How Frida's Sip n' Paint Found Success With TikTok Ad Tracking

TikTok is displacing the social media ad spend market and is becoming a strong contender against Facebook and Google. We know that you (our partners) want to start spending money on TikTok if you aren’t already and need to track your return on ad spending.

That said, we added the ability to track TikTok ads into our product and one of our partners has already found a lot of success in using the feature.

We asked them a few questions about what they’ve learned so far while using TikTok to advertise as well as how they’re using the ad tracking feature. We hope this conversation will allow you to gain insight into the process for your own TikTok strategy. 

How did you initially decide to use TikTok as a platform for driving revenue?

 In Australia many people still use Facebook, however if we want to reach young people this social network is the best channel for them. At that time (early 2023) we were planning a campaign for young women who want to do something with their best friends, so we quickly knew that TikTok had to be one of the paid media channels.

This is a great example of being aware of your demographic and understanding how to reach them.

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What types of content do you typically create or promote on TikTok to engage your audience and generate revenue?

We typically use short videos from recent studio sessions to help us showcase our real experience and we added trending songs to help us with organic relevance.

Gathering content during your classes and events is a great way to showcase exactly what you have to offer and put your best foot forward. Adding a trending song and relevant keywords to your description are additional boosters than can help your content be found.
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Could you share some examples of successful TikTok campaigns or strategies that have resulted in revenue growth for your business?

I'm using this channel much more as a brand or awareness goal while we get more data and better results to start including, as always on in our digital marketing plans, however, it is important to note that for three months since we started campaigning there, it's the channel with the most traffic users to the website with less than half the budget we use for other paid social media channels so maybe in the future if we start getting more budget for TikTok we will get fantastic revenue data.

Frida's had only been using the channel for a few months at the time we spoke and yet they were still able to note that TikTok brought them the most traffic to the website with half of the budget. If you were on the fence about TikTok before, you might be over the fence now.

How do you identify and target your ideal audience on TikTok to maximize the effectiveness of your revenue-driving efforts?

 First we create the concept of the campaign and based on that we start working to see who our target is and where they are in the digital world. After this I go directly to the platform to see the segmentation options for my target such as: interest, gender, age, etc. and with that information I can see the estimated reach that I will have in the campaign to see if it is worth spending our budget there.
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Are you leveraging influencer partnerships or collaborations on TikTok to boost your revenue? If so, how do you track the ROI of those collaborations?

No, we don't use influencer marketing on this channel yet.

While influencer marketing can be helpful, this partner shows that it isn’t necessary for success. 

What metrics or key performance indicators (KPIs) do you use to measure the success of your revenue-focused TikTok initiatives?

Considering that this was our first time running campaigns on TikTok, I decided to focus more on traffic metrics than sales for at least the first two months, because all platforms have a learning phase where they are understanding my ideal client and what is the best way to reach them so usually at this stage we don't get sales.

Gathering data and starting where you are is the foundation of understanding your metrics so you can put them to use later when you do measure sales revenue from your efforts. 

Are there any specific tools or analytics platforms you rely on to track and analyze the ROI of your TikTok activities?

Yes, we use analytics from Google to measure channel acquisitions plus we have the required question on Occasion, asking, "How did you hear about us?"

Using an information question in Occasion is a simple and effective  way to collect data from your customers.

Can you explain your process for attributing revenue generated from TikTok? How do you differentiate between revenue directly attributed to TikTok and revenue from other sources?

On Occasion, we install analytics tracks so we can see each channel's transactions and revenue there, and we also use parameters in our URLs for better tracking.

You can do this too in your Settings under Marketing Channels. It’s never too late to start tracking your successes. 

If you want to start incorporating TikTok into your own marketing strategy or simply up your TikTok game, here are a few things to keep in mind according to Forbes.

• Keep it short and sweet. Viewers on TikTok have a shorter attention span than other social media platforms, so your ad should be no longer than 15 seconds, or people are more likely to stop watching before it’s over.

• Use creative visuals. Since TikTok is all about videos, make sure your ad stands out with eye-catching visuals. This could mean using colorful graphics or funny animations. However you go about making your video, make sure it is interesting; ads perceived as “boring” are more likely to be skipped over by users.

• Use popular music. One of the most important parts of any TikTok video is the soundtrack. Choose a song that is popular on the platform and that matches your brand identity. Using outdated or unknown songs will likely turn off viewers.

• Avoid being too salesy. Unlike other social media platforms, viewers on TikTok are not expecting to see ads. Keep your ad lighthearted and fun, without being too pushy about your product or service.

While TikTok has a lot of big companies to compete with, keep in mind that it also has more than one billion users with varied interests you can appeal to, so don’t be afraid to give it a shot. Be authentic and consistent and the right users will find you. 

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