Thread by @richstemecom

In the latest 2022 TikTok report, they show real numbers of how much TikTok can drive and boost offline sales.

Learn all of it in 5 minutes:

🧵 /// THREAD /// 🧵

TikTok released the findings of two market studies:

- Marketing mix modeling in partnership with Nielsen
- NCSolutions sales lift studies

These were the results of both:

1/ Higher paid media ROAS and offline sales efficiency

➤ United States

Thanks to TikTok, the study showed a 14% increase in paid media ROAS compared to other digital media they measured.

Additionally, it showed a 2X increase in offline sales efficiency.

➤ Europe

The numbers were even more surprising in Europe (UK, Germany, France, Italy, Spain) - 64% increase in paid media ROAS and 2.8X the offline sales efficiency.

➤ Southeast Asia

In Indonesia, Malaysia, and Thailand, the study found an increase of 63% in paid media ROAS, and an incredible 5.2X boost in offline sales efficiency thanks to TikTok.

2/ Most efficient TikTok ad placement

No wonder here - the winning ad placement turned out to be In-Feed videos. That’s not much of a surprise considering the limited placement options TikTok offers.

Plus, In-Feed videos have the most native and organic feel.

3/ Scaling opportunity

In-Feed videos performed so well that they found out you could probably Increase your weekly In-Feed impressions by 50% while still maintaining efficient offline sales lift and scaling.

(Made me think if I’m maybe killing some ads before giving them a proper chance.)

4/ A comparison of 16 CPG brand campaigns in the US.

Among the 16 campaigns, 14 generated statistically significant sales lifts.

The average ROAS for these studies was 2X the NCS median campaign performance benchmark.

I guess TikTok had more potential than we all gave it initially. I’m definitely reserving a large chunk of my time in 2022 on TikTok scaling.

To the above study, I’d add some more tips I’ve personally found helpful in driving sales:

➔ Influencers and content creators

In my experience, they’re your best bet to place your product in front of many eyes in a budget-friendly way. Don’t be afraid to reach out to creators in your niche with your offer.

➔ Social linking

Don’t forget to promote your brand cross-channel.

TikTok ads work well as Instagram and Facebook placements.

Also, always place your store link in your bio, Instagram handle, and any other social media channel you use.

➔ Spark Ads

They’re a great way to leverage UGC and boost sales.

With Sparks Ads, you can get permission to boost a customer’s or creator’s video and place your CTA with a link to your store.

Spark Ads look very native since they show as if from the creator’s handle, not from the brand. So, both parties win here.

The content creator or customer gets free exposure, and the brand gets traffic to their store.

➔ Moving fast and staying current

Adjusting to TikTok trends and dropping passing ones is a crucial skill if you’re advertising on this platform.

I’ve said it earlier - on TikTok you can launch faster, but scaling a product is not a straight line.

The only way to succeed is to be a TikTok user yourself. Spend at least half an hour a day to get a feeling of what’s trending and working now.

It will make you a better advertiser, I promise.

Don’t see it as waster time, see it as research.

TikTok products blow up pretty fast and die fast also. That’s why I never stop testing. Always have 1, 2, 5, 10 product backups. The more, the better.

Learn to multitask a bit in your product selection.

➔ Great hooks

The attention span you’re fighting with here is 10 to 15 seconds. That’s your average TikTok user.

Just imaging - at the time they watch your TikTok, that’s the only thing they see on their FYP, no other distractions to make them stay or leave. So, it’s all up to you (no pressure though).

That’s why a great hook is crucial for every single TikTok you release out there.

The purpose of the first 3 seconds of your video is to make people watch the next 3 seconds. And the goal of those 3 seconds is to make them watch the next 3, and so on.

And, please don’t forget to test different hooks.

If there’s one split test you should do with TikTok ads is to try two or ideally more different 3-second openers.

Tips for great TikTok hooks:

- Use a text overlay right away
- Show the product in the first few seconds
- Build suspense or provoke curiosity
- Controversy (a scroll-stopper)

Did I miss other sales-boosting tricks? Let me know 👇

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@richstemecom

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