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TikTok Publishes New Report on the Capacity to Drive Offline Sales via TikTok Ads



TikTok Publishes New Report on the Capacity to Drive Offline Sales via TikTok Ads


We all know that TikTok is the social platform of the moment, and we’ve all seen its massive growth numbers, underlining its popularity, particularly among younger audiences. But is TikTok actually effective for advertising, given TikTok ads are so easy to skip – and in particular, are TikTok campaigns able to drive offline, in-store transactions as a result of exposure and increased brand awareness?

That’s what TikTok sought to clarify via a recent set of studies, in collaboration with Nielsen, which utilized marketing mix modeling analysis to determine the offline sale lift that TikTok campaigns can drive, which could provide some more perspective for your approach.

Nielsen analyzed 16 ad campaigns from brands across North America, Europe and Southeast Asia, with a focus on determining the optimal approach for driving offline sales.

Here’s what they found:

First off, the data showed that TikTok ads drive solid ROI for CPG brands, as well as stronger ‘sales efficiency’ – i.e. how long it takes to see in-store return from your campaigns:

“The US, for example, saw a 14% higher paid media ROAS versus all digital media measured in the models and 2X the offline sales efficiency, while the numbers for Europe and Southeast Asia were even higher.

That makes some sense – with TikTok being so popular right now, you could see how the right campaigns could connect a brand to that hype, and boost awareness, and response, based on in-app pushes.


Nielsen’s study also looked at which types of content worked best for driving audience response, and found that in-feed video was the most efficient ad type. Which, again, is not overly surprising, given the limited amount of TikTok ad options on offer – but the data also showed that advertisers could actually boost their ad placement in the app to see better results.

TikTok sales lift studies

In other words, brands could run more campaigns, and work to push their branding on TikTok even harder, and still see the same levels of effectiveness. That could help to maximize your brand awareness push, and tap into the popularity of the app.

Finally, Nielsen also used its in-store Sales Lift methodology to determine the specific capacity for TikTok ads to generate in-store sales for CPG brands:

“Among the 16 commissioned studies, 14 generated significant sales lift. The average ROAS for these studies was 2X the NCS median campaign performance benchmark.

TikTok sales lift study

Again, given the broader popularity of the platform, these results are not overly surprising, and really, all they effectively show is that brands who are able to latch onto the trending styles and formats of the platform, which then reflects on their products, see a positive sales boost as a result of getting it right.

Getting it right, however, does take time and dedicated effort. If you want to win on TikTok, you need to understand the key trends of the app, the popular content formats, and make content that looks native, and aligns with the presentation of in-feed videos.

If you can get those elements right, the data shows that your business can benefit from the reflected glow of the app’s trending popularity, in various ways.

You can read TikTok’s full offline sales impact study here.


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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats



WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:


Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.

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