TikTok Ad Strategy The Easy Way
Published on: December 5 2022 by Social Media Examiner
TikTok Ad Strategy The Easy Way
Table of Contents
TikTok Ad Strategy The Easy Way
| startTime | durationTime | text |
| 00:00:00 | 00:00:01 | The thing that's most surprising, |
| 00:00:01 | 00:00:04 | is the fastest growing audience is 30 plus. |
| 00:00:04 | 00:00:06 | So we have people that are selling life insurance |
| 00:00:06 | 00:00:08 | that are succeeding on TikTok, |
| 00:00:08 | 00:00:10 | people that are selling retirement stuff, |
| 00:00:10 | 00:00:12 | which is 65 plus. |
| 00:00:12 | 00:00:13 | And that's working. |
| 00:00:13 | 00:00:16 | So you have every audience that's now on TikTok, |
| 00:00:16 | 00:00:18 | which up until yesterday |
| 00:00:18 | 00:00:20 | was the number one website, |
| 00:00:20 | 00:00:22 | beating Google in terms of most traffic. |
| 00:00:22 | 00:00:23 | So TikTok is not just a fad. |
| 00:00:23 | 00:00:27 | It is the number one source of website traffic. |
| 00:00:29 | 00:00:30 | - Today, I'm very excited to be joined |
| 00:00:30 | 00:00:31 | by my good friend, Dennis Yu, |
| 00:00:31 | 00:00:34 | who is a Social Ads expert, and Co-author |
| 00:00:34 | 00:00:37 | of "The Definitive Guide on TikTok Ads." |
| 00:00:37 | 00:00:40 | And he's also the Founder of BlitzMetrics. |
| 00:00:40 | 00:00:41 | Dennis, welcome back to the show. |
| 00:00:41 | 00:00:43 | - What's up Mike? |
| 00:00:43 | 00:00:44 | - Super awesome to have you here. |
| 00:00:44 | 00:00:47 | So today, Dennis and I are gonna explore |
| 00:00:47 | 00:00:49 | TikTok ad strategy. |
| 00:00:49 | 00:00:54 | And Dennis, a lot has happened with you over the years |
| 00:00:54 | 00:00:55 | since you were last on the show. |
| 00:00:55 | 00:00:58 | You were last on the show in 2017, |
| 00:00:59 | 00:01:01 | and a lot of people know you as 'The Facebook Guy.' |
| 00:01:01 | 00:01:04 | So why don't you tell me a little bit about |
| 00:01:04 | 00:01:05 | what has transpired with you |
| 00:01:05 | 00:01:08 | and your business since 2017, |
| 00:01:08 | 00:01:11 | and then how in the world did you get into TikTok ads? |
| 00:01:11 | 00:01:13 | - Well, you know the price of Facebook ads |
| 00:01:13 | 00:01:15 | has doubled every year. |
| 00:01:15 | 00:01:16 | And Larry, Kim, and I have done some research |
| 00:01:16 | 00:01:20 | to show that it went from $5 to $10, |
| 00:01:20 | 00:01:22 | to $20 per thousand impressions. |
| 00:01:22 | 00:01:24 | And a lot of the data has been disappearing, |
| 00:01:24 | 00:01:26 | not just 'cause of Cambridge Analytika, |
| 00:01:26 | 00:01:28 | but iOS 14, Google Chrome, |
| 00:01:28 | 00:01:31 | all the extensions from GDPR that are impacting us. |
| 00:01:31 | 00:01:33 | And it's just a perfect storm. |
| 00:01:33 | 00:01:34 | Where TikTok came in, |
| 00:01:34 | 00:01:37 | originally, it was under a few other names, |
| 00:01:37 | 00:01:39 | but it's called TikTok here |
| 00:01:39 | 00:01:41 | ByteDance is the parent company. |
| 00:01:41 | 00:01:43 | And I discovered that |
| 00:01:43 | 00:01:45 | a lot of the things that worked on Facebook, |
| 00:01:45 | 00:01:46 | short form video, |
| 00:01:46 | 00:01:50 | 15 second stories that were working on, Instagram stories, |
| 00:01:50 | 00:01:53 | translated very well to TikTok, |
| 00:01:53 | 00:01:55 | because it's selfie style, |
| 00:01:55 | 00:01:59 | not highly produced kinds of videos, telling stories. |
| 00:01:59 | 00:02:02 | So, you know I've been promoting the dollar a day |
| 00:02:02 | 00:02:03 | tactik for quite some time. |
| 00:02:03 | 00:02:05 | We've spent a billion dollars on it. |
| 00:02:05 | 00:02:07 | I've been promoting the one minute video, |
| 00:02:07 | 00:02:10 | and now if we can condense the one minute video |
| 00:02:10 | 00:02:12 | down to 15 second videos, |
| 00:02:12 | 00:02:13 | then we can have things that |
| 00:02:13 | 00:02:15 | appear to be native on TikTok. |
| 00:02:15 | 00:02:17 | And we can have success on TikTok, |
| 00:02:17 | 00:02:19 | even if we are not young adults |
| 00:02:19 | 00:02:20 | that are singing and dancing, |
| 00:02:20 | 00:02:22 | or the kind of thing that causes |
| 00:02:22 | 00:02:24 | most real business professionals |
| 00:02:24 | 00:02:26 | to not wanna be on TikTok. |
| 00:02:26 | 00:02:28 | And so if I found it to be an amazing place |
| 00:02:28 | 00:02:31 | for businesses that have word of mouth, |
| 00:02:31 | 00:02:33 | have some kind of expertise to share, |
| 00:02:33 | 00:02:36 | because they can share that on their mobile phone |
| 00:02:36 | 00:02:39 | by literally just pulling it out like this, |
| 00:02:39 | 00:02:41 | and making a selfie style video. |
| 00:02:41 | 00:02:43 | And for those people that are willing to make video, |
| 00:02:43 | 00:02:44 | or they've made video on YouTube, |
| 00:02:44 | 00:02:47 | they've made video on Instagram or Facebook, |
| 00:02:47 | 00:02:49 | TikTok is a fantastik place. |
| 00:02:49 | 00:02:52 | We like to say that TikTok in 2022, |
| 00:02:52 | 00:02:54 | is like Facebook in 2007, |
| 00:02:54 | 00:02:57 | all the critikisms about the, |
| 00:02:57 | 00:03:00 | it's not ready, or it's for young adults, |
| 00:03:00 | 00:03:02 | or my audience isn't there, |
| 00:03:02 | 00:03:03 | or I don't wanna sing and dance. |
| 00:03:03 | 00:03:04 | You don't have to do any of that. |
| 00:03:04 | 00:03:05 | You just share your advice, |
| 00:03:05 | 00:03:07 | or you just highlight your customers. |
| 00:03:07 | 00:03:08 | And the very best thing is |
| 00:03:08 | 00:03:09 | that you can boost |
| 00:03:09 | 00:03:11 | what your partners, and customers, |
| 00:03:11 | 00:03:14 | and friends and employees have to say about you. |
| 00:03:14 | 00:03:17 | - So this is where I wanna like dig in |
| 00:03:17 | 00:03:18 | on your story a little bit, |
| 00:03:18 | 00:03:21 | because you were all in on Facebook, |
| 00:03:21 | 00:03:22 | and at some point |
| 00:03:22 | 00:03:24 | you decided to go explore TikTok |
| 00:03:24 | 00:03:26 | and ultimately co-author a book on it. |
| 00:03:26 | 00:03:28 | So tell me a little bit of that story. |
| 00:03:28 | 00:03:29 | How was that journey? |
| 00:03:29 | 00:03:30 | When did that happen? |
| 00:03:30 | 00:03:31 | Tell me a little bit of that. |
| 00:03:31 | 00:03:33 | - About two and a half years ago. |
| 00:03:33 | 00:03:34 | And I saw Musically, |
| 00:03:34 | 00:03:37 | which was the original incarnation of TikTok, |
| 00:03:37 | 00:03:39 | where people were doing reaction videos, |
| 00:03:39 | 00:03:40 | or they were doing duets. |
| 00:03:40 | 00:03:44 | And I thought, "I'm s'posed to be a social media expert, |
| 00:03:44 | 00:03:45 | so okay, fine. |
| 00:03:45 | 00:03:46 | I'll go check out this platform, |
| 00:03:46 | 00:03:48 | but I'm not gonna waste a lot of time. |
| 00:03:48 | 00:03:49 | I just need to..." |
| 00:03:49 | 00:03:50 | Anytime there's a new social network, |
| 00:03:50 | 00:03:53 | I'll come in and take a look at it, |
| 00:03:53 | 00:03:55 | but then I found, wait a minute, these guys are smart. |
| 00:03:55 | 00:03:58 | So I've had meetings with the folks that run TikTok, |
| 00:03:58 | 00:04:00 | and they told me that they... |
| 00:04:00 | 00:04:02 | I'll probably get in trouble for telling you this. |
| 00:04:02 | 00:04:04 | They are intentionally copying |
| 00:04:04 | 00:04:07 | what Facebook has done, on the ad side, |
| 00:04:07 | 00:04:08 | with business manager, |
| 00:04:08 | 00:04:09 | with the set up of the accounts, |
| 00:04:09 | 00:04:12 | with the way you set up campaigns |
| 00:04:12 | 00:04:15 | and the objective, optimizing towards the objective, |
| 00:04:15 | 00:04:18 | custom audiences, pixels, |
| 00:04:18 | 00:04:21 | they've literally, they've copied how to do lead ads. |
| 00:04:21 | 00:04:22 | So TikTok lead ads |
| 00:04:22 | 00:04:25 | are the exact same thing as Facebook lead ads. |
| 00:04:25 | 00:04:28 | So for me, it was a very familiar transition |
| 00:04:28 | 00:04:30 | to move from Facebook business manager |
| 00:04:30 | 00:04:32 | to TikTok business manager. |
| 00:04:32 | 00:04:34 | - Well, let's be honest. |
| 00:04:34 | 00:04:36 | Facebook has copied TikTok. |
| 00:04:36 | 00:04:37 | - And vice versa. |
| 00:04:37 | 00:04:39 | Even YouTube is copying, which is- |
| 00:04:39 | 00:04:41 | - Everybody's copying everybody. |
| 00:04:41 | 00:04:43 | That's unfortunately the nature of the beast. |
| 00:04:43 | 00:04:45 | So when did the book come out? |
| 00:04:45 | 00:04:47 | And tok a little bit about that, |
| 00:04:47 | 00:04:49 | and then tell me kind of what you're doing |
| 00:04:49 | 00:04:53 | with your agency, with TikTok and stuff. |
| 00:04:53 | 00:04:54 | - So here's the book. |
| 00:04:54 | 00:04:56 | Perry Marshall and I are co-authors. |
| 00:04:56 | 00:04:57 | So if Perry Marshall, |
| 00:04:57 | 00:05:01 | who is the godfather of Google ads can get on TikTok, |
| 00:05:01 | 00:05:04 | then certainly all the rest of us can. |
| 00:05:04 | 00:05:05 | And I was even thinking, |
| 00:05:05 | 00:05:08 | "I can't do TikTok because I'm not..." |
| 00:05:08 | 00:05:11 | I just, I felt like I'm the old guy who doesn't get it. |
| 00:05:11 | 00:05:12 | Remember like with our parents, |
| 00:05:12 | 00:05:14 | we would help them program their VCR's. |
| 00:05:14 | 00:05:15 | I felt like that. |
| 00:05:15 | 00:05:16 | I've been around a bunch of TikTokers |
| 00:05:16 | 00:05:18 | where they have six and a half million followers, |
| 00:05:18 | 00:05:21 | and they're showing me how TikTok works. |
| 00:05:21 | 00:05:22 | So what I did was, |
| 00:05:22 | 00:05:24 | I literally interviewed these other people |
| 00:05:24 | 00:05:27 | that are doing massively success. |
| 00:05:27 | 00:05:29 | They're, not just because they're doing |
| 00:05:29 | 00:05:32 | sports, media, entertainment, fashion, beauty, |
| 00:05:32 | 00:05:34 | but business professionals, |
| 00:05:34 | 00:05:37 | chiropractors, conference organizers, |
| 00:05:37 | 00:05:39 | real estate agents, |
| 00:05:39 | 00:05:41 | and I've been mimicking what they've been doing. |
| 00:05:42 | 00:05:43 | We'll maybe tok later |
| 00:05:43 | 00:05:45 | about our thing with Jake Paul and these other folks. |
