How These Three Companies Use TikTok for B2B Marketing

B2B Marketing Proposal

Is your B2B brand on TikTok? If the answer is no, you might’ve read that question and thought “No, our target audience is not using TikTok so why would we be”, or,  “Isn’t TikTok mainly used by Gen-zs or Millennials”. If any of these thoughts crossed your mind, keep reading, because it may surprise you how Tuff partners use TikTok for B2B marketing.

Oftentimes, when we’re working with B2B brands, they think the best social ads channel for their business is either LinkedIn or Facebook. Historically, yes, these have been two of the top-performing social channels for B2B advertising, but the times are changing and the way B2B brands are advertising on social media is too. Within the past year, TikTok ads have become a large portion of Tuff partners’ paid social budgets across all different types of industries, and many of our B2B partners are now joining in on the buzz. 

It’s not just Gen-z on TikTok

Did you know that only half of the users on TikTok are below the age of 30? According to Statista’s 2022 TikTok demographic stats, 41% of all TikTok users are between the ages of 30-49 and 11% of users are 50+.  

TikTok percentages for age demographics

TikTok has become a popular platform where people go to unwind for the day or get a laugh during their lunch break which makes it the perfect place to connect with your audience in a creative way. 

Think about it, how often do you log into LinkedIn on the weekends or when you’re unplugged from work? 

TikTok is a different experience. A lot of our B2B partners at Tuff are discovering that TikTok is where their audience is spending a majority of their free time when they’re not working, often times even more than Facebook. 

How we approach B2B TikTok campaigns at Tuff

As a growth marketing agency, before we launch ads on any new channel for our partners, the first thing we’ll do is a channel deep dive on the audience targeting options to make sure we’re able to reach their audience on that platform. 

On TikTok, you can target users by location, gender, age, languages, interests (including industry interests like ecomm, education, financial services, etc.), video interactions, creator interactions and hashtag interactions. 

Once we’ve built out the target audiences, we’ll look into how we can reach these users and convert them into a lead and/or customer. There are two approaches to lead generation through TikTok ads. 

  1. Option one: You can set up a campaign using TikTok’s native lead gen objective which will populate a form within the platform with custom fields for the user to fill out once they click on the ad 
  2. Option two: You can set up a conversion campaign and send the user to your website and optimize for users to submit a lead gen form on your site. 

Once we launch campaigns, we’ll monitor the lead quality to see how the MQLs and SQLs compare to the more traditional B2B social ads channels like Facebook and Instagram. 

How Teachable is using TikTok to acquire new leads

We recently launched a TikTok campaign for our partner Teachable –– a platform that allows individual creators with an array of skills and talents to create courses and sell them so that they can teach others to do what they do. So naturally, we wanted to go after an audience that aligned with Teachable’s product––people that are likely to have hobbies and talents that they’d want to teach courses on.  So we brainstormed different interests and hobbies that we see courses being created from across the web, and we matched those up to interests available in TikTok. After some hashtag research to find effective hashtags, we combined them all into one Interest and Hashtag campaign. 

After we settled on the audience, we researched which TikTok optimization event would help us best accomplish our goal. Looking at the standard events for TikTok we saw quite a few options that could help us target people at different stages of the user funnel, but ultimately our goal was to get users to sign up for a free trial though, so we settled on complete registration, which tracks when users create an account on the Teachable website. 

Even though this campaign was going to be for a B2B audience, we didn’t want the creative to be too corporate-y and abandon the fun nature of TikTok videos. We recognized that TikTok as a platform responds well to ads that look and feel native, and we know that even though we’re targeitng a B2B audience, it’s still people on the other end. So we just needed creative that would appeal to actual people who would want to use Teachable to sell courses.

The result was an array of creative options that ranged from motion graphics to UGC. After running them for a week, we quickly saw that we had made the right decision. Our CAC numbers outperformed Facebook, and our CTR was incredible. We had two separate campaigns and our contest campaign outperformed our evergreen campaign by a pretty significant margin–– likely because it leveraged better offers and incentives than the evergreen campaign did.

 

Channel CAC  CTR
TikTok $21.63 1.45%
Facebook $37.19 .58%

 

Now that we know TikTok ads work for our B2B partner Teachable, we’ve continued to experiment with new creative and audience targeting, but one thing is salient for us: Treat the people on TikTok like real people. Address their concerns, show them the benefits, grab their attention, and they’ll convert just like a B2C user would. It just might take a bit longer.

