How To Scale Ads On TikTok With Bradley Hiller

Introduction

In this engaging episode of the E-commerce Saturday Talk, we welcome Bradley Hiller, the founder of Vast Media, a leading TikTok ads and UGC (User-Generated Content) agency. With his extensive experience, Bradley sheds light on how brands can scale their ad spends on TikTok from a mere zero to $ 150,000 a month. Additionally, he shares insights on avoiding creative burnout and highlights TikTok's potential as a search engine rivaling Google.

Meeting Bradley Hiller

Bradley shares his career transition story, beginning with his background in investment banking. After two and a half years in banking, he left the industry, feeling unfulfilled and eager for a work-life balance that allowed for travel and adventure. Following a ski season in France and travels through Southeast Asia, he was inspired to start his advertising agency, tapping into his passion for marketing and social media.

Transitioning to TikTok Advertising

As brands migrate from Facebook to TikTok, Bradley emphasizes the importance of crafting creatives suited for TikTok's unique platform. One of the most significant mistakes brands make is repurposing their Facebook ads without adapting them for TikTok’s style. TikTok users prefer authentic and engaging content, rather than polished advertisements.

Structuring Creatives for TikTok

When creating TikTok ads, Bradley advises brands to focus on finding talented UGC creators who can craft authentic and relatable content. The key is to collaborate with creators to produce raw videos that can later be edited for various campaigns. This allows for efficient creative rotations and freshness in the content without incurring creative fatigue, often measured by viewing metrics.

Creative Rotation and Use of Data

Creative rotation is crucial for maintaining performance on TikTok. Bradley recommends testing different hooks and calls to action (CTAs) within existing video content. The analysis of view rates and engagement metrics is instrumental in determining which aspects of a creative need optimization. Often, a creative that performs exceptionally well can be utilized over several months, provided it continues to resonate with the audience.

Ad Spend and Media Buying Strategies

Bradley discusses the shift in ad spend from Facebook to TikTok, revealing that his agency now spends more on TikTok than on Facebook. He notes that brands across various industries can benefit from testing TikTok ads – even those with higher Average Order Values (AOV). Successful placements on TikTok can drive traffic that retargets well on platforms like Facebook.

He delves into advanced media buying tactics, such as utilizing TikTok’s value optimization for scaling campaigns. To maximize performance, landing pages specific to TikTok campaigns should be employed, as they can enhance conversion rates significantly.

The Future of Search on TikTok

One noteworthy insight from Bradley is TikTok’s emerging role as a search engine. He shares a personal experience of how a simple TikTok search led to valuable travel insights, highlighting how users prefer quick, digestible content over traditional blog articles. This trend presents a compelling opportunity for brands to engage with their audiences and leverage TikTok's broad reach.

Conclusion

Concluding the discussion, Bradley emphasizes the need for experimentation and adaptation in the evolving digital marketing landscape. As brands venture into TikTok advertising, understanding the platform's unique characteristics and consumer expectations is crucial for success.

Keywords

TikTok, Ads, Ad Spend, Creative Rotation, UGC Agency, Media Buying, Engagement Metrics, Search Engine, Influencer Marketing, Branding

FAQ

1. How can brands effectively transition their advertising strategy from Facebook to TikTok?
Brands should adapt their creatives to fit TikTok's authentic style, as videos that perform well on Facebook may not succeed on TikTok without modification.

2. What are effective strategies for creating TikTok ads?
Brands should leverage UGC creators for relatable content, focus on optimizing the first few seconds of videos, and ensure a strong call to action.

3. How often should brands refresh their TikTok creatives?
It depends on the account's performance; however, creative assets can often run successfully for a month or more if they remain engaging.

4. Are higher Average Order Value brands suitable for TikTok advertising?
Yes, brands with higher AOVs can still succeed on TikTok, often using the platform for top-of-funnel strategies and retargeting via Facebook or other platforms.

5. How does TikTok's approach to ad optimization differ from Facebook's?
TikTok places higher value on engagement metrics over direct conversions, which may influence how ads are shown and optimized compared to Facebook’s approach.