TikTok + Amazon: How to Generate More Sales [webinar]

How can you generate sales on Amazon using TikTok content?

Watch a replay of our webinar with experts in driving Amazon sales from the growing reach for product marketing and discovery on TikTok.

Transcript

0:02
all right what's up mike check one two how are we doing
0:09
we're not live yet yeah it'll take a sec waiting for broadcast okay
0:15
got like 97 people lined up all right there we go all right
0:22
what's going on welcome to amazon plus tick tock a lot of good stuff lined up for you
0:28
today we're going to jump right into it we've got brandon the co-founder and ceo of ubiquitous the first influencer
0:35
marketing agency who specializes in tick tock has helped lift netflix and amazon run
0:42
campaigns with more engagement than they've ever seen what's up brandon thanks for jumping on yeah thanks for having me evan super
0:48
stoked to jump into the conversation awesome awesome awesome
0:54
all right jake's the ceo of transcenders and gen z whisper they dominate tick
0:59
tock for brands like mcdonald's l'oreal and pacsun if you haven't heard of any of them we
1:05
need to send you to a doctor no thanks for uh welcoming me welcoming
1:11
me here today this afternoon uh and thank you all uh out there in the linkedin verse uh for tuning in for what
1:19
will be an awesome combo awesome we're gonna pop right into some questions for you you'll hear best
1:25
practices what not to do and save sometimes for the for uh your questions at the end feel free to put them up in
1:31
the chat and uh jake and brandon will knock some of those out for you as well cool
1:36
all right so guys tell me what goals do brands have when they're
1:42
launching a campaign on on tick tock
1:47
yeah jake you want to take this first you want me to i'm down to yeah kick it off if you guys like
1:53
you know i can tell you from from my experience because you know we're really positions at gen z agencies often times
2:00
um the the belief is that oh this is the best outlet therefore to reach gen z and while you know it's obviously going to
2:06
take more of a an executive and overall business movement how do we you know stand for things like sustainability and
2:13
more um tick tock certainly the best outlet to engage this generation and we certainly
2:19
know that from a consumption standpoint and so a lot of brands that we work with are looking for an outlet to build with
2:26
a gen z consumer the other thing that i've seen more and more particularly in the fortune thousand landscape is brands
2:32
are looking for they they see it as kind of a new opportunity to do things differently you
2:37
know it's almost like you know whereas these platforms that have existed there becomes especially in the brand
2:44
world there's like becomes a traditional way to do it and you have to
2:49
you know follow that same quota because if you draw outside the lines too much then all of a sudden you're you're crazy
2:55
and you're not doing it right because of the mandate that's prescribed by everyone else and so
3:01
because i think tick tock is still somewhat the wild west um you know i think that that's changing very quickly
3:08
but because it's still the wild west i hear a lot of brands that literally tell me hey we want to be trend setters on
3:14
the platform we want to we want to be more like a creator than a corporate brand we want to be more like a media
3:20
brand you know than a traditional business um and so i think that's where the
3:26
landscape changes a bit and that's that's two of the things that i've noticed most
3:32
yeah um no that's that's exactly right uh you know i would say brands come to
3:37
us probably no surprise uh with a ton of different goals i mean we work with companies of all sizes all industries
3:44
a lot of these goals can differ based on a company's vertical their customer base their go to market strategy whether
3:50
they're looking uh to rebrand themselves in this new space and of course their maturity as a
3:56
company and i would say know mainly the goals can be bucketed into into two categories um one is
4:02
definitely around brand awareness and the other one uh is more around content creation
4:08
when it comes to brand awareness you know i i think it's probably most simple to say that brands are looking to
4:15
maximize for brand impressions with engaging content with high levels of
4:20
engagement with their customer base what that looks like at a bit more of a granular level optimizing for low cpms
4:28
there are a lot of qualitative elements that brands traditionally look for when they're running um
4:34
large scalable tick-tock campaigns ones that are driving positive brand sentiment you can you know oftentimes
4:40
just take a quick peek into uh into the comments of uh of some of these creator posts to see
4:46
how some of those things are performing um reaching new audiences obviously gen z
4:51
is something that gets talked about really often uh and i i think most people are aware uh at least at this
4:57
point with tick tock having more traffic than google last year that well gen z is certainly an awesome generation and you
5:04
know there's probably no better place to get in front of them than tick tock uh you can really hit any type of demographic that you're looking for on
5:10
the platform and so you know reaching new audiences uh if you're looking to launch a new product and make a huge
5:16
splash um we do a lot of work in the music industry so you can have some goals uh
5:22
where it's um most dictated around how to make a song or sound go viral uh which turns into
5:28
streams you know there's a huge percentage of the billboard top 100 uh that basically needs to have success on
5:35
tick tock um for you to see um success down funnel within that industry
5:40
and that other category of content um it's probably no surprise that uh you
5:46
know even companies that aren't running tick-tock ads are tick-tockifying a lot of their content
5:52
i recently uh i don't have cable i think a lot of people don't but i recently watched some cable and saw some of the
5:58
commercials that were popping on and i think if you spend five minutes just looking at cable content and you
6:04
spend five minutes looking at like some good sponsored influencer marketing posts you can probably make an
6:09
assumption which is going to resonate more with i think any audience but definitely uh definitely with the gen z
6:15
and a younger audience as well um like jared's is actually one of our uh one of our clients jared's jewelers and
6:21
i think everyone knows their you know their traditional commercials that they always run and we're working with them
6:27
and talking uh with them about how to rebrand their entire presence uh tune in
6:32
to a new generation and so um it's a lot of fun uh a lot of cool opportunities um
6:37
you know definitely to jake's point of of companies looking to jump in and do something a bit out of out of the box um
