Is Tiktok the Ultimate Wing Man for Your Other Channels?
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Tiktok's Channel Influence.
No one marketing channel works alone. As consumers browse online, in store, out of home, they consume content in hundreds of different formats, placements and each interaction builds a picture of a brand or product in their mind without them even realising.
So when looking at diversifying channel mixes for brands, it’s not soley about driving revenue in platform. Its about the influence that channel could have on every other channel that is currently running.
If we are thinking about Tikotk as a TV like entertainment channel, we set it up so that success is not just ROAS but also the halo effect it is going to have on the rest of your strategy. User's browsing Tiktok will not always be in the mindset to shop but having visibility and entertaining them will have a long lasting impression and increase brand recall and trust when they see your ads elsewhere.
A series of smaller interactions across multiple channels is proven to drive incremental revenue. Tiktok as a visual, video first platform offers an opportunity as a strong introducer for your brand to new customers. And what do we mean by introducer? Its the very very first introduction of your brand to people who have never heard of you previously. They may then take more notice of your ads across Meta, because of that introduction, and convert via Google shopping when they become in the market for your product. Without that first introduction, the following actions would not take place.
When starting out on Tiktok, or any new channel really, it can be tempting to just look at your ROAS figures in platform and make a decision as to whether it’s effective. But the key is to take a step back. Have your other channels improved because of the introduction of Tiktok? If you have an attribution solution that allows you a view on 1st click or channel influence on conversions (like assisted conversions in GA), these are the metrics you need to be diving into alongside your usual money metrics.
Just because you can’t see lots of revenue in Tiktok analytics doesn’t necessarily mean the channel is not working.
Testing on Tiktok.
Our advice to brands looking to explore Tiktok is just to relentlessly test. Make sure you have Tiktok tailored creative to give you the best chance of success and then test and optimise in platform. Look at the performance of your other channels after you've switched the on button on your Tiktok campaign and see whether they start performing more efficiently.
As with any test, keep your variables to a minimum so you can pinpoint the cause and effect of different trends and make rational decisions based on data. You might find that the piece of content you personally like the least, does the best as driving traffic through to your site.
For one brand we've seen the best performing creative of Tiktok simply be street interviews of the general public trying to pronounce the brand name. No mention of product or price at all. Think outside of the box and get creative!
