to showcase its beautiful design.
To get the best results with demo product videos, it’s best to find a good eCommerce agency to help you make your videos as well done as possible. The eCommerce agency is going to know the ins and outs of eCommerce marketing, be able to help make a polished final video that will play well on different platforms, and increase conversions for your eCommerce store.
Behind-the-scenes (BTS) product videos are best for brand recognition, awareness, entertainment, and brand preference. This is one of the best ways to get followers on Instagram as people REALLY love seeing what goes on behind the curtain and finding out what makes the magic happen.
The BTS viewers also find it really educational and entertaining as they can pick up neat tips on videography and jokes from the cast and crew! The best part is that all the BTS footage you’ll ever need will be taken DURING the making of your other product videos, aside from editing they should be ready quicker.
User-generated content (UGC) product videos are an incredible way to reach more people and increase the sales volume of your eCommerce store! Most shoppers nowadays trust their friends, family, and peers more than advertisements, and even influencer marketers!
The perks user-generated content has over influencer marketers is that it’s more organic and feels like friends talking to each other, the poster has complete freedom to say whatever they want (unscripted), it’s totally free for the brand, the UGC poster is more likely to be a follower of the brand (possibly with a brand advocate-level loyalty), these product videos can perform better than branded videos.
Influencer marketing product videos are right there next to UGC on effectiveness. Both types of product videos have their own perks and challenges. The main perks that come with influencer marketing product videos are their reach and impressions are usually higher than UGC product videos, they normally have a higher quality of content, the brand has input as to how the product video is made (potentially scripted), and they can still perform better than branded videos.
You can find influencer marketers specific to each social media platform. TikTok has an entire Creator Marketplace for you to browse through. There’s a million and one third-party marketplaces for Instagram influencers, but none actually run by Facebook/Instagram. Youtube has a creator marketplace for influencers to get paid through called Youtube BrandConnect.
You can even mix up your user-generated content and influencer marketing with micro influencer product videos that are provided to the brand. They’re testimonials and will increase your conversions for your eCommerce store! It’ll have all the perks of an influencer product video with all the appeal of user-generated content.
There is an infinite number of reasons to hire an eCommerce marketing agency, but here we’ll give you a few of the top reasons why:
Some companies aren’t sure how to approach eCommerce marketing, content marketing, and product video marketing. That’s completely normal! There are experts in this field who are more than happy to help you out with all of your video marketing! There are eCommerce agencies and creative marketing agencies that can handle any size project you’re currently dreaming of!
How do I find the right eCommerce agency if I don’t want to handle the product video marketing? The right eCommerce agency will be the one that you match up with well and the one that can deliver the best possible results for your eCommerce store. Here at Viscap Media, we specialize in eCommerce store clients and have various case studies of other brands in your current situation!
We also make influencer marketing product videos, scroll-stopping social media marketing videos, and much much more. When you want to hire an eCommerce agency for your product video marketing, I know VisCap Media is a specialist in this field and will be your first call! Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project.
Want to see what high quality product video advertising can do for your eCommerce store?
Contact us at Viscap Media today to get started! As video marketing experts, we know the eCommerce marketing industry, the social media platforms, the different eCommerce softwares, the theory behind marketing, and creating product video content for eCommerce that convert!
Contact us today, and let’s get started working on your digital marketing campaign plans!
To make a long story short, eCommerce is anything that lets people buy and sell over the internet.
There’s a million and one different eCommerce software out there and we picked the top five to help narrow down your search (Wix, Shopify, GoDaddy, BigCommerce, and Squarespace). The best eCommerce software is going to depend on your needs and goals.
eCommerce marketing is anything that drives traffic and conversions to your eCommerce store. The best form of eCommerce marketing is to use product videos made by an eCommerce agency. If you don’t want to handle your own marketing, let the professionals handle the project to ensure quality results!
Retail eCommerce Sales Worldwide 2014-2024 | Statista
eCommerce Explained | Investopedia
Best eCommerce Software | PC Mag
Find Best Software | Capterra
What Is eCommerce Software? | Finances Online
eCommerce Software | Shopify
eCommerce Software | Squarespace
eCommerce Software | Wix
eCommerce Software | BigCommerce
eCommerce Software | GoDaddy
Why Should eCommerce Stores use product videos? | BigCommerce
The State Of Online Video For 2020 | Forbes
If you run an online business, you have to market effectively to get traffic, convert visitors into customers, and profit overall. However, knowing how to market effectively is contingent on having plenty of data to analyze.
Where do you get that data?
Ad tracking is incredibly important for modern online enterprises that leverage any type of online advertising or marketing, including video ads, pop-up ads, or social media marketing. Ad tracking lets you fully discover which parts of your marketing campaign work and which parts need to be cut to save money.
Let’s break down three major things you should know about ad tracking, including what ad tracking is and how to leverage it for your online business.
Ad tracking means tracking the impact or success that an advertising channel has on your marketing goals. In simpler terms, ad tracking helps you determine the return on investment you see for spending on a particular type of ad.
For example, say that you launched a recent ad campaign focusing on high-quality video ads that you posted on Instagram. In that case, you can use ad tracking to determine:
Ad tracking is a key part of any modern marketing campaign. Without ad tracking, it’s almost impossible for you to determine which advertising channels are successful and to figure out where you should spend your marketing budget for the most bang for your buck.
We’re fortunate to live in such a data-driven time. In previous generations, marketers had to rely on their gut instincts or other, less accurate data collection methods to figure out which ads clicked with the public.
A lot of things. These days, ad tracking is a very sophisticated industry. It’s the cornerstone of digital marketing regardless of your niche or what you sell.
Here’s a simple, non-exhaustive list of what you can track with ad tracking and systems:
In short, ad tracking let your marketing team gather data. Eventually, you can use the data to create better ads that convert even more highly than before.
Or you can use the data to modify your existing ad campaigns and reduce wasting your money on ineffective advertisements.
You can get started with ad tracking at any time, even if you haven’t used it for your business up to this point.
Let’s explore the most common ad tracking methods so you can determine which tools you want to use for your marketing goals.
