Using data-driven marketing techniques is the best way to grow your business. And with new platforms constantly popping up, being able to reuse your creative by scaling cross channels is one of the best ways to amplify your brand. The first step in marketing is to find a winning piece of content. This is your data-driven creative that you’ve worked so hard to find. Now that you have your winning concept, you can’t just stop. You have to scale to new audiences, or new channels, and add volume to support scale and fight diminishing returns. So, how do you do this? It’s time to leverage other platforms outside of Facebook. It’s time to explore advertising on TikTok, Quora, and Snapchat.
If you have an ad on Facebook that you went through the creative testing process with, and it’s performing successfully, there’s no reason that an ad using similar creative can’t succeed on another channel. Trying to create winning marketing creative can be burdensome and tiring, which can overload your marketing efforts completely. Instead, what we recommend at Ladder is using that creative and scaling cross channels to amplify your performance. Basically, you take a similar creative that you’ve already tested and use it on multiple platforms, saving you time and money while also allowing your data-driven marketing creative to be seen by a new audience. However, people going on Facebook and TikTok are in different frames of mind. The most important thing to do is adapt your creative based on how people behave on those channels.
TikTok has only grown in popularity. What started out as an app solely for “young people” has now transformed into a growing social network that people of all ages use. And, TikTok is using that to its advantage. Advertising on TikTok has only become more popular as TikTok has begun to monetize their platform with ads every few videos. But, advertising on TikTok is a bit more expensive than it is on Facebook. While you can control the amount of money you spend on Facebook, TikTok’s advertising cost starts at about $10 per CPM.
With this higher cost, is advertising on TikTok really worth the money? On TikTok, people are much more prone to impulse purchases. There is much more engagement on viral videos because things stand out. It’s creative, it’s fun, and people love scrolling through the videos. Generally speaking, advertising on TikTok is extremely effective. Whether you’re using influencer marketing or paying for TikTok ads, if you combine your already-winning creative that you’ve used on other platforms and add it to TikTok, you’re bound to see success.
When it comes time to advertise on TikTok, it’s obviously a lot different than Facebook. So while you can use similar marketing tactics, there are a few things you should keep in mind when advertising specifically on this platform.
TikTok is all about going viral. Whether you’re paying for ads or just uploading your video to a business account, you want to think about your creative in terms of going viral. TikTok is an impulse-driven platform. People on TikTok are more prone to share things that are trending and creative. Try and create a hook that not only captures people but also makes them want to share it. Follow trends, use trending sounds, and don’t be afraid to think outside the box. The best businesses on TikTok are doing this. Some examples include Ryanair, The Washington Post, and even The Discovery Channel.
Next, you have to be authentic. If you’re using influencers or doing UGC-style ads, make sure the reviews are authentic. Some really great B2C companies that have used UGC to their benefit are Gymshark and Shein. But, UGC ads aren’t just for B2C businesses. If you’re a B2B business looking to harness the power of UGC, you can have your executive team, yourself, and other employees create similar influencer-style ads as well.
Whether you’re paying for ads or not, you should always have a healthy TikTok profile. When one video eventually goes viral, you’ll have many people coming to watch your other videos as well. Make sure you build out your profile and include other videos other than the creative you’re repurposing.
People who go on Quora are looking for specific knowledge. This isn’t just another search engine or Google app. We like to say that people are going down a sort of “rabbit hole” when it comes to Quora. Because of this, advertising on Quora can be extremely beneficial, but also, very affordable. If you’re a B2B business, advertising on Quora is definitely worth it.
Because people on Quora are starting out more knowledgeable than those on Google, the best way to market your data-driven creative is to grab the facts you shared on other platforms and make them inherently more interesting. Deliver your ad in a way that is presenting new, bite-sized information by using numbers and data. You have to be sure to capture their thirst for knowledge without looking like an encyclopedia.
Finally, let’s get into Snapchat. 95% of Snapchat users say the app makes them feel happy. This is more than other social media platforms. And when people feel happy, they’re ready to take action. You can end up selling more and reaching a better audience. Snapchat also allows you to have a low daily minimum spend of just $5 a day, making it one of the more affordable platforms to advertise on.
When advertising on Snapchat, there are a few things to keep in mind.
As much as we want to sell our business, Snapchat users don’t want to be sold in the traditional way. They want to smile when they see your ad. It has to be fun, cool, and interesting. Show how you’re going to solve the problem that you originally showed in your ad creative.
Snapchat comes with tons of AR lenses and fun filters. How can you use them to your advantage? Try incorporating some into your ad, which can give you the upper hand. This platform has massive potential to scale.
Not sure where to begin with marketing? You're not alone! That's why Ladder is here to help. Contact us today so we can help you grow your business, increase leads and sales, and showcase a seamless brand through data-driven creative marketing.
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