VIDEO: TikTok: Advertising Blueprint for the Future (Savannah Sanchez) (2)
VIDEO: TikTok: Advertising Blueprint for the Future (Savannah Sanchez)
Get Ahead of the Game on TikTok: Advertising Blueprint for the Future
This is a summary of the presentation held by Savannah Sanchez, TikTok Ads consultant, The Social Savannah that aired at the very first EcomWorld Online Conference.
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Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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Who is Savannah Sanchez?
Savannah has been working with multiple brands, helping them to fine tune their advertising strategies and manage their TikTok Ads since 2020.
She operates her own social media focused advertising agency called "Social Savannah".
Savannah starts with some basic setup tips.
She recommends using the
Savannah uses a very simple approach… just 1 campaign with multiple ad sets, very broad interest targeting, Campaign Budget Optimization.
Most of her TikTok campaigns are set up for prospecting and finding new clients… the first optimization point is add-to-cart.
Targeting Strategies
Demographics: keep it broad, let the machine learning do its job
Interests/Behaviors: chose these based on what your product is related to, keep it broad again
Lookalikes: build these based on page views, ATCs, checkouts…
Savannah uses 2-5 audiences in her campaigns and it can be a mix of the ones mentioned above.
Once you have the initial results, refine your targeting by leaving out the target groups that are not performing.
Creative Best Practices For TikTok Ads
This was probably the most interesting part of the presentation.
Let me share some takeaways.
You need to know the platform. Savannah emphasizes this a lot.
TikTok is different from the other social platforms, if you’re not on it, you won’t understand what it is about and what the users like about it.
You need to follow the trends and understand them.
Don’t make Ads, make TikTok’s! Your goal is to make Ads that actually do not look like Ads, but rather native TikTok’s that people love the platform for.
Use the popular TikTok “tweaks & tricks” such as text on screen, transitions, jumping, frequent cuts, closeups… you need to hook the user within the first 3 seconds.
Savannah recommends the CapCut app to edit videos, it comes from the same parent company as TikTok, so it makes sense to use it 
Creative Tips
The following slide shows 5 major Tips for creating TikTok Ads.
Let’s dive into each of the tips a little bit more.
Native Text
Use TikTok or Branded font or appearance… even with branded text style, try to make it look similar to the usual TikTok style.
Trending Effects
Follow the latest trends used by TikTokkers and incorporate the findings into your Ad creation process.
Music, filters and effects (green screens, lenses)… These change frequently.
Storytelling
Personal stories and authentic emotional experiences work well on TikTok.
Brand owners/founders can tell their story and why they started the brands… maybe to solve a personal problem?
This can really help to connect the brand with the audience and make them buy.
Product Application
Show the product in action. These can be simple unboxing videos or tutorials.
Show the viewers how to use a product… show them something like a recipe, DIY or introduce a new life hack. Emphasize the ease of use.
There are also trends related to using products… TikTok made me buy it, Amazon finds… use them.
Sound-On Design
TikTok is a sound environment.
Always use audio!
Music or a voice over, test the auto generated ones too… “Siri” voice for example.
Don’t forget captions or text overlays.
Tracking Trends for Brands
Use the data provided by TikTok in the Business Creative Hub.
The how-to is in the slide above.
Other Takeaways
The following slide sums up some more important and actionable takeaways from Savannah’s presentation.
Working With Creators
Use TikTok to work with creators in your space.
Savannah shared a great and effective strategy that you can use. It’s called whitelisting an influencer.
By using this approach you can actually boost the posts of an influencer through their profile.
This way it doesn’t even look like an Ad and the results can outperform a regular Ad campaign by a lot.
When searching for creators, Savannah recommends looking at what content they are creating and whether they understand the niche and prioritize this over the amount of followers they have.
The presentation ends here, more to come soon
Want to get in touch with Savannah? Check her website: https://thesocialsavannah.com/
------------------------------------------------------------------------------------------
Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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