Cookies, in short, are temporary Internet files stored on visitors’ home computers. They’re eventually automatically deleted or wiped upon computer reset or by antivirus programs.
But before they are wiped, cookies transmit data back to your marketing or advertising teams, giving those teams useful data about user behaviors while those users are still on your website.
Technically, cookies are a type of tracker, but they only send data while someone is on your website. Through cookies, you’ll be able to figure out:
Tracking pixels are another common type of ad tool. These 1×1 pixel spaces fit into the bodies of email messages, like those used by email marketers. They’re also added as code snippets to your site’s HTML so that your marketing team can track where a visitor comes from; an ad, another site, social media, or an email.
For example, whenever the email recipient opens their message, the tracking pixel then transmits data back to its host (i.e., your company’s marketing team). This pixel notifies you that the email was opened. If the recipient then clicks over to a page on your site, the pixel will track this, too.
In this way, tracking pixels can help you figure out how often your emails are opened, whether your ads or social media are sending visitors to your site, which ads and social media are working, and more.
Facebook, naturally, does a lot of ad tracking by itself. When you make advertisements on Facebook, you can use ad tracking pixels to:
It’s a good idea to use the tracking tools available from Facebook whenever possible. These features are baked into the platform’s advertising functions, so there’s no reason not to include tracking pixels in your marketing strategy.
DoubleClick is one of the Internet’s most favored advertising platforms, and Google acquired it in 2008. Now the search engine giant uses it to run ad campaigns for large companies across several channels.
For example, if you searched for “cat food” and later found that advertisements for cat food started popping up on other websites, it was because DoubleClick was tracking your searches. These days, DoubleClick is still around as Google Ads/Ad Manager and Google Marketing.
URL tracking is arguably the simplest form of ad tracking available. Whenever a user clicks a link attached to your ad campaign, you’ll get a report about which of your advertising channels generated the link and click.
In this way, URL tracking can be very helpful for determining which ad channels are most worth your time and money.
For example, say that your ad campaign uses social media marketing, Google ads, and banner ads. URL tracking could let you determine which of those three channels drew the most people to your website every month. Then you could double down on the most successful channel and increase your conversions even further.
In the end, ad tracking is something you should lean into with your future marketing efforts to gather as much data as possible. Data is the name of the game when it comes to successful marketing, and digital marketing agencies like VisCap Media can help you master it.
We can not only help you craft meaningful and engaging content for your target consumers. We can also help you drive conversion on your website through informative video content and high-quality video ads. Contact us today to see what we can do for your business!
There are dozens of different types of ads you can place across social media platforms, on your own app, and on your website. However, interstitial ads are some of the most effective and potentially frustrating ad types for web users.
Interstitial ads grab attention like no other advertisement on the market, but they can also cause your brand to be penalized by Google. With that in mind, let’s break down whether you should be using interstitial ads and how you can leverage them effectively.
In a nutshell, interstitial ads are interactive and full-screen advertisements. These ads, unlike others, cover the entire screen or interface of a host app, website, or program.
They’re called “interstitial” because they usually take place between content or user actions. For example, one of the most common spots for an interstitial ad to pop up is between two different pages or two different areas of a given website.
Interstitial ads are distinguished from other ads like pop-up ads, banner ads, and native ads. Fortunately, interstitial ads can also come in various media types, including video ads, text ads, rich media ads, and more.
However, the intrusive and full-screen nature of interstitial ads means you have to use them carefully to avoid irritating your target audience or breaking the rules.
They can be.
Many companies use interstitial ads to get the attention of their target consumers in a bolder, more intense way than most other advertisements allow. It’s often impossible for someone to ignore an interstitial ad because it takes up the majority of an app or program’s screen.
Additionally, you can use interstitial ads on both desktop and mobile devices. This makes them versatile and flexible for many companies’ specific needs or advertising goals.
However, Google does penalize mobile pages that contain interstitial ads. Why? Because interstitial ads often go against Google’s guidelines.
Mobile devices typically have smaller screens than most desktop or laptop computers. Because of this, it can be very difficult or even impossible for someone to close out of an interstitial ad when they don’t want to progress further down the ad’s selling funnel.
As a result, interstitial ads can ruin a mobile user’s experience entirely, whereas, with desktop interstitial ads, viewers can simply click out of the advertisement if they aren’t interested in what it is selling.
Google will penalize your website for an interstitial ad if it takes the following forms:
If your website and interstitial ads are penalized by Google in these ways, you’ll rank less highly with Google’s search engine results and effectively wasting your ad money. Furthermore, you may turn off your target audience from your brand entirely.
Even though some interstitial ads can cause penalties, you can also place them in smart locations and avoid those potential consequences.
For the best results, it’s not a good idea to use interstitial ads on mobile devices except for a few exceptions:
Some business owners may wonder why they should bother with interstitial ads given their potential penalties from Google.
But these ad types do come with a lot of benefits. They’re extremely popular because they have a high impression rate relative to other ad types. When combined with a great video commercial or ad, for example, an interstitial ad could lead to excellent returns for your marketing budget.
Interstitial ads are also perfect for mobile apps and raising brand awareness for mobile companies. If your main product is a mobile app or user experience, interstitial ads could be the way to go just because of their high impression rate.
Naturally, a high impression rate also leads to a higher click-through rate and increased conversion across the board.
Since interstitial ads can be effective, let’s break down some of the smartest practices you should leverage when crafting and placing your ads.
To start, ensure that your interstitial ads integrate seamlessly with the rest of the user’s experience on your website or mobile app. In other words, the ad shouldn’t break the user experience or the theme of their customer journey so far.
Say that your customer is already looking at an “About” page for your website. Don’t pop an advertisement up when they click on a potential product page, as you’ll just annoy them and may inspire them to leave your website.
Instead, it may be wiser to place a video interstitial ad at the beginning or home page of your website demonstrating the value of your flagship product. Furthermore, any interstitial ads you place should appear before a page break or before a button that the user is required to click appears.
Think about when a good time might be for an interstitial ad to appear. If you think that the video interstitial ad you’ve created would be annoying to your target audience, err on the side of caution and leave it out.
