Influencer Marketing and DOOH - A Powerful Duo For Driving Sales
What is DOOH?
What are the benefits of DOOH?
Combining influencer marketing with DOOH to maximise impact
System 1 and 2 thinking in retail environments
Creating Effective E-Commerce Landing Pages For Social Media
Put Critical Information Above The Fold
Create Social Ad / Landing Page Congruence
Where possible, you want your landing page to match the expectations of the potential customer when they click your ad. From an ad creative perspective, your social media ads need to accurately reflect your brand through the use of brand colours, brand fonts and the influencers you choose to work with. Then the landing page needs to be aligned with the messaging of your ads.
Hypothetically if your ads are promoting a Black Friday discount, but there is no mention of a Black Friday offer on the landing page this will cause confusion. Equally, if you are promoting a collagen supplement which is designed to promote hair growth, but your landing page highlights a different USP e.g. strong nails it could confuse a potential customer. However, it’s also important to test multiple angles in ads too.
Therefore, for ecommerce brands there are two main solutions. The first option is to prioritise your brand or products USPs on the landing page. To decide the order you can analyse the CTR and CVR of your top performing ads to understand which angles are most appealing to potential customers. The second option is to create identical landing pages with different headlines depending on the ad creative angles.
Leverage Cognitive Bias
Explore In-App E-Commerce Solutions
How To Create Ad Angles Which Convert Customers
Ad angles are an extremely important part of the ad creation process. To convert general consumers into actual customers your brand needs to be able to identify the most effective angles. This can be done through following this four step process which can work for any product or service based business.
Step One: Find out how people actually use your product or service
As a brand owner or brand marketer it can be easy to be consumed by the functional and emotional benefits that you believe make your product unique. In reality, the reason why people buy a particular brand’s product or service can come down to a variety of factors largely outside of your control.
Have you heard of Robert Augustus Chesebrough? Probably not. But you will definitely know about petroleum jelly – the product that Robert invented and marketed as Vaseline. When Robert first started marketing Vaseline in the 1800s, the product was exclusively promoted as a product for burns and cuts. Fast forward to the 1900s, the product was being used by the Black community in both the UK and US as a moisturiser. And, in 2022 ‘slugging’ using Vaseline went viral on TikTok – causing a spike in search demand and sales.
A good marketer could explore angles based Vaseline’s functional benefits, or the legacy of the brand. A great marketer could leverage the fact that millions of Gen Z and Millennial skincare fanatics have organically decided how and where the brand fits within their world today.
Not every brand can go viral prompting hundreds and thousands of comments, articles and debate. But through social listening, customer surveys, focus groups, and quantitative data analysis you can find out how people really use your product or service. For product based businesses – especially, the responses could be astounding.
Step Two: Review your brands competitive advantage
Once you know how people actually use your product or service, you can take a step back to evaluate your brand’s competitive advantage. What does your brand do, offer or provide that gives it the edge in your competitor set. Your brand could be the cheapest, the most widely available, the most effective, or help a customer make a statement. Whatever your brand’s advantages could be, be sure to write them all down in one place.
Once you have collated all of your brands competitive advantages in one place, start to play devil’s advocate – with yourself. For example, if you believe your competitive advantage is price, which of your competitors would say that their competitive advantage is also price? Is this something that they lead with in the messaging, or does it only become apparent on the landing page? In other words, is it explicit or implicit.
Repeat the process for each key benefit and make a note of all of the competitor brands that you can think of.
Step Three: Analyse the ads of your competitors
One of the best parts about social media advertising and influencer marketing is that almost every ad is available for you to see. There are several free ways to find out what ad angles your competitors are using:
Meta Ad Library
Meta Ad Library allows advertisers to see any ads that their competitors are running on Facebook and Instagram.
For the majority of influencer campaigns on TikTok and Instagram the influencer will be required to use a branded hashtag to promote the product or service. If you click the hashtag you will be directed to a ‘tag’ page where you can see all of the content that has ever been created using that hashtag. Analyse the words used, the framing and the storytelling for inspiration, and make a mental note of the ads which you think are the strongest.
TikTok Creative Centre
The TikTok Creative Centre will allow you to see top ads by brands. Unlike Meta Ad Library, with TikToks Ad Creative Centre you can gain an insight into vital performance metrics like CTR and Interactive time analysis to see which frames drive the most clicks. You can also filter by country and vertical. However, you can only see ads by paid media specialists who have given consent for this data to be shared.
Step Four: Start creating new ad angles
Now that you know what people say about your brand, what you want to say about your brand, and what competitors say about their brand, you can finally start creating ad angles!
Firstly, create a matrix of all of the points that you want to use for testing. Remember, with each ad, we’re trying to appeal to one type of consumer. It could be the price conscious consumer who wants the best deal, or the time-poor workaholic who prioritises efficiency. Either way, it’s important to never lose sight of who it is that you’re speaking to.