| 00:05:45 | 00:05:47 | And I just found it to be |
| 00:05:47 | 00:05:49 | an amazing place where |
| 00:05:49 | 00:05:51 | if we can make 15 second stories, |
| 00:05:51 | 00:05:53 | and share that, |
| 00:05:53 | 00:05:54 | and do collaborations with other people, |
| 00:05:54 | 00:05:57 | make content that feels natural, |
| 00:05:57 | 00:06:00 | then we can succeed as businesses |
| 00:06:00 | 00:06:02 | without having to be on TikTok. |
| 00:06:02 | 00:06:05 | It's like being a pilot on the airplane |
| 00:06:05 | 00:06:06 | versus flying the airplane. |
| 00:06:06 | 00:06:08 | So we're here using TikTok for business |
| 00:06:08 | 00:06:09 | to promote our business, |
| 00:06:09 | 00:06:12 | as opposed to wanting to spend hours and hours |
| 00:06:12 | 00:06:14 | just as a user on TikTok. |
| 00:06:14 | 00:06:16 | So I've collected a ton of these stories, |
| 00:06:16 | 00:06:19 | and we've distilled these into this book, |
| 00:06:19 | 00:06:21 | and there's a bunch of things |
| 00:06:21 | 00:06:23 | that are very surprising about TikTok |
| 00:06:23 | 00:06:24 | if we can tok about those. |
| 00:06:24 | 00:06:25 | - Yeah. Before we do, |
| 00:06:25 | 00:06:26 | just tell everybody kind of |
| 00:06:26 | 00:06:28 | what services you offer. |
| 00:06:28 | 00:06:30 | I'm just, do you offer TikTok advertising? |
| 00:06:30 | 00:06:32 | - Oh! Yeah, we do. |
| 00:06:32 | 00:06:35 | So we've run an agency for a long time. |
| 00:06:35 | 00:06:40 | And I think that the key with social advertising, |
| 00:06:40 | 00:06:44 | is not that I can run ads or someone else can run ads, |
| 00:06:44 | 00:06:46 | it's, I think increasingly that the |
| 00:06:46 | 00:06:47 | systems are so smart |
| 00:06:47 | 00:06:49 | that it's just like pressing a button on a toaster, |
| 00:06:49 | 00:06:50 | or pressing play. |
| 00:06:50 | 00:06:52 | Anyone can press play. |
| 00:06:52 | 00:06:53 | It's the ingredients that you put in. |
| 00:06:53 | 00:06:56 | So we coach several thousand agencies. |
| 00:06:56 | 00:07:00 | I'm here in Austin, teaching several thousand agencies |
| 00:07:00 | 00:07:01 | as part of Digital Marketer, |
| 00:07:01 | 00:07:02 | their certified partner program. |
| 00:07:02 | 00:07:04 | And so we have an agency, |
| 00:07:04 | 00:07:09 | but we also send folks based on fit. |
| 00:07:09 | 00:07:10 | If you're, there's agencies that just do |
| 00:07:10 | 00:07:12 | TikTok ads for chiropractors, |
| 00:07:12 | 00:07:14 | or just for real estate agents, |
| 00:07:14 | 00:07:15 | or just for course creators, |
| 00:07:15 | 00:07:17 | or just for whatever that is. |
| 00:07:17 | 00:07:19 | And that's where I think everything is going |
| 00:07:19 | 00:07:20 | with social advertising. |
| 00:07:20 | 00:07:22 | So we're happy to advise. |
| 00:07:22 | 00:07:24 | We have courses and programs, |
| 00:07:24 | 00:07:25 | but for implementation, |
| 00:07:25 | 00:07:27 | we think that you should work with someone who has |
| 00:07:27 | 00:07:31 | done TikTok ads for your exact type. |
| 00:07:31 | 00:07:32 | So if you are an orthodontist, |
| 00:07:32 | 00:07:34 | then you should only work with someone |
| 00:07:34 | 00:07:36 | who has done TikTok ads for other orthodontists, |
| 00:07:36 | 00:07:38 | and have achieved results. |
| 00:07:39 | 00:07:42 | - Dennis, there are plenty of people listening |
| 00:07:42 | 00:07:44 | that are very familiar with Facebook and Instagram ads, |
| 00:07:44 | 00:07:47 | but they have not yet broached over to the TikTok ads, |
| 00:07:47 | 00:07:51 | and they might be a little skeptikal on TikTok ads. |
| 00:07:51 | 00:07:54 | Make the case as to why |
| 00:07:54 | 00:07:56 | marketers that are listening ought to consider, |
| 00:07:56 | 00:07:58 | if they're already doing paid acquisition, |
| 00:07:58 | 00:07:59 | TikTok ads. |
| 00:07:59 | 00:08:01 | - Okay. So if you have an existing business, |
| 00:08:01 | 00:08:02 | start-ups doesn't apply. |
| 00:08:02 | 00:08:03 | You're not gonna, |
| 00:08:03 | 00:08:05 | you won't find a business model on TikTok. |
| 00:08:05 | 00:08:08 | But if you're already driving success on Facebook, |
| 00:08:08 | 00:08:10 | because either you have lead ads |
| 00:08:10 | 00:08:11 | that are working on Facebook, |
| 00:08:11 | 00:08:14 | you have custom audiences that are converting, |
| 00:08:14 | 00:08:16 | or you have some kind of word of mouth, |
| 00:08:16 | 00:08:17 | and some sort of sharing, |
| 00:08:17 | 00:08:19 | TikTok's going to amplify that. |
| 00:08:19 | 00:08:22 | There's a few differences with TikTok, |
| 00:08:22 | 00:08:24 | such as the traffic is way cheaper, |
| 00:08:24 | 00:08:25 | all the detail targeting |
| 00:08:25 | 00:08:27 | and the kind of targeting that you were used to |
| 00:08:27 | 00:08:28 | on Facebook is gone. |
| 00:08:28 | 00:08:31 | So now it's all in the content that you have. |
| 00:08:31 | 00:08:33 | So if you have video content, |
| 00:08:33 | 00:08:34 | or if you can produce video content, |
| 00:08:34 | 00:08:39 | I think you're gonna find that your ROAS, your CPA, |
| 00:08:39 | 00:08:41 | these other kinds of performance cost per lead metrics, |
| 00:08:41 | 00:08:43 | will be about twice as good. |
| 00:08:43 | 00:08:46 | Your click-to-lead conversion rate |
| 00:08:46 | 00:08:48 | and your lead-to-sale or whatever, |
| 00:08:48 | 00:08:50 | may be about the same between TikTok and Facebook, |
| 00:08:50 | 00:08:53 | because we're still using objectives |
| 00:08:53 | 00:08:55 | like conversions or cost per lead. |
| 00:08:55 | 00:08:57 | And both systems will optimize |
| 00:08:57 | 00:08:59 | to your goal in the same way. |
| 00:08:59 | 00:09:03 | But because the base cost of the traffic is way cheaper, |
| 00:09:03 | 00:09:07 | five or six dollars instead of like $20, |
| 00:09:07 | 00:09:08 | then your net result is gonna be better, |
| 00:09:08 | 00:09:12 | because there's way volume than their is, |
| 00:09:12 | 00:09:13 | way more inventory than there are |
| 00:09:13 | 00:09:15 | people that are advertising right now. |
| 00:09:15 | 00:09:16 | So I think the price will go up |
| 00:09:16 | 00:09:17 | in the next couple of years, |
| 00:09:17 | 00:09:19 | but right now it's fantastik. |
| 00:09:19 | 00:09:22 | - Do you also feel like the audiences might be different, |
| 00:09:22 | 00:09:23 | and you could reach a new audience on TikTok |
| 00:09:23 | 00:09:25 | that might not be on Instagram and Facebook? |
| 00:09:25 | 00:09:28 | - You could reach a younger audience. |
| 00:09:28 | 00:09:31 | Certainly you'll hear young adults anecdotally say, |
| 00:09:31 | 00:09:33 | "Oh yeah. Facebook's where my parents are. |
| 00:09:33 | 00:09:34 | I'm on Instagram." |
| 00:09:34 | 00:09:37 | And TikTok, and Snapchat, |
| 00:09:37 | 00:09:39 | but the thing that's most surprising, |
| 00:09:39 | 00:09:42 | is the fastest growing audience is 30 plus. |
| 00:09:42 | 00:09:44 | So we have people that are selling life insurance |
| 00:09:44 | 00:09:46 | that are succeeding on TikTok, |
| 00:09:46 | 00:09:48 | people that are selling retirement stuff, |
| 00:09:48 | 00:09:50 | which is 65 plus. |
| 00:09:50 | 00:09:51 | And that's working. |
| 00:09:51 | 00:09:54 | So you have every audience that's now on TikTok, |
| 00:09:54 | 00:09:56 | which up until yesterday, |
| 00:09:56 | 00:09:59 | was the number one website beating Google |
| 00:09:59 | 00:10:00 | in terms of most traffic. |
| 00:10:00 | 00:10:01 | So TikTok is not just a fad. |
| 00:10:01 | 00:10:04 | It is the number one source of website traffic, |
| 00:10:04 | 00:10:06 | at least in the United States, and- |
| 00:10:06 | 00:10:09 | - (indistinct) Or what, did Google regain |
| 00:10:09 | 00:10:10 | their top lead or something? |
| 00:10:10 | 00:10:11 | - Google regained it yesterday, |
| 00:10:11 | 00:10:13 | and they released a press release too, |
| 00:10:13 | 00:10:17 | about how shorts supposed... and I just had lunch. |
| 00:10:17 | 00:10:19 | - Oh yes. I did hear about this. |
| 00:10:19 | 00:10:20 | Yeah. (Dennis laughs) |
| 00:10:20 | 00:10:21 | - One of the folks at YouTube, |
| 00:10:21 | 00:10:23 | we had lunch today, |
| 00:10:23 | 00:10:25 | and she was telling me all about how |
| 00:10:25 | 00:10:27 | Google is spending, well they, |
| 00:10:27 | 00:10:30 | tiknically they're spending a hundred million dollars, |
| 00:10:30 | 00:10:31 | basically for a creator fund. |
| 00:10:31 | 00:10:33 | And Facebook has a billion dollar creator fund. |
| 00:10:33 | 00:10:37 | And both of those are directly to combat TikTok. |
| 00:10:37 | 00:10:38 | - Fascinating. |
| 00:10:38 | 00:10:40 | So what I'm hearing you say, |
| 00:10:40 | 00:10:42 | is that TikTok is arrival, |
| 00:10:42 | 00:10:43 | and these big platforms like Google |
| 00:10:43 | 00:10:45 | and Facebook understand this, |
| 00:10:45 | 00:10:48 | and therefore, maybe we ought to consider |
| 00:10:48 | 00:10:50 | if we're not actually, |
| 00:10:50 | 00:10:51 | if we're getting diminishing returns |
| 00:10:51 | 00:10:53 | on some of these other platforms, |
| 00:10:53 | 00:10:54 | this might be a new opportunity |
| 00:10:54 | 00:10:56 | where you could potentially lower your costs. |
| 00:10:56 | 00:10:57 | That's kinda what I'm hearing you say. |
| 00:10:57 | 00:10:57 | Is that correct? |
| 00:10:57 | 00:10:58 | - Yeah. Yeah. |
| 00:10:58 | 00:11:02 | - So let's tok about Spark ads. |
| 00:11:02 | 00:11:04 | You and I, in preparation for this, |
| 00:11:04 | 00:11:05 | we were toking about |
| 00:11:05 | 00:11:07 | what are Spark ads, |
| 00:11:07 | 00:11:09 | and then let's, once we define what they are, |
| 00:11:09 | 00:11:12 | then we can tok about what your strategy is with these. |
| 00:11:12 | 00:11:14 | - Yeah. So TikTok approached |
| 00:11:14 | 00:11:16 | social advertising knowing that it was video first, |
| 00:11:16 | 00:11:19 | and that small businesses and professionals |
| 00:11:19 | 00:11:21 | would have trouble making video. |
| 00:11:21 | 00:11:23 | This has always been the issue. |
| 00:11:23 | 00:11:24 | And often agencies that make video |
| 00:11:24 | 00:11:25 | don't do a very good job |
| 00:11:25 | 00:11:27 | because they can only go down to a certain level. |