Instead, save your interstitial ads for breaks in the action or when a customer reaches the bottom of your mobile app’s page or interface. Furthermore, don’t make your interstitial ads too long. Just like Instagram ads have to be the right length, so too do interstitial marketing pushes.
While interstitial ads can be effective, they aren’t the only tool in your toolbox. You can leverage plenty of other ads that don’t risk irritating your target consumers or driving people away from your website.
If you think that long-form, high-quality video content might be a better choice to get people interested in your brand and convert them into paying customers, skip interstitial ads and the potential risks they bring.
Interstitial ads are a complex topic, and they take quite some consideration before you know whether they are a good fit for your website or mobile app. If you need further help deciding whether or how to use interstitial ads, contact VisCap Media.
We’re visual media experts, and we may be able to help you craft converting, engaging video content for interstitial or other ads for your brand. Best of all, we’ll make sure that none of your ads are annoying or drive people away from your business.
So, TikTok currently has 689 million active monthly users as of January 2021. That’s INSANE!!! The TikTok app has also been downloaded over 2 BILLION times as of April 2020. It’s also been the #1 downloaded app in Apple’s app store since the first quarter of 2019! TikTok first gained traction with the younger generations in the US and is now expanding to take over the older generations as well in their quest for video social media app domination.
We’ll go over what TikTok marketing is, the recommended TikTok video advertisement specifications, whether or not you should advertise on TikTok, how to set up your TikTok ads manager, creating a TikTok campaign to advertise on TikTok, and some neat tips as to how to take your paid TikTok marketing to the next level!
Once we figure out how to do these things, I’m sure you’ll be on your way to making totally killer TikTok paid marketing strategies to grow your business and scale up quickly!
Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.
Contact us today, and let’s get started working on your paid digital marketing campaign video plans!
So, TikTok makes it super easy for people to find what their TikTok advertising posts should look like. Check out this link to the recommendations of your TikTok advertising post by going to video ads specification. You can also find a link for it in the links section at the bottom of this article. If you don’t want to click either link that’s okay! We got you covered. All the information is directly from TikTok and in a table that’s easier to read than the one on TikTok’s own website article.
1. The video creative must have background music or sound.
2. Upload high-resolution videos. Avoid blurry or distorted pictures caused by stretching or compressing dimensions.
3. Ad creative should be localized; languages other than the local official language where the ad will be shown should not be shown too often. An example of this would be using Mandarin Chinese in Australia or Spanish in the United States.
These suggestions above are directly from the horse’s mouth To be honest, it’s probably more of a recommended guideline than a suggestion. If your video is not optimized you can use the “Intelligent Optimization Tool” inside of your TikTok Business account.
Now that we got the basics out of the way, let’s move on to something a bit more complicated.
Whether or not TikTok advertising is right for you is totally up to what your market research is saying. This will be a combination of doing target market research, finding your key demographics, creating an ideal customer profile, creating a customer journey, and finding out if TikTok matches up with your research as a platform that makes sense to reach the target audience.
A few years ago, the key demographics of TikTok were different than they are today. The average age was 16 years old and would not have been considered for products that appeal to a more mature audience. Recently, the number of people over the age of 18 has exploded at an alarming rate.
According to Statista, as of March 2021, 22.4% of users are between the ages of 20-29, 21.7% are between the ages of 30-39, 20.3% are between the ages of 40-49, and only 11% of users are above the age of 50. This means that TikTok is able to show your TikTok campaign to WAAAY more diverse groups of people than in the past. Individuals with different interests and that belong to generations other than Gen Z are now very reachable through the app allowing companies to target specific niches to get the right TikTok advertising in front of the right target audience. These target markets can also be super narrowed down to get exactly the right people in front of the ad, or it can be A/B tested through the TikTok Ads Manager optimization settings.
Advertising on TikTok comes with some really cool features that you don’t get on other social media platforms. As we mentioned before there’s the Intelligent Optimization tool to make sure the videos are formatted and fit right. You can also set the target advertising objective for your TikTok campaign in the TikTok Ads Manager.
The options for simplified mode include website conversions, website traffic, app installs, and lead generation. A third reason to advertise on TikTok is the A/B ad testing and AI optimization it offers. Some different levers that can be tested for include the target audience, account structure, optimization event, creatives, and bid & budget. We’ll talk about these more in-depth under the “How To Create A TikTok Campaign For Paid Social Media Marketing” section below.
TikTok makes setting up your advertising SUPER easy. There’s an easy/simplified mode and an advanced/custom mode so you can get extremely precise with your settings or let the AI do MOST of the heavy lifting (still requires effort).
Another thing to consider when deciding whether or not to advertise on TikTok is the cost. Can you afford it and will it produce the ROI (Return On Investment) you’re looking for? TikTok starts at $10/CPM and goes up from there. The average TikTok campaign is costing brands between $50,000-$120,000 depending on format and length. The minimum spend for advertising on TikTok is $500 with brand takeovers costing $50,000/day, In-Feed Ads at $10/impression, and a hashtag challenge costing $150,000/week. This minimum spend is going to put in a barrier to entry that some small businesses can’t afford. If this is you, don’t worry! You can start with the other social media channels such as Facebook and Instagram, then start advertising on TikTok when your accountant says it’s all good.
In-Feed Ads are the most affordable format right now with the $10/CPM cost with it. The most expensive format is the Branded Hashtag Ads. These ads can be done organically, but paying for the TikTok campaign guarantees that viewers will be seeing it promoted for six days and increases the chance of the TikTok campaign going viral.
There are a few different ads you can launch on TikTok depending on what your goals are. You can view case studies and examples on the TikTok Inspiration page which shows other brands that have launched amazing TikTok campaigns on the app.
Influencer Marketing (Not technically a TikTok advertising post directly)
The first one we’re gonna talk about is the Topview Ads. The Topview Ads are similar to the top listing ads on Google or any other PPC really. It’s the FIRST thing that pops up when someone opens up the app. I’ve certainly accidentally clicked on these more than once and know from first-hand experience that these drive lots of interactions.