How Thnks is using TikTok to acquire new leads

For our partners Thnks we knew it wasn’t going to go be as easy to jump right in and drive quality conversions. Due to this, we took a two-pronged approach to work our way into a conversion-based campaign getting potential customers to sign up for a demo using TikTok for B2B marketing. 

Our first phase was prospecting to find out exactly what audiences and creative resonated best with potential customers. For this campaign we used the Traffic objective optimization toward a view content event that fires every time someone lands on the TikTok specific landing page. 

Replicating where we have seen success on other social platforms we structured our campaign to target three main interest based audiences:

Business Growth:

Targeting options for Business Growth

Sales:

Targeting for Sales

HR:

HR Targeting options on TiktTok

Our second phase of this campaign will be to evaluate key metrics of our prospecting campaign and determine what audiences and creative will get carried over to a conversion-based campaign. With phase one of this test being a prospecting traffic campaign we looked specifically at metrics like clicks to the site, CPC, CTR and CPM. Compared to Facebook our initial findings are that CPC was 84% cheaper than Facebook and CPMs compared to Facebook were 1/4th of the cost.

Something that gets overlooked in the prospecting phase of campaigns is the data the pixel is collecting and how to leverage it. By running a traffic campaign to start, not only are you able to drive a large amount of traffic to your site, you are also able to collect valuable data through the pixel to further target those potential customers in the conversion phase of your campaign. In addition to carrying over the top performing interested based audiences. We will also be able to build out custom pixel based audiences based on users interactions with our ads and landing page. For this client we will be building out two custom pixel based audiences to retarget potential customers. One going after anyone who has visited our specific landing page in the last 90 days and has not taken any actions. The other being anyone who has watched 50% of our ad, and not taken any action to the site. These both are great ways to re-engage potential customers and get them to take action!

How B2B Brand Visory is using TikTok to acquire new leads

For our B2B partner Visory, we did some initial research on potential audiences on TikTok and found some interest targeting options that would allow us to reach their target audience. We kicked off our campaign by identifying two main interest based audiences that we have seen perform well on other social platforms, like Facebook and LinkedIn. 

Broad interests around money management and bookkeeping:

eCommerce specific interests:

eCommerce Targeting Breakdown

One thing we’ve learned about targeting on TikTok is that broader is usually better (for prospecting or retargeting campaigns). The reason we separated these out was because they were roughly the same size + eCommerce (alone) has been a top performing audience for us in the past.

Prior to considering TikTok for Visory, we were able to test out some user-generated content on our other social platforms, which allowed us to determine what resonates most with Visory’s B2B audience and then repurpose the top performing creative for TikTok. Creative is SO crucial on any social platform but specifically on TikTok. If you want to dive deeper into the creative world, here is an additional resource: The 5 Main Components of Effective TikTok Ad Creative.

We knew that TikTok was going to be more of a top of funnel channel for Visory (similar to how we’ve viewed Facebook), so we’ve been optimzinig our campaigns for traffic to the site. To measure success, we are looking at clicks to the site, CTR, CPC and site engagement in Google Analytics. The result? Compared to Facebook, we have seen comparable CTRs but lower CPCs. Looking in GA, we’ve seen time on site as high as 00:06:25! While we have yet to see any last-click conversions from this site, we’ve learned that more traffic to the site historically results in more conversions over time. 

Conclusion

TikTok ads are becoming very popular among B2B brands and it’s an effective & cost-efficient way to reach your target audience in a creative way. If you’re ready to see how TikTok Ads can work for your business, give us a shout!

two women scrolling on TikTok

TikTok Ads for Startups: How Multiverse Drives Quality Conversions at Scale (with a CPA lower than any other channel)

two women scrolling on TikTok

When it comes to driving more traffic and applications online with growth marketing, the big challenge is how to scale and which marketing channels will help you grow fastest. With limited time, money, and people, you can’t afford to waste it on strategies and tactics that are sub-optimal. 

When we first partnered with Multiverse (a start-up company that provides an outstanding alternative to college through corporate training and professional apprenticeships) as their startup marketing agency, we wanted to test different campaigns with clear metrics to figure out which ones work and then focus on scaling those channels.