6:43
from what they're traditionally used to that's awesome that's awesome i've from
6:48
i'm talking with you guys i know there are some pretty big wins and best practices love to hear you share
6:54
what's really working out there what's working for these brands what are some of the biggest wins that you've had on
6:59
tick tock yeah i guess i can you know to start here um
7:06
i would say the the some of the best practices certainly you know um
7:13
figuring out a content pillar in the stream of ugc so less produced branded style it needs to be it doesn't
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necessarily have to be filmed with an iphone but it's it's so interesting that we see some of the lower produced uh content is
7:27
what ends up performing best i think additionally finding a way to engage the community native to tick tock
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i think is really important uh that could be big name influencers and creators it could just be uh just about
7:41
anyone you know i think one of the most popular brands on the platform dunkin donuts does an incredible job of you know you can post
7:48
the video tag duncan in it they'll comment and uh actually asked to repost that
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video and and so they create that social gratification pathway that incentivizes
7:59
anyone to go create you know essentially for their brand um those are some of the streams that that i think have been uh
8:06
you know in terms of best practices uh some of the vital things and then finally i think there has to be a reason
8:12
to follow the particular brand um you know and so this is where i'm always
8:18
pushing brands to think about things from a content series perspective don't just think about how you can post one
8:23
video that'll go viral because that's not a long-term strategy by any means even if it gets you know millions of
8:29
views we need to think about a series how do we do something that is interesting valuable entertaining
8:36
education whatever it may be how can it be a consistent and repeatable series that people have a
8:42
reason to tune back in for yeah
8:48
no that uh that makes a ton of sense um so i guess starting off with best practices and maybe speaking from a
8:54
higher level like a brand's overall approach to influencer marketing as a channel um obviously tick tock is um you
9:01
know the the big sexy channel within uh within influencer marketing um but for us and
9:06
the way we approach it is that it's all about placing really calculated bets and these bets are based on a ton of
9:13
different um a ton of different data driven elements you've got demographics uh you have um
9:22
you know obviously things like um median views um the actual uh type of content
9:28
that you're looking at creating and it's really really important especially early on in your influencer
9:34
marketing brand journey to cast or really wipe nets um we are huge proponents of crawl walk run um
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taking a really broad approach and making sure that you understand that you know this isn't something that you go
9:47
into and you say hey you know here's a budget uh here's my goal um you know
9:52
let's go do it a lot of it comes down to placing those calculated bets making sure that you're doing so consistently
9:58
over time that you're obviously uh amalgamating all the data understanding what the data is showing you and then
10:04
testing and then iterating and so um that's obviously like at a really high level really important to understand
10:10
going into it um you know one of the things we often see uh we often see
10:16
brains take the wrong approach to is definitely being way too hands-on when it comes to content and so best practice
10:23
for us obviously we call it guardrails not guidelines creators create that's what they do really well they know their
10:29
audience you obviously have to um you have to be prescriptive enough with overall brand voice uh the strategy that
10:36
you're looking to enact and everything like that but the moment that you start handcuffing um you know a multitude of
10:42
creators and making sure that you know they're reading a script um anyone that's ever run a campaign can tell you
10:48
that that's going to just um that's just going to crush your campaign and so you know that's really important
10:54
um and then there's you know there's a ton of best practices right like making sure the content's authentic um looking
11:00
at things like uh posting density for a creator are they posting based out of you know let's say they're posting 100
11:06
times uh per month and 80 of those posts are sponsored content like there's a lot
11:11
of these more granular things that you have to take into account so some of the best practices
11:17
big wins for us uh a more recent one unlimited toy supply was a company we worked with and kind of
11:24
some sense of irony that we sold out their inventory for three months um running a big uh influencer marketing
11:30
campaign um we recently did a huge campaign for litter robot um 65 million impressions
11:38
uh blended cpm of like seven dollars 26 cents um and then a final one for us uh this
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is um leftist since become one of uh one of our best clients and largest clients uh
11:51
but they hit us up back in november um and a very very very large uh media and
11:58
marketing company that everyone would know apparently did not stick the landing and we ran uh well into the six
12:04
figure influencer marketing campaign including like music production and uh all this stuff uh we got executed in
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like 10 days so a couple fun ones love that you can't ignore tick tock
12:15
anymore there's there's real money being made i love i love some of the things you guys are talking about here i know
12:22
that the kpis that brands are setting are going to kind of vary across the board but are there any things that are like really coming up like pretty
12:28
consistently that you're steering people towards maybe a little bit more than you
12:34
know other other metrics or kpis to focus on yeah brandon i'll let you take the lead
12:39
on this one yeah eager to get your thoughts actually no no for sure so
12:46
uh i don't know exactly where like i i'm gonna answer your question but before i do that let me just give a preface
12:52
is that a lot of times when you work with companies they are thinking about their influencer marketing channel um in a way
13:00
that's maybe going to you know solve all of their down funnel down funnel marketing challenges right
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um but it's really important that when you're thinking about influencer marketing as a channel um you have to