The second type of ad that can be used is the Brand Takeover Ads. These ads are similar to the Topview Ads. These are essentially like the pre-roll video ads that you see on Youtube before your actual video plays. There’s no way to comment or like these videos/pictures and it’s best to pair these ads up with other formats to get the best reach for your TikTok campaign.
The third type of ad are the In-Feed Ads. These are TikTok campaign ads that appear in people’s organic “For You Page” or FYP. The best practice for these types of ads is to go with a brand story or make the ad look as organic as possible. These types of ads have the ability to be shared, commented, liked, followed, or interacted with by the viewers.
The fourth type of ads that can be harnessed for better reach is the Branded Hashtag Challenge. This goes beyond simply clicking on a link or watching a video. It calls on the community to accept the gauntlet and create their own UGC or User Generated Content in a chance to win rewards and/or create interesting content based on the TikTok campaign you’re running. These have the greatest amount of engagement and can produce some shockingly good results.
The fifth type of ads that can be used to advertise on TikTok are the Spark Ads. They’re totally native to the TikTok platform and lets you use organic TikTok advertising with some interesting features.
Instead of having ALL the buttons on an ad point to your landing page, you can pick and choose where each button will send the viewer. The profile icon will lead to your TikTok profile page, swiping left will bring them to your account page, clicking the music disc will bring them to the music page, and the CTA/video caption will send them to the landing page.
This is done by transforming the posts you already have on your page or by using an organic post by another creator (with permission). This type of ad is only good for Auction Ads and Reservation Ads. Some benefits of running these totally organic posts as paid ads is that it’s 100% native to the TikTok platform, it brings long-lasting market impact, and the goals are customizable with flexible buying.
Another tactic that can be used with your paid TikTok advertising is to use influencer marketing. We spoke about this in the Organic Marketing TikTok Guide so we’ll quickly glance over it for those that haven’t read the other blog article.
TikTok is AMAZING for influencer marketing and even has a TikTok creator marketplace where companies and people can find influencers to market their products and services. If you’re interested in becoming an influencer creator, check out this TikTok help article on how to get started on becoming a TikTok influencer/creator. If you’re a company or person looking for an influencer for your brand, check out the TikTok creator marketplace.
TikTok Creator Marketplace will ask you to set up a TikTok Ads Manager account or to login to one you currently have. After the login portal, TikTok Creator Marketplace will ask you to fill out a form for your TikTok campaign information and location to narrow down your search for the perfect creators.
Remember to keep in mind your brand personality and target audience when choosing an influencer to get the best overall reach and the most interaction out of your newly formed partnership.
The different types of TikTok campaigns all contribute to one or more stages in the customer journey. Starting with awareness, all six styles of TikTok advertising can be used to generate impressions. The types of TikTok campaigns that would be best for generating awareness are Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges and Influencer marketing. These are great options to get your brand and message in front of as many people as possible.
The second stage in the customer journey is consideration. The best options are going to be able to educate the viewer about the problem, product, and solution. The best formats you’ll be considering for this stage will be Topview Ads, In-Feed Ads, and influencer marketing. These three options are going to be your best bet at getting the right information to the right target audience. Think of this as your education funnel to make the viewer an expert on your brand vertical.
The third stage in the adventure your customer is travelling on is the convert stage. Our goal for these TikTok campaigns is… you guessed it! Conversions! We’ll want to use Topview Ads, Spark Ads, and influencer marketing to drive as much traffic to our landing pages as possible. We can also have a lead generation goal as well to capture new client information.
The fourth step is loyalty with the fifth being advocacy. We can add touchpoints with the client to increase brand preference and maintain as much top of mind, tip of tongue as possible. The best TikTok campaigns to use with these stages in mind will be the same ones for awareness. This will be the Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges, and influencer marketing. The goal is to stay relevant and maintain the relationship the brand has built with their customer or client.
On top of all these reasons to advertise on TikTok, the BEST reason is that viewers are actively watching these videos and interacting with the app. With other platforms like Facebook, Instagram, and Youtube the viewers may be passively watching the content while doing something else as multitasking has taken over. TikTok doesn’t have this problem as bad as the others. I know from personal experience that rewinding a show I’m watching is really common when multitasking with TikTok as the app takes over my senses and drowns out the video I left on in the background. It requires the viewer to swipe every time they want to load a new video instead of having an autoplay function where it loads a new video after the current one is finished.
These different types of TikTok formats should be mixed and matched to get the best results. Something to keep in mind when designing your TikTok campaigns is organic looking ads that blend in with the rest of the platform’s content are the ones that perform the best. Viewers will take longer to realize it’s a TikTok advertisement and will be more receptive to content that they’re already used to. On top of all of this, it’s possible to get trends going on TikTok because the community LOVES doing these! Take the Menulog Branded Hashtag Challenge as an example: TONS of people made user generated content for the TikTok campaign in the hopes of winning a prize, and to have fun doing it! The main tip is to find ideas the community will be receptive to and that fit the platform well.
The best strategy to use for advertising on TikTok will depend on what your set goals and objectives are. If your goal is to build awareness and brand recognition then the option that makes the most impressions will be your choice. You would set up a TikTok campaign for in-feed ads and brand takeover then. If your goal is to drive more traffic to your website or TikTok page, then Spark Ads and Topview Ads will be your preferred approach. Most of this decision making will be based upon where in the customer journey you want to use TikTok advertising. Whichever TikTok advertising types and message you choose, make sure they all line up with your brand image and presence on other platforms. With a little A/B testing and AI optimization, you’ll be hitting your marketing goals in no time!
Another piece of marketing theory to keep in mind when designing a marketing strategy and tactics is Johan Berger’s STEPPS theory, and a really solid paid video advertising plan. Watch this TikTok video below to learn more!
To set up TikTok Ads Manager, you’re gonna want to go to ads.tiktok.com and create an account separate from your organic TikTok page.
The website won’t let you use your organic TikTok profile login for the TikTok Ads Manager because… reasons.
If you already have a TikTok Ads Manager account, you can skip ahead to the “How To Create A TikTok Campaign For Paid Social Media Marketing” section to advertise on TikTok!