In this post, I’m going to focus in our our paid social strategy, with a focus on a deep dive on TikTok ads. We’ll look at why we selected TiKTok ads, the campaign structure, the best performing creative assets, and the results compared to other channels in our mix. (Spoiler: TikTok generated 3x times more applications than Instagram with a 52% lower CPA.) 

Diversified Channel Mix 

In our growth marketing strategy for Multiverse, we prioritized testing campaigns with social ads and PPC. 

For social ads, we focused on Instagram as the primary channel where we allocated 67% of our total budget and then we dedicated a portion of the total budget (33%) to testing other social ad channels. With the Multiverse target audience being between the ages of 18-26, we were super eager to test TikTok to see if this channel would be effective in driving applications and if effective, if it would be scalable. 

Clearly Defined CPA Targets and Goals 

Our goal for Multiverse was to prioritize high-impact growth campaigns to quickly drive key learnings, then invest in additional campaigns to scale up on what works. Since Multiverse didn’t have a ton of historical data in the US for us to learn from, we did some research on competitors and the average costs for TikTok ads and Instagram ads to come up with our KPI goals. 

Instagram KPI goals (for the first month): 

  • Cost-per-click: $3.00
  • Cost-per-application (CPA): $65

TikTok KPI goals (for the first month): 

  • Cost-per-click: $2.00 
  • Cost-per-application (CPA): $80 

Identifying the Target Audience & Funnel Stage 

When launching campaigns for a new partner, our social ads team at Tuff will put together an audience targeting strategy for each stage of the audience funnel. However, since we were starting from scratch and building campaigns on new platforms for Multiverse, we knew we needed to focus on the top of funnel audiences since we haven’t built up the brand recognition or audience size to retarget users based on previous ad interactions through bottom-funnel audiences. 

For TikTok, our primary focus was targeting a large, top of funnel audience that we could then educate and convert to applicants through our video creative. 

A Campaign Structure for Scale 

For Multiverse’s US paid acquisition, we were focused on six markets, including New York City, San Francisco, Seattle, Atlanta, Phoenix and Boston. We knew we needed to drive as many applicants on TikTok as possible in each market, so we set up a prospecting campaign for each location, that way we could control the budget at the campaign level based on demand needs per market. 

Within each campaign, we wanted to test two different audiences on TikTok: 

  1. A broad audience with no interest targeting, ages 18-26 
  2. Education or motivation interest targeting, ages 18-26

After a few weeks of testing, we saw that the broad targeting was outperforming our interest-based targeting with a lower cost per application. Compared to other social ad platforms,  the TikTok algorithm is extremely accurate in serving your ads to your target audience (just think about how it perfectly curates a For You Page that’s specific to each TikTok users’ interest). So removing the interest targeting allowed us to widen our audience pool and let TikTok do the work of finding the users who were likely to apply for a Multiverse application based on the algorithm data.  

High-Peforming TiKTok Ad Creative 

When it comes to TikTok creative, videos that feature trending and relevant content are the key to success (check out our tips for creating trending video content). For Multiverse, we wanted to move QUICK, which meant that we needed to develop 3-5 TikTok videos fast to be able to launch on TikTok. 

For the creative, we wanted to lean into the Multiverse value props to educate our top-of-funnel audiences about Multiverse in a fun, trending and captivating way. 

Check ‘em out!

  1. Job without degree
  2. College vs. Apprenticeship 
  3. Student Loan Stress

Results

So how did these TikTok campaigns perform? The short answer: we far surpassed our goals for applications and cost-per-application which allowed us to scale the monthly budget on this channel by 5x. 

  • Average cost-per-click (CPC): $0.47
  • Applications: 357
  • Average cost-per-application (CPA): $16.77

But how does this compare to the other paid channels (like Instagram)?

Channel CPC Applications CPA
TikTok $0.47 357 $16.77
Instagram $2.24 164 $34.71

TikTok generated 3x times more applications than Instagram with a 52% lower CPA. 

For Multiverse, we measure apprenticeship applications based on last-click attribution in Google Analytics, so while these results far exceeded our expectations, we also wanted to see how our campaigns have helped increase non-last click conversions. 