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think about it in terms of a multi-touch attribution model not necessarily a last touch attribution model which we often
13:19
is just like something that we're always having to educate brands on um you get a ton of benefits by opening that top of
13:25
funnel like obviously the brand awareness and yeah you get you know immediate downfall conversions and click-through rates and things like that
13:32
but when you look at using influencer marketing over time and you start to really dial in on um your performance
13:38
marketing channels after you have like a really robust influencer marketing uh marketing channel and strategy you start
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to see a lot of those down funnel effects there and so it's really important just to keep that in mind um that being said when we are looking at
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uh kpis you set for you know say like the first three months of uh of a influential marketing campaign
13:58
deployment um cpm's of course you know optimizing for impressions uh engagement
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rates uh click-through rates and web traffic um we're actually working on building a lot
14:08
of cool tech um in the long term to you know integrate with google analytics and uh make sure that we're measuring
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influencer marketing um at a much more granular level like down the road but we're thinking about it
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there and then like i think i previously mentioned um some of those qualitative kpis um and so
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those are um brand sentiment checking out the comments um you know looking at
14:30
virality how are people engaging uh engaging with your with your content on a consistent basis
14:37
love that jake anything you want to add on that one yeah i mean what comes top of mind uh for me i mean agreed on all
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those points i won't re-emphasize those one of the fascinating like marketing trends that i think tick tock and other
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social platforms has created is i think it has it's widened the overall marketing
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funnel and also shrunk it vertically so to me the steps in between are
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uh in terms of a linear consumer journey in terms of you know step one you know brand awareness here and then touch
15:09
point two and then engagement here and then they follow you and then they like that linear consumer journey i think has has changed so much and
15:16
to me that traditional funnel is a lot more condensed here but a lot wider in terms
15:22
of the the breadth of different platforms and so you know with that in mind we we like to set all the majority
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of our kpis around very top of the funnel and then back end bottom of the funnel um and everything
15:35
else in between is great to have and can certainly be used from a data perspective but oftentimes
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um you know into brandon's point as well like like you know we have to uh we're certainly cognizant of that but
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i would say we're always thinking about well what if we just increase top of the funnel doesn't that you know solve some
15:55
of these downstream problems kind of indirectly if you will um and so that's what i would say to
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that you know in terms of like um you know kpis the priority is always
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going to be what is our impression per month what's our cpm maybe when it comes to influencer marketing uh what's our
16:12
cost per conversion there of course um but overall how can we make sure that
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our impressions are consistently growing um and typically when that's the north star some of the
16:24
the things on the back end of it um kind of i don't want to say solve themselves but
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it's just it's easier to figure out the conversion when you have a much larger
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audience to work with than trying to over i i think
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trying to over optimize what is maybe quite limited in terms of an audience base
16:48
yeah no totally agreed for sure so
16:53
i'm gonna hop to the next question what are some of the biggest mistakes bran brands are making you know i know one is
16:59
like saying hey buy this at walmart you know for a major kind of skincare healthcare brand in the video like talk
17:07
to me about some of the biggest mistakes that brands are making and you know so we can obviously avoid
17:12
them yeah and i mean at least for us i think it's uh honestly
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some of them are just the opposite of the best practices that we outline like you're totally right evan though like
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having this really way too heavy of a cta of like quick now buy now like good luck getting any amount of views or
17:30
virality on that content right um definitely uh i think one big call
17:35
out that i probably should have touched on a little bit more earlier uh a lot of brands focus really heavily on follower
17:41
counts and in the tip talk world that is basically a null metric uh you really
17:47
want to make sure that you're understanding um that you're understanding how that how a creator's content has been performing
17:54
recently so looking at something like their last 30 posts and also accounting for like those giant spikes of virality
18:00
because then like you even see companies that are like oh well their average view count is this it's like okay did they have one video or three videos that went
18:07
viral during a trend um when you're building influencer marketing campaigns because consistently over time you need
18:13
to know how their um how a creator's content is going to perform consistently
18:18
and so making sure that you're not focused on on the wrong metrics around a creator um
18:24
definitely being too hands-on slapping those handcuffs on content then i probably don't need to take too
18:29
much time on this because um jake and i both just touched on it but uh definitely jumping the gun on evaluating
18:37
uh influential marketing and tick tock um under uh a very specific performance
18:42
marketing lens uh without giving it time to play and to know your overall marketing funnel um is something that uh
18:48
that we see yeah yeah and i i've seen a lot of brands go
18:54