The next step after creating your login information is to verify your email or phone number by passing the security test, copying the code in your email/phone, and pasting it into the verification code field.
After verification, the next step is to go ahead and actually set the account up. TikTok Ads Manager will walk you through a few fields you gotta fill out so they have all the company information for your TikTok Ads Manager account.
After these forms are filled out, it’s time to move on to the fun stuff! Setting up the actual paid TikTok campaign to advertise on TikTok.
Once your TikTok Ads Manager is up and running, it’s time to get cookin’ with the actual paid social media campaign setup so we can advertise on TikTok.
To do this, go to ads.tiktok.com and login with your TikTok Ads Manager account.
Step one: click on either the “simplified” or “Custom” Mode to start creating the TikTok campaign. For this walkthrough we’ll be using the simplified mode to create a lead generation campaign.
Next, select which goals you want to reach. We’ll be going with the lead generation option in this walkthrough. You can even name your TikTok campaign and this is highly recommended if you plan on running multiple different campaigns at the same time. Click continue to move along to the next page.
The next page will ask you to fill out some information, relevant to the specific type of campaign you want to run. The information for a TikTok advertising website conversion campaign will be different from that of a lead generation TikTok campaign.
Now comes the REALLY cool part. You can turn on Automated Creative Optimization so TikTok will automatically make the best version of your ad using your creative assets. Think of it like a puzzle where the ad text, images, and videos are all pieces that TikTok’s AI will A/B test to figure out which completed puzzle is the best. Once you decide on whether or not to use Automated Creative Optimization, it’s time to hit next and move on to target audiences.
The options on the Target Audiences form include things like who to include/exclude, location, gender, age, and even language! You can get really specific with these settings or let TikTok optimize and A/B test these for you with TikTok’s Smart Audience Targeting. Here’s a quick table below from TikTok’s help article showing some target audience options. It’s just straight copy pasta and identical to the one on their website. Click next once you’re happy with the target audience settings.
Moving on, the next step is to set the budget for the campaign. You can set the spending cap, the schedule, and the highest bid you’re comfortable with. Once the awkward conversation/internal debate about money is settled, it’s time to click next!
This is the page where you’re gonna add all the specifics around your TikTok paid advertising campaign videos. You can name your TikTok ads, choose the format, upload the videos/images, and smash out the details of the ad. After all of the details are settled, it’s once again time to hit next and move on to the next page!
Since we chose lead generation as our TikTok campaign goal, this last page is specific to the lead generation objective. Your final page may look different if another outcome was picked. On this final form, we will be uploading/creating a lead generation form and adding tracking information for TikTok to record the results of the TikTok campaign. Once this is done, go back and double check that ALL of your TikTok campaign information is correct before hitting submit.
Once you hit submit, your brand new paid TikTok campaign is born! Pop some champagne and celebrate because your paid TikTok advertising is now LIVE and RUNNING!
It’s time to click the dashboard at the top of the page and see how our newborn baby is doing. Once you’ve verified that everything is running smoothly and there aren’t any errors, it’s time to relax and let TikTok take over. Check in regularly to see how the campaign is doing and if there are any changes that need to be added to the TikTok campaign.
So, coming back to the whole AI optimization TikTok offers. Some of the different levers that can be changed during AI A/B testing are: the target audience, account structure, optimization event, creatives, and bid & budget as we discussed above. These different levers can be tested for the best possible outcomes, then used with your TikTok campaign to help reach your goals faster. Give it a go and see what AI optimization can do for you!
Some companies aren’t sure how to approach social media marketing, content marketing, and video advertising. That’s totally fine! Leave it to the experts to handle these projects so you can go back to running the company you love, or counting money on the beach in Antigua. This way you’re not having to keep up with modern trends, learning new platforms, and creating gripping video content. When you want to hire a firm for video marketing, I know VisCap Media is a specialist in this field and will be your first call! We know how to increase user engagement with scroll-stopping video marketing content!
Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project. They can create social media marketing calendars, high-quality/high-converting video content, and a winning marketing strategy for your company.
Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.
Contact us today, and let’s get started working on your paid digital marketing campaign video plans!
To make a long story short, advertising on TikTok has never been as effective and easy as it is right now. The results speak for themselves and there are endless case studies of real companies making real traction with paid TikTok campaigns.
TikTok advertising is definitely a social media marketing platform to add under your overall paid social media marketing strategy as it’ll produce eye-poppingly appealing results that’ll knock you straight outta your chair.
To get the best results with advertising on TikTok, set up an overall social media marketing strategy that includes ALL of your marketing efforts on social media and keep the messages consistent across different platforms.
Another way to jump-start your marketing campaigns is to partner with a specialized video marketing agency such as VisCap Media. We’re experts in social media video advertising, branded videos, and much more! Come visit us on the web and contact us today so we can help you with your video assets for your paid social media marketing campaigns!
Video Ads Specifications | TikTok Help Article
Inspiration | TikTok Inspiration Page
TikTok Spark Ads | TikTok For Business
TikTok Ads Manager | TikTok For Business
TikTok Creator Marketplace | TikTok For Business
TikTok Ads AI Optimization | TikTok Best Practices Article
TikTok Target Audience Options | TikTok Ads Manager
TikTok Intelligent Optimization Tool | TikTok Help Article
Monthly Active TikTok Users | Backlinko
TikTok User Age Demographic | Statista
Any online business needs digital content to be relevant to show they’re knowledgeable about their industry or niche. However, it can be tough to launch a website, run an online business, and ensure that you post the right digital content to convert your target consumers and improve brand awareness.
Most successful businesses have digital content strategies: Frameworks they can use to plan out the content they will create in the future and maintain current content already live on their websites. What if you don’t know how to create a winning digital content strategy?
Read on, and we’ll break down exactly how you can create a digital content strategy that converts in no time.
The first step toward creating a content strategy that works and converts is: Start at the top. You should figure out your content goals and key topic areas before doing anything else.