| 00:11:27 | 00:11:30 | So content creation for those of you guys |
| 00:11:30 | 00:11:32 | that are agencies, or who are consultants, |
| 00:11:32 | 00:11:35 | you guys know this is the most difficult part, |
| 00:11:35 | 00:11:36 | is getting those videos. |
| 00:11:36 | 00:11:39 | 'Cause some business owners just don't wanna be on video. |
| 00:11:39 | 00:11:41 | So TikTok said, "Here's what we're gonna do. |
| 00:11:41 | 00:11:45 | We're gonna make it so that your customers can do your |
| 00:11:45 | 00:11:47 | marketing for you, or these influencers, |
| 00:11:47 | 00:11:49 | which we now call creators, |
| 00:11:49 | 00:11:50 | can make your videos for you, |
| 00:11:50 | 00:11:51 | or your employees can make videos." |
| 00:11:51 | 00:11:55 | And so when someone else makes a TikTok |
| 00:11:55 | 00:11:58 | about you or something related to you, |
| 00:11:58 | 00:12:00 | it doesn't even have to be a testimonial. |
| 00:12:00 | 00:12:02 | You can boost their post. |
| 00:12:02 | 00:12:04 | And that's what's so incredible. |
| 00:12:04 | 00:12:07 | Now some folks who've been doing Facebook for a long time |
| 00:12:07 | 00:12:09 | will say, "Yeah, but isn't that like |
| 00:12:09 | 00:12:11 | the branded content tool, |
| 00:12:11 | 00:12:13 | where you can get access to Business Manager |
| 00:12:13 | 00:12:15 | or all these other sorts of access things?" |
| 00:12:15 | 00:12:18 | And I'll say, "Yes, but Mike, |
| 00:12:18 | 00:12:19 | how many people do you know |
| 00:12:19 | 00:12:21 | that were using the branded content tool |
| 00:12:21 | 00:12:23 | to boost other people's posts on Facebook and Instagram? |
| 00:12:23 | 00:12:25 | - Ah, I could never, I couldn't answer that. |
| 00:12:25 | 00:12:26 | I don't even know. |
| 00:12:26 | 00:12:27 | - Like a couple percent. |
| 00:12:27 | 00:12:29 | A few percent a people were doing that. |
| 00:12:29 | 00:12:31 | TikTok told me this, |
| 00:12:31 | 00:12:33 | and I probably shouldn't say this, but why not. |
| 00:12:35 | 00:12:38 | Guess what percent of the advertising spend, |
| 00:12:38 | 00:12:41 | of every dollar, what percent is on Spark ads? |
| 00:12:42 | 00:12:43 | - I think you might have told me. |
| 00:12:43 | 00:12:44 | So I'm not gonna say what I think, |
| 00:12:44 | 00:12:45 | but everybody else think of a number. |
| 00:12:45 | 00:12:47 | Okay. Now Dennis, say the number. |
| 00:12:47 | 00:12:50 | - 70, not 17, seven zero. |
| 00:12:51 | 00:12:52 | - So okay, hold on a second. |
| 00:12:52 | 00:12:54 | Let's back up the train. |
| 00:12:54 | 00:12:57 | 70% of advertising spent on TikTok |
| 00:12:57 | 00:12:58 | are these Spark ads. |
| 00:12:58 | 00:13:01 | So let's make sure we really understand what this means. |
| 00:13:01 | 00:13:02 | Let's break down, |
| 00:13:02 | 00:13:04 | what the heck is the spark ad, fundamentally? |
| 00:13:04 | 00:13:05 | - (coughs) So first off, |
| 00:13:05 | 00:13:09 | the way TikTok designed the ad ecosystem, |
| 00:13:09 | 00:13:12 | is that you don't have to be on TikTok |
| 00:13:12 | 00:13:14 | to run TikTok ads. |
| 00:13:14 | 00:13:16 | You just set up an ad account, |
| 00:13:16 | 00:13:17 | and you can literally just run ads |
| 00:13:17 | 00:13:19 | straight to your landing page, |
| 00:13:19 | 00:13:21 | or straight to whatever it is, |
| 00:13:21 | 00:13:22 | without having to be on TikTok. |
| 00:13:22 | 00:13:24 | 'Cause they knew, having watched Facebook |
| 00:13:24 | 00:13:25 | and these other guys, |
| 00:13:25 | 00:13:27 | that people didn't want to go on TikTok. |
| 00:13:27 | 00:13:28 | And there's just kind of this fear |
| 00:13:28 | 00:13:29 | like "I don't wanna be there. |
| 00:13:29 | 00:13:30 | I don't wanna dance. |
| 00:13:30 | 00:13:31 | I don't have time. |
| 00:13:31 | 00:13:31 | It's another social network." |
| 00:13:31 | 00:13:33 | Yeah. Yeah, all that. |
| 00:13:33 | 00:13:36 | You can run ads on TikTok without having to do that. |
| 00:13:36 | 00:13:38 | But, they're creating an incentive, |
| 00:13:38 | 00:13:42 | so that if other people who have a TikTok account, |
| 00:13:42 | 00:13:44 | like an actual profile, |
| 00:13:44 | 00:13:46 | make things that you like, |
| 00:13:46 | 00:13:48 | content that maybe mentions you. |
| 00:13:48 | 00:13:50 | We've done this for some fast food chains. |
| 00:13:50 | 00:13:52 | We did this for the number one |
| 00:13:52 | 00:13:53 | budget hotel chain in the world, |
| 00:13:53 | 00:13:56 | where we collected feedback from students and parents |
| 00:13:56 | 00:13:57 | that are going on road trips. |
| 00:13:57 | 00:13:59 | And we boosted what they had to say. |
| 00:13:59 | 00:14:01 | So we had some students say, |
| 00:14:01 | 00:14:03 | "Hey yeah, we're going on a road trip" to so and so, |
| 00:14:03 | 00:14:04 | and then they're saying |
| 00:14:04 | 00:14:05 | "We're in front of..." |
| 00:14:05 | 00:14:06 | I don't wanna say the name of the hotel |
| 00:14:06 | 00:14:07 | 'cause they might get mad. |
| 00:14:07 | 00:14:10 | But these are like the five tips that we use |
| 00:14:10 | 00:14:11 | on how to save money |
| 00:14:11 | 00:14:13 | when we're on a cheap student's budget. |
| 00:14:13 | 00:14:15 | One, two, three, and then one of 'em is |
| 00:14:15 | 00:14:17 | we stay at at so and so hotel, right? |
| 00:14:17 | 00:14:19 | - Okay. So hold on a second. |
| 00:14:19 | 00:14:21 | These people were not approached by the brand. |
| 00:14:21 | 00:14:23 | - No. - And asked to create the ad. |
| 00:14:23 | 00:14:26 | This was something they just happened to have made. |
| 00:14:26 | 00:14:27 | Is that what I'm hearing? - Yes and no. |
| 00:14:27 | 00:14:28 | - Yes and no. |
| 00:14:28 | 00:14:30 | So depending on how big your brand is, |
| 00:14:30 | 00:14:31 | you might be able to use |
| 00:14:31 | 00:14:33 | any of these analytiks tools, |
| 00:14:33 | 00:14:34 | or do searches in TikTok |
| 00:14:34 | 00:14:37 | to find when somebody has mentioned you. |
| 00:14:37 | 00:14:38 | And you might be surprised, |
| 00:14:38 | 00:14:40 | like on Facebook, or Twitter, or Instagram, |
| 00:14:40 | 00:14:42 | you can use tools like Crowdtangle |
| 00:14:42 | 00:14:44 | to find when people have mentioned you, right? |
| 00:14:44 | 00:14:45 | There's so many tools. |
| 00:14:45 | 00:14:47 | I just like to use the native ones. |
| 00:14:47 | 00:14:48 | And if you find somebody |
| 00:14:48 | 00:14:51 | even six months ago, said something nice about you, |
| 00:14:51 | 00:14:52 | you can reach out to them saying, |
| 00:14:52 | 00:14:54 | "Wow Mike. Thank you so much |
| 00:14:54 | 00:14:56 | for saying something about Social Media Marketing World, |
| 00:14:56 | 00:14:58 | and how you, your agency or whatever. |
| 00:14:58 | 00:15:02 | Do you mind if we could just boost that post? |
| 00:15:02 | 00:15:04 | All you gotta do is go to that partikular post, |
| 00:15:04 | 00:15:04 | go to the ad settings, |
| 00:15:04 | 00:15:07 | get, gimme the, the access code, |
| 00:15:07 | 00:15:08 | and I'll boost that one post, |
| 00:15:08 | 00:15:10 | and that's gonna make you better known." |
| 00:15:10 | 00:15:13 | And it doesn't say "Boosted by Mike Stelzner, |
| 00:15:13 | 00:15:14 | Social Media Examiner." |
| 00:15:14 | 00:15:16 | It'll just have that very small print at the bottom |
| 00:15:16 | 00:15:17 | saying "Sponsored." |
| 00:15:17 | 00:15:19 | So imagine you could boost any post that's out there. |
| 00:15:19 | 00:15:21 | Now this hotel chain that we did this for, |
| 00:15:21 | 00:15:24 | we had some students and parents that were doing this, |
| 00:15:24 | 00:15:27 | but we also reached out to a bunch of universities. |
| 00:15:27 | 00:15:29 | And you know, all the rules on NIL, |
| 00:15:29 | 00:15:30 | where student athletes can now get paid basically. |
| 00:15:30 | 00:15:34 | - Right. - We had a bunch of students |
| 00:15:34 | 00:15:35 | in a fun little contest saying |
| 00:15:35 | 00:15:37 | whoever makes the best videos |
| 00:15:37 | 00:15:38 | we're gonna, for that school, |
| 00:15:38 | 00:15:39 | we're gonna award a bunch of |
| 00:15:39 | 00:15:42 | hundred dollars Amazon gift cards, |
| 00:15:42 | 00:15:43 | which is totally okay. |
| 00:15:43 | 00:15:46 | So we got additional featured content, |
| 00:15:46 | 00:15:50 | and that content did a lot better than the corporate stuff |
| 00:15:50 | 00:15:52 | that these guys, that the brand put out. |
| 00:15:52 | 00:15:54 | Because the stuff the brand put out looked like commercials. |
| 00:15:54 | 00:15:56 | It just, it, was obviously an ad. |
| 00:15:56 | 00:15:57 | - Let me back up a little bit here. |
| 00:15:57 | 00:15:59 | So, so far what I'm hearing you say, |
| 00:15:59 | 00:16:02 | is that a Spark ad is a piece of, |
| 00:16:02 | 00:16:05 | generally speaking, a piece of organic content |
| 00:16:05 | 00:16:08 | that was probably created by an average user, |
| 00:16:08 | 00:16:12 | or someone who is just really good at creating content, |
| 00:16:12 | 00:16:14 | and they happen to have your product in it, |
| 00:16:14 | 00:16:16 | or they happen to speak about your product. |
| 00:16:16 | 00:16:18 | And in order to use the Spark ad, |
| 00:16:18 | 00:16:20 | you have to ask permission from the creator. |
| 00:16:20 | 00:16:21 | Is that correct? |
| 00:16:21 | 00:16:22 | - That's right. |
| 00:16:22 | 00:16:25 | - And once the creator gives you permission, |
| 00:16:25 | 00:16:27 | do they get paid, or is this just, |
| 00:16:27 | 00:16:29 | or are they mostly doing it |
| 00:16:29 | 00:16:32 | because they want to get more views on their videos? |
| 00:16:32 | 00:16:36 | - Right now, most people, they're actual customers, |
| 00:16:36 | 00:16:37 | they're actual clients. |
| 00:16:37 | 00:16:38 | And they're making content |
| 00:16:38 | 00:16:40 | just because they're making content. |
| 00:16:40 | 00:16:42 | And to be able to be acknowledged by the brand |
| 00:16:42 | 00:16:44 | is something absolutely fantastik. |
| 00:16:44 | 00:16:46 | So we did some stuff for California Pizza Kitchen, |
| 00:16:46 | 00:16:49 | which is a well known chain in the United States. |
| 00:16:49 | 00:16:52 | And some of these folks were doing better work |
| 00:16:52 | 00:16:54 | than the agency and the internal brand people. |