Since launching TikTok ads, we’ve seen a 110% increase in Multiverse Google Search branded conversions in the US. 🚀

Based on these learnings, we’ve continued to scale our TikTok campaigns and have found it to be the most cost-efficient paid channel driving the lowest CPA for Multiverse in both the US and UK. 

Are you interested in launching TikTok ads to help grow your business? Let’s chat! 

tiktok on mobile

How Much Do TikTok Ads Cost?

tiktok on mobile

Are you ready to explore advertising on a social ads platform outside of Facebook and Instagram? Now is the time for your company to test out TikTok, one of the fastest-growing social channels in the game. Two months ago, TikTok hit a major milestone in which the platform reported that it now has 1 billion active users on the app making it the 7th most used social ads platform.

However, there are a few things to consider when thinking about advertising on TikTok. First and foremost, it’s important to know if your target audience is even on the platform and if they are, if you’ll be able to successfully target them. Another important component of TikTok ads is creative. For this platform, having engaging video content is imperative for a successful campaign. 

As a TikTok Ads Agency, we start by asking yourself the following questions: 

  1. Does your target audience skew toward younger adults? 
  2. Do you have a robust library of short-form, great, and effective videos?
  3. Do you have a large, broad audience that you can reach with broad targeting? 

If you’ve checked all of the boxes to the questions above then you’re ready to start building your first TikTok campaign. In this article, we’re breaking down what it takes to run a successful ad campaign on TikTok and how TikTok ads compare in costs to other social ad platforms. 

TikTok Ads: Is It Worth It? 

Before you start thinking about an advertising budget for TikTok, you might wonder if TikTok is even worth testing. While TikTok might be known for its virality and trends from organic videos, its advertising opportunities have been proven extremely beneficial for companies in almost every industry, especially eCommerce. 

At Tuff, we’ve tested TikTok campaigns with a wide range of our partners, some in the eCommerce space and even some in the higher educations space. (Check out How we achieved a 12x ROAS on TikTok with $7K in ad spend for our client Sabio––an online coding bootcamp!) If you’re able to find pockets of success on TikTok, it’s a very scalable channel that can help bring in more revenue for your business.

How Do TikTok Ads Work? 

TikTok ads are less obvious to spot to the average user since they come off in a more organic nature compared to other channels like Facebook and Instagram. As typical with online advertising, TikTok Ads cost different amounts and exist in different forms. A user can view your ad in different places, which impacts the costs of your ad. If you decide to advertise on this platform, you can choose between a variety of different ways to run your self-serve newsfeed ads including Image ads, Video ads, Spark Ads, or Collection Ads which will determine where your ad is placed. 

Image Ads

Image ads run through TikTok’s newsfeed umbrella apps (BuzzVideo, TopBuzz, and Babe) and will include an image, brand or app name, and ad text.

Video Ads

Video ads will run through the platform’s newsfeed and/or the newsfeed of apps that fall under TikTok’s umbrella (again BuzzVideo, TopBuzz, and Babe). These are the most common type of format for self-serve ads as they will show up in your target audiences’ FYP (for you page). Video ads can be 5-60 seconds and can include a video, display image, brand name and ad text. 

Spark Ads

Spark ads is a newer feature that allows you to use a code and run the ad directly from your TikTok page or a partner/content creators’ page. This type of format is very similar to boosting a Facebook/Instagram post.

At Tuff, we’ve seen a lot of success with spark ads. For a few of our partners, we’ve run spark ads through a content creator or influencers page using the spark ad code and we’ve seen a significantly higher CTR, engagement rate and lower CPA. For example, in the table below, you can see a much better performance on TikTok once we started running spark ads in August vs when we were running regular video ads in April. 

Collection Ads

When using collection ads, someone taps an interactive element of your ad and it will lead to an Instant Gallery Page, where visitors can browse a curated gallery of product cards. You can either handpick the products to feature in your Instant Gallery Page or let TikTok Ads Manager dynamically display the most relevant products for each visitor. From the Instant Gallery Page, people can browse your catalog of products and then head to your website to complete their purchase journey.

How much do TikTok ads cost? 