The best marketing campaigns in the best digital marketing strategies are focused rather than generalized. Just like you want to target a specific subset of people as your core audience, your content goals should also be focused on converting a key segment of the population rather than everyone who surfs the web.
To do this, break down three things:
Once you have identified all these major aspects, you can move on to the next step.
Next, you’ll need to do some research to understand your target audience if you haven’t done so already. Audience research involves figuring out:
All of these questions will lead you to break down your potential target audience into their major demographic attributes, such as their age, sex, location, and recreational interests. Once you’ve figured out your target audience, you’ll be able to better craft video advertisements, banner ads, and other marketing materials to draw them in and convert them into paying customers.
One good tip is to create so-called “audience personas.” Audience personas are like avatar consumers that stand in as generalizations or archetypes for your project consumers. Then, when you make a video ad, you can ask yourself whether your audience’s personal character would connect with the ad and take steps to improve your content if necessary.
Next, do lots of keyword research for search engine optimization. This mostly involves researching certain targeted keywords that your core audience is already searching for.
Suppose that you sell affordable sneakers for exercise enthusiasts. In that case, you’ll need to research the targeted keywords that gym-goers and bodybuilders are already looking for so you can tailor your written content, your page titles and even your video ad content to their needs.
In doing this, your content will rise more quickly on Google’s search rankings, elevating your brand out of obscurity and making your content punch well above its weight. Doing plenty of SEO keyword research before launching your content development process will go a long way toward maximizing the marketing budget you have.
Once all your research is out of the way and you have developed audience personas for your target consumers, you can finally start developing content for your website.
The best thing to do is start building content that lives on your website first and foremost, including blog posts, informational videos, and more. Why? In short, it builds authority in your target area or niche.
Let’s stick with the example of a company that makes shoes for exercisers. In this case, a good content strategy might include:
By posting content on your website before moving on to ads, you’ll seem like an informed and knowledgeable source for workout shoes to anyone who stops by your site.
If you skip this step, and someone does happen upon your website, they might not trust your brand enough to make a purchase.
Naturally, you will have to create ads. We recommend doing this after making content that lives on your host website.
As you build ads, be sure to create your content in the right way. Follow these key steps to ensure your content workflow is manageable and consistent:
A key part of successful digital content creation in this day and age is consistency. In fact, if your online brand doesn’t constantly produce new digital content, it could be left behind by Google in favor of websites or brands that update their content more frequently.
With that in mind, you need to post new content at least once per week if you want to stay relevant and draw new consumers to your website.
To maintain such a rigorous schedule, be sure to develop workflow processes that can help you maintain content creation and improve existing content. Have a steady stream of content writers, editors, video creators, website managers, and more to ensure your online brand and its content is shipshape at all times.
Naturally, you can contact experienced visual media marketers, expert content writers, and other professionals in different industries to do this work. This is usually a great idea, as it’s difficult to juggle all these moving pieces yourself or with a small team.
Ultimately, having a digital content strategy is a great idea, and it’s one of the best ways to start building your online brand toward a successful and long-term presence. Once your digital content machine is moving, you’ll have to stick with it for as long as you want to remain in business.
Fortunately, you don’t have to do this alone. VisCap Media is here to assist you with your content creation journey. Not only can we help you create engaging visual media for your website, but we can also help you make video ads that convert your target consumers and customers. Contact us today for more information!
All businesses spend a fortune on marketing, from market research to audience persona creation to ad brainstorming and more. With so much time and energy spent on marketing, it’s common for new online business owners to ask:
“What’s the point?”
They’d be right to ask that question, too – it’s never a good idea to do something, especially something as expensive and time-consuming as marketing, without knowing why you’re doing it.
But marketing isn’t a holdover from previous economic practices. It’s a key part of every business and has seven major functions that can impact your company and its eventual success.
Marketing isn’t the same thing as advertising – or, rather, advertising is a part of marketing, but not the sum of its major functions or uses. Today, let’s break down the seven core functions of marketing in an easy-to-digest beginner’s guide.
Naturally, the major function of marketing is promotion, both of your brand in general and of specific products or services. This aspect of marketing is the most well-known and encompasses the widest variety of content types.
Promotional materials can include video ads, image ads, email marketing, social media advertising, and even promotional campaigns. When using marketing to promote your products, your target audience will theoretically become interested and visit your store to purchase.
However, promotion can also be used to sell your brand. People emotionally connect to brands (essentially corporate identities) and can eventually use a company’s brand identity or theme as a shorthand to determine whether they will make a purchase or not. When you’re first starting out, one of your major marketing goals will be boosting brand awareness.
It’s simple: the more people know about your brand, the more competitive you’ll be against others in your industry or niche. In this way, you market both yourself and your products to your core consumers in the hopes of persuading them to give your company a try.
When done successfully, emotional marketing can lead to massive sales increases and huge profits later down the road.
Of course, marketing is also used to directly sell products to consumers as well. Specifically, marketers will nurture leads through personalized communications or product-centric advertisements.
The classic example of this is a “sale” ad. Say that you own an upscale online clothing store. You’ll run a “sale” ad on your social media profile advertising that several of your most popular items are on sale to draw new customers or earlier customers back to your online store.
Customers might visit your store in hopes of getting a deal, then purchase clothes that they otherwise wouldn’t have if you hadn’t posted the advertisement on your social media page.
Your brand can still sell without advertising fulfilling this purpose, but it’s a lot harder. The right marketing and advertising efforts can really improve your profits and even bring new customers to your brand who haven’t shopped there before.
Marketing isn’t just about selling. It’s also about managing existing products. This major function of marketing involves:
These are aspects of product management, which help your brand be as successful as possible.
Marketers also do market research on many things, including price. The price you sell your products for will be determined by both the perceived value of the product or service and whatever price point you need to break even or make a profit.
For the best results, marketers can use promotions and branding to match desired price metrics as revealed by their research. In a way, one of the key functions of marketing is to sniff out what price customers are willing to pay for your products or services.
The better research your marketers do, the higher perceived value your brand will have, and the higher a price will be able to charge for your solutions.
Distribution channels are the bones of any long-term operation, and marketers perform a key function in this area. Specifically, they help you choose the right distribution channels for both physical and digital products or services.