| 00:16:54 | 00:16:55 | And so I reached out, |
| 00:16:55 | 00:16:57 | and I said to this girl in Atlanta |
| 00:16:57 | 00:17:00 | who built, who made, has this like whole CPK group, |
| 00:17:00 | 00:17:03 | because she loves the salads for some reason. |
| 00:17:03 | 00:17:03 | And I said, |
| 00:17:03 | 00:17:07 | "I'd love to send you some gift certificates and whatnot |
| 00:17:07 | 00:17:09 | for all the stuff that you've done for CPK, |
| 00:17:09 | 00:17:11 | but can you, would you mind giving us |
| 00:17:11 | 00:17:13 | some of these codes so we can promote what you've done. |
| 00:17:13 | 00:17:14 | We don't wanna shut you down. |
| 00:17:14 | 00:17:16 | We just wanna highlight what you've done." |
| 00:17:16 | 00:17:18 | And of course, what's that fan gonna say? |
| 00:17:18 | 00:17:18 | They're not doing it for the money. |
| 00:17:18 | 00:17:20 | They love CPK. |
| 00:17:20 | 00:17:22 | Yes. Right? |
| 00:17:22 | 00:17:26 | - So when you get a average user |
| 00:17:26 | 00:17:28 | to go ahead and give you that code, |
| 00:17:29 | 00:17:33 | how does, how does this benefit the brand? |
| 00:17:33 | 00:17:35 | I would imagine this is a branding play |
| 00:17:35 | 00:17:36 | more than it is a click, |
| 00:17:36 | 00:17:38 | kind of for more information kind of thing. |
| 00:17:38 | 00:17:39 | Is that generally what we're toking about here? |
| 00:17:39 | 00:17:40 | - That's right. |
| 00:17:40 | 00:17:41 | Yeah. It's more top of funnel. |
| 00:17:41 | 00:17:44 | But certainly with TikTok, you can, |
| 00:17:44 | 00:17:45 | well there's several things that happen. |
| 00:17:45 | 00:17:48 | First off, if you're boosting someone else's post, |
| 00:17:48 | 00:17:50 | and that person is within your customer |
| 00:17:50 | 00:17:53 | psychographic, demographic, whatever, avatar, |
| 00:17:53 | 00:17:55 | that naturally is going to work |
| 00:17:55 | 00:17:56 | because the algorithm's going, |
| 00:17:56 | 00:17:58 | just like with Facebook boosted posts, |
| 00:17:58 | 00:17:59 | the algorithm's naturally gonna find |
| 00:17:59 | 00:18:01 | other people that are like that. |
| 00:18:01 | 00:18:03 | So that drives more engagement, more word of mouth, |
| 00:18:03 | 00:18:05 | more brand awareness, |
| 00:18:05 | 00:18:06 | which then shows up |
| 00:18:06 | 00:18:08 | in more people searching for you on Google, |
| 00:18:08 | 00:18:11 | more local results, all these other kinds of things. |
| 00:18:11 | 00:18:14 | But you could have a call to action. |
| 00:18:14 | 00:18:17 | That, I found doesn't seem to work as well. |
| 00:18:17 | 00:18:21 | So TikTok has a influence, influencer network, |
| 00:18:21 | 00:18:23 | which I've never seen anyone under 30 for some reason. |
| 00:18:23 | 00:18:26 | And these are the well known kid influencers |
| 00:18:26 | 00:18:28 | that dance and sing and that kind of stuff. |
| 00:18:28 | 00:18:29 | So you can hire them in a network. |
| 00:18:29 | 00:18:31 | And there are other networks |
| 00:18:31 | 00:18:33 | where you can hire people for like $59 |
| 00:18:33 | 00:18:35 | to promote your product and things like that. |
| 00:18:35 | 00:18:37 | But those are for directly ads |
| 00:18:37 | 00:18:39 | that drive to e-comm. |
| 00:18:39 | 00:18:41 | So you could still do that, |
| 00:18:41 | 00:18:42 | but boosted posts, |
| 00:18:42 | 00:18:44 | when you're, when you're using Spark ads |
| 00:18:44 | 00:18:46 | to boost someone elses post, |
| 00:18:46 | 00:18:48 | it's pretty much for engagement. |
| 00:18:48 | 00:18:51 | tiknically you could turn it into a conversion ad, |
| 00:18:51 | 00:18:52 | but if you want conversions, |
| 00:18:52 | 00:18:53 | and you're not e-comm, |
| 00:18:53 | 00:18:56 | but you're in lead gen, or B2B, or software, |
| 00:18:56 | 00:18:57 | then what you wanna use is a Lead ad. |
| 00:18:57 | 00:18:59 | So basically you're doing Spark ads, |
| 00:18:59 | 00:19:01 | or you're doing Lead ads. |
| 00:19:01 | 00:19:05 | - Okay. Let's come back to Lead ads in a little bit here, |
| 00:19:05 | 00:19:07 | because I would like to explore that a little bit, |
| 00:19:07 | 00:19:09 | a little bit later. |
| 00:19:09 | 00:19:11 | So back to the, |
| 00:19:12 | 00:19:15 | back to the user generated content. |
| 00:19:15 | 00:19:17 | So, some of the questions I think |
| 00:19:17 | 00:19:19 | going through people's minds is how, |
| 00:19:19 | 00:19:21 | and you kind of toked about this a little bit; |
| 00:19:21 | 00:19:24 | "How do I go about actually |
| 00:19:24 | 00:19:28 | discovering in the first place, on TikTok, |
| 00:19:28 | 00:19:33 | content that is somehow mentioned in the brand? |
| 00:19:33 | 00:19:34 | - Yeah. So you literally, |
| 00:19:34 | 00:19:37 | you do a search just like you're |
| 00:19:37 | 00:19:39 | on Facebook, or Instagram or whatnot. |
| 00:19:39 | 00:19:41 | So if I open up TikTok. |
| 00:19:41 | 00:19:43 | - Yep. - I can come here. |
| 00:19:43 | 00:19:44 | This is, this is the thing I hate. |
| 00:19:44 | 00:19:46 | When it opens up, it starts playing stuff |
| 00:19:46 | 00:19:47 | and it starts to hook you in. |
| 00:19:47 | 00:19:48 | - Yeah. - Like now |
| 00:19:48 | 00:19:49 | we have a search up here. |
| 00:19:49 | 00:19:50 | What's something that you would want to search on, |
| 00:19:50 | 00:19:51 | some kind of brand or something- |
| 00:19:51 | 00:19:52 | - Well, let's say I'm the brand. |
| 00:19:52 | 00:19:55 | Let's just say, let's say California Pizza Kitchen, |
| 00:19:55 | 00:19:56 | 'cause you already mentioned them, |
| 00:19:56 | 00:19:57 | their pizza the other day. |
| 00:19:57 | 00:19:58 | - So for those of you that are listening, |
| 00:19:58 | 00:20:00 | I'm just doing a search. |
| 00:20:00 | 00:20:03 | And if I do a search on whatever it is, |
| 00:20:03 | 00:20:04 | you're gonna see, |
| 00:20:04 | 00:20:07 | here's all the stuff on California Pizza Kitchen. |
| 00:20:07 | 00:20:09 | Now I apologize for you guys that are listening, |
| 00:20:09 | 00:20:11 | but here's a whole bunch of videos |
| 00:20:11 | 00:20:13 | of people that are checking in at California Pizza Kitchen. |
| 00:20:13 | 00:20:15 | They're celebrating their birthdays. |
| 00:20:15 | 00:20:18 | They're... look at all these different things. |
| 00:20:18 | 00:20:20 | And these are fun food kinds of things. |
| 00:20:20 | 00:20:23 | And you can see who is, who is making these. |
| 00:20:23 | 00:20:26 | It is not from the brand. |
| 00:20:26 | 00:20:27 | - Right. - And some of these |
| 00:20:27 | 00:20:28 | are getting, look at these. |
| 00:20:28 | 00:20:31 | Some of these are getting some crazy engagement. |
| 00:20:31 | 00:20:32 | - So. - And here's what |
| 00:20:32 | 00:20:33 | the top videos are. |
| 00:20:33 | 00:20:34 | Some of these are verified. |
| 00:20:34 | 00:20:36 | This one's got a hundred thousand likes. |
| 00:20:36 | 00:20:38 | This has got like 200. |
| 00:20:38 | 00:20:40 | And they're featuring different menu items |
| 00:20:40 | 00:20:42 | and having... this is exactly what we want. |
| 00:20:42 | 00:20:45 | So if I was California Pizza Kitchen or any brand, |
| 00:20:45 | 00:20:47 | I wanna find all the people that are toking about me, |
| 00:20:47 | 00:20:48 | then reach out to them. |
| 00:20:48 | 00:20:50 | And like this one, is like this, |
| 00:20:50 | 00:20:52 | this dude is eating some bread |
| 00:20:52 | 00:20:52 | you can see here. |
| 00:20:52 | 00:20:53 | So let's click on him. |
| 00:20:53 | 00:20:56 | Eatingthreejay. If I click on his profile, |
| 00:20:56 | 00:20:58 | this guy has 158 followers, |
| 00:20:58 | 00:21:02 | 2000 likes, and he's made a few, |
| 00:21:02 | 00:21:06 | well, he's made like 30 or 40 of these food kinds of videos. |
| 00:21:06 | 00:21:07 | - Got it. - So I could reach out to him, |
| 00:21:07 | 00:21:08 | message him saying, |
| 00:21:08 | 00:21:11 | "Hey dude, I love what you have here. |
| 00:21:11 | 00:21:13 | I would love to be able to |
| 00:21:13 | 00:21:15 | spend a hundred dollars and boost your post." |
| 00:21:15 | 00:21:16 | And here's how we do it. |
| 00:21:16 | 00:21:18 | Go and give us the access code. |
| 00:21:18 | 00:21:18 | And then we, of course, |
| 00:21:18 | 00:21:20 | the way it works with Spark ads, |
| 00:21:20 | 00:21:21 | is we're only boosting your post. |
| 00:21:21 | 00:21:24 | You're not giving us access to your account. |
| 00:21:24 | 00:21:26 | We're just boosting that one post. |
| 00:21:26 | 00:21:28 | - How much does it cost to boost a post |
| 00:21:28 | 00:21:28 | and how does it work? |
| 00:21:28 | 00:21:30 | Tell us a little bit about that. |
| 00:21:30 | 00:21:31 | - So TikTok right now, |
| 00:21:31 | 00:21:36 | has a $20 a day minimum for campaigns. |
| 00:21:36 | 00:21:38 | Now within that campaign, |
| 00:21:38 | 00:21:39 | you can have multiple ad groups, |
| 00:21:39 | 00:21:42 | and those ad groups can have multiple ads inside. |
| 00:21:42 | 00:21:43 | So something that we've taught |
| 00:21:43 | 00:21:45 | on Facebook for the longest time, is dollar a day. |
| 00:21:45 | 00:21:47 | So tiknically it's $20 a day, |
| 00:21:47 | 00:21:50 | but you can have many different ads that are inside, |
| 00:21:50 | 00:21:54 | many different videos that are competing for that $20. |
| 00:21:54 | 00:21:57 | But it's exactly the same as you have on Facebook |
| 00:21:57 | 00:21:58 | where you're boosting posts, |
| 00:21:58 | 00:22:00 | except you're boosting someone else's post. |
| 00:22:00 | 00:22:03 | And then you're just finding out what's winning. |
| 00:22:03 | 00:22:05 | And the system, just like on Facebook, |
| 00:22:05 | 00:22:07 | is automatikally gonna optimize |
| 00:22:07 | 00:22:09 | to what gets the lowest cost per view, |
| 00:22:09 | 00:22:12 | and lowest cost per engagement. |
| 00:22:12 | 00:22:13 | - So just outta curiosity, |
| 00:22:13 | 00:22:15 | how many views you think you could get for 20 bucks? |
| 00:22:15 | 00:22:16 | Are you toking a couple hundred, |
| 00:22:16 | 00:22:18 | or are you toking about a dozen, or... |
| 00:22:18 | 00:22:20 | - If you have something that's doing pretty well, |
| 00:22:20 | 00:22:22 | and of course it depends on the vertikal. |
| 00:22:22 | 00:22:23 | It's just like asking on Google, |