Similar to other social ad platforms, you can customize the amount you spend and bid on ads. This means that TikTok ads cost different amounts from campaign to campaign. Typically, advertisers on TikTok pay a median price of $1.00 for every click and a CPM (cost per 1,000 impressions) of $6.06. Keep in mind that this number is generated through a blended analysis of all advertisers, so this cost is not the case for every business. TikTok requires a minimum budget of $50/day at the campaign level and $20/day at the ad group level. However, there are four components that heavily impact the costs of your TikTok ads including your campaign objective, audience segmentation, budget & bid amount and CTR.

Campaign Objective 

Choosing the right objective is really important when setting up ad campaigns on TikTok. TikTok recommends starting by choosing an objective that will get at least 50 events during the first 7 days, which will allow TikTok to have enough data to get your ad out of the learning phase. Similar to other platforms, you will see lower CPCs and CPMs when optimizing for an objective that’s higher in the funnel (traffic, page view) vs. optimizing for a lower-funnel event (Checkout, complete payment), but the CVR will be higher when optimizing for the lower-funnel events.

Audience Segmentation 

TikTok’s algorithm is one of the best out there, so most of the time you’ll see lower costs when your audience is large and broad. In fact, TikTok recommends consolidating your audiences as much as possible and either putting all of your interests into one audience or running the ad group with no interest targeting and letting the TikTok algorithm do its thing and serve the ad to the user who will likely take the action you’re optimizing for. 

However, for some companies, audience segmentation is important and they need to focus in on a specific niche (EX: age or location parameters). If this is the case, you can expect to see a little bit higher of CPCs and CPMs than campaigns targeting large, broad audiences.

Budget & Bid Amount 

TikTok allows you to set a daily or lifetime budget at both the campaign level and the ad group level. When setting the budget at the ad group level, you can either use a cost cap or the lowest-cost bid. The cost cap will ensure that you will never pay higher than your bid amount for the particular action you’re optimizing for. However, if the cost cap is too low for the conversion cost, you might not spend your daily or lifetime ad budget. 

CTR & Creative

Last but not least, the most important factor to achieving low costs on TikTok is the ad creative. While TikTok users are typically more engaged in the video ad than users of any other social ad platform, the average CTR on TikTok is typically a little lower than the CTR on other social ad platforms. In order to maintain a healthy CPA, you’ll want the video CTR to be higher than 1% on your ad. Once the CTR starts to drop lower than 1%, your costs will increase, which is how you know it’s time to rotate in new creative.

How Do TikTok Ads Compare to Other Platforms? 

It’s always hard to get an apples-to-apples comparison on social ad platform costs since there are a lot of factors that go into the average, but when looking at CPCs and CPMS, TikTok is pretty comparable to Facebook and Instagram. 

Platform CPC CPM
TikTok $1.00 $6.06
Facebook $0.97 $12.57
Instagram $3.56 $7.91
LinkedIn $5.00 $6.59
Twitter $0.38 $6.46
Pinterest $0.70 $5.00

However, throughout all of the campaigns that we’ve run on TikTok at Tuff for a variety of our partners, we typically see a lower CVR from TikTok ads compared to Facebook and Instagram. So what does this mean you? If your target audience is on TikTok and you have the budget and creative needed to test on this channel, then it’s 100% worth the test and could be a very successful channel for your business. Looking for more tips on how to set up a successful TikTok campaign? Check out this article!

Facebook Historical Analysis 101: The How & The Why

A laptop, cordless mouse, yellow glass, pen, and camera on a wooden table.

So you’ve just signed on a growth marketing team to help you run your Facebook Ads. Now what? Before your social ads strategist can jump in and create a new strategy for your Facebook ads, there’s a crucial first step they’ll need to take to ensure that you’re set up for success.

Keep on reading for a sneak peek into how and why we conduct a historical analysis on all of our new partners’ Facebook Ad Accounts. 👇

What is a Facebook Ad Account Historical Analysis?

If you’ve ever run any social ads, it’s crucial to take a look at previous campaigns and analyze how they’ve performed. Even if you found your previous Facebook campaigns unsuccessful, there is always something we can learn from the data. 

At Tuff, a historical ad account analysis is when our channel experts sift through all of the ad campaigns that you’ve ever run on your social media accounts as well as the data from campaigns in your Google Analytics account (given that you were tracking website behavior from your social ads). This historical data allows us to quickly identify a baseline of what success has looked like in the past with social ads for your brand. During this process we will also identify the low-hanging fruit that we can quickly implement to optimize your Facebook results and see improvements right away!