Additionally, marketers may consider whether a particular supply chain or vendor fits your brand’s mission statement or public values. For example, if your company makes a big deal out of eco-friendliness or green initiatives, it wouldn’t make sense for you to partner with a gas-guzzling supplier that isn’t very eco-friendly.
Should your customers ever find out, they could turn against your brand, possibly creating a PR crisis.
Another major function of marketing focuses on financing. Marketing can generate money aside from just drawing people to your website or generating sales.
Indeed, properly executed and artfully designed marketing can help to build “brand equity” or the value of your brand as a whole. This goes beyond what you sell to people; instead, it means what people think your brand is worth on an emotional level.
Furthermore, this aspect of marketing is important for securing funding and investment for future business expansions. The more brand equity your company has, the more likely big investors will be to fund your company, and the more likely you will be to reach an IPO or initial public offering stage.
The last major function of marketing revolves around information management. These days, marketing is almost entirely data-driven, and the more sophisticated data your marketing team gets, the better they will be able to use that information to:
In this way, marketing serves as a kind of data analytics aspect of your business. It’s possible that, in conjunction with your raw sales numbers, your marketing team may provide your business with the most data compared to any other sector.
You can use the information your marketers gather for high-level executive decisions, such as deciding whether to expand over the next year, whether to cut certain products, and whether to hire more staff.
As you can see, there’s a lot more to marketing than just creating peppy ads that sell your flagship products. It’s in your best interest to partner with expert marketing firms like VisCap Media. We’re the best in the business for creating engaging, converting video ads and visual content for your website. Contact us today, and let’s get started boosting your brand to new levels of success.
Fun fact, did you know that over 100 million Americans are using TikTok every day? As a percentage, that’s 37.3% of the country or more than one in three people! 64.4% of users are between the ages of 20-49 with 11% above the age of 50.
TikTok is a relatively newer social media platform that has taken over the video content space. TikTok videos originally had a 15 second time limit on them. It’s been increased over the years to 1 minute, and finally 3 minutes most recently. TikTok organic videos are looped and are usually watched on the never-ending “For You” page that automatically chooses what content gets shown based on how the user interacts with the app. If the user watches a video to the end or likes it, the app is more likely to show that user more content that is similar.
Android owners can upload videos that are up to 72 MB while iPhone owners have the luxury of a 287.6 MB upload ceiling. Looks like another reason to buy Apple!
TikTok also has a built-in video editor where you can add text, captions, graphics, and soundtracks! The coolest part has to be the soundtrack features in TikTok as posts that use specific music become searchable by that sound track. More about that later.
So how do we reach our target audience and what’s the best way to do it on TikTok social media organically?
We’ll go over how to find trending organic marketing content, some TikTok organic marketing strategies, and some best practices for structuring the organic video content. Let’s figure ALL of this out so that we can include TikTok social media organic marketing content into our overall marketing mix and social media video marketing strategy.
Duet is a neat feature that lets you create side by side videos with content that’s already posted to TikTok. Not all videos are available for Duet and the TikTok app will let you know by having the Duet icon greyed out and unclickable in those situations. You can make your videos unavailable for this feature under your Privacy & Safety settings. You can also limit single videos so they can’t be used in Duet by going under the single video settings by tapping on the 3 dots on the video, going to the privacy settings, and change the “Allow Duet” setting to off.
Duets are usually reaction videos or repurposed clips that are used to complete conversations. The Duet feature can be used by tapping “Share”, and then tapping “Duet” on the menu that pops up. Duets can be searched manually with “duet @[original poster name]” as there’s not currently a way to search for the category in its entirety.
The “Stitch” function allows people to repurpose up to 5 seconds of content that is already posted on TikTok. The main difference between stitch and duet is stitch allows people to put the repurposed video inside the timeline of the new video where duet splits and shares the screen between the repurposed and new video content.
The most popular use for Stitch is to create funny and unique endings for content that’s already posted. Adding a funny alternate ending or plot twist can generate a lot of views and is a great way of increasing the reach of your organic marketing videos. The stitch function can be found right next to Duet. It can be found by tapping “Share” then “Stitch” on the menu that pops up. Not all videos are shareable for Stitch and TikTok will let you know that Stitch is not available for the video by having it greyed out and untappable. You can make your videos unavailable for this feature under your Privacy & Safety settings.
Soundtrack Syncing is another very popular type of TikTok organic marketing content. This is done by having the soundtrack already loaded up, playing it over the phone speakers, then syncing video with the chosen soundtrack. Some things people like to sync up include: lips, dance moves, and objects/events. The audio clip could be a trending song, an audio clip from someone speaking, or audio of something else completely. The only limitation is your imagination!
A great example of soundtrack syncing would be the Menulog TikTok campaign where a Snoop Dog song was used for a dance challenge! Menulog included a hashtag for their campaign (#DeliveryDance) and offered up delivery for a whole year for the prize winner. TikTokers were volunteering user generated content in the hopes of winning the prize. Their engagement went through the roof with this absolute banger of an idea!
TikTok Live is a great place that people can livestream on. The requirements are pretty straightforward. You gotta be 16 years old to start livestreaming, and 18 years old to accept gifts on live streams. Whether you’re a musician, Walmart, or a human lizard, TikTok Live is a great place to livestream content to attract viewers and get more awareness around your personal or company brand.
A good example of this is how Walmart launched a TikTok Live shopping experience where they live streamed Walmart Fashion for an hour with TikTok influencers. The idea behind the project was to have the clothing influencers wear shoppable clothing that’s available through Walmart with just a tap of the “Shop Now” button. It’s currently huge in Asia and is expected to take off in the US. This could be huge for ecommerce as TikTok gains more attention and becomes used more for marketing efforts like the one Walmart launched.
There are also other platforms that are trying out this partnership with ecommerce brands with Facebook, Amazon, and Google launching their own livestream & shop social media commerce.
Adding a link in the bio of your profile is a great way to send traffic there through your TikTok channel! Follow these quick steps to get started.