| 00:22:23 | 00:22:24 | "What's your average cost per click?" |
| 00:22:24 | 00:22:25 | Well it depends. |
| 00:22:25 | 00:22:30 | But generally, a video view should be like a penny |
| 00:22:30 | 00:22:32 | to maybe like 5 cents. |
| 00:22:32 | 00:22:33 | - Wow. - So if you compare |
| 00:22:33 | 00:22:34 | that to YouTube, |
| 00:22:34 | 00:22:36 | YouTube, you're looking at 25 cents to a buck. |
| 00:22:36 | 00:22:38 | - Can you, can you narrow it |
| 00:22:38 | 00:22:40 | to certain geographic regions if you want to as well? |
| 00:22:40 | 00:22:43 | - You can. So TikTok used to be, |
| 00:22:43 | 00:22:45 | a year ago, you could only go nationally. |
| 00:22:45 | 00:22:47 | Then they let us go down to DMA's. |
| 00:22:47 | 00:22:50 | Like maybe back in October or so. |
| 00:22:50 | 00:22:52 | So you could choose like the LA area, |
| 00:22:52 | 00:22:53 | but you couldn't go down |
| 00:22:53 | 00:22:56 | to like Santa Monica or Long Beach, |
| 00:22:56 | 00:22:57 | and now you can. |
| 00:22:57 | 00:22:58 | Now you can go down to the city, |
| 00:22:58 | 00:22:59 | but you can't go down to the zip, |
| 00:22:59 | 00:23:01 | and you can't do that micro geo, |
| 00:23:01 | 00:23:03 | negative targeting, like trying to draw a circle |
| 00:23:03 | 00:23:05 | around a partikular hotel. |
| 00:23:05 | 00:23:08 | You can't do that yet, but if you spend enough money, |
| 00:23:08 | 00:23:10 | I think just a couple days ago, they changed. |
| 00:23:10 | 00:23:14 | It used to be that city level targeting was beta |
| 00:23:14 | 00:23:15 | if you spent enough money. |
| 00:23:15 | 00:23:16 | But I think they just announced |
| 00:23:16 | 00:23:18 | that everyone can have access |
| 00:23:18 | 00:23:21 | to city level targeting at least in the United States. |
| 00:23:21 | 00:23:24 | - Okay. So if, with the California Pizza Kitchen example, |
| 00:23:24 | 00:23:25 | if you know that, |
| 00:23:25 | 00:23:28 | you want to target San Diego, for example, |
| 00:23:28 | 00:23:31 | or Southern California, you could do that. |
| 00:23:31 | 00:23:33 | And then you could kind of set your budget, |
| 00:23:33 | 00:23:36 | and can you even set the time of day? |
| 00:23:36 | 00:23:39 | - Yeah. You can do day partings. |
| 00:23:39 | 00:23:40 | - But imagine if you want to do lunch at dinnertime |
| 00:23:40 | 00:23:42 | or whatever, 'cause now, |
| 00:23:42 | 00:23:43 | so that this pizza stuff comes up |
| 00:23:43 | 00:23:44 | when people are hungry |
| 00:23:44 | 00:23:46 | and thinking about going out to dinner. |
| 00:23:46 | 00:23:48 | - Yeah. But I don't, you could do that. |
| 00:23:48 | 00:23:49 | - That's not how it works? |
| 00:23:49 | 00:23:52 | - Yeah. I think you just want to leave it on all the time, |
| 00:23:52 | 00:23:54 | because their algorithm isn't smart enough |
| 00:23:54 | 00:23:56 | to understand day parting. |
| 00:23:56 | 00:23:57 | And I know based on |
| 00:23:57 | 00:23:59 | having a lot of experience with food, |
| 00:23:59 | 00:24:00 | I'm a, I'm a big data. |
| 00:24:00 | 00:24:02 | I'm a, I'm a big user, |
| 00:24:02 | 00:24:04 | that people make decisions all the time. |
| 00:24:04 | 00:24:05 | And if you wanna... |
| 00:24:05 | 00:24:06 | the algorithm's smart enough |
| 00:24:06 | 00:24:08 | to know when to suggest things to people. |
| 00:24:08 | 00:24:10 | The algorithm knows when you're hungry, |
| 00:24:10 | 00:24:11 | so just let the algorithm do that for you. |
| 00:24:11 | 00:24:12 | Don't force it to be |
| 00:24:12 | 00:24:16 | between 4:00 PM and 7:00 PM or something like that. |
| 00:24:16 | 00:24:18 | - So when we're looking at these videos, |
| 00:24:18 | 00:24:19 | you mentioned search. |
| 00:24:19 | 00:24:24 | Is there any other ways to find quality creators? |
| 00:24:24 | 00:24:25 | Is it mostly search? |
| 00:24:25 | 00:24:27 | - There are three or four networks |
| 00:24:27 | 00:24:31 | that are kind of like cameo, |
| 00:24:31 | 00:24:33 | where there's people where you pay them |
| 00:24:33 | 00:24:37 | $59 to make a video where you have to ship 'em |
| 00:24:37 | 00:24:39 | your product or something like that. |
| 00:24:39 | 00:24:41 | TikTok has their creator network, |
| 00:24:41 | 00:24:43 | which I think is mainly for big brands |
| 00:24:43 | 00:24:45 | who are just willing to negotiate deals. |
| 00:24:45 | 00:24:47 | There's lots of influencer networks |
| 00:24:47 | 00:24:49 | that you can do this on, |
| 00:24:49 | 00:24:50 | which I don't really vouch for any of 'em. |
| 00:24:50 | 00:24:52 | I've seen a whole bunch of them, |
| 00:24:52 | 00:24:53 | but I think the best thing is, |
| 00:24:53 | 00:24:55 | just reach out to people that you see |
| 00:24:55 | 00:24:57 | are making content that you like. |
| 00:24:57 | 00:24:59 | And because this market is so new, |
| 00:24:59 | 00:25:02 | just to even, for them to hear from you, |
| 00:25:02 | 00:25:03 | is a... they get tikled. |
| 00:25:03 | 00:25:04 | They really like that. |
| 00:25:04 | 00:25:06 | And the last thing you wanna do, |
| 00:25:06 | 00:25:07 | is deal with someone where where like, |
| 00:25:07 | 00:25:09 | "Okay, well it's gonna be $10,000, |
| 00:25:09 | 00:25:11 | and I'm only willing to make these two posts, |
| 00:25:11 | 00:25:12 | and it has to be my way, |
| 00:25:12 | 00:25:14 | and you need to see my agent, |
| 00:25:14 | 00:25:17 | and we've done some work with A-list celebrities. |
| 00:25:17 | 00:25:18 | People who are really well known |
| 00:25:18 | 00:25:20 | that obviously are promoting underwear, |
| 00:25:20 | 00:25:22 | and drinks, and cars, and things like that. |
| 00:25:22 | 00:25:24 | And my experience, |
| 00:25:24 | 00:25:25 | and other people may have different experiences, |
| 00:25:25 | 00:25:28 | but my experience is that paying |
| 00:25:28 | 00:25:31 | A-list celebrities doesn't work. |
| 00:25:31 | 00:25:32 | My buddy, Josh Snow, has a nine figure |
| 00:25:32 | 00:25:34 | teeth whitening business, |
| 00:25:34 | 00:25:39 | and he paid Floyd Mayweather, and Kim Kardashian, |
| 00:25:39 | 00:25:39 | to do all this stuff. |
| 00:25:39 | 00:25:42 | And it was done great, executed fantastikally, |
| 00:25:42 | 00:25:43 | and got a lot of views, |
| 00:25:43 | 00:25:46 | but the conversion rate was terrible, |
| 00:25:46 | 00:25:49 | because people know that those two A-list celebrities |
| 00:25:49 | 00:25:50 | are constantly promoting stuff. |
| 00:25:50 | 00:25:52 | Get your real customers. |
| 00:25:52 | 00:25:54 | - When you find these real customers |
| 00:25:54 | 00:25:57 | through search or whatever means, |
| 00:25:57 | 00:26:01 | how do we assess which videos are good |
| 00:26:01 | 00:26:02 | and which ones aren't? |
| 00:26:02 | 00:26:05 | Because obviously, TikTok has got its own |
| 00:26:05 | 00:26:07 | unique ethos and culture, and all that kind of stuff. |
| 00:26:07 | 00:26:09 | So what should we be looking for |
| 00:26:09 | 00:26:11 | beyond just the views on the video? |
| 00:26:11 | 00:26:13 | The substance of the video? |
| 00:26:13 | 00:26:15 | Is there certain things we should be looking for? |
| 00:26:15 | 00:26:17 | - We're looking for in the first two seconds, a hook. |
| 00:26:17 | 00:26:18 | The most important part |
| 00:26:18 | 00:26:22 | of these 15 second videos, is the hook. |
| 00:26:22 | 00:26:24 | What's the thing that's scroll stopping |
| 00:26:24 | 00:26:26 | that captures their attention? |
| 00:26:26 | 00:26:29 | Usually the walk and tok videos seem to do the best. |
| 00:26:29 | 00:26:31 | Or the ones where people get a little bit creative, |
| 00:26:31 | 00:26:32 | where it'll be the same person, |
| 00:26:32 | 00:26:33 | and they'll be doing like, |
| 00:26:33 | 00:26:35 | pretending they're the parent. |
| 00:26:35 | 00:26:36 | And then they're the child, |
| 00:26:36 | 00:26:37 | and they're going back and forth |
| 00:26:37 | 00:26:38 | or things that have, |
| 00:26:38 | 00:26:40 | that have a little bit of skit like, |
| 00:26:40 | 00:26:41 | or maybe they're, |
| 00:26:41 | 00:26:44 | someone else, someone important in their industry, |
| 00:26:44 | 00:26:46 | is saying something, and then they're on the side |
| 00:26:46 | 00:26:49 | reacting to what this other person's saying. |
| 00:26:49 | 00:26:51 | So people who who know a little bit more |
| 00:26:51 | 00:26:52 | about being on video, |
| 00:26:52 | 00:26:54 | especially selfie style videos, |
| 00:26:54 | 00:26:56 | tend to do better. |
| 00:26:56 | 00:26:58 | People over 40, like you and me, over 40, |
| 00:26:58 | 00:27:03 | we suffer from something called 'Rambling Old Man Syndrome.' |
| 00:27:03 | 00:27:04 | - Well that's because we're from |
| 00:27:04 | 00:27:05 | the long form media era, right? |
| 00:27:05 | 00:27:06 | (Dennis laughs) |
| 00:27:06 | 00:27:09 | We're when the attention span was longer, like a minute, |
| 00:27:09 | 00:27:11 | instead of 15 seconds. |
| 00:27:12 | 00:27:14 | One of the things I have a question about, |
| 00:27:14 | 00:27:15 | is music is a big part of TikTok. |
| 00:27:15 | 00:27:17 | Are you allowed to boost an ad that has |
| 00:27:17 | 00:27:18 | copyrighted music in it? |
| 00:27:18 | 00:27:20 | - No, you cannot. |
| 00:27:20 | 00:27:21 | - Okay. So that's the thing we should. |
| 00:27:21 | 00:27:22 | - They're very clear about that. |
| 00:27:22 | 00:27:23 | - That's something we should avoid then. |
| 00:27:23 | 00:27:25 | If they're that trademark music, |
| 00:27:25 | 00:27:26 | if there's any music in it, |
| 00:27:26 | 00:27:28 | I would imagine it's probably not gonna be, |
| 00:27:28 | 00:27:29 | or what's the deal with that? |
| 00:27:29 | 00:27:30 | You know what I mean? - Okay. |
| 00:27:30 | 00:27:35 | So if you are boosting your own posts, |
| 00:27:35 | 00:27:38 | then you wanna convert your regular user account |
| 00:27:38 | 00:27:40 | to a business TikTok account. |
| 00:27:40 | 00:27:41 | That's separate from your ad account, |
| 00:27:41 | 00:27:43 | 'cause the ad account, you can spend money on whatever, |
| 00:27:43 | 00:27:45 | and not actually be on TikTok. |
| 00:27:45 | 00:27:47 | But a lot of people who believe |
| 00:27:47 | 00:27:50 | that the majority of traffic on TikTok is organic, |