Conducting a Historical Facebook Ad Analysis 101

At Tuff, we use two tools to analyze the results from your previous Facebook and Instagram ad campaigns: Facebook Ads Manager and Google Analytics. 

First things first, we’ll create a custom report in Facebook Ads manager analyzing the lifetime data from your campaigns. To do so, you’ll…

  1. Go to Facebook Ads Manager and click “Create Custom Report” (find it on the right under the drop down menu “Reports”) 
  2. Toggle the time frame to include all lifetime data. 
  3. View your custom report which should look something like this. 👇

A screenshot of a custom report in Facebook Ads Manager

1. Facebook & Google Analytics Results

When it comes to identifying key metrics, there’s no one size fits all. You might be an ecommerce brand focused on bottom line revenue, an app or service focused on application installs/subscriptions or a B2B company focused on leads—every brand has their own way of measuring the success of Facebook ads.

However, we do have our own process at Tuff, so in addition to your main business KPIs, we’ll recommend keeping an eye on the metrics below to determine what’s performing well and what’s not.

In Facebook Ads manager, we’ll look at: 

  • CPA/CAC – Cost Per Acquisition (purchases, leads, subscriptions, app installs, etc.)
  • Link Clicks & Landing Page Views
  • CTR (Click-Through Rate)
  • CPC (Cost Per Click) 
  • CPM (Cost Per Thousand Impressions)
  • ROAS (Return on Ad Spend)
  • Video Engagement 

Then, we’ll compare the Facebook data to the data in Google Ads Manager, where we’ll look at your website behavior. We’ll look at: 

  • Last-Click Goals/Conversions (purchases, leads, subscriptions, app installs, etc.)
  • Conversion Rates
  • Average Session Duration 
  • Bounce Rate
  • Pages/Session
  • Users and New Users

2. Audience Analysis

Once we have our campaign results, it’s time to get into the meat of the historical Facebook Ad analysis—drawing insights from all the variants that have been tested to figure out what we’d like to test again and what works best moving forward. 

First, we’ll take a deep dive into the audiences you’ve tested and see which audiences are most engaged with your Facebook ads. 

When looking at the data from a historical audience analysis of our new partner Dumpling’s Facebook traffic campaigns, and saw that their top performing audiences in all of their key markets were Facebook users who fall in the top 50% household Income of their area. 

A screenshot of a historical audience analysis.

This learning gave us insight into who their audience was on Facebook, which allowed us to create other audiences targeting similar behaviors and interests as the users who fall in the top 50% household income of their area. 

3. Creative Analysis

Creative and copy play a huge role in Facebook ad performance, so it’s extremely important to know what type of images/videos and messaging resonates best with your audience. 

We recently conducted a creative analysis for Joyn and learned that videos with high-energy and big movements (like this one) outperformed their videos that were more calm, relaxed and had little movements (like this one). 

We also learned that their audience was more engaged in video ads that were created in an actual workout environment rather than video ads created in a studio with a backdrop. Since we’ve rotated in new videos that implemented the data-driven insights from our creative analysis, we’ve seen a significant decrease in Joyn’s cost per subscription from Facebook ads.  

4. Placement Analysis

There are a lot of different placements you can choose when building out Facebook Ads and oftentimes, we’ll see our partners choose automatic placements instead of analyzing which placements yield the best results with their audience.

That’s why we always analyze placements in our historical Facebook Ad analysis. For example, when we pulled the data below for our partner VIDA, we discovered that there was a big opportunity to test three new placements (highlighted in the table below) since there was an impression share available that they weren’t currently capitalizing on.

A screenshot of a Facebook placement analysis report

Using Data to Inform Facebook Ad Strategies

Our one final thought we’ll leave you with: 

  • Paid social strategies without historical data = 🥴 
  • Paid social strategies with historical data = 🤓

After we’ve created the historical Facebook Ad Account Analysis, we’ll use the data and insights to guide our strategy. The historical analysis saves us and our partners a lot of time on testing things that have already been tested in the past and allows us to focus on what’s working and how we can better optimize what’s working for growth. 

Interested in learning more about our process for social ads? Give us a shout!