wrong by trying to take the traditional production and content processes mediums or
19:01
agencies if you will and go try to deploy that in a completely different and unique
19:08
environment and which is tick-tock um and then it doesn't perform well and then they give up on the platform
19:13
entirely not realizing that maybe were the problem right um
19:18
you know the other thing i would say is frankly just the the weight that it's
19:24
it's taken a lot of brands to fully immerse themselves in the world of tick tock like i can i i certainly
19:31
uh can resonate with the need for strategy and planning but it should not take six
19:37
months to figure out what we should be doing on on the platform because by then the platform itself and the consumer
19:43
base has already changed um you know and so that's what i would say like a lot of brands are very hesitant about it i think you learn best by going
19:50
out and doing and i think tick tocks of all the different marketing platforms the one where you can get away with
19:57
testing a little bit more because if you push something out that's lower production quality it might actually
20:03
help you you know so um that's what i would say and then there's just a lot of brands that i would say
20:08
kind of have half-assed tic-tock like have touched but are afraid to kind of
20:14
dive all the way in as if it's going somewhere like i i just i i i don't understand sometimes
20:21
when like there's a potential to reach tens of millions of very cheap impressions
20:28
and yet we're just ignoring it yeah we we see that all the time too
20:34
jake where we'll have clients that we start to work with uh and they'll just have these horror stories and uh like
20:41
well we don't think tick tock has worked for us as a platform or influencer marketing but then as soon as we start to dive in and understand what their
20:47
approach was and the way that they went about it it's oftentimes no surprise that um you know
20:53
what they did didn't work because um it's a really complex channel yeah i mean
20:58
it's really complex like a lot of the challenges that we're trying to solve as a company have to be technology forward
21:05
because um you know a lot of it's so manual a lot of it's inherently unscalable if you don't have workflows
21:11
automations processes tech and data right and so anyways yeah but
21:17
agreed they're cheating brandon you're are you suggesting that you can't just put the marketing intern on it and let
21:23
them figure it out yeah yeah i know i'm sure they're gonna do a great job yeah
21:29
so i mean look it's just so new that the best practices like i feel like
21:34
even i'm learning a lot just on this call today and like that's why you know people in major brands are
21:40
turning to ubiquitous and trendsetters to to figure out these sort of things because otherwise we're just guessing
21:46
and that's really what's happening and sometimes things work and sometimes they don't and we don't really know why
21:52
uh you know in in a lot of instances and that's why you also need a test and measure like you would but you know
21:59
how to do that compared to normal performance marketing you know i i think is is still uh it's
22:06
tough to it's tough to understand if you're you know a brand and you're working on multiple multiple channels where these
22:12
guys are pretty focused on tick tock so quick question what are some of the campaigns brands are running that
22:19
are you know two thumbs up we want to see more of those
22:25
jake you and i'm i'm happy to hop in um but either way yeah so so there was um you know and i i
22:33
didn't sure win but there was a campaign that we ran last year for pacsun um
22:39
so essentially and i want to make sure i can share the yeah okay i think we're good so
22:45
check this legal real fast thumbs up okay yeah and uh no uh hexane's not on right
22:52
okay i'm just kidding yeah it's like uh no but you know essentially it was how do we sell more
22:58
genes like that was essentially the brief it was a little bit more in detail than that and i was amazed by the way that they
23:05
ultimately approved this so you know we have this process okay how can we make you know like it's in
23:10
fashion how can we make this super popular connected to culture and how do we just make something that pops on the platform and so what we ultimately
23:16
dialed in on was a campaign called get your jeans on uh which is what what the title was and so we commissioned a local
23:23
music artist uh shout out to j.o by the way and uh he produced a song called
23:28
high waisted which uh has very much two meanings high-waisted jeans and then you know getting high and getting wasted uh
23:36
somehow that got through legal approval uh thankfully it did because we then did a you know a production
23:42
shoot uh at santa monica beach and uh then commissioned all these influencers to post with it
23:48
sounds went absolutely berserk generated 8.6 billion impressions in the span of three weeks organically
23:55
um and so it's like and it's not to say that that we were necessarily unique to that because to me
24:02
you know any brand any agency any internal marketing team could take that same philosophy
24:07
but it's okay we're going out and we're providing something to the platform and two consumers and two creators and two
24:14
influencers as opposed to taking from it and because of it we're going to sell uh you know a ton of jeans or whatever xyz
24:22
product you happen to sell and i think it's that type of thinking where uh i you know i i fall in love with
24:28
brands in the platform that are using it for that level of creativity and there's
24:34
a million more like ideas where i wish certain brands were doing certain things and i think we will inevitably get there
24:40
um but you know brandon what what what's top of mind for you yeah i mean one of the cool things about
24:47
this space uh and just for context too um my background's in enterprise software and so
24:53
like influencer marketing and entertainment is all brand new to me and you know i'm used to just like
24:59
engineering leaders and talking to them and so this is all just so fun cool um but we see all types of all types of
25:04
campaigns um we like edutainment which is you know entertaining but educating about our products um we're actually
25:11
just starting to uh dip our toes into the political sphere so running um you know political brands and political
25:17
sentiment um type campaigns love music like music's awesome um
25:23
uh and always really fun and just a really a really cool way to use
25:28
utilize the platform and get really creative in that way um you know selling selling products obviously your consumer
25:33
gets companies that want to go out and sell products um obviously it makes sense to run those types of campaigns uh
25:39
you have campaigns with larger companies that are just like yeah we want the audience to know of us and to
25:44