| 00:27:50 | 00:27:51 | and you should focus on organic, |
| 00:27:51 | 00:27:52 | and I totally get that, |
| 00:27:52 | 00:27:54 | they will say don't convert to a business account |
| 00:27:54 | 00:27:56 | because you can't do duets |
| 00:27:56 | 00:27:58 | and you can't use commercial music. |
| 00:27:58 | 00:28:00 | And there's certain kinds of trends that you can't do. |
| 00:28:00 | 00:28:03 | But when you convert to a business account, |
| 00:28:03 | 00:28:04 | and then you add a sound, |
| 00:28:04 | 00:28:06 | and it gives you all the different libraries, |
| 00:28:06 | 00:28:08 | there's a few sounds you'll fine in ads, |
| 00:28:08 | 00:28:09 | that work all the time. |
| 00:28:09 | 00:28:10 | There's that one that goes: |
| 00:28:10 | 00:28:14 | ♪ Bum Bum, Bum Bum, Bum Bum Bum ♪ |
| 00:28:14 | 00:28:15 | ♪ Bum Bum ♪ |
| 00:28:15 | 00:28:16 | So that's, you probably heard that a ton of times |
| 00:28:16 | 00:28:18 | when you're looking at the ads. |
| 00:28:18 | 00:28:19 | You can literally just use that one. |
| 00:28:19 | 00:28:21 | Just use the same sounds |
| 00:28:21 | 00:28:24 | that you hear in the top ads library. |
| 00:28:24 | 00:28:26 | So in the creative center, you can do searches. |
| 00:28:26 | 00:28:28 | You can see by industry or whatever. |
| 00:28:28 | 00:28:31 | Just copy, I don't mean copy, copy. |
| 00:28:31 | 00:28:33 | I mean, follow the style and the tikniques |
| 00:28:33 | 00:28:35 | that the other folks are doing. |
| 00:28:35 | 00:28:36 | And it's not hard, |
| 00:28:36 | 00:28:36 | because there's really only |
| 00:28:36 | 00:28:38 | four or five ways to do the ads. |
| 00:28:39 | 00:28:42 | - So in light of the, |
| 00:28:42 | 00:28:44 | the Spark ads in partikular though, |
| 00:28:44 | 00:28:45 | - Yeah. |
| 00:28:47 | 00:28:50 | - If you're gonna quote unquote boost someone else's ad, |
| 00:28:50 | 00:28:51 | and they threw music behind it, |
| 00:28:51 | 00:28:52 | you would not be able to do that. |
| 00:28:52 | 00:28:53 | Is that what I'm hearing you say? |
| 00:28:53 | 00:28:55 | You can't use commercial music, |
| 00:28:55 | 00:28:58 | but they have a lot of non-commercial libraries. |
| 00:28:58 | 00:28:59 | - Can you change the music when, |
| 00:28:59 | 00:29:01 | are you saying you can change the music |
| 00:29:01 | 00:29:03 | when you actually turn it into a Spark ad or no? |
| 00:29:03 | 00:29:04 | - Yeah. Oh yeah. |
| 00:29:04 | 00:29:05 | - Oh, then that's the part I was missing. |
| 00:29:05 | 00:29:06 | Okay. - Yeah. You just, |
| 00:29:06 | 00:29:10 | so literally, you have all this direct to face stuff, |
| 00:29:10 | 00:29:12 | and then in the options, you add music, |
| 00:29:12 | 00:29:15 | and you can choose from all these different sounds. |
| 00:29:15 | 00:29:16 | - Okay. - Then, once that happens, |
| 00:29:16 | 00:29:18 | - You're altering it a little bit |
| 00:29:18 | 00:29:19 | when you do that, but not a lot right? |
| 00:29:19 | 00:29:20 | - Uh-huh. Yeah. - Okay. |
| 00:29:20 | 00:29:22 | So you, so here's, here's a little hack, |
| 00:29:22 | 00:29:25 | which maybe by the time people are listening, |
| 00:29:25 | 00:29:28 | it won't, it won't still work, but we've tested, |
| 00:29:28 | 00:29:30 | and when you put music in there, |
| 00:29:30 | 00:29:33 | even if you, so there's the original audio, |
| 00:29:33 | 00:29:34 | and then there's the audio |
| 00:29:34 | 00:29:35 | of the music track that you select. |
| 00:29:35 | 00:29:37 | So then there's two slider bars. |
| 00:29:37 | 00:29:39 | You can take the slider bar of the music |
| 00:29:39 | 00:29:41 | and push it all the way to zero. |
| 00:29:41 | 00:29:42 | And those videos, |
| 00:29:42 | 00:29:43 | those ads perform better |
| 00:29:43 | 00:29:44 | than if they have no music, |
| 00:29:44 | 00:29:46 | even though no one can hear it. |
| 00:29:46 | 00:29:50 | So TikTok currently is rewarding us for adding music, |
| 00:29:50 | 00:29:52 | even if they can't hear what it is. |
| 00:29:52 | 00:29:53 | - Huh. Interesting. |
| 00:29:53 | 00:29:57 | Now, getting back to the video to look for. |
| 00:29:57 | 00:29:59 | When we're watching someone else's video, |
| 00:29:59 | 00:30:02 | obviously, you toked about how it has to hook, |
| 00:30:02 | 00:30:04 | have a hook and all that kind of stuff. |
| 00:30:04 | 00:30:07 | You and I, in preparation for this, |
| 00:30:07 | 00:30:10 | we're gonna give some examples of, |
| 00:30:10 | 00:30:12 | and I don't know if these are Spark ad examples, |
| 00:30:12 | 00:30:13 | or not spark ad examples, |
| 00:30:13 | 00:30:16 | but there were, there were some businesses |
| 00:30:16 | 00:30:17 | and people that you worked for. |
| 00:30:17 | 00:30:18 | - Yeah. - If you wanna |
| 00:30:18 | 00:30:19 | give some examples, |
| 00:30:19 | 00:30:20 | I think that'd be really good. |
| 00:30:20 | 00:30:21 | And then we'll get to lead ads after that. |
| 00:30:21 | 00:30:24 | - Yeah. So my friend, Chris Scott, |
| 00:30:24 | 00:30:27 | sells courses to real estate agents. |
| 00:30:27 | 00:30:31 | And real estate agents have trouble doing their listings. |
| 00:30:31 | 00:30:33 | They have trouble toking about how to make video. |
| 00:30:33 | 00:30:35 | They have trouble on social media. |
| 00:30:35 | 00:30:38 | So he puts out TikToks that will say, |
| 00:30:38 | 00:30:40 | "Hey, did you know the number one reason |
| 00:30:40 | 00:30:43 | why agents are unable to do this and this?" |
| 00:30:43 | 00:30:45 | Or "Did you know, here's the one thing |
| 00:30:45 | 00:30:47 | that agents who sell 10 houses a year |
| 00:30:47 | 00:30:49 | versus none do, that you don't do?" |
| 00:30:49 | 00:30:51 | Or "Here's our guide on how to do..." |
| 00:30:51 | 00:30:53 | whatever it is, an open house. |
| 00:30:53 | 00:30:54 | "Here's how to do staging." |
| 00:30:54 | 00:30:57 | Or "Here's how to do, sell to..." |
| 00:30:57 | 00:30:59 | Whatever, it's like all these different situations. |
| 00:30:59 | 00:31:03 | Each of his TikToks is a walk and tok style, |
| 00:31:03 | 00:31:05 | not a professionally produced one, |
| 00:31:05 | 00:31:07 | where it leads, it tells kind of a story. |
| 00:31:07 | 00:31:08 | It's high energy. |
| 00:31:08 | 00:31:11 | And then it leads people to sign up for something. |
| 00:31:11 | 00:31:12 | Or it leads people to think about something. |
| 00:31:12 | 00:31:15 | And each of these videos is 15 to 22 seconds. |
| 00:31:15 | 00:31:16 | They're all very short. |
| 00:31:17 | 00:31:21 | - So these are examples of actual organic videos, |
| 00:31:21 | 00:31:22 | or ads that he's created. |
| 00:31:22 | 00:31:25 | - So we will try them as organic, |
| 00:31:25 | 00:31:28 | and we'll try like four or five different ways |
| 00:31:28 | 00:31:29 | of saying the same thing, |
| 00:31:29 | 00:31:31 | or we'll say the same thing, but in different scenes. |
| 00:31:31 | 00:31:34 | Like in the kitchen, or outside, |
| 00:31:34 | 00:31:36 | or among friends, or at a conference, |
| 00:31:36 | 00:31:37 | or just trying to find, |
| 00:31:37 | 00:31:38 | all, with TikTok it's weird, |
| 00:31:38 | 00:31:41 | because you could have five or six videos |
| 00:31:41 | 00:31:43 | that all look the same, |
| 00:31:43 | 00:31:44 | but just something about one of them |
| 00:31:44 | 00:31:45 | will cause it to pop |
| 00:31:45 | 00:31:48 | and go to a hundred thousand views just randomly. |
| 00:31:48 | 00:31:50 | Initially you won't know why, |
| 00:31:50 | 00:31:52 | but then eventually figure out why it is. |
| 00:31:52 | 00:31:53 | And it's because the music, |
| 00:31:53 | 00:31:55 | it's because of the way you said something, |
| 00:31:55 | 00:31:57 | it's because of the hook. |
| 00:31:57 | 00:31:58 | It's because, you have to watch |
| 00:31:58 | 00:32:00 | each of these different elements. |
| 00:32:00 | 00:32:01 | And when you're making your first few videos, |
| 00:32:01 | 00:32:03 | you won't know which element it is, |
| 00:32:03 | 00:32:05 | because there's so many different factors. |
| 00:32:05 | 00:32:09 | You have to make your first 50 or a hundred yourself, |
| 00:32:09 | 00:32:12 | and/or get your customers, and clients, and partners, |
| 00:32:12 | 00:32:14 | and employees, to be able to make them. |
| 00:32:14 | 00:32:16 | Like Tommy Mello, who I was mentioning before, |
| 00:32:16 | 00:32:18 | he runs A-1 Garage, |
| 00:32:18 | 00:32:22 | and he has his tiknicians go out and make videos. |
| 00:32:22 | 00:32:25 | These are blue collar guys that install garage doors. |
| 00:32:25 | 00:32:28 | These are not social media, videographer sorts of people. |
| 00:32:28 | 00:32:31 | And he's trained them to ask five questions. |
| 00:32:31 | 00:32:32 | Ma'am what do you think about the garage door? |
| 00:32:32 | 00:32:34 | How did we do, how do we make you feel? |
| 00:32:34 | 00:32:35 | What would you, |
| 00:32:35 | 00:32:37 | would you recommend us to a friend? |
| 00:32:37 | 00:32:39 | And capturing these moments, |
| 00:32:39 | 00:32:41 | so you feel like you're along for the ride. |
| 00:32:41 | 00:32:44 | You're about to install the garage door at Sally's house, |
| 00:32:44 | 00:32:45 | and let's see what happens next. |
| 00:32:45 | 00:32:47 | So it's almost like a reality TV show |
| 00:32:47 | 00:32:49 | where they're bringing you along. |
| 00:32:49 | 00:32:50 | So it's not the Property Brothers, |
| 00:32:50 | 00:32:52 | but it's something where it- |
| 00:32:52 | 00:32:55 | - They're gettin' that done in 15 seconds? |
| 00:32:55 | 00:32:57 | - You can do it in 15 to 22 seconds, yeah. |
| 00:32:57 | 00:33:00 | - So it is 22 seconds the limit for an ad? |
| 00:33:00 | 00:33:03 | - No, you actually can make an ad three minutes. |
| 00:33:03 | 00:33:05 | You can even tiknically do an hour now, |
| 00:33:05 | 00:33:08 | but the thing is, you don't wanna do past 30 seconds |
| 00:33:08 | 00:33:12 | because TikTok is looking at your watch rate, |
| 00:33:12 | 00:33:14 | your video completion rate. |
| 00:33:14 | 00:33:16 | So if that completion goes below 10%, |
| 00:33:16 | 00:33:18 | 'cause what you really wanna show, |
| 00:33:18 | 00:33:21 | the best signal you can show organically or paid, |
| 00:33:21 | 00:33:23 | is someone watches it all the way through, |