You can even take this a step further by making a Beacons webpage, then linking to Beacons through the TikTok Linkin.bio. It’s an app aimed at creators so they can easily set up and start profiting from their content.
Social media content creators can take donations, sell merch, do affiliate marketing, and much more! The website building is very straightforward, too. Everything is made up of gummy blocks that can be rearranged and edited easily. Creators can even embed TikTok videos next to the products that they’re promoting! If you’re an influencer or really into affiliate marketing, this is definitely the link in bio tool you should be using to make the most bang for your buck!
How do I find my target audience on TikTok? Finding your target audience on TikTok is very similar to finding them in other places such as for other social media platforms or your blog. Who are your customers and what do they like? What are they talking about? Start off with interesting topics that your clients, customers, or viewers would find interesting and go from there.
You can make these topics into “buckets” and expand it even further to get even more ideas. Another way is to take those same topics and find out what questions are trending, then answer them. This satisfies the “I want to know” search that your audience is looking for. An easy way to find some questions to answer is by searching suggested queries websites. All you need to do is insert a topic and it should automagically make a list of the top questions related to the topic.
If you’re still struggling with organic marketing inspiration, that’s okay! TikTok has an “Inspiration” section where you can browse some successful brands to see what they’re doing and how they operate. You can also go to the #trending page to see what kind of content is making it to the top. If you’re on desktop, you can scroll down and see the top hashtags, searches, and soundtracks being used under the “Discover” section.
Now that we have our content ideas, let’s get cooking!
How should I structure my TikTok social media video content to be as engaging as possible? The best way to structure an organic marketing TikTok video is to start with the end, then have the start of the video next, and then finally have the meat or body of the video. This will allow your video to loop smoothly and seamlessly. If you do it right, it should take the viewer a minute to realize that it’s looped. It’ll also add an interesting hook to your video if you do it right.
There are a few tricks that you can keep up your sleeve to increase your audience watch time and reach. The first trick is to use trending songs in your videos. You can find these in the “Discover” section as we discussed earlier. When TikTokers look up the song, your video will also show under it.
Another neat trick to keep in your pocket that increases user engagement on the videos is to try and speed up your videos to make them more fast-paced and exciting. You can do this by cutting out the spaces between your phrases in the video, using camera tricks like zooming in, and having dynamic text that moves or changes throughout the video. Add some awesome upbeat music in the background for extra points!
Now that we’ve covered the basics and some cool tactics for engagement, let’s talk about organic social media marketing strategy. There’s a bunch of different ways to approach this depending on what your goals and objectives are. Make sure that everything you do has purpose behind it. One framework that you can use is the S.M.A.R.T. Framework. S.M.A.R.T. stands for Smart, Measurable, Attainable, Relevant, and Timely. If you’d like to learn more about this framework, feel free to follow the link. There’ll be another one at the bottom of this article too if you want to check it out afterwards.
Here we’ll cover a few to get you started and you can decide which strategies are appropriate for you and your business. Luckily TikTok also has case studies about these strategies so we can get an idea of what they consider an “A-level” winning marketing strategy is.
The first tactic you can add to your TikTok social media marketing strategy tool belt is to use affiliate marketing mixed with a unique hashtag and TikTok challenge. You can find influencers for free on the TikTok Creator Marketplace. Whatever you do, please please please make sure the influencers you choose align with your brand and that their audience will be receptive to the promotion. This will get you the most bang for your buck and see that your audience grow a lot faster. If you wanna check out a case study about a brand that did exactly this, check out this TikTok article about a makeup brand that was really successful with this strategy.
Another tactic that might pique your interest for your TikTok marketing strategy is to use hashtags to rank higher in search results. You’re gonna have to do some research for this one, so let’s look at some quick ways to sort this out. You can use an online hashtag generator to help you with ideas. You can use a website like tiktokhashtags to get the creative juices flowing. After you’ve got a list, you can start typing in hashtags to TikTok. There should be a list that drops down and shows you how popular that hashtag is. You can make a list of these hashtags for later reference.
Next step is to start doing some competitor analysis. Look at some of the most popular individuals or companies whom you would consider your direct and indirect competitors. Start making a list of their most used hashtags as this will help you get a better idea of which hashtags are getting the most interaction. The lesser used hashtags will also help you increase your reach as it’s a lot harder to rank under the popular hashtags when you’re just starting out.
Now that the research is done, it’s time to start choosing your hashtags! A good rule of thumb is to stick with six hashtags. Two viral hashtags, two trending hashtags, and 2 video-specific tags that are less common. This is an ever-changing platform with trends coming and going in a blink of an eye. Make sure you’re double-checking these hashtags every week to make sure they’re still trending and ranking well. This research is important to your overall social media organic marketing strategy and will most likely affect what kind of content you make on TikTok.
Some companies aren’t sure how to approach social media marketing, content marketing, and video marketing. That’s totally fine! Leave it to the experts to handle these projects so you can go back to running the company you love, or counting money on the beach in Antigua. This way you’re not having to keep up with modern trends, learning new platforms, and creating gripping video content. When you want to hire a firm for video marketing, I know VisCap Media is a specialist in this field and will be your first call! We know how to increase user engagement with scroll-stopping video marketing content!
Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project. They can create social media marketing calendars, high-quality/high-converting video content, and a winning marketing strategy for your company.
Want to see what high quality video advertising can do for your business? Contact us at Viscap Media today to get started! As video marketing experts, we know the current industry, the social media platforms, the theory behind marketing, and creating video content that convert!
Contact us today, and let’s get started working on your digital marketing campaign plans!
To make a long story short, TikTok is a newer social media platform that is taking over the social media video content industry. It will take plenty of time, energy, trial, and error before you finally hit the nail on the head.
The best way to grow your organic marketing content is to follow TikTok’s guides, post content that your target audience wants to see, make the video content as engaging as possible, and have plenty of patience.
Your marketing efforts will be most effective if you decide to partner with a specialized video marketing agency such as VisCap Media. We’re experts in social media video advertising, branded videos, and much more! Come visit us on the web and contact us today so we can help you with your video assets for your paid social media marketing campaigns today!