associate with us positively and so working on brand sentiments um diversity campaigns uh launching new products uh
25:51
actually testing new products um and seeing how new product lines uh how
25:56
they're received by potential target audiences before you know you you uh you dive head first um and so we we see all
26:03
kinds and that's honestly like one of the coolest uh coolest things about the
26:09
of space i think we might have touched upon this but if you want to just share a quick example of any brands that just went
26:15
completely viral like shocking results and
26:20
yeah yeah my homie uh uh i'm gonna pull up so i get his last name
26:26
correct uh he runs a protein brand called seek supply uh s-e-e-q
26:33
if i'm correct uh been
26:38
z-a-v-e-r either xavier or zephyr um anyway has gone in here's what's what
26:46
i love so much about it he's been he's sold out they just hit seven figures in revenue for a protein brand that he
26:52
launched i think just six to eight months ago nice growing like crazy here's what's so
26:58
fascinating it's yeah i mean some of these videos have gotten crazy viewership but it's not like he has a million followers like
27:05
there's 100 114 000 followers on his page and then the brand i think has about 40k so it's
27:12
not a million followers that you would expect but it's a super tight-knit loyal community
27:18
and he has translated into not just views but actual conversions and it's
27:23
because of his strategy one of the things that he goes out and and does really well which we've seen
27:28
perform well on the platform is the what we call street team content when you go out and film
27:34
and if you can do it in venice beach or some area like that where you just get an infinite amount of characters that's ideal but wherever works and you go out
27:42
and you have direct product demos or some unique thing that's taking place out with other people that's the type of
27:49
content we've seen perform really well and that's what he does he'll take his protein uh brand out he'll happily try
27:55
it or in a gym and then people give their direct reaction but he does it in an engaging way and clearly it converts
28:03
he's sold out of every single one of his little supply drops um and so it's it's and it's so fascinating
28:09
to see you know a young entrepreneur be able to literally build a brand on the platform
28:15
and convert that into what is now like a home run of the business yeah well of the dollars and cents there
28:21
you know seven figure brand less than a year i love also like when you're talking
28:27
about tick tock versus instagram you know the follower accounts just not as
28:32
important i thought you know that speaks to the speed of being able to get some of these dollar amounts which
28:38
is awesome uh you know thanks for sharing that jake brandon any uh massive massive wins i
28:45
know you've got a handful yeah um i mean i know i mentioned some of the ones that were top of mind like
28:51
litter robot we had this uh this one great piece of content that went totally viral and had like over 20 million views
28:57
it's a pretty hilarious content yeah a little robot yeah actually
29:02
okay three cats and two litter robots it's actually it's okay if anyone has cats and doesn't don't like scooping
29:07
litter like i'll toss them uh a promo for them they're pretty sick million on a view there um unlimited toy
29:14
club is a cool one um this was uh in our earlier days uh but we ran the um
29:21
uh walker hayes uh campaign and we put a song on the
29:26
um billboard top one uh for country music for 26 weeks straight
29:31
um and that was probably one of our first big wins out the gate um obviously within the music industry um
29:38
we have a bunch of stories too like you can feel free um i'll give us a plug check out our website and we've got uh
29:44
case studies for companies like magic spoon um just like a keto consumer uh yeah consumer goods brand um for hers um
29:52
and a few other ones too but nice integer uh a few
29:57
i love that love that cool let's pop let's keep moving here we've
30:04
got a lot of questions coming in um i'll try to you know maybe let's go a
30:09
little bit faster for the last few how important is creative what percentage of the formula is picking the right
30:14
creative
30:20
yeah um no no good good question um so i think this this comes back to
30:27
uh one of those things that um both i think me and jacob touched on a few times um strategy is really important
30:34
choosing the right uh influencer creator mix having the overall strategy um the
30:39
direction all of that is really important and that's you know what we would definitely consider our bread and butter uh and what we do
30:46
um that being said like the creators are the ones that create and so creative is really
30:51
important but you know at least the way that we view it and in our jobs it's not to handcuff creators it's to find the right
30:58
creators to create really good engaging content um it's really important to know
31:04
um and jake touched on this too you see a lot of brands especially like more traditional larger companies that just try to repackage um the way they've done
31:11
marketing on your more traditional channels and toss them into tick tock and they don't work um tick tock has a totally different tone
31:17
a different culture like reddit has a different culture twitter has a different culture and you have to make sure that whatever content
31:23
you are populating into into that ether is matching that culture and so for us it's very much about how
31:30
do we craft a general brand voice and tone and strategy and execute on this in
31:35
a way that uh is going to be really scalable um but also to make sure that we're giving creative creators freedom
31:42
to create good content yeah i mean to me the the creative asset
31:48
is everything especially from a uh from a sales point of view but oftentimes it is reverse that of what
31:54
you would think where when you actually are selling the product to an extreme level that will do more to actually
32:00
damage that that product sale then you then if you were to allow for it to be a
32:06
little bit more natural and so you know an example of this is is we we worked with a really small coffee brands and we
32:14
did specifically campaign pushing out where all we did you know very minimal
32:19
budget here we sent out free product to influencers in exchange for them posting a video and gave them creative freedom
32:26
that then drove to a direct amazon link because i see some questions in here relevant to amazon conversions
32:32
and we saw incredible uh traffic one video alone brought in north of thirty
32:38
five thousand dollars in amazon sales and we're talking about a relatively small creator you know not not a million
32:44
followers the video got five million views um and what's so fascinating about the
32:50
video is she didn't even speak in the video at all all she did was she showed her