| 00:33:23 | 00:33:24 | and then they watch it again and they loop. |
| 00:33:24 | 00:33:27 | So if you're clever about exactly where it ends |
| 00:33:27 | 00:33:28 | and where your beginning is, |
| 00:33:28 | 00:33:32 | you can cause people to watch multiple times. |
| 00:33:32 | 00:33:36 | - Okay. So the Tommy Mello thing |
| 00:33:36 | 00:33:39 | on the garage door company, |
| 00:33:39 | 00:33:41 | I would imagine the tiknician is capturing |
| 00:33:41 | 00:33:42 | just a bunch of vertikal clips, |
| 00:33:42 | 00:33:43 | and then someone is backing- |
| 00:33:43 | 00:33:44 | - Someone else is editing it, yeah. |
| 00:33:44 | 00:33:46 | - Is editing it together, |
| 00:33:46 | 00:33:47 | and adding music to it, |
| 00:33:47 | 00:33:48 | and making it into something? |
| 00:33:48 | 00:33:51 | - Yeah. And you could hire people on Fiverr to do this, |
| 00:33:51 | 00:33:53 | or your internal team of VA's to that. |
| 00:33:53 | 00:33:55 | And right now that works, |
| 00:33:55 | 00:33:57 | including repurposing video, that works. |
| 00:33:57 | 00:33:59 | You could literally take a Zoom call, |
| 00:33:59 | 00:34:00 | kind of like what we have here, |
| 00:34:00 | 00:34:02 | and then put the faces top and bottom, |
| 00:34:02 | 00:34:04 | and do kind of quick editing. |
| 00:34:04 | 00:34:05 | And we've seen a lot of people do that. |
| 00:34:05 | 00:34:07 | Alex Hormozie does a lot of that. |
| 00:34:07 | 00:34:09 | However, what I've heard |
| 00:34:09 | 00:34:10 | from some friends on the inside at TikTok |
| 00:34:10 | 00:34:12 | in the last couple weeks, |
| 00:34:12 | 00:34:15 | is that they are rewarding |
| 00:34:15 | 00:34:16 | things that are done in app. |
| 00:34:16 | 00:34:19 | So if you upload something else, that makes sense right? |
| 00:34:19 | 00:34:21 | They don't wanna reward you re-purposing content. |
| 00:34:21 | 00:34:22 | You saw what Facebook said |
| 00:34:22 | 00:34:24 | about uploading things with TikTok |
| 00:34:24 | 00:34:26 | with the watermark, they're gonna penalize you. |
| 00:34:26 | 00:34:28 | You might as well drive into the Toyota dealership |
| 00:34:28 | 00:34:29 | with a Honda. |
| 00:34:29 | 00:34:30 | Why would you do that? |
| 00:34:30 | 00:34:31 | You're gonna piss 'em off. |
| 00:34:31 | 00:34:34 | So, even YouTube said that a couple days ago. |
| 00:34:34 | 00:34:37 | And even the lady I had lunch with today at YouTube, |
| 00:34:37 | 00:34:40 | she said, "Don't try to re-upload, |
| 00:34:40 | 00:34:42 | I know you were able to get it to work |
| 00:34:42 | 00:34:44 | and all this, but if you're doing YouTube shorts, |
| 00:34:44 | 00:34:45 | upload it natively. |
| 00:34:45 | 00:34:46 | And so TikTok, same thing. |
| 00:34:46 | 00:34:48 | They don't want you to re-upload |
| 00:34:48 | 00:34:49 | stuff from other channels, or re-purpose. |
| 00:34:49 | 00:34:51 | They want authentik content. |
| 00:34:51 | 00:34:52 | And they're gonna, |
| 00:34:52 | 00:34:54 | or instead of thinking about it as a penalty, |
| 00:34:54 | 00:34:57 | think of it as, they're giving you this bonus |
| 00:34:57 | 00:34:58 | for doing it inside their app. |
| 00:34:58 | 00:35:01 | - So back to Chris Scott, the real estate agent. |
| 00:35:01 | 00:35:03 | You said you were doing like four, |
| 00:35:03 | 00:35:05 | maybe four or five of similar, |
| 00:35:05 | 00:35:08 | but slightly different examples organically. |
| 00:35:08 | 00:35:09 | - Yeah. - Do you wanna |
| 00:35:09 | 00:35:11 | take the one that really takes off |
| 00:35:11 | 00:35:13 | because the algorithm thinks it's good, |
| 00:35:13 | 00:35:15 | and that's the one you make into a Spark ad? |
| 00:35:15 | 00:35:17 | - Mm. Everything is- |
| 00:35:18 | 00:35:19 | - Or do you not, |
| 00:35:19 | 00:35:20 | do you not do that when it's your own account? |
| 00:35:20 | 00:35:21 | Do you understand what- - Yeah, on your own. |
| 00:35:21 | 00:35:22 | - Yeah, in your own account. |
| 00:35:22 | 00:35:23 | So with the Spark ad, |
| 00:35:23 | 00:35:25 | you can boost your own posts, |
| 00:35:25 | 00:35:28 | and you could boost someone else's post. |
| 00:35:28 | 00:35:30 | 'Cause TikTok's assuming that |
| 00:35:30 | 00:35:32 | if you create a TikTok ads account, |
| 00:35:32 | 00:35:34 | you don't wanna actually be on TikTok. |
| 00:35:34 | 00:35:37 | But we recommend everyone actually have an account too, |
| 00:35:37 | 00:35:39 | so they can see how it works, |
| 00:35:39 | 00:35:40 | and they can boost their own posts, |
| 00:35:40 | 00:35:41 | and they can boost other people's posts, |
| 00:35:41 | 00:35:43 | so they can make connections |
| 00:35:43 | 00:35:44 | and reach out to other people, |
| 00:35:44 | 00:35:46 | and say, "Hey, I'd love to collab with you, |
| 00:35:46 | 00:35:48 | or interview you, or bring you on my podcast," |
| 00:35:48 | 00:35:49 | or things like that. |
| 00:35:49 | 00:35:50 | So you can, |
| 00:35:50 | 00:35:52 | I don't know what percent of posts |
| 00:35:52 | 00:35:55 | are boosted from someone's own personal account |
| 00:35:55 | 00:35:58 | versus boosted from friends or influencers, |
| 00:35:58 | 00:35:59 | or things like that, |
| 00:35:59 | 00:36:01 | but I'd, I imagine there's more people |
| 00:36:01 | 00:36:03 | boosting their own stuff. |
| 00:36:03 | 00:36:04 | - Well, I would imagine. |
| 00:36:04 | 00:36:06 | Yeah. And I would, so, |
| 00:36:06 | 00:36:08 | so if you were to do these variations, |
| 00:36:08 | 00:36:10 | I would imagine the algorithm knows |
| 00:36:10 | 00:36:12 | which one is the best based on the views, |
| 00:36:12 | 00:36:13 | and that's gonna be the one |
| 00:36:13 | 00:36:15 | that you would probably want to turn into an ad. |
| 00:36:15 | 00:36:16 | Am I right or am I wrong? |
| 00:36:16 | 00:36:17 | - Yeah. Yes. So look at what's |
| 00:36:17 | 00:36:19 | performed the best organically, |
| 00:36:19 | 00:36:21 | and those are the ones you probably wanna boost. |
| 00:36:21 | 00:36:22 | And the same is true on Facebook, |
| 00:36:22 | 00:36:24 | but the chicken and egg is, |
| 00:36:24 | 00:36:25 | if you have a new account |
| 00:36:25 | 00:36:26 | and you don't have any views, |
| 00:36:26 | 00:36:28 | then you don't have any data to tell in the first place. |
| 00:36:28 | 00:36:31 | So just use boosting as a way to collect data. |
| 00:36:31 | 00:36:32 | And if you're spending 20 bucks a day, |
| 00:36:32 | 00:36:34 | you could easily look at 10 or 20 different posts |
| 00:36:34 | 00:36:36 | and see which ones are doing the best. |
| 00:36:36 | 00:36:36 | Why not? |
| 00:36:36 | 00:36:40 | 'Cause I've looked at so many TikTok ad accounts, |
| 00:36:40 | 00:36:41 | I can't tell what the winner is. |
| 00:36:41 | 00:36:43 | I'll think I know what the winner is. |
| 00:36:43 | 00:36:45 | And this has always been true of online advertising. |
| 00:36:45 | 00:36:47 | And it's just better to let the data tell you. |
| 00:36:47 | 00:36:49 | - Let's tok about Lead ads for a little bit. |
| 00:36:49 | 00:36:52 | What is, how do they work on TikTok? |
| 00:36:52 | 00:36:53 | What do we need to know? |
| 00:36:53 | 00:36:55 | - So a TikTok Lead ad, |
| 00:36:55 | 00:36:58 | is where you have people, |
| 00:36:58 | 00:37:00 | you send them to a form, |
| 00:37:00 | 00:37:03 | and that form auto-fills because it's within TikTok, |
| 00:37:03 | 00:37:04 | just like with Facebook, |
| 00:37:04 | 00:37:06 | because you send 'em to the website or whatever. |
| 00:37:06 | 00:37:07 | You have this iOS 14 thing, |
| 00:37:07 | 00:37:09 | people's websites load slow, |
| 00:37:09 | 00:37:11 | you don't get the benefit of the auto population. |
| 00:37:11 | 00:37:13 | So when people go to a Lead ad, |
| 00:37:13 | 00:37:14 | it's just like on Facebook, |
| 00:37:14 | 00:37:16 | where you're gonna get half the people |
| 00:37:16 | 00:37:17 | that will click through, |
| 00:37:17 | 00:37:19 | and then a third of the people or so |
| 00:37:19 | 00:37:21 | will actually fill out the form or press submit, |
| 00:37:21 | 00:37:23 | because there's less friction. |
| 00:37:23 | 00:37:24 | They're collecting the data. |
| 00:37:24 | 00:37:26 | They're not having to worry about all these other things. |
| 00:37:26 | 00:37:29 | So it's, it's just like on Facebook. |
| 00:37:29 | 00:37:31 | And the key is, with this Lead ad, |
| 00:37:31 | 00:37:33 | you have to make sure people know |
| 00:37:33 | 00:37:36 | it's immediately relevant what's going on. |
| 00:37:36 | 00:37:38 | So I have some friends that are chiropractors. |
| 00:37:38 | 00:37:40 | And the beginning of that Lead ad |
| 00:37:40 | 00:37:44 | will say "Attention Orlando residents." |
| 00:37:44 | 00:37:46 | Oh shoot. It's for people that live in Orlando. |
| 00:37:46 | 00:37:48 | And then it shows the chiropractor |
| 00:37:48 | 00:37:51 | giving an adjustment to somebody laying on the table, |
| 00:37:51 | 00:37:53 | and they have the microphone under the table, |
| 00:37:53 | 00:37:55 | so when they twist the neck, or the back, |
| 00:37:55 | 00:37:56 | and you hear the crack. |
| 00:37:57 | 00:37:58 | Then it's satisfying. |
| 00:37:58 | 00:37:59 | It captures people's attention. |
| 00:37:59 | 00:38:01 | Because TikTok's all about |
| 00:38:01 | 00:38:03 | showing the thing that you're doing. |
| 00:38:03 | 00:38:04 | So if you're a real estate agent, |
| 00:38:04 | 00:38:06 | show that you're touring the house, |
| 00:38:06 | 00:38:08 | or show that you're doing the garage door, |
| 00:38:08 | 00:38:09 | or show that you're doing, |
| 00:38:09 | 00:38:11 | show the thing that you're actually doing. |
| 00:38:11 | 00:38:13 | But that first frame needs to be |
| 00:38:13 | 00:38:16 | "Attention Vista California Residents." |
| 00:38:16 | 00:38:17 | Or whatever it is. |
| 00:38:17 | 00:38:18 | Like, "Oh shoot. that's for me." |
| 00:38:18 | 00:38:19 | And then you show 'em the thing. |
| 00:38:19 | 00:38:21 | Show the person in action. |
| 00:38:21 | 00:38:24 | Maybe cut two or three different little roles together, |
| 00:38:24 | 00:38:26 | where they're cracking the back, |
| 00:38:26 | 00:38:28 | they're doing the x-ray, |
| 00:38:28 | 00:38:30 | they're looking at, they're having a discussion, |
| 00:38:30 | 00:38:31 | something where you just |