Secondly, write a creative brief for either the influencer or your video editor/designer. Try to be as specific as possible in your brief and where possible include examples from other influencers for brands to ensure that there can be no room for doubt. This is where the competitor research comes in handy!
Thirdly, create at least 2-3 iterations of each angle. This is particularly important when working with influencers and no two influencers will create the same video even where they are given identical briefs. It’s also largely impossible to predict exactly which ad will perform best until you have the performance data.
From this point onwards it’s simply a case of bringing each advert to life, and measuring performance.
Google Perspectives & The Future of Influencer Marketing
What Is Generative AI?
In a nutshell, Generative AI is a model which enables Google Search to pull in various sources of data to provide a 360 response to a search query. For example if you were to Google search “Is Dubai a good holiday destination in July?” Google could return a series of articles from travel bloggers, featured snippets from high DA websites, and images taken in July from previous years. This would allow a user to understand that whilst Dubai is a good destination in July, average highs of 41° may make it unbearable for most. This additional context is invaluable!
What is Google Perspectives?
To complement Generative AI technology, Google has also introduced ‘Perspectives’. This new tool will promote video content images and images from social media, and posts from discussion boards and forums. All of this information will be accessible from within the search results.
Why has Google Introduced Perspectives?
What does Google Perspectives mean for influencer marketers?
For influencers marketers, Google Perspectives presents a new opportunity to capitalise on the shift in search behaviour. Until now, influencer marketing has largely been seen as a discipline limited to social media. However, from this point onwards, influencer marketing will start to be seen as a key factor in any user’s journey to the checkout. For a long time, influencer marketers have understood the effectiveness of peer to peer recommendations and the power of real human interaction, and now the rest of the industry will start to take note.
How can influencer marketers use Google Perspectives?
To maximise the benefits of Google Perspectives, influencer marketers need to be able to control, guide, and shape what exactly is being said about their brand on social media. The most effective way to do this is to critically analyse your brand:
1) Does your brand have a genuinely good product or service?
2) Does your brand have a clear point of difference?
3) Does your brand charge a fair price?
4) Does your customer service actually leave customers satisfied?
The reason for this, is because it’s likely that Google may prioritise 100% organic content over content with ad disclosure e.g. gifted, ad, advertisement. This would seem like a logical step for Google to take to ensure that all of the results returned are completely authentic. Therefore if all of the organic content about your brand is negative, but all of your organic content is negative, this could be recognised by the algorithm. However if several influencers are saying this same thing through paid ad content, and there’s a bank of organic content to endorse this view, or the brand has strong equity across hundreds of other ranking signals, it is likely to appear in Perspectives.
Will TikTok SEO improve my ranking potential in Google Perspectives?
At this stage it’s impossible to say that a video which ranks highly for organic search terms on TikTok, will rank highly for similar queries on Google. However, based on everything we know about TikTok SEO, Google SEO, and the similarities between the two, it is highly likely. At Fayrli, we have been trying to ensure our clients rank for the keywords relevant for their brand, as we know that occupying a premium position in TikTok search can be invaluable. As with any form of social media, or search engine, as a market matures so too does the competition. Here’s an example for one of our education clients:
How can content creators benefit from Google Perspectives?
For content creators, Google Perspectives is a fantastic way to reach new fans who may not consume social media content regularly. For content creators, the focus should be on creating content that is engaging, authentic and relevant. Making content engaging comes down to analysing past posts, and spending time understanding what type of content works well in any chosen vertical. Authenticity comes down to understanding who you are and what you stand for. Relevant content, on the other hand, is more of a science. For any content creator, we recommend splitting your relevant content into two buckets – timeless, and timely.
Timeless content is advice based content which will never become redundant. This type of content is typically related to a specific problem. For example content around a question like “How do I know if my crush likes me?” would always have a long-term appeal, because this is a problem that almost everyone has experienced at one point in their life.
On the other hand, timely content is content which may be seasonal, for example a swimwear haul in the summer. For seasonal trends there are various free tools which content creators can use such as Google Trends. But there’s nothing like good old fashioned manual research. Luckily on platforms like TikTok, the algorithm will actively show you products, services, and content which is trending in your chosen niche to make life easy.
Will Google Perspectives benefit content creators and influencers?
Google Perspectives will be transformative for content creators – particularly those with a diversified range of social media profiles. Perspectives will highlight long-form videos, images, and written posts from discussion boards, Q&A sites, and social media platforms in search results. This means that it’s probably time to find your WordPress logins and get to work!
No, but seriously, investing in creating content across all formats – word, static image, and video will be extremely important in the next 3-5 years. Although video seems likely to be the most important, it’s worth noting that videos can be viewed entirely within Search, whereas long-form content has to be clicked to be fully consumed. Therefore, whilst video may be more effective at helping your content be seen by a wider variety of people, long form content is where you are likely to see a greater volume of clicks, and therefore an increase in traffic and affiliate revenue.
TikTok SEO: 5 Ways To Make Your Videos Show Up in Search
What is TikTok SEO?