32:56
coffee routine and she made this iced coffee with the product and then her caption was lincoln bio and
33:04
that was it and it was no qsr or uh you know it was
33:09
no crazy uh you know classic ad spot or you know yelling at the camera to go buy this
33:15
product it wasn't saying make sure you click the link in the bio and use my affiliate code you know like
33:21
to me for a modern consumer they don't need that and and what i think is so fascinating about
33:27
is is how you know tick tock can then direct towards a one-click purchase on
33:32
amazon and that's where i think there's there's so much potential ultimately in the space if you have that right
33:38
creative then they're one click away to it being at their door the next day
33:43
i love that let me talk to me about connecting uh talk to amazon you know we can help
33:49
people get set up with amazon's ad attribution and 10 kick back afterwards after the thing if anyone wants uh
33:56
us to follow up and connect on email we can send that to you just let us know with like a thumbs up in the comments
34:02
but um yeah how are you guys doing that what's best practice to go from tick tock to clicking now they've got their
34:09
credit card if they're prime subscribers already set up what's working
34:14
you know that you're seeing yeah there are definitely like a few little things that um
34:21
that we put into action that really help um you know i think when it comes comes back to it like i wish i could say hey
34:27
here's the silver bullet if you have this hashtag or if you have you know this type of cta or something that it's
34:33
going to directly convert in a way that's really attributable and measurable and all these things but it's
34:39
just a complex channel and so i think it's just always important to continue to reiterate that um that being said um
34:46
uh you can do things like posting um having a brand actually post the link in the
34:53
comments have a creator pin that to the top of the comments um it's just like a little thing that we figured out
34:58
actually really does help drive attributable traffic um if you are really heavily focused on um
35:07
on maybe the more performance marketing side or um or having more directly attributable um
35:14
attributable traffic that you know uh results in ctrs and conversions um
35:19
having a nice mix of the way that you're doing influencer marketing so traditional organic influencer marketing
35:26
that is going to be your best for maximizing brand impressions utilizing that content for paid back-end
35:32
ads obviously it's going to be more expensive but it's going to be more targeted you can have harder harder ctas
35:38
and you can see how how traffic is converting uh you can do
35:43
things like spark ads on the back end and um promote uh uh an influencer or creator's post to really maximize
35:50
impressions in a more targeted way um as well and so there are things you can do um but when it comes down to it it's you
35:57
know generally have a really good strategy in mind um be willing to learn and to reiterate uh and execute over
36:05
time yeah i mean look i i put myself in the
36:10
in the shoes of you know say i'm running an e-commerce brand on amazon and i'm doing it anywhere from like one to five
36:16
million in revenue on an annual basis like it you know if that's what i was doing what i would look to do immediately and
36:22
just add multiples to the numbers here is i would look to hire on i would
36:27
source out i would first off first of all i would see do we have a cool enough brand and product where we can get
36:33
people to create for us in exchange for no money at all because they really like our product uh speaking of shout out to
36:39
poppy didn't pay me just sent me free product now i've been promoting them like crazy everywhere
36:45
and so i would send and let's say okay so let's commission 10 different creators
36:51
let's send them free products maybe a little bit of payment let's have them all create a video now what i want to do
36:56
is i want to look at who was able to generate the most attention based on their average views
37:02
per post so measured against their amount of followers uh look at whose video outperformed
37:07
their index of average views per post then i want you of those 10
37:13
select five and put some money behind spark ads now what's interesting about
37:18
spark ads is now instead of relying on that influencer to drive to a sale you can run it essentially as an ad but it's
37:24
going to show up as coming from their account and you can now link it directly to conversion where if they click on
37:30
that it doesn't go back to their profile it goes straight to the amazon link or
37:35
wherever you want to want to direct that traffic to and it's a one-click purchase and so
37:40
those are the things that you know to brandon's point there's going to be no silver bullet solution here uh but there are going to be very
37:48
tactical steps you can take we can start testing and then as you're testing you're gonna figure out what the right
37:55
methodology what the right mix is to that what's the best message you know oh
38:00
hey you know and for instance like we've found like when you get testing at this level we start finding that okay
38:07
throughout all this video content and again there's multiples to this so maybe it's a hundred videos and then we turn
38:13
that down to the best 10 or the best 25 or the best 50 and then we we test that as well but you'll find that when you
38:20
tested a scale like that which if you're just giving away product for free by the way you can test at ideally a very high
38:26
scale is you start learning that oh that's strange that despite the creative
38:33
at all when we use this keyword when we when the influencer or creative says
38:38
this or writes it in text we convert at a rate twice as high or
38:43
you start finding these really interesting data correlations that you it's one of those things that you don't know if you don't know and once you
38:50
start testing at that scale you'll start discovering a lot of interesting little
38:55
data correlations and insights and then once you know once you find it you just
39:00
dial it in and put all your chips on it i love that i love that a lot of good stuff guys i
39:07
think we should pop to some q a i'm going to start with let's see if this comes on the screen from uh
39:14
samantha um how do you find and work with utc creators i'm interested in doing this
39:25
yeah i'm happy to take it uh so i mean the way that that we use um you know any
39:30
type of creator uh and you know obviously like our approach is always let's back into an overarching marketing
39:36
goal and you know like i'll skip all that all of it well how do we actually find creators um one of the things that
39:41
we did right off the bat uh as a company is go out and try to build all the crater supply and so we have a network
