#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

TikTok Ad Strategy The Easy Way

Published on: December 5 2022 by Social Media Examiner

TikTok Ad Strategy The Easy Way

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.

Scan code to add assistant

Receive free VIP experience members

Each account can be free of charge once