TikTok SEO is a method of optimising videos to ensure you appear at the top of the search results within the app. Several factors can increase the likelihood of a video ranking well organically such as keywords and hashtags.
Will TikTok replace Google?
Almost 40% of Gen Z use TikTok on Instagram for Search instead of Google. It can be an easy way to get recommendations for where to eat, what to buy, and where to go. The answers are instantaneous and most importantly – visual. However, TikTok will not replace Google. Google is still the number one Search Engine for the world, and currently, there is still no match for Google when it comes to more complex search queries.
5 ways to do TikTok SEO
Step 1: Define your audience
The first step is to define your audience. It’s important to understand who you are trying to reach with your content. What do they look like? What are their interests? What are their pain points? The more you can understand about your audience, the better your content will be as you could tailor the structure, the format, and the narrative towards their needs or wants.
Step 2: Conduct keyword research
TikTok has a recommendation system which determines which videos should appear on the For You page. From what we see with our clients, all of these factors also contribute to the search results on the app too. In no particular order, the following are taken into account by TikTok’s algorithm:
1) User interaction e.g. likes and shares
2) Device and account settings e.g. language preferences
3) Video information e.g. hashtags and keywords
For the purposes of this article, we will solely focus on the latter – hashtags and keywords. By adopting a strategic approach to the way captions are developed you will be able to help your videos rank in search.
Using a SEO tool like SEMRush or Ahrefs, you will be able to research search terms that are being searched for on Google to gain an understanding of the search volume. When looking for keywords choose a combination of general keywords, medium tail keywords and low tail keywords for users far along their purchase journey. Then search each keyword in TikTok’s search bar to see what type of content is ranking organically for the keyword. If we use “Running Shoes” as an example, the word “Running Shoes” is a high volume general keyword in SEMRush. When we search “Running Shoes” in the TikTok search bar, it’s clear that the algorithm prioritises videos aimed at beginners looking for their first pair of shoes. With this in mind, rather than trying to rank for “Running Shoes”, it would be better to try to rank for a medium tail variant like “Running Shoes For Beginners”.
In addition to using Google Search tools, you can also use Search Listening within TikTok to see what people are searching around for specific phrases. TikTok will automatically auto-populate the search bar with the most popular keywords related to your query. Look through what it shows you, and select any keywords that align with your brand.
Step 3: Research your competitors
Search the keyword you want to rank for on TikTok:
1) Review all of the videos rank organically
2) Filter by like count – have the rankings changed?
3) Filter by view count – is there a difference?
Make notes of what is working for the most popular content. This content is directly related to the query that you want to rank for. Therefore, understanding what exactly works well and identifying why is key. More often than not, what sets the top performing videos apart is the hook in the first 3 seconds, and the relatability of the content creator which appears in the video. This leads us nicely onto Step 4…
Step 4: Identify suitable influencers
To rank organically in search you don’t need to work with influencers who have the biggest following. We’ve helped brands rank in position 1, by partnering with creators who have less than 20,000 TikTok followers. However, the influencers you select need to be suitable. Suitability can be determined by a variety of factors including their subject expertise (comparable to E-A-T), their personality, their content style, and their engagement levels.
However, the most important thing to remember is that you should be guided by your research, not your preferences. As a brand, it’s easy to have a very strict notion of who should be representing your brand – in terms of looks, age or personality. On TikTok in particular a narrow view can be detrimental. Therefore, remaining unbiased in your assessment of an influencer is vital.
Rather than working with one influencer and hoping to get lucky, collaborate with several influencers. Test several different captions, and hashtags until you’re able to find a combination which works. This is what we did successfully for one of our clients who rank in position 1 for the keywords “Coding Bootcamp” and “Tech Bootcamp”.
Step 5: Analyse the reception
In our experience, a video is more likely to rank if the engagement is overwhelmingly positive. Contentious videos may get higher levels of comments, but as some of these comments can be negative, critical, or down-voted, it seems like these actions devalue the content in TikTok’s ranking algorithm. Therefore it’s important to monitor the reception of each video. This is fairly easy to do when the video is entirely organic. But if you plan to turn the video into a Spark Ad, it’s worth monitoring the comments closely and removing any negative comments – especially if they are repeated constantly about the creator.
On a positive note, the comments section of a video can be an invaluable tool for gaining additional insight into new queries. On Google 15% of Searches have never been seen before. This means that getting real time insight to customer queries and concerns can add an additional layer of insight to your content strategy and provide inspiration for future videos. For example, as part of a more long term collaboration, the same influencer could “respond” to the question with an answer video.
Things to avoid when doing TikTok SEO
This article has suggested a lot of “Do’s”, but there are two things you should absolutely avoid when doing TikTok SEO. The first is duplicate content. The second is creating content that could be considered spam. The principle behind creating great content on TikTok, are no different to the principles behind creating great content on Google. Above all else, the user experience needs to come first. Therefore, it’s important to make sure that your content is valuable, entertaining or insightful. A combination of the three is the sweet spot!