39:47
of i think roughly about 5 000 creators with a myriad of data points across those we have them all um categorized
39:54
based on genre um based on you know a ton of different a ton of different elements and so really we just try to
40:01
understand what are you actually looking for um you know which what what's your budget what are your marketing goals etc and
40:07
then we just kind of back that into our own um supply engine and then we also have a ton of other third-party data
40:14
sources um that are kind of a dime a dozen uh out there um and so you know if there are creators
40:20
that like we have some crazy brand ass they're like yeah we're looking for someone who's in australia uh and like
40:26
is above 40 and loves to do extreme skateboarding or something like that obviously like we're not always going to
40:31
have those those folks on our platform and so we have a bunch of other data sources that we basically plug and play
40:38
um and do data analysis and then go you know go get those creators um sorry if that
40:44
wasn't like the most concise answer but um there there are just a lot of ways to find creators out there
40:50
no i would say very similar here the the only addition is one of the one of the the the few great
40:56
decisions i i've made which there's very few great decisions i've made most of them have been bad decisions as a
41:02
founder but one of one of the great ones was uh i hired on amanda johansen to be our head
41:08
of influencer marketing uh who was you know early verified on musically 1.9
41:13
million followers on tick tock i converted her to the dark side the business side you know where the dollars
41:19
are uh because she you know she quickly realized all right do i really want to be a full-time influencer and do that
41:25
thing like my career is only five to ten years whatever so you know because of that uh we've
41:31
been able to you know not only do the traditional things of building out rosters and networks but um being able
41:38
to build relationships at a higher level just because that's you know who you hang out with and and some of
41:43
those things that's where we see you know immense impact but ultimately that's it i would say you know another a
41:50
really good like smb resource would be tick tock's creator marketplace that's accessible online it might be dated to
41:57
agencies i'm not totally sure i think anyone can go sign up though um they'll allow you to search up any
42:02
creator on the platform and get in contact with them it is difficult uh dealing with talent
42:08
management super fun and exciting if you can get by talent management i would recommend you to do so uh but all that
42:15
said um you know that's that's some strategic elements but worst case scenario
42:20
find some people search it up on the social medias and shoot them a dm and worst case scenarios they don't see it
42:29
all right let's pop to tim clark do you guys suggest brands white lists the same videos from
42:35
tick tock curators or should we just have them run the ads and
42:40
direct link to our amazon pdps
42:46
uh so alex said yes whitelist is king with a crown uh
42:53
anything you guys want to add to that thanks tim no i think alex uh alex speaks well
43:00
for me and the rest of the trendsetters crew uh no i would definitely recommend whitelist the same videos i
43:07
i believe they're referencing the videos that are being made by the tic toc creators um those are the ones i whitelist i
43:14
wouldn't whitelist a separate ad and place it on their page necessarily you can do that but it's not going to perform as well
43:21
and then you could certainly you could also just take that creative asset get approval and then run that as an ad separately um
43:28
so the answer is kind of both yeah and that last piece jake is is
43:33
oftentimes what we end up doing um it allows us just a lot of flexibility with testing lyft is actually a great client
43:40
of ours where we do a lot of that where um obviously we have like our more traditional influential marketing brand
43:45
impressions for you know certain elements um but another big chunk of it is how do we create a lot of really good
43:52
creative video content from a ton of different creators and then go out uh and run them back end and test and see
43:59
what works awesome awesome
44:05
all right let's show jared bouchie some love have you all run the same video campaign
44:10
across tik tok ig fb with the same spam to analyze the best results conversion rate does tick
44:17
tock offer the highest intent to purchase so it's coming from jared he's an amazon
44:23
agency owner we all know uh when you're sitting on amazon you've got your credit card out super bottom of
44:30
funnel so might be a little bit of a trickier question for you guys yeah um no good question um sometimes i
44:38
will say it can be hard to standardize um like it's just a lot of times we will run a campaign on
44:44
both tick tock and instagram for example but the view count the follower counts um they're not always going to match up
44:51
one-to-one um and obviously the ways that a client or sorry a way ways that an audience engages with that content is
44:58
very different platform to platform tick-tock you're gonna have
45:03
way more impressions way cheaper using something like you know instagram stories sometimes
45:10
you're maybe going to have it might be more expensive but you might convert a little bit higher of a rate
45:17
it's honestly hard to standardize i would say that you know our approach uh as being a company that is so heavily
45:23
focused uh on tick tock um you know our answer is going to be put most of your budget into tick tock
45:29
because you know you generally are going to see better results yep
45:35
yeah i wouldn't run the same ad necessarily i mean you could in theory um
45:40
but no i would i i would tailor it to the the particular platform as opposed to
45:46
trying to like make it work everywhere um that said we do see a fascinating
45:52
trend with which is like everything that i i've said about tic toc up to this
45:57
point we're starting to see instagram reels gain a little bit more traction uh more
46:03
and more now it's still not anywhere near tick tock just because the way the algorithm is designed it's entirely different um but
46:10
you can start you can duplicate some of these strategies instagram reels they might not be as effective
46:16
uh but they certainly will work especially from an organic content perspective
46:24
all right so i'll speak to this one a little bit from denny have you had any direct success for brands playing in
46:30
grocery driving to amazon i know in grocery and gourmet food we hit number one for uh on grocery and gourmet food
46:38
on amazon for a major chocolate brand that's a billion dollar chocolate brand
46:43
crew their sales almost 3x in about 30 days to seven figures on the monthly but
46:50