| 00:38:31 | 00:38:33 | kind of get a sense of who they are. |
| 00:38:33 | 00:38:35 | And then that last part is, book a call, |
| 00:38:35 | 00:38:39 | or $50 free massage, or whatever the thing is. |
| 00:38:39 | 00:38:41 | And so when they click on that, |
| 00:38:41 | 00:38:42 | that pops up the form, |
| 00:38:42 | 00:38:44 | and the form is auto populated. |
| 00:38:44 | 00:38:46 | You know with the Lead ads on Facebook and TikTok, |
| 00:38:46 | 00:38:47 | it's auto populated, |
| 00:38:47 | 00:38:50 | so you get a really high submission rate, |
| 00:38:50 | 00:38:51 | and the cost per lead there |
| 00:38:51 | 00:38:52 | might be $3, $4. |
| 00:38:53 | 00:38:54 | It's really great. |
| 00:38:54 | 00:38:56 | We've done across professional services. |
| 00:38:56 | 00:38:58 | So dentist, doctor, lawyer, whatever it is, |
| 00:38:58 | 00:39:02 | they're typically like four to $10 cost per lead. |
| 00:39:04 | 00:39:07 | - Is there CRM integration? - Yes. |
| 00:39:07 | 00:39:08 | - There is CR integration? |
| 00:39:08 | 00:39:09 | - Just like on Facebook. |
| 00:39:09 | 00:39:13 | So you integrate your HubSpot, Infusionsoft, MailChimp. |
| 00:39:13 | 00:39:14 | That's what I was saying before |
| 00:39:14 | 00:39:17 | about TikTok just straight up copied how that stuff works. |
| 00:39:17 | 00:39:19 | - Fascinating. - You know TikTok, |
| 00:39:19 | 00:39:22 | they stole people from Facebook, |
| 00:39:22 | 00:39:25 | and from YouTube to run these systems. |
| 00:39:25 | 00:39:27 | So that's not a question. |
| 00:39:27 | 00:39:28 | - You mean employees. - They steal from each other. |
| 00:39:28 | 00:39:30 | - Yeah. Facebook stole from Google. |
| 00:39:30 | 00:39:33 | Where do you think their head of sales came from? |
| 00:39:33 | 00:39:35 | - So you mentioned Jake Paul. |
| 00:39:35 | 00:39:37 | And you were gonna tok about how |
| 00:39:37 | 00:39:38 | you were working with him |
| 00:39:38 | 00:39:39 | specifically on the ad side of things. |
| 00:39:39 | 00:39:41 | So what did you wanna mention about that? |
| 00:39:41 | 00:39:42 | Because I know you mentioned him earlier. |
| 00:39:42 | 00:39:43 | (Dennis laughs) |
| 00:39:43 | 00:39:45 | - This thing will either cause everyone to say, |
| 00:39:45 | 00:39:48 | "This is really cool, or it'll scare them." |
| 00:39:48 | 00:39:50 | So we've been filming with Jake Paul for a year. |
| 00:39:50 | 00:39:52 | You haven't seen it yet 'cause it hasn't come out. |
| 00:39:52 | 00:39:54 | And it's a course on how to become an influencer |
| 00:39:54 | 00:39:55 | and start a social media agency. |
| 00:39:55 | 00:39:58 | And I brought, one day I brought 10 people |
| 00:39:58 | 00:39:59 | on our team to help film, |
| 00:39:59 | 00:40:02 | and one of them just couldn't help himself, |
| 00:40:02 | 00:40:04 | and started filming by himself |
| 00:40:04 | 00:40:05 | saying I'm in Jake Paul's house |
| 00:40:05 | 00:40:06 | and all this stuff, |
| 00:40:06 | 00:40:09 | from an account that wasn't really anything, |
| 00:40:09 | 00:40:11 | but he posted it on TikTok. |
| 00:40:11 | 00:40:12 | And the algorithm recognized |
| 00:40:12 | 00:40:15 | that it was Jake Paul's house in the background, |
| 00:40:15 | 00:40:16 | and so it started showing |
| 00:40:16 | 00:40:19 | to people who were fans of Jake Paul. |
| 00:40:19 | 00:40:20 | It does some crazy things, stuff like that. |
| 00:40:20 | 00:40:23 | And that video got millions of views, |
| 00:40:23 | 00:40:26 | and it got half a million people liking it. |
| 00:40:26 | 00:40:28 | And I've seen that happen all the time, |
| 00:40:28 | 00:40:30 | where if you have something in the background, |
| 00:40:30 | 00:40:33 | that's why I recommend the walk and tok videos. |
| 00:40:33 | 00:40:34 | So whatever city you're in, |
| 00:40:34 | 00:40:38 | make videos in front of a well known monument, |
| 00:40:38 | 00:40:40 | or someplace, like, "Oh I've been to that park before." |
| 00:40:40 | 00:40:41 | "Oh, I eat at that res..." |
| 00:40:41 | 00:40:43 | "I to to that coffee shop every morning." |
| 00:40:43 | 00:40:44 | Or with other people, |
| 00:40:44 | 00:40:47 | like the mayor, or the sports team, |
| 00:40:47 | 00:40:48 | or something that's gonna be familiar |
| 00:40:48 | 00:40:49 | to people in your city, |
| 00:40:49 | 00:40:52 | and therefore, you don't need to do |
| 00:40:52 | 00:40:54 | all this weird interest targeting or whatever. |
| 00:40:54 | 00:40:56 | Your video does the targeting |
| 00:40:56 | 00:40:59 | 'cause TikTok is doing the facial recognition |
| 00:40:59 | 00:41:01 | and background... |
| 00:41:01 | 00:41:04 | So let's say Mike, in your, you're doing the podcast, |
| 00:41:04 | 00:41:07 | and you have books on the bookshelf in the background, |
| 00:41:07 | 00:41:08 | you can be subliminal about |
| 00:41:08 | 00:41:10 | the books you put in the background |
| 00:41:10 | 00:41:12 | so that TikTok will kind of help you with the targeting. |
| 00:41:12 | 00:41:13 | Have you heard of that before? |
| 00:41:13 | 00:41:14 | - [Mike] No, that's crazy. |
| 00:41:14 | 00:41:18 | - Yeah. I don't think Facebook does that. |
| 00:41:18 | 00:41:20 | Some friends at Google told me they're working on that, |
| 00:41:20 | 00:41:22 | but I think tok's gone a little further than everyone else. |
| 00:41:22 | 00:41:25 | - Fascinating. Dennis, first of all, |
| 00:41:25 | 00:41:27 | this is really, really interesting. |
| 00:41:27 | 00:41:28 | We learned about Spark ads, |
| 00:41:28 | 00:41:31 | which what I think the exciting take home on Spark ads, |
| 00:41:31 | 00:41:33 | is that if I heard you correctly, |
| 00:41:33 | 00:41:37 | you do not need to have any presence on TikTok at all. |
| 00:41:37 | 00:41:39 | You can spin up an ads account. |
| 00:41:39 | 00:41:42 | You can locate people that are |
| 00:41:42 | 00:41:45 | organically creating content around your business, |
| 00:41:45 | 00:41:48 | and then you could reach out to them. |
| 00:41:48 | 00:41:50 | Sounds like ideally, first of all, |
| 00:41:50 | 00:41:52 | say, "Hey, thanks so much for representing the brand." |
| 00:41:52 | 00:41:54 | Maybe offer them something. |
| 00:41:54 | 00:41:54 | And then just say, |
| 00:41:54 | 00:41:57 | "Hey, we'd love to take your content |
| 00:41:57 | 00:41:59 | and give you some more exposure. |
| 00:41:59 | 00:42:00 | Are you interested? |
| 00:42:00 | 00:42:03 | And then boom, you could be off to the races. |
| 00:42:03 | 00:42:05 | - Yeah. Yeah. Actual customers and clients, |
| 00:42:05 | 00:42:05 | that's the key. |
| 00:42:05 | 00:42:08 | Not people who are influencers |
| 00:42:08 | 00:42:09 | that believe they need to be paid |
| 00:42:09 | 00:42:11 | because they have 5 million followers. |
| 00:42:11 | 00:42:12 | Their 5 million followers |
| 00:42:12 | 00:42:13 | are probably not relevant to, |
| 00:42:13 | 00:42:15 | unless you're selling potato chips |
| 00:42:15 | 00:42:18 | and things that are called universal goods. |
| 00:42:18 | 00:42:20 | But find people who really, really |
| 00:42:20 | 00:42:23 | identify with your product, who love your stuff. |
| 00:42:23 | 00:42:24 | And it's not because you're trying to cheap out |
| 00:42:24 | 00:42:25 | and not pay them. |
| 00:42:25 | 00:42:27 | It's that B-list and C-list people |
| 00:42:27 | 00:42:31 | who are not celebrities, carry more authentikity. |
| 00:42:31 | 00:42:32 | And everything that we've toked about today, |
| 00:42:32 | 00:42:35 | is creating things that don't look like ads. |
| 00:42:35 | 00:42:36 | So things that are mobile, |
| 00:42:36 | 00:42:37 | people who are not super famous, |
| 00:42:37 | 00:42:39 | walk and tok stuff, |
| 00:42:39 | 00:42:41 | not heavily edited, |
| 00:42:41 | 00:42:43 | literally using the in-app tools. |
| 00:42:43 | 00:42:44 | All these things are creating, |
| 00:42:44 | 00:42:46 | using boosting other people's posts |
| 00:42:46 | 00:42:47 | instead of from the brand. |
| 00:42:47 | 00:42:48 | These are all like, |
| 00:42:48 | 00:42:51 | I wanna be as far away from things that look like ads, |
| 00:42:51 | 00:42:53 | 'cause an ad will stik out on TikTok. |
| 00:42:53 | 00:42:57 | - Dennis, if people want to check out |
| 00:42:57 | 00:42:59 | "The Definitive Guide on TikTok Ads," |
| 00:42:59 | 00:43:01 | or they wanna check out BlitzMetrics |
| 00:43:02 | 00:43:04 | and where do you want, |
| 00:43:04 | 00:43:05 | where do you want them to go, |
| 00:43:05 | 00:43:06 | or they wanna reach out to you on the socials? |
| 00:43:06 | 00:43:08 | Where do you wanna send people? |
| 00:43:08 | 00:43:10 | - Visit me on LinkedIn, |
| 00:43:10 | 00:43:11 | or if you want, visit me on TikTok. |
| 00:43:11 | 00:43:13 | But I have so many people messaging me |
| 00:43:13 | 00:43:15 | on TikTok and these other channels, |
| 00:43:15 | 00:43:17 | but yeah, Google me. |
| 00:43:17 | 00:43:19 | And I'm happy to help you guys out. |
| 00:43:19 | 00:43:20 | I wanna see you win, |
| 00:43:20 | 00:43:22 | because I know when you start kicking butt on TikTok, |
| 00:43:22 | 00:43:25 | you're gonna need people to help you with the ads, |
| 00:43:25 | 00:43:27 | and you're gonna hire virtual assistants |
| 00:43:27 | 00:43:30 | from Philippines, and Pakistan, and other sorts of places. |
| 00:43:30 | 00:43:31 | You're gonna hire young adults |
| 00:43:31 | 00:43:32 | to help coach you |
| 00:43:32 | 00:43:34 | on how to be interesting on camera, |
| 00:43:34 | 00:43:35 | and how to say things in 15 seconds. |
| 00:43:35 | 00:43:38 | My whole mission is creating these jobs for young adults. |
| 00:43:38 | 00:43:40 | So the more you guys succeed and learn how to do this, |
| 00:43:40 | 00:43:43 | the more you, the more I'm gonna be happy, |
| 00:43:43 | 00:43:44 | 'cause you're gonna, |
| 00:43:44 | 00:43:44 | as your business grows, |
| 00:43:44 | 00:43:46 | you're gonna have to hire more people. |
| 00:43:46 | 00:43:48 | - Dennis, thank you so much for your wisdom |
| 00:43:48 | 00:43:49 | and for your insights, |
| 00:43:49 | 00:43:51 | and for explaining your, your ad strategy. |
| 00:43:51 | 00:43:53 | We really appreciate your time today. |
| 00:43:53 | 00:43:54 | - Thank you so much, Mike. |
| 00:43:54 | 00:43:55 | Appreciate you so much. |