going from tick tock specifically to amazon anything in grocery or close to grocery food
46:56
beverage um that's maybe noteworthy guys uh to be totally honest i have no idea
47:03
um maybe yeah i would love to be like oh yeah this one perfect spoon i'd say is kind of
47:08
close to that did you guys do they touch amazon or they don't really watch them so so we've definitely played um
47:15
uh with at least a few brands in you know food and grocery um i just don't
47:21
know that um i don't know that we were uh we were pushing them towards amazon so
47:28
i'd say yeah ditto here as well like i
47:33
there's probably some correlating things like relevant to qsr and retail that would be similar but specific to amazon
47:39
and specific to grocery not so much give us anything from amazon from tick
47:44
tock to amazon that sticks out in your brain because i saw that also in the
47:50
questions yeah i mean to me where where it stands out really well especially with jinzy a
47:56
younger consumer where amazon is just so by and large the shopping preference and they already have their information in
48:02
there and it's gonna be one click it's super easy to purchase they can see the reviews right there as
48:07
well like um to me the biggest opportunity for the biggest opportunity period for
48:14
any cpg brand even those in retail is the capability of tick tock as an awareness stream to a
48:21
new particular product sku or something of that nature driving directly to a one-click amazon purchase that is where
48:28
there is so much opportunity that i don't think brands are fully leveraging could be new flavor it could be new sku
48:34
doesn't really matter exactly what it is and if it is in the cpg ecosystem selling for less than
48:40
uh a a really high dollar amount you know call it less than 100 bucks right um something in that like snack or
48:46
beverage category that's where there's so much opportunity because you can go straight from my first time seeing this
48:53
product to literally the products in my hand two days later
48:58
yeah no no that makes sense um jay i can't think of any brands off the top of my head but we've definitely seen
49:04
we've definitely seen a success right right yeah primarily continuous yeah all good guys
49:11
well cool i think we covered quite a bit um you know in a
49:17
short period of time really appreciate you guys jumping on how did people find you jake how do people start to work
49:22
with you any closing remarks that uh you want to drop that we haven't heard
49:29
no i mean nothing major i think you know i i've been very added about my emphasis
49:34
for the tick tock platform you know whether it's at the smd level the fortune thousand level startup world you
49:41
know perhaps even hey you know we're a a traditional company but we want to test
49:46
this new product and see if young people like it what's so beautiful about tiktok is the ability to get direct feedback
49:52
not only from an awareness standpoint because of the way the algorithm is designed but also from a purchase standpoint particularly if you can
49:58
listen on amazon and i think that combination tick tock plus amazon of course your title here is like this
50:04
is the lethal combination that i think will dictate the landscape of cvg for
50:09
quite some time um i think it's very underrated i think we're overrating some of the other platforms uh i think cbg
50:16
brands are investing way too much into the traditional like facebook ads like there's just this strange cult
50:22
worshiping nature of like all hail facebook ads and i i get it but like we
50:27
have to be real about the rising ad costs and the competition that exists on those ecosystems and we have to look for
50:33
where's the white space and the white space is in this platform that is so creator centric and so that's what i
50:39
would say and then in terms of finding us we're www dot i just said www which means i'm not
50:45
uh it's trendsetters.com but without val so trnd sttrs.com there's the gen z part no
50:51
vowels um and then also i'm always on linkedin
50:56
so hit me up on linkedin whenever nice brandon same question any any last
51:04
closing remarks that we must must know where do we find you um can we get a
51:09
flex because i heard you're a top wrestler i wasn't i was
51:14
my garage is like 600 square feet of uh wrestling mats i was actually in the emergency room to 10 pm last night
51:20
because i dislocated my buddy's elbow it was absolutely gnarly
51:26
yeah thank goodness it was just my really good friend yeah but
51:33
i didn't want to work with him on blowing up his tick-tock brandon just ripped off his arm just pulled it around
51:38
the socket yeah it was uh truly annoying totally um
51:45
no guys um the one thing that i'll say because i could just talk about all things influencer marketing and tick tock for days um
51:52
ubiquitousinfluence.com to find us follow us on linkedin add us on linkedin we are investing a ton uh in thought
52:00
leadership and content um obviously feel free to reach out if you are um you know
52:05
if you're a brand or an agency and you obviously want to learn more or if you have uh you know campaigns in mind and
52:12
you want to start deploying capital into the space we talk a lot about tick tock because tick tock is almost always going
52:17
to be the right platform um but we do work cross-platform youtube instagram um you know tick tock twitter etc um but
52:25
yeah hit us up um follow us for all the great um great content that we're putting out and feel free to you know
52:32
set a meeting with uh me or or any of our team sweet evan thank you by the way for uh
52:38
hosting and for all the work you do in amazon because i feel like brandon and i i'll speak for
52:43
myself but we get to do the fun uh top of funnel stuff totally
52:49
becomes meaningless unless it can convert so thank you you know for everything you do uh it
52:54
allows us to go be crazy and just generate pressure i learned a lot today i appreciate you
52:59
jumping on you know i think some of the things that really stuck out to me is like having a full on strategy as opposed to
53:06
just like hey let's just post something and see what happens um just the thoughtfulness and the
53:12
ability to be creative and you know honestly the dollar amounts with some of these brands and the speed
53:18
has just gotten to the point where you can't ignore tick tock anymore sure you know hit us up on amazon we'll sell 350
53:25
million on the channel this year have some idea what we're talking about here um if you want to connect up amazon and
53:32
tick tock uh feel free to hit me ej at straight up growth and we'll send you one pager on how to do that or walk you
53:39
through it for any brands cmos out there that want to take a little bit of a deeper dive all right love you all peace
53:46
thanks evan jake great to meet you buddy we should probably talk too yes awesome okay see you guys
53:58
you